Prof Jonathan Deacon
PhD (Ulster Business School – Marketing, Entrepreneurship and Strategy),
MA Marketing, PGCE (Wales), Dip M CIM, BSc (Hons) (Wales) Business Administration.
Jonathan is a graduate of the University of Wales and Ulster Business School; he is an elected fellow of The Chartered Institute of Marketing (CIM), a member of the Academy of Marketing and Global Vice Chair of CIM’s Board of Trustees. His research focuses on how small, entrepreneurial and fast growth firms ‘go to market’, he is adjunct Professor of Exchange – the USW Business development hub and is a co-director of the USW Marking Business Happen Awards.Jonathan has extensive experience as a consultant and management workshop facilitator with a wide range of organisations, both private and public. He is a visiting academic at: Duale Hochschule Baden-Wurttemberg, Heidenheim; STIP Project, Swansea University; School of Engineering, Cardiff University. Jonathan is a regular commentator on small business marketing strategy in the national media.
Before being enticed into academia, Jonathan was a successful entrepreneur having managed start-up ventures through to fast growth with MBO exits across a number of commercial sectors. He currently holds a number of directorships and non exec roles within SMEs.
Professor of Marketing and Entrepreneurship
Adjunct Professor to USW Exchange
Co-director of the Making Business Happen Awards
Member of the Faculty Quality Assurance Committee
PI – ASTUTE project
PI – LSkIP Large Employers Research
Journals – selected:
Morrish, S.C, and Deacon, J.H (2010),"Entrepreneurial marketing in SMEs: An exploratory case study,” International Journal of Entrepreneurial Behaviour and Research.
Morrish, Sussie C. , Miles, Morgan P. and Deacon, Jonathan H.(2010) ‘Entrepreneurial marketing:
acknowledging the entrepreneur and customer-centric interrelationship’, Journal of Strategic Marketing, 18: 4, 303 — 316.
Shepherd, C., Marchisio, G., Morrish, S.C, Deacon, J.H and Miles, M. (2010) ‘Entrepreneurial Burn Out – exploring antecedents, dimensions and outcomes’’, Journal of Research in Marketing and Entrepreneurship Vol 12, 1, 2010.
Harris, J.A, and Deacon, J.H (2010) “Marketing in context – The marketing authenticity of owner/entrepreneurs of small firms: Case evidence from Welsh (UK) SME food and drink producers and retailers” Small Enterprise Research Journal.
Morrish, S.C, and Deacon, J.H (2011),"A Tale of Two Spirits: Entrepreneurial Marketing at 42 Below Vodka and Penderyn Whisky,” Journal of Small Business and Entrepreneurship, 24 (1) pp 113 – 124.
Deacon, J.H., and Harris, J.A (2011) “The Masters in Business and Enterprise Development (MA BED): longitudinal investigation of blended and reflective learning enterprise and entrepreneurial education”, Journal of Reflective Practice (SI: Reflective Learning and the Small Firm).
Deacon, J. H. and Harris J.A. (2011) ‘A conceptualisation of the meaning and operation of a language for marketing in context’, Journal of Research in Marketing and Entrepreneurship, Vol 13: 2.
Deacon, J. H., Harris J.A and Worth, L. (2014), ‘Who leads? Fresh insights into roles and responsibilities in a heterosexual copreneurial business’, International Journal of Gender and Entrepreneurship. Volume 6 (3).
Uslay, C., Whalen, P., Deacon, J., Omura, G., Eggers, F., Hills, G., Giglierano, J., Hills, G., Gilmore, A., Hansen. D., McAuley, A., Hultman, C., Kasouf, C., Jones, R. and Pascal, V. (2015) ‘Anatomy of Competitive Advantage: Towards a Contingency Theory of Entrepreneurial Marketing’, Journal of Strategic Marketing (forthcoming: Volume 23 (5)).
Books – selected:
Deacon J.H. (2007) ‘Marketing 2020’, in: Challenges for the future orientated corporate policy, Gramlich, D. (ed), Deutscher Universitätsverlag/ Gabler Edition Wissenschaft, Germany (chapter).
