Centre for Knowledge, Innovation, Technology and Enterprise

Staff Profile

Dr Josephine Go Jefferies

Senior Lecturer in Marketing



I joined Newcastle University in October 2016 in my first academic post as a Lecturer in Marketing after a diverse career in the private, public and Third Sectors. My research focuses on service innovation through increased participation in order to improve health and well-being. Participation can be through individual consumption (e.g. use of self-service and digital technologies) and cross-sector collaboration at the organisational level.

2023 Ethics, Responsibility, and Sustainability Group Lead

2022 MOS Representative for the NUBS Development Group

2020 Degree Programme Director for NN52 BSc Marketing and Management; promoted to Senior Lecturer in Marketing


  • 2019 Fellow of the Higher Education Academy
  • 2016 PhD Business & Management (Pass without conditions) University of Nottingham
  • 2012 MRes Business & Management (Distinction) University of Nottingham
  • 2009 MBA Corporate Social Responsibility (Distinction) University of Nottingham
  • 2001 MA Criticism & Theory (Merit) University of Exeter
  • 2000 BA (Hons) English Studies (2:1) University of Exeter

Awards, Grants and Esteem Indicators

  • 2023 Shortlisted for Newcastle University Engagement & Place Award
  • 2023 Nominated for The Education Awards - UG teaching
  • 2022 NUBS School Impact Fund: Marketing and neurodiversity
  • 2022 Two ESRC Festival of Social Science Grants for "Assessing Local Knowledge of Plastic Waste" and "Marketing and neurodiversity"
  • 2022 NUBS Research Festival -- Winner of Business School Outstanding Research Citizenship Prize
  • 2022 ACM SIG CHI Conference, Honorable Mention Award for Bowyer et al. 'Human-GDPR Interaction: Practical Experiences of Accessing Personal Data'
  • 2020 NUBS Research Festival Digital -- Winner of Business School Outstanding Research Citizenship Prize (£100) 
  • 2020 NUBS Internationalisation Funding (£2150) to present my research at seminars at University of Melbourne and Monash University
  • 2019 Nominated for The Education Awards in the Contribution to Student Employability Category
  • 2016 Loughborough University Centre for Services Management Doctoral Colloquium Best Paper Award (£50)
  • 2015 ESRC Writing Competition - Highly Commended (£500)
  • 2015 University Endowed Award (Dean Moore Postgraduate Prize) for outstanding 3rd year PhD student (£120)
  • 2015 Association for Consumer Research Transformative Consumer Research Travel Grant (USD 800)
  • 2015 Doctoral Training Centre Researcher-Led Interdisciplinary Collaboration Project Award (£1500) 'Seeding a Seed' an interdisciplinary research project on antimicrobial resistance
  • 2015 University of Nottingham Competitive Graduate School Travel Prize (£600)
  • 2014 Interdisciplinary Summer School: Social Sciences Meet Health Care - Inclusive Health Care Innovation (Guest of Technische Universität Dresden & Germany's Excellence Initiative - Full Scholarship including €250 travel bursary)
  • 2013 Foundation for Sociology of Health & Illness International Conference Travel Award (£600)
  • 2013 UK Primary Care Research Network National Portfolio (PhD study adopted)
  • 2011-2015 ESRC DTC 1 3 MRes and PhD Business & Management Studentship (£76,000)
  • 2009 Nottingham University Business School (NUBS) Association of MBAs & The Independent's 'MBA Student of the Year'
  • 2008 International Centre for Corporate Social Responsibility MBA Scholarship (£31,000)
  • 2006 UFI Ltd Business Challenge Award (eLearning Best Commercial Solution)
  • 2001 AHRB British Academy Scholarship for MA Criticism & Theory (£10,000)

Memberships & Affiliations

  • Visiting researcher (Karlstad University Center for Service Research)
  • NUBS Marketing: Consumers, Communications and Services Research Community
  • Centre for Knowledge, Innovation, Technology and Enterprise (KITE)
  • Equality, Diversity & Inclusion Committee
  • Academy of Management
  • ACR Transformative Consumer Research
  • Consumer Culture Theory
  • European Sociological Association
  • NUBS Early Career Researcher Writing Club (Co-founder)


