Contact Professor Hugh Wilson
- Email: hugh.wilson@cranfield.ac.uk
- Twitter: @hughnwilson
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 is a Visiting Professor at Cranfield School of Management.
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
- Watson R, Wilson HN & Macdonald EK. (2025). Engagement logics: How partners for sustainability-oriented innovation manage differences between organizational logics. Journal of Product Innovation Management, 42(2)
- Teixeira JG, Gallan AS & Wilson HN. (2024). SDG commentary: service ecosystems with the planet - weaving the environmental SDGs with human services. Journal of Services Marketing, 38(2)
- Arkadan F, Macdonald EK & Wilson HN. (2024). Customer experience orientation: Conceptual model, propositions, and research directions. Journal of the Academy of Marketing Science, 52(6)
- Watson R, Nielsen KR, Wilson HN, Macdonald EK, Mera C, .... (2022). Policy for sustainable entrepreneurship: a crowdsourced framework. Journal of Cleaner Production, 383(January)
- Ahmed I, Arnott D, Dacko S & Wilson HN. (2022). Trying on a role: Mentoring, improvisation and social learning in luxury retailing. Journal of Business Research, 144
- Watson R, Wilson HN & Macdonald EK. (2020). Business-nonprofit engagement in sustainability-oriented innovation: What works for whom and why?. Journal of Business Research, 119
- Cundill GJ & Wilson H. (2020). ESG? A Framework for Corporate Governance and its Environmental, Social, and Financial Outcomes. Academy of Management Proceedings, 2020(1)
- Watson R, Wilson H & Macdonald E. (2019). Reconciling Our Differences: Making Partnerships for Sustainability- Oriented Innovation Work. Academy of Management Proceedings, 2019(1)
- Bruce HL, Wilson HN, Macdonald EK & Clarke B. (2019). Resource integration, value creation and value destruction in collective consumption contexts. Journal of Business Research, 103
- Wilson HN. (2019). Collective engagement: Four thought-shackles and how to escape them. Industrial Marketing Management, 80
- Rowe ZO, Wilson HN, Dimitriu R, Charnley FJ & Lastrucci G. (2018). Pride in my past: influencing sustainable choices through behavioral recall. Psychology & Marketing, 36(4)
- Pareek B, Ghosh P, Wilson HN, Macdonald EK & Baines PR. (2018). Tracking the impact of media on voter choice in real time: A Bayesian dynamic joint model. Journal of the American Statistical Association, 113(524)
- Kelleher C, Wilson H, Macdonald EK & Peppard J. (2018). The score is not the music: integrating experience-based and practice-based perspectives on value co-creation in collective consumption contexts. Journal of Service Research, 22(2)
- Watson R, Wilson H, Smart P & Macdonald EK. (2017). Harnessing difference: a capability-based framework for stakeholder engagement in environmental innovation. Journal of Product Innovation Management, 35(2)
- Cundill GJ, Smart P & Wilson HN. (2017). Non-financial shareholder activism: A process model for influencing corporate environmental and social performance. International Journal of Management Reviews, 20(2)
- Rowe ZO, Wilson H, Dimitriu R, Breiter K & Charnley F. (2017). The best I can be: how self-accountability impacts product choice in technology mediated environments. Psychology & Marketing, 34(5)
- Baumann J, Le Meunier-FitzHugh K & Wilson HN. (2017). The challenge of communicating reciprocal value promises: buyer-seller value proposition disparity in professional services. Industrial Marketing Management, 64(Journal of the Academy of Marketing Science3612008)
- Champniss G, Wilson H, Macdonald EK & Dimitriu R. (2016). No I won’t, but yes we will: driving sustainability-related donations through social identity effects. Technological Forecasting and Social Change, 111
- Macdonald EK, Kleinaltenkamp M & Wilson H. (2016). How business customers judge solutions: solution quality and value in use. Journal of Marketing, 80(3)
