Hugh Wilson

Hugh Wilson
Cranfield University · Cranfield Centre for Strategic Marketing and Sales (CSMS)

About

97
Publications
101,841
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6,627
Citations
Citations since 2017
21 Research Items
3755 Citations
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20172018201920202021202220230100200300400500600
20172018201920202021202220230100200300400500600

Publications

Publications (97)
Article
Full-text available
How consumers coordinate to create value in collective consumption contexts is of wide interest. While resource integration provides a promising theoretical lens, research has not yet examined collective resource integration. This article explores resource integration around subscription television use, through systemic interviews within households...
Article
In response to recent calls for deeper understanding of value co-creation between multiple actors, this article explores co-creation in collective consumption contexts. These are defined as settings within which multiple consumers, and optionally multiple other actors such as service personnel, are co-present (physically and/or virtually) and coord...
Article
This invited commentary on Kleinaltenkamp, Karpen, Plewa, Jaakkola & Conduit (2019, this issue) and Storbacka (2019, this issue) discusses four ‘thought-shackles’ that can constrain our thinking about engagement – particularly in B2B contexts but also in B2C ones. The shackle of the purchase moment – embedded in some definitions of engagement – can...
Article
Full-text available
Emotional appraisal research has demonstrated that recalling a past behavior and its associated emotions can influence future behavior. However, how such recalled emotions shape sustainable consumer choice has not been examined. This study examines the role of recalled pride and guilt in shaping sustainable purchase intentions and the mediating rol...
Article
Full-text available
Sustainability-oriented innovation (SOI) involves changing products, processes, organizations and wider systems to deliver environmental, social and economic value. Nonprofit organizations can contribute the external knowledge required for SOI; however, businesses can find it difficult to engage with nonprofits due to their contrasting institutiona...
Conference Paper
Full-text available
Shareholder activism aimed at influencing companies' environmental, social and governance (ESG) practices has become more widespread. Evidence on its impact is limited, however: notably, research is yet to uncover the conditions under which such shareholder interventions succeed, or how boards respond beyond such symbolic actions as disclosure. Fur...
Article
Commonly used methods of evaluating the impact of marketing communications during political elections struggle to account for respondents' exposures to these communications due to the problems associated with recall bias. In addition, they completely fail to account for the impact of mediated or earned communications such as newspaper articles or t...
Article
Shareholders have become increasingly active in endeavouring to influence companies’ environmental and social practices. In comparison with the mature field of financially motivated shareholder activism, limited enquiries have been carried out on its non-financial counterparts. This paper synthesizes the knowledge base through a review of the acade...
Article
Full-text available
Innovation for environmental sustainability requires firms to engage with external stakeholders to access expertise, solve complex problems, and gain social legitimacy. In this open innovation context, stakeholder engagement is construed as a dynamic capability that can harness differences between external stakeholders to augment their respective r...
Article
Technology-mediated environments are important not only as the location for an increasing proportion of purchases, but also as an even more pervasive part of the purchase journey. While most research into online consumer behavior focuses on attitudes as an antecedent of product choice, this article focuses on an important but hardly explored variab...
Chapter
What is the firm’s role in influencing their customer’s experience? Despite its prominence and popularity in practice, it is unclear what customer experience management (CEM) as an overall business focus means or entails. To establish what is known about CEM and conceptualize a construct for it, we systematically and critically review existing empi...
Chapter
Full-text available
Most attempts to engender sustainable consumer behaviors rely on altruism appeals that are predicated on preexisting pro-social attitudes. This paper explores alternative means by which consumers can be encouraged to engage in socially and environmentally positive behavior. It is proposed that firms can use social influence effects among consumer g...
Article
This study explores the communication of reciprocal value propositions in buyer-seller interaction and examines whether each party's value proposition is congruent with the value sought by their respective counterpart. Through 31 in-depth interviews with customers and salespeople from six professional service organizations, it was found that while...
Chapter
Practitioner adoption of consumer engagement as a metric remains problematic. Just as the scholastic world has begun to regard engagement as a critical construct that can lead to consumption, brand-supporting behaviours and ultimately purchases, practitioner discourse has grown pessimistic if not disdainful towards it—a view encapsulated in Martin...
Chapter
The view has emerged that customers base their choice decisions on their holistic customer experience with different brands across diverse touchpoints, from advertising to peer recommendation. These touchpoints have mainly, however, been studied separately, raising the question how they combine in influencing choice. Furthermore, most research assu...
