Background
Stan began his professional career with Unilever Canada, subsequently moving with that firm to the UK and Sweden, where he was Marketing Director of its Toiletries business. He then spent 10 years as a management consultant (customer relationship management and online marketing) with global leaders in information technology: Computer Sciences Corporation and Sapient. He established CSC UK's Customer Relationship Management practice and then moved to a role within its European Consulting and global management research unit (Research Services). In that role, he started to work with Cranfield's Centre for Strategic Marketing and Sales and completed a PhD.
Stan joined Cranfield full time in 2006 and was appointed Professor of Marketing & Technology in 2016. He is currently Director of the Centre for Strategic Marketing & Sales. He has co-authored best-selling management books about Competing on Value and Customer Relationship Management. He was awarded honours for academic excellence on the MBA from the University of Western Ontario - now Ivey School of Management and has a Bachelor of Science in Economics from the Université de Montréal. He is a reasonable French speaker and (lapsed) Swedish speaker. Learn more at stanmaklan.com
Current activities
Stan Maklan's research focuses upon Digital Transformation, Customer Relationship Management (CRM), Customer Experience (CX), and Marketing Leadership. Collaborations with talented partners take him into the areas of ethical consumption, making sense of big data and development of B2B solutions. He is particularly interested in advancing the practice of marketing; how should firms develop the necessary capabilities to respond to changing markets and technology?
Stan leads the Centre's open executive programmes: Marketing Director's Programme, Customer Experience Strategy and Marketing Strategy and Planning. He teaches the core marketing module on our full-time MBA programme and Big Data Marketing Analytics on the MSc Marketing. He supervises master's theses and PhD students.
Clients
Stan has worked on executive education with many of Cranfield's clients including: EdF, France Telecom, Norwich Union, Arcelor, EMC, Mitsui, Jewsons, Novus Leisure, New Balance and Fiberweb. His private clients included: RBS, Acer, BT, CSC, MHR, Lewmar, Cofely and LRQA.
Publications
Articles In Journals
- Antonetti P, Crisafulli B & Maklan S. (2021). When doing good will not save us: revisiting the buffering effect of CSR following service failures. Psychology & Marketing, 38(9)
- Antonetti P, Crisafulli B & Maklan S. (2018). Too good to be true? Boundary conditions to the use of downward social comparisons in service recovery. Journal of Service Research, 21(4)
- Antonetti P & Maklan S. (2017). Concerned protesters: from compassion to retaliation. European Journal of Marketing, 51(5/6)
- Maklan S, Antonetti P & Whitty S. (2017). A better way to manage customer experience: lessons from the Royal Bank of Scotland. California Management Review, 59(2)
- Nyman J, Pilbeam C, Baines PR & Maklan S. (2016). Identifying the roles of university fundraisers in securing transformational gifts: Lessons from Canada. Studies in Higher Education, 43(7)
- Antonetti P & Maklan S. (2016). Social indentification and corporate irresponsibility: A model of stakeholder punitive intentions. British Journal of Management, 27(3)
- Maklan S & Macdonald EK. (2016). Identifying the right solution customers: a managerial methodology. Industrial Marketing Management, 60
- Antonetti P & Maklan S. (2016). Identity bias in negative word of mouth following irresponsible corporate behavior. Journal of Business Ethics, 149(4)
- Antonetti P & Maklan S. (2016). Hippies, greenies, and tree huggers: how the “warmth” stereotype hinders the adoption of responsible brands. Psychology & Marketing, 33(10)
- Antonetti P & Maklan S. (2015). How Categorisation Shapes the Attitude–Behaviour Gap in Responsible Consumption. International Journal of Market Research, 57(1)
- Maklan S, Peppard J & Klaus P. (2015). Show me the money. European Journal of Marketing, 49(3/4)
- Antonetti P & Maklan S. (2014). Exploring Postconsumption Guilt and Pride in the Context of Sustainability. Psychology & Marketing, 31(9)
- Antonetti P & Maklan S. (2014). An extended model of moral outrage at corporate social irresponsibility. Journal of Business Ethics, 135(3)
