Dr Christopher Agyapong Siaw
Profiles

Dr Christopher Agyapong Siaw

Lecturer in Marketing

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

Biography

Biography

Module Leader 

  • International Marketing 
  • Global Marketing Management 
  • Digital Analytics and Marketing Research 
.

Qualifications

Postgraduate Certificate in Academic Practice -- University of Plymouth, UK.
PhD in Marketing -- UNSW, Sydney, Australia. 
MSc in Marketing -- USW, Wales, UK.
BSc (Hons) in Administration -- University of Ghana, Legon.

Professional Biography: As a marketing academic, I have 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, my 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, Higher Education Academy (HEA), UK

Fellow, Institute of Data and Marketing (IDM), UK

Roles on external bodies

External Examiner

  • Marketing, Entrepreneurship & Tourism Programmes - Anglia Ruskin University (2019 - to date)
  • Undergraduate and Postgraduate Marketing Programmes - University of Roehampton (2022 - to date)

External Panel

  • July 2019: Franchise Approval of BA Digital Marketing Management Programme for Perrotis College in Greece - Cardiff Metropolitan University.
  • October 2022: (Re)validation of BA (Hons) Marketing & Advertising Programme - Lincoln University, UK.
  • October 2022: (Re)validation of BA (Hons) Business & Marketing Programme - Lincoln University, UK.

Ad hoc Reviewer – Journals

  • Industrial Marketing Management
  • Journal of Business Research
  • European Journal of Marketing 
  • Technology Forecasting for Social Change 

Teaching

Teaching

Teaching interests

International Marketing 

Global Marketing Management 
Digital and Social Media Marketing 
Business Ethics & Sustainability


Staff serving as external examiners

Marketing, Entrepreneurship and Tourism Programmes, Anglia Ruskin University (2019 - to date)

Undergraduate and Postgraduate Marketing Programmes, University of Roehampton in Partnership with Schiller International University (2022 - to date)

Research

Research

Research interests

Innovation and Technology Convergence

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

Grants & contracts

2021: A REF equivalent of £160,000 grant for Knowledge Transfer Partnerships (KTP) between Plymouth University and Hanlons Breweries Ltd, Exeter.

2022: Research Grant - £3,000 from 2022 SEI Small Collaborative Awards to Study ‘ethnic disparities in energy efficiency at household level’.

Publications

Publications

Key publications

Key publications are highlighted

Journals

Siaw, C.A., Lie, D.S. and Govind, R. (2022), "Putting your mouth where your money goes! “Where” and “how” to communicate to maximize the impact of corporate social programs", European Journal of Marketing, 56 (12), pp. 3381-3417 - https://doi.org/10.1108/EJM-08-2021-0636

Siaw, C. A. & Okorie, C. (2022). Value co-creation on technology-enabled platforms for business model responsiveness and position enhancement in global value chains, Strategic Change, 31 (January), pp. 9-18 - https://doi.org/10.1002/jsc.2475

Siaw, C. A. & Sarpong, D. (2021). Dynamic exchange capabilities for value co-creation in ecosystems, Journal of Business Research, 134, pp. 493-506

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
Siaw CA, Lie DS & Govind R (2022) 'Putting your mouth where your money goes! “Where” and “how” to communicate to maximize the impact of corporate social programs' European Journal of Marketing , DOI Open access
Siaw CA & Okorie C (2022) 'Value co-creation on technology-enabled platforms for business model responsiveness and position enhancement in global value chains' Strategic Change 31, (1) 9-18 , DOI Open access
Siaw CA & Sarpong D (2021) 'Dynamic exchange capabilities for value co-creation in ecosystems' Journal of Business Research 134, 493-506 , DOI Open access
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 Open access
Conference Papers

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

Siaw, C. A., 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.

Siaw, C. A., 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.

Siaw, C. A. (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.

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

Siaw, C. A. (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.

Siaw, C. A. & 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.

Siaw, C. A. (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.

Personal

Personal

Reports & invited lectures

A Resource Person on Analysing Corporate Digital Presence (March 2021) – 

  • A Lecturer to Founders and Representatives of Selected SMEs from The Isles of Scilly – European Regional Development Fund Project (ERDF) – Acceleration through Innovation 2 (ATI2), University of Plymouth

A Resource Person on Current Trends in Marketing (October 2018) – 

  • Corporate Social Responsibility Lecture for Selected Entrepreneurs from Malaysia attending Sustainability Conference at Plymouth University. Contributing to the Commemoration of a New Academic Partnership between University of Plymouth and Peninsula College, Malaysia.

A Lecture on Analysing Qualitative Data (May 2018) –  

  • University of Plymouth, Faculty of Business Postgraduate Research Café


Additional information

Knowledge Base Supervisor (2021 - 2023) – 

  • Knowledge Transfer Partnerships (KTP) between Plymouth University and Hanlons Breweries Ltd, Exeter

Chair, “Building a digital brand,” Social Enterprise in the Modern Day – Plymouth Business Conference Series (2021).

  • Contributing to maintaining University of Plymouth’s status as the first university in the world to be awarded the Social Enterprise Mark.
  • Contributing to the maintenance of the city of Plymouth as one of the first ‘Social Enterprise Cities’ and a social enterprise ‘hot spot’ through Plymouth Social Enterprise Network (PSEN). This is one of the most active and leading networks in the UK through which an increasing number of organisations, businesses, customers and citizens are coming into contact with social enterprises as producers, suppliers and partners.