Dr Phill McGowan is Associate Professor of Strategic Selling and Key Account Management.
Phill is an experienced entrepreneur, marketer, and
consultant with over 30 years’ experience forming, buying, growing, and selling
multiple SME technology firms. Phill has worked internationally with experience
of business ownership, joint ventures, partnerships and distribution channels
in Asia, Africa, North America, Europe, and Australasia. He joined
academia in 2015 and completed a MA (Sales Management) and PhD (SME buyer seller
relationships), while concurrently teaching on a range of marketing and sales related
courses, subsequently rising to be Head of the Marketing Subject Group, at the
University of Portsmouth.
Phill joined Cranfield full time in 2022 and was appointed Associate Professor of Strategic Selling and Key Account Management. He has published in the Journal of Business and Industrial Marketing, International Journal of Logistics Research and Applications, and the IMP Journal. Phill is a CABS Certified Management and Business Educator, Member of the British Academy of Management and Fellow of the Higher Education Academy. He is also a mentor and advisor to several early career entrepreneurs.
Phill teaches Strategic Selling, Key Account Management and Technology Foresight on a range of MSc, MBA, and Executive programmes. His expertise is firmly grounded in business and informed by the latest research. Through a combination of academic theory and practitioner experience, Phill is able to inspire students by bringing theoretical constructs to life through real-world experience and examples.
Phill’s research is designed to enhance understanding of inter-organisation buyer-seller relationships with a focus on driving innovation and growth through marketing and sales activities. Advances in technology, coupled with rapid adoption accelerated by the COVID19 pandemic, plus recent insights into decision-making logics, all suggest that the way in which buyers and sellers are interacting is changing. Phill is particularly interested in understanding how to overcome barriers faced by SMEs when trading with large corporations and the Public Sector, as improving their ability to win larger- and longer-term contracts can drive regional growth and development.
Articles In Journals
- McGowan P, Simms C, Pickernell D & Zisakis K (2021) The dark side of effectuation in a key account management relationship, Journal of Business and Industrial Marketing, 36 (7) 1147-1162.
- McGowan P (2020) Sales failure: A review and future research directions, International Journal of Logistics Research and Applications, 24 (1) 23-50.
- McGowan P (2020) Use of effectuation by established micro businesses: Short-term gain, long-term pain?, Journal of Business and Industrial Marketing, 36 (1) 60-71.
- McGowan PJ (2018) The impact of effectuation on small firm buying decisions, Journal of Business and Industrial Marketing, 12 (3) 444-459.
- McGowan P (2022) Teaching technology foresight to business and management students. In: INTED2022: 16th International Technology, Education and Development Conference, Virtual Event, 7-8 March 2022.
- McCotter S, McGowan P & Tambay P (2021) Fostering students' sense of belonging: A parental role or a HEI responsibility necessity? An interdisciplinary HEI study into a model of student belonging at university business schools. In: 14th Annual International Conference of Education, Research & Innovation 2021, Online, 8-9 November 2021.