Pennie Frow

Photo of Pennie Frow

PhD Cranfield MBA Cranfield, BSc (Hons) Bristol ; FCIM FRSA
Professor;
Program Director, Master of Marketing

Rm 4009
H70 - Abercrombie Building
The University of Sydney
NSW 2006 Australia

Telephone +61 2 9351 6523
Fax +61 2 9351 6732
pennie.frow@sydney.edu.au
Curriculum vitae Curriculum vitae
LinkedIn LinkedIn profile

Bio

After completing MBA and PhD degrees at Cranfield University, UK, Pennie taught on many Master's and Executive short courses at Cranfield. Her research has focused on studying aspects of managing customer relationships. She has worked extensively with service and professional service firms, especially investigating issues related to strategic development of customer relationships. She has published in academic and practitioner journals including the Journal of Marketing, Journal of the Academy of Marketing Science, European Journal of Marketing, Journal of Business Research, Industrial Marketing Management and the Journal of Marketing Management, as well as writing a number of teaching case studies. She is the Lead Chief Investigator of an ARC funded health care research project, investigating co-creation practices in a new hospital context.

Before joining academia, Pennie worked for many years in industry. She started as an entrepreneur establishing a trading company with offices in Hong Kong, Taiwan and South Korea. She then moved to the USA where she was Managing Director of a sales and distribution company in California. Later, she became Marketing Director of the largest conservation charity in the UK. She is a Fellow of the Chartered Institute of Marketing and a Fellow of the Royal Society of Arts.

Research Interests

My research program is in the field of Marketing Management and Strategy. This work is focused on several closely related research areas within this field, including: co-creation, services marketing, relationship marketing, internal marketing, customer relationship management, customer value and value proposition development. I have a special interest in researching the services sector and especially healthcare. Currently I am leading a team of researchers investigating value co-creation within a complex health system. This work includes four longitudinal studies, looking at different aspects of patient and staff behaviours and their impact on healthcare performance outcomes. Another major project involves investigating the impact of customer value propositions, exploring both firm and customer outcomes.

Selected publications

2019

Book Chapter

Frow P, and Payne A (2019) Value Cocreation: An Ecosystem Perspective The SAGE Handbook of Service-Dominant Logic; Sage Publications Ltd, London, UK.

2018

Journal Articles

Edvardsson B, Frow P, Keiningham T, Jaakkola E, Koskela-Huotari K, Mele C, and Tombs A (2018) Examining how context dynamics foster service innovation Journal of Service Management, 29 (5), 932-955. [More Information]

Eggert A, Ulaga W, Frow P, and Payne A (2018) Conceptualizing and communicating value in business markets: From value in exchange to value in use Industrial Marketing Management, 69, 80-90. [More Information]

2017

Journal Articles

Payne A, and Frow P (2017) Relationship Marketing: Looking Backwards Towards the Future Journal of Services Marketing, 31 (1), 11-15. [More Information]

Payne A, Frow P, and Eggert A (2017) The customer value proposition: evolution, development, and application in marketing Journal of the Academy of Marketing Science, 45 (4), 467-489. [More Information]

Yu S, Briley D, and Frow P (2017) Political Ideology and Review Evaluation (Working Paper) Advances in Consumer Research, 45, 1070-1070.

2016

Journal Article

Frow P, McColl-Kennedy J, and Payne A (2016) Co-creation practices: Their role in shaping a health care ecosystem Industrial Marketing Management, 56 (July), 24-39. [More Information]

Book Chapters

Frow P, Payne A, Wilkinson I, and Young L (2016) CRM and customer management: Identifying and confronting dark side behaviours The Dark Side of CRM: Customers, Relationships and Management; Routledge, Oxon, 21-38. [More Information]

Payne A, and Frow P (2016) Customer Relationship Management: Strategy and Implementation The Marketing Book (7th Edition); Routledge (Taylor and Francis), Abingdon, Oxon, UK, 439-466. [More Information]

2015

Journal Article

Frow P, Nenonen S, Payne A, and Storbacka K (2015) Managing Co-creation Design: A Strategic Approach to Innovation British Journal of Management, 26 (3), 463-483. [More Information]

Book Chapter

Frow P, and Payne A (2015) The Nordic School of Services: A Review The Nordic School: Services Marketing and Management for the Future; CERS, Hanken School of Economics, Helsinki, Finland, 143-156.

