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Dr Helena Knight
- Available for postgraduate supervision
Teams and roles for Helena Knight
Lecturer in Marketing and Strategy
Overview
Helena Knight is a Lecturer in Marketing and Strategy, having joined Cardiff Business School in 2023. Her research sits at the intersection of business and society, where she examines how interorganisational collaboration, including cross-sector partnerships and coopetition, and digital technologies (AI/AR) can address societal grand challenges, support sustainability transitions, and shape consumer and brand outcomes. Her work has been published in leading journals including the Journal of Management Studies, Industrial Marketing Management, European Journal of Marketing, and Journal of Retailing and Consumer Services.
Helena is an active member of the Academy of Marketing (UK), where she serves on the Early Career Researcher Sub-Committee, and the Academy of Management. She is a Chartered Association of Business Schools certified Chartered Management and Business Educator and was previously an Associate Editor for the Pedagogy section of the Annual Review of Social Partnerships.
Helena holds a PhD in Marketing and Strategy and an MSc in Social Science Research Methods from Cardiff University, and an MSc in Marketing from the University of South Wales. Before joining Cardiff University, she was an Assistant Professor at Sultan Qaboos University in the Sultanate of Oman.
Publication
2025
- Nikhashemi, S. R. et al., 2025. Unleashing social commerce: the power of persuasion knowledge on social commerce information sharing in positive brand behaviour. European Journal of Marketing (10.1108/EJM-04-2024-0285)
- Rajah, E. et al., 2025. Authentic learning in action: Adopting the guest lecture route to promote student engagement and deep learning. In: Deguara, J. et al., Innovations in Pedagogical Practice and Curriculum Development in Higher Education: Contemporary Global Perspectives. Emerald Insight. , pp.45-60. (10.1108/978-1-83549-506-320251004)
- Stadtler, L. et al., 2025. Removing rose-tinted glasses: Uncovering the dark side effects of cross-sector partnerships. Presented at: 85th Annual Meeting of the Academy of Management Copenhagen, Denmark 25-29 July 2025. Published in: Taneja, S. ed. Vol. 2025.Vol. 1. Academy of Management. (10.5465/AMPROC.2025.180bp)
- Knight, H. H. et al. 2025. Towards the coopetitive circular business model: Theoretical foundations, conceptual envisioning, and future research imperatives. Industrial Marketing Management 124 , pp.20-39. (10.1016/j.indmarman.2024.11.005)
2024
- Stadtler, L. et al., 2024. Cross-sector partnerships to address societal grand challenges: Systematizing differences in scholarly analysis. Journal of Management Studies 61 (7), pp.3327-3357. (10.1111/joms.13053)
2023
- Nikhashemi, S. , Knight, H. H. and Quinton, S. 2023. Utilising social commerce information sharing in the persuasion knowledge process and brand co-creation: A probabilistic analysis approach. Presented at: Academy of Marketing Conference 2023:From Revolution to Revolutions 3: 3 University of Birmingham 3-6 July 2023.
- Stadtler, L. et al., 2023. Studying cross-sector partnerships’ impact on societal grand challenges – a systematic review of scholarly analyses. Presented at: 39th EGOS Colloquium Cagliari, Italy 6-8 July 2023.
2022
- Stadtler, L. et al., 2022. Removing the rose-tinted glasses: Exploring the dark side of cross-sector partnerships.. Presented at: CSSI 2022: 8th Cross-Sector Social Interactions Symposium Wageningen, Netherlands 22-24 June 2022.
- Williams, W. et al., 2022. A study of the convergence between entrepreneurship, government policy, and higher education in Oman. In: Nawaz Tunio, M. et al., Developing Entrepreneurial Ecosystems in Academia. IGI Global. , pp.44-70. (10.4018/978-1-7998-8505-4.ch003)
2021
- Nikhashemi, S. et al., 2021. Augmented reality in smart retailing: A (n) (A) Symmetric Approach to continuous intention to use retail brands’ mobile AR apps. Journal of Retailing and Consumer Services 60 102464. (10.1016/j.jretconser.2021.102464)
2020
- Ahmad, N. , Knight, H. and Butt, I. 2020. A citation-based systematic literature review on ECSRS education in MENA region countries.. In: El-Bassiouny, N. et al., Ethics, CSR and Sustainability (ECSRS) Education in the Middle East and North Africa (MENA) Region. London: Routledge. , pp.8-33. (10.4324/9781003022763)
- Knight, H. et al. 2020. Putting cross-sector social partnerships ‘global challenge outcomes to the test: developing a research agenda from an evidence-based, 20-year systematic literature review.. Presented at: 7th biennial International Symposium on Cross-Sector Social Interactions (CSSI 2020) Limerick 23-26 June 2020.
