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Dr James Crick BCom, Victoria University of Wellington ; MBS, Massey University ; PhD, Loughborough University

Photo of Dr James Crick

Lecturer in Marketing

Director of the Wine Business Research Interest Group

Adjunct Professor of Entrepreneurial Marketing in the Telfer School of Management, University of Ottawa, Canada

Entrepreneurial marketing, international marketing, strategic marketing, coopetition

Dr Crick is a Lecturer (Assistant Professor) in Marketing in the School of Business and Economics. Originally from Leicestershire, he temporarily lived in Wellington, New Zealand where he completed his Bachelor of Commerce at Victoria University of Wellington and Master of Business Studies at Massey University. Upon returning to the United Kingdom, he earned his Doctor of Philosophy at Loughborough University.

Dr Crick has held various teaching and research positions in the United Kingdom, New Zealand, and Canada. Currently, he is an Adjunct Professor of Entrepreneurial Marketing in the Telfer School of Management, University of Ottawa (since December 2019) where he is collaborating with two Full Professors, as well as facilitating networks with various faculty members. In his role at Loughborough University, Dr Crick is working with several academics in the School of Business and Economics in tandem with his other domestic and international academic and practitioner relationships.

Since 2019, Dr Crick has been the Director of the Wine Business Research Interest Group (RIG) at Loughborough University. The purpose of the Wine Business RIG is to use the global wine industry as an empirical context to shape scholarly and practical research. Currently, the Wine Business RIG has 27 academics and various PhD students working on research projects in areas, such as strategic marketing, entrepreneurship, international business, consumer psychology, innovation, general management, organisational sociology, regional policy, and logistics/supply chain management.

Dr Crick’s research interests are positioned at the marketing/entrepreneurship interface (also known as entrepreneurial marketing). This cross-disciplinary domain focuses on companies’ innovative, risk-taking, and proactive behaviours used to deliver value to customers. Specific research areas include international marketing (with a focus on internationalisation), collaborative business strategies (e.g., coopetition), market orientation and entrepreneurial orientation, and dynamic business models.

In his ongoing research, Dr Crick has used qualitative and quantitative methods on empirical samples from the United States, United Kingdom, New Zealand, Canada, and Malaysia. Moreover, other than with colleagues at Loughborough University, Dr Crick has close research links at various universities across several countries, namely, University of Ottawa (Canada), Victoria University of Wellington (New Zealand), University of Portsmouth (United Kingdom), University of Otago (New Zealand), and University Putra (Malaysia).

Additionally, Dr Crick has used empirical data from a range of industry contexts, including the wine sector, high-tech firms, tourism services, and sporting organisations.

Dr Crick has published in international journals, such as Journal of Business Research, Journal of Rural Studies, International Marketing Review, Journal of Business & Industrial Marketing, Journal of Strategic Marketing, Qualitative Market Research: An International Journal, Strategic Change, European Business Review, and Marketing Intelligence & Planning. Additionally, he has published edited book chapters, like Advances in Global Marketing: A Research Anthology.

Dr Crick’s current research is under review in various international journals with academics in several countries. He has also presented at numerous conferences (and/or doctoral events) around the world, such as the Academy of Marketing Conference, British Academy of Management Conference, Academy of Marketing Science Conference, International Council for Small Business Conference, and the American Marketing Association’s Global Research Symposium (now Conference) on Marketing and Entrepreneurship (as well as attending a series of more specialized conferences). Dr Crick is also an active participant at the McGill International Entrepreneurship Conference.

Dr Crick has received a range of funding awards from sources, such as external research grants, academic prizes, and departmental-level funding. This research funding has equated to over £135,000 and has originated from the United Kingdom, Canada, New Zealand, and the United States.

As some relatively recent examples of his academic awards, Dr Crick won the “Best Doctoral Paper Award” at the 2017 Academy of Marketing Conference (hosted by the University of Hull). In 2018, Dr Crick won the “Dean’s Award for Early Career Researcher of the Year” in the School of Business and Economics (Loughborough University). Also, Dr Crick won the best paper in the business-to-business marketing track at the 2019 ANZMAC Conference (hosted by Victoria University of Wellington).

Dr Crick is a full member of the Academy of Marketing, British Academy of Management, and Academy of Marketing Science and regularly attends domestic and international events in the area of entrepreneurial marketing.

In terms of service to research positioned at the marketing/entrepreneurship interface, Dr Crick has been a reviewer for the Journal of World Business, Journal of International Marketing, International Marketing Review, Journal of Small Business Management, Journal of Business Research, International Journal of Contemporary Hospitality Management, Marketing Intelligence & Planning, Qualitative Market Research: An International Journal, and European Journal of Marketing (among others).

In 2019, Dr Crick joined the editorial board of the Journal of Vacation Marketing based on his ongoing research in the global wine industry.

Dr Crick has also been a reviewer for several academic conferences, such as the American Marketing Association Winter Academic Conference, Academy of Marketing Science Conference, British Academy of Management Conference, European Marketing Academy Conference, as well as a range of specialised conferences.

A selection of Dr Crick’s publications are as follows:

  • Crick, J.M., and Crick, D. (2020). The Yin and Yang nature of coopetition activities: Non-linear effects and the moderating role of competitive intensity for internationalised firms. International Marketing Review (Forthcoming).
  • Crick, J.M., Crick, D., and Chaudhry, S. (2020). Entrepreneurial marketing decision-making in rapidly-internationalising and de-internationalising start-up firms. Journal of Business Research (Forthcoming).
  • Crick, J.M. (2020). The dark side of coopetition: When collaborating with competitors is harmful for company performance. Journal of Business & Industrial Marketing (Forthcoming).
  • Crick, J.M., Crick, D., and Tebbett, N. (2020). Competitor orientation and value co-creation in sustaining rural New Zealand wine producers. Journal of Rural Studies (Forthcoming).
  • Crick, J.M. (2020). Don’t run before you can walk! The importance of fostering threshold capabilities in securing market-level survival, International Journal of Entrepreneurship and Small Business (Forthcoming).
  • Crick, J.M., and Crick, D. (2019). Developing and validating a multi-dimensional measure of coopetition. Journal of Business and Industrial Marketing, 34(4), pp. 665-689.
  • Crick, J.M. (2019). Moderators affecting the relationship between coopetition and company performance. Journal of Business & Industrial Marketing, 34(2), pp. 518-531. 
  • Crick, J.M. (2018). The facets, antecedents, and consequences of coopetition: An entrepreneurial marketing perspective. Qualitative Market Research: An International Journal, 21(2), pp. 253-272.
  • Crick, J.M., and Crick, D. (2016). Developing entrepreneurial resilience in the UK tourism sector. Strategic Change, 25(3), pp. 315-325.
  • Crick, D., and Crick, J.M. (2016). The first export order: A marketing innovation revisited. Journal of Strategic Marketing, 24(2), pp. 77-89.