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Dr Mark Toon
BSc MSc MPhil PhD FHEA
- Available for postgraduate supervision
Teams and roles for Mark Toon
Director of Assessment and Feedback
Senior Lecture in Marketing and Strategy
Publication
2025
- Boncheva, K. et al. 2025. Staying or leaving? Resource redeployment and real options effects in accelerating or mitigating firms’ international market exit decisions. Presented at: Global Marketing Conference 2025 Hong Kong 24-27 July 2025.
- Toon, M. 2025. Alliances for social good: the effect of purpose-based aims on alliance governance. Presented at: Academy of Marketing 2024 Annual Conference and Doctoral Colloquium Cardiff 1 - 4 July 2024. Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium.
- Toon, M. 2025. An alliance failures framework for complex multi-agency alliances. Presented at: EMAC Spring Conference 2025 Madrid, Spain 27 - 30 May 2025.
- Toon, M. 2025. In it together – tapping the internal market for environmental and organisational performance. Presented at: Academy of Marketing Conference 2025 Cork, Ireland 7-10 July 2025.
2024
- Toon, M. 2024. Jet zero? Why net zero in aviation can’t get off the ground. The Conversation 2024 (3 Dec)
- Toon, M. and Reynolds, L. 2024. A paradoxical kind of living: using the paradox theory lens to explain organisational dysfunction for high status professionals. Presented at: British Academy of Management Conference 2024 Nottingham, UK 4-6 September 2024. Conference Proceedings of the British Academy of Management Conference 2024. Vol. 2024.
2020
- Toon, M. 2020. Survey design for quantitative analysis: A large-scale investigation into stress and burnout within the UK dental profession. In: Sage Research Methods Cases. Medicine and Health SAGE(10.4135/9781529744224)
2019
- Collins, V. et al., 2019. A survey of stress, burnout and well-being in UK dentists. British Dental Journal 226 , pp.40-49. (10.1038/sj.bdj.2019.6)
- Toon, M. et al. 2019. An analysis of stress and burnout in UK general dental practitioners: sub dimensions and causes. British Dental Journal 226 , pp.125-130. (10.1038/sj.bdj.2019.46)
- Toon, M. and Burki, U. 2019. Market knowledge and governance choice in international marketing alliances: implications for export performance. Presented at: Australian and New Zealand Marketing Association Conference (ANZMAC) 2019 hosted in Wellington, New Zealand Wellington, New Zealand 2-4th Dec 2019.
2018
- Toon, M. and Burki, U. 2018. Measuring the impact of supplier specific assets and business culture on the Asian-Asian and Asian-Western export relationships. Presented at: EMAC 2018 Glasgow, Scotland, United Kingdom 29 May-1 June 2018. , pp.-.
- Toon, M. and Hurth, V. 2018. Organisational purpose and employee-company identification: a relational marketing perspective. Presented at: International Colloquium on Relationship Marketing 2018 hosted in Cardiff UK Cardiff 12-14 Sept 2018.
- Toon, M. , Robson, M. and Morgan, R. 2018. Mapping managerial exchange and alliance performance: The contingent effects of firm size and managerial tenure. Presented at: IMM Summit 2018 2018. , pp.-.
2016
- Lemke, F. and Toon, M. 2016. Value co-creation in complex projects: opening the time-value box. Presented at: EMAC 2016 Oslo, Norway 24-26 May 2016.
- Toon, M. and Lemke, F. 2016. Hearing the quiet voices: digital empowerment of low status stakeholders in complex value co-creation construction scenarios. Presented at: ICRM 2016 Toulouse, France 7-9 Sept 2016.
- Toon, M. et al. 2016. Processes and integration in the interaction of purchasing and marketing: considering synergy and symbiosis. Industrial Marketing Management 52 , pp.74-81. (10.1016/j.indmarman.2015.07.014)
2015
- Toon, M. and Lemke, F. 2015. What is multi-agency value co-creation anyway?. Presented at: International Colloquium on Relationship Marketing 2015 Helsinki, Finland 15-17 September 2015.
