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个人简介
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.
研究兴趣
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JOURNAL OF SERVICES MARKETING (2023)
Journal of Cleaner Production (2023): 135234-135234
ACR North American Advances (2020)
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Academy of Management Proceedingsno. 1 (2020): 18896
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