I research professional practice in strategic marketing & innovation investigating how customer value is created, delivered and communicated.Specialising in qualitative/ethnographic research methods I study the lives of people by researching their life worlds, beliefs, meaning making & behaviours. Organisations & communities can use this focussed insight to anticipate, respond & adapt to disruption & change by creating innovative product and service solutions. In the world of business I work with leadership teams to help them develop the professional competencies that enhance business foresight, create customer value, & deliver superior performance. In the public sector I work with communities and policy makers to improve the lives of people. People describe me as a pracademic because I have a commercial & academic background and do applied research. Academic tutor at:Nottingham Trent University - United Kingdom.Assistant Course Leader BA Business & Marketing18 years+ experience in higher education. Undertaking academic research, course design, tutoring, masters/doctoral supervision & academic team leadership. Key subject areas; Competitive Strategy, Customer Value Creation, Business Model Design, Brand management, Organisational Learning, Dynamic capability, Customer insight & interpretation, Innovation, I.P. & solution development, B2B sales, marketing & key account management, CX, competence development. 2 doctoral supervision completions. 20 years + senior commercial experience, ongoing non-executive & business engagement. Private & public sector, including board roles in the leisure & electronic games & gaming sector with hands on experience of; Competitive Strategy, NPD & Innovation, Value Proposition creation, Key Account Management, MBO's & trade sales, Business Start Ups, Team development & leadership, general social & cognitive psychology Qualitative research expertiseQuantitative research experience My research stance is critical realist (get under the surface) & interpretivist (make meaning)Interests - value creation & communication, social interplay & interaction, identity & self, professional competency & practice, the real world effects of discourse, social influence & persuasion, teams, & leading, engaged scholarship. My ultimate interest is in the idea of Performativity which is the real world effects of our words and theories for action.Values - individuality, non conformity, anti-bureaucracy & managerialism, originality