I am Professor of Marketing and Service Systems and Director of the International Institute of Product and Service Innovation (IIPSI) at Warwick Manufacturing Group (WMG), University of Warwick.

I am involved in several government-funded research projects in the digital economy, including leading the £1.2m Research Councils UK (RCUK) Hub-of-all-Things (HAT) project as its Principal Investigator, and as a co-investigator on the £1.5m RCUK New Economic Models of the Digital Economy (NEMODE) Network+ project.

I was an entrepreneur for 16 years before moving into academia in 1997. I am globally recognised for my transdisciplinary research work in value, new business models and complex service systems. I have received national appointments including the ESRC/AIM Services Fellow in 2008 and ESRC/NIHR Fellow in 2009. 

I have authored numerous journal articles and three books, including my latest - Creating New Markets in the Digital Economy: Value and Worth which was published in early 2014.