Oxford Brookes Business School
Oxford Brookes Business School
Felix Shaba is originally from Nigeria. He joined Oxford Brookes in September 2015 and his thesis title is ‘Microfinance Intervention and Women Empowerment in Nigeria: The Case of LAPO Microfinance Bank Ltd’.
How did you hear about Oxford Brookes University?
I first heard about Oxford Brookes University through a friend who did his master’s degree here.
What attracted you to Oxford Brookes University to conduct your research?
I was impressed with the swift response from my now Director of Studies, Professor Pritam Singh, when I was searching for a supervisor for my research topic. I needed to find a supervisor who had vast knowledge and interest in this research area, and I was really impressed with the way he responded to my email and took his time to answer my questions. I was also impressed with his expertise.
What were you doing before?
I had worked in different sectors - both academic and non-academic environments – and the last job I held was as a Software Tester. After being in this last job for few months, I felt the urge to pursue a career that will enable me to fulfil my childhood dreams.
How easy did you find it to settle into the research environment?
It was quite easy for me to settle into the research environment. I had completed two master’s degrees in the UK, so I had a good knowledge of things. Getting the tempo back to becoming a full-time student was a bit slow but with the fantastic support from my supervisory team, the research team, and the series of seminars, conferences and library resources, I was able to fit in easily.
Tell us about your research.
The title of my research is “Microfinance Intervention and Women Empowerment in Nigeria: The Case of LAPO Microfinance Bank Ltd”. This was borne out of my desire to contribute to alleviating poverty among women as a result of my background. I grew up in a remote village in Nigeria, where poor women strive daily to cater for their household. These women did all sorts of dirty and menial jobs to supplement the meagre output from their subsistence farming. What I noticed then was that despite all their efforts, they were still treated without value and respect by their male counterparts (both within the home and society). As a young boy then, I marvelled at the strength these women (including my mother) had to do all this hard work and yet receive no appreciation for their work. I also noticed that the women were poorer than their male counterparts as a result of their inability to access resources on an equal platform with men, which kept them in perpetual bondage.
Women’s empowerment is now seen as an essential tool for the development of society and has become an important issue across developing countries. There continued to be arguments and contradictions in the literature on the impact of microfinance on women’s empowerment. Several studies have been carried out on microfinance and women empowerment, but most studies have focused on the use of quantitative techniques, which ignored the perspectives of women participants and shut them out of the mainframe of their analysis. My research attempts to unravel some of the uncertainties about the role of microfinance in women’s economic, social and political empowerment by using a non-quantitative approach.
I used a qualitative approach to collect first-hand data from participants through a semi-structured interview, focus group discussion (FGD), observations, and informal discussions, to capture their views and gain insights into their perceptions. A total of 24 practitioners were interviewed to sensitise their opinions on microfinance and women empowerment, while 10 individual women’s views were captured in addition to a focus group discussion with 71 women across Lagos East in South West Nigeria. The research drew on the analytical frameworks of Friedman’s 1992 Alternative Development Theory and Young’s (1993) Transformatory Potential. Findings reveal that women experienced economic empowerment as there was an increase in their income, savings, control over and use of resources, decision making, ability to make small purchases and being involved in the decision to make large purchases. However, the study found a rise in participants’ household financial responsibilities as a result of the increase in their earnings.
Empirical findings also confirmed an increase in women’s social empowerment as there was an improvement in their mobility, literacy and health awareness, respect within the household and community and the ability to gain more voice within their household. However, there was a mixed result from the variables on political empowerment. The political awareness of participants is still very low. Although they have the freedom to join political parties, stand for election and decide whom to vote for, the party structure and how politics is played in Nigeria, coupled with innate feelings and other extrinsic factors, dissuade poor women from active participation in politics.
It was inferred from the analysis that financial autonomy is vital for women’s economic empowerment; social empowerment facilitates the sustainability of their economic empowerment; while political empowerment ought to serve as a conduit through which women can collectively bring about policy change to their favour. Thus, a major implication would be the inability of poor women to achieve full empowerment if they continue to show apathetic behaviour towards political representation.
What do you enjoy about being a research student?
One of the things I enjoy is gaining knowledge and expertise within a field I intend to practice in. Being in a research environment is quite stimulating. PhD study has given me the opportunity to meet and interact with people I wouldn’t ever have thought I would cross paths with.
One major challenge I am facing as a self-financed student is getting the resources to keep me going in the research process. It is a huge challenge, especially when you have exhausted all options and sent out several emails and letters for grants. I get my motivation from the fact that I am doing this PhD purely for the purpose of transforming lives of poor women and no matter what I encounter along the way, the end result will be worth it.
