Lyndon Simkin


Accepting PhD Students

  • 277 Citations
  • 7 h-Index
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Personal profile

Research Interests

Market strategy and brand positioning; Marketing planning and business planning; Understanding customers and fairness in customer relationship management

Vision Statement

I am interested in the trade-off decision-making in leadership teams as they create and then strive to execute a business strategy, helping to minimise the inevitable impediments facing organisations as they roll-out their strategies. I am also focused on target market strategy and how organisations engage with consumers, business customers and other stakeholders in a multi-channel context, and increasingly the fairness or otherwise of such activities. Assisting organisations to avoid mistakes and to build strong reputations is highly rewarding.


Lyndon is Professor of Strategic Marketing and Director of the Centre for Business in Society. Lyndon spent over twenty years at Warwick Business School and led the MBA programme there, before becoming Professor of Strategic Marketing at Oxford Brookes and Research Lead, co-creating the new business plan and research strategy for the Faculty of Business. Until his recent move to Coventry, Lyndon was Professor of Strategic Marketing at Henley Business School (University of Reading) and Deputy Head of School. Lyndon is an acknowledged expert in strategy creation, planning processes and implementation management, guiding practitioners with their execution and mentoring CEOs/leadership teams. His research focuses on the barriers facing the execution of strategy, target market strategy and understanding markets, along with a growing interest in the dark sides of marketing and customer management. Lyndon is a member of the Academy of Marketing’s Research Committee, Associate Editor of the Journal of Marketing Management and co-chair of the Academy’s special interest groups in CRM and Market Segmentation and Strategy. Lyndon is author of eleven books, including the market leading Marketing: Concepts and Strategies, Marketing Essentials, Marketing Planning and Market Segmentation Success: Making It Happen! Just published is The Dark Side of CRM. He has a passion for supporting PhDs and DBAs: a dozen of his former Doctoral students are now established academics in business schools around the world.

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Research Output 1996 2018

Big Data, Big Decisions: The Impact of Big Data on Board Level Decision-Making

Merendino, A., Dibb, S., Meadows, M., Quinn, L., Wilson, D., Simkin, L. & Cahnoto, A. 1 Sep 2018 In : Journal of Business Research. 93, p. 67-78 12 p.

Research output: Contribution to journalReview article

Decision making
Environmental change
Strategic decision making
Levels of analysis
1 Citations

Positive and negative behaviours resulting from brand attachment: The moderating effects of attachment styles

Simkin, L., Japutra, A. & Ekinci, Y. 23 Feb 2018 In : European Journal of Marketing. 52, 5/6, p. 1185-1202 17 p.

Research output: Contribution to journalArticle

Open Access
Moderating effect
Attachment style
Brand loyalty
1 Citations

Self-Congruence, Brand Attachment and Compulsive Buying

Japutra, A., Ekinci, Y. & Simkin, L. 14 Sep 2017 In : Journal of Business Research. (In-Press), p. (In-Press)

Research output: Contribution to journalArticle

Compulsive buying
Direct effect
3 Citations
Open Access
Future trends
Internet of things

The role of ideal self-congruence and brand attachment in consumers’ negative behaviour: Compulsive buying and external trash-talking

Japutra, A., Ekinci, Y., Simkin, L. & Nguyen, B. 9 Nov 2017 (Accepted/In press) In : European Journal of Marketing. (In-Press), p. (In-Press)

Research output: Contribution to journalArticle

Compulsive buying
Consumer well-being