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Dr Nikala Lane BSc, PhD is Reader in Marketing and Strategy and Director of Admissions and New Programme Development at the School of Management. She was previously an Associate Professor in Marketing and Strategy at Warwick Business School, the University of Warwick, and managed the MSc in Management and the MSc in Business, Before that she was a Senior Research Associate at Cardiff Business School, Cardiff University.

Her research interests started in the area of the gender issues in career development for females in the health service, and developed into applying similar constructs in the area of sales management and control systems.

She has published her research in the Journal of the Academy of Marketing Science, the Journal of Personal Selling and Sales Management, the Journal of Marketing Theory and Practice, the British Journal of Management, and the Journal of Management Studies, among others.

Based on the strategic sales research programme, she recently co-authored Strategic Customer Management: Strategizing the Sales Organization (Oxford: Oxford University Press) with Nigel Piercy.

Her current research projects are concerned with the comparison of the effectiveness of sales manager behaviour- and outcome-based control strategies in different countries, and the relationship between strategic sales capabilities and the effective implementation of business strategy.


  1. & The evolution of the strategic sales organization. In David W Cravens, Kenneth Le Meunier-Fitzhugh, Nigel Piercy (Ed.), The Oxford Handbook of Strategic Sales and Sales Management. -50).
  2. & Sales Manager Behavior-Based Control and Salesperson Performance: The Effects of Manager Control Competencies and Organizational Citizenship Behavior. The Journal of Marketing Theory and Practice 20(1), 7-22.
  3. & Corporate Social Responsibility initiatives and strategic marketing imperatives. Social Business 1(4), 325-345.
  4. (Eds.). Strategic Sales and Strategic Marketing. Nikala Lane (Ed.), London: Routledge.
  5. & Strategizing the sales organization. In Nikala Lane (Ed.), Strategic Sales and Strategic Marketing. London: Routledge.

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