Research Interests
Hugh is passionate about leveraging marketing theory to achieve sustainability in business and society. He currently has three main strands to this endeavour, in collaboration with colleagues in WBS and further afield:
1. Marketing practice in purpose-led organisations. Many firms are defining a higher purpose that relates to society's social and environmental goals. Making that purpose a reality is a massive challenge. This research strand explores what marketing practice should look like in a purpose-led organisation.
2. Changing consumer behaviour at scale. Businesses often need the help of consumers in achieving their social and environmental sustainability goals. This research strand explores what techniques work best for nudging them. For example, see our Harvard Business Review article "Why our customers' social identities matter" (Champniss, Wilson & Macdonald, 2015).
3. Developing policy for sustainable lifestyles. Policy-makers need help with prioritising between multiple ideas for achieving sustainable lifestyles, from solar cells on roofs to electric cars. This strand aims to provide a framework for policy-makers . It also involves estimating the impact of different lifestyle innovations to underpin these policy recommendations. A recent large EU-funded project called EU-InnovatE made real progress with this; more needs to be done.
Hugh welcomes informal approaches from prospective PhD and DBA students who are interested in these topics. These topics suit a variety of methods: experimental research, analysis of large datasets, and qualitative research. He is also open to other research topic suggestions. Hugh also welcomes contact from people in business, government and other sectors working on these and similar sustainability challenges.
Teaching in 2020-2021
Business with Marketing
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IB847B: Service Marketing
Marketing & Strategy
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IB94I0: Creating Value with Marketing Experiences
Undergraduate
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IB1480: Principles of Marketing
Biography
Hugh Wilson joined Warwick Business School as a Professor of Marketing in 2019, having previously held a similar position at Cranfield School of Management, UK. After degrees in mathematics at Oxford and computer science at Cambridge, Hugh spent a number of years in management roles with IBM and Xerox, among other firms. He now teaches and researches on sustainability marketing, B2B relationships and customer experience management, and works on these issues with companies such as Unilever, Mercedes Benz, Pfizer and Nestlé.
Hugh has published in Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Product Innovation Management, Journal of Retailing, Journal of Service Research, Journal of the American Statistical Society and British Journal of Management among others. He writes equally for practitioners, contributing regularly to Harvard Business Review. His books include The Multichannel Challenge (2008) and Marketing Plans (8e 2016, with M McDonald).
Hugh initiated Cranfield University's carbon programme which has reduced the university's carbon emissions by 32% so far. He is listed in the Chartered Institute of Marketing's "Guru Gallery" of "50 leading marketing thinkers alive in the world today", alongside such names as Jack Welch and Bill Gates. He has also been honoured by Tim Berners-Lee as one of the hundred "Internet Decade" individuals who had most influenced the development of e-commerce.
Publications
Journal Articles
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Rowe, Z. O., Wilson, H. N., Dimitriu, R., Charnley, F. J. and Lastrucci, G. (2019) "Pride in my past : influencing sustainable choices through behavioral recall", Psychology & Marketing
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Watson, R., Wilson, H. N. and Macdonald, E. K. (2019) "Business-nonprofit engagement in sustainability-oriented innovation : what works for whom and why?", Journal of Business Research
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Kelleher, C., Wilson, H. N., Macdonald, E. K. and Peppard, J. (2019) "The score is not the music : integrating experience and practice perspectives on value co-creation in collective consumption contexts", Journal of Service Research, 22, 2, 120-138
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Hugh Wilson (2019) "Collective engagement - four thought-shackles and how to escape them ", Industrial Marketing Management, 80, 24-26
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Bruce, H. L., Wilson, H. N., Macdonald, E. K. and Clarke, B. (2019) "Resource integration, value creation and value destruction in collective consumption contexts", Journal of Business Research, 103, 173-185
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Cundill, G. J., Smart, P. and Wilson, H. N. (2018) "Non-financial shareholder activism : a process model for influencing corporate environmental and social performance", International Journal of Management Reviews, 20, 2, 606-626
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Pareek, B., Ghosh, P., Wilson, H. N., Macdonald, E. K. and Baines, P. (2018) "Tracking the impact of media on voter choice in real time : a Bayesian dynamic joint model", Journal of the American Statistical Association, 113, 524, 1457-1475
