Kerry Chipp

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Kerry Chipp
Kerry Chipp
Profile

Kerry focused on research in her initial degrees, with an emphasis on Psychometrics, Statistics and Research design. Her passion for analysis was well served through the fields of Psychology and Literature. She spent a year working in Europe and another in Australia. She added experience at the University of Western Australia as a statistician and for Research International as a marketing research executive. She returned to the University of the Witwatersrand to take up a lecturing position in Marketing in the School of Economics and Business Sciences and to complete her Masters degree in marketing.

Upon returning to academia, she kept up an active consulting practice, undertaking consultation in the marketing research field in a wide range of industries, including fast moving consumer goods companies, insurance, media, government, former parastatals and market research houses. She consults to a number of companies, including AVI, Avusa, Barnard Jacobs Mallet, BBDO, Department of Labour, Famous Brands, GeneralCologne Re, GIBS, Independent Newspapers, Makro, Nandos, the National Treasury, the Department of Trade and Industry, Plus94Harris, Rand Water, SAB, SABC, South African Advertising and Research Foundation (SAARF), Coca Cola SABCO, SASOL Oils, SASOL Solvents, TDS and Wimpy. Recently she was involved in the creation of the Wealth Measure for Avusa and the attitude segmentation for SAARF, both of which are now in the public domain.

After lecturing at Wits University for eight years, she left to work full time at her consulting practice and also lecture the MBA research methodology course at GIBS. She has also published one book, E-commerce: A South African Perspective, journal articles in the journals Acta Commercii, Management Dynamics and the South African Journal of Business Management and has three chapters in other academic books. She has presented academic research papers at international conferences in Lisbon, London, Prague and Washington DC and at three conferences closer to home: Cape Town and Johannesburg. She has served on the reviewing boards of two South African journals and been both internal and external examiner to the Gordon Institute of Business Science (GIBS), Insurance Institute of South Africa (iisa), the Institute of Marketing Management (IMM) and the University of Johannesburg. She has facilitated corporate programmes for Henley Management College and South African companies in Kenya, Tanzania and Cambodia. She is a member of the South African Marketing Research Association (SAMRA) and the Marketing Association.

Responsibilities

​​MBA research methodology course – to all modular, evening and full-time programmes

  • Short course participation for corporate specific programmes, particularly on informed decision-making, research techniques in banking and mining
  • Taught on executive education for marketing courses
  • Certificate programme in marketing teaches one module
  • MBA research coordinator
  • Co-ordinator of the faculty colloquia

 

Published Research

 

​Journal articles



Chipp, K. (in press). Does media have a retail business model now?  Consumer control, media fragmentation and producer push to consumer pull. Journal of Product & Brand Management.

 


Chipp, K., & Chakravorty, D. (2016). Producer push to consumer pull: Who curates new media content? Developing strategies for new media environments. Journal of Product & Brand Management, 25(4), 373-386.


Chipp, K., Chohan, R., Ferreira, C., & Ringas, A. (2016). British Food Journal: Gaining global ground. British Food Journal, 118(1), 2-8.

Chipp, K. (2014). Shoppertunities: The changing South African retail sector. Journal of Retail Analytics, X(4): 32-40.


Chipp, K., Corde​r, C., &  Kapelianis, D. (2013). The role of collectivism in defining the South African bottom of the pyramid. Management Dynamics, 22(1), 2-13.


Chipp, K., & Corder, C. (2012). Where practice meets theory: Defining and reviewing the bottom of the pyramid for South African marketers. Management Dynamics, 21(1), 18-29.

The concept bottom of the pyramid refers to the worlds largest but poorest socio-economic group. Despite their poverty, consumers in this segment are an increasingly attractive target market. However, the extant literature has tended to view these consumers as individuals acting in a social vacuum. By contrast, drawing upon the cultural dimensions literature, this study departs from an atomized view of consumers and adopts a collectivist perspective to describe the South African bottom of the pyramid. This study uses household data from the All Media and Product Survey and Wards method of cluster analysis to segment the South African market. The empirical results suggest a four-cluster solution with the largest segment (35.8%) representing the bottom of the pyramid. The segment is described, and compared to wealthier segments, in terms of market size, spending power, durable goods ownership, and brand preferences across several product categories.