What do you think about the research training offered at Oxford Brookes?
The research training has been excellent, and it has helped me a lot. It was a bit of a challenge to adjust myself back to the academic field at the initial stage because of the gap between my last master’s degree and the time I started my PhD. The workshops, seminar series, induction and social networking have all been spot on and highly relevant to my research and personal development.
What are your future plans?
My intention after the PhD programme is to devote myself entirely to how life can be more bearable for the poor women and their children in developing countries, mostly in Nigeria. I can feel the pain poor women are enduring on a daily basis in order to cater for the needs of their households. I have been there because that was the same thing my mother went through and without her input, I wouldn’t be able to know how pressing the issue of poverty is among women. I see this PhD as a way to stand up for the helpless women and their children, to support them all the way and to bring out the best in their children. I intend to do this through projects and programmes and this will be achieved by liaising with governmental and non-governmental organisations.

Oxford Brookes Business School
Geeta Sinha is originally from India. She joined Oxford Brookes in October 2016 and the title of her thesis is ‘Mining led Industrialisation and gender-based violence within indigenous communities of Odisha, India’.
How did you hear about Oxford Brookes University?
I heard about Oxford Brookes University from my friend and was impressed with its academic infrastructure and student support.
What attracted you to Oxford Brookes University to conduct your research?
Research funding and the research expertise of my supervisors attracted me to Oxford Brookes University.
What were you doing before?
I worked for 18 years as a development professional in various research-led consulting firms and non-governmental organisations. I worked as a consultant to various government, non-government organisations and corporate bodies in many states of India, Nepal and Bangladesh. My areas of consultancy include; agribusiness promotion, Non-Timber Forest Products (NTFP) based enterprise development, women empowerment and livelihood promotion, education, rural marketing and vocational skills development. During this period, I published book chapters and articles in different international journals.
How easy did you find it to settle into the research environment?
Since I had done my masters in the UK, I was quite aware of the research environment, so it was not that difficult to settle down. My supervisors and research group are a great source of support. Various research activities, seminars, training programmes and events organised by the Business School creates an atmosphere of academic culture which is very helpful. Regular supervision from my supervisors is the biggest asset of my PhD studentship. Library resources and other academic infrastructure help me immensely in my research work.
Tell us about your research.
The title of my research is “Mining led Industrialisation and gender-based violence within indigenous communities of Odisha, India”. The overall aim of this research is to examine and understand the inter-relationship between mining led industrialisation and growth of violence among indigenous communities (particularly women) in India, through an eco-socialist and feminist theoretical framework, and empirical evidence.
The path to development of Indian economy is perceived through large scale industrialisation. This approach, designed to eradicate poverty and debt, paradoxically targeted elite and urban sections of India with residual impact on rural and tribal population. The study focuses on the issues and transitions in gender relationships and gender roles of the tribal communities, particularly women, who are more vulnerable in the process of mining led industrialisation. The mining projects in the name of development are not only a threat to environment and livelihoods but also a predicament to the status of the tribal women.
This research focuses on how the current industrialisation process not only has been violating all environmental and other regulations of the government in the form of deforestation, mining, displacement by its own institutional set ups, but it has also been contributing to strengthening patriarchal relations among the tribal communities; a phenomenon which is less noticed. This research will analyse the encounters and social structural changes through mining induced displacement where the position of women in tribal societies is threatened. Largely, due to the fact that employment in mining industry is predominantly male, tribal women are not only rendered unemployed, but they are also getting marginalised in the communities, losing access to livelihoods due to changes in the land use patterns, displacement and deforestation. This research intends to explore, understand and analyse the transformations within indigenous societies caused by mining led industrialisation and the growth of a patriarchal culture of violence.
The research is based on qualitative multi-method case study of the Sundargarh district of Odisha, India. Sundargarh is one of the districts with high concentration of tribal population and has attracted several mining industries like coal, iron ore, bauxite and manganese. Multi-method case study research, rooted in critical realist paradigm, has been adopted for this research.
What do you enjoy about being a research student?
The interdisciplinary research environment at Oxford Brookes University helps me as a researcher. I have been able to learn about different research skills from my fellow researchers. I have been able to make friends from various countries, which helps cross-cultural learning and keeps me excited.
British weather is the biggest challenge for me. Initially it did affect me a lot, but with time, I have been able to cope with it.
What do you think about the research training offered at Oxford Brookes?
The research training is beneficial for me since I am returning to academic research after a long gap. It brushes up on the skills required for academic research. It is well designed for a researcher and keeps a person updated on latest research methods and analysis techniques.
