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Marketing and Business Strategy (MaBS)

The Marketing and Business Strategy (MaBS) research theme brings together the activities of Sheffield Business School staff engaged in work within those two distinct subjects.

Research by the marketing group tends to focus on the main areas of industrial (B2B) marketing - which includes work in areas of business models, coopetition and interaction/network theory - and consumer-based research - which examines the use of branding, marketing communications, sustainable marketing, service excellence and consumer behaviour.

Strategy research focuses on organisational and business strategy, with a specific interest in change management, project management and public-private interaction. Both themes involve significant collaboration between businesses and other universities, ensuring real-world impact.

Research from the group has appeared in leading journals including the British Journal of Management, Journal of International Marketing, European Journal of Marketing, Industrial Marketing Management, International Marketing Review, Psychology and Marketing, Marketing Theory, and the Journal of Business Research and Supply Chain Management.

Research activity in MaBS is linked to the following areas:

  • Industrial and Business-to-Business Marketing
  • Retail and Marketing Management
  • Marketing Communications and Branding
  • Organisational and Business Strategy
  • Consumer psychology and decision-making
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