Chapter
What is the firm’s role in influencing their customer’s experience? Despite its prominence and popularity in practice, it is unclear what customer experience management (CEM) as an overall business focus means or entails. To establish what is known about CEM and conceptualize a construct for it, we systematically and critically review existing empi...
Chapter
This chapter concerns with what is sold to the customers-the 'product'-and it will quickly be made clear that it is impossible to separate the product itself from the way it is delivered. The vital aspects of product management are concerned with the nature of products, product lifecycles, how products make profits, the concept of the product portf...
Chapter
This chapter expands on the 'Determine the value proposition' step and spells out how to set marketing objectives and strategies within the strategic marketing plan. The key input to creating value proposition process is the analysis of customer needs, and the relative attractiveness of different customer segments. Setting objectives is a mandatory...
Chapter
This introduction presents an overview of key concepts discussed in the subsequent chapters of this book. The book explains what is required at each stage of the strategic marketing planning process. Worksheets are provided to enable users to build their plan as they proceed. The book considers all forms of communication, especially advertising, di...
Chapter
Personal selling has an important strategic role to play in communicating between a company and its customers. Most organizations had an organized sales force long before they introduced a formal marketing activity of the kind described throughout this text. In spite of this fact, sales force management has traditionally been a neglected area of ma...
Chapter
This chapter justifies the need for a wholly new approach to measuring the effectiveness of marketing. It also sets out marketing accountability framework developed in the Cranfield Research Clubs. The wider understanding of what 'marketing' is really all about has had a number of consequences. First, the classic textbook treatment of strategic iss...
Chapter
This chapter discusses channel strategy: what channel combinations are used for the customer journey across marketing, sales and customer service. Once these channels are in place, people then have the challenge of developing relationships with individual customers through these channels. The chapter also discusses the mechanisms that all but the s...
Chapter
This chapter puts the difficult process of marketing planning into the context of the relevant environment in which it will be taking place. It points out some of the more obvious facts and pitfalls of marketing planning system. Assuming that marketing planning is acceptable at something deeper than a cosmetic level, it becomes possible to see how...
Chapter
This chapter discusses how to form a multichannel strategy. It describes how to choose communication channels and reviews simple steps which the marketer can take to develop a more rational channel strategy. They are based on Cranfield's work over a number of years with the blue-chip members of the Cranfield Customer Management Forum, such as HSBC,...
Chapter
The marketing planning is a multifaceted, complex, cross-functional activity that touches every aspect of organizational life. This chapter explains some of these pan-company issues by focusing on the process of marketing planning. Research into the efficacy of formalized marketing planning has shown that marketing planning can make a significant c...
Chapter
This chapter addresses the issue of pricing as a separate element of the marketing mix because this is the only sensible way that all the complex issues relating to pricing can be discussed. In spite of product positioning, most products have competitors, and it goes without saying that these must be carefully considered. This brings into sharp foc...
Chapter
This chapter shows how markets are defined and segmented. Market segmentation is fundamental to the matching process. In order to understand market segmentation, it is first necessary to appreciate the difference between customers and consumers, the meaning of market share and the phenomenon known as the Pareto effect. Successful segmentation is ba...
Chapter
This chapter explores the central area of marketing objectives and strategies, gives attention to the question of how people communicate with customers, both current and potential. The number of ways of communicating with customers is increasing all the time, though it is still possible to distinguish the following two main categories: impersonal c...
Chapter
This chapter spells out the essential components of a customer and market audit. It enables people to complete the section headed strengths, weaknesses, opportunities and threats (SWOT) analyses. A SWOT is a very useful way of converting all significant amounts of data into intelligence as part of the strategy development process. The lessons to be...
Chapter
This chapter contains a step-by-step system for completing: a strategic marketing plan, a tactical marketing plan, and a consolidated multi-strategic business unit (SBU) strategic marketing plan. The marketing planning system is in three sections. First section takes people through a step-by-step approach to the preparation of a strategic marketing...
Article
Full-text available
Many manufacturers look to business solutions to provide growth, but success is far from guaranteed, and how solutions can create superior perceived value is not clear. This article explores what constitutes value for customers from solutions over time, conceptualized as value-in-use, and how this arises from quality perceptions of the solution’s c...