What are your future plans?
I wish to complete my PhD within stipulated time. I will continue to publish REFable articles in the ABS list of journals and teach in different areas of development economics by keeping social goals in mind.

Oxford Brookes Business School
Haiping Zhu is originally from China and joined Oxford Brookes as a research student in September 2013. The title of her thesis is ‘The influence of Chinese philosophical religious traditions on Chinese consumption behaviour: a multiple case study of Chinese festivals’.
How did you hear about Oxford Brookes University?
I first heard about Oxford Brookes University when I was studying for my bachelor’s degree in China. One of my teachers, who is originally from Oxford, mentioned it to me and explained that Oxford Brookes is a leading modern university with a lot of international students from more than 150 different countries. I believed this diverse learning environment would greatly help me become an effective contributor in today's multicultural society. That is why I decided to pursue my master’s degree at Oxford Brookes University, which I completed in 2012.
What attracted you to Oxford Brookes University to conduct your research?
While I was studying at Brookes for my master’s degree, the tutors were very helpful and always created a positive and engaging classroom atmosphere. I believe Brookes offers a university experience of quality that goes beyond the lectures in the classroom. It not only gave me knowledge, skills and confidence in myself, but it was also a great experience which made my world better. While I was writing my dissertation for my MSc in International Management, my supervisor Dr Joanna Karmowska provided a lot of guidance in terms of personal development as well as during the PhD application process. For my doctoral studies, I have been extremely lucky as I have two very good supervisors, Dr Jackie Clarke and Dr Nicoletta Occhiocupo, who are extremely supportive and helpful. I believe caring student-teacher relationships at Brookes have greatly helped students do better at the University, as well as act kindlier toward others. In my opinion, such working relationships are crucial to the success of any PhD study.
How easy did you find it to settle into the research environment?
I found it very easy to settle into the research environment at Brookes. People here are friendly and helpful, and I got extensive support from the supervisory team as well. I was particularly impressed by the faculty teams, research administration, library resources, as well as the training and development courses that are available at the University. As a research student, you will normally be allocated two supervisors. This is to ensure that you will be placed within an appropriate, supportive environment from which you will be able to build and establish your identity as an independent researcher.
Tell us about your research.
The purpose of this research is to explore how the Chinese philosophical religious traditions of Confucianism, Daoism and Buddhism impact on the consumption behaviour of contemporary Chinese consumers. As China is rapidly becoming an important market for consumer goods, in particular luxury, it is critical for marketers to develop a more nuanced understanding of Chinese consumers. Relatively little is known about the differences in consumer purchasing and consumption patterns of Chinese consumers. This research uses multiple case studies of the three most influential philosophical religious traditions – Confucianism, Taoism and Buddhism – in China, and the associated knowledge of their influence on Chinese consumer behaviour today.
Although there are many studies on the influence of Chinese cultural values on Chinese consumer behaviour, most of them consider only one cultural dimension. For instance: Confucian luxury consumption; Confucianism culture values and gift giving behaviour; and Chinese luxury consumption behaviour. Few studies have explored Chinese consumers’ preferences for non-luxury products. China has three core philosophical religious traditions - Confucianism, Taoism and Buddhism - so people are subjected to a wide range of cultural value reference groups that ultimately affect their purchase behaviour. These operate as cultural components of the person in terms of consumer attributes and processes, and as cultural components of behaviour in terms of consumer behaviour domains. To overcome such limitations and provide marketers with better knowledge on how to differentiate their marketing strategies in China, this study seeks to explore the purchasing and consumption experience of Chinese consumers as influenced by Confucianism, Taoism and Buddhism. The key contribution is likely to lie with the development of a framework and its evidence-based conceptualisation of Chinese consumption behaviour across all three traditions. In doing so, the research will offer a (relatively rare) non-Western perspective on contemporary consumption behaviours rooted in a very different cultural heritage.
This study implies that philosophical religious traditions exert a strong influence on people’s consumption behaviours. These religious beliefs shape attitudes towards behaviour, including consumption intentions. Confucianism, Taoism and Buddhism constitute the essence of the traditional Chinese culture and are equally important in understanding traditional Chinese culture. Findings from Confucianism, Taoism and Buddhism festival case studies will contribute to the explanation of Chinese consumption behaviour and exploration of the purchasing and consumption experience of Chinese consumers as influenced by Chinese philosophical religious traditions. The study helps fill the gap in terms of consumer research scarcity in China from a native perspective and to assist marketing professionals in developing a better understanding of the intersection between Chinese culture and consumer behaviour.
What do you enjoy about being a research student?