- Maklan S, Knox S & Antonetti P. (2014). Building a Sustainable Bank: The Case of GTBank of Nigeria. Thunderbird International Business Review, 56(5)
- Antonetti P & Maklan S. (2014). Feelings that Make a Difference: How Guilt and Pride Convince Consumers of the Effectiveness of Sustainable Consumption Choices. Journal of Business Ethics, 124(1)
- Klaus P & Maklan S. (2013). Towards a Better Measure of Customer Experience. International Journal of Market Research, 55(2)
- Jüttner U, Schaffner D, Windler K & Maklan S. (2013). Customer service experiences. European Journal of Marketing, 47(5/6)
- “Phil” Klaus P & Maklan S. (2012). EXQ: a multiple‐item scale for assessing service experience. Journal of Service Management, 23(1)
- Maklan S & Klaus P. (2011). Customer Experience: Are We Measuring the Right Things?. International Journal of Market Research, 53(6)
- Jüttner U & Maklan S. (2011). Supply chain resilience in the global financial crisis: an empirical study. Supply Chain Management: An International Journal, 16(4)
- Klaus P & Maklan S. (2011). Bridging the gap for destination extreme sports: A model of sports tourism customer experience. Journal of Marketing Management, 27(13-14)
- Maklan S, Knox S & Michel S. (2009). The Guaranty Trust Bank of Nigeria: From niche positioning to mass-market
branding. Thunderbird International Business Review, 51(4)
- Maklan S & Knox S. (2009). Dynamic capabilities: the missing link in CRM investments. European Journal of Marketing, 43(11/12)
- Maklan S, Knox S & Ryals L. (2008). New trends in innovation and customer relationship management: a challenge for
market researchers.. International Journal of Market Research, 50(2)
- Klaus P & Maklan S. (2007). The role of brands in a service-dominated world. Journal of Brand Management, 15(2)
- Maklan S, Knox S & Ryals L. (2005). Using Real Options to Help Build the Business Case for CRM Investment. Long Range Planning, 38(4)
- Knox S, Maklan S & French P. (2005). Corporate social responsibility: exploring stakeholder relationships and
programme reporting across leading FTSE companies. Journal of Business Ethics, 61(1)
- Knox S & Maklan S. (2005). Guaranty trust bank of Nigeria: Building a trusted brand in financial services. Thunderbird International Business Review, 47(6)
- Knox S & Maklan S. (1998). Brand marketing in transition. Journal of Brand Management, 6(1)
- Maklan S & Knox S. (1997). Reinventing the brand: bridging the gap between customer and brand value. Journal of Product & Brand Management, 6(2)
- Maklan S. Developing multichannel marketing. The Business & Management Collection, 2008(12)
Conference Papers
- Von Dem Berge K, Juttner-Schlange U & Maklan S. (2022). Resource sharing in business-to-business contexts: a conceptualisation and guide for future research
- Antonetti P, Crisafulli B & Maklan S. (2018). Revisiting CSR in Service Failures: A Cause-Dependent Buffer (Forthcoming)
- Maklan S, Antonetti P & Crisafulli B. (2017). "Too Good To Be True". Revisiting Downward Social Comparisons in Service Recovery
- Chapman S & Maklan S. (2016). Effects of Personalised Food Advergames on Children’s Affective and Conative Responses
- Antonetti P & Maklan S. (2015). National identity and corporate social irresponsibility: The role of sympathy and moral outrage in explaining retaliatory behaviours
- Maklan S, Tjahjono B & Jüttner U. (2015). Making Sense of the Technology Revolution in Service Marketing
- Windler K, Jüttner U, Hottiger D, Michel S & Maklan S. (2015). Business solutions - a value concept
- Maklan S, Peppard J & Klaus P. (2014). Assessing the Benefits of Technology Led Change: Can Marketing Learn from IS Scholarship
- Chapman S, Maklan S, Nairn A, Dimitriu R & Macdonald E. (2014). Effects of customized advergames on children's persuasion knowledge, attitudes, and food preferences
- Maklan S & Antonetti P. (2014). Moral outrage at unethical corporate behaviour
- Antonnetti P & Maklan S. (2013). Moral Emotions and Self-Regulation: An Investigation in the Case of Ethical Consumption
- Antonnetti P & Maklan S. (2013). Guilt and Pride in Self-Regulation: An Exploration of Sustainability and Ethical Consumption
- Maklan S, Peppard J & Klaus P. (2013). Technology Led Marketing Change: Assessing Investment to Ensure that it Realizes its Full Benefits
- Klaus P, Edvardsson B & Maklan S. (2012). The Next Competitive Battleground? The Effects of Customer Service Experience on Profitability.
