PhD Research Student

Ron Cuthbert

Title of Research: Strategic planning in Agricultural Niche Markets

Degrees: BSA, PGD(Ag. Econ.), MSc.(Management)

Area of PhD Research: Niche marketing, strategic planning, flexibility, adaptation

Start of PhD: January 2006

Supervisors: Dr Rob Hamlin and Associate Professor John Knight

Short description of research topic:

The purpose of the study is to improve our understanding of the niche marketing process with specific application to the agriculture and agri-food sectors of the economy. The study will examine the role of niche marketing in the adaptation process of the firm and will attempt to identify the critical strategic management decision functions within the firm that contribute to the development of a niche market position. A better understanding of this process will improve firm success rates of firms entering niche markets and contribute to sector growth and diversification.