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Dr Zsofia Toth

Associate Professor in Marketing and Management

Associate Professor in Marketing and Management in the Business School


Zsófia joined DUBS as Associate Professor in Marketing in September 2021. Her research focuses on business networks, the building and development of interorganisational relationships, and how firms manage innovation, tensions, and organisational attractiveness in networks. She is also interested in novel methodologies such as fuzzy set Qualitative Comparative Analysis, Necessary Condition Analysis and Social Network Analysis. Her PhD was on organisational attractiveness in networks that she completed in 2015 at the Manchester Business School (now Alliance Manchester Business School), University of Manchester. She graduated at Corvinus University in 2009 (MSc with distinction with majors in 1) Business and Management and 2) Communications) as well as at Lóránd Eötvös University in 2011 (BA in Philology with Specialisation in Art History), Budapest, Hungary. Prior to becoming an academic, she worked in market research (in Hungary), for NGOs (in Hungary and Austria) and branding (in Switzerland). Prior to joining Durham, she worked at the Nottingham University Business School, University of Nottingham as Assistant Professor in Marketing between 2015-2021, where she taught (among some other subjects) Business-to-Business Marketing for MSc, PhD and MBA students in the UK and on the Singapore MBA programme of Nottingham University both in-person and online. From 2019 she holds Fellowship in the Higher Education Academy. During her time at Nottingham, she was awarded with ESRC Impact Accelerator Funding, a British Academy Small Grant and funding from the Digitally Advanced Services (DEAS+) group. As part of her funded work, she led a research team to support the digital innovation of the charity Relate (Nottinghamshire) to accommodate to the changed circumstances of the Coronavirus pandemic. Also, she has been active in impact creation with local small- and medium-sized firms in the Midlands, especially in the field of organisational attractiveness in networks, including digital presence. She had NDAs with large organisations too, such as in aerospace and the automotive industries. She is a visiting academic at Rotterdam School of Management, Erasmus University, the Netherlands. She serves on the editorial and review boards of Industrial Marketing Management (IMM) and the Journal of Business Research (JBR). She received Distinguished Reviewer Award from JBR in 2016 and together with her co-authors Best Paper Award at the Spring Servitization Conference in 2020 for the study on managing tensions in digital servitization. She completed her Diploma in Coaching at the University of Cambridge in 2021 and became Member of the Association for Coaching (MAC).


Zsófia is an Associate Professor in Marketing with research interests in buyer-supplier relationships and business networks. She has taught at Undergraduate, MSc, MBA and PhD levels and holds Fellowship in the Higher Education Academy. She enjoys combining theoretical insights, novel methodologies and practitioner challenges for the creation of academic and managerial/societal impact.

Research interests

  • Networks
  • Buyer-supplier relationships
  • Innovation
  • Buyer/supplier attractiveness
  • Tensions
  • Digital business-to-business marketing
  • Methodologies


Chapter in book

Journal Article

Supervision students

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