- Klaus P, Edvardsson B & Maklan S. (2012). Developing a Typology for Customer Experience Practice
- Antonnetti P & Maklan S. (2012). An Exploratory Study of how Emotions Influence Consumers’ Motivation to Purchase Ethical Products
- Klaus P, Edvardsson B & Maklan S. (2012). Developing a typology of customer experience management practice - from preservers to vanguards
- Klaus P & Maklan S. (2011). EXQ: A Multiple-Item Scale for Assessing Customer Experience In The Emerging Experience Marketing Model
- Klaus P & Maklan S. (2010). EXQ - An Empirical Construct of Customer Experience Quality: Exploring the Triggers of Repurchasing Behaviour
- Maklan S, Juttner U & Klaus P. (2009). Customer experiences: A conceptual framework and measurement approach
- Maklan S, Chan F & Klaus P. (2009). Building a performance assessment system for evaluating investments in CRM
- Knox S & Maklan S. (2009). Sustainability: Developing Stakeholder Relationships Across Leading FTSE Companies
- Maklan S, Knox S & Ryals L. (2008). The Use of Action Research in Marketing Strategy Development.
- Maklan S, Klaus P & Juttner U. (2008). Customer experience engineering: A managerial framework for an emerging service concept
- Klaus P & Maklan S. (2008). A Conceptual Model of Customer Experience Quality and the Development of a Scale for Customer Experience Quality (EXQ)
- Klaus P & Maklan S. (2007). There must be more than SERVQUAL - towards a theory of predicting consumer behaviour based on the concept of experience quality
- Wilson H, Baines P & Maklan S. (2007). Contemporary practice in actioning market segmentation
- Knox S & Maklan S. (2007). Corporate Social Responsibility: Why do CSR Programmes have such a low Impact on
Business Decision-Making?
- Maklan S & Knox S. (2007). Employer branding in the services sector
- Klaus P & Maklan S. (2007). Building a Better Foundation - Developing a Better Predictor of Consumer Behaviour than SERVQUAL
- Knox S & Maklan S. (2006). How effectively do FTSE4GooD companies engage with stakeholders in developing their corporate social responsibility programmes?
- Knox S & Maklan S. (2005). Corporate social responsibility programmes and their impact on business decision
making
- Knox S & Maklan S. (2004). Corporate Social Responsibility:
- Knox S & Maklan S. (2004). Corporate social responsibility: building a framework for performance measurement
- Knox S, Maklan S & Ryals L. (2003). Managing CRM Investments as a Market-Based Asset rather than for Cash Flow
- Knox S, Maklan S, Knox S & Ryals L. (2002). Developing the metrics of brand loyalty
- Knox S, Maklan S & Ryals L. (2002). Consumer purchasing styles and brand loyalty: empirical evidence from product and service markets
- Maklan S, Knox S & Ryals L. (2002). Extending the marketing concept using resource-based theory
- Knox S, Ryals L, Thompson K & Maklan S. (2000). Developing Relationship Marketing through the Implementation of Customer Relationship Management Technology
- Knox S, Mitchell H, Thompson K & Maklan S. (1997). Empirical Insights into Johnson and Lewin's Risk Continuum in Organisational Buying Behaviour
- Knox S & Maklan S. (1997). Re-Inventing the Concept of Brand
- Knox S, Mitchell H, Thompson K & Maklan S. (1997). Brand Attributes in a Business-to-Business Context
Books
- Ryals L. (2017). Implementing sustainable marketing In Cranfield on Corporate Sustainability. Routledge.
