Professor Vicky Story

BSc (Hons) Management Sciences (Loughborough); PhD New Product Development (Loughborough)

  • Associate Dean for Education and Student Experience
  • Professor of Marketing

Expertise: radical innovation; servitization; entrepreneurial business; strategic orientations; advertising and consumption; pro-social behaviours.

Research groups and centres

Prior to joining Loughborough University in October 2014, Vicky was an Associate Professor of Marketing and Director of the Executive MBA programme at Nottingham University Business School.

Vicky completed her doctoral research in marketing at Loughborough University, specifically focusing on the new product development process, and holds a BSc honours degree in Management Sciences, also from Loughborough University.

Her key research areas lie in the areas of innovation and marketing strategy with a strong publication record of scholarly journal articles and refereed conference contributions.

In respect to teaching, Vicky delivers material at undergraduate and postgraduate levels, but also has extensive experience delivering MBA and Executive Education teaching.

Vicky’s primary research interests lie in the fields of innovation and marketing strategy, and more specifically in the areas of entrepreneurial orientation and firm performance, radical innovation, relationships and networks, servitization, and the new product development process. She has published on these issues in such journals as: Journal of Product Innovation Management; Journal of Business Venturing; Industrial Marketing Management; and International Small Business Journal.

Vicky has a wealth of experience in writing funding proposals and leading grant-funded research projects, which have varied from small grants through to very large, multi-programme projects, many funded by the EPSRC or ESRC.

Vicky’s current research projects address issues of value co-creation, servitization, and designing adaptable buildings (in conjunction with Professor Andy Dainty, Professor of Construction Sociology, Civil and Building Engineering). Her work embraces several research methodologies from surveys, interviewing and case study methodology.

Vicky is currently an Associate Editor for International Marketing Review. She is also currently editing a Special Issue for the Journal of Business and Industrial Marketing (2*) and has recently completed editing a special issue for Industrial Marketing Management, published November 2014. Vicky regularly reviews for a number of prestigious journals and also reviews, on an ad-hoc basis, for key marketing conferences.

In 2011 Vicky co-chaired (with Professor Judy Zolkiewski) a special track at the Industrial Marketing and Purchasing Conference focused specifically on relationships and networks in Radical Innovation and in 2015 she chaired the Marketing Research and Methodology track for Academy of Marketing 2015.

  • Story, V.M., Boso, N., & Cadogan, J.W. (2015), 'The Form of Relationship between Firm-level Product Innovativeness and New Product Performance in Developed and Emerging Markets', Journal of Product Innovation Management, Vol. 32 (1), pp.45–64.
  • Story, V.M., Daniels, K., Zolkiewski, J. and Dainty, A.R.J. (2014), 'The barriers and consequences of radical innovations: Introduction to the issue', Industrial Marketing Management, Vol. 43 (8), November 2014, pp. 1271-1277.
  • Boso, N., Cadogan, J. and Story, V.M., (2013), 'The effects of entrepreneurial and market orientation alignment on performance in a third-world economy: a contingency analysis', Journal of Business Venturing, Special issue on 'Entrepreneurship and Desperate Poverty', Vol.28 (6), November 2013, pp. 708-727.
  • Boso, N., Cadogan, J. and Story, V., (2013), 'Market Orientation and Entrepreneurial Orientation as Drivers of Product Innovation Success: A Study of Exporters from a Developing Economy', International Small Business Journal, February 2013; Vol. 31 (1), pp. 57-81.
  • Story, V., O'Malley, L. and Hart, S., (2011), 'Roles, Role Performance, and Radical Innovation Competences', Industrial Marketing Management, 40(6), pp. 952-966.