Morrish, S.C, Miles, M. and Deacon, J.H (2011) ‘Entrepreneurial Marketing’ The Blackwell Encyclopaedia of Management – Entrepreneurship Encyclopaedia,3rd edition, (eds): Kuratco, D and Morris, M.
Deacon J.H. (2011) ‘Contextual Marketing’ in Encyclopaedia of New Venture Management; Matt Marvel, J. Geoffrey Golson, Thousand Oaks, CA, SAGE Publications, Inc.
Deacon, J.H and Harris, J.A, ‘Contextual Marketing’, in Sethna, Z., Jones, R. and Harrigan, P. (eds.) Entrepreneurial Marketing: A Global Perspective, Emerald Group Publishing (1 July 2013), ISBN: 978-1781907863.
Miles, M., Morrish, S., Deacon, J.H and Darroch, J. ‘Entrepreneurial Marketing in Larger Organisations’, in Sethna, Z., Jones, R. and Harrigan, P. (eds.) Entrepreneurial Marketing: A Global Perspective, Emerald Group Publishing (1 July 2013), ISBN: 978-1781907863.
Deacon, J.H and Harris, J.A, (2014) ‘A longitudinal reflection of blended/reflexive enterprise and entrepreneurial education’, in Higgins, D., (Ed.) Reflective Learning in Management, Development and Education, Routledge, ISBN: 978-0-415-70442-7.
Jones, R., Miles, M., Morrish, S. and Deacon, J. (2015) ‘Entrepreneurial Marketing – Past, Present and Future’, in Sage Handbook of Marketing Research (forthcoming).
Refereed Proceedings – selected:
Deacon, J. H., Harris, J. A. and Kammerer, K (2008) ‘The marketing of the interface: media representation of enterprise and its effect upon entrepreneurs’, UIC Research Symposium on Marketing and Entrepreneurship, Swedish Business School Orebro Sweden, Stockholm.
Deacon, J. H., Carson, D. and Gilmore, A. (2008) ‘Contextual Marketing: the meaning and operation of the language for marketing: A conceptual framework’, UIC Research Symposium on Marketing and Entrepreneurship, Swedish Business School Orebro Sweden, Stockholm.
Morrish, S.C. and Deacon, J.H. (2008) ‘Entrepreneurial Marketing: A Comparative Case Study of 42Below Vodka and Penderyn Whisky’, 6th AGSE International Entrepreneurship Research Exchange, February 3-6, 2009.
Deacon, J.H, Harris, J.A, (2010) Contextual Marketing: Marketing in the small firm: Case evidence in the food and drink producers (within South East Wales) sector of CoP and CoI phenomena (Communities of Practice and Communities of Interest), ERBF Conference (proceedings), Finland, Sept 2010.
J H. Deacon, V J. Pascal, and Morrish, S.C. (2010) ‘CONTEXTUAL MARKETING: LIFE IN THE FAST LANE – THE HOTROD TRIBE, UIC Symposium, AMA Boston MA.
Harris, J.A, Deacon, J.H (2010) “Marketing in context – The marketing authenticity of owner/entrepreneurs of small firms: Case evidence from Welsh (UK) SME food and drink producers and retailers” 11th AGSE Conference (proceedings), Swinburne University, Melbourne, Australia, Feb 2011.
Harris, J.A, Deacon, J.H (2010) “The Masters in Business and Enterprise Development (MA BED): longitudinal investigation of blended enterprise and entrepreneurial education” Institute for Small Business and Entrepreneurship (ISBE) Conference, The Connaught Rooms, London. UK. November 2010.
James, J., Deacon, J.H. and Huxtable-Thomas, L. (2014) ‘Relationship Marketing in High Technology Based SMEs’, Robson, J. (ed.) (2014) Marketing Dimensions: People, places and spaces, – Academy of Marketing Conference, 8-10 July 2014, Bournemouth: Bournemouth University.
Deacon, J.H. and Gilmore, J.G., (2014) ‘Contextual marketing: Paradox, contradiction and ego in entrepreneurial SME owner/managers’, Robson, J. (ed.) (2014) Marketing Dimensions: People, places and spaces, – Academy of Marketing Conference, 8-10 July 2014, Bournemouth: Bournemouth University.
