Skip to main content

Research Repository

Advanced Search

Resource integration: Adopting a paradox perspective to inform the management of tensions in customer resource allocation (2020)
Journal Article
Vafeas, M., & Hughes, T. (in press). Resource integration: Adopting a paradox perspective to inform the management of tensions in customer resource allocation. Industrial Marketing Management, https://doi.org/10.1016/j.indmarman.2020.03.014

Service-dominant logic maintains that value is created collaboratively through a process of resource integration. Knowledge-intensive business services, the context for this study, are heavily dependent on customer resources for the fulfilment of the... Read More about Resource integration: Adopting a paradox perspective to inform the management of tensions in customer resource allocation.

Marketing Agency/Client Service-For-Service Provision in an Age of Digital Transformation (2019)
Journal Article
Hughes, T., & Vafeas, M. (2019). Marketing Agency/Client Service-For-Service Provision in an Age of Digital Transformation. Journal of Business to Business Marketing, https://doi.org/10.1080/1051712X.2019.1611080

© 2019, © 2019 Taylor & Francis Group, LLC. Purpose: To explore changes in agency/client value co-creation, at a time when digital transformation is having a major impact on the marketing communications process. The theoretical framework of the res... Read More about Marketing Agency/Client Service-For-Service Provision in an Age of Digital Transformation.

Co-creation of value: A customer-integration approach (2019)
Book Chapter
Hughes, T., & Brooks, I. (2019). Co-creation of value: A customer-integration approach. In B. Nguyen, T. Melewar, & J. Hemsley-Brown (Eds.), Strategic Brand Management in Higher EducationRoutledge

The increasing influence of market competition on higher education has been criticized for a focus on short term gains rather than scholarly development. An alternative view of the market that may be more appropriate is provided by Service-Dominant l... Read More about Co-creation of value: A customer-integration approach.

Drivers of client loyalty in the context of market and technological transformation (2018)
Conference Proceeding
Vafeas, M., Hughes, T., & Little, E. (2018). Drivers of client loyalty in the context of market and technological transformation

This study investigates the drivers of loyalty in the context of market and technological transformation. The focus is the client–marketing agency relationship. In an era of greater competitive intensity, greater pressure to demonstrate a return on i... Read More about Drivers of client loyalty in the context of market and technological transformation.

Service-dominant logic as a framework for exploring research utilization (2018)
Journal Article
Hughes, T., & Vafeas, M. (2018). Service-dominant logic as a framework for exploring research utilization. Marketing Theory, 18(4), 451-472. https://doi.org/10.1177/1470593118764019

© The Author(s) 2018. This article links service-dominant (S-D) logic to the call for better theoretical frameworks to understand research utilization in business and management. It contributes to explaining what happens in cocreating knowledge betwe... Read More about Service-dominant logic as a framework for exploring research utilization.

Resource integration for co-creation between marketing agencies and clients (2018)
Journal Article
Hughes, T., Vafeas, M., & Hilton, T. (2018). Resource integration for co-creation between marketing agencies and clients. European Journal of Marketing, 52(5-6), 1329-1354. https://doi.org/10.1108/EJM-10-2015-0725

© 2018, Emerald Publishing Limited. Purpose: Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration betw... Read More about Resource integration for co-creation between marketing agencies and clients.

Branding in a digital world: Discussion based on an interview with Paul Geddes CEO of Direct Line Group (2018)
Journal Article
Hughes, T., & O'Regan, N. (2018). Branding in a digital world: Discussion based on an interview with Paul Geddes CEO of Direct Line Group. Marketing Review, 18(1), 41-53. https://doi.org/10.1362/146934718X15208754808199

In an interview, Paul Geddes, CEO of Direct Line outlines his thoughts on how branding has changed since he started his career in fast moving consumer goods, at Procter and Gamble. The purpose of the article is to present a leading practitioner’s vie... Read More about Branding in a digital world: Discussion based on an interview with Paul Geddes CEO of Direct Line Group.

Academic research into marketing: Many publications, but little impact? (2018)
Journal Article
Hughes, T., Stone, M., Aravopoulou, E., Tiu Wright, L., & Machtynger, L. (2018). Academic research into marketing: Many publications, but little impact?. Cogent Business and Management, 5(1), 1-18. https://doi.org/10.1080/23311975.2018.1516108

© 2018, © 2018 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license. This article reviews some issues associated with the way in which academic research into marketing is evaluated by UK educ... Read More about Academic research into marketing: Many publications, but little impact?.

Achieving wider impact in business and management: analysing the case studies from REF 2014 (2017)
Journal Article
Hughes, T., Webber, D., & O'Regan, N. (2019). Achieving wider impact in business and management: analysing the case studies from REF 2014. Studies in Higher Education, 44(4), 628-642. https://doi.org/10.1080/03075079.2017.1393059

© 2017, © 2017 Society for Research into Higher Education. Universities, across the globe, are increasingly judged on social and economic impact. An important initiative in the UK is the Research Excellence Framework (REF) 2014, which assessed the wi... Read More about Achieving wider impact in business and management: analysing the case studies from REF 2014.

Antecedents to value diminution: A dyadic perspective (2016)
Journal Article
Vafeas, M., Hughes, T., & Hilton, T. (2016). Antecedents to value diminution: A dyadic perspective. Marketing Theory, 16(4), 469-491. https://doi.org/10.1177/1470593116652005

© 2016, © The Author(s) 2016. The purpose of this article is to identify the antecedents of diminished value in business-to-business exchange. There is only a limited amount of research on value destruction in the context of service-dominant (S-D) lo... Read More about Antecedents to value diminution: A dyadic perspective.

