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Professor Markets and Management, Lancaster University

Following completion of my first degree I worked as marketing manager for a company manufacturing fire-fighting vehicles for markets around the world. I then worked for a firm of international publishers marketing legal services directories worldwide. The issues raised within these practical work environments required that I understood how firms developed and managed to make new markets. As I watched the frustrations of the sales and marketing teams, the realisation that the classic marketing tools were useful in a consumer setting but seemed far removed from the issues being grappled with by managers in business settings. This ultimately brought me to my research. Having completed my PhD at Warwick in 2002, I continue to pursue research in the field of market-making with the Market Studies Group. My recent work focuses on the materials and practices of managers and specifically on how they use business models to imagine and make new markets.


  • –present
    Reader in Marketing, Markets and Management, Lancaster University


  • 2002 
    Warwick Business School, PhD Industrial Marketing and Management