Profile
Biography
I started working at the University of York in 2020 I am the Program Leader of MSc Global Marketing and Lecture in Marketing. I was a Program Director and Senior Lecturer at York St John University from 2014-2020 teaching at UG and PG. I hold a PhD from Hull University in the area of consumer behaviour (regional product purchase) and cultural differences. I ran my own business in international marketing consultancy during my PhD – Initio Marketing.
In 2017, I started to create a community for Marketers in York. This group includes anyone who is working in Marketing or sees themselves as a Marketer (practitioners, academics, students) or is working in any related discipline design, PR, any other communication channel and/or strategy. This group meets 4-6 times a year to organise CPD accredited events, networking and experience sharing events but also gets involved in further growing the mentoring program in and around York with the help of the CIM.
Career
Subject Group
- People, Operations and Marketing
Departmental roles
Programme Leader
Research
Overview
My research expertise spans across a variety of both qualitative and quantitative studies. My PhD was looking into Consumer motives to purchase regional products: the relationship with regional cultural differences and demographic variables. My current area of research focuses on internationalisation enablers and challenges for micro-firms in the case of craft breweries.
I have developed a strong, and growing international research profile built on individual and team working with researchers from the UK and overseas (e.g. Finland, Pakistan.). My research is interdisciplinary bringing together marketing, entrepreneurship, regional studies and ecology to develop a greater understanding of consumer behaviour and marketing strategy.
Research interests / Scholarly Activity
- Consumer behaviour
- Cultural differences
- International marketing
- Marketing for SMEs (focus on micro-breweries)
Grants
I led and was the co-Investigator on multiple internal grants (totalling £15,312) e.g. Pump Prime Funding Applications; International Collaboration Fellowship.
As a research team we applied for Scottish Universities Insight Institute 2017 worth (£20,000) looking into Crafting Growth: Exploring emerging potential & challenges of extended collaboration for Scotland’s craft beer sector.
Supervision
I would welcome inquiries from potential research students working on International Marketing; Cultural Differences; Consumer Behaviour; Strategic Marketing; Marketing of SMEs.
Current supervision
- An Examination of Country-of-Origin Effect on Internationalisation of Palestinian Companies in the Light Manufacturing Sector. (Passed 2023)
- Analysing the social media communication for SMEs in the fashion retail industry: A case study of Bangladesh. (Passed 2022)
