Kalipso Karantinou

Kalipso Karantinou serves as Associate Professor of Marketing at Athens University of Economics and Business (AUEB), holding appointments in the Department of Marketing and Communication within the School of Business. She maintains active teaching responsibilities across undergraduate, postgraduate, and doctoral programs while leading significant research initiatives including an EU-funded project on Managing Digital Transformation.

Her academic credentials include:

• BSc in Communication and Mass Media (valedictorian), National and Kapodistrian University of Athens
• Masters in Marketing, University of Manchester
• Postgraduate Certificate of Academic Practice, University of Manchester
• PhD in Marketing, University of Manchester

Dr. Karantinou's research investigates consumer behavior through multiple lenses including services marketing, tourism, and digital transformation. She examines how servicescapes (physical and virtual environments), economic austerity, and neuromarketing techniques shape customer experiences. Her work bridges marketing theory with psychological and socioeconomic perspectives, particularly regarding consumer resilience during crises and the impact of digital innovation on service delivery.

Analysis of her 15 most recent publications (2018-2025) reveals three dominant trajectories: (1) austerity-driven consumer adaptation and resilience strategies across European markets, (2) servicescape dynamics in tourism/hospitality contexts using complexity theory, and (3) innovative methodological applications including EEG neuroscience and video-ethnography. Her 2025 complexity theory paper extends foundational servicescape research into nonlinear consumer response modeling.

She has received multiple teaching excellence awards and research recognition, including service as Greece's representative to the European Marketing Academy Executive Committee (2013-2019). Her current EU-funded project on digital transformation exemplifies her leadership in connecting academic research with industry applications.

Dr. Karantinou actively supervises students at all academic levels while directing a robust research team focused on digital transformation and consumer behavior. Her professional engagement extends to executive training programs for business leaders, translating academic insights into practical business solutions through collaborations with industry partners.