معرفی
Dr. Keith Lawrie Pyper is a Lecturer in Marketing at the University of Strathclyde Business School. His research focuses on international business strategies, AI applications in marketing, exporting success factors, and brand management. He teaches MSc Strategic Global Marketing (MK808), Strategic Marketing Management (MK970), and International Business Management (MK415), while coordinating the new MSc AI in Marketing program. Previously, he worked in global B2B service firms like Morgan Stanley and Barclays Capital.
- Academic Roles: External examiner for King’s College London (MSc International Marketing) and Newcastle University (BSc International Business Management)
- Editorial Boards: International Marketing Review (IMR) and Management International Review (MIR)
- Professional Memberships: Academy of International Business, Academy of Marketing
Research Interests: Combines theoretical frameworks with practical insights from industry. Key themes include AI’s impact on B2B sales, SME patent strategies, digital innovation in emerging markets, and export performance optimization. Recent projects include a longitudinal study of Queen’s Award-winning exporters to identify critical success factors.
Publications span leading journals like European Journal of Marketing and International Business Review. His work often bridges academic rigor with actionable business insights.
Grants: Principal Investigator on 'Effective Exporting' project (Marketing Trust, £11,500), exploring UK SME export strategies through case studies of award-winning firms.
