I have worked across different sectors including, higher education, and the private sector. However, since receiving my PhD from Keele University in 2009, I have focused soley on academia and held lecturing posts at the University of Bedfordshire, the University of Northampton and Keele University. My research interests have remained focused around the areas of my PhD which looked at how ethnic communities and individuals reflect on identity and construct identity based on local and global consumer cultures. Another area of interest that I focus on is innovative qualitative multi-method research design and encourage my informants to be co-researchers rather than passive informants, with the view that this will result in richer data. My roles within industry have also focused more on research activity, training, and consulting on different issues that affect consumers, small enterprises, general management, service delivery surveys, consumer studies, and so forth. In undertaking most of these projects, I used different data analysis software such as SPSS and NVivo. This has helped to develop and sharpen my experience of collecting, analysing, and interpreting both quantitative and qualitative data sets, as well as producing research outputs of a very high standard.
In terms of research publications, I have published 3 books, 5 book chapters, over 25 peer reviewed journal articles, as well as presented research papers at different peer reviewed conferences, across many countries. More importantly, some of my research outputs have been published in academic journals of very high standing including Journal of Business Research (ranked as number 1 business journal on Google); Journal of Marketing Management; Journal of Macro-Marketing; Journal of Enterprising Culture; British Food Journal; Industry and Higher Education, Advances in Consumer Research, Mediterranean Journal of Social Sciences, among others. Furthermore, I am a reviewer for different academic journals and an external examiner for different universities within the U.K and internationally.
With reference to my teaching approach, I believe that my role as a lecturer is that of an enabler. In that, I believe in creating a teaching and learning environment that is highly supportive of my students and their needs, yet at the same time challenges them. I focus on encouraging my students to think about each and every marketing and consumer behaviour situation holistically, with the view that they will be more proactive going out into the working world.