- Said E, Macdonald EK & Wilson H. (2015). How organisations generate and use customer insight. Journal of Marketing Management, 31(9-10)
- Baxendale S, Macdonald EK & Wilson H. (2015). The impact of different touchpoints on brand consideration. Journal of Retailing, 91(2)
- Pilbeam C, Alvarez G & Wilson H. (2012). The governance of supply networks: a systematic literature review. Supply Chain Management: An International Journal, 17(4)
- Macdonald EK, Wilson H, Martinez V & Toossi A. (2011). Assessing value-in-use: A conceptual framework and exploratory study. Industrial Marketing Management, 40(5)
- Le Meunier-FitzHugh K, Baumann J, Palmer R & Wilson H. (2011). The Implications of Service-Dominant Logic and Integrated Solutions on the Sales Function. Journal of Marketing Theory and Practice, 19(4)
- Baines PR, Macdonald EK, Wilson H & Blades F. (2011). Measuring communication channel experiences and their influence on voting in the 2010 British General Election. Journal of Marketing Management, 27(7-8)
- Mollen A & Wilson H. (2010). Engagement, telepresence and interactivity in online consumer experience: reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9-10)
- Parry E & Wilson H. (2009). Factors influencing the adoption of online recruitment. Personnel Review, 38(6)
- Bailey CR, Baines PR, Wilson H & Clark M. (2009). Segmentation and customer insight in contemporary services marketing practice: why grouping customers is no longer enough. Journal of Marketing Management, 25(3-4)
- White A, Johnson M & Wilson H. (2008). RFID in the supply chain: lessons from European early adopters. International Journal of Physical Distribution & Logistics Management, 38(2)
- Wilson H, Daniel E & Davies IA. (2008). The diffusion of e-commerce in UK SMEs. Journal of Marketing Management, 24(5-6)
- Baines TS, Lightfoot HW, Evans S, Neely A, Greenough R, .... (2007). State-of-the-art in product-service systems. Proceedings of the Institution of Mechanical Engineers, Part B: Journal of Engineering Manufacture, 221(10)
- White A, Daniel E, Ward J & Wilson H. (2007). The adoption of consortium B2B e-marketplaces: An exploratory study. The Journal of Strategic Information Systems, 16(1)
- Wilson H, Clark M & Smith B. (2007). Justifying CRM projects in a business-to-business context: The potential of the Benefits Dependency Network. Industrial Marketing Management, 36(6)
- Madaleno R, Wilson H & Palmer R. (2007). Determinants of Customer Satisfaction in a Multi-Channel B2B Environment. Total Quality Management & Business Excellence, 18(8)
- Stuart-Menteth H, Wilson H & Baker S. (2006). Escaping the Channel Silo - Researching the New Consumer. International Journal of Market Research, 48(4)
- Ryals L & Wilson H. (2005). Experimental Methods in Market Research: From Information to Insight. International Journal of Market Research, 47(4)
- Bazett M, Bowden I, Love J, Street R & Wilson H. (2005). Papers: Measuring multichannel effectiveness using the balanced scorecard. Interactive Marketing, 6(3)
- Stuart-Menteth H, Arbuthnot S & Wilson H. (2005). Multi-channel experience consistency: Evidence from Lexus. Interactive Marketing, 6(4)
- Wilson H, Hobbs M, Dolder C & McDonald M. (2004). Optimising multiple channels. Interactive Marketing, 5(3)
- Wilson HN. (2004). Towards rigour in action research: a case study in marketing planning. European Journal of Marketing, 38(3/4)
- Daniel E & Wilson HN. (2004). Action research in turbulent environments. European Journal of Marketing, 38(3/4)
- Daniel E, Wilson H & McDonald M. (2003). Towards a map of marketing information systems: an inductive study. European Journal of Marketing, 37(5/6)
- Daniel EM & Wilson HN. (2003). The role of dynamic capabilities in e-business transformation. European Journal of Information Systems, 12(4)