Being a research student is a fantastic opportunity to research a topic I am interested in. It offers me the opportunity to explore my research topic in detail with a new perspective, to discover or learn something new, to improve myself and my life, and ultimately to achieve something significant. I enjoy the process of doing research; it is an effective way to develop your learning management skills and obtain a PhD. Being a research student, you can also learn a lot from your fellow research students. They research different topics, they come from different cultures, and I believe you can learn and benefit a lot from a diverse learning environment.
As an international student, I felt that cultural differences and language (English) presented personal and professional challenges in my studies - the language limitations indirectly increase the workload, burden and pressure. Therefore, I decided to register in the free English course provided by Oxford Brookes - Academic English for Postgraduate Study and Research - where talking to native English speakers greatly improved my level of English.
I am also grateful for the fact that both of my supervisors are very supportive in all stages of the PhD programme and provide me with many strategies to help improve my academic English. They also encourage me to do presentations, attend conferences and lectures, and write papers. I can feel that I am progressing thanks to this.
What do you think about the research training offered at Oxford Brookes?
I have been able to access a variety of workshops at Brookes. Specifically, I found the faculty 20-20 seminars and presentations really helped me understand and plan the way I will move forward in this research process. The University also provides general research skills training and development events designed to complement the subject-specific and project-related training provided by academic units and disciplines. These cover topics such as carrying out a literature review and preparing for the Viva exam. In addition, the training on research career development, aimed at researchers early on in their careers, offers considerable benefit to the student as it allows them to combine theory and practice.
What are your future plans?
After completing my PhD, I aspire to continue my career and further develop my education. I plan to engage in post-doctoral studies and deepen my consumer behaviour research by combining it with the new trend of virtual reality technology or artificial intelligence.

Oxford Brookes Business School
James Pritchard was born in South Oxfordshire. He joined the Oxford Brookes Business School in 2013 and his thesis title is 'Coaching for Mindful Action'.
How did you hear about Oxford Brookes University?
I went to school in Oxford, so was aware of Oxford Brookes from a young age. It was the Oxford Polytechnic at that stage and so I have watched it grow in status and reputation.
What attracted you to Oxford Brookes University to conduct your research?
The International Centre for Coaching and Mentoring Studies has a worldwide reputation and I was aware of the excellent work being done here through my professional life as a coach. I also had friends who worked in the Business School and so had plenty of inside knowledge!
What were you doing before?
My career has been varied. I qualified as an engineer and completed a PhD in engineering, exploring the properties of carbon materials used in experimental aircraft brakes (primarily Concorde and the Harrier Jump Jet). These brakes have evolved over the years and are now even available in some high performance road cars. From there I had a career in the oil industry, starting in engineering jobs, building and maintaining cross-country oil pipelines, but rapidly moving into strategy and then the testing of lubricants. Through this work, I became aware of the importance of working relationships and teamwork that could make or break a project, even if the individuals were first class. I developed an interest in coaching and had a coach myself (quite radical then!). After a couple of years working with a coach, I left Exxon and set up a business providing executive coaching and consultancy. Five years ago, I went full circle and returned to employment. Most of the week I work as a Civil Servant, developing and leading the coaching and mentoring offer for 450,000 Civil Servants across the world. Although my research work is part-time, it benefits from the access and experience I gain through my civil service work and vice-versa.
How easy did you find it to settle into the research environment?
In many ways the research environment is familiar, but compared to my engineering research, the topic is ‘softer’ so requires a very different methodological approach from the hard, quantitative science I was used to. This has been a challenge to long-held belief systems and is generally a healthy process that re-calibrates my view of the world. The other challenge is in balancing priorities between my research, my day job, other part-time yoga teaching work and family life. Support from my supervisory team, Professor Tatiana Bachkirova and Dr Karen Handley, has been fantastic, through my rather odd working pattern. I have also very much appreciated library staff, who always seem happy to answer questions about the intricacies of EndNote.
Tell us about your research project.
As well as working as an executive coach for 25 years, I have been teaching Iyengar Yoga for over a decade. For much of that time, I have been struck by the connections between yoga, coaching and leadership. This research explores the application of yoga practice in coaching leaders, in order to help them be more mindful in their actions. Yoga is an integrated system, where the various aspects of practice; postures, breathing, stillness and meditation are interrelated and supported by the underlying structural laws and rules for life outlined in the early texts on yoga.
Yoga practice is a means of self-exploration – a set of tools or methodology for observing our inner workings and increasing our understanding of where our thoughts come from, the nature of mind and consciousness and the consequences of our actions in the world. The physical postures of yoga offer us an opportunity for challenging ourselves; creating a circumscribed event where we can explore the action and reaction within us and how that enables or inhibits a particular result in the outer world of the physical body. This helps us understand how our actions as leaders translate to the wider world.