- Knight, H. and Wood, B. 2020. Beneficiary focused external processes as facilitators of a CSSP’s effectiveness.. Presented at: 7th Biennial International Symposium on Cross-Sector Social Interactions (CSSI 2020) Limerick, Ireland 23-26 June 2020.
2019
- Knight, H. and Nikhashemi, S. 2019. Towards a cross‐cultural understanding of the determinants of sustainable consumption: A systemic perspective in the case of the Sultanate of Oman.. Presented at: Academy of Marketing 52nd Annual Conference London, UK 2-4 July 2019.
2018
- Knight, H. 2018. Legitimacy of societal outcomes in multistakeholder collaboration: Remembering the locals in swapping oil for tourists. Presented at: CSSI 2018 Symposium Copenhagen 10-13 June 2018.
- Knight, H. , Ryan, A. and Morel, C. 2018. Value co-creation in arts and business collaboration: integrating the end beneficiary voice. Presented at: Academy of Marketing 17th Colloquium on Arts, Heritage, Nonprofit and Social Marketing Birmingham September 2018.
2017
- Knight, H. and Ellson, T. 2017. Value drivers of corporate social responsibility: The role of explicit value and back value. Social Business 7 (1), pp.27-47. (10.1362/204440817x14970183097830)
Articles
- Nikhashemi, S. R. et al., 2025. Unleashing social commerce: the power of persuasion knowledge on social commerce information sharing in positive brand behaviour. European Journal of Marketing (10.1108/EJM-04-2024-0285)
- Knight, H. H. et al. 2025. Towards the coopetitive circular business model: Theoretical foundations, conceptual envisioning, and future research imperatives. Industrial Marketing Management 124 , pp.20-39. (10.1016/j.indmarman.2024.11.005)
- Stadtler, L. et al., 2024. Cross-sector partnerships to address societal grand challenges: Systematizing differences in scholarly analysis. Journal of Management Studies 61 (7), pp.3327-3357. (10.1111/joms.13053)
- Nikhashemi, S. et al., 2021. Augmented reality in smart retailing: A (n) (A) Symmetric Approach to continuous intention to use retail brands’ mobile AR apps. Journal of Retailing and Consumer Services 60 102464. (10.1016/j.jretconser.2021.102464)
- Knight, H. and Ellson, T. 2017. Value drivers of corporate social responsibility: The role of explicit value and back value. Social Business 7 (1), pp.27-47. (10.1362/204440817x14970183097830)
Book sections
- Rajah, E. et al., 2025. Authentic learning in action: Adopting the guest lecture route to promote student engagement and deep learning. In: Deguara, J. et al., Innovations in Pedagogical Practice and Curriculum Development in Higher Education: Contemporary Global Perspectives. Emerald Insight. , pp.45-60. (10.1108/978-1-83549-506-320251004)
- Williams, W. et al., 2022. A study of the convergence between entrepreneurship, government policy, and higher education in Oman. In: Nawaz Tunio, M. et al., Developing Entrepreneurial Ecosystems in Academia. IGI Global. , pp.44-70. (10.4018/978-1-7998-8505-4.ch003)
- Ahmad, N. , Knight, H. and Butt, I. 2020. A citation-based systematic literature review on ECSRS education in MENA region countries.. In: El-Bassiouny, N. et al., Ethics, CSR and Sustainability (ECSRS) Education in the Middle East and North Africa (MENA) Region. London: Routledge. , pp.8-33. (10.4324/9781003022763)
Conferences
- Stadtler, L. et al., 2025. Removing rose-tinted glasses: Uncovering the dark side effects of cross-sector partnerships. Presented at: 85th Annual Meeting of the Academy of Management Copenhagen, Denmark 25-29 July 2025. Published in: Taneja, S. ed. Vol. 2025.Vol. 1. Academy of Management. (10.5465/AMPROC.2025.180bp)
- Nikhashemi, S. , Knight, H. H. and Quinton, S. 2023. Utilising social commerce information sharing in the persuasion knowledge process and brand co-creation: A probabilistic analysis approach. Presented at: Academy of Marketing Conference 2023:From Revolution to Revolutions 3: 3 University of Birmingham 3-6 July 2023.
