Dr Kerry Chipp

School of Business

Lecturer/Assistant Professor

School of Business
27
(01) 474 7365

Biography

Dr. Kerry Chipp is a lecturer of marketing at the School of Business, Maynooth University. She received her PhD in Marketing at the KTH Royal Institute of Technology, Stockholm, Sweden. Her research interests lie in consumer behaviour and services marketing, with a special interest in issues around value, empowerment, inequality and building inclusive and sustainable environments. She is interested in understanding consumer value, particularly latent value, value in acquisition, and value in disposal for the circular economy. She has taught at the University of the Witwatersrand, GIBS, the business school of the University of Pretoria and at Luleå tekniska universitet, Sweden. During her time at both Wits and GIBS, she ran a market research consultancy, with clients across the spectrum, from private banking to the public sector.  She has been heavily involved in media measurement in South Africa, working with the not-for-profit South African Advertising and Research Foundation (SAARF) and its successor, MRF (Market Research Foundation). She has also worked with the Coca-Cola System in Kenya, Tanzania, Namibia and South Africa.




Research Interests

Consumer behaviour, particularly the consumer value chain, from consumer need recognition, to acquisition to product use and disposal. Understanding consumer needs arising from environments which are challenged in resources, has led me to change Prahalad’s Bottom of the Pyramid to Through the Pyramid, as poor people are often supported by their family members who have greater incomes.

The acquisition phase, which is purchase, I have looked at  inclusivity and discrimination in service environments and I am currently seeking how pain and difficulties in service could add to value rather than take it away.

At the product end of life phase, I am interested in the value in disposal, or the value of recycling, re-gifting and repurposing. Disposal includes destruction as protest or empowerment.




Books

  Year Publication
2017 E-commerce: A South African Perspective (2nd Edition).
Chipp, K; Ismail, Z; Miering, E (2017) E-commerce: A South African Perspective (2nd Edition). Pretoria: Juta. [Details]
2004 E-Commerce: A southern African perspective.
Chipp, Kerry; Ismail, Z (2004) E-Commerce: A southern African perspective. Port Elizabeth: New Africa Books. [Details]

Book Chapters

  Year Publication
2016 'Ukukhothana: The Curious Case of Conspicuous Consumption and Destruction in an Emerging Economy'
Chipp, Kerry and Kapelianis, Dimitri and Mkhwanazi, Penelope (2016) 'Ukukhothana: The Curious Case of Conspicuous Consumption and Destruction in an Emerging Economy' In: Thriving in a New World Economy. Cham: Springer. [Details]
2015 'Exploring the Impact of Message Framing on Sustainable Consumption Choices'
Chipp, Kerry,Naidoo, Dhatchani (2015) 'Exploring the Impact of Message Framing on Sustainable Consumption Choices' In: The Sustainable Global Marketplace. Cham: Springer International Publishing. [Details]
2006 'What industrializing countries can do to avoid needing marketing reform'
Chipp, K; Hoenig, S; Nel, D (2006) 'What industrializing countries can do to avoid needing marketing reform' In: Does Marketing Need Reform?. New York: ME Sharp. [Details]
2005 'E-marketing'
Chipp, K (2005) 'E-marketing' In: Principles of Marketing. Cape Town: Prentice Hall. [Details]
2005 'Social Issues in Marketing'
Chipp, K (2005) 'Social Issues in Marketing' In: Principles of Marketing. Cape Town: Prentice Hall. [Details]

Peer Reviewed Journals

  Year Publication
2019 'Overcoming African institutional voids: Market entry with networks'
Chipp, Kerry and Wocke, Albert and Strandberg, Carola and Chiba, Manoj (2019) 'Overcoming African institutional voids: Market entry with networks'. European Business Review, 30 (3) [DOI] [Details]
2019 'When elephants fight: South African washing powder wars'
Chipp Kerry,Maphalala Jabu (2019) 'When elephants fight: South African washing powder wars'. Emerald Emerging Markets Case Studies, 9 (1):1-24 [Details]
2019 'Value-in-acquisition: an institutional view'
Chipp, K; Williams, E; Lindgreen, A (2019) 'Value-in-acquisition: an institutional view'. European Journal of Marketing, 53 (11):2373-2396 [Details]
2019 'Through the pyramid: implications of interconnectedness in Africa'
Chipp, Kerry and Carter, Marcus and Chiba, Manoj (2019) 'Through the pyramid: implications of interconnectedness in Africa'. European Business Review, 31 (3):289-303 [DOI] [Details]
2016 'Gaining global ground'
Chipp, K.; Chohan, R.; Ferreira, C; Ringas, A. (2016) 'Gaining global ground'. British Food Journal, 118 (1):2-8 [Details]
2016 'Producer push to consumer pull: Who curates new media content? Developing strategies for new media environments'
Chipp, K.F. and Chakravorty, D. (2016) 'Producer push to consumer pull: Who curates new media content? Developing strategies for new media environments'. Journal of Product and Brand Management, 25 (4) [DOI] [Details]
2013 'The role of collectivism in defining the South African Bottom of the Pyramid'
Chipp, Kerry and Corder, Clive and Kapelianis, Dimitri (2013) 'The role of collectivism in defining the South African Bottom of the Pyramid'. Management Dynamics, 22 (1):2-13 [Details]
2012 'Where Practice Meets Theory: Defining and Reviewing the Bottom of the Pyramid for South African Marketers'
Chipp, Kerry and Corder, Clive and Kapelianis, Dimitri (2012) 'Where Practice Meets Theory: Defining and Reviewing the Bottom of the Pyramid for South African Marketers'. Management Dynamics, 21 (1):18-29 [Details]
2012 'Building a strong corporate ethical identity: Key findings from suppliers'
Kleyn, N. and Abratt, R. and Chipp, K. and Goldman, M. (2012) 'Building a strong corporate ethical identity: Key findings from suppliers'. California Management Review, 54 (3) [DOI] [Details]
2011 'Catch up and keep up: Relative deprivation and conspicuous consumption in an emerging market'
Chipp, K. and Kleyn, N. and Manzi, T. (2011) 'Catch up and keep up: Relative deprivation and conspicuous consumption in an emerging market'. Journal of International Consumer Marketing, 23 (2) [DOI] [Details]
2006 'What can industrializing countries do to avoid the need for marketing reform'
Chipp, Kerry and Hoeing, S and Nel, Deon (2006) 'What can industrializing countries do to avoid the need for marketing reform'. Does Marketing Need Reform, :222-228 [Details]
2005 'Eight years on: An extended model of online consumer behaviour'
Moore, R. and Shaw, J. and Chipp, K. (2005) 'Eight years on: An extended model of online consumer behaviour'. South African Journal of Business Management, [DOI] [Details]
2005 'The flow construct and self-service technologies: an exploratory study'
Hermida, C and Chipp, K (2005) 'The flow construct and self-service technologies: an exploratory study'. Mangement Dynamics, 14 (1):14-27 [Details]

