Philippa Ward

Philippa Ward is a Professor at the University of Gloucestershire and Research Lead in the School of Business, Computing and Social Sciences. With over 25 years in retail and academia, her research focuses on consumer behavior, situational factors in consumption, and value co-creation. She holds a PhD from the University of Gloucestershire (2013), MA Marketing Management (Manchester Metropolitan University, 1998), and a BA in Retail Marketing (1996).

Her research explores BNPL services’ societal impacts and transdisciplinary value co-creation frameworks. Collaborations include the Finance in Society Research Institute. She has advised over 45 doctoral students and contributes to funded projects on retail innovation and consumer psychology.

• Education:
  • PhD: Situational factors in consumption experiences, University of Gloucestershire (2013)
  • MA Marketing Management, Manchester Metropolitan University (1998)
  • BA (Hons) Retail Marketing, Manchester Metropolitan University (1996)
  • Postgraduate Diploma in Marketing, Chartered Institute of Marketing (1996)

Philippa teaches marketing at undergraduate and postgraduate levels and supervises doctoral candidates. Her work with retailers and agencies emphasizes practical applications of research. Notable achievements include multiple best paper awards at international conferences and her role as a Fellow of the Chartered Institute of Marketing.

Her research on BNPL’s psychological and societal dimensions, as well as retail environment dynamics, bridges academic rigor and industry relevance. Ongoing projects aim to influence policy through consumer vulnerability insights and digital innovation analyses.