Gordon Institute of Business Science (GIBS), senior lecturer, Kerry Chipp, recently won the best research paper award at a conference hosted by the Institute of Management Technology (IMT), for her joint work on the concept of value in acquisition. The paper entitled: A Little Respect: CVP Development and the Low Income Consumer, was presented at the Emerging Markets Conference – Redefining Value in Emerging Markets, held in Dubai.
Chipp said this paper highlighted that, “The concept of value of acquisition – owning and using something is usually considered by marketers, but value in acquisition which is about the value embedded in the experience of purchasing, is often overlooked.” She added, “Respect is at the heart of value in acquisition for low-income consumers, a clear unmet need as the research uncovered that this group faced a great amount of disrespect in the market place.”
Chipp collaborated with a GIBS MBA student, now alumni, Elizabeth Williams, on the research.
“This international award, which commends my colleague, Kerry Chipp as being among the top academics at this conference, is an illustration of the quality of our academics at GIBS,” said Professor Helena Barnard, director of research at GIBS.
The three-day conference which brought together marketing and emerging markets scholars and practitioners from around the world highlighted contemporary issues and challenges in emerging economies. The goal was to advance the understanding of marketing and other management issues in emerging markets. The conference was spearheaded by world-renowned scholar and designated ‘marketing legend’, Professor Naresh Malhotra.
A copy of the research paper: A Little Respect: CVP Development and the Low Income Consumer, can be found here;