Kleyn, N., Abratt, R., Chipp, K., & Goldman, M. (2012). Building a strong corporate ethical identity: Key findings from suppliers. California Management Review, 54(3), 61-76.


Chipp, K., Kleyn, N., & Manzi, T. (2011). Catch up and keep up: Relative deprivation and conspicuous consumption in an emerging market. Journal of International Consumer Marketing, 23(2), 117-134.

Exploratory research investigated whether the conspicuous consumption of affluent black South Africans is associated with prior experiences of relative deprivation. In-depth face-to-face interviews revealed that egoistic relative deprivation played a role initially in “catch up” consumption to the more privileged (white) consumers to whom black South Africans had been exposed during childhood to early adulthood. This resulted in a spike of conspicuous consumption that normalized somewhat as they continued to “keep up” with their (black) peers. The study extends our understanding of the impact of relative deprivation on conspicuous consumption and identifying the “catch up” and “keep up” consumption patterns that may follow experiences of relative deprivation.


Chipp, K., Kleyn, N., & Goldman, M. (2007). What they really think: resolving methodological issues in supply chain ethics research. Acta Commercii, 7, 112-122.

The aim of this paper is to further the theory and strengthen methodological approaches to the role of ethics in buyer-seller relationships. The paper explores opportunities to enhance response rates, validity and eliability in the research context of organisationsseeking to understand the ethical beliefs their suppliers hold of their buying organisations.


Hermida, M. C., & Chipp. K. (2005). The flow and construct of self-service technologies: An exploratory study. Management Dynamics 14(1), 14-28.

Self-Service Technologies (SSTs) are rapidly changing the traditional service encounter by changing the way services arc delivered. Marketers need to recognise that this change requires that traditional marketing views be revamped in order to function effectively and create value in this context. Csikszentmihalyis (1977) flow construct was adapted to incorporate the robust Technology Readiness Index (TRI) developed by Parasuraman (2000), in order to provide a new approach to understanding SST interactions. Results demonstrated support for the applicability of the flow construct and its proposed relationships with TRI. Furthermore, the flow state was found to obtain highly desirable consequences, including satisfaction with the interaction and return intentions.


Moore, R., Shaw, J., & Chipp, K. (2005). Eight years on: An extended model of online consumer behaviour. South African Journal of Business Management, 36(2), 95-103.


 

Books


Chipp, K., Ismail, Z., & Miering, E. (2016). E-commerce: A dynamic markets perspective. Pretoria: Van Schaik.


Chipp, K.; Ismail, Z., & Mazinter, L. (2015). E-commerce for Africa (2nd ed). Johannesburg: Van Schaik.


Chipp, K., & Ismail, Z. (2004). E-commerce: A South African perspective. New Africa Books: Claremont.

Book chapters

Chipp, K., Naidoo, D. (2015). Exploring the impact of message framing on sustainable consumption choices. In M. Conway Dato-on (Ed.), The sustainable global marketplace: Proceedings of the 2011 Academy of Marketing Science Annual Conference (pp. 409-413). Springer International: New York. Abstract retrieved from http://link.springer.com/chapter/10.1007/978-3-319-10873-5_245



Chipp, K., Verran, G. (2015). The application of value co-creation in advancing solutions to sustainable sonsumption. In M. Conway Dato-on (Ed.), The sustainable global marketplace: Proceedings of the 2011 Academy of Marketing Science Annual Conference (pp. 71-74). Springer International: New York. Abstract retrieved from http://link.springer.com/chapter/10.1007%2F978-3-319-10873-5_42


Chipp, K.; Hoenig, S.; Nel, D. (2006). What can industrializing countries do to avoid the need for marketing reform? In J. N. Sheth R. S. Sisodia (Eds.), Does marketing need reform? Fresh perspectives on the future. Armonk, New York: ME Sharpe Inc.


Chipp, K. (2005). E-marketing. In H. B. Klopper (Ed.), Principles of marketing. Prentice Hall: Cape Town.


Chipp, K. (2005). Social issues in marketing. In H. B. Klopper (Ed.), Principles of marketing. Prentice Hall: Cape Town.



