Linda teachs at both postgraduate and undergraduate levels in the school, and her main areas of interest in teaching are business-to-business marketing. She is module convenor for the MBA Strategic Market Relations module. Applications from prospective PhD students are welcome, in particular for research in the areas of team working, SD-logic, resource integration, and value co-creation in a B-to-B context, organisational cognition and learning, and the dynamics of organisational and/or industry networks.
Linda's research interests focus on three principal areas of investigation. First, she examines the area of theorisation and theory development in marketing. Her work is primarily focused on the concepts of resource integration and value co-creation. She is recognised internationally for her work in applying and exploring the philosophical concept of emergence in relation to understanding resource integration in marketing, and in identifying and developing a typology of resource integration processes. In addition, she has worked with international scholars at the University of Auckland on the development of strategies to theorise with managers, and in the development of theory in applied settings. Key publications in this area are:
Brodie, R. and Peters, L. D. (2020)., "New Directions for Service Research: Refreshing the Process of Theorizing to Increase Contribution" Journal of Services Marketing, forthcoming
Peters, L., (2018) "Resource Integration: Concepts and Processes" in The Sage Handbook of Service Dominant Logic, Vargo, S. and Lusch, R. (eds.), forthcoming October 2018
Peters, L., (2018) "Resource Integration Processes: The Dialectic of Presence and Absence" in The Sage Handbook of Service Dominant Logic, Vargo, S. and Lusch, R. (eds.),
Brodie, R., Nenonen, S., Storbacka, K. And Peters, L.(2017) "Theorizing with Managers: How to Achieve Both Academic Rigor and Practical Relevance?" European Journal of Marketing, 51 (7/8): 1130-1152.
Peters, L. (2016) "Heteropathic vs. Homopathic Resource Integration and value co-creation in service ecosystems" Journal of Business Research, 69 (8): 2999-3007
Taillard, M., Peters, L., Pels, J. and Mele, C. (2016) "The Role of shared intentions in the emergence of service ecosystems", Journal of Business Research, 69 (8): 2972-2980
Peters, L D., Lobler, H., Brodie, R. J., Breidbach, C. F., Hollebeek, L. D., Smith, S. D., Sorhammar, D. and Varey, R. J. (2014) "Theorizing about resource integration through service-dominant logic", Marketing Theory, 14 (3), 249-268.
Peters, L. D., Pressey, A.D. , Vanharanta, M. and Johnston, W. J., (2014). "Constructivism and critical realism as alternative approaches to the study of business networks: Convergences and divergences in theory and in research practice", Industrial Marketing Management, 42 (3): 336-346.
Second, she has worked with Professors K. Storbacka, S. Nenonen, and R. Brodie in the area of market shaping. Market shaping is the purposeful efforts by a focal actor to perform and transform markets. As such, it recognises that markets are interconnected and networked ecosystems in which change, and innovation happen. Shaping markets involves the emergence (through collaborative recombination of resources) and institutionalization of practices that provide new solutions for value creation; the successful change of existing market structure; the introduction of new market devices; the alteration of market behaviour; and/or the reconstitution of market agents. She is the head of the Market Shaping Interest Group at NUBS, which is part of the Market Shaping and Innovation group led by Auckland University (32 members from 23 universities across 9 countries). Key publications in this area are:
Vargo, S. L., Peters, L. D., Kjellberg, H., Koskela-Huotari, K., Nenonen, S., Polese, F., Sarno, D. and Vaughan, C., (2022) Emergence in Marketing: An Institutional and Ecosystem Framework, Journal of the Academy of Marketing Science, https://link.springer.com/content/pdf/10.1007/s11747-022-00849-8.pdf
Peters, Linda D; Nenonen, Suvi; Polese, Francesco; Frow, Pennie; Payne, Adrian (2020)., "Viability Mechanisms in Market Systems: Prerequisites for Market-Shaping" Journal of Business and Industrial Marketing, forthcoming
Co-editor of Special Issue on Using Shaping-Strategies to Thrive in the Age of Disruption, Industrial Marketing Management, deadline for submission September 30, 2020.
Third, she has examined how resource integration and learning processes happen in business-to-business networks. Linda has a number of publications examining the learning processes of temporary organisations in the UK construction industry with Dr Zsofia Toth (NUBS), Dr. Andrew Pressey (University of Birmingham) and Professor Wesley Johnston at Georgia State University (USA) and this work has been supported by a British Academy research grant. Key publications in this area are:
Toth, Z., Peters, L.D., Pressey, A.D and Johnston, W.J., (2018) Tension in a Value Co-Creation Context: A Network Case Study, Industrial Marketing Management, 70, (April): 34-45.
Peters, L., Pressey, A., and Johnston, W. (2017) "Contagion and learning in business networks", Industrial Marketing Management, 61: 43-54.
Peters, L., Pressey, A., and Johnston, W.(2016) "Contingent factors affecting network learning", Journal of Business Research (ABS 3) Special Issue on Organizational Behavior in Innovation, 69 (7): 2507-2515.
The primary ontological perspective informing her research is that of Critical Realism (Bhaskar, 2008) and in particular the dialectical relationship between absence and emergence. She is also interested in how structures are created and maintained through the structuration process as proposed by Giddens (1984), and in its interplay with agency following the work of Archer (1995, 2007) concerning the role of the self-reflexive actor. She is particularly interested in how these perspectives can be applied to understanding business-to-business networks.
Linda is currently supervising the following Research Students:
Anca Elena Cretu
Christopher Wood
Samuel Johnson Ogundipe