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Dr. Helena Knight is a Lecturer in the Marketing and Strategy Department at Cardiff Business School, Cardiff University, having joined the institution in January 2023. Prior to her current position, she served as an Assistant Professor at Sultan Qaboos University in the Sultanate of Oman from 2015 to 2021, and has held various academic positions including Lecturer at Sohar University and Hourly Paid Lecturer at both University of South Wales and Cardiff Business School.
Helena Knight earned her PhD in Marketing and Strategy and an MSc in Social Science Research Methods from Cardiff Business School, complemented by an MSc in Marketing from the University of South Wales (formerly Glamorgan University). Her academic journey has been supported by prestigious funding including an ESRC 1+3 PhD Scholarship and recognition as the Best Dissertation in her MSc cohort at the University of South Wales.
Dr. Knight's research focuses on value creation at the intersection of business and society, with particular emphasis on interorganisational collaboration for sustainable development and innovation. Her work examines cross-sector partnerships, coopetition, and precompetitive collaboration as mechanisms for driving positive social and environmental outcomes. She also investigates the relationship between smart technologies and brand outcomes in digital retailing contexts, exploring how augmented reality and social commerce influence consumer behavior and brand co-creation.
Her publication record demonstrates a clear trajectory toward addressing societal grand challenges through business collaboration. Recent work (2023-2025) has increasingly focused on theoretical foundations for coopetitive circular business models and systematic analyses of cross-sector partnerships. Her research bridges academic theory and practical application, often drawing on case studies from Oman and other Middle Eastern contexts to provide cross-cultural perspectives on sustainable consumption and business-society relationships.
- Best Paper Award at the 60th Annual ICSB World Conference, Dubai (2015)
- College of Economics and Political Science, Sultan Qaboos University, Best Teacher Award (2017)
- Cardiff University Graduate College Grant for founding and running the postgraduate research group CaPRICoRN (2010-2012)
- Cardiff Business School Grant to attend EDAMBA 19th Summer Academy
- ESRC 1+3 PhD Scholarship recipient
- University of South Wales, Best Dissertation in MSc Cohorts
Dr. Knight serves as Associate Editor (Pedagogy Section) for the Annual Review of Social Partnerships (2016-2018) and provides ad hoc journal reviews for Business and Society, Business Ethics: A European Review, Social Business, and Journal of Business Research. She actively supervises PhD students in areas related to business-society intersections, including cross-sector partnerships, sustainable development collaboration, and responsible innovation. Her commitment to community engagement is evident through roles such as Advisory Board Member for the Railway Gardens Community Project in Cardiff (2021-2022).
As a member of the Cross-Sector Social Interactions (CSSI) Community, Centre for Innovation Policy Research at Cardiff University, and the Academy of Marketing (UK), Dr. Knight maintains strong connections with both academic and practitioner communities focused on sustainable business practices and social impact.
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