2014
- Toon, M. , Morgan, R. E. and Robson, M. J. 2014. Building the exchange process: The antecedents of operational exchange in collaborative business to business relationships. Presented at: International Colloquium on Relationship Marketing Newcastle, UK 8-10 September 2014.
2013
- Toon, M. , Morgan, R. E. and Robson, M. J. 2013. Operational exchange in collaborative business to business alliances: antecedents and the impact of firm size. Presented at: EMAC 2013 Istanbul, Turkey 4-7 June 2013.
2012
- Toon, M. , Robson, M. J. and Morgan, R. E. 2012. A value-in-process analysis of relationship interactions in non-equity alliances. Industrial Marketing Management 41 (1), pp.186-196. (10.1016/j.indmarman.2011.11.016)
2011
- Toon, M. , Morgan, R. E. and Robson, M. 2011. Alliance governance in marketing channels: substitutes and multidimensional forms. Presented at: Marketing Theory Challenges in Emerging Societies : Conference Proceedings Iaşi, Romania 21-23 September 2011. Published in: Munteanu, C. ed. Proceedings of 2nd European Marketing Academy (EMAC) Regional Conference, Iasi, Romania, 21-23 September 2011. Iasi: Alexandru Ioan Cuza University of Iasi. , pp.247-253.
2010
- Toon, M. 2010. Non-trust in non-equity relationships: A non-transaction costs perspective. Presented at: 18th International Colloquium in Relationship Marketing Reading, UK 27-30 September 2010.
- Toon, M. , Robson, M. and Morgan, R. 2010. Non-trust in non-equity relationships: A non-transaction costs approach. Presented at: International Colloquium on Relationship Marketing 2010 Henley-on-Thames, UK 27-29 September 2010. , pp.31-32.
2008
- Chuang, F. et al., 2008. The contingent value of stage-gate capabilities for new product performance in Chinese new technology ventures. Presented at: Academy of Marketing Conference 2008 Aberdeen, UK 8-10 July 2008.
- Toon, M. 2008. Coordinating mechanisms in interorganisational alliances : context, classification and performance outcomes.. PhD Thesis , Cardiff University.
- Toon, M. et al. 2008. Assessment of inter-organisational governance types: multidimensionality and repeated ties. Presented at: British Academy of Management Conference (BAM) 2008 Harrogate, UK 9-11 September 2008.
- Toon, M. et al. 2008. Assessment of interorganisational governance types: multidimensionality and repeated ties. Presented at: British Academy of Management 2008 Harrogate, UK September 2008. , pp.31-32.
2007
- Toon, M. 2007. Drivers of expectations of continuity in importer-exporter relationships. Presented at: 36th EMAC Annual Conference Reykjavik, Iceland 22-25 May 2007.
- Toon, M. et al. 2007. Formal governance in co-marketing alliances: conceptualization and assessment of factor model. Presented at: British Academy of Management Conference 2007 Warwick, UK 10-13 September 2007. , pp.31-32.
- Toon, M. et al. 2007. Formal governance in co-marketing alliances: conceptualization and assessment of factor structure. Presented at: British Academy of Management Conference 2007 Warwick, UK 10-13 September 2007.
Articles
- Collins, V. et al., 2019. A survey of stress, burnout and well-being in UK dentists. British Dental Journal 226 , pp.40-49. (10.1038/sj.bdj.2019.6)
- Toon, M. et al. 2019. An analysis of stress and burnout in UK general dental practitioners: sub dimensions and causes. British Dental Journal 226 , pp.125-130. (10.1038/sj.bdj.2019.46)
- Toon, M. 2024. Jet zero? Why net zero in aviation can’t get off the ground. The Conversation 2024 (3 Dec)
- Toon, M. et al. 2016. Processes and integration in the interaction of purchasing and marketing: considering synergy and symbiosis. Industrial Marketing Management 52 , pp.74-81. (10.1016/j.indmarman.2015.07.014)
- Toon, M. , Robson, M. J. and Morgan, R. E. 2012. A value-in-process analysis of relationship interactions in non-equity alliances. Industrial Marketing Management 41 (1), pp.186-196. (10.1016/j.indmarman.2011.11.016)
Book sections
- Toon, M. 2020. Survey design for quantitative analysis: A large-scale investigation into stress and burnout within the UK dental profession. In: Sage Research Methods Cases. Medicine and Health SAGE(10.4135/9781529744224)
Conferences
- Boncheva, K. et al. 2025. Staying or leaving? Resource redeployment and real options effects in accelerating or mitigating firms’ international market exit decisions. Presented at: Global Marketing Conference 2025 Hong Kong 24-27 July 2025.
