Manchester Metropolitan University

Faculty Member, Business School

SL in Marketing and Retailing; Divisional Facilitator for PR and Marcomms

Thesis Title: ORGANIZATIONAL DEVELOPMENT, CONTINUITY AND SUCCESS IN UK SME FASHION E-RETAILING: A CRITICAL CASE APPROACH

About

Dr. Catherine J Ashworth has research interests in the following areas: SME organisational development; E-retail; e-SMEs; e-marketing; e-retail theatre; fashion marketing, fashion online; strategic marketing; and sustainability strategies.  Understanding and profiling 'success' in comfort-zone and growth organisations in the context of e-business is also of great interest.

Catherine has also embarked upon research into social media and sustainability in e-business, with a specific interest in e-retailing.

Also interested in the use of social media/social computing in a retail and marketing setting.

On the teaching side aspects such as strategic marketing, B2B marketing, services marketing, marketing comms, consumer behaviour, consumer psychology and more recently, tribal marketing and brand hijack via social computing interventions are of interest.

Catherine also teaches international marketing which complements her previous career where she spent over ten years as an international marketing practitioner.

Catherine has also been responsible for developing content for e-learning on corporate and foundation programmes in projects sponsored by HEFCE and Tesco Plc, which have been much publicised in the media over the past three years.

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