معرفی
Professor Vicky Story is a Professor of Marketing at Loughborough University, specializing in radical innovation, servitization, and strategic marketing. She holds a BSc (Hons) in Management Sciences and a PhD in New Product Development, both from Loughborough University. Prior to her current role, she served as Associate Professor and Director of the Executive MBA programme at Nottingham University Business School.
Her research focuses on innovation strategies, B2B marketing, and the challenges of digital servitization, with a strong publication record spanning over two decades. Key themes include advanced services, organizational resilience, and the interplay between technology and service ecosystems. She explores how firms navigate tensions in servitized value chains and leverage digital capabilities to enhance customer experiences.
Vicky teaches across undergraduate, postgraduate, and executive education programmes, emphasizing practical applications of marketing strategy in dynamic markets. Her work frequently addresses global business challenges, including export strategies, product adaptation, and the impact of Industry 4.0 on service innovation. She advocates for evidence-based approaches to measuring customer experience and overcoming barriers to radical innovation.
Her advisory and grant activities are reflected in collaborations with industry partners on servitization journeys and ecosystem orchestration. She actively contributes to research networks in marketing and innovation, fostering interdisciplinary insights into service-led growth and ethical consumption behaviors.
