Professor Stefanos MouzasProfessor
B.Sc., LL.M., Ph.D.
Stefanos Mouzas is Professor of Marketing and Strategy. His research addresses the question of how companies interact with their counterparts to innovate and create sustainable business. Specifically, the aim of this work is to gain transformative insights that enable cost-effective, scalable policy interventions. Three structural pillars underpin this research:
- Business Negotiations
- Business Contracts
- Business Performance
Research on Negotiations, Contracts and Performance cuts across the inter-disciplinary boundaries of Management (Business-to-business Marketing), Law (Contract Law), and Economics (Behavioral Economics). The work is policy-relevant, develops an industry-led research perspective and places emphasis on innovation and sustainable value creation. The research includes financial institutions, manufacturers and retailers.
Conducting research on Negotiations, Contracts and Performance, Professor Mouzas is involved in the Industrial Marketing and Purchasing (IMP) Group which has carried out international studies into the management of complex business networks. The group’s interaction approach is based on the importance for both researchers and managers of understanding the inherent connectivity in the business landscape and the interaction between active buyers and sellers in continuing business relationships. For an overview, see the 2016 paper A Network Perspective on Negotiation: What is New and Why it Matters?
Please see papers published in Harvard Business Review, Organization Studies, Cambridge Law Journal, Journal of Contract Law, Journal of Business Research, Industrial Marketing Management, Negotiation Journal, Journal of Customer Behaviour, Journal of Business Market Management, Thexis, Die Betriebswirtschaft - Business Administration Review (BARev)-, Journal of Marketing Management, European Journal of Marketing,Journal of Business and Industrial Marketing.
Current research concerns corporate responses to the following contemporary challenges:
Innovative Responses to Climate Change
Climate change represents a significant challenge for our society, one in which businesses will need to play a more active role. Research findings highlight significant discrepancies between the way that CO2 markets are designed and the way that they are actually operated. See the study on "Market-based Responses to Climate Change" published in Organization Studies (with Gareth Veal).
Contracts to Foster Innovation
Empirical research has been conducted on how companies innovate in their business networks. This includes researching innovation as a process of leveraging resources within business relationships to achieve differentiation and create value. See recent study on Innovation in Business Networks:The Role of Leveraging Resources. Business contracts are a critical part in the innovation process as they can enable or prevent companies from moving quickly.
Recent work on contracts is related to 'A Proposed Taxonomy of Contracts' (with Michael Furmston) published in the Journal of Contract Law and a review of 'Contract Research Today: Where do we Stand?' (with Keith Blois) published in Industrial Marketing Management. The need to secure contracts with other firms may lead many companies to dysfunctional arrangements which limit their ability to differentiate and innovate in the future. This empirical observation prompted me to investigate a range of flexible inter-firm arrangements called umbrella agreements that foster innovation, see Harvard Business Review. Companies recognize the importance of umbrella agreements with other firms because they optimize the required level of reliance and flexibility. For more details of this work, see 'From Contract to Umbrella Agreement' published in the Cambridge Law Journal (with Michael Furmston, at Singapore Management University). See also ‘Negotiating Umbrella Agreements’ published in the Negotiation Journal. Empirical findings about the role of Umbrella Agreements in managing business relationships appear in the Journal of Business Research (with David Ford, at Euromed School of Management, Marseille France).
Furthermore, see commentary on Hugh Collins' (Oxford) article 'Legal Aspects of Network Architecture of Supply Chains'. Both commentary and article appear in a recent volume on "Networks: Legal Issues of Multilateral Cooperation", edited by G. Teubner and M. Amstutz, Hart Publications.
Managerial Cognition and Innovation
Based on empirical research in consumer goods companies, pharmaceutical companies, producers of semiconductors and telecommunication and utility service providers, we suggest that managers which develop network insight are able to mobilize other actors and create a competitive advantage for their organization that is crucial for innovation and growth (see the article on 'Developing Network Insight' as well as the article on 'Changing Network Pictures: Evidence from Mergers and Acquisitions' both published in the Industrial Marketing Management.