Article
Shifting consumers towards sustainable behaviours is difficult, with an attitude-behaviour gap persistently reported. This study proposes a route towards sustainable behaviours that does not depend on individual attitudes or values: social identity forces within novel online brand-convened consumer groups. A field experiment using a fictitious frui...
Chapter
Voted among the funniest jokes at the 2012 Edinburgh Festival, the line “you know you’re working class when your TV is bigger than your bookcase” reflects a powerful cultural stereotype: that lovers of television occupy a lower social class than those who prefer more status-imbuing pastimes. Perceptions of social class membership constitute part of...
Chapter
This paper considers the role that the sales function plays in the development of a Service-Dominant logic. A single case study provides evidence from an organization that is in transition between goods-dominant logic to a service-dominant one. The study concludes that sales will need to evolve additional skills to adopt a Service-Dominant logic.
Article
The generation and use of customer insight in marketing decisions is poorly understood, partly due to difficulties in obtaining research access and partly because market-based learning theory views knowledge as a fixed asset. However, customer insight takes many forms, arrives at the organisation from increasingly diverse sources and requires more...
Article
Full-text available
Marketers face the challenge of resource allocation across a range of touchpoints. Hence understanding their relative impact is important, but previous research tends to examine brand advertising, retailer touchpoints, word-of-mouth, and traditional earned touchpoints separately. This article presents an approach to understanding the relative impac...
Chapter
Maximising customer perceived value is central to the marketing discipline. Marketing professionals therefore require a robust means of measuring value perceptions in order to monitor requirements for and the effectiveness of value enhancing activities. However, value measurement suffers from five flaws. First, the predominant one-dimensional appro...
Article
Full-text available
The issue: often customer behaviour turns out to be very different to what marketing research predicts. Why it happens: the social group that customers identify with when they encounter a product or brand influences how they react to it. Quite subtle changes in context can make customers shift their social identities quickly, triggering dramaticall...
Conference Paper
The use of customer insights (CI) in marketing decisions is poorly understood, partly due to difficulties in obtaining research access and partly because it is assumed in market based learning (MBL) theory that knowledge is a fixed asset. A review of organizational learning literature suggests that a process view of knowledge is appropriate. The fo...
Article
Full-text available
You really need to know only four things about each customer encounter with your brand. To identify what influences the attitudes and behavior of customers, most companies rely on surveys, focus groups, and ethnographic research. The trouble is, surveys and focus groups tap customers' memories, which are unreliable, and the presence of observers ca...
Article
Full-text available
Purpose The purpose of this paper is to establish what is known regarding how supply network governance leads to network outcomes, what mechanisms underlie this relationship, and how context impacts it. Design/methodology/approach A systematic literature review identified 44 conceptual and empirical studies. Purely dyadic studies were excluded. Sy...
Article
Full-text available
This study proposes a conceptual model for customer experience quality and its impact on customer relationship outcomes. Customer experience is conceptualized as the customer’s subjective response to the holistic direct and indirect encounter with the firm, and customer experience quality as its perceived excellence or superiority. Using the repert...
Article
This study explores the implications of an organization moving toward service-dominant logic (S-D logic) on the sales function. Driven by its customers' needs, a service orientation by its nature requires personal interaction and sales personnel are in an ideal position to develop offerings with the customer. However, the development of S-D logic m...
Article
Developing approaches for understanding customer perceived value is a priority for managers and scholars alike. A conceptual framework for assessment of value-in-use is proposed and explored within the context of a maintenance service provider. In contrast to value models in previous empirical research, the framework includes assessment not just of...
Article
This article describes how a unique research approach was used to evaluate how different communication channel experiences influenced floating voters during the campaign period of the 2010 British general election. Most previous research focuses on voting behaviour as a single cross-sectional phenomenon, and on self-assessments of the relative impo...
Book
Now in its 7th edition, Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised with special attention to the latest developments in marketing. To accomplish this, Professor Malcolm McDonald has been joined in this edition by Professor Hugh Wilson, a leading expert on CRM and multichannel strategy as well...
Article
We propose a conceptual framework that reconciles the practitioners' view of engagement as central to online best practice and the scholarly view that tends to use other constructs to assess consumer experience. Building on research in e-learning as well as online marketing, we characterize the consumer experiential response to website and environm...
Article
Full-text available
This paper reviews the state of marketing theory and practice. A early reviewer of this paper was inclined to "criticise the title on the grounds of obscurity", but concluded it would do as it was. In an academic culture in which the average journal contents page is hardly less obfuscatory, our attempt at irony in the title and introduction seems t...
