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I am a Reader in Marketing, and a member of the Marketing and Corporate Brand Research Group.

My research focuses on the use of digital technology in interactions between firms and their customers. I am particularly interested in the use and consequences of algorithmic decision making, and the development of digital footprints.

I have taught across various programmes, including MBA and executive education, and led on the pedagogical use of new technologies (for instance, I was part of the academic team that founded the Google Online Marketing Challenge).


I hold a PhD from the London School of Economics, as well as an MBA from London Business School. Prior to joining academia, I worked as a management consultant in the telecommunications industry and as a portfolio manager at a leading media and entertainment company, among others.


I lead the Division of Marketing.

Newest selected publications

Canhoto, A. and Clear, JF. (2020) 'Artificial Intelligence and Machine Learning as business tools: a framework for diagnosing value destruction potential'. Business Horizons, 63 (1). pp. 1 - 11. ISSN: 0007-6813 Open Access Link

Journal article

Merendino, A., Dibb, S., Meadows, M., Quinn, L., Wilson, D., Simkin, L. and et al. (2018) 'Big Data, Big Decisions: The Impact of Big Data on Board Level Decision-Making'. Journal of Business Research, 93. pp. 67 - 78. ISSN: 0148-2963 Open Access Link

Journal article

Quinton, S., Canhoto, A., Molinillo, S., Pera, R. and Budhathoki, T. (2017) 'Conceptualising a digital orientation: antecedents of supporting SME performance in the digital economy'. Journal of Strategic Marketing, 26 (5). pp. 427 - 439. ISSN: 0965-254X Open Access Link

Journal article

Quinn, L., Dibb, S., Simkin, L., Canhoto, A. and Analogbei, M. (2016) 'Troubled waters: the transformation of marketing in a digital world'. European Journal of Marketing, 50 (12). pp. 2103 - 2133. ISSN: 0309-0566 Open Access Link

Journal article

Canhoto, AI. and Arp, S. (2016) 'Exploring the factors that support adoption and sustained use of health and fitness wearables'. Journal of Marketing Management, 33 (1-2). pp. 32 - 60. ISSN: 0267-257X Open Access Link

Journal article
More publications(21)