 

Conference papers

 

Chipp, K., Kapelianis, D., & Mkwanazi, P. (in press). Conspicuous consumption and destruction in an emerging market. Developments in Marketing Science: Proceedings of the Academy of Marketing Science.


Chipp, K., Nath, A., Strandberg, C., & Abduljabbar, M. (in press). Content curatorship and collaborative filtering: A symbolic interactionist approach. In Back to the future: Using marketing basics to provide customer value? Proceedings of the Academy of Marketing Science Annual Conference, San Diego, CA.


Chipp, K., Kapelianis, D., & Mkhwanazi, P. (2016). Ukukhothana: The curious case of conspicuous consumption and destruction in an emerging economy. In K. Plangger (Ed). Thriving in a new world economy: Proceedings of the 2012 World Marketing Congress/Cultural Perspectives in Marketing Conference (pp. 161-163). Heidelberg: Springer.


Corder, C., Chipp, K., Kapelianis, D., & Vasanjee, K. (2016). Managerial beliefs regarding banking activity at the Bottom of the Pyramid in an emerging economy. In K. Plangger (Ed). Thriving in a new world economy: Proceedings of the 2012 World Marketing Congress/Cultural Perspectives in Marketing Conference (pp. 109-111). Heidelberg: Springer.



Chipp, K., & Verran, G. (2015).  The application of value co-creation in advancing solutions to sustainable consumption. In M. Conway Dato-on Ed.), Sustainable Global Marketplace: Proceedings of the 2011 Academy of Marketing Science (AMS) Annual Conference (pp. 71-74). doi: 10.1007/978-3-319-10873-5_42

Corder, C., Chipp, K., Kapelianis, D., & Vasanjee, K. (2015). Managerial beliefs regarding banking activity at the bottom of the pyramid in an emerging economy.  In K. Plannger (Ed.) Thriving in a New World Economy: Developments in Marketing Science (109-111). doi: 10.1007/978-3-319-24148-7


Williams, E. P., Chipp, K. (2015). A little respect: CVP development and the low income consumer. Proceedings of the 2015 Annual Conference of the Emerging Markets Conference Board, Dubai.


​Chipp, K., Mkhwanazi, P., Kapelianis, D. (2012, August). Ukukhothana: The curious case of conspicuous consumption and destruction in an emerging economy. Paper presented at the Academy of Marketing Science World Marketing Congress Cultural Perspectives in Marketing, Buckhead, Atlanta.


Vasanjee, K., Corder, C., Kapelianis, D., Chipp, K. (2012, August). Managerial beliefs regarding banking activity at the bottom of the pyramid in an emerging economy. Paper presented at the Academy of Marketing Science World Marketing Congress Cultural Perspectives in Marketing, Buckhead, Atlanta, GA.


Liston, R., Kleyn, N., Chipp, K. (2011, April). How is green seen? Exploring the impact of visual elements in ‘green’ advertising. Paper presented at the 7th Global Brand Conference: Academy of Marketing Brand, Identity and Reputation; Said Business School, Oxford University. Oxford.


Chipp, K., & Corder, C. (2011, January). Where practice meets theory: Turning dollars into measurable variables at the bottom of the pyramid in an emerging market South Africa. Paper presented at the 4th Indian Institute of Management (IIMA) Conference on Marketing in Emerging Economies; Ahmedabad: India.


Naidoo, D., Chipp, K. (2011, May). Exploring the impact of message framing on sustainable consumption choices. Paper presented at the 40th Academy of Marketing Science Annual Conference, Coral Gables, FL.


Verran, G., Chipp, K. (2011, May). The application of value co-creation in advancing solutions to sustainable consumption. Paper presented at the 40th Academy of Marketing Science Annual Conference, Coral Gables, FL.


Chipp, K., Corder, C. (2009). Where practice meets theory: Defining and reviewing the bottom of the pyramid for South African marketers. Paper presented at the GIBS First International BoP Conference, Johannesburg, GIBS.


Chipp, K., Goldman, M., &  Kleyn, N. (2006). What they really think: Resolving methodological issues in supply chain ethics research. Proceedings of the First International Management Conference, University of Johannesburg, Johannesburg.