- Chuang, F. et al., 2008. The contingent value of stage-gate capabilities for new product performance in Chinese new technology ventures. Presented at: Academy of Marketing Conference 2008 Aberdeen, UK 8-10 July 2008.
- Lemke, F. and Toon, M. 2016. Value co-creation in complex projects: opening the time-value box. Presented at: EMAC 2016 Oslo, Norway 24-26 May 2016.
- Toon, M. 2025. Alliances for social good: the effect of purpose-based aims on alliance governance. Presented at: Academy of Marketing 2024 Annual Conference and Doctoral Colloquium Cardiff 1 - 4 July 2024. Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium.
- Toon, M. 2025. An alliance failures framework for complex multi-agency alliances. Presented at: EMAC Spring Conference 2025 Madrid, Spain 27 - 30 May 2025.
- Toon, M. 2007. Drivers of expectations of continuity in importer-exporter relationships. Presented at: 36th EMAC Annual Conference Reykjavik, Iceland 22-25 May 2007.
- Toon, M. 2025. In it together – tapping the internal market for environmental and organisational performance. Presented at: Academy of Marketing Conference 2025 Cork, Ireland 7-10 July 2025.
- Toon, M. 2010. Non-trust in non-equity relationships: A non-transaction costs perspective. Presented at: 18th International Colloquium in Relationship Marketing Reading, UK 27-30 September 2010.
- Toon, M. and Burki, U. 2019. Market knowledge and governance choice in international marketing alliances: implications for export performance. Presented at: Australian and New Zealand Marketing Association Conference (ANZMAC) 2019 hosted in Wellington, New Zealand Wellington, New Zealand 2-4th Dec 2019.
- Toon, M. and Burki, U. 2018. Measuring the impact of supplier specific assets and business culture on the Asian-Asian and Asian-Western export relationships. Presented at: EMAC 2018 Glasgow, Scotland, United Kingdom 29 May-1 June 2018. , pp.-.
- Toon, M. and Hurth, V. 2018. Organisational purpose and employee-company identification: a relational marketing perspective. Presented at: International Colloquium on Relationship Marketing 2018 hosted in Cardiff UK Cardiff 12-14 Sept 2018.
- Toon, M. and Lemke, F. 2016. Hearing the quiet voices: digital empowerment of low status stakeholders in complex value co-creation construction scenarios. Presented at: ICRM 2016 Toulouse, France 7-9 Sept 2016.
- Toon, M. and Lemke, F. 2015. What is multi-agency value co-creation anyway?. Presented at: International Colloquium on Relationship Marketing 2015 Helsinki, Finland 15-17 September 2015.
- Toon, M. , Morgan, R. E. and Robson, M. 2011. Alliance governance in marketing channels: substitutes and multidimensional forms. Presented at: Marketing Theory Challenges in Emerging Societies : Conference Proceedings Iaşi, Romania 21-23 September 2011. Published in: Munteanu, C. ed. Proceedings of 2nd European Marketing Academy (EMAC) Regional Conference, Iasi, Romania, 21-23 September 2011. Iasi: Alexandru Ioan Cuza University of Iasi. , pp.247-253.
- Toon, M. , Morgan, R. E. and Robson, M. J. 2013. Operational exchange in collaborative business to business alliances: antecedents and the impact of firm size. Presented at: EMAC 2013 Istanbul, Turkey 4-7 June 2013.
- Toon, M. , Morgan, R. E. and Robson, M. J. 2014. Building the exchange process: The antecedents of operational exchange in collaborative business to business relationships. Presented at: International Colloquium on Relationship Marketing Newcastle, UK 8-10 September 2014.