Most of us have experienced, in ourselves or in others, the frustration of rushing round in circles creating activity, where a pause to think or to listen might have been more helpful. The mindfulness brought by yoga practice, together with the opportunity to be challenged and reflect through coaching, can bring a different quality to leadership. In this way, yoga is a form of action enquiry into the nature of our leadership. The microcosm of the self and the need to differentiate motion from action reflects the leader’s question of how to take transformative action rather than simply expend energy through motion. In this way it avoids us either acting without thinking, or being frozen into inactivity, through over-thinking.
The approach to the research is to introduce some simple yoga practice into my coaching sessions with senior leaders. The clients who collaborated in this research also completed some home practice and kept a reflective journal of their experiences. Leading on from this first stage, the second stage of research, underway at the moment, brings in experienced coaches who I have instructed in using the simple yoga protocols as part of coaching sessions with their own clients. Different styles of yoga posture are said to influence the consciousness in different ways, so a tailored programme can help each individual client to see their situation more clearly.
What do you enjoy about being a research student?
My working schedule means that I can seldom come to events and meet with other students, but I really appreciate the opportunity when I can. The range of research topics and personal backgrounds are varied, but the passion each student brings to their work is common. I find each conversation brings something unexpected and teaches me something new.
What do you think about the research training offered at Oxford Brookes?
The research methods summer school was a great opportunity to spend time with other students and share ideas and experiences, as well as a discipline in expressing ideas to an intelligent audience, from very different backgrounds. This is great practice in concisely expressing the essence of your work.
What are your future plans?
This project is a vehicle for my learning in the next few years and an opportunity to explore yoga philosophy and practice and its application to today’s challenges. This is endlessly fascinating and I can see the work becoming a more central part of my working life as I withdraw from employment. For the moment I am more than fully occupied in completing the research.

Oxford Brookes Business School
Abigal Muchecheti is originally from Zimbabwe. She joined Oxford Brookes in January 2018 and her thesis title is ‘How do experiences and perceptions of women who identify as Black and Ethnic Minority (BME) hinder or enable their progression and attainment of leadership positions in Higher Education Institutions’.
How did you hear about Oxford Brookes University?
I first joined Oxford Brookes as an MSc student.
What attracted you to Oxford Brookes University to conduct your research?
I did my Masters at Oxford Brookes, so it seemed reasonable to do my PhD here.
What were you doing before?
Before starting my PhD, I was working for the University of Oxford as a Senior HR Officer.
How easy did you find it to settle into the research environment?
My supervisors, the disability team and my fellow students were all so supportive when I was not feeling well.
Tell us about your research.
Gender has always been used as a common denominator in which women can find some common ground in order to counter their inequalities in leadership. This research, however, aims to explore and highlight the challenges that women who identify as BME face in their quest to progress and attain leadership roles in higher education institutions (HEIs). I will discuss the encounters (for example, stereotyping and prejudice) that these women face and specifically address the dimensions of gender, race, class and their impact on leadership. Crenshaw’s (1989) concept of intersectionality will be used to understand the way in which gender, race and class mediate and shape the experiences of these women in the workplace. The road to leadership demands an understanding of how multiple identities position women differently in HEIs. The research seeks to redress the reliance on one identity and argue that women have multiple identities and will be affected differently by these multiple identities.
In 1989, Crenshaw introduced the term to avoid the pitfalls inherent to identity politics. She argues, intersectionality ‘denote[s] the various way[s] in which race and gender interact to shape the multiple dimensions of black women’s employment experiences’ (Crenshaw 1989, 139). Thus, Crenshaw challenges individuals and institutions who essentialise identities. It is clear that intersectionality has given us something to think about despite the various debates and critiques that surround the framework
This research will be carried out in Higher Education Institutions and qualitative research methods will be used to explore the phenomenon under study by interviewing women who identify as black and ethnic minorities. I intend to explore the perceptions and the views of these women when it comes to their leadership opportunities in these institutions. Having worked in one myself, I would have to reflect and note down any biases I might have, but the semi-structured interviews with participants are meant to explore deeply on this topic. I will conclude by highlighting the findings and limitations, and what can be done to bring about social justice in underrepresented groups.
What are your future plans?
I hope to pursue a career in academia.
Oxford Brookes Business School
Huy Nguyen joined Oxford Brookes in January 2019 and the title of their thesis is 'Globalization, Economic Growth and Inequality: An empirical global study'.