  • Journal of Service Research
  • Journal of Services Marketing
  • Journal of Business Research
  • Journal of Product Innovation Management
  • Journal of Public Policy & Marketing
  • Journal of Marketing Management
  • Journal of Business & Industrial Marketing
  • Marketing Theory
  • Public Administration Review
  • Public Management Review
  • Equality, Diversity and Inclusion: An international journal
  • European Journal of Marketing
  • Technological Forecasting & Social Change
  • Policy Sciences
  • ACR Conference
  • CCT Conference
  • Academy of Marketing Conference
  • Administrative Sciences

Google scholarClick here.

ORCID: Click here. 


My research programme focuses on service and social innovation, especially in the contexts of digital healthcare and cross-sector collaboration for public service provision. 

I am interested in supervising PhD students in the areas of

  • Service Marketing
  • Self-Service Technologies
  • Transformative Service Research
  • Service-dominant logic
  • Telehealth & Digital Healthcare Services
  • Patient Experience 
  • Sustainable consumption
  • Antimicrobial resistance stewardship
  • Cross-Sector Social Partnerships
  • Corporate Social Responsibility
  • Plastic Waste Reduction in Healthcare
  • Family Caregiver Wellbeing
  • Marketing and mental wellbeing
  • Neurodiversity


Call for papers to a special issue of the Journal of Marketing Management on 'Service research in an age of crises: (Re)building sustainable services'. Guest Editors: Josephine Go Jefferies, Mekhail Mustak, Loïc Plé and Per Skålén. Submission deadline: 05 Sep 2022 


Current PhD Students 

  • Saadet Meltem Hut: Roles and food choice: why time and strain may affect food well-being (Goldman PhD Scholarship)
  • Alex Bowyer: Empowering people through data interaction (EPSRC Digital Civics PhD Scholarship)
  • Lisa Catherine Smith: Representations of the Non-Binary/Gender-Fluid Community: Future directions for socially inclusive advertising
  • Tongyue Li: How UK-based SMEs use social media for their innovation during the COVID-19 pandemic 

Funded Research Projects

2018 Innovate UK: ICURe Cohort 14, 'Organ Perfusion' (Co-Investigator)

2017 Collaborating for Emergency Medical Services (Co-Investigator)

2017 NHS Innovation Project Evaluation for North East Commissioning Support (NECS) (Co-Investigator)

2017 Diagnostic Evidence Co-operative Newcastle - Market Research for a Sepsis Point-of-Care Test (Consultant)

2013-2016 Nottingham City (NHS) CCG and CityCare Partnership - Patient Experience Evaluation (Principal Investigator)

2015 NNZ (UK) Ltd - Strategic marketing report for fresh produce net packaging multinational (with Dr Anastasios Pagiaslis)

2015 Hexagon Consultants (Ecuador) - Recommendations Report: Design Criteria for Multi-Sector Collaborations for the Social Good (with Dr May Seitanidi)

2013-2015 Kent Business School - Emergency Medical Services: partnerships with the voluntary sector (with Dr May Seitanidi)

2011-2012 Nottingham University Business School / ICCSR: EU FP7 Work Programme 3: 'CSR Impact' - Case studies of impact from two leading UK supermarkets' Corporate Social Responsibility Agendas 

2010-2011 NHS East Midlands Regional Innovation Fund Project. 'A framework for evidence-based decision-making': social marketing and prevention of childhood overweight and obesity using the National Chlldhood Measurement Programme Data and Experian's 'MOSAIC' geodemographic analysis. Research partners: East Midlands CLAHRC, Experian, NHS, Nottingham University Business School.

2009-2010 UK Sustainable Investment & Finance (UKSIF) Green Paper on 'Barriers to Growth of Innovative Pro-Development Financial Products'. National Ethical Investment Week Roundtable Discussion.