See Special Issue (edited with Pete Naudé and Stephan Henneberg) on ‘Cognition and Management in Networks’ published in Industrial Marketing Management. Moreover, see recent research on Inter-cognitive Representations in Business Networks published in the Industrial Marketing Management that aims at conceptualizing different outcomes, such as manifestations of agreements between business actors, legally binding contracts, industry standards, and regulations which are developed through interaction in business networks.
Effectiveness versus Efficiency in Business Networks
Empirical research in this area indicates that in periods of low growth, many companies focus on issues of competitive advantage through value appropriation rather than on innovation and the creation of new sustainable growth opportunities. They are solely addressing their operational efficiency and they are neglecting market effectiveness. Research on companies' performance emphasizes the importance of linking efficiency and effectiveness. For details of this work, see the study on Efficiency versus Effectiveness published in the Journal of Business Research.
Trust & Reliance in Business Networks
One of the particularities of trust is its inherent anthropocentricity. As a concept, trust appears to be more applicable at the level of inter-personal relationships than to inter-organizational relationships. As business relationships involve both inter-personal and inter-organizational relationships, our research demonstrates the need to look at reliance as an incremental intellectual lens on business relationships, see the study on Trust and Reliance in Business Relationships.
The Constitution of Networks
The idea of a constitution of networks is a useful addition to our ways of understanding what happens within the business landscape.Research in this area looks at the constitution of networks as a system of values, norms, rules and other conventions that are shared by actors in business networks. Whether by intention or not, the constitution of networks provides a framework within which interaction among actors takes place. See empirical insights on The Constitution of Networks published in the Industrial Marketing Management.
Research involving financial institutions indicates that banks may come to act in a similar way to each other over time without coordination (see, Die Betriebswirtschaft -Business Administration Review (BARev)-. Current research delivers new transformative insights on 1) the connectivity between financial institutions, and 2) the sources of systemic risk by offering accurate knowledge on the nature of exchange between financial institutions.
PhD applications are welcomed from prospective students interested in the following areas:
-Innovation and Value Creation
-Innovative Responses to Climate Change
-Resources and Property Rights
-Business Opportunity and Valuation
-Negotiation and Deal-making
-Strategy and Marketing Management
-Assessing Business Performance
Co-investigator in the Catalyst project (2011-2014); funded by the Engineering and Physical Sciences Research Council (EPRSC), and brings together academics and communities to jointly imagine and build the next generation of innovative technologies for social change. ESRC Grant (2005); KTP Grant-Knowledge Transfer Partnership between Energy for Sustainable Development Ltd and the University of Bath-(2006); ISBM Fund -Institute for the Study of Business Markets- (2006); Global Innovative Marketing (2006); Pump Priming Grant (2007). KTP Grant-Knowledge Transfer Partnership between Energy Efficiency Company and Lancaster University (in cooperation with Lancaster Environment Centre (J. Faulconbridge) with the objective to investigate carbon trading, offsetting and verifying (2010).
Editorial Board Member:
-Journal of Business Research
-International Marketing Review
-Industrial Marketing Management
-Journal of Business and Market Management
-Harvard University, Harvard Law School, Program on Negotiation, Cambridge, MA, USA (Full-time in the academic Year 2013-2014)
-Stockholm School of Economics, Sweden (Summer Term 2014)
-Vienna University of Economics and Business| WU, Austria (Michaelmas and Lent Term 2013, 2014, 2015)
-Bocconi University, Italy (Lent Term, 2009)
-University of Duesseldorf, Germany (Summer Term 2010, 2011, 2012, 2013, 2014)
Before joining the academe in 2002, Professor Mouzas worked at Kellogg as Head of Brand Management for Germany, Austria and Switzerland. He held also management positions at R. J. R. International/ JT International, GfK-Trade Research and Procter & Gamble in Germany.
PhD Supervision Interests
PhD applications are welcomed from prospective students interested in the following areas: Innovation and Value Creation, Innovative Responses to Climate Change, Resources and Property Rights, Business Opportunity and Valuation, Negotiation and Deal-making, Strategy and Marketing Management, Assessing Business Performance
Performance based contracting in long-term supply relationships
Mouzas, S. 11/2016 In: Industrial Marketing Management. 59, p. 50-62. 13 p.
