Isaac Ngugi

Dr Isaac Ngugi

  • Principal Academic in Marketing
  • Dorset House D110B, Talbot Campus, Fern Barrow, Poole, BH12 5BB
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Biography

Dr Isaac Ngugi is a Principal Academic in Marketing and Consumer behaviour at Bournemouth University Business School. His background involves working for International and National Research Organizations, and family business. He has a PhD in Marketing from Bournemouth University in UK. He is a Fellow of Higher Education Academy and a member of the Food security research cluster. His current research interests are in Food security, Marketing and Consumer behaviour in agrifood.

Isaac has worked on many research projects including those funded by organisations such as Bournemouth University, Wellcome Trust, MERLIN International, World Wide Fund for Nature (WWF), Kenya Cereal Growers Associations, World Bank, and Department for International Development (DfID) – now Foreign, Commonwealth & Development Office (FCDO).

Isaac has published in top marketing journals including European Journal of Marketing; Nonprofit and Voluntary Sector Quarterly; Journal of Small Business and Enterprise Development; and Journal of Small Business Management amongst others...

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Research

Research Interests: Business relationships; Value co-creation; Consumer Behaviour; Food and drink marketing, Integrated marketing communications, Innovation.

Favourites

  • Ngugi, I. and Chapleo, C., 2023. Agrifood Firms Collaboration through Brand Orientation Behaviour. International Journal of Data Science and Advanced Analytics, 5 (5), 251-263.
  • O'Sullivan, H. and Ngugi, I., 2022. Marketing mix. Encyclopedia of Tourism Management and Marketing.
  • Liu, G., Ko, W.W., Ngugi, I. and Takeda, S., 2021. Networking-bonding actions, quality of ties, and channel member collaboration: Evidence from U.K.-based small firms. Journal of Small Business Management, 59 (1), 13-46.
  • Ngugi, I.K., O'Sullivan, H. and Osman, H., 2020. Consumer Behaviour in Food and Healthy Lifestyles A Global Perspective. CABI.
  • Ko, W.W.J., Liu, G., Ngugi, I.K. and Chapleo, C., 2018. External supply chain flexibility and product innovation performance: A study of small- and medium-sized UK-based manufacturers. European Journal of Marketing, 52 (9-10), 1981-2004.
  • Bobeva, M. and Ngugi, I., 2017. Embracing The Challenge: Reflections On Teaching Innovation Management Through Live Business Projects. In: International Conference on Education and Learning (ICEL 16-18 August 2017 Tokyo, Japan.
  • Ngugi, I.K. and Komo, L.W., 2017. Case study 9: M-Pesa: A renowned disruptive innovation from Kenya. Strategic Marketing Cases in Emerging Markets. 117-128.
  • Liu, G., Ko, W.W.J., Ngugi, I. and Takeda, S., 2017. Proactive entrepreneurial behaviour, market orientation, and innovation outcomes: A study of small- and medium-sized manufacturing firms in the UK. European Journal of Marketing, 51 (11-12), 1980-2001.
  • Ngugi, I., 2015. Customer-supplier Relationships as a Mechanism for Advancing Corporate Social Responsibility and Innovation. In: African Research Group International Conference 2015 26-28 August 2015 Nairobi.
  • Koutra, C., Ngugi, I.K. and Thespol, M., 2015. The Role of Branding, Promotion and Sub-culture in the Consumption of Breakfast Cereals in Thailand. Journal of Hotel & Business Management, 4 (1), 113.
  • Liu, G., Chapleo, C., Ko, W. and Ngugi, I.K., 2015. The Role of Internal Branding in Nonprofit Brand Management: An Empirical Investigation. Nonprofit and Voluntary Sector Quarterly, 319-339.
  • Ngugi, I., Komo L.W. and Ritchie, G., 2013. Key success factors of small businesses. International Journal of Business and Globalisation, 11 (1), 86-100.
  • Ngugi, I., Liu, G. and Chapleo, C., 2013. Enhancing Supply Chain Collaboration for Small and Medium Size Enterprises through Brand Orientation Behaviour: Integration of the Relational View, Transaction Cost Economics, Strategic Network, and Signaling Theory Perspectives. In: Academy of Marketing 8-11 July 2013 Cardiff.
  • Ngugi, I., Chapleo, C. and Liu, G., 2013. Brand Management in the Nonprofit Sector: An Internal Branding Perspective. In: Academy of Marketing 8-11 July 2013 Cardiff.
  • Ngugi, I.K., Johnsen, R.E., Erdélyi, P. and Eng, T.-Y., 2010. Supporting sustainability in customer-supplier relationships: Barriers for SMEs in the UK organic food industry. In: IPSERA Workshop on Sustainable Purchasing & Supply Management 16-17 September 2010 Saint Nazaire, France.
  • Ngugi, I.K., Johnsen, R.E. and Erdélyi, P., 2010. Relational capabilities for value co-creation and innovation in SMEs. Journal of Small Business and Enterprise Development, 17, 260-278.
  • Ngugi, I.K. and Kariuki, D.K., 2009. Correlates of Group-Membership by Small-Scale Farm Entrepreneurs in Kenya. African Journal of Business Management, 3, 1-8.
  • Ngugi, I.K., Johnsen, R.E. and Erdélyi, P., 2008. Relationship and Network Approach to Innovation and Capabilities Building in Small and Medium-Sized UK Organic Food and Drink Suppliers: A Literature Review. In: 24th IMP Conference 4-6 September 2008 Uppsala University, Sweden.
  • Nyoro, J.K. and Ngugi, I.K., 2007. A Qualitative Analysis of Success and Failure Factors of Agricultural Cooperatives in Central Kenya. In: Barret, C.B., Mude, A.G. and Omiti, J.M., eds. Decentralization and the Social Economics of Development: Lessons from Kenya. Wallingford, Oxfordshire, England: CABI.
  • Nyoro, J.K., Ariga, J. and Ngugi, I.K., 2007. Kenyan Study on marketing of Fresh Fruits, Vegetables and Milk Supply. In: Vorley, B., Fearne, A. and Ray, D., eds. Regoverning Markets: A Place for Small-Scale Producers in Modern Agrifood Chains. Aldershot, Hamphsire, England: Gower, 163-172.
  • English, M., Lanata, C.F., Ngugi, I.K. and Smith, P.C., 2006. The District Hospital: Economic Analysis. In: Jamison, D.T., Breman, J.G., Measham, A.R., Alleyne, G., Claeson, M., Evans, D.B., Jha, P., Mills, A. and Musgrove, P., eds. Disease Control Priorities in Developing Countries. New York: World Bank.
  • Ngugi, I.K., Chiguzo, A.N. and Guyatt, H., 2004. A Cost Analysis of the Employer-Based Bednet Programme in Coastal and Western Kenya. Health Policy and Planning, 19, 111-119.
  • Randolph, T.F., Ngugi, I.K., Obare, G.A., Kiara, H. and Ndung'u, L.W., 2003. An economic assessment of farmer demand in Kenya for a vaccine against East Coast fever. In: 10th International Symposium for Veterinary Epidemiology and Economics (ISVEE) 17-21 November 2003 Vina del Mar, Chile. ISVEE.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person's work contributes towards the following SDGs:

