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Pennie Frow

Pennie Frow

PhD Cranfield MBA Cranfield, BSc (Hons) Bristol ; FCIM FRSA
Associate Professor

Rm 510
H69 - Economics and Business Building
The University of Sydney
NSW 2006 Australia

Telephone +61 2 9351 6523
Fax +61 2 9351 6732
pennie.frow@sydney.edu.au

Bio

After completing MBA and PhD degrees at Cranfield University, UK, Pennie taught on many Master's and Executive short courses at Cranfield. Her research has focused on studying aspects of managing customer relationships. She has worked extensively with professional service firms, especially investigating issues related to them building and maintaining strong client relationships. She has published in academic and practitioner journals including the Journal of Marketing, Journal of the Academy of Marketing Science, European Journal of Marketing, Journal of Business Research, Industrial Marketing Management and the Journal of Marketing Management, as well as writing a number of teaching case studies.

Before joining academia, Pennie worked for many years in industry. She started as an entrepreneur establishing a trading company with offices in Hong Kong, Taiwan and South Korea. She then moved to the USA where she was Managing Director of a sales and distribution company in California. Later, she became Marketing Director of the largest conservation charity in the UK. She is a Fellow of the Chartered Institute of Marketing and a Fellow of the Royal Society of Arts.

Publications

2014

4
Journal Article/s

Payne A and Frow P 2014 'Developing Superior Value Propositions: A Strategic Marketing Imperative', Journal of Service Management, vol.25:2, pp. 213-27 Link

Payne A and Frow P 2014 'Deconstructing the value proposition of an innovation exemplar', European Journal of Marketing, vol.48:1-2, pp. 237-70 Link

Frow P, Payne A and Ngo L 2014 'Diagnosing the Supplementary Services Model: Empirical Validation, Advancement and Implementation', Journal of Marketing Management, vol.30:1-2, pp. 138-171 Link

Frow P, McColl-Kennedy JR, Hilton T, Davidson A, Payne A and Brozovic D 2014 'Value Propositions: A Service Ecosystems Perspective', Marketing Theory, vol.14:3, pp. 327-51 Link

Frow P, Nenonen S, Payne A and Storbacka K 2014 Forthcoming 'Managing co-creation design: A strategic approach to innovation', British Journal of Management

5
Conference Paper/s

Frow P and Payne A 2014 'Co-creation: A case study of a 'focused' business model approach', 43rd Annual European Marketing Academy Conference EMAC 2014 - "Paradigm shifts & Interactions", Valencia, Spain, 6th June 2014

2013

1
Book/s

Payne A and Frow P 2013 'Strategic Customer Management: Integrating Relationship Marketing and CRM', Cambridge University Press, Cambridge, United Kingdom, pp. 529

6
Conference Proceeding/s

Frow P and Payne A 2013 'Co-Creation: A case study of a broad-based business model approach', Proceedings of the Academy of Marketing Conference AM2013 - "Marketing Relevance", Cardiff, United Kingdom, 11th July 2013

2012

2
Book Section/s

Storbacka K, Frow P, Nenonen S and Payne A 2012 'Designing Business Models for Value Co-Creation' in Review of Marketing Research Volume 9: Special Issue- Toward a Better Understanding of the Role of Value in Markets and Marketing, ed. Stephen L Vargo and Robert F Lusch, Emerald, Bingley, United Kingdom, pp. 51-78

4
Journal Article/s

Kleinaltenkamp M, Brodie RJ, Frow P, Hughes T, Peters LD and Woratschek H 2012 'Resource Integration', Marketing Theory, vol.12:2, pp. 201-5 Link

5
Conference Paper/s

Frow P and Payne A 2012 'Co-Creation Business Models and an Exemplar Enterprise', Australian & New Zealand Marketing Academy Conference ANZMAC 2012 - "Sharing the Cup of Knowledge", Adelaide, Australia, 5th December 2012

Frow P, Nenonen S, Payne A and Storbacka K 2012 'Co-creation in Actor Networks: Identifying Attractive Morphotypes', ANZMAC/KAMS Symposium as part of the 2012 Global Marketing Conference, Seoul, Korea, (South) Republic of, 22nd July 2012

