School of Business and Management

Dr Nima Heirati


Senior Lecturer in Marketing Strategy

Telephone: +44(0)20 7882 6612
Room Number: Room 3.28d, Bancroft Building, Mile End campus
Office Hours: Semester 1 2019-20: Fridays 10:00-12:00



Senior Lecturer in Marketing
Director of BSc in Marketing and Management
BERG Research Group Coordinator


Dr Nima Heirati is a Senior Lecturer (Associate Professor) in Marketing at the School of Business and Management. Previously, he held an academic appointment at Newcastle University Business School and was an adjunct faculty member at the University of Tasmania. He has a BSc in Mechanical Engineering and an MBA in Business Administration. He obtained his PhD in Strategic Marketing from the University of Tasmania. Before joining academia, Dr Heirati held senior positions as the marketing manager and business development manager at several Middle-Eastern manufacturing firms.

His research relates predominantly to the field of Innovation Strategy, Service Marketing, and Business Relationships with the special focus on the challenges involved in business relationships (B2B), service infusion strategies (B2B), and the dark side of customer participation (B2C). His works are published in top-tier B2B industrial journals and have received growing citations. He is on the Editorial Board of Industrial Marketing Management, Service Business, and Australasian Marketing Journal. Nima has taught and teaches courses in Marketing Strategy, Services Marketing, Digital Marketing, and International Marketing on Bachelor and Master levels and Research Method on the PhD Level.


  • UG: Services Marketing (2016-Now)
  • PG: Digiral Marketing (2016-Now)
  • UG: Strategic Marketing (2016-17)
  • PhD Workshop: Analysis of Complex Models - Application of Structural Equation Modelling (2016-Now)


  • European Marketing Academy (EMAC)
  • Australian and New Zealand Marketing Academy (ANZMAC)
  • Association for Key Account Management (A4KAM)
  • Chartered Institute of Marketing (CIM)


Research Interests:

Service Innovation

  • Service innovation
  • Service infusion (or Servitization)
  • Solution provision in professional service firms (PSFs)

Collaborative Innovation Management

  • Business relationships (i.e., collaborative new product development)
  • Organisational ambidexterity
  • Managerial ties (particularly in emerging economies)

Service Marketing and Consumer Research

  • Customer participation (co-development, co-production, co-recovery)
  • Customer service experience


Journal Articles:

Blut M, Heirati N, Schoefer K (2020) The Dark Side of Customer Participation: When Customer Participation in Service Co-development Leads to Role Stress, Journal of Servicer Research, Forthcoming.


Heirati N, Richter A, Harste R, Henneberg S (2019) Differential importance of social and economic determinants of relationship performance in professional services. Industrial Marketing Management, 76, 23-35.

Heirati N, Siahtiri V (2019) The Driving service innovativeness via collaboration with customers and suppliers: Evidence from business-to-business services, Industrial Marketing Management, 78, 6-16.

Schoefer K, Wappling A, Heirati N, Blue M (2019) The moderating effect of cultural value orientations on behavioral responses to dissatisfactory service experiences, Journal of Retailing and Consumer Services, 48, 247-256.

Bahreini MA , Dehkordi AM, Heirati N, Meigounpoory MR (2018) The evolution of business relationships between technology-intensive new ventures and incumbents during the new product development process, International Journal of Innovation Management, InPress.

Heirati N, O’Cass A, Sok P (2017). Identifying the resource conditions that maximize the relationship between ambidexterity and new product performance? Journal of Business and Industrial Marketing32(8), 1038-1050.

Heirati N, O'Cass A, Siahtiri V, Schoefer K. (2016) The Do professional service firms benefit from customer and supplier collaborations in competitive, turbulent environments?, Industrial Marketing Management, 55, 50-58.

Heirati N, O’Cass A. (2015) Supporting new product commercialization through managerial social ties and market knowledge development in an emerging economy, Asia Pacific Journal of Management, 33(2), 411–433.

O'Cass A, Heirati N. (2015) Mastering the complementarity between marketing mix, brand management, customer relationship management capabilities to enhance new product performance, Journal of Business and Industrial Marketing, 30(1), 60-71.

O’Cass A, Heirati N, Ngo LV. (2014) New product success via the synchronization of exploration and exploitation across multiple levels and functional areas, Industrial Marketing Management, 43(5), 862-872.

Heirati N, O’Cass A, and Ngo L. V. (2013) The contingent value of marketing and social networking capabilities in firm performance, Journal of Strategic Marketing, 21(1), 82-98.

