Dr Nathaniel Amoah headshot

Dr Nathaniel Amoah

Lecturer In Strategic Marketing

Lecturer

Strategic Marketing

Department of Strategy and Leadership , Royal Docks School of Business and Law

Dr Nathaniel Amoah is a lecturer in strategic marketing at the University of East London, specialising in sustainability, marketing, supply chain management, and the commercialisation of additive-manufactured products. His current research focuses on exploring the intersection of generative artificial intelligence and consumer behaviour, aiming to develop innovative and sustainable solutions within consumer science.

Qualifications

  • PhD

Areas Of Interest

  • Strategic Marketing
  • Entrepreneurship
  • Consumer Behaviour
  • Generative Artificial Intelligence in Marketing
  • Sustainable Business Practices
Dr Nathaniel Amoah headshot

OVERVIEW

Dr Nathaniel Amoah is a Strategic Marketing lecturer at the University of East London. Nathaniel is passionate about connecting theoretical concepts to practical applications, so he brings a new perspective to the classroom and encourages students to think critically and solve real-world problems. His teaching philosophy emphasises the value of adaptability and creativity in the ever-changing world of modern marketing.

Nathaniel joined the University of East London after successfully defending his dissertation, which significantly contributed to consumer behaviour studies. He is eager to share his knowledge and continue his academic journey. His approach to academia is distinguished by a dedication to interdisciplinary collaboration, which acknowledges the interconnected nature of today's business challenges. This collaborative spirit is evident in his teaching methods, which frequently include case studies and projects that cross multiple business disciplines.

Nathaniel’s academic career has been characterised by a consistent desire for excellence and innovation. Because of his diverse educational background and industry insights, he can provide students with a unique blend of theoretical knowledge and practical wisdom. He is committed to developing the next generation of marketing professionals, providing them with the skills and mindset required to succeed in a rapidly changing global marketplace.

CURRENT RESEARCH

Research and Impact

Nathaniel’s research contributes to both theoretical understanding and practical applications in business, management, and engineering. Future research directions may include:

  1. Exploring the role of emerging technologies in shaping consumer behaviour and marketing strategies
  2. Examining the unique challenges and opportunities for sustainable development and circular economy practices in African contexts
  3. Further exploration of the role of additive manufacturing in sustainable supply chains
  4. Investigating the intersection of organisational culture, employee engagement, and sustainability practices

By continuing to pursue these research interests, Nathaniel aims to contribute to the development of more sustainable, efficient, and resilient business practices and technologies.

 

Most recent research

Nathaniel is currently focused on theory development in the area of marketing and has started a new project in that area.

He is also working on a project with the aim of identifying how artificial intelligence is impacting marketing.

PUBLICATIONS

Visit the UEL research repository to view a full list of publications.

Key Research Themes and Related Publications

Sustainable Development and Circular Economy

My research in this area includes work on sustainable investment in Africa, exploring dimensions beyond ESG (Environmental, Social, and Governance) factors. I have also contributed to research on the circular economy in Nigeria, examining its transition from rhetoric to enterprise development.

  • Appiah-Konadu, P., Amoah, N., Acquah, M.A. (2023). Sustainable Investment in Africa: Beyond ESG. In Management and Leadership for a Sustainable Africa, Volume 1: Dimensions.
  • Akanji, M., Amoah, N., Akpoveso, O.T., Atanya, O., Ogbechie, C. (2023). A Review of the Circular Economy in Nigeria: From rhetoric to enterprise development. In The Routledge Handbook of Catalysts for a Sustainable Circular Economy, 88-106.
  • Amoah, N., Acquah, M.A., Appiah-Konadu, P. (2023). Towards an Afro-Eco model of sustainability. In Management and Leadership for a Sustainable Africa, Volume 1: Dimensions.
  • Acquah, M.A., Appiah-Konadu, P., Amoah, N. (2023). On the Path to a Sustainable Africa: The Role of Communalism and Collaborative Enterprises. In Management and Leadership for a Sustainable Africa, Volume 2: Roles.

Marketing and Consumer Behaviour

I have conducted research on sustainable food consumption behaviours among Generation Z across national cultures. Additionally, I have explored the effects of service quality in short-lived promotions on brand loyalty in the teenage segment.

