Winfred Onyas

Winfred Onyas is an Associate Professor of Marketing at the University of Leicester School of Business. Her research sits at the crossroads of market studies, innovation, and sustainable development, with a focus on how markets function in resource-constrained environments. She investigates agential inequalities and explores how actors navigate challenges such as illiteracy, scarce resources, and institutional voids to participate in markets. Winfred’s work spans topics including frugal innovation, coffee value chains, and digital ecosystems in Africa. She has published in Marketing Theory, Industrial Marketing Management, Journal of Marketing Management, International Marketing Review, and Journal of Rural Studies.