Personal Statement
Chris Raddats is a Reader in Marketing at the University of Liverpool Management School (ULMS) and completed his PhD at the University of Manchester in 2009. Before starting in academia, Chris had a 20-year career in the telecommunications industry, where he worked as a marketing manager for telco operators and an equipment manufacturer. Chris' research addresses business-to-business (B2B) markets, primarily how traditionally product-centric B2B businesses can build a chargeable services capability to enhance market differentiation and sales (service infusion, servitization, and solutions). He also writes about other aspects of B2B marketing, such as branding, customer experiences, innovation, and social media. He publishes his work in leading marketing (e.g., Industrial Marketing Management), operations (e.g., International Journal of Operational & Production Management), and general management (e.g., Journal of Business Research) journals. Chris' teaching is focused on B2B, experiential, and relationship marketing and he has supervised several PhD students aligned to these areas.