Our vision is to identify and facilitate value creation between enterprises (including social ventures) and their customers.
In the Enterprise and Value research group at the Hertfordshire Business School, we use multi-disciplinary approaches to understand how value is (co-)created, where and how it is captured, used, and re-configured, in a number of different contexts. We also use conceptual frameworks and new methodological approaches to examine financial leverage, systems and sustainability. Our research also covers other areas where value can be examined such as accounting and finance.
We produce internationally excellent research by bringing together academics from areas with a broad interest in the value proposition including:
In Marketing and Enterprise, we consider the value creation process in a number of organizational contexts, including business to business, business to consumer, government and social ventures.
In Business Value and Analytics, we focus on financial perspectives of value, and through business analytics provide insights to help optimize value streams.
We consider the basic essence of the Visitor Economy to be value creation between businesses and consumers in leisure settings.
Dr Anna Watson is a Reader in Marketing, with research interests in franchising, entrepreneurship and social enterprise.
Anna is one the UK’s leading academics in franchising, having published widely in the area, and has undertaken a number of projects on behalf of the British Franchise Association. She is a Visiting Professor at the University of Rennes, where she contributes to their Franchising Master’s programmes.
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PhD students are valued members of our research community. We encourage potential applicants to browse the list of the group members to get more information about their areas of expertise.
Current PhD students include:
|Student||Research project title||Programme|
|Fahima Rubayet Alan||Artificial Intelligence and Digital Marketing||PhD|
|Mir Baloch||Social Marketing for Health Intervention in Baluchistan, Pakistan||PhD|
|Katie Burke||Co-Creation and Co-Destruction of Value at Music Festivals: A Practice Theory Approach||PhD|
|Jennifer Ford||Tourism impacts on residents’ and visitors’ quality of life: a study of two communities in Canada||PhD|
|Sally-ann Goold||Choosing Geographic Scales for the Analysis of Labour Market and Related Statistics||PhD|
|Ann Judith Holness||Policymaking for Childhood Obesity in the UK: A System Dynamics Approach||PhD|
|Stelina Kanaki||Using a mobile application to make healthier food choices: the role of emotions and body type in food decision making||PhD|
|Matthieu Pierre Marie Leclerc-chalvet||Why does the Extent and Rate of Adoption of Innovative Healthcare Technologies Vary Between Cases?||PhD|
|Kerry Mckay||Well-Being in HRM Practice. The Role of the HR Practitioner||PhD|
|Diane Margaret Ivy Morrad||Is There Value in Intangibility? Brand, Payback and Learning in the Life Cycle of the SME||PhD|
|Jefferson Papis||A Phenomenological study on the Meaning of Events||PhD|
|Suket Parihar||Privacy-public paradox in consuming digital social technology||PhD|
|Zaki Sellam||Understanding the Choice of Contractual Arrangements in Asymmetric, Dyadic R & D Relationships in the Life Sciences Sector||PhD|
|Karen Lai Yin Trimarchi||Chinese Cultural Values: Exploring its Influence on Malaysian Chinese Women's Career Experiences in Malaysia||PhD|
|Barbara Wood||Authenticity, integrity and sharing knowledge or manipulation of experience, restricting access and managing information? Who holds ownership and authority in the heritage sector and who controls user experiences?||DHeritage|
|Oleg Zhurov||The Influence of National Cultures on the Ability of MNC Affiliates to Locally Adapt Global Marketing Strategies||PhD|
For more information, please contact Dr Anna Watson.