rjmarktg

Department of Marketing

  • Center for Tourism and Hospitality Management (THM)
Richard
Gyrd-Jones
Professor with special responsibilities
,
PhD


Room: SOL/C3.21
Tel:
+4538152242
E-mail: rj.marktg@cbs.dk
Presentation

Dr Richard Gyrd-Jones’ research focuses on challenges to managing brands in the context of multiple stakeholder eco-systems. He examines critically the discipline of branding as a constitutive force in society. He is co-founder of the Brand Meaning Network (link: http://www.cbs.dk/en/research/departments-and-centres/department-of-mark...), which brings together top international scholars in the area of brand meaning co-creation. His most recent research follows several paths. Firstly, he looks at brand identity co-creation and issues around the implementation of branding strategies at a managerial level. Secondly, he studies brands in a wider societal context and its role in and interaction with the performativety of personal brands.


He works closely with new ventures in both his research and through multiple workshop formats to help start-ups build their brand.  He achieves consistently high evaluations in his teaching at undergraduate, graduate and executive levels. He has been the programme coordinator of the MSc programme in Branding & Communications Management at CBS (link: http://www.cbs.dk/uddannelse/kandidatuddannelser/candmerc/marketing/bran...) which is ranked Number 1 in Western Europe by best-masters.com (link: http://www.best-masters.com/ranking-master-corporate-communication-in-we...

Richard Gyrd-Jones is a Docent in Brand Management at Oulu Business School, Finland (link: http://www.oulu.fi/oulubusinessschool/)

Richard Gyrd-Jones is a member of the Advances in Branding Research Cluster (link: 
https://www.cbs.dk/en/research/departments-and-centres/department-of-mar...)

Primary research areas
  • Brand Mangement
  • Corporate Branding
  • Brand Value & Meaning
  • Branding in Social Media
  • Brand Eco-systems
  • Branding in New Ventures
  • B-to-B Branding
Administrative tasks

Departmental Service and Administrative Tasks

2016 – 2024: DVIP Coordinator, Department of Marketing

2016 - 2020: IT and Web Committee Chair

 

CBS Service and Administrative Tasks

2023: Member of CBS Strategic Program Portfolio Review (SPPR) working group 

2019-present: Programme Coordinator, MSc Brand & Communications Management. (Budget responsible)

2020- present: Member of the BSc Market and Cultural Analysis (HA(MAK)) Study Board

2020 – present: Appeals Board BSc Market and Cultural Analysis (HA(MAK))

2019: Member of the BSc (HA) Market and Cultural Analysis (HA(MAK)) Interim Study Board

2018: Member of the BSc (HA) Market and Cultural Analysis Task Force

2014 – 2021: Member of BA International Marketing & Communications (IMK) Study Board

2005 – 2010: Programme Coordinator, MSc Marketing Communications Management. (Budget responsible)

2005 – 2008: Member of BSc Business Administration & Service Management (SEM) Study Board

Link to this homepage
www.cbs.dk/en/staff/rjmarktg
Courses


Brand Strategy & Business Processes (cand.merc. & BCM) Open Innovation & Branding (cand.merc. elective)

Minor coordinator: Excellence in Brand Strategy & Analytics.

CBS 2013-Present
Masters Level: Perspectives in Strategic Brand Management (cand.merc. BCM), Corporate Branding & Communities (cand.merc. SMC), Brand Governance (cand.merc. BCM), Retail Branding & Innovation (cand.merc. elective), Advanced Perspectives in Brand Co-Creation: Innovation opportunities and ethical challenges (cand.merc. elective), Open Innovation  Branding (cand.merc. elective) Bachelor Level: Multidisciplinary Case: Brand Management (IMK), Cross-cultural Studies for Marketing (IMK)