Deacon, J.H. and Khraiwish, A. (2014) ‘Entrepreneurial networks and international opportunity recognition: A Case study from an online entrepreneurial venture in Jordan’, Emerging Themes in Business Conference, University of South Wales, 02:05:14 City Campus.
James, J., Deacon, J. H. and Huxtable-Thomas, L. (2014) ‘Relationship Marketing in High Technology Based SMEs: A customer perspective’, Academy of Marketing Science Conference, 2014.
Tomos, F., Djebarni, R., Deacon, J.H. and Balan, C., (2015) ‘Mixed Research Methods: Former and New Trends in Women Entrepreneurship Research’, ECRM 2015 Malta.
Tomos, F. and Deacon J.H. (2015) ‘Models of Learning and Adult Learners: Women Entrepreneurs’, The Institute of Small Business and Entrepreneurship, Gender and Entrepreneurship Network ‘Confreat’ (conference/retreat) 2015 Leeds, UK.
Conferences – selected:
Pascal, V. J., Cooney, V., Deacon, J.H. and Schwartz, R.G. (2008) ‘Serial Entrepreneurs at the Marketing Interface: A Cross Cultural Comparison of US and UK Entrepreneurs’, BCERC Babson College Entrepreneurship Conference, University of North Carolina, Chapel Hill.
Miles, M., Deacon, J.H and Morrish, S.C (2009) ‘Entrepreneurial Burn Out’, UIC Research Symposium on Marketing and Entrepreneurship: American Marketing Association, Chicago Business School IL.
Deacon, J.H. (2010) ‘Research at the Marketing Entrepreneurship Interface: origins and future direction’, ANZMAC Conference, University of Canterbury, New Zealand (December) (SIG panel member).
Deacon, J.H, Morrish, S.C, and Miles, M. (2010) , ‘Entrepreneurial marketing: definitions and research ’, Academy of Marketing Special Interest Group: Entrepreneurial and SME Marketing, Ulster University, September 2010.
Deacon, J.H, and Harris, J.A. (2014), ‘The Individual as marketer: the psychological and sociological process of going to market’, Entrepreneurial and Small Business Marketing , Special Interest Group – International Research Symposium, University of Birmingham, September 2014.
Deacon, J.H. (2008) ‘Heads of the Valleys Experience – Social Enterprise’, Institute of Welsh Affairs – White Paper Series, Cardiff, February
Deacon, J.H. (2007) ‘Creative Soup – conceptualising the opportunities’, Creative Industries Sector Strategy Group, Newport Business School, December.
Deacon, J.H. (2008) ‘The development of a University of Wales Newport Venture Capital Fund’, Creative Industries Sector Strategy Group, Newport Business School, May.
Deacon, J.H. (2008) (contributor Annex 5) ‘Making a Bigger Difference – A Manufacturing Action Agenda for Wales’, Welsh Assembly Government, Cardiff, August.
Deacon, J.H. (2010) ‘Wales: an entrepreneurial business destination’, response on behalf of CIM Wales to Welsh Assembly Government – Enterprise Renewal Programme, Cardiff
Deacon, J.H. and Tudur, S. (2014), ‘Citizen funding – micro business development in Monmouthshire’, A report for the CEO and Chair of the Economic Development Committee of Monmouthshire County Council, Magor, Monmouthshire.
Fellow Chartered Institute of Marketing (FCIM)
Fellow Higher Education Academy (FHEA)
Chartered Marketer (CIM)
Member of the Academy of Marketing (AM)
Member of the American Marketing Association (AMA)
Member of the Court of Cardiff University
AM SIG Small Business and Entrepreneurial Marketing
Young Enterprise Strategic Board
City of Newport Business Club
External Examiner for Doctor of Business Administration (DBA) at Manchester Metropolitan University.
Visiting Academic, St John’s College, Oxford.
Visiting Fellow (Entrepreneurial Marketing and New Venture Creation) Cass Business School, City University, London.
