Professor Heidi Winklhofer

External Exminerships & Validations

2015 - 2015		External Examinar PhD thesis Open University
2013 - 2013		Best Article Award Finalist of Journal of Service Research: "Customer as Resource Integrators: Towards a Model of Customer Learning"

Current Research Activities
My most recent work covers the wider topic of customer perceived value perceptions and their interface with customer participation. Together with a number of colleagues and PhD students, we examine ways to measure customer perceived value, explore its dynamic nature in contexts that require a high element of customer participation. We are also interested in the link between customer education and customer participation.

My work with members of the Contemporary Marketing Practice (CMP) group explored firm's different approaches to marketing, ranging from a purely transaction type approach to a strong Relational approach. We examined drivers of these various marketing approaches and conditions under which they are successful. Related to this is also my work on Supplier Relationships.

Over the years my research interests have covered a number of areas. I have a long-term interest in different research methodologies and international marketing activities.

I am currently supervising the following Research Students:

Anca Elena Cretu
Ran Cao

 

Publications from 2005 to the present day

Journal Articles Essamri, A.; McKechnie, S.; Winklhofer, H. (2018), "Co-creating corporate brand identity with online brand communities: A managerial perspective", Journal of Business Research, forthcoming 2018. Temerak, M.S.: Winklhofer, H. Hibbert, S.A. (2018), "Facilitating customer adherence to complex services through multi-interface interactions: the casse of a weight loss service", Journal of Business Research, Vol.88, pp. 265-276. Chatzidakis, A.; Hibbert, S.; Winklhofer, H. (2015), "Are Consumers? Reasons for and against Charitable Giving Distinct?", European Journal of Marketing, Vol.50 (1/2), pp. 125-144. Mohd-Any, A.; Winklhofer, H.; Ennew, C. (2014), "Measuring users' value experience on a travel website (e-value): What value is co-created by the user?", Journal of Travel Research, Vol.17, pp. 1-15. Vieira, A.; Winklhofer, H.; Ennew, C. (2014), "The effects of relationship marketing on share of business - a synthesis and comparison of models", Journal of Business-to-Business Marketing, forthcoming 2014. Gregory-Smith, D.; Smith, A.; Winklhofer, H. (2013), "Emotions and dissonance in 'Ethical' consumption choices", Journal of Marketing Management, Vol.29 (11-12), pp. 1201-1223, DOI:10.1080/0267257X.2013.796320. Hibbert, S.; Winklhofer, H.; Temerak, M. (2012), "Customers as resource integrators: towards a model of customer learning", Journal of Service Research, Vol.15 (3), pp. 247-261. Songailiene, E.; Winklhofer, H.; McKechnie, S. (2011), "A Conceptualisation of Supplier-Perceived Value", European Journal of Marketing, Vol.45(3), pp.383-418. Pressey, A.; Winklhofer, H.; Tzokas, N. (2009), "Purchasing practices in small-to-medium-sized enterprises: An examination of strategic purchasing adoption, supplier evaluation and supplier capabilities", Journal of Purchasing and Supply management, Vol.15 (4), pp. 214-226. Brodie, R.; Coviello, N.; Winklhofer, H. (2008), "Contemporary Marketing Practices Research Programme: A Review of the First Decade", Journal of Business and Industrial Marketing, Vol.23 (2), pp.84-94. Vieira, A.; Winklhofer, H.; Ennew, C. (2008), "Relationship Quality: A literature review and research agenda", Journal of Customer Behaviour, Vol.7(4), pp. 269-291. Brodie, R.; Winklhofer, H.; Coviello, N.; Johnston, W. (2007), "Assessing e-Marketing Adoption, the Role of IT and Firm Performance", Journal of Interactive Marketing (Previously J Direct Marketing), Vol.21 (1), pp. 2-21. Pressey, A.; Tzokas, N.; Winklhofer, H. (2007), "Strategic Purchasing and the Evaluation of 'Problem' Key Supply Relationships: What do Key Suppliers Need to Know?", Journal of Business and Industrial Marketing, Vol.22 (5), pp. 282-294. Winklhofer, H.; Palmer, R.; Brodie, R. (2007), "Researching the Service Dominant Logic - Normative Perspective Versus Practice", Australasian Marketing Journal, Vol.15 (1), pp. 79-86. Coviello, N.; Winklhofer, H.; Hamilton, K. (2006), "Marketing Practices and Performance of Small Service Firms: An Examination in the Tourism Accommodation Sector", Journal of Service Research, Vol.9, pp. 38-58. McKechnie, S.; Winklhofer, H.; Ennew, C. (2006), "Applying the Technology Acceptance Model to Online Retailing of Financial Services", International Journal of Retail and Distribution Management, Vol.34 (4/5), pp. 388-410. Winklhofer, H.; Houghton, K.; Chesney, T. (2006), "An