PhD Marketing and Strategy (Strategy as Practice) in Birmingham United Kingdom | Aston University

We examine key marketing and management challenges, sharing our insights with both corporate and academic communities. Our effectiveness stems from maintaining exceptional standards in research, education, and advisory services. 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, we concentrate on four primary research domains.

This investigation employs sociological frameworks to explore the minute details of strategic processes. Instead of viewing strategy as a static organizational possession, we frame it as an ongoing human practice involving daily interactions with tools, resources, and colleagues. Multiple team members have substantially advanced both theoretical understanding and practical applications.

Our work examines various strategy professionals, from executives and mid-level managers to consultants and external specialists. We particularly investigate the subtle techniques and patterns these individuals employ, such as utilizing strategic tools, participating in planning sessions, or facilitating strategy seminars. To observe these processes intimately, our approach typically involves qualitative methods like interviews, ethnographic studies, direct observation, or video analysis to document the intricate dynamics of strategy formulation, discussion, and implementation.