Contact Professor Hugh Wilson

Background

Hugh has a mathematics degree from Oxford University, a postgraduate computer science degree from Cambridge University, and a prize-winning PhD in marketing strategy and planning from Cranfield. Prior to joining the Cranfield faculty in 2004, he had 20 years' experience with IBM, Logica CMG, Xerox and others in consulting, product management and marketing strategy. He has advised the UK's Service Transformation Board, the Varney Review and NHS Direct on cost and experience transformation in public services. Hugh is listed in the Chartered Institute of Marketing's "Guru Gallery" of "the 50 leading marketing thinkers alive in the world today", and has been honoured by the UK's Secretary of State for Business and Tim Berners-Lee as one of the hundred individuals who have had most influence over the development of e-commerce, according to a NOP poll of practitioners and an expert panel.


Current activities

Hugh Wilson is Professor of Strategic Marketing and Director of the Customer Management Forum, a syndicate of leading firms such as BP, Bank of Ireland and Deutsche Telekom exploring best practice in the development of customer relationships. Hugh spends much of his time working with world-class companies on marketing strategy, customer experience management and sustainability marketing, as well as teaching on these topics in Cranfield.  He was joint winner of the School of Management's Teaching Prize in 2015, and was voted by students as the School of Management's Best Lecturer in the 2017 Student-Led Teaching Awards.

Hugh writes extensively for both executives and academics. His books include The Multichannel Challenge (2008) and Marketing Plans, 8th edition (2016). He has published five articles on customer experience and social identity for Harvard Business Review, and was interviewed about persuasion for Stephen Fry's Radio 4 programme "Fry's English Delight". He is a frequent keynote speaker for industry conferences. He has published over 40 academic papers in Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Product Innovation Management, Journal of the American Statistical Association and British Journal of Management, amongst other journals. He recently completed a five-year editorial board appointment for Journal of the Academy of Marketing Science.

Hugh's research interests include B2B solutions, customer experience management and sustainability marketing. From 2014-2016 he was Cranfield's Principal Investigator for EU-Innovate, an EU-funded consortium investigating how to construct sustainable lifestyles by 2050.  He initiated Cranfield's carbon programme which has reduced the University's carbon emissions by 32% so far.


Clients

Recent clients for executive education, consulting and director-level coaching include AXA, Emirates, GKN, Balfour Beatty, ING, Tata, SAS, BSkyB, Rank, Merck, GfK, Oxfam and London Symphony Orchestra. 


