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Jasmine Williams

Associate Lecturer

Plymouth Business School (Faculty of Business)


Senior Lecturer in Marketing


B.A. (Wales)

Diploma in Industrial Administration (Bath)

Ph.D (Plymouth)

Moved into higher education teaching in 1990, after a number of years working in marketing research.

Professional membership

Market Research Society

European Society of Opinion and Market Research (E.S.O.M.A.R.)

Academy of Marketing

Teaching interests

Marketing research, research methods and international marketing

Research interests

The role of international marketing research in the development of small and medium-sized enterprises (SMEs).

SME internationalisation, entrepreneurship and organisational culture.

Ethics & social responsibility in marketing

Other research

Marketing Research Handbook for Small Businesses (2000) with Phil Megicks. Plymouth Business School/University of Plymouth Department of Business Development.

Qualitative Market Research amongst Potential Engineering Students (1997) with Phil Megicks. University of Plymouth Business School/Faculty of Technology.

Other market research projects for local organisations: private and public sector.

Research degrees awarded to supervised students

Lotayif, Mansour (2004) Ph.D. awarded for "GATS Impacts on Entry Modes and Defensive Marketing Strategies in the Egyptian Banking Sector".

Also several successful MA Marketing dissertations on service sector marketing e.g. shopper loyalty schemes in retailing, marketing planning for private sector schools.

(From 1995):

Forthcoming (2005) "The Influence of Ethics and Social Responsibility Factors on Grocery Retail Shopping Behaviour" with Juliet Memery and Phil Megicks. Qualitative Market Research: an International Journal.

Forthcoming (2005) "Marketing and Entrepreneurial Orientation and Exporting SME Cultures" with Ian Chaston, Phil Megicks and Katharine Clarke. Entrepreneurial and Small Business Marketing.

"Entrepreneurial Types, Export Market Orientation and Export Success: Evidence from UK Exporting SMEs" with

Phil Megicks. RENT XVIII - Research in Entrepreneurship and Small Business Conference. Copenhagen, Denmark;Nov. 2004.

"The Influence of Ethical and Social Responsibility on Grocery Shopping Behaviour: an Exploratory Qualitative Analysis" with Juliet Memery and Phil Megicks. Academy of Marketing Conference, Gloucester; July 2004.

"Ethical and Social Responsibility in Grocery Shopping Behaviour" with Juliet Memery and Phil Megicks. Ethical and Societal Issues in Marketing: Ssa Change or Potemkin Village" workshop, Brunel University, May 2004.

"Marketing and Entrepreneurial Orientation in SMEs" (2004) Academy of Marketing Symposium on the Marketing/Entrepreneurial Interface. Stirling University.

"Links Between Linguistic Ability and International Experience of Export Managers and their Export Marketing Intelligence Behaviour" with Ian Chaston (2004) International Small Business Journal. Vol. 22(5).

"Export Information Use in Small and Medium-sized Industrial Companies: an Application of Diamantopoulos' and Souchon's Scale" (2003). International Marketing Review; special issue - Export Information Use. Vol. 20 (1).

"The Role of Export Marketing Research in the Internationalisation of Small Firms (1997) 20th International Small Business Association (ISBA) National Small Firms Policy and Research Conference: Generating Growth. Belfast.

"Changes in Shopping Behaviour in the Rural South West (1996) with Phil Megicks and Steve Rainbow. Marketing Education Group Conference. Glasgow.

"The Integration of Overseas Students on a Franchised Undergreaduate Law Programme" (1996)with Julie Williams. Marketing Education Group Conference. Glasgow.

"Friends you Grew up with, or Strangers in Fast Cars? The Effect of Out-of-Town Superstore Developments on Rural Shopping Behaviour" (1996) with Phil Megicks and Steve Rainbow. Market Reseach Society Conference, Birmingham.

In "The Marketing of Services" by Adrian Palmer (1995): Ch. 5 "Researching Markets for Services" with Phil Megicks. McGraw Hill.