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Watson, R., Wilson, H. N., Smart, P. and Macdonald, E. K. (2018) "Harnessing difference : a capability-based framework for stakeholder engagement in environmental innovation", Journal of Product Innovation Management, 35, 2, 254-279
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Baumann, J., Le Meunier-FitzHugh, K. and Wilson, H. N. (2017) "The challenge of communicating reciprocal value promises : buyer-seller value proposition disparity in professional services", Industrial Marketing Management, 64, 107-121
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Rowe, Z. O., Wilson, H. N., Dimitriu, R. M., Breiter, K. and Charnley, F. J. (2017) "The best I can be : how self-accountability impacts product choice in technology-mediated environments", Psychology & Marketing, 34, 5, 521-537
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Champniss, G., Wilson, H. N., Macdonald, E. K. and Dimitriu, R. (2016) "No I won't, but yes we will : driving sustainability-related donations through social identity effects", Technological Forecasting and Social Change, 111, 317-326
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Macdonald, E. K., Kleinaltenkamp, M. and Wilson, H. N. (2016) "How business customers judge solutions : solution quality and value in use", Journal of Marketing, 80, 3, 96-120
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Baxendale, S., Macdonald, E. K. and Wilson, H. N. (2015) "The impact of different touchpoints on brand consideration", Journal of Retailing, 91, 2, 235-253
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Champniss, G., Wilson, H. N. and Macdonald, E. K. (2015) "Why your customers' social identities matter", Harvard Business Review
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Wilson, H. N., Macdonald, E. K. and Baxendale, S. (2015) "What really makes customers buy a product", Harvard Business Review
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Said, E., Macdonald, E. K., Wilson, H. N. and Marcos, J. (2015) "How organisations generate and use customer insight", Journal of Marketing Management, 31, 9-10, 1158-1179
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Poenaru, A., Baines, P. and Wilson, H. N. (2014) "Building capabilities in segmentation implementation", European Business Review
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Macdonald, E. K., Wilson, H. N. and Konuş, U. (2012) "Better customer insight - in real time", Harvard Business Review, 102-109
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Pilbeam, C., Wilding, R., Alvarez, G. and Wilson, H. N. (2012) "The governance of supply networks : a systematic literature review", Supply Chain Management: An International Journal, 17, 4, 358-376
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Macdonald, E. K., Wilson, H. N. and Konus, U. (2012) "Tracking the customer’s journey to purchase", Harvard Business Review
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Macdonald, E. K., Wilson, H. N., Martinez, V. and Toossi, A. (2011) "Assessing value-in-use : a conceptual framework and exploratory study", Industrial Marketing Management, 40, 5, 671-682
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Baines, P., Macdonald, E. K., Wilson, H. N. and Blades, F. (2011) "Measuring communication channel experiences and their influence on voting in the 2010 British General Election", Journal of Marketing Management, 27, 7-8, 691-717
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Lemke, F., Clark, M. and Wilson, H. N. (2011) "Customer experience quality : an exploration in business and consumer contexts using repertory grid technique", Journal of the Academy of Marketing Science, 39, 6, 846-869
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Le Meunier-FitzHugh, K., Baumann, J., Palmer, R. and Wilson, H. N. (2011) "The implications of service-dominant logic and integrated solutions on the sales function", Journal of Marketing Theory and Practice, 19, 4, 423-440
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Mollen, A. and Wilson, H. N. (2010) "Engagement, telepresence and interactivity in online consumer experience : reconciling scholastic and managerial perspectives", Journal of Business Research, 63, 9-10, 919-925
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Parry, E. and Wilson, H. N. (2009) "Factors influencing the adoption of online recruitment", Personnel Review, 38, 6, 655-673
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Bailey, C., Baines, P. R., Wilson, H. N. and Clark, M. (2009) "Segmentation and customer insight in contemporary services marketing practice : why grouping customers is no longer enough", Journal of Marketing Management, 25, 3-4, 227-252
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Palmer, R. and Wilson, H. N. (2009) "An exploratory case study analysis of contemporary marketing practices", Journal of Strategic Marketing, 17, 2, 169-187
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Bruce, L., Bondy, K., Street, R. and Wilson, H. N. (2009) "Channel evolution : how new multichannel thinking can deliver competitive advantage", Journal of Direct, Data and Digital Marketing Practice, 10, 4, 329-335
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White, A., Johnson, M. and Wilson, H. N. (2008) "RFID in the supply chain : lessons from European early adopters", International Journal of Physical Distribution & Logistics Management, 38, 2, 88-107
