Imperial College London

Dr Omar Merlo

Business School

Assistant Professor



+44 (0)20 7594 9112o.merlo




Business School BuildingSouth Kensington Campus





Dr Merlo is Associate Dean (External Relations) and Academic Director of the MSc Strategic Marketing programmes at Imperial College Business School. Previously he was Lecturer in Marketing at Cambridge University Judge Business School, Fellow of St Edmund's College Cambridge, and Lecturer at the University of Melbourne. He has also held Visiting Professor positions at numerous universities worldwide, such as the University of Oxford, UCL, the London School of Economics, the University of Lausanne, Aalto University, the University of Lugano, the Helsinki School of Economics, and Yonsei Graduate School of Management. Dr Merlo is currently also a Fellow in Marketing at the University of Cambridge.

Dr Merlo holds degrees in Business and in Political Science, and an Honours degree in Business Strategy. He earned his Ph.D. in marketing strategy from the University of Melbourne.

His main teaching, research and consulting interests are in the areas of strategic marketing, services and relationship management, customer engagement and customer management. He has been the recipient of numerous awards for his teaching and research, including teaching prizes from several universities, a European Union Award for Excellence, a Fellowship from the Swiss Research Fund, and a Best Paper award from the American Marketing Association.

Dr Merlo's research has appeared in many academic and professional journals, including Industrial Marketing Management, Journal of Service Research, MIT Sloan Management Review, Marketing Letters, European Journal of Marketing, Journal of Business Research, Marketing Theory, and others.

As a consultant and executive educator, Dr Merlo has worked with many organisations around the world, such as McKinsey & Co., Samsung, Airbus, ARM, ING Bank, The Gap, Nissan, Essex County Council, Petronas, Finmeccanica, Safran, Laing O' Rourke, ABB, Ernst & Young, Barclays, HSBC, Agricultural Bank of China, Qatar Commercial Bank, Mace, KPN, Astellas, Beijing Capital Land, Royal Mail, Canon, Audi, Nissan, Itella Finland, Metsa, Konecranes, HKSCAN, Uponor, City of Helsinki, Cambridge Addenbrooke’s Hospital, Church of England, Illy Coffee, Oriola, Lindstrom, University of Sao Paolo, Hong Kong University, Tsinghua University, IIPM, Telstra, Australian Telecommunications Authority, and Australia Post, among others.

Dr Merlo is a member of Duke Corporate Education's Global Learning Resource Network and acts as advisor to a number of start-up companies. Previously he was also Senior Associate of Chant Link & Associates in Australia, and Executive Educator for the School of Enterprise at the University of Melbourne.

Selected Publications

Journal Articles

Eisingerich AB, Auh S, Merlo O, 2014, Acta non verba? The role of customer participation and word of mouth in the relationship between service firms’ customer satisfaction and sales performance, Journal of Service Research, Vol:17, ISSN:1094-6705, Pages:40-53

Merlo O, Lukas BA, Whitwell GJ, 2012, Marketing's reputation and influence in the firm, Journal of Business Research, Vol:65, ISSN:0148-2963, Pages:446-452

Merlo O, Auh S, 2011, The power of marketing within the firm: its contribution to business performance and the effect of power asymmetry, Industrial Marketing Management

Merlo O, Auh S, 2009, The effects of entrepreneurial orientation, market orientation, and marketing subunit influence on firm performance, Marketing Letters, Vol:20, ISSN:0923-0645, Pages:295-311

More Publications