- Daniel E & Wilson H. (2002). Adoption intentions and benefits realised: a study of e‐commerce in UK SMEs. Journal of Small Business and Enterprise Development, 9(4)
- Daniel E, Wilson H & Myers A. (2002). Innovation in small and medium sized enterprises: The case of e-commerce adoption in the UK. Innovation, 4(1-3)
- Daniel E, Wilson H & Myers A. (2002). Adoption of E-Commerce by SMEs in the UK. International Small Business Journal: Researching Entrepreneurship, 20(3)
- Wilson HN & McDonald M. (2001). An evaluation of styles of IT support for marketing planning. European Journal of Marketing, 35(7/8)
- McDonald MHB & Wilson HN. (1999). Exploiting Technique Interrelationships: A Model of Strategic Marketing Planning. Journal of Euromarketing, 7(3)
- Wilson HN & McDonald MHB. (1996). Computer‐aided marketing planning: The experience of early adopters. Journal of Marketing Management, 12(5)
- McDonald MHB & Wilson HN. (1990). State‐of‐the‐Art Developments in Expert Systems and Strategic Marketing Planning. British Journal of Management, 1(3)
Conference Papers
- Mera CE, Wilson HN, Adams RJ, Watson R, Macdonald E, .... (2020). Sustainable entrepreneurship as a community of practice (Forthcoming)
- Esch DT & Wilson HN. (2019). We Won, Therefore I Won: How the Performance of Social Groups Affects Individuals’ Subjective Well-Being
- Esch DT & Wilson HN. (2018). The Power of Social Victories: Resilience and Group Performance as Predictors of Individuals’ Task Performance
- Esch DT & Wilson HN. (2018). The Power of Social Victories: Resilience and Group Performance as Predictors of Individuals’ Task Performance
- Mollen A, Wilson HN & Macdonald EK. (2017). Consumer Engagement: Metric or Mantra? Scale Development, Validation and Application (An Abstract)
- Esch DT, Wilson HN & Macdonald EK. (2017). An Integrated Model of the Antecedents and Consequences of Touchpoints: An Abstract
- Macdonald E, Wilson H & Kleinaltenkamp M. (2017). Business Solutions: What are they and how do they create value-in-use?
- Wilson H, Champniss G, Macdonald E & Dimitriu R. (2017). A Group at a Time: Using Social Group Effects to Engender Sustainable Consumer Behaviours
- Arkadan F, Macdonald E & Wilson H. (2017). The role of organizational values in customer experience management
- Watson RJ, Roed Nielsen K, Mera C, Wilson HN, Macdonald EK, .... (2017). Policy for sustainable entrepreneurship: A crowdsourced framework
- Champniss G, Wilson HN, Macdonald EK & Dimitriu R. (2017). Bypassing the Attitude-Behavior Gap: Using Social Identity and Norm Effects to Engender Sustainable Consumer Behaviors (An Abstract)
- Arkadan F, Macdonald E & Wilson H. (2016). Customer experience management
- Watson RJ, Wilson HN, Smart P & Macdonald EK. (2015). Harnessing difference: A capability-based framework for engaging stakeholders in sustainability innovation
- Watson R, Wilson H, MacDonald E & Smart P. (2015). Engaging Stakeholders in Innovation for Environmental Sustainability: A Capability-Based Framework
- Li Konus Wilson H & Macdonald E. (2015). Impact of multi-touchpoint experience affect consumer satisfaction and behaviour: a real-time tracking approach
- Bruce HL, Wilson H & Macdonald E. (2015). You Know you’re Working Class when your TV is Bigger than your Bookcase: Enduring Household Identity Conflict
- Bruce HL, Wilson H & Macdonald E. (2015). Enhancing Customer Perceived Value Measurement: A Multi-Dimensional Index for Television Consumption
- Meunier-FitzHugh KL, Palmer RA & Wilson H. (2015). A Sales Perspective on Service Dominant Logic
- Alvarez G, Wilson HN, Pilbeam CJ & Wilding R. (2014). The evolution of sustainability network structure and governance (Prize for best paper in conference overall)
- Champniss G, Wilson H, Dimitriu R & Macdonald EK. (2014). Many Hands Make...Different Work: How Group Effects can Foster Prosocial Behaviours from Consumers
