Neil Morgan

Areas of Expertise

Marketing strategy, marketing capabilities, brand strategy, strategy implementation, and financial performance.

Academic Degrees

• PhD, University of Wales
• MBA, University of Wales
• BA Economics, London School of Economics

Professional Experience

• KPMG

Selected Publications

• Feng, Hui, Neil A. Morgan, and Lopo L. Rego (2017), "Firm Capabilities and Growth: The Moderating Role of Market Conditions," Journal of the Academy of Marketing Science, 45(1): 76-92.
  
• Hult, G. Tomas M., Forrest V. Morgeson III, Neil A. Morgan, Sunil Mithas, Claes Fornel (2016), "Do Managers Know What Their Customers Think and Why?" Journal of the Academy of Marketing Science. 45(1): 37-54.
• Katsikeas, Constantine S., Neil A. Morgan, Leonidas C. Leonidou, and G. Tomas M. Hult (2016), "Assessing Performance Outcomes in Marketing," Journal of Marketing, 80(2): 1-20.
  
• Feng, Hui, Neil A. Morgan, and Lopo L. Rego (2015), "Marketing Department Power and Firm Performance," Journal of Marketing, Vol. 79, No. 5, pp. 1-20.
• Leonidou, Constantinos N., Constantine S. Katsikeas, and Neil A. Morgan (2013), “''Greening'' the Marketing Mix – Does it Payoff?” Journal of the Academy of Marketing Science, Vol. 41, Issue 2, pp. 151-170.
• Lopo L. Rego, Neil A. Morgan and Claes Fornell (2013), "Reexamining the Market Share-Customer Satisfaction Relationship," Journal of Marketing, vol. 77, issue 5, pages 1-20.
• Morgan, Neil A. (2012), “Marketing and Business Performance,” Journal of the Academy of Marketing Science, Vol. 40, No. 1, pp. 102-119.  
• Morgan, Neil A., Constantine S. Katsikeas, and Douglas W. Vorhies (2012), “Export Marketing Strategy Implementation, Export Marketing Capabilities, and Export Venture Performance,” Journal of the Academy of Marketing Science, Vol. 40, No. 2, March, pp. 271-289.    
• Wiles, Michael, Neil A. Morgan, and Lopo L. Rego (2012), “The Effect of Brand Acquisition and Disposal on Stock Returns,” Journal of Marketing, Vol. 76, No. 1, pp. 38-58. 
• Morgan, Neil A. and Rebecca J. Slotegraaf (2012), “Marketing Capabilities for B2B Firms,” Handbook of Business-to-Business Marketing, G. Lilien and R. Grewal, eds., pp. 90-108.
• Gooner, Richard A., Neil A. Morgan, and William D. Perreault (2011), “Is Retail Category Management Worth the Effort (and Does A Category Captain Help or Hinder)?,” Journal of Marketing, Vol. 75, No. 6, pp. 18-33_._
• Yarbrough, Larry, Neil A. Morgan, and Douglas W. Vorhies (2011), “The Impact of Product Market Strategy-Organizational Culture Fit on Business Performance,” Journal of the Academy of Marketing Science, Vol. 39, No. 5, pp. 555-573.
• Morgan, Neil A. (2010), “Commentary on Shelby Hunt’s Selected Contributions to Marketing Management and Strategy Literature,” in R. Varadarajan (ed.), Legends in Marketing, Vol. 7 (Marketing Management and Strategy), Sage, pp. 362-371.
• Morgan, Neil A., Rebecca J. Slotegraaf, and Douglas W. Vorhies (2009), "Linking Marketing Capabilities with Profit Growth," International Journal of Research in Marketing, Vol. 26, No. 4, pp. 284-293.
• Morgan, Neil A., and Lopo L. Rego (2009), "Brand Portfolio Strategy and Firm Performance," Journal of Marketing, 73 (1), 59-74.
• Morgan, Neil A., Douglas W. Vorhies, and Charlotte H. Mason (2009), “Market Orientation, Marketing Capabilities, and Firm Performance,” Strategic Management Journal, Vol. 30, No. 8, pp. 909-920.
• Rego, Lopo L., Matthew Billett, and Neil Morgan (2009), "Consumer-Based Brand Equity and Firm Risk," Journal of Marketing, Vol. 73, No. 6, pp. 47-60.
• Morgan, Neil A. and Lopo L. Rego (2008), “Can Behavioral WOM Measures Provide Insight Into the Net Promoter© Concept of Customer Loyalty?,” Marketing Science, Vol. 27, No. 3, pp. 533-534.
• Morgan, Neil A., Anna Kaleka, and Richard A. Gooner (2007), “Focal Supplier Opportunism in Supermarket Retailer Category Management,” Journal of Operations Management, Vol. 25, No. 2, pp. 512-527.
• Morgan, Neil A. and Lopo L. Rego (2006), “The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance,” Marketing Science, Vol. 25, No. 5, pp. 426-439.
• Vorhies, Douglas W. and Neil A. Morgan (2005), “Benchmarking Marketing Capabilities For Sustained Competitive Advantage,” Journal of Marketing, Vol. 69, No. 1, pp. 80-94. 
• Morgan, Neil A., Eugene W. Anderson, and Vikas Mittal (2005), “Understanding Firms’ Customer Satisfaction Information Usage,” Journal of Marketing, Vol. 69, No. 3, pp. 131-151.
• Morgan, Neil A., Anna Kaleka, and Constantine S. Katsikeas (2004), “Antecedents of Export Venture Performance: A Theoretical Model and Empirical Assessment,” Journal of Marketing, Vol. 68, No. 1, pp. 90-108.
• Vorhies, Douglas W. and Neil A. Morgan (2003), “A Configuration Theory Assessment of Marketing Organization Fit With Business Strategy and Its Relationship with Marketing Performance,” Journal of Marketing, Vol. 67, No. 1, pp. 100-115.
• Morgan, Neil A., Shaoming Zou, Douglas W. Vorhies, and Constantine S. Katsikeas (2003), “Experiential and Informational Knowledge, Architectural Marketing Capabilities, and the Adaptive Performance of Export Ventures,” Decision Sciences, Vol. 34, No. 2, pp. 287-321.