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Using Strategic Marketing to Drive Business Development: The Impact of Research on Branding, New Product Development and Knowledge Based Communities of Practice

Summary of the impact

Multi-disciplinary research in strategic management and marketing at Northumbria University's Newcastle Business School has helped Renown Engineering Group (RE) to reposition itself from a "product manufacturer" to a "knowledge based high margin service provider". The direct impact of the university/RE partnership is a significant £4 million increase in sales; a 30% increase in sales margins and a significant increase in profits. Applying insights from the same body of research the Business School has also assisted NE-based companies TASS and Modrec (through different KTPs) to implement successful business and brand development as well as product and market diversification strategies and helped Sunderland City Council (SCC) develop their branding tools and values.

Submitting Institution

Northumbria University Newcastle

Unit of Assessment

Business and Management Studies

Summary Impact Type

Economic

Research Subject Area(s)

Information and Computing Sciences: Information Systems
Education: Specialist Studies In Education
Commerce, Management, Tourism and Services: Business and Management

Improving organisational attainment through increasing trust in stakeholder relationships

Summary of the impact

University of Reading research produced a tool to measure the key drivers of stakeholder behaviour. This has been applied in a wide range of situations — notably when organisations have set out to improve relationships with stakeholders in complex and potentially high risk situations.

Four examples are given here.

  • Shell, which has used the tool as the foundation of its global stakeholder engagement policy. Some of the company's senior leaders from around the world have been trained in how to use the tool, which guides interaction with stakeholders on issues such as gas exploration, the use of unconventional gas and employee engagement.
  • Unilever, where the tool is used to inform communications strategy in relation to sustainability among key stakeholders, particularly employees, key opinion formers and across the global supply chain.
  • HM Revenue & Customs (HMRC), where the tool is used to guide and improve relationships with individual, SME and large corporate taxpayers, thus leading to more efficient tax collection.
  • Oxfam where the tool is used to train the charity's lead officers around the world how to better respond to emergencies and humanitarian disasters.

Submitting Institution

University of Reading

Unit of Assessment

Business and Management Studies

Summary Impact Type

Societal

Research Subject Area(s)

Commerce, Management, Tourism and Services: Business and Management

Strategic Regional Development through Knowledge Transfer

Summary of the impact

This interdisciplinary research work in the areas of Knowledge Management (KM), e-Business, enterprise systems, Customer Relationship Management (CRM), and Supply Chain Management resulted in socio economic impact through improved organisational performance in 90 companies in the North West, resulting in process improvements, enhanced productivity, marketability, increased revenues, employment, reduced costs, enhanced knowledge capital, profitability, and sustainability. This positive regional impact included an ERDF funded project (£1.4m), 5 KTPs (£500,000), an ESRC project, and other bespoke collaborative company projects. This research work in collaboration with industry encompassed a knowledge sharing regional network that included BAE Systems, Daimler, Northwest Aerospace Alliance, APPH Group — BBA Aviation, Hyquip Limited, Alliance Learning Limited, Darts Corner Limited etc.

Submitting Institution

University of Bolton

Unit of Assessment

Communication, Cultural and Media Studies, Library and Information Management 

Summary Impact Type

Economic

Research Subject Area(s)

Information and Computing Sciences: Information Systems
Commerce, Management, Tourism and Services: Business and Management

Implementation of a new Organisational Knowledge Management and e-Student System for use by Macedonia Higher Education.

Summary of the impact

This case study demonstrates how the application of GRBOM has been used to deliver a national e-student system. Key impacts include:

  • Providing an e-student CRM system accommodating 80% of the student population in Macedonia;
  • Savings of 237,014 student days with associated direct cost savings of 2.2million euros;
  • Administrative and academic savings of 1,058 days and savings of 43,660 euros;
  • Providing students with greater choice in the selection of their degree subject and modules;
  • Providing the first electronic communication infrastructure integrating students, academics and their universities;
  • Providing architecture and methodologies for CRM systems and an e-platform for adoption by Macedonia's Government in other sectors.

Submitting Institution

London South Bank University

Unit of Assessment

Business and Management Studies

Summary Impact Type

Economic

Research Subject Area(s)

Information and Computing Sciences: Computer Software, Information Systems
Commerce, Management, Tourism and Services: Business and Management

The impact of systems integration research on business improvement: the creation of a strategic management information database

Summary of the impact

Building on research in integrated information systems and their impact on organisational culture, Newcastle Business School (NBS), via a two-year Knowledge Transfer Partnership (KTP 8193), assisted Inpipe Products (IPP) to increase its operational efficiency and turnover. IPP is a world leading company in the design, manufacture, supply and rental of pipeline maintenance equipment for the global oil and gas industry. The KTP explored and developed the cultural environment for successful implementation of an integrated information system. The result for the company is improved operational efficiency, with the processing time for products from sales to engineered drawings reduced from five hours to 15 minutes, a reduction in late deliveries due to better information on product specification and a 14% reduction in rejected products. Product sales turnover has increased from £5.5 million to £6 million per year.

