Nick Yip



Accepting PhD Students

Personal profile


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.

Administrative Posts

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)

Teaching Interests


Principles of Marketing

Digital Marketing and the Service Economy


Customer Focus and the Digital Marketing

Frontiers in Branding

Brands and Leadership




Key Research Interests

Research Areas: 

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


PhD Students:

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):

  • SDG 3 - Good Health and Well-being

Education/Academic qualification

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 positions

External Examiner, University of Westminster

1 Oct 2017 → …

External Examiner, University of Wolverhampton

1 Nov 201531 Oct 2019

External Examiner, Plymouth University

1 Oct 201230 Sep 2016


  • Social Sciences (General)
  • Marketing
  • Service
  • Value Co-creation
  • Service Dominant Logic
  • Pricing
  • Willingness to pay
  • Education
  • Knowledge Transfer
  • Knowledge Co-creation

Collaborations and top research areas from the last five years

Recent external collaboration on country/territory level. Dive into details by clicking on the dots or