Investigation into the Factors that Determine Website Sophistication in UK SMA Exporters", Advances in International Marketing, Vol.17, pp. 1-31. Winklhofer, H.; Pressey, A.; Tzokas, N. (2006), "A Cultural Perspective of Relationship Orientation: Using Organisational Culture to Support a Supply Relationship Orientation", Journal of Marketing Management, Vol.22 (1-2), pp. 169-194. Pressey, A.; Tzokas, N.; Winklhofer, H. (2005), "Strategic Purchasing in Small- To Medium-Sized Enterprises: Revisiting the Forgotten Majority", Finanza Marketing E Produzione, Vol.23 (3), pp. 33-40. Conferences Essamri, A.; McKechnie, S.; Winklhofer, H. 2017, "Co-creating corporate brands on social media: exploring managerial practices", in Academy of Marketing 12th Global Brand Conference, Linnaeus University, Kalmar, Sweden, 26-28 April. Bailey, A.; Winklhofer, H.; Hibbert, S. 2014, "Exploring Customer Learning Styles - The Case of DIY", Thessaloniki, Greece, AMA Servsig. Bailey, A.; Hibbert, S.; Winklhofer, H. 2013, "Planning and Resource Integration in Consumer Learning Value Creation", at Naples Forum on Service, Ischia, Italy. Bailey, A.; Hibbert, S.; Winklhofer, H. 2013, "The Role of Learning in Consumer Value Co-Creation Activities", at European Association for Consumer Research, Barcelona, Spain. Gregory-Smith, D.; Smith, A.; Winklhofer, H. 2012, "Consuming ethically: The role of emotions,", at AMA Summer Educators' Conference, Chicago, USA. Sobhy, T.; Winklhofer, H.; Hibbert, S. 2012, "The Effect of Customer Education on Co-Creation Behaviour: A Multichannel Approach.", at Academy of Marketing Conference, University of Southampton. Sobhy, T.; Winklhofer, H.; Hibbert, S. 2012, "The Impact of Customer Education on Co-creation Behaviour.", at American Marketing Association Servsig International Service Research Conference, Hanken School of Economics, Helsinki.. Ene, D.; Smith, A.; Winklhofer, H. 2010, "Consumer Ethics and Emotions", in Macromarketing Conference, Laramie, Wyoming, USA. Temerak, M.; Winklhofer, H.; Hibbert, S. 2010, "Managing Customer Participation Through Customer Education: A Research Agenda", in the American Marketing Association Summer Educators\' Conference, Boston, U.S.A.. Asaf, M.; Winklhofer, H.; Ennew, C. 2009, "A conceptualisation of customer participation and customer perceived value in an Internet self-service technology environment", at Academy of Marketing Conference, Leeds Metropolitan University, July. Ene, D.; Smith, A.; Winklhofer, H. 2009, "Self-Conscious Emotions & Ethical Consumer Choice", at Joint International Association for Research in Economic Psychology/Society for the Advancement of Behavioural Economics Conference, Halifax, Canada. Temerak, M.; Hibbert, S.; Winklhofer, H. 2009, "Managing Customer Participation Through Customer Education", at EIASM Workshop on Service Dominant Logic. Temerak, M.; Winklhofer, H.; Hibbert, S. 2009, "Bridging the Gap Between Customer Education and Customer Co-creation, Customer Citizenship Behaviours", at Academy of Marketing Conference, Leeds Metropolitan University. Mattison Thomson, F.; Smith, A.; Winklhofer, H. 2008, "Organisational Facilitation of Consumer Privacies Intrusion", at Academy of Marketing Conference, Aberdeen. UK. Vieira, A.; Ennew, C.; Winklhofer, H. 2008, "Relationship Quality: A Review and Research Agenda", at Academy of Marketing Conference, University of Aberdeen, July. Armstrong, C.; Fellenz, M.; Brady, M.; Winklhofer, H. 2006, "Are Marketers Prepared for the Implementation of Radio Frequency Identification (RFID)?", in the proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, Brisbane, Australia. Brodie, R.; Winklhofer, H.; Coviello, N.; Johnston, W. 2006, "Has e-Marketing Come of Age? An Examination its Adoption and its Influence on Firm Performance", in the proceedings of the European Marketing Academy Conference, Athens, Greece. Winklhofer, H.; Pressey, A.; Tzokas, N. 2006, "What Key Supplier Competencies are Viewed as Most Important to SMEs? Evidence from the UK", in the proceedings of the European Marketing Academy Conference, Athens, Greece. Pressey, A.; Tzokas, N.; Winklhofer, H. 2005, "Strategic Purchasing in Small- to Medium-Sized Enterprises: Evidence from the UK", in the proceedings of the European Marketing Academy Conference, Milan, Italy. Pressey, A.; Tzokas, N.; Winklhofer, H. 2005, "Key Supplier Evaluation and Strategic Purchasing: Evidence from the UK", in the proceedings of the Academy of Marketing Conference, Dublin Institute of Technology, July. Wetzeis, M.; Wagner, R.; Winklhofer, H. 2005, "Measurement Equivalence in Cross-Cultural-Research: The Case of Formative Measurement Models", in the proceedings of the European Marketing Academy Conference, Milan, Italy.