معرفی
Katie Pascoe is a Senior Lecturer in Marketing at the University of Northampton's Marketing & Entrepreneurship department. Her academic background includes degrees in Entrepreneurship and an MBA in Marketing, complemented by recognition as a Senior Fellow of the Higher Education Academy (HEA). She brings practical experience from SMEs and consulting roles.
Her research explores three interconnected domains: Entrepreneurial Expertise, Small Business Marketing, and Consumer Behaviour. She particularly examines how entrepreneurial identities form through risk-taking behaviors, the marketing strategies of small businesses, and consumer decision-making patterns. Her publications analyze contemporary issues like illegal downloading behaviors and ethical boundaries in advertising.
Pascoe's scholarly work demonstrates consistent focus on behavioral dimensions in marketing contexts. Her 2014 publication examines entrepreneurial identification through risk-taking in digital contexts, while her 2010 article investigates audience perceptions of humor versus offense in advertising. Both works highlight her interest in ethical boundaries within commercial environments.