Article
Full-text available
The bulk of market segmentation literature has concerned the generation of segments, with far less attention on what segmentation is used for – particularly surprising given the common speculations that the role of segmentation is changing due to CRM practices and the wider range of forms of customer insight which they enable. We explore market seg...
Article
Purpose – The internet is initially hailed as the future of recruitment and is expected to replace other media as the preferred recruitment method, but the adoption of online recruitment has not been as comprehensively predicted. In addition, empirical research regarding online recruitment from an organisational perspective is sparse. This paper ai...
Article
Full-text available
The Contemporary Marketing Practice (CMP) research tradition has formulated and investigated a set of different marketing practices or archetypes ranging from transactional to relationship and network approaches. We identify gaps in previous research, and report on a case study in the house-building industry, which begins to fill these gaps. Specif...
Article
This paper examines best practice in multichannel marketing, based on a survey of firms across sectors and sizes. Its principal findings are that the first phase of multichannel marketing implementation, focussed on the switch to low-cost channels, is now well advanced, and is making a transition into a second phase. In this phase, multichannel mar...
Article
Amongst manufacturers in particular, the embedded value perspective of value predominates, in which value is regarded as built into goods or service processes. Given the mixed record of such product/service attribute measures in predicting organisation performance, and the increasing bundling of products and services into product-service systems, w...
Article
Full-text available
The concept of the Internet as a cluster of related innovations, along with the staged approach to organisational learning exhibited by SMEs in other domains, suggest that e-commerce is likely to be adopted in a sequence of stages. This exploratory survey, carried out by means of a postal questionnaire with 678 respondents, uses cluster analysis to...
Article
Purpose – Radio frequency identification (RFID) is increasingly being presented as a technology with the potential to improve supply chain performance, but empirical evidence from early adopters is sparse. This paper aims to rectify this scarcity and contribute to a more informed discussion in and between academic and practitioner communities. Desi...
Article
This study set out to ascertain the impact of channel satisfaction and multi-channel integration on relationship quality, as measured by overall customer satisfaction, within a multi-channel B2B environment. The sparse previous empirical research on the multi-channel experience focuses on consumer markets and does not explicitly measure multi-chann...
Article
Full-text available
A Product-Service System (PSS) is an integrated combination of products and services. This Western concept embraces a service-led competitive strategy, environmental sustainability, and the basis to differentiate from competitors who simply offer lower priced products. This paper aims to report the state-of-the-art of PSS research by presenting a c...
Article
Customer Relationship Management (CRM) projects often fail. We focus on the project justification process as one way of improving project success rates. We review how the typical combination of an Return On Investment (ROI) calculation and a project plan can have flaws as a project justification approach, and we propose the use of the Benefits Depe...
Article
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Despite the considerable number of electronic B2B marketplaces formed and the benefits cited as arising from their use, many have gone out of business. This exploratory study seeks to provide a qualitative exposition of the specific factors influencing the adoption of consortium-owned B2B e-marketplaces. The study is based upon case studies of twel...
Article
The maturing of e-commerce, the diffusion of call centres into the B2B space and purchaser demands on price and service are leading to rapid change in the route to market in many B2B sectors, with shifting combinations of channels being offered to the customer in the search for advantage. In this situation managers can no longer rely on the channel...
Article
It has been widely argued that the new consumer is active, knowledgeable, demanding, channel-hopping and, above all, experience-seeking. Yet market research often continues to survey consumers as if they were purely passive recipients of the messages, products and services we provide. Furthermore, research frequently treats marketing channels entir...
Article
It has become a truism that the ability to learn is an organisation's only sustainable source of competitive advantage. In practice, this means the capability of translating data about customers into customer preference and hence shareholder value. Firms with superior data-to-value capability understand both the stages in this process and the organ...
Article
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Experimental methods have a relatively low penetration into market research practice, despite their many inherent strengths. We review the strengths and weaknesses of four major experimental and quasi-experimental designs for market research applications. We then describe three case studies of the use of experimental logic in field-based research s...
Article
Full-text available
Whether as business or consumer marketers, we reach customers today using multiple methods — face to face, on the telephone, via the internet, through intermediaries, with mass media. It is often said that the customer experience should be consistent across this increasingly diverse multi-channel mix. But it is hard to find evidence as to how custo...