Griffith University 2010-2012
Masters Level: Branding, Retail Branding & Innovation, Integrated Marketing Communication.
Diploma Level: eCRM, Corporate Communications Bachelor Level: Strategic International Marketing School Outreach: Marketing & International Management

iESEG, Lille, France 2011
Masters Level: Retail Branding & Innovation

Supervision

Masters Thesis Projects: 100+ Bachelor Projects

2020 - 2024: Marija Sarafinovska, CBS: “Brand Co-creation and Ethics: Stakeholder Perception of the Ethicality of Co-creation process” (Secondary Supervisor)
2014 - 2018: Anna-Bertha Heeris Christensen, CBS: “Understanding Brand Value Formations within Social Media Practices: An Investigation of How Value Emerges in Online Habitus between Brands, Consumers and Influencers” (Principal Supervisor)
2010 - 2014: Nicky Nedergaard, CBS: "Creating a Sustainable Operating Model for Design in Business: The role of brand in aligning company resources and custom value creation" (Principal Supervisor)
2010 - 2014: Natasha Cox, Griffith University: "Destination Brand Architecture: An exploratory study of nature-based destinations" (Principal Supervisor)
2010 - 2012: Husam Alnaimi, Griffith University: "Relationship Marketing in the Jordanian Internet Sector: The inclusion of switching behavior and relational bonds into the relationship marketing model" (Principal Supervisor)
PhD – Evaluation Committees
2021: Janina Schaumann, Lund University: “Stakeholder-Based Brand Equity: A qualitative study of its development through firm-stakeholder interactions in emerging markets” (Opponent)
2018: Anna Alapeteri, Oulu Business School: “The Effects of Using English as a Business Lingua Franca on Spoken Brand Co-Creation Communication – A discursive approach” (Opponent)
2015: Pernille Ryden, CBS: “Tool or Transformation: Strategic cognition of social media in business-customer interaction” (pre-defence)
2014: Christian Koch, Lund University: “Corporate Brand Positioning: Case studies across firm levels and over time.” (Committee)
2012: Jannie Adamsen, Griffith University: “An Australian Choice Study: Food for thought.” (Committee chair)

