Athanasios Krystallis

Management and International Business

BA, Agricultural Economics, Aristotelian University of Thessaloniki; MSc, International Food Marketing, University of Newcastle upon Tyne; PhD, International Food Consumer Behavior, University. of Newcastle upon Tyne

Professor A. Krystallis joined the American College of Greece – Deree in 2018 as faculty in the Management Department. Athanasios is also a Visiting Scholar at the Centre of Research on Customer Relationships in the food Sector (MAPP, Denmark).

Prior to that, Athanasios has been a Professor of Marketing at Aarhus University, Department of Management, Denmark. Moreover, he has served in various positions and collaborated with numerous tertiary and research institutions in Greece (i.e. Athens University of Economics and Business, Agricultural University of Athens, Hellenic Center for Marine Research, National Agricultural Research Foundation etc.).

Dr. Krystallis is a Marketing Consultant collaborating with various market research agencies to serve business clients in the areas of agro, food and drink, and FMCG B2C and B2B markets in Greece and abroad.

Professor Krystallis has been a member of the Department of Management since 2018.  He has taught courses in the areas of International Business.  His current teaching involves such courses as International Business, International Marketing, Business Research Methods, and Business Marketing.

Dr. Krystallis’ area of expertise is food marketing / consumer behavior (choice), and in particular the study of attitudes towards differentiated product quality and its impact on behavioral intention & choice. His expertise lies in customer behavior (choice) towards new food/FMCG product development and differentiation, namely products carrying sustainability (i.e. eco-labels), authenticity (i.e. designations of origin) and wellness (i.e. health claims) cues on their branding & positioning strategies. His expertise includes developing statistical models for analysis/forecasting of customer choice & marketing strategies for customer loyalty. Dr. Krystallis focusses his research on the above topics in international and global markets.

Athanasios has participated in +15 international research projects funded by the EU Commission under FPs 5-7 and H2020 or by national funds in Denmark, Sweden, Greece, Brazil, China, among others. His inclusive work comprises +70 international peer reviewed publications in ISI- and/or ABS-ranked journals, such as Psychology & Marketing, European Journal of Marketing, Journal of Business Ethics, Journal of Marketing Management, Journal of Consumer Behavior, Journal of Product and Brand Management, etc. His research work has been presented in +100 conferences, symposia and high-profile industry events around the world, and he has delivered courses and seminars on Marketing and International Business in Brazil, China, Canada, USA and Turkey, among others. His work has been recognized internationally, sited +5,500 times so far (h-index 37).