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James Crick

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Lecturer in Marketing

James is a Lecturer (Assistant Professor) in Marketing in the School of Business and Economics. Originally from Leicestershire, James emigrated to Wellington, New Zealand in 2010, where he completed his Bachelor’s degree at Victoria University of Wellington (2011-2013) and Master’s degree at Massey University (2014-2015). In April 2015, James returned to the United Kingdom and began his doctoral studies at Loughborough University, where he is due to submit his PhD thesis. Before commencing his doctoral studies, James has held various teaching and research positions in the United Kingdom, New Zealand and Canada. Specifically, between 2014 and 2015, James was a Marketing Tutor at Massey University where he taught “Principles of Marketing”. Between 2015 and 2017, James was a Marketing Tutor and Researcher at De Montfort University, where he taught “Principles of Marketing” and “International Marketing” in addition to an ongoing collaborative study with a full-time faculty member. Since 2017, James is an Adjunct Scholar at the University of Ottawa where he is currently collaborating with two full-time professors in the Faculty of Management as well facilitating networks with various faculty members. In his role at Loughborough University, James is collaborating with several academics in the School of Business and Economics in tandem with his other domestic and international academic and practitioner relationships.

James’ research interests are at the marketing/entrepreneurship interface (also known as entrepreneurial marketing). This cross-disciplinary domain focuses on companies’ innovative, risk-taking and proactive behaviours used to deliver value to customers. Specific research areas include international marketing (with a focus on internationalisation), collaborative business strategies (e.g., coopetition), market and entrepreneurial orientation and dynamic business models. In his research, James has used qualitative and quantitative methods on empirical samples from the United States, United Kingdom, New Zealand, Canada and Malaysia. Moreover, other than with colleagues at Loughborough University, James has close research links at various universities across several countries, namely, University of Ottawa (Canada), De Montfort University (United Kingdom), University of Portsmouth (United Kingdom), and Victoria University of Wellington (New Zealand).

James has published in international journals such as Journal of Strategic Marketing, Qualitative Market Research: An International Journal, Strategic Change, European Business Review and Marketing Intelligence & Planning. He also has one edited book chapter (Advances in Global Marketing: A Research Anthology). James’ current research is under review in various international journals with academics in several countries. James has also presented at numerous conferences (and/or doctoral events) around the world, such as the: Academy of Marketing Conference, British Academy of Management Conference, Academy of Marketing Science Conference, International Council for Small Business Conference and the American Marketing Association’s Global Research Symposium on Marketing and Entrepreneurship (as well as attending a series of more specialised conferences). James is also an active participant at the McGill International Entrepreneurship Conference.

James has received a range of funding awards from sources such as: external research grants, academic prizes and departmental-level funding. Such research funding has equated to over £68,000 and has originated from the United Kingdom, Canada, New Zealand and the United States. James is a full member of the Academy of Marketing and British Academy of Management. Furthermore, James won the “Best Doctoral Paper Award” at the 2017 Academy of Marketing Conference (hosted by the University of Hull).

In terms of service to research at the marketing/entrepreneurship interface, James has been a reviewer for the following international journals: Journal of World Business, Journal of International Marketing, International Marketing Review, Journal of Small Business Management, Marketing Intelligence & Planning, Qualitative Market Research: An International Journal and Journal of Vacation Marketing. James has also been a reviewer for the British Academy of Management and Academy of Marketing Science Conferences

Crick, J.M. (2018). The facets, antecedents and consequences of coopetition: An entrepreneurial marketing perspective. Qualitative Market Research: An International Journal (Forthcoming).

Crick, J.M., and Crick, D. (2017). “Lean start-up” practices: Initial internationalization and evolving business models. In L.C. Leonidou., C.S. Katsikeas., S. Samiee., and B. Aykol (eds.) Advances in Global Marketing: A Research Anthology (Forthcoming).

Crick, J.M., and Crick, D. (2016). Developing entrepreneurial resilience in the UK tourism sector. Strategic Change, 25(3), pp. 315-325.

Crick, D., and Crick, J.M. (2015). Learning and decision-making in marketing planning: A study of New Zealand vineyards. Marketing Intelligence & Planning, 33(5), pp. 707-732.

Crick, D., and Crick, J.M. (2014). The internationalization strategies of rapidly-internationalizing high-tech SMEs: Planned and unplanned activities. European Business Review, 26(5), pp. 421–448.