Selected publications
  • Christensen, A-B.H., Gyrd-Jones, R. & Beverland. M. (2024). " Dialectical Emotional Labour in Digital Person-Branding: The Case of Social Media Influencers" Organization Studies. Vol 45, no 4: pp. 571-591.
  • Markovic, S., Gyrd-Jones, R.I., von Wallpach, S. & Lindgreen, A. (2022). Research Handbook on Brand Co-Creation: Theory, Practice and Ethical Implications. Cheltenham, UK: Edward Elgar.
  • Koch, C. & Gyrd-Jones, R.I. (2019). Corporate brand positioning in complex industrial firms: Introducing a dynamic, process approach to positioning. Industrial Marketing Management. Vol. 81: pp. 40-53.
  • Törmälä, M. & Gyrd-Jones, R.I. (2017). Development of New B2B Venture Corporate Brand Identity: A narrative performance approach. Industrial Marketing Management, Vol 65: pp. 76-85.
  • Kornum, N., Gyrd-Jones, R., Al Zagir, N., & Brandis, K. A. (2017). Interplay between intended brand identity and identities in a Nike related brand community: Co-existing synergies and tensions in a nested system. Journal of Business Research. Vol 70: pp. 432-440.
  • Gyrd-Jones, R.I. & Kornum, N. (2013). Managing the co-created brand: Value and cultural complementarity in online and offline multi-stakeholder ecosystems. Journal of Business Research, vol 66, no 9, pp. 1484-1493.
  • Nedergaard, N. & Gyrd-Jones, R.I. (2013). Sustainable Brand-Based Innovation: The role of corporate brands in driving sustainable innovation. Journal of Brand Management, Vol.20, no.9: pp. 762-778.
  • Jones, R.I. (2005). “Finding Sources of Brand Value. Developing a stakeholder model of brand equity,” Journal of Brand Management, vol. 13, no. 1, pp. 10-32.
Publications sorted by:
2024
Anna-Bertha Heeris Christensen; Richard Gyrd-Jones; Michael B. Beverland / Dialectical Emotional Labour in Digital Person-Branding : The Case of Digital Influencers.
In: Organization Studies, Vol. 45, No. 4, 4.2024, p. 571-591
Journal article > peer review
2023
Kaisa Aro; Kati Suomi; Richard Gyrd-Jones / Layers of Love : Exploring the Interactive Layers of Brand Love in the Social Media Setting.
In: European Journal of Marketing, Vol. 57, No. 13, 2023, p. 87-110
Journal article > peer review
2022
Stefan Markovic; Richard Jones; Sylvia von Wallpach; Adam Lindgreen / Preface
In: Research Handbook on Brand Co-creation: Theory, Practice and Ethical Implications. . ed. /Stefan Markovic; Richard Jones; Sylvia von Wallpach; Adam Lindgreen. Cheltenham : Edward Elgar Publishing 2022, p. xxiv–xxxiv
Preface/postscript
Stefan Markovic (Editor) ; Richard Jones (Editor) ; Sylvia von Wallpach (Editor) ; Adam Lindgreen (Editor) / Research Handbook on Brand Co-Creation : Theory, Practice and Ethical Implications.
Cheltenham : Edward Elgar Publishing 2022, 448 p.
Anthology > peer review
2021
Richard Jones; Niels Kornum / Individual and Collective Identities in Consocial Communities : Theorising New Forms of on and Offline Social Practice in Relation to Tensions between Individual and Collective Identities .
In: Proceedings of the European Marketing Academy (EMAC) Conference 2021: Marketing for Growth. . ed. /Abel Monfort. Brussels : European Marketing Academy. EMAC 2021, 1 p.
Conference abstract in proceedings > peer review
2020
Anna-Bertha Heeris Christensen; Richard Gyrd-Jones; Michael B. Beverland / Digital Exploitation through Emotional Labour : The Work-practices of Influencers.
Paper presented at 36th EGOS Colloquium 2020, 2020
Paper > peer review
2019
Christian H. Koch; Richard I. Gyrd-Jones / Corporate Brand Positioning in Complex Industrial Firms : Introducing a Dynamic, Process Approach to Positioning.
In: Industrial Marketing Management, Vol. 81, 8.2019, p. 40-53
Journal article > peer review
2018
Sylvia von Wallpach; Richard Gyrd-Jones; Stefan Markovic / Brand Co-creation : Innovation Opportunities and Ethical Challenges. Special Interest Group Proposal.
In: Proceedings of the European Marketing Academy (EMAC) Conference 2018: People Make Marketing. . ed. /Kathy Hamilton; Matthew Alexander; Spiros Gounaris; Maria Karampela; Ewelina Lacka. Brussels : European Marketing Academy. EMAC 2018, 1 p. (Proceedings of the European Marketing Academy)
Conference abstract in proceedings > peer review
Stefan Markovic; Sylvia von Wallpach; Richard Gyrd-Jones / Multi-stakeholder Knowledge Sharing and Brand Co-creation : Ethical Considerations.
In: Proceedings of the European Marketing Academy (EMAC) Conference 2018: People Make Marketing. . ed. /Kathy Hamilton; Matthew Alexander; Spiros Gounaris; Maria Karampela; Ewelina Lacka. Brussels : European Marketing Academy. EMAC 2018, 1 p. (Proceedings of the European Marketing Academy)
Conference abstract in proceedings
2017
Minna Törmälä; Richard I. Gyrd-Jones / Development of New B2B Venture Corporate Brand Identity : A Narrative Performance Approach.
In: Industrial Marketing Management, Vol. 65, 8.2017, p. 76-85
Journal article > peer review
More results... (total 60 results)
Research Projects
Outside activities

Visiting professorships:

2024: University of Paris Dauphine-PSL
2020-22: University of Turku
2020: IAE Paris Sorbonne Business School