Why companies fail to respond to climate change: collective inaction as an outcome of barriers to interaction
Finke, T., Gilchrist, A.J.P., Mouzas, S. 10/2016 In: Industrial Marketing Management. 58, p. 94-101. 8 p.
A network perspective on negotiation: what is new and why it matters
Mouzas, S. 18/01/2016 In: Negotiation Journal. 32, 1, p. 7-21. 15 p.
Exercising power in asymmetric relationships: the use of private rules
Rindt, J., Mouzas, S. 07/2015 In: Industrial Marketing Management. 48, p. 202-213. 12 p.
Inter-cognitive representations in business networks
Mouzas, S., Henneberg, S.C. 07/2015 In: Industrial Marketing Management. 48, p. 61-67. 7 p.
Networking as a process of private ordering
Rindt, J., Mouzas, S. 3/09/2014
Write umbrella agreements to foster innovation and avoid regret
Mouzas, S. 20/06/2014 In: Harvard Business Review. Digital Article, 20.06.2014
Innovation in business networks the role of leveraging resources
Ostendorf, J.W., Mouzas, S., Chakrabarti, R. 2014 In: Industrial Marketing Management. 43, p. 504-511. 8 p.
Contract research today: where do we stand?
Mouzas, S., Blois, K. 10/2013 In: Industrial Marketing Management. 42, 7, p. 1057-1062. 6 p.
Private rules in global networks: hedging against risks
Rindt, J., Mouzas, S. 2/09/2013 In: 29th Industrial Marketing and Purchasing Group Conference, Atlanta, USA. Industrial Marketing and Purchasing Group p. 1-31. 31 p.
The theory and practice of business networking
Ford, D., Mouzas, S. 04/2013 In: Industrial Marketing Management. 43, 3, p. 433-442. 10 p.
Service and value in the interactive business landscape
Ford, D., Mouzas, S. 01/2013 In: Industrial Marketing Management. 42, 1, p. 9-17. 9 p.
A proposed taxonomy of contracts
Mouzas, S., Furmston, M. 2013 In: Journal of Contract Law. 11 p.
CO2 Market Design versus Market Operation
Veal, G., Mouzas, S. 2013 In: Organization Studies. 33, 11, p. 1589-1616 . 28 p.
Organizational Inscriptions of Network Pictures: A Meso-Level Analysis
Oberg, C., Henneberg, S., Mouzas, S. 11/2012 In: Industrial Marketing Management. 41, 6, p. 1270-1283. 14 p.
Contracts as a Facilitator of Resource Evolution
Mouzas, S., Ford, D. 09/2012 In: Journal of Business Research. 65, 9, p. 1251-1253. 3 p.
Leveraging knowledge based resources: the role of contracts
Mouzas, S., Ford, D. 02/2012 In: Journal of Business Research. 65, 2, p. 153-161. 9 p.
Flexible business models
Mason, K., Mouzas, S. 2012 In: European Journal of Marketing. 46, 10, p. 1340-1367. 28 p.
Innovating in business networks: the role of retailer brand development
Ostendorf, J.W., Mouzas, S., Chakrabarti, R. 2012
Relational, Incomplete and Framework Contracts
Mouzas, S., Blois, K. 2012
Captive in Business Networks
Ostendorf, J.W., Mouzas, S., Chakrabarti, R. 2011
Changing the rules of the game: business responses to climate change
Veal, G., Mouzas, S. 2011 In: Industrial Marketing Management. 40, p. 290-300. 11 p.
Entrepreneurs with Ties
Jack, S., Mouzas, S. 2011
Herd behaviour in business networks
Mouzas, S., Ford, D. 2011 In: Die Betriebswirtschaft, - Business Administration Review (BARev). . Heft 6
The Use of Intercognitive Representations in Networks
Mouzas, S., Henneberg, S. 2011
Networking under uncertainty: concepts and research agenda
Ford, D., Mouzas, S. 08/2010 In: Industrial Marketing Management. 39, 6, p. 956-961. 6 p.
Barriers to market Formation
Veal, G., Mouzas, S. 2010
Learning to collaborate: a study of business networks
Veal, G., Mouzas, S. 2010 In: Journal of Business and Industrial Marketing. 25, 6, p. 420-434. 15 p.
