Marketing, International Business and Entrepreneurship

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 advances sustainable entrepreneurship solutions that support marginalised communities, respond to climate change, and tackle other pressing global challenges.

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.

Our scholars publish in leading academic outlets, including the Journal of International Business Studies, Journal of Finance, Journal of Business Venturing, Research Policy, Journal of Business Ethics, British Journal of Management, Journal of Business Research, Psychological Science, and Industrial and Corporate Change, among others.

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
• Exploring no and low alcohol consumption

The group is also home to the Centre for Evolution of Global Business and Institutions.