Building on my background in Psychology, my research focuses on two key areas, both of which are undeveloped in traditional marketing and complementary to each other: future proofing sales management strategy in B2B channels; envisioning the business of health and social care service for the 21st century. In terms of the first of these, my special interest lies in the new model of sales comprising enablement, engagement and social networks in line with the philosophy of companies leading in channel enablement today. For firms operating in a wide variety of B2B markets the creation of value depends largely on vertical networks and effective management of relationships with independent resellers. Beyond their direct impact on revenues and margins, channel partners are a critical source of market intelligence, co-creation and market development funding through of bundles for solution-selling. In relation to these channel eco-systems, the Return on Enablement is not only a buzz word but a key concern for companies investing billions in enablement programmes. Addressing this concern, my research focuses on the impact of learning on earning, motivating resellers to engage in enablement programmes, communication and analytical methods for targeting and engaging reseller organisations as well as the dark side of engagement. Supporting these endeavours, I have an active interest in collaboration, communities and social loyalty (e.g., gamification) as key mechanisms for driving channel enablement, as well as supporting emerging technologies (for example, Augmented Reality, chatbots and multisensory marketing tools).

Within health and social care, I take a special interest in research that embraces citizens’ perspectives and behaviours in health and wellbeing self-management. I focus on the juxtaposition of individual, carer, healthcare professional and policymaker perspectives on e-Health technologies in envisioning the health and social care service of the future. Running themes within my research are channels and networks, negotiating roles and responsibilities within new models of care alongside new models of engagement involving people, professionals and technology. In this research I identify the impactful misalignment of patient, carer and professional interests and the transformative aspects of peer-to-peer support in virtual online collectives as a means of helping professional health service providers utilise the value of these environments in facilitating negotiation of new roles and responsibilities. In relation to online service delivery, my research helps formal health service providers in deploying virtual social platforms for the creation of value for all stakeholders, whilst challenging traditional forms of offline service provision. Through studies on other-regarding purposeful attitudes, such as responsibility and accountability for stakeholder wellbeing I contribute to alignment of individual and organizational attitudes and behaviours to promote wellbeing. At an organisational level, I work with a multidisciplinary network exploring the potential of informatics to remodel and provide a harmonised health and social care service that meet the extended needs of the individual and benefits the wider society.