PhD Marketing and Strategy (Decision Making and Strategy Process) in Birmingham United Kingdom | Aston University

We examine key marketing and management challenges, sharing our insights with both corporate and academic audiences. Maintaining excellence in research, education, and advisory services is fundamental to our approach. Our faculty members are recognized experts who have contributed to top-tier marketing and management publications. While we address the full spectrum of marketing and strategy topics, we concentrate primarily on four core research domains.

The Marketing and Strategy Department has built a strong reputation for quantitative analysis of organizational-level concepts including strategic approaches, resource allocation, planning processes, adaptability, and their impact on business outcomes. Current research emphasizes executive-level considerations such as strategic reasoning, interpretation frameworks, management cognition elements, alternative strategies, and decision-making tools.

Our methodology combines various techniques suited for exploring intricate strategic decision processes. Recent initiatives have employed qualitative cognitive approaches, including classification methods, mental model visualization, hierarchical analysis, alongside comprehensive interviews and observational case studies.