Biography

I began my doctoral studies in 2006 after spending 18 years in industry. Prior to joining the University of East Anglia, I held various management and marketing positions within the service industry. 

My research interests are in the areas of value co-creation and services. Using the service dominant logic as a platform, I explore how value is co-created in service offerings between the firm and the customer, and how these interactions impact on management issues such as pricing, processes, consumption and institutions. My resaerch projects include working with the Northcott Devon Foundation, BAE Systems, the South Devon National Health Service (NHS) and the Shakespeare Birthplace Trust. I have also completed a two year project as an academic supervisor on a Knowledge Transfer Programme (KTP) with a defence consulting firm on service transformation.  

I am a Fellow of the Higher Education Academy as well as a member of the British Academy of Management. I am also a member of the editorial board (academic) for the Journal of Revenue and Pricing Management.

All Publications

Rossi, F., Rosli, A., Yip, N.

(2017)

Academic engagement as knowledge co-production and implications for impact: Evidence from Knowledge Transfer Partnerships,

in Journal of Business Research

80

pp. 1-9

Full Text UEA Repository

(Article)

(Published)


Nudurupati, S. S., Lascelles, D., Wright, G., Yip, N.

(2016)

Eight challenges of servitisation for the configuration, measurement and management of organisations,

in Journal of Service Theory and Practice

26

(6 )

pp. 745–763

Full Text UEA Repository

(Article)

(Published)


Hamid, F. S., Yip, N.

(2016)

Service Quality in Distance Education using the Gronroos Model,

in The Social Sciences

11

(30)

pp. 7199-7205

Full Text UEA Repository

(Article)

(Published)


Rossi, F., Rosli, A., Yip, N., Lacka, E.

(2014)

Assessing the Impact of University-Industry Collaborations: a Multi-Dimensional Approach,

in Hélice

3

(1)

pp. 25-9

Full Text UEA Repository

(Article)

(Published)


Lacka, E., Chan, H. K., Yip, K.

(2014)

Does Change of Cultural Environment Change Attitudes toward e-Commerce? New Research Method Investigating the Effect of Culture on e-Commerce Acceptance,

in International Journal of e-Education, e-Business, e-Management and e-Learning

4

(2)

pp. 116-119

Full Text UEA Repository

(Article)

(Published)


Chan, H., Wang, X., White, G. R. T., Yip, N.

(2013)

An Extended Fuzzy-AHP Approach for the Evaluation of Green Product Designs,

in IEEE Transactions on Engineering Management

60

(2)

pp. 327-339

Full Text UEA Repository

(Article)

(Published)


Ng, I., Ding, D., Yip, N.

(2013)

Outcome-based contracts as a new business model: The role of partnership and value-driven relational assets,

in Industrial Marketing Management

42

(5)

pp. 730-743

Full Text UEA Repository

(Article)

(Published)


Yip, N., Ng, I.

(2012)

What is the role of advocacy and its impact on delivery under a service system: Case of the National Health Service,

UEA Repository

(Paper)

(Published)


Nudurupati, S., Yip, N., Lascelles, D.

(2012)

The servitization of product based organisations: a holistic framework,

UEA Repository

(Paper)

(Published)


Yip, N.

(2012)

Making qualitative decisions from quantitative cues: Understanding the customers’ willingness to pay,

in Journal of Revenue and Pricing Management

11

(5)

pp. 562-566

Full Text UEA Repository

(Article)

(Published)


Yip, N., Ng, I.

(2012)

Value co-creation in higher education,

UEA Repository

(Paper)

(Published)


Yip, N., Ng, I.

(2011)

How may value co-creation attributes impact on the pricing of services; case of higher education.,

UEA Repository

(Paper)

(Published)


Ng, I., Yip, N.

(2011)

Mechanism Design in an Integrated Approach towards Revenue Management: The Case of Empress Cruise Lines,

in The Service Industries Journal

31

(3)

pp. 469-482

Full Text UEA Repository

(Article)

(Published)


Yip, N., Ng, I.