- Buttle F & Maklan S. (2015). Customer relationship management: concepts and technologies (3)
- Buttle F & Maklan S. (2015). Managing Customer Experience In Customer Relationship Management. Routledge.
- Buttle F & Maklan S. (2015). How To Deliver Customer-Experienced Value In Customer Relationship Management. Routledge.
- Buttle F & Maklan S. (2015). Customer Portfolio Management In Customer Relationship Management. Routledge.
- Buttle F & Maklan S. (2015). Managing The Customer Lifecycle In Customer Relationship Management. Routledge.
- Buttle F & Maklan S. (2015). Managing The Customer Lifecycle In Customer Relationship Management. Routledge.
- Buttle F & Maklan S. (2015). Understanding Relationships In Customer Relationship Management. Routledge.
- Buttle F & Maklan S. (2015). The Future In Customer Relationship Management. Routledge.
- Buttle F & Maklan S. (2015). Introduction To CRM In Customer Relationship Management. Routledge.
- Buttle F & Maklan S. (2015). Implementing CRM In Customer Relationship Management. Routledge.
- Buttle F & Maklan S. (2015). Planning To Succeed In Customer Relationship Management. Routledge.
- Buttle F & Maklan S. (2015). Using Customer-Related Data In Customer Relationship Management. Routledge.
- Buttle F & Maklan S. (2015). Developing And Managing Customer-Related Databases In Customer Relationship Management. Routledge.
- Buttle F & Maklan S. (2015). Sales Force Automation In Customer Relationship Management. Routledge.
- Buttle F & Maklan S. (2015). Service Automation In Customer Relationship Management. Routledge.
- Buttle F & Maklan S. (2015). Marketing Automation In Customer Relationship Management. Routledge.
- McDonald M, Mouncey P & Maklan S. (2014). Marketing value metrics: How to measure marketing effectiveness (2)
- Knox S, Payne A, Ryals L, Maklan S & Peppard J. (2007). Customer Relationship Management
- Knox S, Maklan S, Peppard J, Payne A, Knox S, .... (2003). CRM: perspectives from the market place
- KNOX S. (2003). Channel and media integration process In Customer Relationship Management. Elsevier.
- KNOX S. (2003). CRM top of the management agenda In Customer Relationship Management. Elsevier.
- KNOX S. (2003). The strategy development process In Customer Relationship Management. Elsevier.
- KNOX S. (2003). Information management process In Customer Relationship Management. Elsevier.
- KNOX S. (2003). The future of CRM: What opinion leaders think In Customer Relationship Management. Elsevier.
- KNOX S. (2003). A strategic framework for CRM In Customer Relationship Management. Elsevier.
- KNOX S. (2003). Performance assessment process In Customer Relationship Management. Elsevier.
- KNOX S. (2003). CRM investments and shareholder value In Customer Relationship Management. Elsevier.
- KNOX S. (2003). The value creation process In Customer Relationship Management. Elsevier.
- Maklan S. (2002). Where's the one-to-one future? In Molineux P(ed.), Exploiting CRM. Hodder & Stoughton.
- Knox S, Maklan S & Thompson K. (2002). Building the Unique Organisation Value Proposition In Schultz M, Hatch MJ & Larsen M (eds), The Expressive Organisation (2). Oxford University Press.
- Maklan S. (2002). Building the business case In Molineux P(ed.), Exploiting CRM. Hodder & Stoughton.
- Maklan S. (2002). Defining the value proposition In Molineux P(ed.), Exploiting CRM. Hodder & Stoughton.
- Knox S, Maklan S & Thompson KE. (2000). Building the Unique Organization Value Proposition In Schultz M, Hatch MJ & Larsen M (eds), The Expressive Organization (1). Oxford University PressOxford.
- Knox S, Maklan S & Knox S. (1998). Competing on Value: bridging the gap between brand and customer value
- Prior DD, Buttle F & Maklan S. Customer Relationship Management