- Toon, M. and Reynolds, L. 2024. A paradoxical kind of living: using the paradox theory lens to explain organisational dysfunction for high status professionals. Presented at: British Academy of Management Conference 2024 Nottingham, UK 4-6 September 2024. Conference Proceedings of the British Academy of Management Conference 2024. Vol. 2024.
- Toon, M. et al. 2008. Assessment of inter-organisational governance types: multidimensionality and repeated ties. Presented at: British Academy of Management Conference (BAM) 2008 Harrogate, UK 9-11 September 2008.
- Toon, M. , Robson, M. and Morgan, R. 2018. Mapping managerial exchange and alliance performance: The contingent effects of firm size and managerial tenure. Presented at: IMM Summit 2018 2018. , pp.-.
- Toon, M. , Robson, M. and Morgan, R. 2010. Non-trust in non-equity relationships: A non-transaction costs approach. Presented at: International Colloquium on Relationship Marketing 2010 Henley-on-Thames, UK 27-29 September 2010. , pp.31-32.
- Toon, M. et al. 2008. Assessment of interorganisational governance types: multidimensionality and repeated ties. Presented at: British Academy of Management 2008 Harrogate, UK September 2008. , pp.31-32.
- Toon, M. et al. 2007. Formal governance in co-marketing alliances: conceptualization and assessment of factor model. Presented at: British Academy of Management Conference 2007 Warwick, UK 10-13 September 2007. , pp.31-32.
- Toon, M. et al. 2007. Formal governance in co-marketing alliances: conceptualization and assessment of factor structure. Presented at: British Academy of Management Conference 2007 Warwick, UK 10-13 September 2007.
Thesis
- Toon, M. 2008. Coordinating mechanisms in interorganisational alliances : context, classification and performance outcomes.. PhD Thesis , Cardiff University.
Research
Research interests
Dr. Mark Toon is a specialist in interorganisational relationship governance and co-ordination. Mark is a Senior Lecturer in Marketing and Strategy at Cardiff Business School where he teaches International Business. He is an experienced educator at undergraduate, post-graduate and executive levels. Mark is the Programme Director for MSc Marketing and the Director of Assessment and Feedback at Cardiff Business School.
Mark brings his industrial experience in management to his research and seeks to apply theory to industrial problems. These ‘problems’ centre on interorganisational relationships in complex settings and span a host of sectors. Mark has contributed understanding in construction and policy development in healthcare. Recent work in aviation seeks to apply his knowledge of organisational coordination to complex collaborations such as jet zero councils and taskforces. Working with colleagues internationally Mark has analysed the effectiveness of council and taskforce efforts to achieve net zero in aviation. “Overcoming differences in agendas and setting up collaborative forums is often the starting point to a successful project” he says. “but establishing meaningful common goals with a set of values attached seems to be the key to success time and again across different sectors.” His focus on value co-creation in complex alliances reflects a keen interest in promoting better understanding of the challenges organisations face when pursuing multiple agendas. Trust among counterparts and shared values are central to the collaborative endeavours that Mark investigates. They become essential in realising visionary projects. Work in this area extends insight for both practitioners and academicians alike.
Key word profile:
Industrial marketing
Business-to-business
Inter-organisational Relationships
Relationship Marketing
Value (co-)creation
Small business
Entrepreneurship
PhD supervision research interests
- Industrial (business to business) marketing
- Interorganisational governance
- Interorganisational relationships
- Transaction cost theory
Teaching
Teaching commitments
- PhD Supervision
- MSc Marketing, Programme Director
- Yr 3 International Business (module coordinator)
Biography
Qualifications
- PhD (Cardiff)
- MPhil (Newcastle)
- MSc (Cardiff)
Contact Details
[email protected]
+44 29208 74420
Aberconway Building, Room D04, Colum Road, Cathays, Cardiff, CF10 3EU
+44 29208 74420
Aberconway Building, Room D04, Colum Road, Cathays, Cardiff, CF10 3EU
