Dr Carolyn Strong
Reader in Marketing and Strategy
- strongc@cardiff.ac.uk
- +44 (0)29 2087 5286
- R07, Aberconway Building, Colum Road, Cathays, Cardiff, CF10 3EU
Overview
I am a Reader in Marketing at Cardiff Business School where I teach marketing with a focus on ethical, environmental and social issues. I am currently the BSc Business Management Programme Director and a Cardiff Business School Public Value Engagement Fellow.
I am Cardiff Business Schools Academic Director of Estates, a position which to date has successfully implemented sustainability and circular economy into all of the Business Schools space development and refurbishment projects, in this role I am a nominated member of Cardiff University Health, Safety and Wellbeing Sub-Committee. I currently a member of Cardiff Business School's Management Board.
Following my undergraduate studies in Liverpool, I joined Royal Mail Parcelforce before becoming an academic at the then Polytechnic of Wales. I went on to study part time and gained an MBA and a MA in Marketing. Following this I studied for a PhD in customer service strategy at Cardiff University.
I have published in Journal of Business Research, Marketing Letters, European Journal of Marketing and Journal of Advertising, among others. I will shortly publish an edited collection of ethical and social marketing contributions; and I am working on a new book of small business enterprise interest. I am the long standing Editor in-Chief of the Journal of Strategic Marketing where I strive to support publications from established academics, and to encourage early career academics to develop their work from conception to publication.
I am a Director, Trustee and Welsh Convenor of EAUC – The Alliance for Sustainable Leadership Education. I work closely with social enterprises and small sustainable organisations in Wales. My research interests focus on sustainability and the positive contributions marketing can make to society, in particular local communities, social enterprise and ecological approaches to business.
Biography
Qualifications
My qualifications include a PhD, an MBA, an MA and an undergraduate BA
Academic positions
Polytechnic of Wales / University of South Wales
University of Bath
Cardiff University
Recent Visiting fellowships
University of Porto, Portugal
American University of Sharjah, UAE
Publications
2021
- Md. Abdullah Al, M., Strong, C. and Md. Abul Kalam, A. 2021. Islamic marketing: a literature review and research agenda. International Journal of Consumer Studies 45(5), pp. 964-984. (10.1111/ijcs.12625)
- Strong, C. ed. 2021. Ethical approaches to marketing: Positive contributions to society. Berlin: De Gruyter.
- Ghordanian, M., Tarin, A. and Strong, C. 2021. The passing of time and consumption behavior of the elderly in three countries: Differences and similarities. In: Strong, C. ed. Ethical Approaches to Marketing: Positive Contributions to Society. Berlin: De Gruyter, pp. 190-210.
- Strong, C. 2021. What omnichannel really means?. Journal of Strategic Marketing 29(7), pp. 567-573. (10.1080/0965254X.2021.1937284)
- Strong, C. A.et al. 2021. Why do consumers research their ancestry? Do self-uncertainty and the need for closure influence consumer's involvement in ancestral products?. Journal of Business Research 99, pp. 332-337. (10.1016/j.jbusres.2018.12.065)
- Strong, C., Baylis, R. and MacNiven, L. 2021. Communication apprehension in the university large lecture teaching environment: an information technology intervention. Presented at: 2021 AMA Global Marketing SIG Conference, Taormina, Italy, 1-3 October 2021. American Marketing Association
- MacNiven, L.et al. 2021. Covid-19 the saviour of the lecture. Presented at: British Academy of Management Teaching & Learning (MKE) Conference 2021, Virtual, 23 June 2021.
- MacNiven, L.et al. 2021. Let's keep the lecture alive. Presented at: Centre for Education Support and Innovation (CESI) Learning and Teaching Conference 2021, Virtual, 01-02 July 2021.
2020
- Sreejesh, S.et al. 2020. Consumer response towards social media advertising: effect of media interactivity, its conditions and underlying mechanism. International Journal of Information Management 54, article number: 102155. (10.1016/j.ijinfomgt.2020.102155)
2019
- Strong, C. and Lavery, G. 2019. How the circular economy can help universities save money, reduce greenhouse gas emissions and avoid waste. Presented at: EAUC 23rd Annual Conference 2019, Manchester, England, 18-20 June 2019.
- Strong, C. 2019. Marketing and society – The story of public value teaching. Presented at: Centre for Education Support and Innovation (CESI) Learning and Teaching Conference 2019, Cardiff, UK, 11 September 2019.
2018
- Martin, B., Strong, C. and O'Connor, P. 2018. How psychologically entitled shoppers respond to service recovery apologies. European Journal of Marketing 52(9/10), pp. 2173-2190.
- Lindgreen, A. et al. eds. 2018. Engaging with stakeholders: A relational perspective on responsible business. Abingdon and New York: Routledge.
