![Mark Toon](https://profiles-cardiff.imgix.net/attachments/5272?w=200&h=200&auto=format&crop=faces&fit=crop&q=90")
Dr Mark Toon
Senior Lecturer in Marketing and Strategy
- Available for postgraduate supervision
Publication
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
- Toon, M., Collin, V., Whitehead, P. and Reynolds, L. 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)
- Collins, V., Toon, M., O'Selmo, E., Reynolds, L. and Whitehead, P. 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. 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 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. -.
- 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. -.
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.
- 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., Morgan, R. E., Lindgreen, A., Vanhamme, J. and Hingley, M. 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 Presented at 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
- Toon, M. 2008. Coordinating mechanisms in interorganisational alliances : context, classification and performance outcomes.. PhD Thesis, Cardiff University.
- Toon, M., Robson, M., Morgan, R. E. and Chuang, F. 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.
- Chuang, F., Robson, M., Morgan, R. E. and Toon, M. 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., Robson, M., Morgan, R. E. and Chuang, F. 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., Robson, M., Morgan, R. E. and Skarmeas, D. 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., Robson, M. J., Skarmeas, D. and Morgan, R. E. 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.
- Toon, M. 2007. Drivers of expectations of continuity in importer-exporter relationships. Presented at: 36th EMAC Annual Conference, Reykjavik, Iceland, 22-25 May 2007.
Articles
- Toon, M., Collin, V., Whitehead, P. and Reynolds, L. 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)
- Collins, V., Toon, M., O'Selmo, E., Reynolds, L. and Whitehead, P. 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., Morgan, R. E., Lindgreen, A., Vanhamme, J. and Hingley, M. 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
- 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 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. -.
- 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 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.
- 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. 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. 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., 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. 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 Presented at 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. 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.
- Toon, M., Robson, M., Morgan, R. E. and Chuang, F. 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.
- Chuang, F., Robson, M., Morgan, R. E. and Toon, M. 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., Robson, M., Morgan, R. E. and Chuang, F. 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., Robson, M., Morgan, R. E. and Skarmeas, D. 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., Robson, M. J., Skarmeas, D. and Morgan, R. E. 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.
- Toon, M. 2007. Drivers of expectations of continuity in importer-exporter relationships. Presented at: 36th EMAC Annual Conference, Reykjavik, Iceland, 22-25 May 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
ToonM@cardiff.ac.uk
+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
