Marketing, International Business and Entrepreneurship
We contribute to the development of marketing and international business strategies, sustainable business practices, and inclusive entrepreneurial ecosystems, and are at the forefront of research on social enterprises and fair-trade organisations.
We seek to positively impact both academic thought and practical applications in the commercial, non-profit and third sectors.
Our marketing research covers areas such as consumer behaviour and decision-making, digital marketing, human-technology interactions, innovation management, ethical marketing and sustainability, and strategic marketing. It also extends to addressing social equity, stigma and discrimination. We study how advertising and marketing communications can influence public health outcomes, support health behaviour change, and contribute to community wellbeing.
In international business, we examine the strategies and resilience of multinational enterprises, particularly in times of uncertainty. This work covers topics such as global value chains, fair trade, and the internationalisation of micro-firms.
Our entrepreneurship research focuses on marginalised communities, exploring how entrepreneurial practices can drive success and foster economic development.
Methodologically, our research leverages both qualitative and quantitative approaches. We employ a diverse range of methods that include ethnographic approaches, action research, experiments, eye-tracking, surveys, interviews, focus groups, and Q-methodology.
Group leadership
- Professor David Yoon, Head of group
- Dr Anjan Pal, Research seminar coordinator
Research highlights
The group’s research addresses important business and societal issues such as:
• Equal Parenting
• Fair Food Futures UK
• Fighting Malnutrition in Northern Ghana
• FixOurFood
• Inclusive Online Communities
The group is also home to the Centre for Evolution of Global Business and Institutions.
Related links
Editorial role holders
- Dr Ariadne Kapetanaki: Associate Editor, Qualitative Market Research
- Dr Karolos Papadas: Associate Editor, Journal of Sustainable Marketing, Editorial Board Member (Corporate Social Responsibility and Business Ethics area), Journal of Business Research
- Dr Madeline Powell: Associate Editor, Social Enterprise Journal, Editorial Board Member, Public Management Review
- Professor Snehasish Banerjee: Editorial Board Member, Internet Research
- Professor Victoria Wells: Associate Editor, Journal of Marketing Management, Consulting Editor, International Journal of Management Reviews