Richard Mitchell

Senior Lecturer

contact:
Sport and Service Management
Darley Road
Eastbourne
BN20 7UR

Email: R.J.Mitchell@brighton.ac.uk

Biography

Richard has recently been appointed senior lecturer in Retail Management at the School of Service Management, University of Brighton. He began his academic career studying Retail and Customer Service Management BSc (Hons) at the University of Ulster in Northern Ireland. He then decided to further his academic development through studying an MSc in Business and Information Innovation, also at the University of Ulster.

Following this, and having spent nine years in the retail industry occupying various roles in both the grocery and fashion sectors, Richard decided to embark in Doctoral research in the area of retail branding. To this end, Richard began a PhD into SME Retail Brand Management in October 2008, under the supervision of Dr Karise Hutchinson and Professor Barry Quinn.

Richard has endeavoured to converse his research findings through both peer reviewed publications and conferences. Richard has recently presented a paper at the EARADC Conference in Parma, Italy on how SME Owner Managers communicate retail brand associations through the components of retail image. During the course of the PhD process, Richard has developed a keen research interest for branding from both the consumer and managerial perspective.

Forthcoming Publications

Mitchell, R.; Hutchinson, K.; and Quinn, B. (Forthcoming) "SME Retail Branding: A Future Research Agenda", Journal of Marketing Management.

Research Publications

Conference papers

Mitchell, R.; Hutchinson, K. and Quinn, B. (2012) “The Personality of the SME retail brand: Insights into owner manager centricity in SME retail branding” 19th Proceedings of the European Institute of Retailing and Services Science, Recent Advances in Retailing and Services Science, Vienna Austria.
 
Mitchell, R.; Hutchinson, K. and Quinn, B. (2011) “Retail Brand Communication – Evidence from UK Small to Medium Sized Enterprises” Accepted for the EAERCD XVI International Conference, Parma, Italy, 29, 30 June – 1 July 2011.
 
Mitchell, R. Bishop, S. and Hutchinson, K. (2010) ‘SME Retail Branding: What and How? The Case of UK Fashion Retailers’. Presented at the British Academy of Management Conference, Sheffield, 14th-16th September
 
Mitchell, R.; Hutchinson, K. and Quinn, B. (2010) “SME Retail Branding: The Role and Implications for UK Retailers”. Presented at the Irish Academy of Management Conference, Cork Institute of Technology, Cork, 1st-3rd September.
 
Mitchell, R, Hutchinson, K. and Quinn, B. (2009) ‘Tribal Retail Branding: the Role and Implications upon Company Decision-making for UK Retailers’. Presented at the Academy of Marketing Conference, Leeds Metropolitan, Leeds, England, 7th July.

Working Projects 2012-13

• Consumer behaviour at the 2012 London Paralympic & Olympic games.
• Barriers and facilitators of SME retail branding.