Dr Tracy Harwood
Telephone: 44+ (0)116 207 8028
Email: tharwood@dmu.ac.uk
Twitter: @tgharwood
Current and previous appointments:
Senior Research Fellow, Institute of
Creative Technologies, since launch in 2006
Principal Lecturer in Marketing,
Faculty of Business and Law, De Montfort University, since 2000
Previously held senior management
posts in medical supplies, commodity trading and publishing industries
Awarded a National Teacher
Fellowship in 2004
Current research interests
Marketing and consumer behaviour in
virtual and offline contexts, including identity, co-creation and
participation, social networks, new creative technologies, digital culture and
impact upon marketing environments.
Methodologies include latest
psycho-physiological analysis technologies using mixed methods of investigation
into transdisciplinary research, working with colleagues in DMUÕs Retail Lab
and New Product Development Centre.
Manages the IOCTÕs Usability Lab.
Selected recent publications
Garry T and
Harwood T (2009). The Moderating
Influence of Client Sophistication on Relationships within Business-to-Business
Credence Service Markets, Journal of Business and Industrial Marketing,
Special Issue: Relationship Marketing Summit: Time to Integrate Perspectives,
24, 5 & 6, pp 380-388. http://hdl.handle.net/2086/3236
Garry T and
Harwood T (2009). Optimising Value Co-creation and Capture within Experience
Environments: The Application of a Business Model to the Machinima Community, Proceedings
of Australia and New Zealand Marketing Academy Annual Conference, 30 Nov-2
Dec, Monash University, Melbourne: Australia. http://hdl.handle.net/2086/3235
Harwood T (2011,
forthcoming). Towards a Manifesto
for Machinima, Journal of Visual Culture.
Harwood T and
Garry T (2010, forthcoming). ItÕs
Mine: Participation and Ownership within Virtual Value Co-Creation
Environments, Journal of Marketing Management. http://hdl.handle.net/2086/3275
Harwood T
(2010). Chapter: Convergence of
Gaming and Virtual Worlds, ed Ciaramitaro B, Virtual Worlds and E-Commerce:
Technologies and Applications for Building Customer Relationships, Sprenger
/ IGI Global, US.
Harwood T
(2010). Participant Observation in
Machinima Research, Games Research Methods Seminar, University of
Tampere, 8-9 April, Finland.
Harwood T and
Garry T (2009). Co-evolution of an
experience environment: the Machinima Community, Proceedings of Naples Forum
on Service: Service Science, S-D Logic and Network Theory, European
Institute of Advanced Management Studies, 16-19 June, University of Naples
Federico II, Capri, Italy. http://hdl.handle.net/2086/3235
Harwood T and
Garry T (2009). Infiltrating an
eTribe: Marketing to the Machinima [Computerised Games] Community, Journal
of Customer Behaviour, Vol. 8, pp 67-84. http://hdl.handle.net/2086/3237
Harwood T
(2008). Profiting from Online
Communities and eTribes: International Colloquium on Relationship Marketing
/ Communication for Profitable Customer Relationship (Chartered Institute
of Marketing), 17 September, Swansea, Wales.
Harwood T, Garry T and Broderick A
(2008). Relationship marketing: dimensions, perspectives and contexts,
McGraw Hill.
Hugill A and
Harwood T Eds (2008). Future of
Creative Technologies, Issue 1, Leicester: Institute of Creative
Technologies/De Montfort University.