Research Grant Proposals

2019 Trans-Atlantic Platform for Social Innovation (Co-I) - unsuccessful

2018 Leverhulme/British Academy Small Research Grant (PI) - unsuccessful

2018 EPSRC Plastic Waste Reduction (Co-Investigator) - unsuccessful

2016 EPSRC Bridging the Gap Interdisciplinary Sandpit for Antimicrobial Resistance Research (Runner up for £20,000 prize)

2015 ESRC DTC Interdisciplinary Research Sandpit Event for Researcher-Led Initiatives on anti-microbial resistance from 5 disciplinary perspectives (awarded £1500)

2014 University of Nottingham’s Intention to Submit to EPSRC Themed Call: Anti-microbial Resistance. Draft proposal on Telehealth for AMR Stewardship accepted for inclusion to successful bid as an example of interdisciplinary research for pump-priming funding.

2014 ESRC Overseas Institute Visit application to take up invitation to collaborate with Alladi Venkatesh (Prof of Marketing, University of California, Irvine) as Visiting Scholar on the role of consumer imagination in patient co-production of telehealth service outcomes (Unsuccessful funding application)

Conference Presentations

2022 "Introducing an Arendtian Perspective of Responsibilized Consumer Heroes" 11th Workshop for Interpretive Consumer Research, University of Liverpool Management School (9-10 June). 

2022 'Understanding family caregiver wellbeing within an ecology of care', 13th SERVSIG Conference, Strathclyde University, Glasgow (16-18 June). Hibbert, S., Downey, H., Go Jefferies, J., Kelleher, C., Penaloza, L., Luca, N., Ozanne, L., Jenhaug, L. 

2022 'From Surviving to Thriving: a Conceptual Introduction to Mental Well-being (MWB)' Workshop and Presentation, 41st Annual Association for Marketing and Health Care Research, Park City, Utah (9-12 March). 

2022 WELLBECARE: A framework for caregiver well-being'.  Kelleher, C., Go Jefferies, J., Penaloza, L., Luca, N., Ozanne, L., Downey, H., Jenhaug, L., Hibbert, S. QUIS17 Valencia, Spain (12-15 January)

2021 'WELLBECARE: Taking Care of Caregiver Well-being'. Kelleher, C., Go Jefferies, J., Penaloza, L., Luca, N., Ozanne, L., Downey, H., Jenhaug, L., Hibbert, S. ANZMAC (29 Nov - 1 Dec)

2021 'Explaining my Neurodiversity research'. ACR Conference 2021. Knowledge Forum on Mental Health and the Marketplace. (28-30 Oct).

2021 ‘Fresh Perspectives on Consumer Journeys in Healthcare and Well-being’. Azzari, C., Anderson, L., Mende, M., Go Jefferies, J., Downey, H., Ostrom, A. Special Session presentation. AMA Marketing & Public Policy Conference (24-26 June).

2021 ‘Consumers on the Job: Contextualization Crafting in Expert Services’. Azzari, C., Anderson, L., Mende, M., Go Jefferies, J., Downey, H., & Ostrom, A. Frontiers in Service Conference.

2021 ‘Food Consumption and Time: Meanings and Processes Underlying Choices’. Hut, M., Manika, D., Go Jefferies, J. & Papagiannidis, S. 2021 European Marketing Academy (EMAC) Annual Conference. Public Sector and Non-Profit Marketing track. ESIC Business & Marketing School. 25-28 May 2021, Madrid, Spain.

2021 ‘Food Well-Being and Time’. Hut, M., Manika, D., Go Jefferies, J. & Papagiannidis, S. 2020 European Social Marketing Conference. Thessaloniki, Greece. Rescheduled to October 2021.

2020 'Digital Objectification' Go Jefferies, J., Hibbert, S., and Bishop, S. 6th Organizational Frontlines Research Symposium, American Marketing Association Winter Conference, San Diego, CA 12-16 Feb. 

2019 'Places of consumer activism: the affordances of everyday service systems' Go Jefferies, J., Bishop, S. and Hibbert, S. Academy of Marketing 2019 Conference Workshop. Regent's University London, 2-4 July.

2019 'Consumers on the Job: Coproduction Crafting in Expert Services', Spanjol, J., Nations, C., Anderson, L., Mende, M., Downey, H. Go Jefferies, J., Ostrom, A. QUIS 16, Karlstad, Sweden, 10-13 June. 

