Dr Achilleas Boukis

Achilleas Boukis

Department of Marketing
Senior Lecturer in Marketing

Contact details

University House
University of Birmingham
B15 2TT

Achilleas Boukis is an Associate Professor in Marketing at the University of Birmingham. Achilleas received his PhD from Strathclyde University (2014). His interests include branding, technology and employee-customer interactions in service industries like hospitality and sharing economy. Achilleas has published ‎his research in academic journals such as Journal of Business Research, Tourism Management, Psychology & Marketing and European Journal of Marketing.

Linkedin Profile

Researchgate Profile

Google Scholar Profile


  • PhD in Marketing, Strathclyde Business School, 2014
  • MSc in Marketing, Athens University of Economics and Business, 2008
  • BSc in Management, Athens University of Economics and Business, 2005
  • PGCert in Higher Education, University of Sussex, 2015


Achilleas Boukis is a Senior Lecturer (Associate Professor) in Marketing at the University of Birmingham. Currently, Achilleas is the Senior Departmental Personal Tutor and his research interests include branding, managing innovation teams and employee-customer interactions in service industries like hospitality and sharing economy.

Achilleas holds a BSc in Management (2005) and an MSc in Marketing and New Technologies (2008) from Athens University of Economics and Business. Achilleas has worked as a teaching fellow at Strathclyde University where he received his PhD in Marketing (2014) and as a Lecturer in Marketing at the University of Sussex (2013-2021).

As a research-oriented faculty, Achilleas aspires to address two overarching research questions; first, to understand how value emerges for different stakeholders during service interactions and, second, to explore the role of branding in contemporary and emerging technology-enabled contexts. Achilleas has published ‎his research in academic journals such as Journal of Business Research, Tourism Management, European Journal of Marketing, Journal of Services Marketing and European Management Review, among other marketing outlets.

Achilleas has been involved in the management and conduct of privately funded projects, ‎has presented his research at established ‎conferences such as EMAC, AMS and AMA and serves as an ad-hoc reviewer for a number of academic journals. He is currently supervising a number of PhD and DBA students, and has held various visiting posts in the UK, Australia and the US.


Achilleas' teaching interests lie around Marketing Research, Research Analytics Branding and Services Marketing and his teaching portfolio spans all levels of HE from undergraduate to PhD/DBA levels. Achilleas has extensive experience in curriculum development, is a Certified Online Instructor (2015) and has strong experience in the delivery of both online and hybrid modules. 

His teaching philosophy is driven by his genuine passion to provide students with an interactive, dialogical and real-life view of theory and to challenge their existing views and stimulate their critical thinking. To accomplish these goals, Achilleas incorporates four principles in histeaching duties. First, he strongly embraces the premise of Service-Dominant Logic, as value in student-faculty interactions cannot emerge without both parties’ active participation in them. He enjoys challenging his students and pushing them out of their comfort zone to challenge the status quo of existing knowledge. Achilleas always seeks to combine cutting-edge knowledge from academic research with a real-life view of various theories, and strives to promote closer collaboration among culturally diverse students to help them gain a more global way of thinking.

Current Teaching Portfolio:

  • Module convenor of International Marketing (PG, MBA)
  • Supervisor of UG, Master, PhD, DBA students



  1. Sibai O., Mimoun, L, Boukis A. “Brand Activism: Taking a Stand by Walking the Line of Moral Controversy”, Psychology & Marketing
  2. Jingqi Wu, Boukis A., Storey C. (2021) "A systematic literature review of the IM field", Journal of Marketing Theory and Practice
  3. Boukis A., Balmer J., Punjaisri K., Kaminakis K., (2021), “How do different types of frontline employees deliver the brand to consumers?”, Journal of Business Research
  4. Boukis A.,  (2021) A systematic review into the past, present and future of the Internal Marketing discourse”,  Journal of customer behaviour 
  5. Boukis A., Kabadayi S., (2020), “A Classification of Resources for Employee-Based Value Creation and A Future Research Agenda”, European Management Journal 
  6. Gounaris S., Chryssochoidis G. and Boukis A., (2020), “Internal Market Orientation, the management of New Service Development teams and implications for project success”,  European Journal of Marketing. 
  7. Boukis A., Daunt K. and Koritos C. Papastathopoulos, A. “Customer mistreatment towards frontline employees: The role of different leadership styles”, (2020), Tourism Management. 
  8. Boukis A., Yalkin C., "Customer Responses to Employee Deviance: A Conservation of Resources Perspective", (2020), Journal of Customer Behaviour 
  9. Boukis A., “Exploring the implications of blockchain technology for brands and consumers: A future research agenda”, (2020), Journal of Product and Brand Management. 29/3 (2020) 307–320. 
  10. Chamakiotis P., Boukis A., Panteli, N. & Papadopoulos, T. (2020), "The Role of Temporal Coordination for the Fuzzy Front-End of Innovation in Virtual Teams", International Journal of Information Management,  
  11. Boukis A., (2019), “Internal Market Orientation as an internal value creation mechanism”, Journal of Services Marketing
  12. Kostopoulos I., Boukis A., and Rodorfos G. (2019), Perceived Service Complexity: Conceptualisation and Scale Development”, Journal of Marketing Theory and Practice, 
  13. Boukis A. and Christodoulides G., (2018), “Investigating key antecedents and outcomes of Employee-Based Brand Equity”, European Management Review, 17, 41-55.
  14. Gounaris S., Chatzipanagiotou P., Boukis A., Perks H., (2016) “Unfolding the Recipes for Conflict Resolution during the New Service Development Effort”, Journal of Business Research, 69(10), 4042-4055. 
  15. Boukis, A., Gounaris S., Lings I., (2017), “Identifying determinants of employees’ brand performance in the delivery of interpersonal services”, Journal of Services Marketing, 31(7), 690-703. 
  16. Boukis A., (2016) “The role of employees’ pro-customer deviance and customer’s participation for cognitive and affective customer responses”, Services Industries Journal, 36(7-8), 319-338. 
  17. Boukis A., Gounaris S. (2014), “The importance of IMO for employees’ fit with their environment and reciprocal behaviors towards the firm”, Journal of Services Marketing, 28(1), 10-21.
  18. Boukis, A., Kaminakis, K., Siampos, A., & Kostopoulos, I. (2015), “Linking internal marketing with customer outcomes”. Marketing Intelligence & Planning, 33(3), 394-413.  
  19. Kostopoulos G., Gounaris S., Boukis A., (2012), “Antecedents of Service Blueprinting Effectiveness and the Moderating Role of Service Characteristics: An Empirical Study”,Managing Service Quality, 22(6), 580 – 591.  
  20. Gounaris S., Boukis A. (2013), "The Role of Employee Job Satisfaction in strengthening Customer Repurchase Intentions", Journal of Services Marketing27(4), 322-333. 

View all publications in research portal

Languages and other information

Greek, Spanish, French

Media experience

Achilleas is a regular contributor to business outlets such as Business Leader and Capital.gr, and has several media mentions for his research projects around the emergence of the shut-in Economy, blockchain adoption and new forms of luxury experiences.

Alternative contact number available for this expert: contact the press office