- Stadtler, L. et al., 2023. Studying cross-sector partnerships’ impact on societal grand challenges – a systematic review of scholarly analyses. Presented at: 39th EGOS Colloquium Cagliari, Italy 6-8 July 2023.
- Stadtler, L. et al., 2022. Removing the rose-tinted glasses: Exploring the dark side of cross-sector partnerships.. Presented at: CSSI 2022: 8th Cross-Sector Social Interactions Symposium Wageningen, Netherlands 22-24 June 2022.
- Knight, H. et al. 2020. Putting cross-sector social partnerships ‘global challenge outcomes to the test: developing a research agenda from an evidence-based, 20-year systematic literature review.. Presented at: 7th biennial International Symposium on Cross-Sector Social Interactions (CSSI 2020) Limerick 23-26 June 2020.
- Knight, H. and Wood, B. 2020. Beneficiary focused external processes as facilitators of a CSSP’s effectiveness.. Presented at: 7th Biennial International Symposium on Cross-Sector Social Interactions (CSSI 2020) Limerick, Ireland 23-26 June 2020.
- Knight, H. and Nikhashemi, S. 2019. Towards a cross‐cultural understanding of the determinants of sustainable consumption: A systemic perspective in the case of the Sultanate of Oman.. Presented at: Academy of Marketing 52nd Annual Conference London, UK 2-4 July 2019.
- Knight, H. 2018. Legitimacy of societal outcomes in multistakeholder collaboration: Remembering the locals in swapping oil for tourists. Presented at: CSSI 2018 Symposium Copenhagen 10-13 June 2018.
- Knight, H. , Ryan, A. and Morel, C. 2018. Value co-creation in arts and business collaboration: integrating the end beneficiary voice. Presented at: Academy of Marketing 17th Colloquium on Arts, Heritage, Nonprofit and Social Marketing Birmingham September 2018.
Research
Research Interests:
- Cross-sector partnerships for sustainable development
- Interorganisational collaboration for innovation and sustainable development (coopetition)
- Sustainability and sustainable business models
- Circular Economy and circular business model
- Sustainable consumption practices
- Corporate Social Responsibility
- AI and AR technologies in retailing
- Digital retailing (social commerce)
- Authentic learning in management education
Teaching
Helena leads and teaches the following modules:
BST360 Marketing Project (MSc Strategic and Digital Marketing)
BST146 Research in Strategic Marketing (MSc Marketing)
BST247 Marketing and Society (MSc Marketing)
Other teaching commiments:
MSc Marketing disseration live business projects supervision
Biography
Qualifications
- PhD (Marketing & Strategy) Cardiff Business School
- MSc (Social Science Research Methods)Cardiff Business School
- MSc (Marketing) University of South Wales (formerly Glamorgan University)
Selected Funding
- 2024–2025 | EPSRC via AFN Network+ Scoping Studies (UK); Principal Investigator; ‘Net Zero Transitioning: Redefining Assumptions Behind Access to Low-carbon Food in Resource-Constrained Communities’; £49,978
- 2024–2025 | Wellcome Trust via Cynnau | Ignite Cardiff University; Principal Investigator; ‘Envisioning the future of Cardiff’s Farmers Markets’; £1,983.60
- 2024–2025 | Cardiff Business School Seedcorn Funding; Co-Investigator; ‘ARe retailing apps able to encourage minimalist consumption?’; £2,000
- 2024–2025 | Cardiff Business School Seedcorn Funding; Co-Investigator; £650
- 2023-2024 | Cardiff University On-campus Summer Internship; Lead Applicant; ‘Empowering sustainability through the power of AI.’; £,2899.68
- 2019–2021 | Sultan Qaboos University, CEPS Internal Grant; Principal Investigator; ‘Sustainable Consumption in Oman’, RF/EPS/MARKT/19/01; OMR4,000 (£8,000)
Honours and awards
- Academy of Management, Social Issues in Management, Best Papers Proceedings, 2025
- CEPS, Sultan Qaboos University, Best Teacher, 2017
