Anne Souchon

Professor Anne Souchon holds the position of Professor of International Marketing and Associate Dean (Enterprise) at Loughborough University. She joined in 2003 after roles as Senior Lecturer and Director of Undergraduate Marketing at Aston Business School, and earlier held positions at Victoria University of Wellington and the University of Wales. Her expertise spans export performance, strategic unpredictability, adaptability in international markets, and the interplay between planning and improvisation in decision-making.

Education: DUT from Montpellier, BA from Coventry University, MSc from Strathclyde University, PhD in International Marketing from the University of Wales. Her research focuses on dynamic decision-making processes, export strategies, and the role of improvisation in achieving market responsiveness. Key areas include competitive intelligence, sponsorship effectiveness, and the psychological drivers of marketing innovation.

Her publications analyze topics such as service marketing, coopetition dynamics, and the impact of cultural factors on export success. While no specific awards are mentioned, her work contributes significantly to strategic marketing theory and practice. No formal advisees are listed, though her leadership roles suggest engagement with academic teams.