Frow P, Payne A, Nenonen S and Storbacka K 2012 'Identifying Value Co-Creation Opportunities:  A Morphological Approach', 41st European Marketing Academy EMAC Conference 2012 – “Marketing to Citizens: Going beyond Customers and Consumers", Lisbon, Portugal, 25th May 2012

6
Conference Proceeding/s

Payne A, Frow P and Storbacka K 2012 'Evolving the Concept of Co-creation: New Research Propositions', Proceedings of the Academy of Marketing Conference 2012 - "Marketing: catching the technology wave", Southampton, United Kingdom, 5th July 2012

2011

1
Book/s

McDonald M, Frow P and Payne A 2011 'Marketing Plans for Services: A Complete Guide (3rd Edition)', John Wiley, London, United Kingdom

4
Journal Article/s

Frow P and Payne A 2011 'A stakeholder perspective of the value proposition concept', European Journal of Marketing, vol.45:1/2, pp. 223-40

Ballantyne D, Frow P, Varey RJ and Payne A 2011 'Value propositions as communication practice: Taking a wider view', Industrial Marketing Management, vol.40:2, pp. 202-10

Frow P, Payne A, Wilkinson I and Young L 2011 'Customer Management and CRM: Addressing the dark side', Journal of Services Marketing, vol.25:2, pp. 79-89

5
Conference Paper/s

Frow P, Nenonen S, Payne A and Storbacka K 2011 'Co-Design: Using Design Principles for Co-Creation in Customer Relationships', 1st International Colloquium on Global Design and Marketing, University of Lincoln, United Kingdom, 9th December 2011

Frow P, Payne A and Storbacka K 2011 'Co-Creation: A Typology and Conceptual Framework', Australian & New Zealand Marketing Academy Conference ANZMAC 2011 - "Marketing in the Age of Consumerism: Jekyll or Hyde?", Perth, Australia, 30th November 2011

6
Conference Proceeding/s

Frow P and Payne A 2011 'Deconstructing the Value Proposition of a Service Innovation Exemplar', Proceedings of the Academy of Marketing Conference 2011 - "Marketing Fields Forever", Liverpool, United Kingdom, 7th July 2011

2010

5
Conference Paper/s

Frow P, Brodie R, Little V and Payne A 2010 'Collaboration, resource integration and value co-creation within the S-D logic', Forum on Markets and Marketing: Extending Service Dominant Logic, Cambridge, United Kingdom, 26th September 2010

6
Conference Proceeding/s

Frow P, Payne A and Storbacka K 2010 'Co-creation: A Framework for Collaborative Engagement', Proceedings of the 18th International Colloquium in Relationship Marketing - 'Re-inventing relationship marketing in a service dominant world', University of Reading, United Kingdom, 30th September 2010

Frow P, Payne A and Storbacka K 2010 'Identifying co-creation and value collaboration opportunities', Proceedings of the Academy of Marketing Conference 2010 - "Transformational Marketing", Coventry, United Kingdom, 8th July 2010

Frow P and Payne A 2010 'Value propositions: A service profit chain perspective', Proceedings of the Academy of Marketing Conference 2010 - "Transformational Marketing", Coventry, United Kingdom, 8th July 2010

Frow P, Payne A and Storbacka K 2010 'A conceptual model for value co-creation: Designing collaboration within a service system', Proceedings of the 39th European Marketing Academy Conference EMAC 2010 - “The Six Senses - The Essentials of Marketing”, Copenhagen, Denmark, 4th June 2010

2009

4
Journal Article/s

Frow P and Payne A 2009 'Customer Relationship Management: A Strategic Perspective', Journal of Business Market Management, vol.3:1, pp. 7-27

Payne A, Storbacka K, Frow P and Knox S 2009 'Co-Creation: Diagnosing the Brand Relationship Experience', Journal of Business Research, vol.62:3, pp. 379-89

6
Conference Proceeding/s

Ballantyne D, Varey R, Frow P and Payne A 2009 'Reciprocal Value Propositions', 17th International Colloquium in Relationship Marketing, Maastricht, Netherlands, 19th September 2009

