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Dr Nadine Waehning
Lecturer in Marketing and Programme Leader of MSc Global Marketing (January cohort)



I started working at the University of York in 2020 as a Program Leader of MSc Global Marketing (January cohort) and Lecture (Teaching and Scholarship) in Marketing. I was a Program Director and Senior Lecturer at York St John University from 2014-2020 teaching at UG and PG. I hold a PhD from Hull University in the area of consumer behaviour (regional product purchase) and cultural differences. I ran my own business in international marketing consultancy during my PhD – Initio Marketing.

In 2017, I started to create a community for Marketers in York. This group includes anyone who is working in Marketing or sees themselves as a Marketer (practitioners, academics, students) or is working in any related discipline design, PR, any other communication channel and/or strategy. This group meets 4-6 times a year to organise CPD accredited events, networking and experience sharing events but also gets involved in further growing the mentoring program in and around York with the help of the CIM.


Subject Group

Departmental roles

Programme Leader



My research expertise spans across a variety of both qualitative and quantitative studies. My PhD was looking into Consumer motives to purchase regional products: the relationship with regional cultural differences and demographic variables. My current area of research focuses on internationalisation enablers and challenges for micro-firms in the case of craft breweries.

Research interests / Scholarly Activity

  • Consumer behaviour
  • Cultural differences
  • International marketing
  • Marketing for SMEs (focus on micro-breweries)


As a research team we secured University of York Research Priming Funding 2018 worth (£5,544) an empirical application of foraging to consumers’ alcohol and pub consumption choices.

As a research team we applied for Scottish Universities Insight Institute 2017 worth (£20,000) looking into Crafting Growth: Exploring emerging potential & challenges of extended collaboration for Scotland’s craft beer sector.

I secured funding for one research assistant as part of the York St John University Student as a Researcher scheme in 2015 and again in 2016, on a project examining at the relationship between on- and off-line student engagement and grades; and consumer motives to purchase craft beer and the communication gap between breweries, retailers and consumers (£2,300).


I would welcome enquiries from potential research students working on International Marketing; Cultural Differences; Consumer Behaviour; Strategic Marketing; Marketing of SMEs.

Current supervision

  • An Examination of Country of Origin Effect on Internationalisation of Palestinian Companies in the Light Manufacturing Sector. (Due 2021.)
  • Analysing the social media communication for SMEs in the fashion retail industry: A case study of Bangladesh. (Due 2022.)


Full publications list

Edited books

Waehning N., Karampela M. & Pesonen J. (2018) “‘Craft’ as a contested term: Revealing meaning diversities among consumers in the context of the craft-brewing industry”, in Bell E., Mangia G., Taylor S. & Toraldo L.: The organization of craft work – Identities, Meanings and Materiality, London: Routledge.

Book chapter/case study

O’Brien J. & Waehning N. (2018) Mikkeller: A Gypsy Brewer Born Global, London: Sage Business Cases. Sage.

Dahl S. & Waehning N. (2015) “Ethical Consumption”, in Eagle, L. & Dahl, S.: Marketing Ethics & Society, London: Sage.

Journal articles

Cabras I., Waehning N., Sohns F., Shakina E. & Bosworth G. (2021) “Brewing Growth: Regional Economic Development, Social Engagement and the Global Beer Industry” (in review)

Cabras I., Lorusso M. & Waehning N. (2020) Measuring the economic contribution of beer festivals on local economies: The case of York, United Kingdom. International Journal of Tourism Research. Vol.22, No.6, pp.739-750.

Waehning N., Sirkeci I., Dahl S. & Zeyneloglu S. (2018) Case Study: Regional Cultural Differences Within and Across Four Western European Countries. Transnational Marketing Journal. Vol.6, No.1, pp.23-47.

Costello R., Reed A.K., Waehning-Orga N. & Shaw N. A. (2014) “Research-led Training: the PhD Experience Conference 2013 Supporting the Student in Higher Education”. Enhancing Learning in The Social Sciences (ELiSS) ELSS-2013-0019.