How did you hear about Oxford Brookes University?
I first heard about Oxford Brookes University while applying for my undergraduate studies.
What attracted you to Oxford Brookes University to conduct your research?
My interest in macroeconomics grew as part of my development through undergraduate and postgraduate studies in Economics. Globalization is a huge part of macroeconomics. Furthermore, my supervisors are experts in my chosen topic and since I already developed a good connection with them, I decided to stay at Oxford Brookes University.
What were you doing before?
I studied BSc Economics, Finance and International Business and MSc International Business Economics, both at Oxford Brookes University.
How easy did you find it to settle into the research environment?
Settling into the research environment at the start was a bit tricky for me. This was mostly because of the jump between being an MSc and a PhD student. There is more individual responsibility to being a PhD student. However, my supervisors are very supportive and it is easy to communicate with them regarding any problems that occur. The Research Degrees Team is very welcoming, have good facilities, and offer training programmes that help to build personal skills.
Tell us about your research.
My research project regards globalization, economic growth and inequality as three variables linked to one discussion. The geographical context of my research is global.
A literature review on globalization, economic growth and inequality provides mixed results, with some studies indicating that globalization has a positive effect on economic growth, while others suggest that globalization has a negative effect on inequality at the national and international level. Income inequality has also been found to hinder economic growth particularly in developing countries, while the opposite was found for developed countries.
The majority of studies in today’s empirical literature focus on two aspects: globalization and economic growth, or globalization and inequality. There is a gap in the literature that joins these three aspects together. Furthermore, most of the existing literature focuses on the economic aspects to indicators such as inequality by using income measures. My study will use the latest data to connect all three indicators of globalization, economic growth and inequality together.
The sample size of my study will be a large panel of over 100 countries during the period 2000-2017. To form my new social inequality index, I will use the Principal Component Analysis method. The study consists of secondary data from the World Bank. The panel tests will include panel unit root tests, panel cointegration, panel regressions (mean group and pooled mean group), and panel Granger causality tests. As part of the running of tests, globalization, economic growth and inequality will be one global study but I will also assess the results regionally (Asia, Europe, Africa, Central America, etc.) and in groups of developing, developed and underdeveloped countries (following the income classification provided by the WB-WDI).
The findings will be used to create policy recommendations and will be of great interest to academics and policymakers worldwide.
What do you enjoy about being a research student?
Being a research student is unique because it enables you to research whatever topic you want. It also gives you the independence regarding managing your own work.
Macroeconomics has always been my interest and globalization fits perfectly. I also enjoy dealing with numbers and large sets of data in econometrics, and studying in general. Being a PhD student while also having friends studying at undergraduate or postgraduate levels gives me a sense of responsibility. By drawing on my prior academic experience, I can help them mentally to resolve any problems that they have. It makes me happy knowing that they look up to me as a mentor.
What do you think about the research training offered at Brookes?
The research training offered by Oxford Brookes is excellent. Workshops including “Introduction to teaching and learning in higher education”, “Doctoral 20/20 Seminars”, “Preparing for your literature review” and “Applied Financial Econometrics” helped me to prepare and write my research. My supervisors are also very helpful in using their expertise to assist me where necessary.
What are your future plans?
My future plans are to complete my PhD by the age of 25 and pursue a career in academia or policymaking.
Oxford Brookes Business School
Karine Mangion-Thornley is originally from France. She joined Oxford Brookes in 2014 and her thesis title is ‘How is coaching perceived by leaders engaged in talent management and leadership development programmes?’.
How did you hear about Oxford Brookes University?
I attended an open day organised by the Oxford Brookes Business School, and I was impressed by the attention given to prospective research students and the communication established in those early stages. I received emails, had a meeting with the Programme Lead, and received feedback on my research proposal. It was very motivating!
What attracted you to Oxford Brookes University to conduct your research?
As a professional coach I wanted my research work to advance coaching as a research field and as a profession. As an academic, it was important for me to work with scholars who are research-active and publish regularly in academic journals. The International Centre for Coaching and Mentoring Studies offers multiple opportunities to share knowledge and ideas with a wide range of audiences, including a network of professionals (the Oxford Brookes Coaching and Mentoring Society). This, combined with the focus on research impact and strong relationships with academics and practitioners in the fields of HRM, and specifically coaching and mentoring, offered the ideal environment.
What were you doing before?