2019 Exploring E-TCR. Transformative Consumer Research Dialogical Conference, Florida State University, Tallahassee 19-22 May.

2018 'Institutional logics and the co-creation of value through self-service healthcare technology'. Go Jefferies, Bishop & Hibbert. Frontiers in Service Conference 2018, Austin, Texas, 5-9 September.

2018 'Design and Institutional Affordances: the co-creation of value in public services'. Go Jefferies & Bishop. 22nd Annual IRSPM Conference, Centre for Service Excellence, University of Edinburgh Business School. 

2018 'Extending the role of Institutional Design in Lean Collaborative Governance under extreme conditions: Emergency Medical Service Provision in the UK'. Seitanidi, Go Jefferies, Emmanouilidou & Palmer. 22nd Annual IRSPM Conference, Centre for Service Excellence, University of Edinburgh Business School. 

2017 ‘Institutional logics and the co-creation of value through self-service health care technology’. Go Jefferies, Hibbert & Bishop. Bringing Institutional Theory to Marketing. ISC Paris, 29-30 May.

2017 ACR Transformative Consumer Research Dialogical Conference. Transforming Patient Experience Track. Cornell University, 18-20 June.

2017 Newcastle University Open Lab: Lab Talks. ‘Telehealth Ninjas: A study of the mastery of technologies for chronic disease care’, 17 March.

2016  Invited Panellist, ‘Psychological and Social Determinants of Health in Healthcare Services’ (with Laurel Anderson, Per Skålén, Lars Witell, Ray Fisk, Daniele Mathras), ‘TSR Discourses in Well-being’, Special Session, SERVSIG International Research Conference, Maastricht University (17-19 June)

2016 Invited Speaker, British Sociology Association, East Midlands Medical Sociology Event, De Montfort University (4 April) ‘Telehealth Ninjas: A study of technology mastery for chronic disease care’.

2016 Centre for Services Management Doctoral Colloquium, Loughborough University, ‘Telehealth Ninjas: A study of technology mastery for chronic disease care’. Best Paper Award.

2015 Academy of Management 75th Annual Meeting – Health Care Management Division Paper, ‘Improving Health Outcomes: Applying the Socio-Technical Imaginary toward a Program Theory for Antimicrobial Resistance and Telehealth Agendas’ 

2015 Centre for Health Innovation Leadership & Learning, Nottingham, Research Seminar with Prof Ewan Ferlie, ‘Patient experience of telehealth for chronic disease self-management: applying a value co-creation framework’ 

2015 Prof Rod Brodie’s Workshop on Customer Engagement, ‘Patient experience of telehealth for chronic disease self-management: applying a value co-creation framework’ 

2015 ‘Can you be your own boss with DIY healthcare? The paradoxical perversion of empowerment in the provision of Innovative Healthcare Services’ (ACR Transformative Service Research Dialogical Conference) 

2014 ‘Exploring Patient Experience of Telehealth for Self-management of Chronic Disease: Applying a value co-creation framework’ (Technische Universität Dresden Interdisciplinary Summer School)

2014 Centre for Health Innovation, Leadership & Learning (CHILL) Brownbag Seminar, ‘Patient experience of telehealth for chronic disease self-management: applying a value co-creation framework’ 

2014 ‘Exploring Patient Experience of Telehealth for Self-management of Chronic Disease: Using Feminist Perspectives to Analyse Discursive Change in the Healthcare Servicescape’ (Association for Consumer Research Gender, Marketing & Consumer Behaviour, Helsinki)

2014 ‘An exploratory study of X-PERT Educators’ views of Diabetes Self-management and Structured Education’ (Health Services Research Network, Nottingham)

2014 (Go Jefferies & Helliwell), ‘Ways of improving health outcomes: Antimicrobial resistance and Telehealth Agendas’ (International Philosophy of Nursing Conference, Nottingham)

2014 ‘Patient experience of telehealth for chronic disease self-management: why a value co-creation framework?’ (Midlands Regional Doctoral Colloquium Nottingham) 