Chipp, K., & Moore, R. (2005). The development and exploratory test of an m-commerce model. Paper presented at International Conference of the Academy of Business Administration, Prague.


Moore, R., & Chipp, K. (2005). Connecting with global users: The development of an m-commerce model. Proceedings of the Global Business and Technology Association Conference, Lisbon.


Patel, R., & Chipp, K. (2004). Africa calling: South African adoption of m-commerce. Proceedings of the Global Business and Technology Association Conference, Lisbon.


Hermida, M. C., & Chipp, K. (2003). An adaptation of the flow construct to self service technologies: an exploratory study. Paper presented at the Frontiers in Services Conference, Washington DC.


Chipp, K., & Morton-McKay, T. (2002). The potential contribution of social marketing for water conservatopn in the developing world. Paper presented at the Second Annual Non-profit, Social and Arts Marketing Colloquium, London.


Chipp, K., & Morton-McKay, T. (2002). A baseline for de-marketing water in the developing world. Paper presented at the Institute of Marketing Management Conference, Johannesburg.



 

Other

Chipp, K. (2014, August). Shoppertunities: Understanding mall shopper behaviour (Research Study). Johannesburg: RED Zone.



Chipp, K. (2014, August). The science of tapping into shopping mall consumers. Journal of Strategic Marketing.


Van den Heever, J., Williams, E.P., & Chipp, K. (2014). Through customers eyes: The keys to the pyramid. Acumen, (8), 54-56.


Van den Heever, J., Kleyn, N., Chipp, K. (2013). Through customers eyes: Who are you gonna call? Acumen, (4), 50-52.


Chipp, K., Corder, C. (2013). The future of media research: An academic view. Johannesburg: South African Audience Research Foundation.


Evaluation of the Expanded Public Works Programme (Midterm Report). (2013). Pretoria: Department of Public Works.


Simpson, Z., McKay, T., Patel, N., Sithole, N., Van den Berg, R., Chipp, K. (2012). Past and present travel patterns in the Gauteng city-region. Transport Planning Research Group; Gauteng City Regional Observatory, Johannesburg.


Simpson, Z., McKay, T., Patel, N., Sithole, N., Van den Berg, R., Chipp, K. (2012). Past and present travel patterns in the Gauteng city-region. Transport Planning Research Group; Gauteng City Regional Observatory, Johannesburg.


Van den Heever, J., Kleyn, N., Chipp, K. (2012). When the going gets tough… the tough still deliver a good customer experience? Acumen, (2), Third quarter.


An evaluation of the Expanded Public Works programme. (2011). Pretoria: Department of Public Works.


Chipp, K., Ismail, Z., Department of Trade and Industry, Kairos Incite. (2006). Consolidated skills needs in selected priority sectors of the South African economy (Research Report). Pretoria: Department of Trade and Industry.


hipp, K., Ismail, Z. (2005). Consolidated skills and benchmarking reports: Labour needs and movements in key industries – directions for policy. Pretoria: Department of Trade and Industry.


Karungu, P., Ismail, Z., Sharrock, C. Chipp, K. (2005). The design of a training internship for finance learners in local municipalities. Pretoria: National Treasury GTZ 2005


Karungu, P., Ismail, Z., Sharrock, C. Chipp, K. (2004). The impact on training on company performance. Pretoria: Department of Labour and USAID.

Consulting Involvement

Run the consultancy called Kairos Incite for the past 10 years

Significant Achievements
  • Served as a reviewer for two South African journals
  • Publication of a chapter in an internationally well used book
  • Publication of book
  • Run a profitable research consultancy for ten years
  • Developed the psychographic segmentation for the SABC which is updated biannually and listed on the national All Media and Product (AMPS) database
  • Developed the Wealth Index for Avusa
Contact Details
Qualifications
  • BA (Wits)
  • BA Hons (Industrial Psychology) (Wits)
  • BA Hons (English) (UNISA)
  • MComm (Marketing) (Wits)
Fields of Interest
  • Marketing, particularly Base of the Pyramid (BoP)
  • Social marketing
  • Marketing metrics
  • Consumer behavior 
  • Marketing research
Professional Memberships
  • South African Market Research Association (SAMRA)
  • Marketing Association
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