Wybe Popma

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Research interests

My research interests revolve around Managerial Decision Making in Competitive Contexts as well as Corporate Social Responsibility within ESG-related structures. I have previously published on New Product Announcements and would be willing to look into that area again particularly in relation to start-ups with low brand recognition using social media. My background is in Industrial Engineering and Management (MSc) after which I spent 4 years in the PhD programme of Erasmus University Rotterdam where I did not finish my PhD thesis but was the only Marketing PhD student who got a 3-star article accepted for publication with minor corrections during my time there. I then moved to Brighton Business School where I'm now Prinicipal Lecturer and aim to spend more time doing research in order to progress my career. Happy to discuss options for cooperation and new research projects. 

Supervisory Interests

Managerial Decsion Making regarding CSR and ESG in contexts of coopetition - how does co-opetition impact on decisions around joint CSR initiatives when organisations increasingly differentiate themselves through ESG? In 2019 the CTOs of seven of the world's largest aviation manufacturers published "The Sustainability of Aviation" as a joint statement. Why? How? What for? Similar examples in other industries can be found.

The role of Sustainability Reporting, CSR and ESG disclosures for non-listed firms - public firms are required to provide at least a  minimum of mandatory reporting, smaller private firms are not. What are the benefits and drawbacks of voluntary disclosure and what issues determine the managerial decision making involved?

Corporate responsibility; individual versus organisational responsibility and the role of organisational hierarchy. There is a current discussion in management and philosophy literature about collective and individual responsibility in corporate contexts. Does "corporate" responsibility even exist? What is the role of organisational structure, tacit and explicit responsibility, interpersonal power and the decision-making culture within the organisation? Is the organisation a ship of Theseus or does the power and remuneration structure imply personal responsibility always trumps corporate responsibility?

New Product Announcement credibility and success in crowdfunding contexts - which factors determine the credibility and likelyhood of investment and how? (B2C) Crowdfunding, particularly when used by start-ups, often cannot build on earlier success or existing brand recognition. How are new-product announcements structured, how are they perceived, what elements have which impact on the willingness of the public to invest in the new product?

New Product Announcement through social media - how do B2B companies use and interpret NPAs transmitted through social media channels?  The driving force of social media is the (mostly general) public. Still social media is used more and more by B2B firms to announce new products. What interaction is there between the B2B environment where firms communicate with a usually select number of business customers with specific technical knowledge and the B2C environment where B2B firms depend on a much larger public of non-technical viewers to respond-to and promote the announced new product?





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