Zero hunger

"End hunger, achieve food security and improved nutrition and promote sustainable agriculture"

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Good health and well-being

"Ensure healthy lives and promote well-being for all at all ages"

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Quality education

"Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all"

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Responsible consumption and production

"Ensure sustainable consumption and production patterns"

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Journal Articles

  • Ngugi, I. and Chapleo, C., 2023. Agrifood Firms Collaboration through Brand Orientation Behaviour. International Journal of Data Science and Advanced Analytics, 5 (5), 251-263.
  • O'Sullivan, H. and Ngugi, I., 2022. Marketing mix. Encyclopedia of Tourism Management and Marketing.
  • Liu, G., Ko, W.W., Ngugi, I. and Takeda, S., 2021. Networking-bonding actions, quality of ties, and channel member collaboration: Evidence from U.K.-based small firms. Journal of Small Business Management, 59 (1), 13-46.
  • Ko, W.W.J., Liu, G., Ngugi, I.K. and Chapleo, C., 2018. External supply chain flexibility and product innovation performance: A study of small- and medium-sized UK-based manufacturers. European Journal of Marketing, 52 (9-10), 1981-2004.
  • Liu, G., Ko, W.W.J., Ngugi, I. and Takeda, S., 2017. Proactive entrepreneurial behaviour, market orientation, and innovation outcomes: A study of small- and medium-sized manufacturing firms in the UK. European Journal of Marketing, 51 (11-12), 1980-2001.
  • Koutra, C., Ngugi, I.K. and Thespol, M., 2015. The Role of Branding, Promotion and Sub-culture in the Consumption of Breakfast Cereals in Thailand. Journal of Hotel & Business Management, 4 (1), 113.
  • Liu, G., Chapleo, C., Ko, W. and Ngugi, I.K., 2015. The Role of Internal Branding in Nonprofit Brand Management: An Empirical Investigation. Nonprofit and Voluntary Sector Quarterly, 319-339.
  • Ngugi, I., Komo L.W. and Ritchie, G., 2013. Key success factors of small businesses. International Journal of Business and Globalisation, 11 (1), 86-100.
  • Leach, H.S., Komo, L.W. and Ngugi, I.K., 2012. Engaging Consumers through Company Social Media Websites. Computing and Information Systems Journal, 16 (2), 5-20.
  • Ngugi, I.K., Johnsen, R.E. and Erdélyi, P., 2010. Relational capabilities for value co-creation and innovation in SMEs. Journal of Small Business and Enterprise Development, 17, 260-278.
  • Ngugi, I.K. and Kariuki, D.K., 2009. Correlates of Group-Membership by Small-Scale Farm Entrepreneurs in Kenya. African Journal of Business Management, 3, 1-8.
  • Ngugi, I.K., Chiguzo, A.N. and Guyatt, H., 2004. A Cost Analysis of the Employer-Based Bednet Programme in Coastal and Western Kenya. Health Policy and Planning, 19, 111-119.

