معرفی
Dr Barbara McCrory is a Lecturer in the Business School at Edinburgh Napier University, where she teaches International Sales Management, Entrepreneurial Leadership, and Professional Selling. She is also an Associate at Teesside University and a visiting lecturer at the Stockholm School of Economics, contributing to MBA and SME development programmes.
- Edinburgh Napier University – Lecturer, Business School
- Teesside University – Associate, SME and MBA programmes
- Stockholm School of Economics – Visiting Lecturer, Consumer Behaviour and International Selling
Her research centers on customer retention, integrating culture, continuous improvement, and customer service to build sustainable business practices. She has developed a holistic framework validated through Delphi studies with senior directors across industries.
Her recent publications highlight a trend in organizational quality management, focusing on leadership, culture, and service excellence. Using qualitative methods like the Delphi technique, her work bridges academic research with practical business applications in sales, exporting, and risk management.
- A holistic framework to embed good company practice for customer retention (2017)
- Customer retention through continuous improvement, culture and customer service (2013)
Barbara is an active consultant and trainer, working with Scottish Development International, Invest Northern Ireland, and major brands like Unilever, Mars, Heineken, and Tesco. She mentors with the Scottish Chamber of Commerce and delivers bespoke training modules such as "Inside the Mind of the Buyer" and "Key Account Management."
She supervises postgraduate research and collaborates with Dr Nick Pilcher and Dr Janice McMillan. Her work supports business growth, internationalization, and leadership development across SMEs and multinational corporations.
Barbara is a frequent speaker at European business conferences on topics including "Internationalising your Business," "Working in the UK Market," and "Managing Risk in Exporting." She is currently developing a new Bachelor’s degree titled "The Science of Selling."
