Geoff Simmons

Professor Geoff Simmons is a faculty member at the Department of Hospitality, Tourism & Events Management within the Ulster University Business School, based at the Coleraine campus in Room L214. His research focuses on marketing strategies in small and medium enterprises (SMEs), particularly in agri-food industries, exploring the integration of market intelligence and big data to enhance business performance. He also examines consumer behavior, brand governance, and the impact of strategic orientation on innovation and new product development. His work frequently bridges theory and practice, addressing challenges in e-commerce adoption and the application of digital tools like loyalty card data in SME marketing.

Professor Simmons has received notable recognition for his research, including the Best Paper in Conference Award at the Emerging Themes in Business Research Conference (2014) and the Best Paper Award-Research Methodology at the Irish Academy of Management Conference (2012). He has supervised three doctoral students, contributing to their research on topics such as marketing capability development and brand governance in digital environments.

His research narrative highlights a commitment to advancing marketing practices in SMEs through strategic insights and data-driven approaches. He has collaborated on interdisciplinary projects within the Business and Management Research team at Ulster University, exploring themes like urban governance and innovation adoption in emerging markets.

Professor Simmons is actively involved in academic communities, presenting at conferences like the Academy of Marketing Science and European Institute of Retailing and Services Studies. His work often emphasizes the interplay between technological advancements and traditional marketing frameworks, advocating for adaptive strategies in evolving business landscapes.