Nadine Waehning

Dr. Nadine Waehning is Professor and Programme Leader for Marketing at the University of York's School for Business and Society. Her expertise spans consumer behaviour, cultural differences in marketing, and SME strategies, particularly in craft breweries. She directs the MSc Global Marketing program and mentors PhD candidates.

Research combines qualitative and quantitative methods to examine internationalization challenges for micro-firms and consumer motives for regional products. Grants include NSF S-STEM and interdisciplinary brewery sector projects.