Dr Ricky Mitchell completes his PhD

Published 6 March 2012

Congratulations go to the School of Service Management’s newest lecturer, Dr Ricky Mitchell, who recently completed his PhD.

Ricky’s PhD followed a Retail and Customer Service Management BSc(Hons) and a Business and Information Innovation MSc from the University of Ulster, and was under the supervision of Dr Karise Hutchinson and Professor Barry Quinn.

Looking at small to medium sized (SME) retail branding, his thesis, entitled “The Nature and Scope of SME Retail Branding” looked at how the dynamics of the small to medium sized companies impact on how SME retailers create, build and manage retail brands.

His main findings of interest were that, whilst these retail companies’ branding was impacted by common SME limitations of resources and competencies, they displayed behaviour of high levels of brand orientation and customer centricity. Also of interest, was his conclusion that often these SME firms developed entrepreneurial and innovative branding practices to develop and manage their brand identity.

More detailed findings and subsequent papers can be accessed via a number of peer–reviewed publications and conferences.

Ricky 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.

He will also be taking part in a retail conference due to be held at the School of Service Management on the 6 July. The paper he will be presenting is entitled “The Owner Manager Personality of the SME Retail Store.”

 A number of other lecturers will also be taking part in the conference and the event will be followed by a School of Service Management open day. More details about the open day can be found here.