Books

Chapters

  • Ngugi, I.K. and Komo, L.W., 2017. Case study 9: M-Pesa: A renowned disruptive innovation from Kenya. Strategic Marketing Cases in Emerging Markets. 117-128.
  • Nyoro, J.K. and Ngugi, I.K., 2007. A Qualitative Analysis of Success and Failure Factors of Agricultural Cooperatives in Central Kenya. In: Barret, C.B., Mude, A.G. and Omiti, J.M., eds. Decentralization and the Social Economics of Development: Lessons from Kenya. Wallingford, Oxfordshire, England: CABI.
  • Nyoro, J.K., Ariga, J. and Ngugi, I.K., 2007. Kenyan Study on marketing of Fresh Fruits, Vegetables and Milk Supply. In: Vorley, B., Fearne, A. and Ray, D., eds. Regoverning Markets: A Place for Small-Scale Producers in Modern Agrifood Chains. Aldershot, Hamphsire, England: Gower, 163-172.
  • English, M., Lanata, C.F., Ngugi, I.K. and Smith, P.C., 2006. The District Hospital: Economic Analysis. In: Jamison, D.T., Breman, J.G., Measham, A.R., Alleyne, G., Claeson, M., Evans, D.B., Jha, P., Mills, A. and Musgrove, P., eds. Disease Control Priorities in Developing Countries. New York: World Bank.

Conferences

  • Bobeva, M. and Ngugi, I., 2017. Embracing The Challenge: Reflections On Teaching Innovation Management Through Live Business Projects. In: International Conference on Education and Learning (ICEL 16-18 August 2017 Tokyo, Japan.
  • Ngugi, I., 2015. Customer-supplier Relationships as a Mechanism for Advancing Corporate Social Responsibility and Innovation. In: African Research Group International Conference 2015 26-28 August 2015 Nairobi.
  • Ngugi, I., Liu, G. and Chapleo, C., 2013. Enhancing Supply Chain Collaboration for Small and Medium Size Enterprises through Brand Orientation Behaviour: Integration of the Relational View, Transaction Cost Economics, Strategic Network, and Signaling Theory Perspectives. In: Academy of Marketing 8-11 July 2013 Cardiff.
  • Ngugi, I., Chapleo, C. and Liu, G., 2013. Brand Management in the Nonprofit Sector: An Internal Branding Perspective. In: Academy of Marketing 8-11 July 2013 Cardiff.
  • Ngugi, I.K., Johnsen, R.E., Erdélyi, P. and Eng, T.-Y., 2010. Supporting sustainability in customer-supplier relationships: Barriers for SMEs in the UK organic food industry. In: IPSERA Workshop on Sustainable Purchasing & Supply Management 16-17 September 2010 Saint Nazaire, France.
  • Ngugi, I.K., Johnsen, R.E. and Erdélyi, P., 2008. Relationship and Network Approach to Innovation and Capabilities Building in Small and Medium-Sized UK Organic Food and Drink Suppliers: A Literature Review. In: 24th IMP Conference 4-6 September 2008 Uppsala University, Sweden.
  • Randolph, T.F., Ngugi, I.K., Obare, G.A., Kiara, H. and Ndung'u, L.W., 2003. An economic assessment of farmer demand in Kenya for a vaccine against East Coast fever. In: 10th International Symposium for Veterinary Epidemiology and Economics (ISVEE) 17-21 November 2003 Vina del Mar, Chile. ISVEE.

Reports

Scholarly Editions

Others

PhD Students

  • Alice Bonansio. Success factors of Internet Marketing
  • Victor Ogunbiyi. Marketing Communications in SMEs

Qualifications

  • PhD in Agrifood Marketing (Bournemouth University, 2011)
  • Adv Cert in Economic Evaluation (London School of Hygiene and Tropical Medicince (LSHTM), 2003)
  • MSc in Agricultural Economics (Egerton University, 2002)
  • BSc (Hons) in Agribusiness Management (Egerton University, 1999)

Honours

  • Fully-funded PhD Scholarship (Bournemouth University, 2007)

Memberships

  • ASSOCIATION FOR CONSUMER RESEARCH, Member (2018-),
  • Academy of Marketing, Member (2014-2015),
  • Higher Education Academy, Fellow (2014-),
  • IMP Group, Member (2008-2009),