- International Council for Small Business World Conference, Best Paper/Workshop GCC, 2015
Professional memberships
- Chartered Management and Business Educator (CMBE), Chartered Association of Business Schools
- Member of the Academy of Management
- Member of Cross-Sector Social Interactions (CSSI) Community (academics and practitioners)
- Member of Centre for Innovation Policy Research, Cardiff University, UK
- Member of the Academy of Marketing, UK
Academic positions
- 2023-Present | Lecturer in Marketing and Strategy, Cardiff Business School, UK
- 2023-Present | External Examiner, University of Strathclyde, UK
- 2022–2023 | Hourly Paid Lecturer, University of South Wales, UK
- 2021–2022 | Freelance Researcher
- 2015–2021 | Assistant Professor, Sultan Qaboos University, Sutanate of Oman
- 2014–2015 | Assistant Professor, Sohar University, Sultanate of Oman
- 2010–2012 | Hourly Paid Lecturer, University of South Wales, UK
- 2009–2013 | Tutor, Cardiff University Business School, UK
Speaking engagements
- Localized Orchestration: Balancing Power Dynamics in Global North–Global South Partnerships. Invited panel member at the 85th Academy of Management Annual Meeting, Copenhagen, Denmark, 25-29 July 2025.
- Planet Card Project: Preliminary Findings. Research presentation at Food Cardiff Gathering, Food Sense Wales, Cardiff, UK, 25 June 2025.
- Systematic Literature Review Methodology. Guest lecture delivered for the Collaborative Solutions for Social Problems Lab seminar series ‘Advancing Qualitative Research’, Kent University, UK, 21 May 2025.
- Net Zero Transitioning: Redefining Assumptions Behind Access to Low-Carbon Food in Resource-Constrained Communities. Invited panel member and research presentation at Sustainability Fortnight: Sustainable and Resilient Food Systems, Cardiff University, UK, 10 April 2025.
Committees and reviewing
External Roles
- 2025–Present | Member, ECR Committee, Academy of Marketing, UK
- 2016–2018 | Associate Editor, Annual Review of Social Partnerships, Pedagogy Section
- 2010–Present | Ad-hoc Reviewer: Business and Society; Journal of Information Technology; Journal of Business Research; Psychology and Marketing; Business Ethics: A European Review; Social Business
- 2010–Present | Reviewer for academic conferences: Academy of Marketing, UK; Academy of Management; Cross-Sector Social Interactions Symposia
- 2019–Present | Conference Sessions Chair: Academy of Marketing Conference 2018, 2019, 2023, 2024; Cross-Sector Social Interactions Symposium - Leadership and Boundary-spanning track 2023; Welsh Postgraduate Research Conference in Business / Management and Economics – Decarbonisation track 2023
Internal Roles
- 2024–Present | Member, Research, Impact and Innovation Committee, Cardiff Business School
- 2023–Present | Member, Research Ethics Committee, Cardiff Business School
- 2023–Present | Admissions Tutor for MSc Strategic and Digital Marketing and MSc Marketing, Cardiff Business School
Supervisions
I am interested in supervising PhD students in areas related to the intersection between business and society, particularly in the areas related to:
- Cross-sector partnerships
- Interorganisational collaboration for sustainable development and/or innovation (coopetition, precompetitive collaboration, etc.)
- Sustainable consumption practices
- Corporate Social Responsibility
- Responsible innovation
Prospective PhD candidates are encouraged to contact Helena with a research proposal outlining their research topic and preferred methodology.
Current supervision
Contact Details
[email protected]
+44 29225 10537
Aberconway Building, Room C09b, Colum Road, Cathays, Cardiff, CF10 3EU
+44 29225 10537
Aberconway Building, Room C09b, Colum Road, Cathays, Cardiff, CF10 3EU