Department of Strategy and Marketing

Marketing, Consumption and Innovation

The Marketing, Consumption and Innovation (MC&I) research group includes eleven core faculty, and is led by Professor Michael Beverland.

The mission of the MC&I group is to develop a deeper knowledge of how organizations understand and deliver value to their customers, clients or users. The group has a particular focus on service and cultural sector organizations. Our research is focused on two themes:


This theme draws on the rich traditions of consumer psychology, consumer culture theory and behaviourism to explore issues of identity, service interaction, technology adoption and use, user experience, the normalization of harmful practices, and the improvement of consumer wellbeing. Specific topics include financial decision making, authentication and brand choice, identity and service conflict, and the role of new technologies in enhancing online experiences.

Our group enjoys use of a newly-developed Behavioural Lab, links with scholars in psychology, consumption-focused courses, and engagement in communities such as Transformative Consumer Research. We cover a range of different topics, but our focus is always driven by an interest in behavior change. Primary researchers in this group include Michael Beverland, Achilleas Boukis, Maja Golf-Papez, Debbie Keeling, Marv Khammash, Ruxandra Luca, Dominik Piehlmeier, and Alexandra Polyakova.

Discover more about Consumption

Marketing and Innovation

This theme focuses on a range of issues related to creating and delivering new value to users. With a cross-disciplinary approach leveraging design, consumer insights, marketing, operations, strategy, psychology and cultural studies, our research on innovation focuses on the role of design in enhancing organization outcomes, the intersection of branding and innovation, the process and practice of new product and new service development, capabilities for innovation, service innovation (development and launch), and the role of interfirm relationships in enhancing innovativeness. Primary researchers in this group include Michael Beverland, Achilleas Boukis, Marv Khammash, Ngoc Luu, Mariachiara Restuccia, and Chris Storey.

Discover more about Marketing and Innovation

MC&I staff also contribute to several researcher mobilization groups within the Business School, notably the Innovation and Project Management group.

Editorial Boards

  • Michael Beverland is on the Editorial Review Board of the Journal of Product Innovation Management and the Journal of Marketing Management. He is also an Associate Editor of the Business Fashion Teaching Case series for Bloomsbury.
  • Debbie Keeling is a Regional Editor for the European Journal of Marketing, and is on the Editorial Board of the Journal of Marketing Theory and Practice.
  • Ruxandra Luca is on the Editorial Review Board of the European Journal of Marketing.
  • Chris Storey is on the Editorial Review Board of the Journal of Product Innovation Management.

Awards and Prizes

  • Maja Golf Papez and Michael Beverland won the Best Paper Prize at the 2016 Building Brand Relationships conference for Golf Papez & Beverland, “Exploring the negative aspects of consumer brand relationships through the use of relational models theory.”


The academic faculty in the MSCB group are fully involved in the teaching activities of the Business School, and contribute primarily to the Marketing and Management BSc, International Marketing MSc, Marketing and Consumer Psychology MSc, and International Marketing MSc (online).