Isaac Ngugi

Dr Isaac Ngugi

  • u_ingugi at bournemouth dot ac dot uk
  • Principal Academic in Marketing
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Biography

Dr Isaac K. Ngugi is a Senior lecturer in Marketing at the Business School, Bournemouth University. Prior to joining Bournemouth University, Isaac Worked for International and National Research Organizations, and family business. He has a PhD in Marketing from Bournemouth University in UK. His current research interests are in consumer behaviour in agrifood.

Isaac has published in top marketing journals including: European Journal of Marketing; Nonprofit and Voluntary Sector Quarterly; Journal of Small Business and Enterprise Development; and Journal of Small Business Management.

Contact Isaac if you are a prospective PhD applicant interested in conducting quantitative or qualitative research in consumer behaviour in the context of Agrifood sector.

Research

Research Interests: Business relationships; Value co-creation; Consumer Behaviour; Food and drink marketing, Integrated marketing communications, Innovation.

Favourites

  • Liu, G., Ko, W.W., Ngugi, I. and Takeda, S., 2021. Networking-bonding actions, quality of ties, and channel member collaboration: Evidence from U.K.-based small firms. Journal of Small Business Management, 59 (1), 13-46.
  • Ngugi, I.K., O'Sullivan, H. and Osman, H., 2020. Consumer Behaviour in Food and Healthy Lifestyles A Global Perspective. CABI.
  • Liu, G., Ko, W.W.J., Ngugi, I. and Takeda, S., 2017. Proactive entrepreneurial behaviour, market orientation, and innovation outcomes: A study of small- and medium-sized manufacturing firms in the UK. European Journal of Marketing, 51 (11-12), 1980-2001.
  • Koutra, C., Ngugi, I.K. and Thespol, M., 2015. The Role of Branding, Promotion and Sub-culture in the Consumption of Breakfast Cereals in Thailand. Journal of Hotel & Business Management, 4 (1), 113.
  • Liu, G., Chapleo, C., Ko, W. and Ngugi, I.K., 2015. The Role of Internal Branding in Nonprofit Brand Management: An Empirical Investigation. Nonprofit and Voluntary Sector Quarterly, 319-339.
  • Ngugi, I., Komo L.W. and Ritchie, G., 2013. Key success factors of small businesses. International Journal of Business and Globalisation, 11 (1), 86-100.
  • Ngugi, I., Liu, G. and Chapleo, C., 2013. Enhancing Supply Chain Collaboration for Small and Medium Size Enterprises through Brand Orientation Behaviour: Integration of the Relational View, Transaction Cost Economics, Strategic Network, and Signaling Theory Perspectives. In: Academy of Marketing 8-11 July 2013 Cardiff.
  • Ngugi, I.K., Johnsen, R.E. and Erdélyi, P., 2010. Relational capabilities for value co-creation and innovation in SMEs. Journal of Small Business and Enterprise Development, 17, 260-278.
  • Ngugi, I.K. and Kariuki, D.K., 2009. Correlates of Group-Membership by Small-Scale Farm Entrepreneurs in Kenya. African Journal of Business Management, 3, 1-8.
  • Ngugi, I.K., Johnsen, R.E. and Erdélyi, P., 2008. Relationship and Network Approach to Innovation and Capabilities Building in Small and Medium-Sized UK Organic Food and Drink Suppliers: A Literature Review. In: 24th IMP Conference 4-6 September 2008 Uppsala University, Sweden.
  • Nyoro, J.K. and Ngugi, I.K., 2007. A Qualitative Analysis of Success and Failure Factors of Agricultural Cooperatives in Central Kenya. In: Barret, C.B., Mude, A.G. and Omiti, J.M., eds. Decentralization and the Social Economics of Development: Lessons from Kenya. Wallingford, Oxfordshire, England: CABI.
  • Randolph, T.F., Ngugi, I.K., Obare, G.A., Kiara, H. and Ndung'u, L.W., 2003. An economic assessment of farmer demand in Kenya for a vaccine against East Coast fever. In: 10th International Symposium for Veterinary Epidemiology and Economics (ISVEE) 17-21 November 2003 Vina del Mar, Chile. ISVEE.

Journal Articles

  • O’sullivan, H. and Ngugi, I., 2022. Marketing Mix.
  • Liu, G., Ko, W.W., Ngugi, I. and Takeda, S., 2021. Networking-bonding actions, quality of ties, and channel member collaboration: Evidence from U.K.-based small firms. Journal of Small Business Management, 59 (1), 13-46.
  • Ko, W.W.J., Liu, G., Ngugi, I.K. and Chapleo, C., 2018. External supply chain flexibility and product innovation performance: A study of small- and medium-sized UK-based manufacturers. European Journal of Marketing, 52 (9-10), 1981-2004.
  • Liu, G., Ko, W.W.J., Ngugi, I. and Takeda, S., 2017. Proactive entrepreneurial behaviour, market orientation, and innovation outcomes: A study of small- and medium-sized manufacturing firms in the UK. European Journal of Marketing, 51 (11-12), 1980-2001.
  • Koutra, C., Ngugi, I.K. and Thespol, M., 2015. The Role of Branding, Promotion and Sub-culture in the Consumption of Breakfast Cereals in Thailand. Journal of Hotel & Business Management, 4 (1), 113.
  • Liu, G., Chapleo, C., Ko, W. and Ngugi, I.K., 2015. The Role of Internal Branding in Nonprofit Brand Management: An Empirical Investigation. Nonprofit and Voluntary Sector Quarterly, 319-339.
  • Ngugi, I., Komo L.W. and Ritchie, G., 2013. Key success factors of small businesses. International Journal of Business and Globalisation, 11 (1), 86-100.
  • Leach, H.S., Komo, L.W. and Ngugi, I.K., 2012. Engaging Consumers through Company Social Media Websites. Computing and Information Systems Journal, 16 (2), 5-20.
  • Ngugi, I.K., Johnsen, R.E. and Erdélyi, P., 2010. Relational capabilities for value co-creation and innovation in SMEs. Journal of Small Business and Enterprise Development, 17, 260-278.
  • Ngugi, I.K. and Kariuki, D.K., 2009. Correlates of Group-Membership by Small-Scale Farm Entrepreneurs in Kenya. African Journal of Business Management, 3, 1-8.
  • Ngugi, I.K., Chiguzo, A.N. and Guyatt, H., 2004. A Cost Analysis of the Employer-Based Bednet Programme in Coastal and Western Kenya. Health Policy and Planning, 19, 111-119.

