Accessibility Skip to Global Navigation Skip to Local Navigation Skip to Content Skip to Search Skip to Site Map Menu

PhD Research Student

Title of research: Strategic planning in Agricultural Niche Markets

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

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

PhD start date: January 2006

Supervisors: Dr Rob Hamlin and Associate Professor John Knight

Email: ron.cuthbert@otago.ac.nz

Ron's research and publications

Research aim

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.