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

Photo of Dr James M. 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 a large number of internal and external members and several PhD students working on research projects in areas, e.g., marketing, entrepreneurship, international business, consumer psychology, innovation, general management, organisational sociology, regional policy, strategic management, and supply chain management. These members work in various countries, including the United Kingdom, United States, Canada, Australia, New Zealand, South Africa, Israel, Italy, France, Spain, China, Chile, Monaco, and more. Furthermore, the Wine Business RIG is connected to practitioners, such as wine journalists, industry leaders, entrepreneurs, Masters of Wine (MWs), and wine educators.

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 International Marketing, Journal of Business Research, Journal of Rural Studies, Industrial Marketing Management, 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 £173,000 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). In addition, Dr Crick won the best paper in the tourism and hospitality marketing track at the International Conference on Marketing, Strategy, and Policy Research (hosted by Newcastle University, but held online due to the Coronavirus pandemic).

In terms of research impact, Dr Crick's co-authored paper in Industrial Marketing Management won the "Outstanding Article Award", namely, the best paper in the journal between 2016 and 2020. That is, his article focused on how organisations (small and large) have been cooperating with their competitors (coopetition) to cope with the health and economic shocks associated with the COVID-19 pandemic. This study contained numerous implications for academics and practitioners related to business-to-business marketing strategies in times of crisis. This investigation was downloaded 20,706 times in approximately seven months.

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.

Dr Crick serves as an Associate Editor of the Journal of Strategic Marketing. He undertakes this role in tandem with being an editorial board member of the International Marketing Review and the Journal of Vacation Marketing. In terms of other 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,  Journal of Small Business Management, International Small Business Journal, Journal of International Management, Journal of Business Research, International Journal of Contemporary Hospitality Management, Marketing Intelligence & Planning, Qualitative Market Research: An International Journal, Journal of Business & Industrial Marketing, and European Journal of Marketing (among others).

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.

Dr Crick has been recognised externally in other respects. Some examples include his Adjunct Professorship at the University of Ottawa (Canada), being invited to several universities to present his research, being a referee for the Research Grants Council of Hong Kong, and being an external examiner for taught programmes and for doctoral students.

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

  • Crick, J.M., Crick, D., and Chaudhry, S. (2021). Inter-firm collaboration as a performance-enhancing survival strategy within the business models of ethnic minority-owned urban restaurants affected by COVID-19. International Journal of Entrepreneurial Behavior & Research, forthcoming (ABS: 3; ABDC: B).
  • Crick, J.M., and Crick, D. (2021). Coopetition and family-owned wine producers. Journal of Business Research, forthcoming (ABS: 3; ABDC: A).
  • Crick, J.M., and Crick, D. (2021). 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 (ABS: 3; ABDC: A).
  • Crick, J.M., Karami, M., and Crick, D. (2021). The impact of the interaction between an entrepreneurial marketing orientation and coopetition on business performance. International Journal of Entrepreneurial Behavior & Research, forthcoming (ABS: 3; ABDC: B).
  • Crick, J.M., and Crick, D. (2021). Rising up to the challenge of our rivals: Unpacking the drivers and outcomes of coopetition activities. Industrial Marketing Management, 96(1), pp. 71-85 (ABS: 3; ABDC: A*).
  • Crick, J.M., and Crick, D. (2021). Internationalizing the coopetition construct: Quadratic effects on financial performance under different degrees of export intensity and an export geographical scope. Journal of International Marketing, 29(2), pp. 62-80 (ABS: 3; ABDC: A).
  • Crick, J.M., and Crick, D. (2021). The dark-side of coopetition: Influences on the paradoxical forces of cooperativeness and competitiveness across product-market strategies. Journal of Business Research, 122(1), pp. 226-240 (ABS: 3; ABDC: A).
  • Crick, J.M., and Crick, D. (2021). Coopetition and sales performance: Evidence from non-mainstream sporting clubs. International Journal of Entrepreneurial Behavior & Research, 27(1), pp. 123-147 (ABS: 3; ABDC: B).
  • 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, 73(1), pp. 122-134 (ABS: 3; ABDC: A).
  • Crick, J.M., and Crick, D. (2020). Coopetition and COVID-19: Collaborative business-to-business marketing strategies in a pandemic crisis. Industrial Marketing Management, 88(1), pp. 206-213 (ABS: 3; ABDC: A*).
  • 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, 113(1), pp. 158-167 (ABS: 3; ABDC: A).