Marketing Research Hub (MRH)

About Us

The Marketing Research Hub at the University of Wolverhampton includes a vibrant mix of early and established researchers, that are all driven by real questions that face business and society. Being impact-oriented, we aim to make meaningful contributions to academic theories and debates and enhance consumer, citizen, and societal well-being as well as guide business practice, and public policy, which is of interest to the public.

The activities of The Marketing Research Hub include a range of international research collaborations and creating dialogue and collaboration across disciplines. Based on a diverse theoretical framework our work has been published in leading international journals within and beyond the marketing discipline. The marketing research hub consists of a group of active researchers who conduct research on Marketing, Consumer-Related Issues, Culture, Retailing, Branding, Luxury Marketing, Advertising, Marketing Strategy, Services, Influencer Marketing, Sustainability, Artificial Intelligence, Metaverse, CSR, and Digital Marketing.

Our researchers are experts in quantitative, qualitative, and mixed methods. They supervise several Ph.D. students who also participate in Marketing Research Hub activities. Our focus is on equipping the students with the latest methodological training and skills they need. We have an ongoing recruitment policy for Ph.D. candidates, and we welcome applications from the above-mentioned areas.

The Marketing Research Hub at the University of Wolverhampton includes a vibrant mix of early and established researchers, that are all driven by real questions that face business and society. Being impact-oriented, we aim to make meaningful contributions to academic theories and debates and enhance consumer, citizen, and societal well-being as well as guide business practice, and public policy, which is of interest to the public.

The activities of The Marketing Research Hub include a range of international research collaborations and creating dialogue and collaboration across disciplines. Based on a diverse theoretical framework our work has been published in leading international journals within and beyond the marketing discipline. The marketing research hub consists of a group of active researchers who conduct research on Marketing, Consumer-Related Issues, Culture, Retailing, Branding, Luxury Marketing, Advertising, Marketing Strategy, Services, Influencer Marketing, Sustainability, Artificial Intelligence, Metaverse, CSR, and Digital Marketing.

Our researchers are experts in quantitative, qualitative, and mixed methods. They supervise several Ph.D. students who also participate in Marketing Research Hub activities. Our focus is on equipping the students with the latest methodological training and skills they need. We have an ongoing recruitment policy for Ph.D. candidates, and we welcome applications from the above-mentioned areas.

 

About the MRH

Who we are and what we do

Prof Roya Rahimi (Lead)

Lisa Burbidge-Brown

Monica Chauhan

Dr Emma Edwards

Kai Ma

Dr Thomas Magede

Dr Kareem Sani

ELEVATE Project

Empowering Women Entrepreneurs in Post-Earthquake Hatay, Türkiye

International Collaboration Grants

Principal Investigator: Professor Roya Rahimi

Email: roya.rahimi@wlv.ac.uk

The world is currently grappling with various crises, including natural disasters, disease outbreaks, and the ever-increasing impacts of climate change, which disproportionately affect vulnerable communities. One such crisis struck Türkiye on 6 February 2023, when a series of devastating earthquakes centred in Kahramanmaraş impacted 11 provinces, with Hatay being the hardest hit. This disaster led to the destruction of 48,422 businesses, with many women entrepreneurs (WE) running Micro, Small, and Medium-sized Enterprises (MSMEs) severely affected.

According to a UN Women report (2023), 88% of women entrepreneurs in the affected regions, including refugees, reported having their business operations disrupted by the earthquake. Of those who paused their businesses, 50% could not resume production or services. The key factors essential to their recovery include market promotion, management support, and counselling services.

In response, the ELEVATE Project—a British Council Internationally Funded Project—has been established to support the digital capacity-building of women-led MSMEs in Hatay. This initiative focuses on sustainable business growth and economic recovery in the aftermath of the earthquake, helping women entrepreneurs enhance their digital capabilities, develop marketing solutions, and improve their competitive advantage to ensure business survival.

Our Approach: Open Innovation and Design Principles

The ELEVATE Project follows a structured methodology based on Open Innovation and Design principles, which includes:

  1. Discover: Identifying challenges and opportunities.
  2. Define: Developing strategies to address existing gaps.
  3. Develop: Crafting solutions to empower women entrepreneurs.
  4. Deliver: Implementing and evaluating these solutions in real-world scenarios.

Through constant consultation and co-creation with women entrepreneurs, ELEVATE will conduct a digital literacy gap analysis, develop strategies to address these gaps, and monitor the effectiveness of the solutions. Additionally, women entrepreneurs who benefit from this support will be closely monitored and evaluated, potentially becoming role models for others in the region.

Community of Practice (CoPs): Empowering Women Entrepreneurs Beyond Hatay

As part of the project’s long-term goals, a Community of Practice (CoPs) called “ELEVATE-CoPs” will be formed. Initially focused in Hatay, this community will later expand to other earthquake-affected regions of Türkiye, including Kahramanmaraş and Gaziantep. By strengthening this network of women entrepreneurs, the ELEVATE-CoPs will contribute to regional and national development, fostering a resilient and inclusive business ecosystem.

Project Team

Partners and Impact

Led by the University of Wolverhampton (UoW) and its Centre for International Development and Training (CIDT), which boasts a 50-year track record of capacity strengthening in 120 countries, ELEVATE collaborates with Cappadocia University (KUN) as Türkiye’s lead partner. The project also benefits from the expertise of four associated partners:

  • Tech West Midlands (TechWM), UK
  • Mustafa Kemal University (HMKU), Türkiye
  • CARE International (CI), Türkiye
  • Women Entrepreneurs Production and Management Cooperative (Antiokhia), Türkiye

These partners will support the project’s implementation and ensure its long-term impact. The project team includes experienced researchers whose work has influenced economic development in more than 30 countries, as well as Early Career Researchers (ECRs) dedicated to advancing the project’s goals.

Broader Goals and Long-Term Impact

ELEVATE’s impact extends far beyond academic research. The project benefits women entrepreneurs, the local community, and policymakers by fostering economic growth and social innovation. It contributes to the creation of a more inclusive and resilient business ecosystem focused on effective marketing strategies, sustainable business models, and knowledge leadership for optimizing services.

As part of Türkiye’s post-earthquake recovery, ELEVATE plays a critical role in rebuilding the economy, promoting gender equality in entrepreneurship, and fostering a more inclusive business environment. Through this project, women entrepreneurs will not only recover but thrive, contributing to the overall economic resilience of the region.

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