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Profiles

Dr Christopher Agyapong Siaw

Lecturer in Marketing

Plymouth Business School (Faculty of Business)

Qualifications

PhD, MSc, BSc

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 
Service Ecosystems and Co-creation of Value 
Societal Marketing 

Ngo, L., Agyapong Siaw, C., Northey, G., & Nguyen, Q. (Forthcoming). Creating competitive advantage via capitalising on knowledge process capabilities, 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.