Achilleas Boukis

Achilleas Boukis is an Associate Professor in Marketing at the University of Birmingham's Birmingham Business School. With a PhD from Strathclyde University (2014) and a PGCert in Higher Education (2015), he focuses on branding, technology-enabled service interactions, and employee-customer dynamics in hospitality and sharing economy contexts. His work appears in top journals like Tourism Management, Journal of Business Research, and British Journal of Management.

• PhD: Strathclyde Business School (2014)
• PGCert: University of Sussex (2015)
• MSc: Athens University of Economics and Business (2008)
• BSc: Athens University of Economics and Business (2005)

His research examines value creation in service interactions and branding strategies for blockchain technologies. Recent work includes NFT classification frameworks, employee social media impact on service performance, and customer threat dynamics in hospitality. He collaborates with institutions in the UK, Australia, and the US.

Scientific achievements include:

• Highly Commended Award (Emerald/EFMD 2014)
• BAFTA 2014 Honourable Mention

Active in curriculum development and online education, he supervises PhD/DBA students while integrating service-dominant logic into teaching methodologies to foster critical thinking and global collaboration.