Dr Winfred Onyas

Dr Winfred OnyasLecturer in Marketing

Contact details

  • Tel: +44 (0)116 223 1915
  • Email: w.onyas@leicester.ac.uk
  • Office: Room 329A, Level 3, Ken Edwards Building
  • Office hours: By appointment only (please email)

Personal details

IPhD, PGCert.HE, MBA, BCom (Hons)

I have been a part of the Marketing faculty at the University of Leicester since November 2014. Following my PhD in Marketing earned at Lancaster University in 2012, I worked as a Postdoctoral Research Associate in Marketing at Lancaster University Management School for two years. Prior to this, I worked at Makerere University Business School in Uganda as a Lecturer in Marketing and Management.


My research focuses on market shaping in developing contexts. Influenced by the social studies of markets and anthropology, I investigate the practices contributing to construct and shape markets in global value chains, mobile money and frugal innovation contexts. My PhD research entitled 'Performing product trajectories and overlapping markets: an analysis of coffee global value chains' examined the participation of smallholder farmers in co-constructing markets at the upstream segment of a sustainable coffee value chain.

Research grant

British Academy International Partnership & Mobility Scheme £30,000. Principal Investigator on the project “Exploring the Nature and Prospects of Frugal Innovations in Uganda” - a collaboration between the University of Leicester and Makerere University Business School (2016-2019).


I am interested in supervising PhD students in all my areas of interest including market shaping, frugal innovation and global value chains

PhD Supervision

Lubica Meuller: Agencing processes in the Philippine coffee commodity network

Alejandro Ramirez: Technology implementation in the fine dining sector: An Actor-Network Theory approach to understanding the goals of its socio-technical interactions


Personal Tutor for MSc International Marketing


Journal Articles

Mwiti F G and Onyas WI (2018) Framing hybrid exchanges in subsistence contexts. International Marketing Review, 35 (4): 601-618.

Onyas WI, McEachern, M. G., & Ryan, A. (2018). Co-constructing sustainability: Agencing sustainable coffee farmers in Uganda. Journal of Rural Studies61, 12-21.

Onyas WI, & Ryan, A. (2015). Exploring the brand’s world-as-assemblage: the brand as a market shaping device. Journal of Marketing Management31(1-2), 141-166.

Onyas WI, & Ryan, A. (2015). Agencing markets: actualizing ongoing market innovation. Industrial Marketing Management44, 13-21.

Edited Book Chapter

Onyas WI and Ryan AM (2014), Articulating matters of concern in markets: (En)tangling goods, market agencies and overflows in Geiger, S., Kjellberg, H., Harrison, D. and Mallard, A.(Eds.) Concerned Markets. Economic ordering for multiple values, Edward Elgar, pp. 178-202.

Recent Conference Papers

Onyas WI, Sojourner G. and Nakintu M. (2019). Enacting synergies and portfolio frugal innovations in Uganda. International Product Development Management Conference. Leicester, UK.

Namatovu R and Onyas WI. (2019). Frugal innovation process unfolding through double Edged Social networks. Africa Faculty Development workshop, American University in Cairo, Egypt.

Chakrabarti, R., Cholez, C., Onyas, WI, Queste, J. and Trompette, P. (2018). Changing borders: constructing boundaries and agencing formality and informality in global network of trade. 5th Interdisciplinary Market Studies Workshop, Copenhagen Business School, Denmark.

Onyas WI, Dawa, S., Mulira F. and Namatovu R. (2017). Fostering Sustainable Frugal Innovation in Uganda. International Conference "Frugal Innovation for Sustainable Global Development". Leiden, the Netherlands.

Onyas WI and Namatovu, R. (2017). Exploring frugal innovation spaces as agencements. Globalization and Socio-Economic Development. Workshop on Private Governance, Globalization and Market Dynamics. Society for the Advancement of Socio-Economics conference, Lyon, France.

Onyas WI and Mulira F. (2017). Building entrepreneurial capacity in the mobile money agencement. Lancaster-Stockholm Market Studies Workshop. Stockholm School of Economics, Stockholm, Sweden.

Onyas WI. (2015). The mainstream market. Constraining or enabling? An analysis of overlapping coffee markets. Critical Management Conference. Is there an alternative? Management after critique. Leicester, UK.

Onyas WI, McEachern, M. and Ryan AM. (2014). Good African Coffee: Assembling a socially responsible supply chain”. Corporate Responsibility Research Conference. CRRC 2014. Sustainability Research Institute. University of Leeds, UK.

Onyas WI and Araujo L. (2014). Money, calculation and personal relations in the mobile money space. 3rd Interdisciplinary Market Studies Workshop. Saint-Maximin-la-Sainte-Baume, France.

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Contact Details

School of Business
University of Leicester
University Road



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