Conference papers

Karampela M. & Waehning N. (2018) “Too small for a too large global marketplace? An exploratory investigation into micro-firms' internationalization initiation and processes in the context of the British craft-brewing industry”. EMAC Glasgow.

Waehning N., Karampela M. & Bright K. (2017) “Exploring the relative importance of consumer motives when purchasing craft and premium beer, and the ignored role of intermediaries: ​A preliminary analysis with British consumer”. Beeronomics Conference Copenhagen.

Karampela M. & Waehning N. (2017) “Local heritage – A hindrance or a catalyst for successful internationalization initiation? Empirical evidence from micro-businesses in the British craft-brewing industry”. CIMaR Florence.

Waehning N. & Karampela M. (2017) “The role of networks and relationships for micro-firms' growth: A typology and exploratory analysis of their relative importance in the context of the micro-brewing sector”. AM Hull.

Karampela M. & Waehning N. (2016) “Exploring the UK Micro-Brewing Industry: Factors facilitating and hindering Micro-firms’ growth and internationalisation efforts”. AMS Paris.

Pesonen J. & Waehning N. (2016) "Customer and product orientation in SME marketing strategy: evidence from microbreweries". AM Newcastle.

Waehning N. & Dahl S. (2015) “A transnational study to identify consumer motives to buy regional products”. ANZMAC Sydney.

Hoyland T., Hokkham Williams C., Pich C., & Waehning N. (2015) “Personality variables as an antecedent of ethical leadership and unethical negotiation behaviours”. EGOS Athens.

Waehning N., Dahl S. & Reif S. (2014) “Evaluating Regional Cultural Differences in Germany and Great Britain”. AM Bournemouth.

Waehning N. (2013) “The impact of regional cultural differences and demographic variables on consumer region-centric tendencies: Developing the CRTSCALE for the United Kingdom and Germany”. AM Cardiff.

Invited research contributions and professional talks

Presentation: Waehning N. (2018) “Consumer motives to purchase craft beer”, Pint of Science Festival, York.

Presentation: Waehning N. and Karampela M. (2017) “Communication gap between breweries, intermediates and consumer.”, CAMRA beer festival, York.

Presentation: Waehning N. and Karampela M. (2017) “‘Craft’ as a contested term: Revealing meaning diversities among consumers in the context of the craft-brewing industry”, book chapter from The organization of craft work – Identities, Meaning and Materiality, Routledge.

Presentation: Waehning N. (2016) “Cultural differences – latest research”, Regents Park University, Department: Transnational Studies & Marketing, London.



  • Global Marketing
  • Ethical Marketing and Sustainability
  • Brand Management
  • Dissertation - Supervisor
  • Project Module – Module leader

External activities


  • Chartered Marketer - Chartered Institute of Marketing (CIM), May 2014
  • Member - Chartered Management Institute (CMI), September 2016 - 2020
  • HE Fellowship, May 2016

Business engagement

  • York Popup Business Advice Café 2015: Free advice given to local business from York and surrounding areas.
  • Consultancy project 2014/15: My Knowledge Map– Software development project – total value £7,744.46 for the University; we conducted market research and organised, conducted and analysed a focus groups for further product development.
  • Consultancy project 2014/15: ELZO – Event management company – total value £6,952.62 for the University; I conducted some market research, developed a small strategic marketing plan and assisted with consultancy sessions.
  • Consultancy project 2014/15: S12 – Music recording company – total value £7,148.61 for the University; I conducted some market research, developed a small strategic marketing plan and assisted with a few consultancy sessions.
  • Panel member 2014: SEED (Supporting Entrepreneurs, Explore & Develop) competition.
  • Was part of the team to organise the PHD-Conference in Hull 2013.

University of York Management School
University of York
Church Lane Building
York Science Park
York YO10 5ZF

T:+44 (0) 1904 321979

Office hours

  • Monday, 2-3pm
  • Friday, 2-3pm