
Dr Keith Pyper
Lecturer
Marketing
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Publications
- What is the point of patents? : Reassessing patents within the marketing discipline and exploring their strategic benefits for SME exporters
- Pyper Keith, Doherty Anne Marie
- European Journal of Marketing (2025)
- Examining the relationship between customer experience and customer loyalty in the brick-and-mortar eyewear industry
- Zhu Ji, Pyper Keith
- AM2023 (2023)
- Employing brand governance mechanisms with export channel partners : what are the performance consequences and contingent effects?
- Pyper Keith, Doherty Anne Marie
- International Business Review Vol 31 (2022)
- https://doi.org/10.1016/j.ibusrev.2022.101991
- 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
- 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)
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Professional Activities
- External examiner for Newcastle University BSc International Business Management Programmes
- Examiner
- 2025
- Management International Review (Journal)
- Peer reviewer
- 2025
- International Marketing Review (Journal)
- Peer reviewer
- 2024
- External examiner for Kings College London MSc International Marketing Programmes
- Examiner
- 2022
- European Journal of Marketing (Journal)
- Peer reviewer
- 2022
- International Business Review (Journal)
- Peer reviewer
- 2022
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
- Pyper, Keith (Research Co-investigator)
- 01-Jan-2013 - 11-Jan-2018