- 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
- Champniss G, Wilson H, Macdonald E & Dimitriu R. (2014). Together we can do it: Using group influence to motivate prosocial consumer behaviour
- Said E, Macdonald E & Wilson H. (2014). How organizations translate customer insight into marketing action
- Bruce HL, Wilson H & Macdonald E. (2014). Enduring Household Identity Conflict: A Study of Mundane, Continuous Consumption
- Bruce HL, Wilson H & Macdonald E. (2013). Investigating Customer Value as it Arises from Customer Experience
- Bruce HL, Wilson H & Macdonald E. (2013). Interconnected Identities: Enduring Identity Conflict in the Household
- Bruce HL, Wilson H & Macdonald E. (2013). Enhancing customer perceived value measurement: a multidimensional index for tv consumption
- Bruce HL, Wilson H & Macdonald E. (2013). Built on Sand: Strengthening the Foundations of Customer Value Research
- Bruce HL, Wilson H & Macdonald E. (2013). Enhancing customer perceived value measurement: a multidimensional index for tv consumption
- Macdonald E, Konus U & Wilson H. (2013). Multi-touchpoint customer segmentation in relational contexts: Using a real-time experience tracking approach
- Champniss GP, Wilson H, Macdonald E & Dimitriu R. (2013). Together we can do it: Using group influence to motivate prosocial consumer behaviour
- Macdonald E, Baxendale S & Wilson H. (2013). Comparing the impact of brand, retailer and peer to peer touchpoints on consideration in consumer goods
- Baxendale S, Evans N, Macdonald EK & Wilson H. (2012). Measuring advertising effectiveness using a real time experience tracking approach
- Kleinaltenkamp M, Macdonald EK & Wilson H. (2012). You'll never walk along - value co-creation in a usage center
- Kleinaltenkamp M, Macdonald EK & Wilson H. (2012). Value co-creation in a usage center
- Macdonald EK, Konus U & Wilson H. (2012). Pleased to meet you: multichannel segments and their covariates
- Clark M, Lemke F, Wilson H & Macdonald E. (2011). Customer experience and customer value: determining the link in B2B settings
- Wilson H, Macdonald E, Lemke F & Clark M. (2011). Service quality, usage process quality and value-in-use
- Macdonald EK, Wilson H & Konus U. (2011). Multichannel customer experience: A real time experience tracking approach
- Konus U, Macdonald EK & Wilson H. (2011). Tracking Holistic Customer Experience in Realtime
- Kleinaltenkamp M, Macdonald EK & Wilson H. (2011). How co-creation processes create value: an exploration in an industrial maintenance context using repertory grid technique
- Konus U, Macdonald E & Wilson H. (2011). The impact of holistic customer experience: a real-time experience tracking approach
- Khan A, Wilson H & Clark M. (2011). Market Orientation, customer value orientation and firm performance.
- Lemke F, Clark M & Wilson H. (2011). Customer experience quality: an exploration in business and consumer contexts using repertory grid technique
- Macdonald E & Wilson H. (2010). The real-time evolution of brand engagement in the charity sector
- Wilson H & Macdonald E. (2010). The real-time evolution of multichannel brand engagement
- Alvarez G, Wilson HN, Pilbeam CJ & Wilding R. (2010). How networks evolve: a dynamic multiple-network perspective in a sustainability context
- Baines P, Macdonald EK, Wilson H & Blades F. (2010). Communication channel experiences and their influence on voting in the 2010 British general election
- Macdonald EK, Wilson H & Martinez V. (2009). Developing a framework for assessing the value-in-use of product-service systems: a case study
- Macdonald E, Martinez V & Wilson H. (2009). A framework for assessing the value-in-use of product-service systems
- Khan A & Wilson H. (2009). Market orientation, customer value orientation and firm performance.
