Manto Gotsi is a Senior Lecturer (Associate Professor) of Marketing at Cardiff Business School, Cardiff University. In the past, she has taught at Brunel Business School, University of Aberdeen Business School and at the Marketing Department of Stratchlyde Business School. She has also held visiting appointments at Grenoble Ecole de Management (France). Manto’s main research interests are at the interface between marketing and organization theory, focusing on the interplay between identity, culture, image and reputation. Her publishing and consulting work focuses on corporate branding, corporate reputation management, corporate rebranding and country image management, as well as on tensions and paradoxes in managing innovation. Her work looks at a wide range of settings including telecommunication firms, branding and design consultancies, NPD consultancies, universities and entrepreneurial ventures. Manto’s articles have appeared in Human Relations, European Journal of Marketing, International Small Business Journal, among others. She has served as a guest-editor for the European Journal of Marketing and the Journal of Business Research.