Anne Dibley

Dr Anne Dibley has extensive academic and practitioner experience in the field of strategic marketing. Anne enjoys researching and analysing both business-to-business and business-to consumer marketing issues.

After graduating in Modern Languages (French and Spanish) from Cambridge in 1987, Anne gained several years' experience working in the field of international marketing and branding. She was international brand manager for Conqueror business stationery and then Project Director at The Added Value Company, a leading international marketing agency, where Anne worked on international brand strategy and brand positioning projects. Her clients ranged from Mars Petcare to PPP Healthcare.

Anne then gained an MBA from Cranfield School of Management. Her PhD thesis explored the link between personal values and brand choices among children in the UK and Spain, using in-depth, qualitative research techniques. Anne's work resulted in published conference papers and articles in practitioner magazines and academic journals.

Anne was Programme Director for Henley's MSc Strategic Marketing Leadership programme from 2010 - 2017, a programme delivered to international cohorts from Deutsche Telekom, ING Bank and Roche Products Ltd. From 2018 – 2021, Anne was Programme Area Director for the Senior Leader Master’s Degree Apprenticeship MBA, Flexible Executive MBA, Executive MBA (Global) and Senior Leader Apprenticeship | Business Administration programmes.

She also conducts research for the Henley Centre for Customer Management (HCCM). Anne’s research projects for the HCCM include studies focusing on customer experience, corporate social responsibility, sustainability, and how to manage outsourcing relationships.

Anne is now Head of Post-Experience and Apprenticeship Programmes.

Anne speaks French and Spanish, as well as basic Portuguese.

Specialisms

• Strategic marketing
• Brand positioning
• Strategic business-to-business relationships
• Customer experience
• Customer journey mapping

Papers:

"Uncovering the Links Between Brand Choice and Personal Values Among Young British and Spanish Girls", (with S. Baker), Journal of Consumer Behaviour: An International Research Review, Henry Stewart Publications, 2000

“Tweens’ Values and Brand Choices”, Kids’ Marketing Report, vol. 1, no.7, April 1999
"Marketing to Children: The Key Issues” (with S. Baker), Management Focus, Cranfield School of Management, Issue 11, pp 22-23, Winter 1998

Conference:

“Best practice in strategic partnerships: An outsource supplier and client perspective.” Academy of Marketing Conference, University of Liverpool Management School, 5th – 7th July, 2011.

“Co-creating value in strategic partnerships: An outsource supplier and client perspective.” Naples Forum on Service, Villa Orlandi, 14th – 17th June, 2011.

“Best Practice in Managing Relationships with Outsource Partners: An Outsource Supplier and Client Perspective.” International Colloquium in Relationship Marketing, 2010; Conference Proceedings. Henley Business School, September 27th – 29th 2010.

“Uncovering the Links Between Brand Choice and Personal Values Among Young Consumers in Spain and the UK”, (with S. Baker), British Academy of Management Conference, University of Edinburgh Management School, 13-15th September, 2000
“International Brand Marketing to Children: The Importance of the Role of Values” (with S. Baker), Academy of Marketing Conference, July 1998

“Children, Technology and Culture”, University of Brunel, July 1998

Diana Fandel:“The effect of seller social media usage on B2B customer trust for existing buyer-seller relationships”

Werner Krings: “The impact of social media usage on the B2B business development process within the manufacturing execution systems environment”

Sina Simons: “Successful service customisation: the role of customers’ emotions in service recovery”

Dr. Anne Dibley carries out research projects for the Henley Centre for Customer Management (HCCM), producing reports for the corporate members of HCCM.