Chris Raddats

Dr. Chris Raddats is a Reader in Marketing at the University of Liverpool Management School (ULMS) since completing his PhD at the University of Manchester in 2009. Prior to academia, he spent 20 years in the telecommunications industry as a marketing manager. His research focuses on business-to-business (B2B) markets, particularly servitization, digital service innovation, and B2B branding. He has published widely in top-tier journals like Journal of Business Research and Industrial Marketing Management.

Education:

• PhD in Marketing, University of Manchester, 2009

Research Interests: Chris explores how manufacturers build chargeable service capabilities (servitization), digital innovation in B2B contexts, and branding strategies for B2B firms. Recent work emphasizes collaboration with digital suppliers and trust in online B2B relationships. His research bridges marketing and operations disciplines, addressing both strategic and operational challenges in service-oriented manufacturing.

Publications Trends: Recent articles highlight digital servitization mechanisms, organizational buying tensions, and the role of social media in B2B marketing. His 2024 paper on brand loyalty in B2B manufacturers underscores service-driven differentiation. The 2023 special issue on digital service innovation reflects his editorial leadership.

Awards:

• Best Academic Paper (Aston University, 2021)
• ULMS Marketing Research Award (2019)
• Academy of Marketing Best Paper (2017)

Teaching & Grants: Leads modules on B2B and experiential marketing at ULMS. Supervised PhDs focusing on multichannel B2C rapport and sales performance in hybrid organizations. Secured a 2021 grant from the University of Exeter for research on innovative financing for advanced services.

Professional Activities: Serves on editorial boards for Journal of Business Research, International Journal of Operations & Production Management, and others. Active in professional bodies like the Academy of Marketing and The Service Community.