- Room 211, Cookworthy Building , Drake Circus
- +44 1752 584968
- christopher.agyapongsiaw@plymouth.ac.uk
Profiles
Dr Christopher Agyapong Siaw
Lecturer in Marketing
Plymouth Business School (Faculty of Business)
Role
Module Leader
- Digital Marketing
- New Product Development and Marketing Planning
- Marketing Fundamentals
- Essentials of Marketing
Qualifications
PhD, MSc, BSc
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.
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
Ngo, L., Agyapong Siaw, C., Northey, G., & Nguyen, Q. (2018). Realising the value of knowledge resources and capabilities: An empirical study, Journal of Knowledge Management.
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.
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.