Key details
Dr Ewa Krolikowska-Adamczyk
Associate Professor in Marketing and Events Management
Ewa joined the University of Greenwich in 2005 with expertise in marketing and business development from the international corporate sector. Drawing on her business background, Ewa’s PhD research contributed to business relationship management, focusing on how social bonds develop in interpersonal business relationships. Since then, she has developed strong research collaborations, extending her research into the field of customer experience. Ewa’s subject expertise has influenced her use of relationship and experiential pedagogies in her teaching which has been highly rated by students.
Over the past 10 years, Ewa has worked with students as partners in co-creating knowledge on her modules, resulting in joint publications and conference papers. More recently, Ewa has reconnected with her theatre roots (as a BA Drama and Theatre Studies graduate) in using drama-based techniques in her teaching. As a co-founder of Act1 Education, she co-delivers workshops on applying drama-based techniques to enhance the impact of knowledge transfer for students and academic staff at the University of Greenwich, as well as other UK and international universities.
Responsibilities within the university
- Associate Head of School for Student Success
Recognition
Memberships
- Chartered Institute of Marketing (Chartered Marketer)
- Fellow of the Higher Education Academy (FHEA)
- Certified Management and Business Educator (CMBE)
Other
- Reviewer for marketing-related articles in the International Journal of Tourism Cities
- Short-listed for Faculty of Business Inspirational Teaching award at Greenwich Student Led Teaching Awards 2020
Research / Scholarly interests
Ewa's research focuses on two main areas:
- Subject-related
Business to business relationship management (social bonds)
- Customer experience
Pedagogy-related
Drama-based techniques in HE teaching
Working with students as partners in co-creating knowledge
Research supervision
- Ewa is interested in applying social psychology theories to relationship marketing. She currently supervises PhD students who are applying Social Identity Theory (SIT) to their research in various contexts such as smart cities and theatre.
Key Funded Projects
- Participating in the evaluation of an EU-funded project: SIREE (Social Integration of Refugees through Education and Self Employment), 2020.
- Developing socially-conscious students: can social consciousness be embedded in teaching? A research project funded by an Academy of Marketing Teaching and Research Development Grant, 2018.
Recent publications
Article
Krolikowska-Adamczyk, Ewa , Zigomo, Pamela, Hamblin, Jenny, Blomfield, Joe , Gater-Moray, Lauren (2025), Co-creation through pushing boundaries: reflections on working with BA events management students as partners on a Final Year module. Bryn Mawr College. In: , , , . Bryn Mawr College, Teaching and Learning Together in Higher Education ISSN: 2381-4268 (Print), (doi: ) NB Item availability restricted.
Krolikowska-Adamczyk, Ewa and , Kuenzel, Sven (2024), An attachment theory perspective of professional service providers' social bonds with their clients. Elsevier. In: , , , . Elsevier, Industrial Marketing Management, 118 . pp. 136-147 ISSN: 0019-8501 (Print), 1873-2062 (Online) (doi: https://doi.org/10.1016/j.indmarman.2024.02.009).
Robson, Robert , Krolikowska-Adamczyk, Ewa, Williams, Kevin (2024), “I notably watched and listened more”: enhancing lecturer effectiveness through drama-based techniques. Taylor & Francis - Routledge. In: , , , . Taylor & Francis - Routledge, Innovations in Education and Teaching International ISSN: 1470-3297 (Print), 1470-3300 (Online) (doi: https://doi.org/10.1080/14703297.2024.2314561).
Bruce, Helen L , Krolikowska-Adamczyk, Ewa, Rooney, Tara (2023), Guest editorial. Investigating the effect of the physical context on customer experience. Emerald. In: , , , . Emerald, Journal of Services Marketing, 37 (6) . pp. 689-699 ISSN: 0887-6045 (Print), (doi: https://doi.org/10.1108/JSM-05-2023-0163).
Bruce, Helen L. , Rooney, Tara, Krolikowska, Ewa (2023), Women microbusiness owners’ entrepreneurial marketing decision-making during a crisis. Routledge. In: , , , . Routledge, Journal of Marketing Management ISSN: 0267-257X (Print), 1472-1376 (Online) (doi: https://doi.org/10.1080/0267257X.2023.2209584).
