Dr Winfred Onyas

Dr Winfred OnyasLecturer in Marketing

Contact details

  • Tel: +44 (0)116 223 1915
  • Email: mwio1@le.ac.uk
  • Office: Room 329A, Level 3, Ken Edwards Building
  • Office hours: By appointment only (please email)

Personal details

I joined the School of Management in November 2014, having worked previously at Lancaster University as a Postdoctoral Research Associate in Marketing. I completed my PhD in Marketing at Lancaster University in 2012. Prior to this, I worked at Makerere University Business School in Uganda as a Lecturer in Marketing and Management.

In 2016, I was awarded a 3-year grant of £30,000 as a Principal Investigator under the British Academy International Partnership & Mobility Scheme. The project entitled “Exploring the nature and prospects of frugal innovations in Uganda” is a collaboration between the University of Leicester and Makerere University Business School.


  • MN7316 Marketing of Services (Campus)
  • MN7525 Marketing of Services (Distance Learning)
  • MN7360 Principles and Practices of Marketing (Collaborative Programmes)
  • MN1002 Introduction to Marketing


My research focuses on the functioning of markets and money in developing countries, and in particular, on how low income actors contribute to shape markets.

In my PhD thesis, entitled 'Performing product trajectories and overlapping markets: an analysis of coffee global value chains', I examined the market-making practices of smallholder coffee farmers participating at the farmer-exporter nexus of sustainable and conventional coffee chains.

My most recent work concerns mobile money, a financial services platform (mobile phone-enabled) developed to advance financial inclusion in developing countries. Here, I investigate how mobile money constructs spaces of inclusion and exclusion.


I am interested in supervising PhD students in all my areas of interest, including alternative forms of markets and marketing in developing and emerging market contexts.


Mwiti F and Onyas WI (forthcoming) Framing hybrid exchanges in subsistence contexts. International Marketing Review. Special Issue on The International Marketing Strategies of Emerging Market Firms: Nature, Boundary Conditions, Antecedents, and Outcomes

Onyas W.I. and Ryan AM. (2015), Agencing markets: actualizing ongoing market innovation, Industrial Marketing Management, Special Issue on Market Innovation Processes, 44, pp. 13-21.

Onyas W.I. and Ryan AM. (2015), Exploring the brand’s world-as-assemblage: the brand as a market shaping device, Journal of Marketing Management, Special Issue on Exploring the Performativity of Marketing: Theories, Practices and Devices, 31(1-2), pp. 141-166.

Edited Book Chapter

Onyas W.I. 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.

Conference Papers

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

Onyas W.I., 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.

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

Onyas W.I. and Ryan AM. (2013) “Exploring the performativity of privately-driven sustainability statements in the agro-food sector”. Macromarketing Conference. Exploring the performativity of Marketing: theories, practices and devices. Toronto.

Onyas W.I., McEachern M. and Ryan AM (2013) “(Re)considering European Approaches to ‘Fair’ Trade: A study of negotiations of worth between African farmers and an African social entrepreneur”. Challenges to International Marketing Ethics and Corporate Social Responsibility: An Academic Symposium. University of Notre Dame, London.
Onyas W.I., Ryan AM, McEachern M (2012) “(Dis)ordering a coffee market under situations of indeterminacy”, 2nd EIASM Interdisciplinary Market Studies workshop, Dublin.

Onyas W.I., Ryan AM, McEachern M (2011) “Making and sustaining a ‘fair’ coffee market: a market practice approach”. Subtheme: Markets inside the Ecological Revolution, 27th European Group for Organisational Studies (EGOS) colloquium (2011), Gothenburg.

Onyas W.I., (2011) “Choices and tensions in collecting ethnographic data: a study of farmers and a coffee exporter in Uganda”. Northern Advanced Research Training Initiative (NARTI) 7th Annual Doctoral Colloquium, Lancaster University Management School.

Onyas W.I, Ryan A and McEachern M (2010) “Market shaping and coffee valuation in the Ugandan coffee supply chain”. 1st EIASM Interdisciplinary Market Studies Workshop (2010), Stockholm.

Onyas W.I., Ryan AM and McEachern M (2010) “Market shaping and coffee valuation in the Ugandan coffee market”, 26th Annual Industrial Marketing and Purchasing (IMP) Group conference, “Business networks, globality, regionality, locality”, Budapest.

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