I was born and raised in the south of France. I have been living abroad for 20 years in Denmark, Bulgaria and the UK. I currently lecture in Human Resources Management and Leadership at Regent’s University London. My professional career started with an interest in languages and intercultural competence. Then, I worked as HR consultant in Paris and specialised in EU-funded programme management for the French Ministry of Education. A few years after moving to London, I set up a coaching and training practice focusing on leadership development and cross-cultural communication. I worked with leaders in various large organisations and I was intrigued that coaching provided by the organisation for talent and leadership development purposes was not always perceived as effective by its recipients. This was the starting point of my PhD inquiry.
How easy did you find it to settle into the research environment?
Oxford Brookes provides excellent support for both the individual and research community. The meetings with my supervisors are always thought-provoking, challenging and motivating. The research methods training was a real eye-opener, and technical support for research software has been great. Last, but not least, the online library is a real gem.
Tell us about your research.
My PhD study focuses on the role of coaching in talent and leadership development programs. Facing a shortage of talent at global level, CEOs consider the development of talented employees in the leadership pipeline as business critical. Coaching is often regarded as a core element of talent and leadership programs, yet there have been few attempts to explore its impact on the development of leaders within a global firm. To address this neglect, this study examines the perceived role of coaching in developing talented employees as part of a global talent management strategy.
Research background and objectives: This study focuses on the role of coaching in talent and leadership development programs in a multinational financial services organisation. Global talent management and leadership development are the main priorities and amongst the most challenging issues on the agenda of CEOs (Tarique and Weisbord, 2018). Coaching is often regarded as a core element of these programs (CIPD, 2017) and yet there have been few attempts to explore its impact (Gallardo-Gallardo and Thunnissen, 2016; Blackman et al., 2016). To address this neglect, this study examines coaching in a global corporate environment, analysing perceptions of leaders who receive coaching as part of the organisation’s talent management strategy.
Design and methods: The research aims to secure an in-depth understanding of the perception and meaning of coaching as subjective and socially constructed phenomenon, thus an interpretivist ontology and constructivist epistemology were adopted. The methodological design of the study is qualitative, idiographic and inductive. The single case study research design was selected to provide an in-depth and context-sensitive qualitative analysis of the role of coaching for leaders at various stages in their career development.
The investigation focuses on coaching in four talent and leadership development programs delivered by the banking and financial multinational case company in the Europe, Middle East and Africa (EMEA) region. The data collected is composed of 30 semi-structured interviews of talent-leaders, HR managers, internal and external coaches. The data is analysed using a thematic approach, suitable for qualitative inquiry.
Key findings: The role of coaching in the context of talent management can be analysed at individual and organisational levels. Four overarching themes emerged from the data analysis: at individual level, (a) talent coaching for human and social capital development, (b) emergence of a rhetoric of talent coaching; at organisational level, (c) talent coaching to foster a coaching culture and leadership change; (d) instrumentalisation of talent coaching.
The study findings provide specific insights on how coaching interventions can contribute to developing talented employees and support their career progression in the organisation. First, talent coaching may have different roles at different stages of leaders’ career. In their early career, junior leaders benefit more from networking, reputation building and sponsorship than from formal training interventions. In contrast, senior leaders value external and internal coaching as trustworthy and long-term relationships that support them to face challenges in their current position or in transition between two roles.
Second, the study suggests that talent management in a large organisation may shift from an exclusive to inclusive approach by developing a coaching culture in order to enhance employee engagement and develop innovation. Finally, the findings suggest that coaching as part of a global talent management strategy may have a limited impact on the leaders’ leadership development and career progression, unless it continues informally after the end of the program in the form of a long-term mentoring relationship. Consequently, a definition of talent coaching is proposed, which encompasses various types of developmental interventions: instructional-feedback, mentoring, sponsoring, mediation and dialogic coaching.
The study provides insights for HR managers who use coaching for talent development and leadership change. For example, further preparation and supervision seem necessary to support internal coaches taking part in talent management programmes. From a theoretical perspective, the study builds on the social exchange theory and psychological contract to examine coaching as a talent management practice. Specifically, it argues that talent coaching enacts the extension of psychological contract between talented employees and their organisation. This investigation was supported by a Harnisch grant from the Institute of Coaching, McLean Hospital, Harvard Medical School Affiliate.
What do you enjoy about being a research student?
I really enjoy the process of learning and becoming part of a research community. Also, I appreciate the rigour, attention to detail and the theoretical focus that I have developed over the years. My study has received a research grant from the Institute of Coaching, part of Harvard University which enabled me to be an ambassador for Oxford Brookes when presenting at the Institute of Coaching annual conference in Boston last October. However, the PhD journey is full of ups and downs. As a part-time student, I felt that the most challenging task was to set aside time and energy for research, which was constantly competing with my other teaching duties. So, planning ahead, communicating my goals with my employer and prioritising my research helped to keep the momentum and make progress. Developing trust and professional relationships with my supervisors was a key element in the construction of my new identity as researcher.
