Manto Gotsi (Course Director)


Manto is a Senior Lecturer in Marketing at Bayes Business School (formerly Cass) and the Course Director of the Global MBA. She is also the Module Leader for ‘Marketing’ on our online Global MBA course. Manto is an expert in digital learning. She has been teaching and designing digital learning programmes since 2007, ranging from scalable offerings to boutique programmes. Manto is a member of Bayes X, the Research Centre for Innovation and Disruption. She has also worked as a corporate branding consultant.

Manto’s research interests explore how individuals, teams and organizations navigate paradoxes in innovation management, (re)branding, entrepreneurship and market inclusion. 

Areas of expertise

  • Branding
  • Rebranding
  • Innovation management
  • Radical innovation
  • Barefoot entrepreneurship
  • Market inclusion of marginalised groups

Recent publications

Granados, M., Rosli, A. and Gotsi, M. (2022), “Staying poor: unpacking the process of barefoot institutional entrepreneurship failure”, Journal of Business Venturing, Vol. 37, Issue 3.

Winther-Hansen, C., Carmine, S., Andriopoulos, C. and Gotsi, M. (2021), “COVID-19 and innovation: A paradox perspective”, Journal of Management Inquiry, Vol. 30, Issue 2, pp. 138-153.

Frandsen, S., Gotsi, M., Johnston, A., Whittle, A., Frenkel, S. and Spicer, A. (2018), “Faculty responses to business school branding: a discursive approach”, European Journal of Marketing, Vol. 52, Issue 5/6, pp. 1128-1153.

Andriopoulos, C., Gotsi, M., Lewis, M. and Ingram, A. (2017), “Turning the sword: How NPD teams cope with front-end tensions”, Journal of Product Innovation Management, Vol. 35, Issue 3, pp. 427-445.

Heracleous, L., Papachroni, A., Andriopoulos, C. and Gotsi, M. (2017), “Structural ambidexterity and competency traps: Insights from Xerox Parc”, Technological Forecasting and Social Change, April, pp. 327-338.

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