Emma Gardner

PhD Candidate Details

Name: Emma Gardner

Job Title: Doctoral Researcher

Contact Information:

10E Muirhead Tower
The University of Birmingham
B15 2TT

Email: ecg867@bham.ac.uk


  • MSc International Business, University of Birmingham
  • BA (Hons) Modern Languages (French, German, Chinese), University of Birmingham


Emma commenced her doctoral research in September 2013 after completing an MSc in International Business and a BA (Hons) in Modern Languages at the University of Birmingham.

Emma’s research focuses on commoditisation and value attainment in business and professional service firms (BPS) within the West Midlands. This research is being supervised by Professor John Bryson and Dr Rachel Mulhall. She is in receipt of a Midlands Excellence PhD Scholarship.

Increasing competition in the service sector has resulted in growing price-based competition as firms undercut prices to attract customers. Some service industries are becoming increasingly commoditised. Emma’s research will provide a theoretically-grounded empirical analysis of commoditisation in BPS firms. This includes understanding how firms are changing their business models and value propositions to resist commoditisation and how they are differentiating themselves from competitors through service quality.

Research interests

  • Business and Professional Services
  • Knowledge Intensive Services
  • Commoditization