Conference Publications

  Year Publication
2021 Consumer value management across the consumption journey
Chipp, K (2021) Consumer value management across the consumption journey AMS World Marketing Conference [Details]
2020 Separate and unequal: Does homophily and relative deprivation affect service experience
Chipp, K; Mogotsi, I (2020) Separate and unequal: Does homophily and relative deprivation affect service experience Emerging Markets Conference Board [Details]
2019 The Gain from Pain: An Abstract
Chipp, Kerry and de Barros, Natalia Mendes (2019) The Gain from Pain: An Abstract Academy of Marketing Science World Marketing Congress , pp.485-486 [Details]
2018 Content Curatorship and Collaborative Filtering: A Symbolic Interactionist Approach
Chipp, Kerry and Strandberg, Carola and Nath, Atanu and Abduljabber, Meyser (2018) Content Curatorship and Collaborative Filtering: A Symbolic Interactionist Approach . In: Krey, Nina and Rossi, Patricia eds. Back to the Future: Using Marketing Basics to Provide Customer Value Cham, , pp.705-715 [Details]
2016 Managerial Beliefs Regarding Banking Activity at the Bottom of the Pyramid in an Emerging Economy
Corder, Clive and Chipp, Kerry and Kapelianis, Dimitri and Vasanjee, Kamlesh (2016) Managerial Beliefs Regarding Banking Activity at the Bottom of the Pyramid in an Emerging Economy . In: Plangger, Kirk eds. Thriving in a New World Economy Cham, , pp.109-111 [Details]
2015 A little respect: CVP development and the low income consumer
Williams, P; Chipp, K (2015) A little respect: CVP development and the low income consumer Emerging Markets Conference Board [Details]
2015 The Application of Value Co-Creation in Advancing Solutions to Sustainable Consumption
Chipp, Kerry;Verran, Ginny, (2015) The Application of Value Co-Creation in Advancing Solutions to Sustainable Consumption The Sustainable Global Marketplace Developments in Marketing Science: Academy of Marketing Science , pp.71-74 [Details]
2011 How is green seen? Exploring the impact of visual elements in ‘green’ advertising
Liston, R; Kleyn, N; Chipp, K (2011) How is green seen? Exploring the impact of visual elements in ‘green’ advertising 7th Global Brand Conference 2011: Academy of Marketing Brand, Identity and Reput [Details]
2011 Where Practice Meets Theory: Turning Dollars into Measurable Variables at the Bottom of the Pyramid in an Emerging Market
Chipp, K; Corder, C (2011) Where Practice Meets Theory: Turning Dollars into Measurable Variables at the Bottom of the Pyramid in an Emerging Market Indian Institute of Management (IIMA) Conference on Marketing in Emerging Economies [Details]
2005 The development and exploratory test of an m-commerce model
Chipp, K; Moore, R (2005) The development and exploratory test of an m-commerce model Academy of Business Administration [Details]
2005 Connecting with Global Users: The development of an m-commerce mode
Chipp, K; Moore, R (2005) Connecting with Global Users: The development of an m-commerce mode Global Business and Technology Association [Details]
2005 Connecting with Global Users: The development of an m-commerce model
Patel, R; Chipp, K (2005) Connecting with Global Users: The development of an m-commerce model Global Business and Technology Association [Details]
2003 An adaptation of the flow construct to self service technologies: an exploratory stud
Hermida, M; Chipp, K (2003) An adaptation of the flow construct to self service technologies: an exploratory stud Frontiers in Services Conference [Details]
2002 The potential contribution of social marketing for water conservation in the developing world
Chipp, K; Morton-McKay, T (2002) The potential contribution of social marketing for water conservation in the developing world Non-Profit, Social and Arts Marketing Colloquiu [Details]