Dr Gillian Hopkinson

Senior Lecturer

Research Interests

From my previous professional career I developed an interest in marketing channels - or routes to market - and in the relationships between suppliers, retailers and consumers. I have pursued these interests academically through a PhD that examined franchisor franchisee relationships in car retailing and subsequently in a variety of sectors, most especially the food sector.

My initial conceptual interests in power, narrative and sensemaking in marketing channels lead me now to take a rather unconventional approach in my studies - how do channel members make sense of their world and communicate that to influence others? In this I use a broader definition of the 'marketing channel' than is often applied, to include governments, the media, celebrity chefs and consumer/pressure groups. This approach is apposite to food, given the multiple controversies and key challenges srrounding food - and this lies at the centre of my recent and current work. Recent controversies that I have examined include the inclusion of male dairy calves in the food chain, sustainable fish and regulation concerned with sugar intake. My approach shares some common terrain with those from other disciplines who are exploring food systems, my distinctive marketing-based contribution lies in the particular attention I pay to the food industry and retail as important participants in broader sensemaking systems.

I would welcome approaches from organisations, researchers or prospective PhD students who share some of my interests in food controversies, food systems and food access. Important topics of the moment that share some characteristics I have mentioned above include (but are not limited to) questions of nutrition and especially sugar and also genetically modified foods.

I have worked with several major companies, most especially through collaborative sector-wide groups. For example, research I undertook and reported to The Responsible Alcohol Sales Group fed into the development of a new inter-agency collaborative approach to reduce alcohol sales and harm amongst young people (Community Alcohol Partnerships).

Intercultural household food tensions: a relational dialectics analysis
Rogan, D., Piacentini, M.G., Hopkinson, G.C. 23/05/2018 In: European Journal of Marketing. 45 p.
Journal article

Bodysnatching in the marketplace: Market-focused health activism and compelling narratives of dys-appearance
Cronin, J.M., Hopkinson, G.C. 20/11/2017 In: Marketing Theory.
Journal article

Making a market for male dairy calves: alternative and mainstream relationality
Hopkinson, G.C. 06/2017 In: Journal of Marketing Management. 33, 7-8, p. 556-579. 24 p.
Journal article

Women entrepreneurs: how power operates in bottom of the pyramid-marketing discourse
Hopkinson, G.C., Aman, A. 18/04/2017 In: Marketing Theory. 17 p.
Journal article

"When people take action ...": mainstreaming malcontent and the role of the celebrity institutional entrepreneur
Hopkinson, G., Cronin, J. 10/2015 In: Journal of Marketing Management. 31, 13-14, p. 1383-1402. 19 p.
Journal article

Network graffiti: interaction as sensemaking
Hopkinson, G. 07/2015 In: Industrial Marketing Management. 48, p. 79-88. 10 p.
Journal article

Rejoinder to Hunt's "The bases of power approach to channel relationships"
Blois, K., Hopkinson, G. 2/04/2015 In: Journal of Marketing Management. 31, 7-8, p. 765-773. 9 p.
Journal article

How stories make it: antenarrative, graffiti and dead calves
Hopkinson, G. 2015 In: Untold stories in organisations. London : Routledge p. 285-317. 33 p.
Chapter (peer-reviewed)

Problematizing the need for warm proximity:: a note on the interpretive potential and social interventionism of watching documentary film
Cronin, J., Hopkinson, G. 2015
Conference paper

Power base research in marketing channels: a narrative review
Hopkinson, G., Bois, K. 04/2014 In: International Journal of Management Reviews. 16, 2, p. 131-149. 19 p.
Journal article

Exit, voice, loyalty: a supplier’s perspective
Jackson, K., Hopkinson, G., Jackson, J. 9/09/2013 , 30 p.
Discussion paper

The use and abuse of French and Raven in the channels literature
Blois, K., Hopkinson, G. 30/04/2013 In: Journal of Marketing Management. 29, 9-10, p. 1143-1162. 20 p.
Journal article

Boundary work and identity construction in market exchanges
Ellis, N., Jack, G., Hopkinson, G.C., O'Reilly, D. 09/2010 In: Marketing Theory. 10, 3, p. 227-236. 10 p.
Journal article

Identity challenge: constructing and sustaining a contested workplace self
Hopkinson, G.C., Humphreys, M. 2010 In: 9th International Conference of Organisational Discourse (Amsterdam) - 2010. N/A : unknown
Conference contribution

Identity metaphors in Chinese inter-organizational relationships
Ou, J., Hopkinson, G.C. 2010 In: 9th International Conference of Organisational Discourse (Amsterdam) - 2010. N/A : unknown
Conference contribution

The changing structure of distribution channels in Pakistan
Aman, A., Hopkinson, G.C. 2010 In: International Journal of Retail and Distribution Management. 38, 5, p. 341-359. 19 p.
Journal article

I just tend to wear what I like: contemporary consumption and the paradoxical construction of individuality
Newholm, T., Hopkinson, G.C. 2009 In: Marketing Theory. 9, 4, p. 439-462. 24 p.
Journal article

The construction of managerial knowledge in business networks: managers' theories about communication
Ellis, N., Hopkinson, G.C. 2009 In: Industrial Marketing Management. 39, 3, p. 413–424. 12 p.
Journal article

Stories: how they are used and produced in market(ing) research
Hopkinson, G.C., Hogg, M.K. 2006 In: Handbook Of Qualitative Research Methods In Marketing. Cheltenham : Edward Elgar p. 156-174. 19 p. ISBN: 1845421000.

Teaching and learning about qualitative research in the social sciences: an experiential learning approach amongst marketing students
Hopkinson, G.C., Hogg, M.K. 2004 In: Journal of Further and Higher Education. 28, 3, p. 307-320. 14 p.
Journal article

Stories from the front-line: how they construct the organisation
Hopkinson, G.C. 2003 In: Journal of Management Studies. 40, 8, p. 1943-1969. 27 p.
Journal article

Valuing customer relationships: using the capital asset pricing model (CAPM) to incorporate relationship risk
Hopkinson, G.C., Lum, C.Y. 2002 In: Business Strategy and the Environment. 10, 3, p. 220-232. 13 p.
Journal article

"What happened was ..." broadening the agenda for storied research
Hopkinson, G.C., Hogarth-Scott, S. 2001 In: Journal of Marketing Management. 17, 1, p. 27-48. 22 p.
Journal article

Influence in marketing channels: a sense-making investigation
Hopkinson, G.C. 2001 In: Psychology and Marketing. 18, 5, p. 423-444. 22 p.
Journal article

A factor analytic study of the sources of meaning in hedonic consumption
Hopkinson, G.C., Pujari, D. 1999 In: European Journal of Marketing. 33, 3, p. 273-290. 18 p.
Journal article

Franchise relationship quality: micro-economic explanations
Hopkinson, G.C., Hogarth-Scott, S. 1999 In: European Journal of Marketing. 33, 9, p. 827-843. 17 p.
Journal article

  • Centre for Consumption Insights
  • Management and Society
  • Networks, Knowledge and Strategy


Quadruple-accredited world-ranked