Frow P and Payne A 2009 'The Value Proposition: Towards a Conceptual Model', Academy of Marketing Annual Conference 2009- "Putting Marketing in its Place", Leeds, United Kingdom, 9th July 2009

2008

2
Book Section/s

Payne A and Frow P 2008 'A Strategic Approach to Customer Relationship Management' in The Marketing Book 6th Edition, ed. M Baker and S Hart , Elsevier Butterworth-Heinemann, pp. 391-413

4
Journal Article/s

Payne A, Storbacka K and Frow P 2008 'Managing the Co-Creation of Value', Journal of the Academy of Marketing Science, vol.36:1, pp. 83-96

5
Conference Paper/s

Wilkinson I, Frow P, Payne A and Young L 2008 'Customer Husbandry: The Rearing, Growing and Fleecing of Customers', Proceedings of the Australia & New Zealand Marketing Academy ANZMAC Conference – “Marketing: Shifting the Focus from Mainstream to Offbeat”, Olympic Park, Sydney, Australia, 3rd December 2008

6
Conference Proceeding/s

Payne A and Frow P 2008 'Focused Value Creation in CRM: The Role of Value Propositions', EIASM 5th Research Conference on Relationship Marketing and CRM, Brussels, Belgium, 21st November 2008

Frow P and Payne A 2008 'The Value Proposition Concept: Evolution, Development and Application in Marketing', Academy of Marketing Annual Conference 2008 - Reflective Marketing in a Material World, Aberdeen, United Kingdom, 10th July 2008 Link

11
Seminar Paper/s

Frow P, Ballantyne D, Varey R and Payne A 2008 'Service Dominant Logic and Value Propositions: Re-examining our Mental Models, Otago Forum 2, Otago, New Zealand, 09 December 2008

Frow P and Payne A 2008 'A Stakeholder Perspective of Value: Extending the Value Proposition in the Context of Stakeholders and Service Dominant Logic, Forum on Markets and Marketing: Extending Service Dominant Logic, Sydney, Australia, 06 December 2008

2007

4
Journal Article/s

Frow P 2007 'The Meaning of Commitment in Market Relationships', Journal of Marketing Management, vol.23:3-4, pp. 243-65

Frow P and Payne A 2007 'Towards the ‘Perfect’ Customer Experience', Journal of Brand Management, vol.15:2, pp. 89-101

5
Conference Paper/s

Frow P, Payne A and Storbacka K 2007 'Relationships and Service-Dominant Logic: Leveraging Co-Creation Opportunities', EIASM 4th Research Conference on Relationship Marketing, Brussels, Belgium, 1st - 30th November 2007

6
Conference Proceeding/s

Frow P, Luong A and Payne A 2007 'Customer Relationship Management: A Structured Investigation of CRM Success and Failure', AMA Relationship Marketing SIG – ICRM Conference, Buenos Aires, Argentina, 1st - 31st December 2007

Payne A, Storbacka K and Frow P 2007 'Co-Creation of Value: Diagnosing the Brand Relationship Experience', Thought Leaders International Conference on Brand Management, United Kingdom, 25th April 2007

2006

2
Book Section/s

Payne A and Frow P 2006 'An Overview of Customer Relationship Management: From Strategy to Implementation' in CRM Implementation: A Strategic Approach, ed. K Mukerjee, ICFA Press, Punjagutta, India

4
Journal Article/s

Payne A and Frow P 2006 'Customer Relationship Management: from Strategy to Implementation', Journal of Marketing Management, vol.22:1-2, pp. 135-68

5
Conference Paper/s

Storbacka K, Payne A and Frow P 2006 'Service-Dominant Logic: A Framework for Managing Co-Creation of Value', ANZMAC Conference, Brisbane, Australia, 1st January 2006-31st December 2006

Storbacka K, Payne A and Frow P 2006 'Towards an Integrated Approach to Co-Creation: Insights from Service-Dominant Logic', EIASM 3rd Research Conference Workshop on Relationship Marketing, Brussels, Belgium, 1st - 30th November 2006

2005

4
Journal Article/s

Payne A and Frow P 2005 'A Strategic Framework for CRM', Journal of Marketing, vol.69:4, pp. 167-76