- Macdonald E, Martinez V & Wilson H. (2009). Towards the assessment of the value-in-use of product-service systems: A review
- Macdonald E, Wilson H & Martinez V. (2009). Assessing the value-in-use of integrated product-service offerings: A repertory grid approach
- Wilson H, Baines P & Maklan S. (2007). Contemporary practice in actioning market segmentation
- Bailey C, Wilson H & Clark M. (2007). Actioning customer insight: fulfilling the promise of CRM
- Bailey C, Wilson H & Clark M. (2007). Actioning customer insight: an exploratory multiple-case study
- Wilson H & Daniel E. (2007). The Multi-Channel Challenge: A dynamic capability approach.
- Madaleno R, Wilson H & Palmer R. (2006). Does multi-channel integration matter? Determinants of customer satisfaction in a multi-channel B2B environment
- White A, Johnson M & Wilson H. (2006). RFID in the supply chain: The experience of early adopters
- Parry E & Wilson H. (2006). Online recruitment within the UK: a model of the factors affecting its adoption
- Parry E & Wilson H. (2005). Factors affecting the adoption of internet recruitment: An inductive study
- Parry E & Wilson H. (2005). Internet recruitment
- Parry E & Wilson H. (2005). An inductively derived conceptual model of online recruitment adoption
- Palmer R & Wilson H. (2004). Refinement of a framework of contemporary marketing practices: A research agenda and initial case study
- Daniel E, Wilson H & Myers A. (2001). An Empirical Investigation of the Adoption of E-Commerce by SMEs in the UK
- Daniel E, Wilson H, Ward J & McDonald M. (2000). Improved Deployment of Marketing Information Systems
- Daniel E, Wilson H & Sutherland F. (2000). Factors Determining the Successful Development of IT Systems for Marketing
Books
- Ryals L. (2017). Implementing sustainable marketing In Cranfield on Corporate Sustainability. Routledge.
- Arkadan F, Macdonald EK & Wilson HN. (2017). A Systematic Literature Review of Practices in Customer Experience Management: An Abstract In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing.
- Arkadan F, Macdonald EK & Wilson HN. (2017). Customer Experience Management Practices: A Systematic Literature Review (Abstract) In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing.
- Kelleher C, Wilson H & Peppard J. (2015). The Score is not the Music: Practices and Value in Collaborative Consumption Contexts In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing.
- McDonald M & Wilson H. (2011). Marketing Plans: how to prepare them, how to use them. (7th)
- Wilson H. (2009). Measuring the effectiveness of multichannel strategies In McDonald M & Mouncey P (eds), Marketing Accountability: How to measure marketing effectiveness. Kogan Page.
- Wilson H, Street R & Bruce L. (2008). The Multi-Channel Challenge: Integrating Customer Experience for Profit
- Wilson H, McDonald M, Hobbs M & Dolder C. (2006). Optimising multi-channel performance In Sunder K(ed.), Multi-Channel Marketing - An Introduction. Magnus School of Business.
- Wilson H, Hobbs M, Dolder C & McDonald M. (2004). Multi-channel marketing: optimising performance in an ICT-enabled world In Chang Y, Makatsoris H & Richards H (eds), Evolution of Supply Chain Management. Kluwer.
- Wilson H, Hobbs M, Dolder C & McDonald M. (2004). Multi-Channel Marketing In Evolution of Supply Chain Management. Springer US.
- Daniel E, Wilson H, McDonald M & Ward J. (2001). Marketing Stategy in the Digital Age: Exploiting e-Commerce in your Busines
- McDonald M & Wilson H. (2001). e-Marketing: improving marketing effectiveness in a digital world
- McDonald M & Wilson H. (2001). Serving customers through multiple channels: how to profit from the right channel mix In Customer Relationship Management. Caspian Publishing.
- McDonald M, Hewson W & Wilson H. (1996). Towards Excellence in Marketing Strategy - The Role of Systems in Strategic Marketing and Business Planning