Publications

Articles In Journals

Conference Papers

  • Mollen A, Wilson H & Macdonald E (2017) Consumer engagement: Metric or mantra? Scale development, validation and application. In: Academy of Marketing Science - World Marketing Congress Paris 2016, IESEG School of Management Paris, 20-22 July 2016.
  • Macdonald E, Wilson H & Kleinaltenkamp M (2017) Business Solutions: What are they and how do they create value-in-use?. In: 5th Naples Forum on Service, Sorrento, 6-9 June 2017.
  • Esch D, Wilson H & Macdonald E (2017) An Integrated Model of the Antecedents and Consequences of Touchpoints. In: Academy of Marketing Science - World Marketing Congress Paris 2016, IESEG School of Management Paris, 20-22 July 2016.
  • Wilson H, Champniss G, Macdonald E & Dimitriu R (2017) A Group at a Time: Using Social Group Effects to Engender Sustainable Consumer Behaviours. In: European Marketing Academy Conference (EMAC) 2017, University of Groningen, 23-26 May 2017.
  • Arkadan F, Macdonald E & Wilson H (2017) The role of organizational values in customer experience management. In: 5th Naples Forum on Service, Sorrento, 6-9 June 2017.
  • Watson RJ, Roed Nielsen K, Mera C, Wilson HN, Macdonald EK, Reisch L & Hemel S (2017) Policy for sustainable entrepreneurship: A crowdsourced framework. In: BAM 2017, Warwick Business School, University of Warwick, 5-7 September 2018.
  • Arkadan F, Macdonald E & Wilson H (2016) Customer experience management. In: Academy of Marketing Science Conference 2016 - Florida, Florida - Disney's Contemporary Resort at Walt Disney's World Magic Kingdom, 17-20 May 2016.
  • Champniss G, Wilson H, Dimitriu R & Macdonald E (2016) Bypassing the attitude-behavior gap: using social identity for norm effects to engender sustainable consumer behaviors. In: Academy of Marketing Science (AMS) World Marketing Congress, Paris, 19-23 July 2016.
  • Watson R, Wilson H, Macdonald E & Smart P (2015) Engaging stakeholders in innovation for environmental sustainability: A capability-based framework. In: 75th Academy of Management Annual Meeting, 2015, Vancouver, British Columbia, 7-11 August 2015.
  • Li, Konus, Wilson H & Macdonald E (2015) Impact of multi-touchpoint experience affect consumer satisfaction and behaviour: A real-time tracking approach. In: European Marketing Academy Conference (EMAC) 2015 Belgium, Leuven, 26-29 May 2015.
  • Watson R, Wilson H, Smart P & Macdonald E (2015) Harnessing Difference: A capability-based framework for engaging stakeholders in sustainability innovation. In: 22nd Innovation and Product Development Management Conference, Copenhagen, 14-16 June 2015.
  • Bruce HL, Wilson H & Macdonald E (2014) Enduring Household Identity Conflict: A Study of Mundane, Continuous Consumption. In: Consumer Culture Theory Conference 2014 - Helsinki, Helsinki, 26-29 June 2014.
  • Said E, Macdonald E & Wilson H (2014) How organizations translate customer insight into marketing action. In: 2014 Academy of Marketing Conference, Bournemouth, 7-10 July 2014.
  • Champniss G, Wilson H, Macdonald E & Dimitriu R (2014) Together we can do it: Using group influence to motivate prosocial consumer behaviour. In: 22nd International Colloquium in Relationship Marketing - “Sustainable relationships: myth or reality?", Newcastle, 8-10 September 2014.
  • Champniss G, Wilson H, Dimitriu R & Macdonald EK (2014) Many Hands Make...Different Work: How Group Effects can Foster Prosocial Behaviours from Consumers. In: ANZMAC 2014 Conference, Brisbane, 1 December 2014.
  • Champniss G, Wilson H, Macdonald EK & Dimitriu R (2014) All For One and One For All: How Quickly-Formed Consumer Groups can Encourage Prosocial Behaviour. In: EMAC 43rd Annual Conference, Valencia, 3 June 2014.
  • Alvarez G, Wilson HN, Pilbeam CJ & Wilding R (2014) The evolution of sustainability network structure and governance (Prize for best paper in conference overall). In: 22nd International Colloquium in Relationship Marketing - “Sustainable relationships: myth or reality?", Newcastle, 8-10 September 2014.
  • Macdonald E, Baxendale S & Wilson H (2013) Comparing the impact of brand, retailer and peer to peer touchpoints on consideration in consumer goods. In: American Marketing Association Summer Educators Conference, Boston, MA, 9-11 August 2013.
  • Champniss GP, Wilson H, Macdonald E & Dimitriu R (2013) Together we can do it: Using group influence to motivate prosocial consumer behaviour. In: American Marketing Association Summer Educators Conference, Boston, MA, 9-11 August 2013.
  • Macdonald E, Konus U & Wilson H (2013) Multi-touchpoint customer segmentation in relational contexts: Using a real-time experience tracking approach. In: European Marketing Academy Conference (EMAC) Doctoral Colloquium, Istanbul, 4-7 June 2013.
  • Bruce H, Wilson H & Macdonald E (2013) You Know You're Working Class when your TV is Bigger than your Bookcase: Enduring Household Identity Conflict. In: American Marketing Association Summer Educators Conference, Boston, MA, 9 August 2013.
  • Bruce HL, Wilson H & Macdonald E (2013) You Know you're Working Class when your TV is Bigger than your Bookcase: Enduring Household Identity Conflict. In: 42nd Academy of Marketing Science Annual Conference, 2013, Monterey Bay, California, 15 May 2013.
  • Bruce HL, Wilson H & Macdonald E (2013) Built on Sand: Strengthening the Foundations of Customer Value Research. In: Consumer Culture Theory Conference 2012, Oxford, 16 August 2012.
  • Bruce HL, Wilson H & Macdonald E (2013) Enhancing Customer Perceived Value Measurement: A Multidimensional Index for TV Consumption. In: 42nd Academy of Marketing Science Annual Conference, 2013, Monterey Bay, California, 15 May 2013.
  • Bruce HL, Wilson H & Macdonald E (2013) Enhancing Customer Perceived Value Measurement: A Multidimensional Index for TV Consumption. In: 42nd European Marketing Academy Conference, 2013, Istanbul, 4 June 2013.
  • Bruce HL, Wilson H & Macdonald E (2013) Interconnected Identities: Enduring Identity Conflict in the Household. In: 42nd European Marketing Academy Conference, 2013, Istanbul, 4 June 2013.
  • Bruce HL, Wilson H & Macdonald E (2013) Investigating Customer Value as it Arises from Customer Experience. In: Academy of Marketing Conference 2012, Southampton, 2 July 2012.
  • Bruce HL, Wilson H & Macdonald E (2013) Enhancing Customer Perceived Value Measurement: A Multidimensional Index for TV Consumption. In: American Marketing Association Summer Educators Conference, Boston, MA, 9 August 2013.
  • Baxendale S, Evans N, Macdonald EK & Wilson H (2012) Measuring advertising effectiveness using a real time experience tracking approach. In: Wharton Future of Advertising Empirical Generalisations Conference, Philadelphia, 31 May 2012.
  • Kleinaltenkamp M, Macdonald EK & Wilson H (2012) You'll never walk along - value co-creation in a usage center. In: ANZMAC/KSMS Joint Symposium at the Global Marketing Conference, Seoul, 19 July 2012.
  • Kleinaltenkamp M, Macdonald EK & Wilson H (2012)