2013 ‘An exploratory study of healthcare professionals’ views of Diabetes Self-management and Structured Education: The role of context on professional agency and the spread of innovation’ (European Sociology Association, Turin, Italy)


Module Leader

  • MKT2008 - MKT2044 - MKT2045 Services Marketing
  • NBS8236 - NBS8946 Customer Relationship Management
  • NBS8062 - NBS8367 - NBS 8901 Research Methods

Teaching contribution

  • MKT3014 - MKT3100 New Service Development
  • MKT3006 Global Advertising and Brand Promotion
  • MKT3096 Marketing Dissertation
  • NBS8124 Marketing (MBA)
  • UG and PG Dissertation Supervision

Student Feedback, Guidance and Consultation Hours:  Tuesdays  0900-1100 and Wednesdays 1300-1400

Students who wish to contact me for support can reach me via email in the first instance to arrange a meeting in person or over Zoom

Mondays are my dedicated research days 

Examples of student feedback

MKT2008 (20/21 remote delivery)

I think MKT2008 is great - the variety of cases are brilliant and the amount of topics covered are brilliant. Josephine is lovely, takes all points on board and always offers constructive ways to improve knowledge going forward. The amount of work given is enough to challenge us to properly learn about strategies, without being too much, and the structure of the weeks are something that I really like in comparison to other modules I study, as by setting out all of the work that will be covered during the semester allows me to properly schedule and plan when I will be doing my prep work, a couple of weeks in advance. In terms of the actual delivery of the module, I think MKT2008 is fantastic. 

The module leader is extremely interactive, without making students uncomfortable. When asking questions, the leader will help those along who are unsure of the answer, whilst developing the students knowledge when they do provide an answer. I personally appreciate the fact that the module leader has a friendly approach, as the environment within both seminars and discussion boards are extremely informative but relaxed. 

MKT2008 (21/22 in person delivery)

I loved this module and thought Josephine Go Jefferies was a great module leader. The structure of watching online lectures then going to in person lectures to discuss the content and also having smaller group seminars to do a case study or questions was great. There was a bit of confusion at first that that was the structure as every module does it differently. However, I and some of my friends thought the assignment essay questions were not great. Both of them we didn't understand at first and didn't always see how it related to what we had learnt in the lectures. They also were so packed with different elements I found it so hard to get everything in she wanted while meeting the word count.

Thanks for my in-depth assignment feedback, I am thoroughly pleased with my result, considering I found myself overthinking the essay several times while writing. Additionally, I would just like to bring to your attention to how much I have enjoyed MKT2008 this academic year! I found the content extremely interesting and engaging, and the seminars really motivated me to learn all the content in fear of getting picked on to contribute, so I hope that was reflected within my work and contributions throughout the course of the year.

I would just like to say thank you again for letting me on the module this year, I have really enjoyed studying services marketing and think the module is run very well.

MKT2044 (20/21 in person delivery)

Good - A lot of example ! really interesting

This module was very interesting, especially as it is essentially based on study cases.

I strongly loved module leader lectures since that was really interesting and easy to understand

The lecturers were interesting and engaging. I also appreciated the inclusion of a guest lecturer form XXX and his professional input.

Learning about services, which are present in our daily life. The teacher made the subject interesting because of real case examples and the seminars were participative.

I loved this subject area because the marketing I already had was focus on object only. Here, I've learned all the attributes regarding services. It inspired me for my final thesis.

This course gave me the envy to study more in details the marketing of services in my future studies. The lecturer was fascinating thanks to her experiences and her wish to teach us what she knows, in the best way she can.

MKT2045 (20/21 remote delivery)

The style of the teaching and the atmosphere during meetings are really enjoyable.

MKT2045 (21/22 in person delivery)

This module was really good, a really good teacher, dynamic, with the desire to involve its students, to give relevant examples, it was really interesting.

This module was very complete with a lot of information to take in. It was the first time for me that I really had a course on service marketing so I was able to discover the whole dimension of services, the relationship with the customer... The seminar topics were very interesting and complete. The Canva was complete and well organised which allowed me to follow the module successfully.

Has presented the marketing needed for intangible goods such as services which I had never considered when thinking about marketing.