PhD Candidate Details
Name: Emma Gardner
Job Title: Doctoral Researcher
10E Muirhead Tower
The University of Birmingham
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.
Business and Professional Services
Knowledge Intensive Services