Visiting Fellow (Ideation and Commercialisation) Cardiff School of Engineering, Cardiff University.
Visiting Fellow (Ideation and Commercialisation) STRIP project, Swansea School of Engineering, Swansea University.
Vice Chair of the Board of Trustees, Chartered Institute of Marketing
Trustee Chartered Institute of Marketing
Trustee and Board Member – Institute for Small Business and Entrepreneurship (elected)(2013- 2014)
Chair Chartered Institute of Marketing (Wales/Cymru) (2008 – 2013)
Member Board of the Professional Body/ICG- Chartered Institute of Marketing (2002 – 2013)
Founding member of the Chartered Institute of Marketing, Small Business Community group (SBC)(2006)
Fellow Higher Education Academy
Fellow Chartered Institute of Marketing
Chartered Marketer – Chartered Institute of Marketing
Member of the Court of Cardiff University
Chair City of Newport Business Club (2004 – 2008)
Member Institute of Welsh Affairs (SE Committee)
Board Member – Young Enterprise Wales (past Chair)
Member of Commerce Cymru (2013-on going)
Chair CANMOL Wales Marketing Awards (2008- 2015)
Chair Libraries Wales Marketing awards (2010 – on going)
Judge Chartered Institute of Marketing – Marketing Excellence Awards
Judge South Wales Chamber Business Awards
Judge Britain Means Business awards
In 2014 and 2015 Jonathan appeared within the Fresh Business Thinking ‘Power 100’ list (rank 39) a list of the top 100 influencers (shape policy, mentor, promote, educate) on the lives of UK entrepreneurs as nominated by an expert panel.
Key note speaker – selected:
Deacon, J.H. (2011) ‘The Academic – Practitioner divide’, Academy of Marketing Conference, Aintree Conference Centre, Liverpool (key note) (06.07.11).
Deacon, J.H. (2011) ‘Five Business Trends in 2012’, Community Housing Cymru Conference, Park Thistle Hotel, Cardiff (20.10.11).
Deacon, J.H. (2012) ‘Corporate Social Responsibility (CSR) – does it matter to small firms?’, Chartered Management Institute/Chartered Institute of Marketing, Annual Lecture, City Centre Campus, Newport (07.02.12).
Deacon, J.H. (2012) ‘Entrepreneurial Marketing- spending less and thinking more’, Cass Business School New Venture Creation Development Conference, Cass Business School, London (08:12:12).
Deacon, J.H. (2012) ‘SME Marketing opportunities – avoiding the trap of the complacency box’, South Wales Materials Association, Village Hotel, Swansea (05:07:14).
Deacon, J.H. (2013) ‘The Notion of Growth: a research agenda’, 2nd International Regional Development Conference, Firat Development Agency/Firat University, Elizig, Turkey (16.05.13).
Deacon, J.H. (2013) ‘SME Marketing opportunities – avoiding the trap of the complacency box’, Inaugural Awbery Management Centre Alumni Conference, Radisson Blu Hotel, Castle Donnington (03:10:13).
Deacon, J.H. (2014) ‘ Small Business Entrepreneurial Marketing’, Chartered Institute of Marketing – Small Business Community – annual conference, University of Hertfordshire, Hatfield (23:05:14).
I consult with small and large firms who are seeking ways to develop their management activity by developing new value propositions through the application of creative and innovative business strategies.
My research activities are multidisciplinary and sit at the interface between marketing, entrepreneurship and small firms. I have focussed my research on how firms ‘go to market’ and also on ‘what marketing means’ in operation. I am best known for my work on the development of marketing theory – especially ‘Contextual Marketing’ in relation to the entrepreneur and small firm and my philosophical challenges to ‘normative’ management theory.
Research Supervision : In the past three years I have successfully supervised PhD research in the following areas: Digital Marketing in SMEs, Entrepreneurial Authenticity, Contextual Marketing, Entrepreneurial Networks, Manufacturing Consent, Entrepreneurship Sociolinguistics, Mood States, Nation Branding through SMEs, Marketing Information Systems and Operational Risk.
Areas of Expertise
Fast growth business
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