Ewch i’r prif gynnwys
Robert Morgan

Yr Athro Robert Morgan

Sir Julian Hodge Professor of Marketing & Strategy

Ysgol Busnes Caerdydd

+44 29208 70001
Adeilad Aberconwy, Ystafell B23, Rhodfa Colum, Cathays, Caerdydd, CF10 3EU
Siarad Cymraeg
Ar gael fel goruchwyliwr ôl-raddedig


My passion is ideas—developing, sharing, challenging, improving, and critically examining them. I have been a Full Professor for over twenty years and specialize at the nexus between strategic management and marketing with research expertise in product and process innovation. Having delivered classes, lectures, and research insights on five continents, Cardiff is home. Colleagues, faculty, students, and the partners we work with here sustain my curiosity, share my passion for challenging existing ideas and generating new ones, and are eager to develop themselves and their organizations. All this with a sense of groundedness, purpose, and public value.

I hold the Sir Julian Hodge Chair and serve as Professor of Marketing & Strategy in the Marketing and Strategy Section at the School where I direct the Research, Impact, and Engagement portfolio. Following a management first degree, I joined the international electronics industry later returning to study for a PhD in global market entry strategy. Receiving post-doctoral training at INSEAD, France, and the Rock Center for Entrepreneurship, Harvard Business School, USA, I developed an academic career. In addition, I am Visiting Professor at Copenhagen Business School, Vrije Universiteit Amsterdam, and Universiteit van Amsterdam. 

I have published over two hundred scholarly papers, management articles, books, company cases, and thought leadership white papers for corporations and consulting firms. By way of recognition, I have received research, teaching, and education awards awards from the American Marketing Association, Strategic Management Society, Chartered Management Institute, and the Academy of Marketing. My published work has been cited on more than 13,000 occasions generating a Google h-index of 53 and an i10-index of 87. Ranked in the Top 1% of Scientists Index by Research.com with a D-index = 43 generating a World Scientist ranking of #813 within business schools. 


























Book sections




PhD supervision research interests

  • International strategy
  • Knowledge and learning
  • Marketing strategy
  • New product development and innovation


Teaching commitments

  • Advances in Strategic Management (MBA)
  • Marketing & Strategy Theory (MSc Strategic Marketing)
  • Marketing Plan (MSc Strategic Marketing)
  • Dissertation committee chair to five doctoral students



  • Harvard Business School, PCL
  • INSEAD, Visiting Scholar
  • Cardiff University, PhD
  • Cardiff University, BSc (Econ)

Additional activities


  • Thought Leader to BT plc with responsibility for drafting white papers on the changing information communications technology industry.
  • Advisor on Export Promotion Policy to the Department of Trade and Industry; H.M. Treasury; Foreign and Commonwealth Office.
  • Clients include: The European Commission; Welsh Development Agency; The Environment Agency; BBC; S4C; Siemens; BT plc; Snow and Company (Management Consultants); PWC; Barclays Plc.

Professional Leadership and Memberships

  • Chartered Marketer and Fellow of the: Chartered Institute of Marketing; Academy of Marketing Science; Higher Education Academy
  • Member of the: American Marketing Association; Strategic Management Society; European Marketing Academy; Academy of Marketing; British Academy of Management; Institute of Directors
  • Academic Liaison Board Member of the CMO (Chief Marketing Officer) Council Academy of Marketing Research Committee—Founding Member
  • Editorial Advisory Board member of seven international journals
  • Current External Examinerships: Lancaster School of Management and Warwick Business School
  • Visiting Professor of Strategic Marketing at ALBA Graduate Business School (Athens Laboratory of Business Administration)

Meysydd goruchwyliaeth

I welcome receiving PhD applications by proposal with a supporting resume from enthusiastic and capable students interested in my research areas of specialty. In addition, I particularly encourage students to contact me where they are methodologically trained in statistics or econometrics and are seeking to potentially use secondary data sources to construct and analyze panel data or big data using artifical intelligence or machine-learning approaches to assess topics within the strategic management, marketing strategy, or innovation fields.

I have supervised several hundred Master-level thesis and dissertation students to date and have also been first supervisor (doctoral committee chair) to over 20 successfully completed PhD students, many of whom have reached Full Professor appointments in academia and Director/Senior Vice President level in corporations.

"I owe my own career positions as Global CMO, VP Marketing, and Senior Director for some of the world’s largest brands (Microsoft, Dell, Siemens, British Telecom, NCR) to Professor Morgan who has helped me, over the last twenty years, to make a difference to my approach and thinking. He has been instrumental in my commercial development and his counsel has led to the achievement of strong commercial returns for the technology businesses that I have represented". Dr. Gopal Kutwaroo, Vice President Marketing, The Lego Group (former doctoral student).

My research philosophy centres on five key dimensions:

  • Quality: consistently producing rigorous original research and targeting leading and highly regarded international journals in the field;
  • Relevance: engaging in research work that is interesting, pertinent, and meaningful to managers and researchers with clear implications for practice;
  • Collaboration: promoting partnerships with individuals possessing complementary research capabilities, skills, and knowledge to enhance my self-development, as well as, contribute to the development of others;
  • Dissemination: sharing research findings widely in academic and practitioner communities by presenting results in conferences, lectures, and social media outlets; and,
  • Impact: helping business managers, public policymakers and society engage in research-informed changes to make a positive difference in their line of work.

In my experience, these five dimensions are important in producing and disseminating new knowledge in a relevant, rigorous and impactful way. If these dimensions align with your own, and you are interested to develop your research within my area of expertise, please contact me with your research proposal.