Dr Keith Pyper

Lecturer

Marketing

Publications

A contingency-based approach to the nexus between international strategic brand management and export performance
Pyper Keith, Doherty Anne Marie, Gounaris Spiros, Wilson Alan
Journal of Business Research Vol 148, pp. 472-488 (2022)
https://doi.org/10.1016/j.jbusres.2022.04.003
Employing brand governance mechanisms with export channel partners : what are the performance consequences and contingent effects?
Pyper Keith, Doherty Anne Marie
International Business Review (2022)
https://doi.org/10.1016/j.ibusrev.2022.101991
Investigating international strategic brand management and export performance outcomes in the B2B context
Pyper Keith, Doherty Anne Marie, Gounaris Spiros, Wilson Alan
International Marketing Review Vol 37, pp. 98-129 (2020)
https://doi.org/10.1108/IMR-02-2019-0087
Global branding in a B2B setting : investigating international brand management as driver of export performance
Pyper Keith Lawrie, Gounaris Spiros
2016 Summer AMA Conference Proceedings AMA (American Marketing Association) Summer Conference (2016)
Export to expand : a conceptual examination of branding as a deterministic parameter in export performance
Pyper Keith Lawrie, Gounaris Spiros, Doherty Anne Marie
Academy of Marketing (AM) 2015 Conference Proceedings 48th Academy of Marketing Conference (2015)

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Professional activities

Journal of Business Research (Journal)
Peer reviewer
2022
International Business Review (Journal)
Peer reviewer
2022
European Journal of Marketing (Journal)
Peer reviewer
2022
International Marketing Review (Journal)
Peer reviewer
11/12/2020
Brexit test for UK’s top exporters and innovators
Recipient
21/4/2017

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Projects

EFFECTIVE EXPORTING - CRITICAL SUCCESS FACTORS ASSOCIATED WITH EFFECTIVE EXPORT PERFORMANCE THROUGH AN ANALYSIS OF SUCCESSFUL PRACTICE
Pyper, Keith (Principal Investigator) Baker, Michael (Co-investigator)
The need for more effective exporting has become a growing concern in the UK and a regular topic for debate by policy makers, industry figures, the media and academics alike. The authors of this report from the University of Strathclyde Business School, in partnership with the Queen’s Awards for Enterprise and with the support of the Marketing Trust, conducted a survey of recent winners of the Queen’s Award for International Trade, recognised worldwide as the UK’s highest official accolade for international business success.

In the current climate of uncertainty surrounding Brexit and Trump’s protectionism policies, Britain’s future trading relationships are not clear and within this setting the Queen’s Award winner’s successful practices offer insights to lead the way in raising the UK’s future exporting efforts. Who better to ask what makes an effective exporter than those firms awarded the highest accolade for their International trade through exporting?

The research also serves as a replication of a study of Queen’s Awards winners undertaken by the Department of Marketing at Strathclyde University in the early 1980s titled 'Successful Exporting' and therefore provides the opportunity for unique longitudinal insights.

Funded by The Marketing Trust, value of £11,500
01-Jan-2016 - 18-Jan-2018
Scottish ESRC Doctoral Training Centre DTG 2011 | Pyper, Keith
Gounaris, Spiros (Principal Investigator) Gounaris, Spiros (Principal Investigator) Doherty, Anne Marie (Co-investigator) Wilson, Alan (Co-investigator) Pyper, Keith (Research Co-investigator)
01-Jan-2013 - 11-Jan-2018

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