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MARKETING AND STRATEGY
AT CARDIFF BUSINESS SCHOOL
RESEARCH PROFILE
Research Clusters
Society
- Consumer Research
- Marketing
Communications
and Organisations
Innovation and
Entrepreneurship
Marketing
Pedagogy, Methods
and Scholarship
Cardiff Business Schoolās Marketing and Strategy Faculty
represent one of the UKās largest and leading centres of
research excellence in Marketing and Strategy.
Our marketing and strategy section is home to over 30 scholars whose globally recognised expertise spans a broad spectrum of marketing and strategy issues. In our research, we address important questions that: make managers behave differently; ensure our students think differently; provide guidance to public policy makers for them to decide differently; and, for fellow researchers to investigate differently. These research questions reflect compelling issues that underpin our understanding of customers, markets, technology, data, entrepreneurship, and society. We are guided by five priorities in our research work: to deliver rigorous high quality novel research in a collaborative way, that is relevant to our students, partners and society, and to disseminate this widely to deliver impact. This ensures that our taught programmes remain at the forefront of knowledge so that we deliver evidence-based and valuable insights in our teaching and learning activities. Our longstanding contributions in business sustainability and corporate social responsibility means that the sectionās work addresses many of the Grand Challenges that society faces and the United Nationsā Sustainable Development Goals, which has made us a key foundation for the Schoolās Public Value Strategy. We also deliver research that is highly regarded by fellow scholars being ranked global #1 for citations among marketing departments in universities in the UK, USA, Australia, Canada and New Zealand for the research impact of our leading faculty (Souter et al., 2015). Our research covers a broad spectrum of marketing and strategy issues, and utilises a wide range of approaches from ethnographic approaches to understanding highly nuanced aspects of consumer behaviour to predictive modelling in competitive markets and effective managerial decision making in data-rich environments. Our research also involves considerable inter-disciplinary work with other Schools including initiatives with the Festivals Research Group, the Crime and Security Research Institute and the Responsible Innovation Network.
MARKETING
AND SOCIETY
Marketing first evolved as a discipline that was both strongly commercially focussed and relatively abstract in its theories and thinking. Marketingās critics argue that this disconnected it from the real world consequences and implications linked to consumption and production. Our research seeks to reconnect the conceptual and practical aspects of marketing with the social and ecological systems within which they exist, and with which they interact. Our work considering these reconnections includes research into:
- Place-based, cross cultural and multicultural marketing, which captures the socio- geographical dimensions of markets from the local to the global;
- The responsibilities of management strategists, marketers and consumers in constructing markets, managing businesses, delivering innovation and promoting social well-being;
- Understanding how communities of place, practice and interest can contribute to more sustainable and socially responsible marketing and management that delivers public value;
- The application of marketing principles to unconventional contexts, particularly through studies relating to social marketing, social enterprise, charities, and public and professional services marketing;
- Macromarketing perspectives exploring how concepts such as critical marketing, sharing, anti-consumption, ethical ideology, consumer religiosity and the circular economy are challenging theories and changing practices within societies and markets.
People and Publications
Academic staff working within this cluster include: Olaya Moldes Andres; Roberta De Angelis; Carmela Bosangit; Nazan Colmekcioglu; Kate Daunt; Ahmad Jamal; Nicole Koenig-Lewis; Zoe Lee; Ken Peattie; Laura Reynolds; Anthony Samuel; Stephanie Slater; Carolyn Strong; Mirella Yani-de-Soriano. Our work on these issues has been published in leading journals such as: Computers in Human Behaviour, European Journal of Marketing, IEEE Transaction on Engineering Management, International Marketing Review, Journal of Business Ethics, Journal of Business Research, Journal of Cleaner Production, Journal of Macromarketing, Journal of Sustainable Tourism, Philosophy of Management, Public Management Review.
MARKETING
COMMUNICATIONS
Communication is crucial for the building of marketing relationships and brand equity. In an increasingly globalised world, in which the range of media available to marketers is rapidly evolving, effective marketing communication is much more complex and challenging, compared to the 20th century in which the majority of marketing theory and wisdom developed. Our research seeks to explore the diversity of contemporary marketing communications management, including research into:
- Consumer response, recognition and recall for commercial and political advertising;
- Social media, including their use in B2B marketing, consumer narratives through social media, Twitter as a marketing channel, and the influence of blogging and bloggers;
- Visual communication including branding and visual identity, consumer response to labelling for ethical, sustainable and Halal products;
- Sponsorship and branding, particularly in sports;
- Selling, sales, sales promotion and service;
- Consumer responses to sponsored content advertising (native advertising);
- The interplay between authenticity and brand parody;
- Advertising ethics;
- Programmatic advertising. (^) People and Publications Academic staff working within this cluster include: Roberta De Angelis; Carmela Bosangit; Paul Bottomley; Prabirendra Chatterjee; Nazan Colmekcioglu; Kate Daunt; Ahmad Jamal; Zoe Lee; Rebecca Mardon; Anthony Samuel; Amy Yau. Our work on these issues has been published in leading journals such as: European Journal of Marketing; Harvard Business Review; Journal of Advertising; Journal of Business Ethics, Journal of Business Research, Journal of Business and Industrial Marketing, Journal of Retailing, Management Science, Nonprofit and Voluntary Sector Quarterly, PLOS One.
