Dr Keith Pyper
Lecturer
Marketing
Personal statement
My research interests are focused in the areas of international business and international marketing, with specific emphasis on exporting, brand management, artificial intelligence (AI), intellectual property and digital innovation in the international context.
I teach across a range of different subject areas at different levels with a focus on international marketing, international business, artifical intelligence and strategic marketing. I am currently class coordinator for our MSc Strategic Global Marketing class (MK808) and teach on the MSc class - Strategic Marketing Management (MK970) and Honours class - International Business Management (MK415). I am class coordinator for our new MSc class AI in Marketing.
Throughout my career I have taught a wide range of other marketing and business subjects to undergraduate (UG) and postgraduate (PG) students; including, Marketing Communications in the Digital Age, Understanding Consumers and Markets, Introduction to Marketing and Entrepreneurship, the Leadership Development Programme and the Management Development Programme. I have extensive experience supervising student dissertations and projects.
Prior to my academic career, I have a decade of industry experience working for global business-to-business service firms such as Morgan Stanley, Barclays Capital and Royal Bank of Canada. I have published in leading business journals such as the International Marketing Review, the International Business Review, the Journal of Business Research and the European Journal of Marketing and industry publications including The Financial Times. I am currently a member of the Academy of International Business and the Academy of Marketing.
I am external examiner for Kings College London for the MSc International Marketing Programme and external examiner for Newcastle University BSc International Business Management Programme. I have also provided external supervision for Masters dissertations for the University of Strathclyde MBA Programme and the University of Glasgow MSc International Strategic Management Programme.
ONS accredited researcher (AR Number: 34816).
Member of the University of Strathclyde Senate.
Serve on the editorial boards for the International Marketing Review (IMR) and the Management International Review (MIR).
Publications
- An empirical study of the impact of Artificial Intelligence on B2B sales professionals in the UK services sector
- Ritchie-Cox Ann, Pyper Keith
- Academy of Marketing (AM) 2025 Conference Proceedings Academy of Marketing Conference (2025)
- 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)
- ‘Betwixt and Between’ the football pitch : Liminality in the FIFA World Cup 2022 in Qatar - a CCT perspective
- Al Lawati Sara, Pyper Keith
- Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium Academy of Marketing (2024)
- Examining the link between social media influencers credibility and consumer purchase intentions through the lens of social credibility theory and parasocial interaction theory – What is the relationship for Saudi Arabian consumers of online fashion?
- Dighriri Alaa, Pyper Keith, Cowan Kirsten
- Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium Academy of Marketing (2024)
- Examining social media content as an antecedent to online brand engagement : How does this effect SME performance in Emerging Markets?
- Ismail Ibnu, Pyper Keith
- Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium Academy of Marketing (2024)
- Is “ugly” food still good? An examination into the determinants of purchase intentions of inglorious fruits and vegetables (IFV) in the context of smallholder farmers in Thailand
- Prakamthong Ratikan, Pyper Keith
- Academy of International Business (AIB) 2023 Conference Proceedings Academy of International Business Asia Pacific Regional Conference (2023)
Professional Activities
- Management International Review (Journal)
- Peer reviewer
- 2025
- External examiner for Newcastle University BSc International Business Management Programmes
- Examiner
- 2025
- International Marketing Review (Journal)
- Peer reviewer
- 2024
- External examiner for Kings College London MSc International Marketing Programmes
- Examiner
- 2022
- International Business Review (Journal)
- Peer reviewer
- 2022
- European Journal of Marketing (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