Fernandes, Jovan and , Krolikowska-Adamczyk, Ewa (2023), The festival customer experience: a conceptual framework. Emerald. In: , , , . Emerald, International Journal of Event and Festival Management, 14 (1) . pp. 23-40 ISSN: 1758-2954 (Print), (doi: https://doi.org/10.1108/IJEFM-11-2021-0083).
Heinrichs, Liza , Kuenzel, Sven, Krolikowska-Adamczyk, Ewa (2021), Keeping in touch with your audience during a global pandemic. Sardines. In: , , , . Sardines, Sardines - Magazine for Amateur Theatre, 50 . pp. 26-27 ISSN: 2515-6756 (Print), (doi: https://www.sardinesmagazine.co.uk/?s=volume+50).
Heinrichs, Liza , Kuenzel, Sven, Krolikowska-Adamczyk, Ewa (2021), The ‘new normal’ for UK theatre?. Sardines. In: , , , . Sardines, Sardines - Magazine for Amateur Theatre, 50 . pp. 16-17 ISSN: 2515-6756 (Print), (doi: https://www.sardinesmagazine.co.uk/?s=volume+50).
Rooney, Tara , Krolikowska, Ewa, Bruce, Helen L. (2020), Rethinking relationship marketing as consumer led and technology driven: propositions for research and practice. Taylor & Francis. In: , , , . Taylor & Francis, Journal of Relationship Marketing, 20 (1) . pp. 42-61 ISSN: 1533-2667 (Print), 1533-2675 (Online) (doi: https://doi.org/10.1080/15332667.2020.1717276).
Krolikowska, Ewa , Kuenzel, Sven, Morrison, Alastair M. (2019), The ties that bind: an attachment theory perspective of social bonds in tourism. Taylor & Francis. In: , , , . Taylor & Francis, Current Issues in Tourism, 23 (22) . pp. 2839-2865 ISSN: 1368-3500 (Print), 1747-7603 (Online) (doi: https://doi.org/10.1080/13683500.2019.1677571).
Conference item
Mundair, Julie and , Krolikowska-Adamczyk, Ewa (2023), The benefits of group personal tutorials in relational pedagogy. In: SHIFT 2023: University of Greenwich Annual Learning & Teaching Conference, 11th - 12th Jan, 2023, London, University of Greenwich , . , . pp. 10-10 (doi: ).
Kawaf, Fatema , Bruce, Helen, Krolikowska-Adamczyk, Ewa, Rooney, Tara , Ngwakwe, Amarachi (2022), Using screencast videography as a customer experience and journey mapping tool: a case study. SERVSIG. In: 12th Servsig2022, 16th - 18th June 2022, Glasgow, Scotland , The 12th International SERVSIG Conference 2022. SERVSIG, (1st) (doi: https://www.servsig2022.org/).
Krolikowska-Adamczyk, Ewa and , (2017), Transforming a BA Events Management final year course using a Students as Partners strategy. In: SHIFT 2018, Friday, 5 January 2018, Greenwich Maritime Campus, Queen Anne Court , . , (doi: ) NB Item availability restricted.
Krolikowska-Adamczyk, Ewa , Bruce, Helen, Rooney, Tara (2017), Reinvigorating Relationship Marketing: A Customer Experience Perspective. In: International Colloquium on Relationship Marketing, 12-15 September 2017, Munich , . , (doi: ) NB Item availability restricted.
Conference proceedings
Yassim, Mazia and , Krolikowska-Adamczyk, Ewa (2019), Developing socially conscious students: can social consciousness be embedded through teaching?. Regent's University London. In: Academy of Marketing Annual Conference 2019, London, 2-4th July 2019, London , Academy of Marketing Conference 2019 - 52nd Annual Conference Proceedings. Regent's University London, London, UK . pp. 89-89 . ISBN: 9781527244856 (doi: https://issuu.com/regentscollege/docs/academy_of_marketing_conference_pro) NB Item availability restricted.