Alex was awarded his PhD in Marketing, and he teaches in the areas of services marketing and business planning, as well as supervising undergraduate, masters, and PhD dissertations. Alex has recently published on topics as diverse as local government, football, and the music industry.
In 2014 Alex was awarded a João Havelange Scholarship by the sports' governing body, FIFA (Fédération Internationale de Football Association) and the Centre International d’Etude du Sport in Switzerland. This award is shared with Dr Kevin Tennent (also of The York Management School) to undertake a pioneering management history of the 1966 FIFA World Cup.