Article
Full-text available
How effective are your marketing and sales channels? This question was hard enough before the increase in channel options enabled by the internet and the call centre. It is made more difficult still by the tendency of today's customer to channel hop, picking up advice from one channel, transacting in another and receiving service via a third. As a...
Article
Full-text available
A research study is described exploring the potential of decision support systems to improve marketing planning practice, using a combination of project action research and case research approaches. The paper focuses on solutions to two practical methodological problems: how to analyse action research data in as rigorous a way as possible; and how...
Article
Full-text available
Planning tools originating from logical rational models of strategy formation still have their place in e-commerce, albeit complemented with elements of incrementalism and vision. Tools for prioritisation specifically, though, are unvalidated in this sphere. Action research would seem to be well suited to turbulent environments such as e-commerce,...
Chapter
This paper address the marketing side of demand management by exploring the potentials of multi channel approaches for customer interactions. We suggest various frameworks for suppliers to consider when developing a strategy for investment with the right mix of channels.
Article
Today's marketer is faced with a bewildering mix of IT-enabled channels to the customer — websites, e-hubs, call centres and so on — to complement traditional channels. Where once the route to market was a straightforward matter of standard industry practice — `in our industry we sell via distributors' or `we serve our customers via a direct sales...
Article
Full-text available
The domain of e-business is characterised by rapid change and in such markets managers can no longer rely on the resources that they have assembled to provide their extant competitive position. Instead they must be able to combine resources in new ways, gain additional resources and dispose of superfluous resources, and to do this repeatedly and ra...
Article
The use of information systems (IS) in marketing is maturing, as previous piecemeal systems are replaced by CRM suites, which provide a unified view of the customer. However, research and practice in this domain suffer from the lack of a commonly accepted map of the marketing process, let alone of the potential marketing IS applications which suppo...
Article
Full-text available
Small and medium-sized enterprises (SMEs) are increasingly making use of e-commerce. This study seeks to identify the reasons that are causing such businesses to adopt e-commerce (adoption intentions); the benefits they are realising from their e-commerce developments; and, importantly, to determine if the areas identified as important are indeed t...
Article
Full-text available
Research has shown that small and medium-sized enterprises (SMEs) are rapidly adopting the Internet and e-commerce. However, there is little systematic research into how such companies are adopting this new technology. This study addresses the research gap by seeking to understand how SMEs in the UK are adopting e-commerce, through an exploration o...
Article
Full-text available
The importance of effective customer relationships as a key to customer value and hence shareholder value is widely emphasised. In order to enhance these relationships, the application of IT to marketing through customer relationship management (CRM) software, e-commerce and other initiatives is growing rapidly. This study examines the factors that...
Article
Successful small and medium sized enterprises (SMEs) are recognised as being an important component in the industrial development, and its consequent social benefits, of all economies. However, e-commerce has been described as altering the structure of whole industries, dampening profitability and leveling business practices. SMEs will not be immun...
Article
Full-text available
IT support for marketing planning can aid in the use of marketing tools, facilitate group planning, and support moves towards continuous planning based on a live marketing model of the business. But, amongst other factors, achieving these benefits depends on the style of support provided by the system. After a review of relevant decision support sy...
Article
In the new economy companies must integrate marketing processes throughout the business and embrace a single-minded focus on customer value. To achieve this, marketing needs to fully understand and seize the opportunities provided by IT. This new report from Cranfield School of Management sets out in clear, accessible terms the essential applicatio...
Article
Despite the last thirty years of marketing education, much of the theory of marketing remains poorly understood and patchily applied by practitioners. While there are numerous reasons, we put some of the blame at the door of the prescriptive literature itself which tends to treat marketing techniques individually, without making clear their relatio...
Article
Previous research with users of a decision support system for marketing planning generated a number of potential benefits and success factors for achieving them. Using a multiple‐case study design, these were tested in four organizations using a range of systems to assess the extent to which the previous results could be generalized. Benefits suppo...
Article
This paper describes a case history of the development of an Expert System in Strategic Marketing Planning codenamed EXMAR. It traces the evolution of the system from the formation of the DTI club two years ago to the launch of the prototype model. The paper outlines the technical and domain–specific obstacles encountered en route and how these wer...

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End users, co-innovation, user integration, user sustainability innovation, user sustainability entrepreneurship, sustainability innovations, sustainable products and services, sustainable lifestyles