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Wilson, H. N., Daniel, E. and Davies, I. A. (2008) "The diffusion of e-commerce in UK SMEs", Journal of Marketing Management, 24, 5-6, 489-516
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Baines, T. S., Lightfoot, H. W., Evans, S., Neely, A., Greenough, R., Peppard, J., Roy, R., Shehab, E., Braganza, A., Tiwari, A., Alcock, J. R., Angus, J. P., Bastl, M., Cousens, A., Irving, P., Johnson, M., Kingston, J., Lockett, H., Martinez, V., Michele, P., Tranfield, D., Walton, I. M. and Wilson, H. N. (2007) "State-of-the-art in product-service systems", Proceedings of the Institution of Mechanical Engineers, Part B: Journal of Engineering Manufacture, 221, 10, 1543-1552
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Wilson, H. N., Clark, M. and Smith, B. (2007) "Justifying CRM projects in a business-to-business context : the potential of the Benefits Dependency Network", Industrial Marketing Management, 36, 6, 770-783
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Wilson, H. N. and Daniel, E. (2007) "The multi-channel challenge : a dynamic capability approach", Industrial Marketing Management, 36, 1, 10-20
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Madaleno, R., Wilson, H. N. and Palmer, R. (2007) "Determinants of customer satisfaction in a multi-channel B2B environment", Total Quality Management & Business Excellence, 18, 8, 915-925
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White, A., Daniel, E., Ward, J. and Wilson, H. N. (2007) "The adoption of consortium B2B e-marketplaces : an exploratory study", The Journal of Strategic Information Systems, 16, 1, 71-103
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Stuart-Menteth, H., Wilson, H. N. and Baker, S. (2006) "Escaping the channel silo - researching the new consumer", International Journal of Market Research, 48, 4, 415-437
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Ryals, L. and Wilson, H. N. (2005) "Experimental methods in market research : from information to insight", International Journal of Market Research, 47, 4, 345-364
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Daniel, E. and Wilson, H. N. (2004) "Action research in turbulent environments", European Journal of Marketing, 38, 3/4, 355-377
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McDonald, M. H. B. and Wilson, H. N. (2004) "Marketing, existential malpractice and an etherised discipline : a soteriological comment", Journal of Marketing Management, 20, 3-4, 387-408
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Hugh Wilson (2004) "Towards rigour in action research : a case study in marketing planning", European Journal of Marketing, 38, 3/4, 378-400
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Daniel, E., Wilson, H. N. and McDonald, M. (2003) "Towards a map of marketing information systems : an inductive study", European Journal of Marketing, 37, 5/6, 821-847
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Daniel, E. M. and Wilson, H. N. (2003) "The role of dynamic capabilities in e-business transformation", European Journal of Information Systems, 12, 4, 282-296
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Wilson, H. N., Daniel, E. and McDonald, M. (2002) "Factors for success in customer relationship management (CRM) systems", Journal of Marketing Management, 18, 1-2, 193-219
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Daniel, E., Wilson, H. N. and Myers, A. (2002) "Adoption of E-Commerce by SMEs in the UK", International Small Business Journal : Researching Entrepreneurship, 20, 3, 253-270
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Daniel, E., Wilson, H. N. and Myers, A. (2002) "Innovation in small and medium sized enterprises : the case of e-commerce adoption in the UK", Innovation , 4, 1-3, 12-29
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Daniel, E. and Wilson, H. N. (2002) "Adoption intentions and benefits realised : a study of e-commerce in UK SMEs", Journal of Small Business and Enterprise Development, 9, 4, 331-348
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Wilson, H. N. and McDonald, M. H. (2001) "An evaluation of styles of IT support for marketing planning", European Journal of Marketing, 35, 7/8, 815-842
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McDonald, M. H. B. and Wilson, H. N. (1999) "Exploiting technique interrelationships : a model of strategic marketing planning", Journal of Euromarketing, 7, 3, 1-26
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Wilson, H. N. and McDonald, M. H. (1996) "Computer aided marketing planning : the experience of early adopters", Journal of Marketing Management, 12, 5, 391-416
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Wilson, H. N. and Mcdonald, M. (1994) "Critical problems in marketing planning : the potential of decision support systems", Journal of Strategic Marketing, 2, 4, 249-270
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McDonald, M. H. B. and Wilson, H. N. (1990) "State-of-the-art developments in expert systems and strategic marketing planning", British Journal of Management, 1, 3, 159-170
Book
Digital Scholarly Resource
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Poenaru, A., Baines, P. and Wilson, H. N. (2014) "Building capabilities in segmentation implementation", The European Business Review