STRATEGY, MARKETING
AND ORGANISATION
Although marketing is typically treated as a function, the strategic role of marketing and the Chief Marketing Officer is critical in delivering high performance for organisations. Many of our studies have consistently demonstrated this from the marketing actions taken across recessionary and expansion periods, to the marketing experience of Board members, through to market entry decisions and supply chain relationships. The strategy, marketing and organisation cluster is primarily concerned with processes and activities that create and appropriate value for organisations. Our key interests centre on four determinants of strategic value: capabilities; configuration; context; and, content.
People and
Publications
Academic staff working within this cluster include: Carmela Bosangit; Luigi De Luca; Anna Kaleka; Yiannis Kouropalatis; Robert Morgan; Matthew Robson Eleri Rosier; Stephanie Slater; Mark Toon; Tina Xu. Our work on these issues has been published in leading journals such as: British Journal of Management, Industrial Marketing Management, International Journal of Electronic Commerce, Journal of the Academy of Marketing Science, Journal of Marketing, Journal of Management Studies, Journal of Product Innovation Management, Journal of Service Research, Journal of Strategic Marketing, Strategic Management Journal. Research work in capabilities includes:
- Customer and marketing intelligence and business information systems;
- Operational and dynamic capabilities;
- Capability complementarity and substitution;
- Organisational learning and knowledge for marketing and strategy. Research work in configuration includes:
- Alliances and inter- organisational value co-creation;
- Business models and structural forms;
- Return on marketing investment;
- Value appropriation;
- Corporate governance and strategic controls;
- Organisational traits and their effect strategic behaviour and business performance. Research work in context includes:
- Marketing enactment;
- Innovation and technology management;
- International business, emerging markets regionalisation and the geo-politics of business;
- Industrial and B2B marketing management;
- Services marketing and servicescape design;
- Venturing behaviour. Research work in content includes:
- Brand and product portfolio strategy and brand equity;
- Innovation ambidexterity;
- Business strategy including leadership, implementation and the role of marketing managers;
- Strategic and marketing orientations.
INTERNATIONAL
MARKETING
Despite recent country moves towards protectionism, marketing activities across borders are here to stay. Customers the world over have become used to, and reliant upon, foreign goods and services; and for most firms and organisations, overseas markets furnish larger potential growth opportunities than domestic ones. Still, relatively remote, overseas customers are more difficult to understand and keep satisfied and firms competing overseas lack home-field advantages. Indeed, firms require marketing strategies and structures that can help them overcome these challenges and successfully grasp opportunities in regional and global marketplaces. Our work seeks to provide international marketing managers with insights into the challenges they face. We examine the following themes, among others:
- Institutional impacts on strategic decisions and operations of outward direct investors from emerging markets;
- Innovative strategies, and the identification and exploitation of opportunities, in and from emerging markets;
- The role and influence of corporate social responsibility within exporters, multinational enterprises and global supply chains;
- Expansion strategies of resource-challenged international new ventures, āborn globalsā and exporting SMEs;
- Processes of value creation and capture, and competitive advantage, in export markets;
- Cultural management styles and identities of firms from particular countries and regions in their foreign-market expansion;
- The use of collaborative and cooperative capabilities and strategies for international marketing purposes.
People and Publications
Academic Staff working on these themes include: Anna Kaleka; Robert Morgan; Ken Peattie; Matthew Robson; Stephanie Slater; Yue Tina Xu. Our work on these issues has been published in leading journals such as: Business History, Industrial Marketing Management, International Business Review, International Marketing Review, Journal of Business Ethics, Journal of International Business Studies, Journal of International Marketing, Journal of Marketing, Journal of Product Innovation Management, Journal of World Business, Management and Organisation Review, Organisation Science.
RESEARCH IN
PEDAGOGY,
METHODS AND
SCHOLARSHIP
In addition to the clusters dedicated to key marketing and strategy topics, our staff are also active in undertaking pedagogical research and methodological developments across a range of marketing and strategy contexts. This research includes studies into:
- Marketing education, including specific topics such as entrepreneurship;
- Quantitative marketing research, including the psychology of survey response and the use of particular techniques such as linguistic analysis, multiple-criteria data analysis, and data envelopment analysis;
- Methodological innovations for studying market/social phenomena including the use of multilevel, archival data and the application of āBig Dataā to better create predictive marketing models;
- Researching educational experiences including comparative learning styles in marketing education, student experience recall and the design of learning environments;
- Bilingual teaching in business education;
- Bibliometric methods and natural language processing to establish the core and diffused knowledge structure
of business and management domains. People and Publications
Academic Staff working on these themes include: Paul Bottomley; Kate Daunt; Luigi De Luca; Matthew Exton; Nicole Koenig-Lewis; Yiannis Kouropalatis, Robert Morgan; Eleri Rosier; Rebecca Scott; Stephanie Slater; Carolyn Strong. Our work on these issues has been published in leading journals such as: Entrepreneurship Research Journal, Higher Education Quarterly, International Marketing Review, Journal of Business Research, Journal of Further and Higher Education, Journal of Teaching in International Business, Judgement and Decision Making.
