strategy, strategic marketing and international marketing group
The Strategy, Strategic Marketing and International Marketing Research group focuses on the emergence of firm-level market development and strategy from complex inter-firm relationships that characterise internationalised economies.
There is a strong interdisciplinary, multi-level, comparative/international dimension to the group's research in which advances in analytical approaches and quantitative methodologies are deployed to understand firm-level strategic capability development in its wider national and international context.
There is a sustained interest in the specific techniques through which firm-level market development and strategy is enacted, such as market research techniques, brand projection/expansion and e-based marketing technologies. Micro-level work takes places on relational and service-based marketing in the context of changing corporate cultures and control systems.
The group has forged strong international links by forming teams and strategic alliances containing researchers from the leading universities and has developed an integrated knowledge dissemination strategy working closely with major international scholarly associations, such as the Chartered Institute of Marketing, Academy of International Business, European Marketing Academy and American Marketing Association. Members of the group publish in prestigious journals such as Journal of Marketing, Journal of Marketing Management, Journal of Services Marketing and the Journal of Management Studies and Organization Studies.