Dr Christopher Agyapong Siaw
Profiles

Dr Christopher Agyapong Siaw

Lecturer in Marketing

Plymouth Business School (Faculty of Arts, Humanities and Business)

Role

Module Leader 

  • Digital Marketing
  • Databases and Analytics
  • International Marketing  
  • New Product Development and Marketing Planning 


Qualifications

PhD in Marketing -- UNSW, Sydney, Australia 

MSc in Marketing -- USW, Wales, UK
BSc (Hons) in Bus Admin -- University of Ghana, Legon

Professional Biography: As a marketing academic, Christopher has taught extensively across marketing, management and strategy disciplines in various universities including Sydney university and University of New South Wales in Australia. With a core research interest in how customer value drives firm value creation processes, Christopher's research focuses on knowledge management and co-creation of value in service ecosystems, new product innovation and technology convergence, product market structures and evolution, and societal marketing.    

Professional membership

Fellow, Institute of Direct and Digital Marketing (IDM), UK

Member, Association for Information Systems (AIS)


Roles on external bodies

Ad hoc Reviewer – Journals

  • Industrial Marketing Management
  • Journal of Business Research
  • European Journal of Information Systems 

Teaching interests

Marketing Strategy 

Digital and Social Media Marketing 
Business Ethics & Sustainability
Relationship Marketing 
Services Marketing 

Research interests

Innovation and Technology Convergence

Product Market Structures and Evolution 
Knowledge Management and Co-creation of Value in Service Ecosystems
Societal Marketing 

Key publications are highlighted

Journals

Nguyen, T., Ngo, L., Norther, G. & Siaw, C. A. (2019). Realising the value of knowledge resources and capabilities: an empirical study, Journal of Knowledge Management, 23(2), pp. 374-395 - https://doi.org/10.1108/JKM-09-2016-0372 

Articles
Agyapong Siaw C, N'go L, Nguyen Q & Northey G 2019 'Realising the value of knowledge resources and capabilities: An empirical study' Journal of Knowledge Management 23, (2) , DOI PEARL
Conference Papers

Nguyen, Q., Northey, G., N’go, L. & Agyapong Siaw, C. (2017) Knowledge as a determinant of competitive advantage, Australia-New Zealand Marketing Academy Conference, 04-06 December, RMIT University, Melbourne, Australia

Agyapong Siaw, C., Payne, A. & Cadeaux, J. (2015). Diffusion within use: Cross-situational specialisation of a new product from the perspective of a dynamically continuous innovation, American Marketing Association Conference, 14-16 August, Chicago, US.

Agyapong Siaw, C., Payne, A. & Cadeaux, J. (2015). Diffusion within use: a new product from the perspective of a dynamically continuous innovation, European Marketing Academy Conference, 26-29 May, Leuven, Belgium.

Agyapong Siaw, C. (2013). Managing the engagement platforms for co-creation opportunities: A model of firm offering – structure of offering fit, Australia-New Zealand Marketing Academy Conference, 03-05 December, Auckland, New Zealand.

Agyapong Siaw, C. (2013). Retracing value-in-use from co-creation encounter, Academy of Marketing Science Conference, 16-19 July, Melbourne, Australia.

Agyapong Siaw, C. (2012). Retracing value-in-use through co-creation encounters: What drives consumers’ value co-creation encounters? Australia-New Zealand Marketing Academy Conference, 03-05 December, Adelaide, South Australia.

Agyapong Siaw, C. & Stephens, P. (2012). Exploring the evidence of societal marketing in corporate communications: A content analysis of the website communications of retail members of the British Retail Consortium, Academy of Marketing Conference, 02-05 July, Southampton, UK.

Agyapong Siaw, C. (2011). Real value is defined by the customer, not the supplier, Professor Malcolm McDonald Student Essay Competition, Academy of Marketing Conference, 04-07 July, Liverpool, UK.