2014

Journal Articles

Frow P, McColl-Kennedy J, Hilton T, Davidson A, Payne A, and Brozovic D (2014) Value propositions: A service ecosystems perspective Marketing Theory, 14 (3), 327-351. [More Information]

Frow P, Ngo L, and Payne A (2014) Diagnosing the Supplementary Services Model: Empirical Validation, Advancement and Implementation Journal of Marketing Management, 30 (1-2), 138-171. [More Information]

Payne A, and Frow P (2014) Developing Superior Value Propositions: A Strategic Marketing Imperative Journal of Service Management, 25 (2), 213-227. [More Information]

Payne A, and Frow P (2014) Deconstructing the value proposition of an innovation exemplar European Journal of Marketing, 48 (1-2), 237-270. [More Information]

2013

Book

Payne A, and Frow P (2013) Strategic Customer Management: Integrating relationship marketing and CRM; Cambridge University Press, Cambridge.

Conference Proceeding

Frow P, and Payne A (2013) Co-Creation: A case study of a broad-based business model approach Academy of Marketing Conference AM2013 - Marketing Relevance; Academy of Marketing, Cardiff, United Kingdom.

2012

Journal Article

Kleinaltenkamp M, Brodie R, Frow P, Hughes T, Peters L, and Woratschek H (2012) Resource Integration Marketing Theory, 12 (2), 201-205. [More Information]

Conference Proceeding

Payne A, Frow P, and Storbacka K (2012) Evolving the Concept of Co-creation: New Research Propositions Academy of Marketing Conference 2012; Academy of Marketing, Southampton, United Kingdom.

Book Chapter

Storbacka K, Frow P, Nenonen S, and Payne A (2012) Designing Business Models for Value Co-Creation Review of Marketing Research Volume 9: Special Issue- Toward a Better Understanding of the Role of Value in Markets and Marketing; Emerald Group Publishing, Bingley, United Kingdom, 51-78. [More Information]

2011

Journal Articles

Ballantyne D, Frow P, Varey R, and Payne A (2011) Value Propositions as Communication Practice: Taking a Wider View Industrial Marketing Management, 40 (2), 202-210. [More Information]

Frow P, and Payne A (2011) A Stakeholder Perspective of the Value Proposition Concept European Journal of Marketing, 45 (1/2), 223-240. [More Information]

Frow P, Payne A, Wilkinson I, and Young L (2011) Customer Management and CRM: Addressing the Dark Side Journal of Services Marketing, 25 (2), 79-89. [More Information]

Book

McDonald M, Frow P, and Payne A (2011) Marketing Plans for Services: A Complete Guide (3rd Edition); Wiley, Australia.

Conference Proceeding

Frow P, and Payne A (2011) Deconstructing the Value Proposition of a Service Innovation Exemplar Academy of Marketing Conference 2011; Academy of Marketing, United Kingdom.

2010

Conference Proceedings

Frow P, and Payne A (2010) Value propositions: A service profit chain perspective Academy of Marketing Conference 2010; Academy of Marketing, Coventry.

Frow P, Payne A, and Storbacka K (2010) A Conceptual Model for Value Co-Creation: Designing Collaboration within a Service System 39th European Marketing Academy EMAC Conference 2010; European Marketing Academy (EMAC), Copenhagen, Denmark.

Frow P, Payne A, and Storbacka K (2010) Identifying co-creation and value collaboration opportunities Academy of Marketing Conference 2010; Academy of Marketing, Coventry.

2009

Journal Articles

Frow P, and Payne A (2009) Customer Relationship Management: A Strategic Perspective Journal of Business Market Management, 3 (1), 7-27. [More Information]

Payne A, Storbacka K, Frow P, and Knox S (2009) Co-creating brands: Diagnosing and designing the relationship experience Journal of Business Research, 62 (3), 379-389. [More Information]

Conference Proceeding

Frow P, and Payne A (2009) The Value Proposition: Towards a Conceptual Model Academy of Marketing Annual Conference 2009; Academy of Marketing, United Kingdom.

2008

Journal Article

Payne A, Storbacka K, and Frow P (2008) Managing the Co-Creation of Value Journal of the Academy of Marketing Science, 36 (1), 83-96. [More Information]

Conference Proceedings

Frow P, and Payne A (2008) The Value Proposition Concept: Evolution, Development and Application in Marketing Academy of Marketing Annual Conference 2008; Academy of Marketing, UK.

