Reginald Sheppard

Reginald Sheppard serves as an Associate Professor in the Marketing Area of the Faculty of Business Administration at the University of New Brunswick (UNB), Fredericton campus. Joining the faculty in 1999, he teaches Principles of Marketing, Marketing Management, Integrated Marketing Communications, Market Orientation at the BBA level, and Marketing Research at both BBA and MBA levels. He holds a PhD from the University of Bath, UK, and maintains an office in Singer Hall 368 with contact details rsheppar@unb.ca and 1 506 458 7358.

His educational background includes:

• PhD from the University of Bath, UK

Dr. Sheppard's research centers on market orientation dynamics across industries, with particular expertise in performance evaluation metrics, economic impact assessment, and market-driven quality control systems. His work bridges academic theory and practical application in regional economic development contexts, while critically examining evolving trends in marketing research methodologies and pedagogical approaches within management education. This dual focus on industry-specific applications and educational innovation defines his scholarly contributions.

Analysis of his 2009-2011 publications reveals a concentrated research trajectory in market orientation measurement within primary industries, especially fisheries. His work develops specialized seasonal and parsimonious models for performance assessment, frequently comparing regional economic ecosystems like Atlantic Canada and New England. A recurring theme involves integrating resource-based strategic frameworks with community development initiatives, demonstrating how market orientation drives sustainable economic outcomes in specialized sectors.

Professional recognition includes:

• Faculty of Business Administration's Excellence in Teaching Award (2000)
• The Most Innovative Paper Award at the National Business and Economics Society conference (2009)

Dr. Sheppard maintains active professional engagement through government consulting projects and academic service, including editorial board appointments. While specific grant funding details aren't documented, his consulting work demonstrates applied research impact. He has supervised numerous marketing students at undergraduate and graduate levels, though comprehensive advisee records aren't publicly listed. His professional designations as a Registered Professional Marketer (RPM) and Full Member of the Canadian Institute of Marketing (M.cInst.M.) further validate his industry standing.

The provided materials contain no references to dedicated research laboratories or specialized research teams led by Dr. Sheppard, suggesting his work primarily operates through individual scholarship and collaborative industry partnerships rather than structured lab environments.