Submitting Institution

Northumbria University Newcastle

Unit of Assessment

Business and Management Studies

Summary Impact Type

Technological

Research Subject Area(s)

Information and Computing Sciences: Information Systems
Commerce, Management, Tourism and Services: Business and Management

Informing Debate and Improving Preparedness to Extreme Events

Summary of the impact

In the wake of a series of terrorist attacks (e.g. 9/11, the London bombings of 2005), there has been an increased awareness of the importance of governmental, organisational and civil society's preparedness for responding to major catastrophic events. Dr Sullivan-Taylor's research examines risk and resilience management of extreme events by taking a practice-based point of view that seeks to integrate private and public sector management. As a result of the research, policy-makers have a more robust evidence base to draw on and individual organisations are better placed to ensure their own resilience through improved business planning.

Submitting Institution

University of Warwick

Unit of Assessment

Business and Management Studies

Summary Impact Type

Societal

Research Subject Area(s)

Information and Computing Sciences: Information Systems
Commerce, Management, Tourism and Services: Business and Management

Redesigning strategic change to enhance employee engagement during intense organisational transformation

Summary of the impact

The Change Management Consortium (CMC) is a collaborative network of academics and organizations seeking to improve knowledge and practice on staff engagement in the strategic implementation of change. Research done at the University of Bath has helped organizational members of the CMC internally to improve employee trust and to build commitment to change. The CMC provides member organizations (including: Aviva, Ernst & Young, GKN, GlaxoSmithKline, Kraft Foods, the Ministry of Defence and T-Mobile) with opportunities to utilise highly relevant research findings in order to create cross-organizational dialogues on improving practice. The broad aim of the research is to move from strategies for change based on alignment with management requirements, to strategies for change informed by employee engagement. One of the CMC members, Her Majesty's Revenue and Custom's (HMRC) provides a specific case example of the benefits of this research, which led to acknowledged improvements in trust and employee engagement.

Submitting Institution

University of Bath

Unit of Assessment

Business and Management Studies

Summary Impact Type

Societal

Research Subject Area(s)

Commerce, Management, Tourism and Services: Business and Management
Psychology and Cognitive Sciences: Psychology

Knowledge Management Case Study

Summary of the impact

This case study focuses upon research surrounding knowledge management (KM) practice and implementation (organisational change). The case study utilises research and impact from the Systems Thinking and Organisational Change Research Group (SYTOC), which existed in Derby Business School between 2007 and 2012.

Impact included enhanced business process and practice for many organisations through the significant dissemination of the research. The core group of SYTOC includes Longbottom, Dexter, Marshall and Seddon, visiting professor and a leading authority on change in the public sector.

Submitting Institution

University of Derby

Unit of Assessment

Business and Management Studies

Summary Impact Type

Societal

Research Subject Area(s)

Commerce, Management, Tourism and Services: Business and Management
Studies In Human Society: Policy and Administration

Influencing Policy, Practice and Professional Education in Response to the Growth of Shared Service Centres

Summary of the impact

Loughborough University research into the threats and opportunities presented by the growth of shared service centres has directly influenced the strategies and practices of a wide range of organisations confronted by changes in the provision of business support services. It has influenced the educational policy of the world's largest professional body of its kind, the Chartered Institute of Management Accountants, which has acknowledged the work as "an exemplar" that has had a "profound effect" on the industry. Through a pioneering forum for sharing business knowledge, it has also helped to shape the working methods of global companies, including Rolls-Royce, national organisations, including the Post Office, and numerous SMEs and new firms.

Submitting Institution

Loughborough University

Unit of Assessment

Business and Management Studies

Summary Impact Type

Societal

Research Subject Area(s)

Information and Computing Sciences: Information Systems
Commerce, Management, Tourism and Services: Business and Management

Salford Process Reengineering Involving New Technology

Summary of the impact

Research at the University of Manchester, focusing on process systems in advanced architecture for large systems, has enabled the development and successful implementation of the Salford Process Reengineering Involving New Technology (SPRINT) method within Salford City Council. SPRINT is a change and innovation method tailored to the needs of the public sector. Having been adopted as the standard for all Local Authorities in 2004, the SPRINT methodology aided Salford City Council in achieving savings of £20M by 2011. It has been further used in projects in Education and Housing where it has delivered cost savings of £0.5M.

Submitting Institution

University of Manchester

Unit of Assessment

Business and Management Studies

Summary Impact Type

Technological

Research Subject Area(s)

Information and Computing Sciences: Artificial Intelligence and Image Processing, Information Systems
Education: Specialist Studies In Education

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