2016
- Martin, B. A. S. and Strong, C. 2016. The trustworthy brand: effects of conclusion explicitness and persuasion awareness on consumer judgments. Marketing Letters 27(3), pp. 473-485. (10.1007/s11002-014-9343-9)
2014
- Strong, C. and Martin, B. A. S. 2014. Effects of perspective taking and entitlement on consumers. Journal of Business Research 67(9), pp. 1817-1823. (10.1016/j.jbusres.2013.12.008)
2013
- Martin, B. A. S., Gnoth, J. and Strong, C. 2013. Temporal construal in advertising. Journal of Advertising 38(3), pp. 5-20. (10.2753/JOA0091-3367380301)
2003
- Morgan, R. E. and Strong, C. A. 2003. Business performance and dimensions of strategic orientation. Journal of Business Research 56(3), pp. 163-176. (10.1016/S0148-2963(01)00218-1)
- Morgan, R. E., Strong, C. A. and McGuinness, T. 2003. Product-market positioning and prospector strategy: An analysis of strategic patterns from the resource-based perspective. European Journal of Marketing 37(10), pp. 1409-1439. (10.1108/03090560310487176)
Teaching
Teaching
I currently lead and deliver teaching on various undergraduate and postgraduate programs. My teaching this academic year includes:
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Entrepreneurship and Business Start-ups, Final Year UG Business Management
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New Venture Creation, MSc Business Strategy & Entrepreneurship
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Biulding a Brand, Help to Grow Management Programme
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Project supervision, MSc Strategic Marketing
Recent student recognition
“Having a project where we can use our skills was for me the perfect way for assessing us and having a live project where we have to bring awareness to something is also such a good idea. In addition, having a lecturer that has kids of the same age really helps as you can connect more, you know what we like and don’t like, you understand when we are hungover and don’t want to come to lectures, you know how to communicate efficiently which most lecturers do not and don’t bother with doing”
“All of my friends were jealous for not picking Marketing & Society after hearing the great projects, how we were being assessed, such a friendly nice lecturer, our several outings etc and wished they chose that instead of just another plain module”
"Just down to you as a lecturer played (in my opinion) a huge part in why we all enjoyed your class because although we were learning it was very chill and made us look forward to your class instead of just a boring slide show with 250 students, 0 interaction or disconnection from the lecture”
“Experiencing more hands-on learning through working with real businesses and taking regular trips has been invaluable to me and something I wish more modules included so this was definitely a highlight of the module. Also, the smaller size of the module is something I hadn't realized could have such a positive impact on my learning. Actually being able to get to know everyone as well as you as our module leader has really helped improve my experience”
“This module I found to be the most insightful and enjoyable lectures, the close group work was an extremely useful and great way to break students into a new module and with relevant tasks creating motivation and buzz for the subject”
“I just thought I would drop you a message as I got my results today, and I am delighted to say I have received a first class honours! I wanted to say thank you so so much for all of your support throughout my University experience, you truly have been my favourite lecturer!”
My current interests focus on the following topics
- Marketing’s contribution to society and the community
- Public and social value engagement
- Small business branding and brand management
My research is collaborative and has an impact on small businesses, policymakers and society engaging in dialogue to improve society and the environment.
Recent publications
Strong, C Editor. Ethical Approaches to Marketing, Positive Contributions to Society. De Gruyter 2021.
Md. Abdullah Al Mamun, Carolyn Strong, Md Azad. Kalam Abul (2020) Islamic Marketing: A Literature Review and Research Agenda. International Journal of Consumer Studies. Published online, forthcoming in print.
Naveen Donthu, Satish Kumar, Justin Paul, Debidutta Pattnaik, and Carolyn Strong (2020). A retrospective of the Journal of Strategic Marketing from 1993 to 2019 using bibliometric analysis. Journal of Strategic Marketing Published online.
Justin Paul, Sreejesh S. Carolyn Strong, Jose Pius Nedumkallel (2020) Consumer Response in Social Media Advertising: Effect of Media Interactivity, its Conditions and Underlying Mechanism. International Journal of Information Management Published online, forthcoming in print Volume 54.
Strong, C., B. Martin, H Seuny Jin, D. Greer, P. O’Connor (2019). Why do consumers research their ancestry? Do self-uncertainty and the need for closure influence consumer’s involvement in ancestral products? Journal of Business Research, 99, pp 332-337.
Keynote speaker on Brands and Ethics , 10th International Research Meeting in Business and Management. Ipag, Nice, 2019.
Greg Lavery and Carolyn Strong, How the circular economy can help universities save money, reduce greenhouse gas emissions and avoid waste.EAUC - The Alliance of Sustainability and Leadership in Education Conference Manchester University 2019
