Projects per year
I began my doctoral studies in 2006 after spending 18 years in industry. Prior to joining the University of East Anglia, I held various management and marketing positions within the service industry.
My research interests are in the areas of value co-creation and services. Using the service dominant logic as a platform, I explore how value is co-created in service offerings between the firm and the customer, and how these interactions impact on management issues such as pricing, processes, consumption and institutions. My resaerch projects include working with the Northcott Devon Foundation, BAE Systems, the South Devon National Health Service (NHS) and the Shakespeare Birthplace Trust. I have also completed a two year project as an academic supervisor on a Knowledge Transfer Programme (KTP) with a defence consulting firm on service transformation.
I am a Fellow of the Higher Education Academy as well as a member of the British Academy of Management. I am also a member of the editorial board (academic) for the Journal of Revenue and Pricing Management.
Office Hours - Fridays 1400-1600
Course Leader - MSc Brand Leadership
Course Leader - BSc Marketing & Management (former)
Module Organiser - 7005A (MBA) Customer Focus and Digital Marketing
Module Organiser - 7022B Frontiers in Branding
Module Organiser - 7023Y Brands & Leadership
Module Organiser - 7019X Dissertations
Module Organiser - 5013Y Digital Marketing and the Service Economy
Module Organiser - 4016Y Principles of Marketing (former)
Principles of Marketing
Digital Marketing and the Service Economy
Customer Focus and the Digital Marketing
Frontiers in Branding
Brands and Leadership
Key Research Interests
Value, Service, Value co-creation, Service Dominant-Logic, Pricing, Knowledge Co-production, Knowledge Transfer, Impact, Education
(2018) - Newton Fund / British Council / Universiti Malaysia Sabah (UMS), Malaysia. Newton researcher links workshop on "Social Innovation Through Entrepreneurial Learning (SITEL)". Kota Kinabalu, Malaysia 25-28 Juna 2018.
(2016) - Newton Fund / British Council / International Foundation of Science China. Newton researcher links workshop on "Innovation and Sustainability in the Healthcare Supply Chain Management". Chengdu, China 18-22 November 2016.
(2018) - £1,340: "Bullet journaling – an exploratory analysis on its role in mediating mental health and stress at the workplace” (Eastern Academic Research Consortium, Principal Investigator
(2017) - £1,000: A better understanding on the drivers of business failures: A meta-physical sentiment analysis. EARC (Eastern Academic Research Consortium, Principal Investigator
(2015) - £10,000: Knowledge co-creation between universities and small and medium-sized enterprises: drivers and impact. BA/Leverhulme Small Grant, Co-Investigator
(2015) - £13,145: Shakespeare in the Digital Economy. RCUK/NEMODE (New Economic Models in the Digital Economy), Principal Investigator
(2014) - £5,000: Broadening the evidence base on knowledge transfer partnerships (KTP) in the social sciences. British Academy of Management, Co-Investigator
(2012) - £5,500: The Multiple Dimensions of Knowledge Transfer Value, Birkbeck College, University of London, Co-Investigator
(2008) - £124,080:Knowledge Transfer Partnership with Harmonic Ltd, Academic Supervisor
(2008) - £25,000:NHS service provision for the Neovascular Age-related Macular Degeneration NAMD) with South Devon Healthcare Services (SDHS), Consultant
(2008) - £2,088,436: EPSRC Support Service Solutions: Strategy and Transition (S4T) Research Project with BAE Systems, Research Associate
(2007) - £5,000:The impact of the grants on beneficiaries and their effectiveness of the organisation. The Northcott Devon Foundation (NDF), Research Associate
I have successfully supervised PhD students. Currently I am supervising three PhD students in the area of "Dynamic Marketing Capabilities", "Communities of Practice" and "Product Knowledge and Trust in Financial Services"
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
Doctor of Philosophy, University of Exeter
Award Date: 1 Jan 2012
Master of Business Administration, University of Hull
Award Date: 1 Jan 1998
Bachelor of Arts, University of Malaya
Award Date: 1 Jan 1988
External Examiner, University of Westminster
1 Oct 2017 → …
External Examiner, University of Wolverhampton
1 Nov 2015 → 31 Oct 2019
External Examiner, Plymouth University
1 Oct 2012 → 30 Sep 2016
- Social Sciences (General)
- Value Co-creation
- Service Dominant Logic
- Willingness to pay
- Knowledge Transfer
- Knowledge Co-creation
Dive into details
Select a country/territory to view shared publications and projects
- 2 Finished
Shakespeare in the Digital Economy
1/02/15 → 31/07/15
Constituents of dynamic marketing capability: Strategic fit and heterogeneity in export performanceHoque, M. T., Nath, P., Ahammad, M. F., Tzokas, N. & Yip, N., May 2022, In: Journal of Business Research. 144, p. 1007-1023 17 p.
Research output: Contribution to journal › Article › peer-review2 Citations (Scopus)
Does affective evaluation matter for the success of university-industry collaborations? A sentiment analysis of university-industry collaborative project reportsDeSilva, M., Rossi, F., Yip, N. K. T. & Rosli, A., Feb 2021, In: Technological Forecasting and Social Change. 163, 120473.
Research output: Contribution to journal › Article › peer-reviewOpen AccessFile10 Citations (Scopus)18 Downloads (Pure)
Influence of green innovation strategy on brand value: The role of marketing capability and R&D intensityLin, W. L., Ho, J. A., Sambasivan, M., Yip, N. & Azali, M., Oct 2021, In: Technological Forecasting and Social Change. 171, 120946.
Research output: Contribution to journal › Article › peer-reviewOpen AccessFile23 Citations (Scopus)
Effect of green innovation strategy on firm-idiosyncratic risk: A competitive action perspectiveLin, W. L., Azali, M., Sambasivan, M. & Yip, N., Mar 2020, In: Business Strategy and the Environment. 29, 3, p. 886-901 16 p.
Research output: Contribution to journal › Article › peer-reviewOpen AccessFile20 Citations (Scopus)2 Downloads (Pure)
The adoption of technological innovations in a B2B context and its impact on firm performance: An ethical leadership perspectiveLin, W. L., Yip, N., Ho, J. A. & Sambasivan, M., Aug 2020, In: Industrial Marketing Management. 89, p. 61-71 11 p.
Research output: Contribution to journal › Article › peer-reviewOpen AccessFile56 Citations (Scopus)4 Downloads (Pure)
- 3 Examination
External Examiner - Westminster University
Kwok Yip (Examiner)2017 → …
External Examiner - Wolverhampton University
Kwok Yip (Examiner)2015 → 2019
External Examiner - Plymouth University
Kwok Yip (Examiner)2012 → 2016