Books

Chapters

  • Ngugi, I.K. and Komo, L.W., 2017. Case study 9: M-Pesa: A renowned disruptive innovation from Kenya. Strategic Marketing Cases in Emerging Markets. 117-128.
  • Nyoro, J.K. and Ngugi, I.K., 2007. A Qualitative Analysis of Success and Failure Factors of Agricultural Cooperatives in Central Kenya. In: Barret, C.B., Mude, A.G. and Omiti, J.M., eds. Decentralization and the Social Economics of Development: Lessons from Kenya. Wallingford, Oxfordshire, England: CABI.
  • Nyoro, J.K., Ariga, J. and Ngugi, I.K., 2007. Kenyan Study on marketing of Fresh Fruits, Vegetables and Milk Supply. In: Vorley, B., Fearne, A. and Ray, D., eds. Regoverning Markets: A Place for Small-Scale Producers in Modern Agrifood Chains. Aldershot, Hamphsire, England: Gower, 163-172.
  • English, M., Lanata, C.F., Ngugi, I.K. and Smith, P.C., 2006. The District Hospital: Economic Analysis. In: Jamison, D.T., Breman, J.G., Measham, A.R., Alleyne, G., Claeson, M., Evans, D.B., Jha, P., Mills, A. and Musgrove, P., eds. Disease Control Priorities in Developing Countries. New York: World Bank.

Conferences

  • Bobeva, M. and Ngugi, I., 2017. Embracing The Challenge: Reflections On Teaching Innovation Management Through Live Business Projects. In: International Conference on Education and Learning (ICEL 16-18 August 2017 Tokyo, Japan.
  • Ngugi, I., 2015. Customer-supplier Relationships as a Mechanism for Advancing Corporate Social Responsibility and Innovation. In: African Research Group International Conference 2015 26-28 August 2015 Nairobi.
  • Ngugi, I., Liu, G. and Chapleo, C., 2013. Enhancing Supply Chain Collaboration for Small and Medium Size Enterprises through Brand Orientation Behaviour: Integration of the Relational View, Transaction Cost Economics, Strategic Network, and Signaling Theory Perspectives. In: Academy of Marketing 8-11 July 2013 Cardiff.
  • Ngugi, I.K., Johnsen, R.E., Erdélyi, P. and Eng, T.-Y., 2010. Supporting sustainability in customer-supplier relationships: Barriers for SMEs in the UK organic food industry. In: IPSERA Workshop on Sustainable Purchasing & Supply Management 16-17 September 2010 Saint Nazaire, France.
  • Ngugi, I.K., Johnsen, R.E. and Erdélyi, P., 2008. Relationship and Network Approach to Innovation and Capabilities Building in Small and Medium-Sized UK Organic Food and Drink Suppliers: A Literature Review. In: 24th IMP Conference 4-6 September 2008 Uppsala University, Sweden.
  • Randolph, T.F., Ngugi, I.K., Obare, G.A., Kiara, H. and Ndung'u, L.W., 2003. An economic assessment of farmer demand in Kenya for a vaccine against East Coast fever. In: 10th International Symposium for Veterinary Epidemiology and Economics (ISVEE) 17-21 November 2003 Vina del Mar, Chile. ISVEE.

Reports

Others

  • Ngugi, I.K. and Komo, L.W., 2017. Teaching Note: Case 9: M-PESA: A Renowned Disruptive Innovation from Kenya. Published.

PhD Students

  • Alice Bonansio. Success factors of Internet Marketing
  • Victor Ogunbiyi. Marketing Communications in SMEs

Qualifications

  • Adv Cert in Economic Evaluation (London School of Hygiene and Tropical Medicince (LSHTM), 2003)
  • MSc in Agricultural Economics (Egerton University, 2002)
  • BSc (Hons) in Agribusiness Management (Egerton University, 1999)
  • PhD in Agrifood Marketing (Bournemouth University, 2011)

Honours

  • Fully-funded PhD Scholarship (Bournemouth University, 2007)

Memberships

  • ASSOCIATION FOR CONSUMER RESEARCH, Member (2018-),
  • Higher Education Academy, Fellow (2014-),
  • Academy of Marketing, Member (2014-2015),
  • IMP Group, Member (2008-2009),