5
Conference Paper/s

Payne A and Frow P 2005 'Customer Relationship Management: From Strategy to Implementation', ANZMAC Conference, Perth, Australia, 1st January 2005-31st December 2005

Payne A and Frow P 2005 'CRM Strategy Formulation & Implementation', EAISM 2nd Workshop on Relationship Marketing, Brussels, Belgium, 1st - 31st October 2005

2004

4
Journal Article/s

Payne A and Frow P 2004 'The Role of Multi-Channel Integration in Customer Relationship Management', Industrial Marketing Management, vol.33, pp. 527-38

5
Conference Paper/s

Payne A and Frow P 2004 'Developing a Strategic Approach to Customer Relationship Management', ANZMAC Conference, Wellington, New Zealand, 1st January 2004-31st December 2004

2001

4
Journal Article/s

Payne A, Holt S and Frow P 2001 'Relationship Value Management: Exploring the Integration of Employee, Customer and Shareholder Value and Enterprise Performance Models', Journal of Marketing Management, vol.17:7-8, pp. 785-817

2000

2
Book Section/s

Payne A and Frow P 2000 'Relationship Marketing from a Services Marketing Perspective' in Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention, ed. T.Hennig-Thurau and U.Hansen, Springer, Hannover, Germany, pp. 297-316

4
Journal Article/s

Payne A and Frow P 2000 'Integrating Employee, Customer and Shareholder Value through an Enterprise Performance Model: An Opportunity for Financial Services', The International Journal of Bank Marketing, vol.18:6, pp. 258-73

Payne A and Frow P 2000 'Harnessing the Power of Client Relationship Management in Professional Service Firms', Professional Marketing, vol.8:Summer

5
Conference Paper/s

Frow P 2000 'Commitment in Professional Services', IMP Conference, Competitive Papers Track, Bath, United Kingdom, 1st January 2000-31st December 2000

Frow P 2000 'The Reality of Commitment in Relationships: A Study of the Meaning of Commitment in Professional Relationships', Eighth International Colloquium in Relationship Marketing, Stockholm, Sweden, 1st January 2000-31st December 2000

1999

4
Journal Article/s

Payne A and Frow P 1999 'Developing a Segmented Service Strategy: Improving Measurement in Relationship Marketing', Journal of Marketing Management, vol.15:8, pp. 797-818

Frow P 1999 'Treating Customers Appropriate to Value – How Segmentation Can Boost Profitability', Customer, vol.4

5
Conference Paper/s

Holt S, Payne A and Frow P 1999 'Relationship Value Management: Exploring the Integration of Employee, Customer and Shareholder Value and Enterprise Performance Models', Seventh International Colloquium on Relationship Marketing, Glasgow, United Kingdom, 1st January 1999-31st December 1999

Payne A and Frow P 1999 'Marketing Metrics for Customer Retention', Chartered Institute of Marketing Marketing Metrics Conference, Cookham, United Kingdom, 1st January 1999-31st December 1999

1997

4
Journal Article/s

Payne A and Frow P 1997 'Relationship Marketing: Key Issues for the Utilities Sector', Journal of Marketing Management, vol.13:5, pp. 463-97

1996

6
Conference Proceeding/s

Payne A and Frow P 1996 'Relationship Marketing: Issues for the Utilities Sector', Fourth International Colloquium on Relationship Marketing, Helsinki, Finland, 1st January 1996-31st December 1996

1995

6
Conference Proceeding/s

Payne A and Frow P 1995 'Managing Internal Customer Relationships for Competitive Advantage', Third World Marketing Congress, Melbourne, Australia, 1st January 1995-31st December 1995

1994

6
Conference Proceeding/s

Poufelt F, Payne A and Frow P 1994 'Developing an International Presence: Key Issues for Management Consulting Firms', Developing an International Presence: Key Issues for Management Consulting Firms, Dallas, United States, 1st January 1994-31st December 1994

Research Grants

Co-Creation Practices in the Consumption, Provision and Financing of Health Care

The study will investigate a specific health care context (e.g. cancer or diabetes) and identify within an ecosystem the co-creation practices that relate to the provision of health care.

Business of Health Research Network Seed Funding Grant

See all Business School Grants

Recent Units Taught