Dr Guihan Ko

Dr Guihan Ko is a lecturer of Marketing & Innovation at University of Leicester School of Business. He holds a PhD in Marketing from Nottingham University Business School, and MSc degrees of Marketing Research from Temple University and Applied Statistics from the University of Alabama in the USA. Before joining the University of Leicester, he served as a visiting professor in Kyungpook National University and a part time lecturer in Handong Global University in South Korea taught various marketing and management modules. He also worked at Kent Business School as a research associate conducted various research projects regarding marketing and innovation management. His research has been published in academic journals such as British Journal of Management, Journal of Product Innovation Management, Journal of International Management etc.

Dr Ko’s research interests broadly span the fields of Marketing, Innovation, and Entrepreneurship. His work focuses on marketing strategy in small and medium-sized enterprises (SMEs), social innovation in emerging markets, entrepreneurial development, and the dynamics of collaboration and competition within business ecosystems.

His research examines how firms can leverage creativity, technology, and consumer insights to drive innovation, competitive advantage, and market growth. In particular, he explores new product development, digital transformation, consumer adoption of innovation, and the role of marketing in generating social impact.

Dr Ko is especially interested in how organisations can integrate marketing and innovation strategies to respond effectively to evolving consumer expectations, technological disruption, and global competition. Bridging economics, management, and the social sciences, his research provides both theoretical contributions and practical insights for organisations seeking to design innovative solutions, enhance customer engagement, and sustain long-term success in dynamic markets.

Ko, G., Roberts, D. L., Perks, H. & Candi, M. (2022) Effectuation logic and early innovation success: The moderating effect of customer co-creation. British Journal of Management  https://doi.org/10.1111/1467-8551.12548 (ABS 4).

Ko, G., Amankwah-Amoah, J., Appiah, G. & Larimo, J. (2022) Non-market strategies and building digital trust in sharing economy platforms. 28 (1) Journal of International Management,. https://doi.org/10.1016/j.intman.2021.100909  (ABS 3)

Lee, J. & Ko, G. (2021) In-store shopping hassles: Conceptualization and classification, International Journal of Consumer Studies, 45, 119-130. https://doi.org/10.1111/ijcs.12607 (ABDC A)

Obal, M., Kannan-Narasimhan, R. & Ko, G. (2016) Whom Should We Talk to? Investigating the Varying Roles of Internal and External Relationship Quality on Radical and Incremental Innovation Performance. Journal of Product Innovation Management, 33, 136-147. https://doi.org/10.1111/jpim.12340  (ABS 4)

 

I am open to work with PhD candidates who has a research proposal covering my research interests: 

Marketing strategy with digital transformation, customer engagement management,

marketing strategy in startups,

developing marketing strategy in social innovation context etc 

MK2026 Marketing Intelligence

MK7051 Business Intelligence, Data Analysis and Research Methods 

MK7435 Market Intelligence, Data Analysis and Research Methods 

MK7715 Strategic Leadership

Fellow of Advance HE: Post Graduate Certificate of Higher Education (PGCHE), University of Kent,  July 2020