Research
The School's staff are actively engaged in high-quality academic research in a range of areas relating to both the theory and practice of Marketing and International Business. Many of them are renowned internationally in their field and attract prestigious external funding. Application of research findings in business and government settings is an important consideration in the research that the staff undertake.
Staff members engage in research and debate with senior staff in businesses, government departments, industry associations and other public and private sector organisations.
The School’s primary research focus is on Asia Pacific. However, the range of research interests and activities in the School falls into a number of groupings or ‘clusters’. They include:
Marketing Cluster
Marketing Communications (branding, advertising, sales promotion, and sponsorship)
Macromarketing (social marketing, ethics, green, and sustainability)
Lifestyle Marketing (arts, religion, values, product innovation, and fashion)
Reputation Management (corporate image, brand image, and crisis communications)
International Business Cluster
Global Strategies and Firm Performance (e-commerce; outsourcing; success issues in overseas markets)
Internationalization Processes of SMEs (exporting and market entry strategies; services; and international new ventures)
Cross-Cultural Management (negotiation; inter-cultural interactions; and cross-cultural adaptations)
Business in the Asia-Pacific (transnational entrepreneurship; and ASEAN and country studies like China and India)
To find out more a bout individual staff interests, please visit the Staff Page