    Value co-creation in a usage center

    . In: ISBM Academic Conference, Chicago, 15 August 2012.
  • Macdonald EK, Konus U & Wilson H (2012) Pleased to meet you: multichannel segments and their covariates. In: European Marketing Academy Conference (EMAC), Lisbon, 22 May 2012.
  • Konus U, Macdonald E & Wilson H (2011) The impact of holistic customer experience: a real-time experience tracking approach. In: INFORMS Marketing Science Conference 2011, Houston, TX, 9 June 2011.
  • Wilson H, Macdonald E, Lemke F & Clark M (2011) Service quality, usage process quality and value-in-use. In: EMAC 40th Conference, Ljubljana, 24 May 2011.
  • Macdonald EK, Wilson H & Konus U (2011) Multichannel customer experience: A real time experience tracking approach. In: EMAC 40th Conference, Ljubljana, 24 May 2011.
  • Konus U, Macdonald EK & Wilson H (2011) Tracking Holistic Customer Experience in Realtime. In: INFORMS Marketing Science Conference 2011, Houston, TX, 9 June 2011.
  • Khan A, Wilson H & Clark M (2011) Market Orientation, customer value orientation and firm performance.. In: China Marketing Science (CMS) Conference, Guangzhou, 19 August 2011.
  • Kleinaltenkamp M, Macdonald E K & Wilson H (2011) How co-creation processes create value: an exploration in an industrial maintenance context using repertory grid technique. In: Australian New Zealand Marketing Academy (ANZMAC), Perth, 28 November 2011.
  • Clark M, Lemke F, Wilson H & Macdonald E (2011) Customer experience and customer value: determining the link in B2B settings. In: International Colloquium on Relationship Marketing, Rochester, New York, 27 September 2011.
  • Alvarez G, Wilson HN, Pilbeam CJ & Wilding R (2010) How networks evolve: a dynamic multiple-network perspective in a sustainability context. In: Multi-Organizational Partnerships, Alliances and Networks (MOPAN), University of Keele, 28-30 June 2010.
  • Macdonald E & Wilson H (2010) The real-time evolution of brand engagement in the charity sector. In: 18th International Colloquium on Relationship Marketing, Henley Business School, University of Reading, 27 September 2010.
  • Wilson H & Macdonald E (2010) The real-time evolution of multichannel brand engagement. In: 39th EMAC Conference, Copenhagen, Denmark, 1 June 2010.
  • Baines P, Macdonald EK, Wilson H & Blades F (2010) Communication channel experiences and their influence on voting in the 2010 British general election. In: Academy of Marketing Political Marketing Specialist Interest Group, Chester, 8 October 2010.
  • Lemke F, Clark M & Wilson H (2010) Customer experience quality: An exploration in business and consumer contexts using repertory grid technique.. In: International Colloquium on Relationship Marketing (ICRM), Henley, 27 September 2010.
  • Macdonald EK, Wilson H & Martinez V (2009) Developing a framework for assessing the value-in-use of product-service systems: a case study. In: EIASM 2009 Naples Forum on Services, Capri, 16 June 2009.
  • Macdonald E, Martinez V & Wilson H (2009) Towards the assessment of the value-in-use of product-service systems: A review. In: Performance Management Association Conference, Dunedin, New Zealand.
  • Macdonald E, Martinez V & Wilson H (2009) A framework for assessing the value-in-use of product-service systems. In: POMS 20th Annual Conference, Orlando.
  • Le Meunier-FitzHugh K, Palmer R & Wilson H (2009) A sales perspective on service dominant logic. In: Academy of Marketing Science Conference, Baltimore.
  • Khan A & Wilson H (2009) Market orientation, customer value orientation and firm performance.. In: ISES Inaugural Global Conference on Service Excellence, Singapore, 22 July 2009.
  • Macdonald E, Wilson H & Martinez V (2009) Assessing the value-in-use of integrated product-service offerings: A repertory grid approach. In: 18th Annual Frontiers in Service 2009, Honolulu, 29 October 2009.
  • Bailey Chris, Wilson H & Clark M (2007) Actioning customer insight: fulfilling the promise of CRM. In: Academy of Marketing Conference, Kingston.
  • Bailey Chris, Wilson H & Clark M (2007) Actioning customer insight: an exploratory multiple-case study. In: EMAC Annual Conference, Reykjavik.
  • Wilson H, Baines P & Maklan S (2007) Contemporary practice in actioning market segmentation. In: Academy of Marketing SIG on Market Segmentation Workshop, Milton Keynes.
  • Madaleno R, Wilson H & Palmer R (2006) Does multi-channel integration matter? Determinants of customer satisfaction in a multi-channel B2B environment. In: Academy of Marketing Conference, London.
  • White A, Johnson M & Wilson H (2006) RFID in the supply chain: The experience of early adopters. In: Academy of Marketing Conference, London.
  • Parry E & Wilson H (2006) Online recruitment within the UK: a model of the factors affecting its adoption. In: 1st European Academic Workshop on eHRM, Twente.
  • Wilson H & Daniel E (2005) The multi-channel challenge: A dynamic capability approach. In: Academy of Marketing Conference, Dublin.
  • Parry E & Wilson H (2005) Internet recruitment. In: British Academy of Management Conference, Oxford.
  • Parry E & Wilson H (2005) An inductively derived conceptual model of online recruitment adoption. In: International HRM Conference, Cairns.
  • Parry E & Wilson H (2005) Factors affecting the adoption of internet recruitment: An inductive study. In: British Academy of Management Conference, Oxford.
  • Palmer R & Wilson H (2004) Refinement of a framework of contemporary marketing practices: A research agenda and initial case study. In: American Marketing Association/Institute for the Study of Business Markets Conference, Boston.
  • Daniel E, Wilson H & Myers A (2001) An Empirical Investigation of the Adoption of E-Commerce by SMEs in the UK. In: UKAIS Conference, Portsmouth.
  • Daniel E, Wilson H & Sutherland F (2000) Factors Determining the Successful Development of IT Systems for Marketing. In: UKAIS Conference, Cardiff.
  • Daniel E, Wilson H, Ward J & McDonald M (2000) Improved Deployment of Marketing Information Systems. In: Americas Conference on Information Systems (AMCIS), Long Beach, CA.
  • Arkadan F, Macdonald E & Wilson H A systematic literature review of practices in customer experience management. In: Academy of Marketing Science - World Marketing Congress Paris 2016, IESEG School of Management Paris, 20-22 July 2016.
  • Baxendale S, Macdonald E & Wilson H How different brand encounters impact brand purchase choice. In: European Marketing Academy Conference (EMAC) 2017, University of Groningen, 23-26 May 2017.
  • Watson RJ, Wilson HN, Smart P & Macdonald EK Harnessing difference: A capability-based framework for engaging stakeholders in sustainability innovation. In: 22nd International Product Development Management Conference, Copenhagen, 14-16 June 2015.
  • Watson RJ, Wilson HN, Smart P & Macdonald EK Engaging stakeholders in innovation for environmental sustainability: a capability-based framework. In: Academy of Management Annual Conference, 2015**, Vancouver, British Columbia (75th), 7-11 August 2015.