Services and Competition in Business Networks
Ford, D., Mouzas, S. 2010
The Use of Capital in Networks
Mouzas, S. 2010
The impact of market orientation on the development of relational capabilities and performance outcomes: the case of Russian industrial firms
Smirnova, M., Naudé, P., Henneberg, S., Kouchtch, S., Mouzas, S. 2010 In: Industrial Marketing Management. 40, 1, p. 44-53. 10 p.
Understanding the role of marketing-purchasing collaboration in industrial markets: the case of Russia
Ashnai, B., Smirnova, M., Naudé, P., Henneberg, S., Mouzas, S. 2010 In: Industrial Marketing Management.
A comment: "The weakest link. Legal aspects of network architecture of supply chains"
Mouzas, S. 2009 In: Networks: Legal Issues of Multilateral Co-operation. Oxford : Hart Publications
Busuness Network Developement under Legislated Change
Veal, G., Mouzas, S. 2009
Going beyond customers - a business segmentation approach using network pictures to identify network segments
Henneberg, S., Mouzas, S., Naude, P. 2009 In: Journal of Business Market Management. 3, 2, p. 91-113. 23 p.
Mobilizing ideas in knowledge networks: a social network analysis of the human resource management community 1990-2005
Henneberg, S.C., Swart, J., Naudé, P., Jiang, Z., Mouzas, S. 2009 In: The Learning Organization. 16, 6, p. 443-459. 17 p.
Organizational Inscriptions of Network Pictures
Oberg, C., Henneberg, S., Mouzas, S. 2009
Seeking for solutions within a project setting
Naudé, P., Henneberg, S., Mouzas, S., Ramos, C., Graves, A., Crute, V. 2009 In: Journal of Business Market Management. 3, 3, p. 151-170. 12 p.
Sense-making and management in business networks - some observations, considerations and a research agenda
Naude, P., Henneberg, S., Mouzas, S. 2009 In: Industrial Marketing Management. 39, 3, p. 355-360. 6 p.
The constitution of networks
Mouzas, S., Ford, D. 2009 In: Industrial Marketing Management. 38, 5, p. 495-503. 9 p.
The tyranny of average
Mouzas, S. 2009
Value dimensions and relationship postures in dyadic 'key relationship programmes'
Henneberg, S., Pardo, C., Mouzas, S., Naudé, P. 2009 In: Journal of Marketing Management. 25, 5-6, p. 535-550. 16 p.
''Final customer' value in business networks'
Henneberg, S., Mouzas, S. 2008 In: Creating and Managing Superior Value for Customers; Advances in Business Markets Vol 14. Bingley : Emerald Group Publishing Ltd p. 99-127. 29 p.
Contracts for knowledge transfer
Mouzas, S. 2008
Developing network insight
Mouzas, S., Henneberg, S., Naudé, P. 2008 In: Industrial Marketing Management. 37, 2, p. 167-180. 14 p.
From contract to umbrella agreement
Mouzas, S., Furmston, M. 2008 In: The Cambridge Law Journal. 67, 1, p. 37-50. 14 p.
Is there any hope? The idea of strategy in business networks
Ford, D., Mouzas, S. 2008 In: Australasian Marketing Journal. 16, 1, p. 64-75. 12 p.
Mechanism Design as Response to the Problem of Climate Change
Veal, G., Mouzas, S. 2008
Relational Contract Theory: Confirmations and Contradictions
Mouzas, S., Blois, K. 2008
Umbrella agreements as commitment framing devices
Lenney, P., Easton, G., Mouzas, S. 2008 In: 24th IMP Conference (Uppsala University, Sweden) - 2008. N/A : unknown
Barriers to collaboration: the problem of climate change
Veal, G., Mouzas, S. 2007
Changing network pictures: evidence from mergers and acquisitions
Öberg, C., Henneberg, S., Mouzas, S. 2007 In: Industrial Marketing Management. 36, 7, p. 926-940. 15 p.