O'Cass A, Ngo LV, Heirati N. (2012) Examining market entry mode strategies via resource-based and institutional influences: Empirical evidence from a region-within-country economy context, Australasian Marketing Journal, 20(3), 224-233.


Conference Proceedings:

Heirati N, Henneberg S, Leischnig A. (2019) Financial performance of service infusion: Equifinal constellations of organisational design, product characteristics, and service infusion approaches, In: Spring Servitization Conference, Linköping (Sweden).

Y Zhang, Henneberg S, Heirati N, Leischnig A. (2019) Dark side effect contagion, In: EMAC 48th Annual Conference, Hamburg (Germany).

Dzenkovska, J, Lemke, F, Schoefer, K, Heirati, N. (2017) Customer Experience Quality: Boundaries, Measurement and Management. In: Frontiers in Service, New York (US).

Dzenkovska, J, Lemke, F, Schoefer, K, Heirati, N. (2017) Customer Experience Quality: Quo Vadis?. In: International Colloquium on Relationship Marketing (ICRM), Munich (Germany).

Schoefer, K, Wappling, A, Heirati, N. (2016) The Effect of Cultural Differences on Behavioral Responses to Dissatisfactory Service Experiences. In: The 11th Royal Bank International Research Conference, Wuxi (China).

Dzenkovska J, Lemke F, Schoefer K, Heirati N. (2016) Customer Experience Quality: A Preliminary Inquiry Using the Repertory Grid Technique. In: 24th International Colloquium in Relationship Marketing, Toulouse (France).

Dzenkovska J, Heirati N, Schoefer K, Lemke F. (2016) Shaping Customer Experience through the Service, Communication, and Usage Encounters. In: Academy of Marketing Annual Conference, Newcastle upon Tyne (UK).

Heirati N, O’Cass A, Siahtiri V. (2015) Managing distal searches diminishing returns to service solution provision competence. In: Australian & New Zealand Marketing Academy Conference (ANZMAC), Australia.

Heirati N., O’Cass A, Siahtiri, V. (2015) Investigating the effects of service supply chain collaboration in professional services, In: Australian & New Zealand Academy of Management Conference (ANZAM), Australia.

Heirati N, O'Cass A, Siahtiri V, Lee T. (2014) Examining the contingent effect of market orientation and knowledge specificity on co-design and co-production of B2B professional service firms. In: Australian & New Zealand Marketing Academy Conference (ANZMAC), Brisbane (Australia).

O'Cass A, Heirati N, Schoefer K. (2014) When do customer participation and supplier collaboration help B2B service firms offer superior performance value and relational value. In: Global Marketing Conference (GMC), Singapore.

O'Cass A, Heirati N. (2014) Do market knowledge development and external network ties matter for new product market success via exploratory and exploitative marketing capabilities?. In: Global Marketing Conference (GMC), Singapore.

Siahtiri V, O'Cass A, Heirati N. (2014) Do the interactive effects of innovation in service experience, high levels of knowledge and engagement of customers lead to profitability in professional service firms?. In: Global Innovation and Knowledge Academy (GIKA) Conference, Valencia (Spain).

Heirati N, O’Cass A. (2013) Managing the balance and combination between exploratory and exploitative innovation capabilities in achieving new product success, In: British Academy of Management (BAM) Conference, Liverpool (UK).

Heirati N, O’Cass A. (2013) New product success via exploration and exploitation across multiple levels and functional areas, In: European Marketing Academy Conference (EMAC), Turkey.

Heirati N, Hosseini H. (2008) Marketing based on internal customer loyalty, In: Marketing Management Conference, Iran.

Heirati N, Hajigol H. (2008) Design and establish customer relationship management, In: Customer Relationship Management Conference, Iran.


Dr Nima Heirati and his colleagues are always looking for outstanding prospective PhD students who would like to write their dissertation in the areas of Product/Service Innovation, Business Relationships and Networks, Service Marketing, and Customer Experience. For an informal discussion, please send your resume and a research proposal (2000 words excluding references) that outlines the research idea & rationale, research objectives, theoretical contributions, methods, and possible data sources) to

Current Doctoral Students

  • Yumeng Zhang (Queen Mary University of London, England, 2017 – Ongoing). Topic: Dark side effect contagion in business relationships.

PhD Supervision Completions

  • Dr Julija Dzenkovska (Newcastle University, England, 2014 – 2019). Topic: Customer experience quality.
  • Dr Mohammad Ali Bahreini (Tehran University, Iran, 2016 – 2018). Topic: Business relationships between technology-intensive new ventures and incumbents.
  • Dr Vida Siahtiri (University of Tasmania, Australia, 2012-2014). Topic: Service solution provision in PSFs.