  • Amoah, N. (2024). Assessing the sustainable food consumption behaviours of Generation Z across national cultures. Università degli studi di Brescia.
  • Amoah, N., Agyei, P.M., Nkrumah, B. (2018). Effective Service Quality in Short-Lived Promotions: Its Effects on Brand Loyalty in the Teenage Segment.

Organisational Behaviour and Human Resource Management

I study the impact of organisational culture on employee engagement, particularly in higher education institutions. My research also examines the role of employee engagement in mediating the relationship between market orientation and sustainable competitive advantage in entrepreneurial university distance education.

  • Afrifa Jnr, T.C.D.S., Fianko, S.K., Amoah, N. (2022). The Effect of Organisational Culture on Employee Work Engagement in a Higher Education Institution. Organisational Cultures: An International Journal, 22(2), 89-104.
  • Agyei, P.M., Bukari, C., Amoah, N. (2023). Market orientation of entrepreneurial university distance education and sustainable competitive advantage relationships: The mediating role of employee engagement. Cogent Social Sciences, 9(1), 2198783.

Supply Chain Management and Sustainability

I investigate the intersection of supply chain management and environmental performance, exploring topics such as green supply chain management, supply chain integration, and operational performance in various sectors, including healthcare. My work examines the role of firm size in moderating these relationships and addresses supply chain resilience, particularly in the context of disruptions like the COVID-19 pandemic.

  • Fianko, S.K., Amoah, N., Jnr, S.A., Dzogbewu, T.C. (2021). Green supply chain management and environmental performance: the moderating role of firm size. International Journal of Industrial Engineering and Management, 12, 163-173.
  • Afrifa, S., Amoah, N., Fianko, S.K., Dzogbewu, T.C. (2022). Supply chain integration and operational performance in health institutions: A structural model for mediation effects. Polish Journal of Management Studies, 24.
  • Dzogbewu, T., Jnr, S.A., Amoah, N., Fianko, S.K., Imdaadulah, A., De Beer, D. (2023). Supply chain disruptions and resilience in the manufacturing industry during COVID-19: Additive manufacturing intervention in perspective. Journal of Industrial Engineering and Management, 16(3), 509-520.
  • Dzogbewu, T.C., Fianko, S.K., Jnr, S.A., Amoah, N. (2021). Assessment of the mediating effects of external integration on manufacturing firms' operational performance. Journal of Industrial Engineering and Management (JIEM), 14(4), 718-732.

Additive Manufacturing and Industry 4.0

A significant portion of my research focuses on additive manufacturing (AM) and its applications. I have conducted bibliometric analyses of AM in product production and multi-material AM for electronics components. My work also explores the critical success factors for AM implementation in South Africa and its interventions during the COVID-19 pandemic.

  • Dzogbewu, T.C., Amoah, N., Fianko, S.K., Afrifa, S., De Beer, D. (2021). Additive manufacturing towards product production: A bibliometric analysis. Manufacturing Review, 9, 1.
  • Dzogbewu, T.C., Afrifa Jr, S., Amoah, N., Fianko, S.K., de Beer, D. (2022). Additive manufacturing interventions during the COVID-19 pandemic: South Africa. Applied Sciences, 12(1), 295.
  • Dzogbewu, T.C., Fianko, S.K., Amoah, N., Jnr, S.A., de Beer, D. (2022). Additive manufacturing in South Africa: Critical success factors. Heliyon, 8(11).
  • Dzogbewu, T.C., Amoah, N., Jnr, S.A., Fianko, S.K., de Beer, D.J. (2023). Multi-material additive manufacturing of electronics components: a bibliometric analysis. Results in Engineering, 19, 101318.

Methodological Approaches

My research employs a variety of methodological approaches, including:

  • Bibliometric analysis
  • Structural equation modelling
  • Case studies
  • Literature reviews

 

Interdisciplinary Collaboration

My publication record demonstrates a strong tendency towards collaborative research, working with colleagues across various disciplines, including industrial engineering, management, and social sciences.

MODULES

  • Marketing in a Digital Age and Corporate Social Responsibility - MK7040
  • Entrepreneurship Practice and Strategy - SG7022

Publications

Browse past publications by year.

Full publications list

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