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University of Stirling


Research area

Business and Marketing

Research focuses on the strategy, operation and marketing of profit and not for profit businesses of all sizes in domestic and international markets, while also investigating the role of the consumer in marketplace interactions. Critical, creative and cross-disciplinary approaches are adopted in order to reach an understanding of contemporary business, marketing and consumer behaviour.

Research carried out has also contributed to local, national and international economic and social policy at Government, European Union and wider levels. Our research is also used to inform both undergraduate and postgraduate teaching. This ensures that the student body is exposed to relevant, up to date issues which will impact on their future careers. In addition to dissemination at national and international conferences our research is published in peer reviewed internationally and nationally recognised journals, research monographs, edited collections and reports. Our work also receives attention in all forms of the media, including the national press, television, radio and the internet. As a consequence of our international research reputation, we attract doctoral students from around the world who pursue their interests in a range of contemporary areas of business and marketing research.

A particular research strength centre's on the organisation in domestic and international markets. Creative use of limited resources, innovation and entrepreneurial learning are examples of current research and knowledge exchange interests in this domain. Other knowledge exchange activities centre on performance management and measurement, change management and quality management. International business and international marketing are other areas of activity, including a focus on international human resource management and cross-cultural management. Although much of our research interrogates what happens in traditional industry environments, there is also a focus on the cultural and creative industries. Examples of current research in consumer behaviour include consumer socialisation and periods of transition and the role of consumption in aiding, developing and structuring people’s lifestyle options. The marketing of fish from capture and cultured-based sources in developed and developing countries is an example of current applied marketing research.

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