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Dr Mark Toon

Dr Mark Toon

Senior Lecturer in Marketing and Strategy

+44 (0)29 2087 4420
D04, Aberconway Building, Colum Road, Cathays, Cardiff, CF10 3EU



  • PhD (Cardiff)
  • MPhil (Newcastle)
  • MSc (Cardiff)










  • Toon, M., Morgan, R. E. and Robson, M. 2011. Alliance governance in marketing channels: substitutes and multidimensional forms. Presented at: Marketing Theory Challenges in Emerging Societies : Conference Proceedings, Iaşi, Romania, 21-23 September 2011 Presented at Munteanu, C. ed.Proceedings of 2nd European Marketing Academy (EMAC) Regional Conference, Iasi, Romania, 21-23 September 2011. Iasi: Alexandru Ioan Cuza University of Iasi pp. 247-253.





Teaching commitments

  • MSc Marketing, Programme Director
  • PhD Supervision
  • MSc International Marketing (module coordinator)
  • Yr 3 International Business (module coordinator)

Research interests

Dr. Mark Toon is a specialist in multi-agency governance co-ordination. Mark is a Senior Lecturer in marketing and strategy at Cardiff Business School where he teaches International Business, International Marketing and is the Programme Director for MSc Marketing.

Mark’s research focus includes industrial marketing and he is currently working on leading edge research exploring value co-creation in complex construction projects. These complex construction projects cover ambitious urban regeneration work in which multiple agents come together to deliver construction and creative space environments that have sustainable social impact. Mark contributes to the development of insight in relational governance and how to harness the separate agendas of multiple actors and co-create solutions.

Mark has applied his knowledge of governance co-ordination to professional settings including dentistry and veterinary practice. Publishing in this area, Mark has contributed to understanding of causes of stress in dental practice management and has contributed to national policy formation. “Poor governance co-ordination is a source of inefficiency in front line delivery of services and as we have found, contributes directly to stress and burnout in the [dental] profession”. Taking this work forward into other professions with similar organisational structures is a current focus of Mark’s research.

This research is supported by a solid industrial background with management experience the food industry and current work with for-profit, and not-for-profit organisations and start-ups. His focus on value co-creation in complex construction contexts reflects a keen interest in promoting better understanding of the challenges presented by collaboration among the varied parties that come together to realise visionary projects. Work in this area extends insight for both practitioners and academicians alike.

Key word profile:

Industrial marketing
Relationship Marketing
Value (co-)creation
Small business

PhD supervision research interests

  • Industrial (business to business) marketing
  • Interorganisational governance
  • Interorganisational relationships
  • Transaction cost theory


Past projects