An examination of the dimensions and antecedents of institutionalized creativity (2016)
Journal Article
Vafeas, M., & Hughes, T. (2016). An examination of the dimensions and antecedents of institutionalized creativity. Industrial Marketing Management, 55, 59-69. https://doi.org/10.1016/j.indmarman.2016.02.013

© 2016 Elsevier Inc. While the benefits of buyer-seller relationships have been discussed at length, 'dark side' constructs that can beset longer-term relationships have received less attention. One such construct, which has been identified in the co... Read More about An examination of the dimensions and antecedents of institutionalized creativity.

Co-creation of impact in marketing management: Agency and client research (2015)
Presentation / Conference
Hughes, T., & Vafeas, M. (2015, September). Co-creation of impact in marketing management: Agency and client research. Paper presented at BAM 2015

The creation of wider social and economic impact from academic research is an important policy issue and a priority for BAM. This paper presents a case study of efforts to create practitioner impact from research into the co-creation of marketing co... Read More about Co-creation of impact in marketing management: Agency and client research.

Customer, collaborator or co-creator? What is the role of the student in a changing higher education servicescape? (2015)
Journal Article
Chalcraft, D., Hilton, T., & Hughes, T. (2015). Customer, collaborator or co-creator? What is the role of the student in a changing higher education servicescape?. Journal of Marketing for Higher Education, 25(1), 1-4. https://doi.org/10.1080/08841241.2015.1044790

Across the globe, higher education (HE) is experiencing ever increasing turbulence. The more established markets are dealing with pressure on budgets, coupled with government intervention to steer HE in particular directions. In contrast, institution... Read More about Customer, collaborator or co-creator? What is the role of the student in a changing higher education servicescape?.

Agencies and clients: Co-creation in a key B2B relationship (2014)
Presentation / Conference
Hughes, T., & Vafeas, M. (2014, September). Agencies and clients: Co-creation in a key B2B relationship. Paper presented at International Colloqium of Relationship Marketing

This is an empirical study of co-creation in the context of the relationship between clients and their advertising agencies. This is the first study to conduct dyadic interviews with a number of clients and their agencies in examining the co-creation... Read More about Agencies and clients: Co-creation in a key B2B relationship.

Agencies and Clients – a very special relationship 1 (2014)
Presentation / Conference
Hughes, T., & Vafeas, M. (2014, July). Agencies and Clients – a very special relationship 1

Findings from Hughes and Vafeas first stage of research on marketing agencies and clients.

Consumer resistance to internet-based services: Implications for real estate customer service (2014)
Journal Article
Patsiotis, A., Hughes, T., & Webber, D. J. (2014). Consumer resistance to internet-based services: Implications for real estate customer service

Internet-based applications are very commonplace within business and personal contexts. Online banking, chat based customer service, and shopping are just some of the e-functions that permeate our day-to-day lives. Some consumers, though, show great... Read More about Consumer resistance to internet-based services: Implications for real estate customer service.

Co-creation: Moving towards a framework for creating innovation in the triple helix (2014)
Journal Article
Hughes, T. (2014). Co-creation: Moving towards a framework for creating innovation in the triple helix. Prometheus, 32(4), 337-350. https://doi.org/10.1080/08109028.2014.971613

The objective of the paper is to demonstrate how the theoretical ideas of Service-Dominant Logic (S-D logic) can usefully be applied to innovation through collaboration between university, industry and government. The debate around S-D logic has stim... Read More about Co-creation: Moving towards a framework for creating innovation in the triple helix.

Internet shopping and internet banking in sequence: An explanatory case study (2013)
Journal Article
Patsiotis, A. G., Webber, D. J., & Hughes, T. (2013). Internet shopping and internet banking in sequence: An explanatory case study. Journal of Financial Services Marketing, 18(4), 285-300. https://doi.org/10.1057/fsm.2013.22

Adoption of Internet banking often follows on from usage of Internet shopping, but policies to increase Internet banking use typically ignore this ordering. This article presents a case study that underscores this sequence of Internet service adoptio... Read More about Internet shopping and internet banking in sequence: An explanatory case study.

Value co-creation in social marketing: Functional or fanciful? (2013)
Journal Article
Domegan, C., Collins, K., Stead, M., McHugh, P., & Hughes, T. (2013). Value co-creation in social marketing: Functional or fanciful?. Journal of Social Marketing, 3(3), 239-256. https://doi.org/10.1108/JSOCM-03-2013-0020

Purpose: Value co-creation thinking is reshaping the understanding of markets and marketing and presents a significant opportunity to develop the theory and practice of social marketing. However, whilst value co-creation offers thought-provoking new... Read More about Value co-creation in social marketing: Functional or fanciful?.

An examination of consumers' resistance to computer-based technologies (2013)
Journal Article
Patsiotis, A. G., Patsiotis, A., Hughes, T., & Webber, D. J. (2013). An examination of consumers' resistance to computer-based technologies. Journal of Services Marketing, 27(4), 294-311. https://doi.org/10.1108/08876041311330771

Purpose: This paper aims to provide a better understanding of non-adoption of technological interfaces. The majority of diffusion research on technological innovations does not distinguish clearly between non-adoption and resistance behavior and assu... Read More about An examination of consumers' resistance to computer-based technologies.


;