Contracts in asymmetric relationships
Mouzas, S., Ford, D. 2007 In: 22nd IMP Conference (University of Bocconi: Milan) - 2007. N/A
Contracts in asymmetric relationships
Mouzas, S., Ford, D. 2007 In: The IMP Journal. 1, 3, p. 42-63. 22 p.
Framing business relationships
Mason, K., Mouzas, S. 2007 In: IMP Conference (Manchester) - 2007. N/A
Implementing flexible business models
Mason, K., Mouzas, S. 2007 In: Proceedings of the ISBM Conference in Business-to-Business Marketing (Kellogg School of Management - Northwestern University: Chicago) - 2007. N/A : unknown
Managing the customer horizon
Henneberg, S., Mouzas, S. 2007 In: Thexis. 2007, 3
Mouzas, S., Naudé, P. 2007 In: Journal of Business and Industrial Marketing. 22, 1, p. 62 - 71. 10 p.
The Constitution of Networks
Mouzas, S., Ford, D. 2007
Trust and reliance in business relationships
Mouzas, S., Henneberg, S., Naudé, P. 2007 In: European Journal of Marketing. 41, 9/10, p. 1016-1032. 17 p.
Efficiency versus effectiveness in business networks
Mouzas, S. 2006 In: Journal of Business Research. 59, 10-11, p. 1124-1132. 9 p.
Managing relationships in showery weather: the role of umbrella agreements
Mouzas, S., Ford, D. 2006 In: Journal of Business Research. 59, 12, p. 1248-1256. 9 p.
Marketing action in networks
Mouzas, S. 2006 In: European Journal of Marketing. 40, 11/12, p. 1271-1291. 21 p.
Negotiating umbrella agreements
Mouzas, S. 2006 In: Negotiation Journal. 22, 3, p. 279-302. 24 p.
Network pictures: concepts and representations
Henneberg, S., Mouzas, S., Naudé, P. 2006 In: European Journal of Marketing. 40, 3/4, p. 408-429. 22 p.
Unpicking the meaning of value of key account management
Pardo, C., Henneberg, S., Mouzas, S., Naudé, P. 2006 In: European Journal of Marketing. 40, 11/12, p. 1360-1374. 15 p.
Amalgamating strategic possibilities
Mouzas, S., Henneberg, S. 2005 University of Bath
The logic of real options in strategy implementation
Mouzas, S. 2005 In: Competence Perspectives in Managing Internal Processes (Advances in Applied Business Strategy). London, New York and Amsterdam : Elsevier p. 79-90. 12 p. ISBN: 0-7623-1168-1.
Capturing profits through negotiations
Mouzas, S. 2004
Strategy as infusion of options
Mouzas, S., Ford, D. 2004 In: ISBM Conference (Harvard Business School, Boston, USA) - 2004. N/A : unknown
Negotiating in networks: unleashing the power of options
Mouzas, S., Ford, D. 2003 In: Journal of Customer Behaviour. 2, 3, p. 347-364. 18 p.
Implementing programmatic initiatives in manufacturer-retailer networks
Mouzas, S., Araujo, L.M. 2000 In: Industrial Marketing Management. 29, 4, p. 293-303. 11 p.
Manufacturer-retailer relationships in Germany. The institutionalisation of category management
Araujo, L.M., Mouzas, S. 1998 In: Network Dynamics in International Marketing. New York : Pergamon Press p. 211-232. 22 p. ISBN: 0-080-43358-8.
Competition and cooperation in vertical marketing systems
Araujo, L.M., Mouzas, S. 1997 In: Relationships and Networks in International Markets. New York : Pergamon Press p. 145-165. 21 p. ISBN: 0-080-43063-5.
Currency devaluation and consequences
Mouzas, S. 1987 In: Economicos. 32, 1735, p. 55-56. 2 p.
Why is public expenditure growing?
Mouzas, S. 1987 In: Economicos. 1, 1704, p. 55-56. 2 p.
KTP: Engery Efficiency
06/04/2010 → …
Journal of Business Research
Vienna University of Business and Economics| WU
International Marketing Review
Harvard University, Harvard Law School, Program on Negotiation, Cambridge, MA, USA (2013-2014).
Research and Teaching at External Organisation
Journal of Business Market Management
Industrial Marketing Management