Payne A, and Frow P (2008) Focused Value Creation in CRM: The Role of Value Propositions The European Institute for Advanced Studies in Management 5th Research Conference on Relationship Marketing and CRM; The European Institute for Advanced Studies in Management, Belgium.

Wilkinson I, Frow P, Payne A, and Young L (2008) Customer Husbandry: The Rearing, Growing and Fleecing of Customers 11th Australia and New Zealand Marketing Academy Conference ANZMAC 2008; Australian and New Zealand Marketing Academy (ANZMAC), Australia.

Book Chapter

Payne A, and Frow P (2008) A Strategic Approach to Customer Relationship Management The Marketing Book; Butterworth Heinemann, Oxford, UK Burlington, USA, 391-413.

2007

Journal Articles

Frow P (2007) The meaning of commitment in professional service relationships: a study of the meaning of commitment used by lawyers and their clients Journal of Marketing Management, 23 (3-4), 243-265. [More Information]

Frow P, and Payne A (2007) Towards the 'perfect' customer experience Journal of Brand Management, 15 (2), 89-101.

Conference Proceedings

Frow P, Payne A, and Luong A (2007) CRM: A Structured Review of Key Implementation Factors 2007 Relationship Marketing Summit; Universidad Torcuato Di Tella, Argentina.

Payne A, Frow P, and Storbacka K (2007) Relationships and Service-Dominant Logic: Leveraging Co-Creation Opportunities 4th Research Conference on Relationship Marketing and CRM 2007; The European Institute for Advanced Studies in Management, Belgium.

Payne A, Storbacka K, and Frow P (2007) Co-Creation of Value: Diagnosing the Brand Relationship Experience Thought Leaders International Conference on Brand Management 2007; Academy of Marketing, United Kingdom.

2006

Journal Article

Payne A, and Frow P (2006) Customer Relationship Management: from Strategy to Implementation Journal of Marketing Management, 22 (1-2), 135-168.

Conference Proceedings

Payne A, Frow P, and Storbacka K (2006) Towards an Integrated Approach to Co-Creation: Insights from Service-Dominant Logic 3rd Research Conference Workshop on Relationship Marketing 2006; The European Institute for Advanced Studies in Management, Belgium.

Payne A, Frow P, and Storbacka K (2006) Service-Dominant Logic: A Framework for Managing Co-Creation of Value Australian and New Zealand Marketing Academy Conference ANZMAC 2006; Australian and New Zealand Marketing Academy (ANZMAC), Melbourne, Australia.

Book Chapter

Payne A, and Frow P (2006) An Overview of Customer Relationship Management: From Strategy to Implementation CRM Implementation: A Strategic Approach; ICFAI University Press, Punjagutta, India, 23-33.

2005

Journal Article

Payne A, and Frow P (2005) A Strategic Framework for Customer Relationship Management Journal of Marketing, 69 (4), 167-176. [More Information]

Conference Proceedings

Payne A, and Frow P (2005) Customer Relationship Management: From Strategy to Implementation Australian and New Zealand Marketing Academy Conference ANZMAC 2005; Australian and New Zealand Marketing Academy (ANZMAC), Australia.

Payne A, and Frow P (2005) CRM Strategy Formulation and Implementation 2nd Workshop on Relationship Marketing 2005; The European Institute for Advanced Studies in Management, Belgium.

2004

Journal Article

Payne A, and Frow P (2004) The Role of Multi-Channel Integration in Customer Relationship Management Industrial Marketing Management, 33 (6), 527-538. [More Information]

Conference Proceeding

Payne A, and Frow P (2004) Developing a Strategic Approach to Customer Relationship Management Australian and New Zealand Marketing Academy Conference ANZMAC 2004; Australian and New Zealand Marketing Academy (ANZMAC), New Zealand.

Recent Units Taught

  • MKTG6207 Internal Marketing

  • SMBA6006 Innovation in Strategic Marketing

Newsroom articles

  • Does direct selling still work in the internet era? 28 Jul 2018

    The Sydney Morning Herald

    The Sydney Morning Herald quoted Professor Pennie Frow from the Business School about multi-level direct-selling schemes, such as Tupperware, which often attract women into their employment.

See all Newsroom items for Pennie Frow