Books

  • Ryals L, Abdollahi S, Maklan S & Wilson H (2012) Implementing Sustainable Marketing. In: Cranfield on Corporate Sustainability, Sheffield: Greenleaf, p. 133-148.
  • McDonald M & Wilson H (2011) Marketing Plans: how to prepare them, how to use them. . Chichester: Wiley, ed. 7th.
  • Wilson H (2009) Measuring the effectiveness of multichannel strategies. In: Marketing Accountability: How to measure marketing effectiveness. McDonald M, Mouncey P (ed.), Kogan Page.
  • Wilson H, Street R & Bruce L (2008) The Multi-Channel Challenge: Integrating Customer Experience for Profit. Oxford: Butterworth-Heinemann.
  • Wilson H, McDonald M, Hobbs M & Dolder C (2006) Optimising multi-channel performance. In: Multi-Channel Marketing - An Introduction. Sunder K (ed.), Magnus School of Business, p. 118-142.
  • Wilson H, Hobbs M, Dolder C & McDonald M (2004) Multi-channel marketing: optimising performance in an ICT-enabled world. In: Evolution of Supply Chain Management. Chang Y, Makatsoris H, Richards H (ed.), Kluwer.
  • McDonald M & Wilson H (2001) e-Marketing: improving marketing effectiveness in a digital world. London: FT Prentice Hall.
  • McDonald M & Wilson H (2001) Serving customers through multiple channels: how to profit from the right channel mix. In: Customer Relationship Management, London: Caspian Publishing.
  • Daniel E, Wilson H, McDonald M & Ward J (2001) Marketing Stategy in the Digital Age: Exploiting e-Commerce in your Busines. Financial Times/Prentice Hall.
  • McDonald M, Hewson W & Wilson H (1996) Towards Excellence in Marketing Strategy - The Role of Systems in Strategic Marketing and Business Planning.