(2011)

How does value co-creation manifest itself in higher education,

UEA Repository

(Paper)

(Published)


Ng, I., Yip, N.

(2010)

Theoretical foundations in the pricing of intermediating services: The case of payments via mobile phones,

in Journal of Pricing and Revenue Management

9

(6)

pp. 217-227

Full Text UEA Repository

(Article)

(Published)


Ng, I., Yip, N.

(2009)

B2B Performance-based Contracts in Services: The Attributes of Value co-creation,

UEA Repository

(Paper)

(Published)


Ng, I., Yip, N.

(2009)

Identifying Risk and its Impact on Contracting Through a Benefit Based-Model Framework in Business to Business contracting: Case of the defence industry,

UEA Repository

(Paper)

(Published)


Ng, I., Maull, R., Yip, N.

(2009)

Outcome-based Contracts as a driver for Systems thinking and Service-Dominant Logic in Service Science: Evidence from the Defence industry,

in European Management Journal

27

(6)

pp. 377-387

Full Text UEA Repository

(Article)

(Published)


Ng, I., Lei Guo, J., Yip, N.

(2008)

Towards a Benefit based Framework for Understanding B2B Services and its impact on Contract and Capability,

UEA Repository

(Paper)

(Published)


Ng, I., Yip, N.

(2007)

Revenue Management on a Gaming and Holidaying Cruise Ship: The Case of Empress Cruise Lines,

UEA Repository

(Paper)

(Published)


Key Research Interests

Research Areas: 

Value, Service, Value co-creation, Service Dominant-Logic, Pricing, Knowledge Co-production, Knowledge Transfer, Impact, Education

 

Scholarship

(2016) - Newton Fund / British Council / International Foundation of Science China. Newton researcher links workshop on "Innovation and Sustainability in the Healthcare Supply Chain Management". Chengdu, China 18-22 November 2016.

Grants

(2017) - £1,000: A better understanding on the drivers of business failures: A meta-physical sentiment analysis. EARC (Eastern Academic Research Consortium, Principal Investigator

(2015) - £10,000: Knowledge co-creation between universities and small and medium-sized enterprises: drivers and impact. BA/Leverhulme Small Grant, Co-Investigator

(2015) - £13,145: Shakespeare in the Digital Economy. RCUK/NEMODE (New Economic Models in the Digital Economy), Principal Investigator 

(2014) - £5,000: Broadening the evidence base on knowledge transfer partnerships (KTP) in the social sciences. British Academy of Management, Co-Investigator

(2012) - £5,500: The Multiple Dimensions of Knowledge Transfer Value, Birkbeck College, University of London, Co-Investigator

(2008) - £124,080:Knowledge Transfer Partnership with Harmonic Ltd, Academic Supervisor

(2008) - £25,000:NHS service provision for the Neovascular Age-related Macular Degeneration NAMD) with South Devon Healthcare Services (SDHS), Consultant

(2008) - £2,088,436: EPSRC Support Service Solutions: Strategy and Transition (S4T) Research Project with BAE Systems, Research Associate

(2007) - £5,000:The impact of the grants on beneficiaries and their effectiveness of the organisation. The Northcott Devon Foundation (NDF), Research Associate

 

PhD Students:

I have successfully supervised PhD students. Currently I am supervising three PhD students in the area of "Dynamic Marketing Capabilities", "Communities of Practice" and "Product Knowledge and Trust in Financial Services"  

Teaching Interests

Undergraduate

Principles of Marketing

Digital Marketing and the Service Economy

Postgraduate

Customer Focus and the Digital Marketing

 

 

External Activities and Indicators of Esteem

Editorial Board (Academic) – Journal of Revenue and Pricing Management

External Examier - Wolverhampton University

 

 

Administrative Posts

Office Hours - Fridays 1400-1600

Course Leader - BSc Marketing & Management

Module Organiser - 4016Y Principles of Marketing (former)

Module Organiser - 5013Y Digital Marketing and the Service Economy

Module Organiser - 7005A Customer Focus and Digital Marketing