What do you think about the research training offered at Oxford Brookes?
I felt very well supported and I only wish I could attend more research training, not only on my speciality but to discover other approaches.
What are your future plans?
I am planning to continue researching and teaching in Higher Education, with a focus on research publications. I would like to disseminate the study findings with a wide audience to support individuals and organisations to leverage their coaching conversations.
Oxford Brookes Business School
Ksenia Penchukova is originally from Russia. She joined Oxford Brookes Business School in April 2016 and her thesis title is 'Under-representation of female executive directors on company boards'.
How did you hear about Oxford Brookes University?
I found Oxford Brookes University through my own internet search, which was mainly driven by the area that I picked for my PhD research project: leadership and gender diversity.
What attracted you to Oxford Brookes University to conduct your research?
When I was selecting a University for my doctorate, I had several criteria in mind. Firstly, the quality and reputation of the University were important to me. Here the credibility, variety of disciplines and the diversity of student profiles at Oxford Brookes stood out. Secondly, I wanted to find an educational institution with academic expertise in the area of my research: gender diversity and women leadership, and I found the Centre for Diversity Policy Research and Practice, established at Oxford Brookes University in 2004. Led by Professor Simonetta Manfredi, the centre specialises in research on equality and diversity within organisations. I also have an opportunity to tap into the expertise of Oxford Brookes Business School and my Director of Studies, Dr Louise Grisoni, when it comes to academic and management resources.
What were you doing before?
Prior to embarking on my PhD journey, I worked in Human Resources management roles with several multinational organisations. Recruitment and talent development have always played a large part in my responsibilities. This is where I got closely acquainted with diversity and equality, which gave rise to my interest in the topic of my research: why there are so few women in directorship roles in the UK’s private sector, in comparison to the number of men.
How easy did you find it to settle into the research environment?
At the beginning I was a little anxious about my transition. After all, I was ‘putting on hold’ my full-time corporate career, relocating abroad and embarking on a three-year academic experience. But the support that I have received from the various teams at Oxford Brookes University has been great from the very beginning. I was particularly impressed by the library resources, as well as the training and development courses that are available at the University.
Tell us about your research project.
The main purpose of my research study is to explore the issue of gender diversity in the UK’s corporate sector. Specifically, I am looking to evaluate the problem of women’s under-representation at the leadership echelons of UK publicly listed businesses with a primary focus on the executive director level of UK FTSE 100 organisations.
The FTSE-100 is an index consisting of the 100 largest, ‘blue chip’ businesses listed on the London Stock Exchange. These top 100 companies were chosen for the study because of their influence on the UK’s society and because these firms tend to set the standard for policies and practices across the UK’s corporate sector.
The focus on the executive directorship level was chosen for two reasons. Firstly, women’s representation at executive director level of UK’s FTSE-100 boards remains very low. The number of female executive directors on FTSE-100 boards decreased over the recent years, while women’s representation at non-executive director level grew. Secondly, a lot of attention has been recently attributed to women’s representation at non-executive director level, but little comparison has been made over the level of their direct and impactful contribution to business in comparison to women non-executive directors.
This study will explore whether it is the gender diversity at executive director level that adds equal, if not greater, value to organisations and, therefore, is the level where female representation should be targeted and improved.
In my research study I set out to identify the main causes of women’s under-representation at the executive directorship level of the FTSE 100 companies in the UK. I aim to do so by exploring and comparing the experiences of a number of female executive directors and a group of male Chief Executive Officers in order determine the barriers and obstacles that prevent women from progressing in their careers.
What do you enjoy about being a research student?
While being a research student, I particularly enjoy the opportunity to combine the theoretical dimension with practical. In my research project I first look at the academic perspective and explore the various theories and schools of thought that are out there. Then through fieldwork, I am able to assess these theories against people’s real-life experiences and provide evidence-based explanations.
When it comes to day-to-day challenges, I have found self-discipline a critical element to master. There is a lot of predictability and structure in the corporate world; less so in the world of PhD research study. You shape your own day, month, year. You drive your own motivation. You define and manage your own priorities. Flexibility and self-discipline is key.
What do you think about the research training offered at Oxford Brookes?
I find the training options that are offered at Brookes abundant. These are offered at both the University level (across all research disciplines), and at Faculty level. The topics are numerous: from resume writing to Myers–Briggs personality test; from presentation skills to media training; from time management to managing your supervisor workshops, just to name a few. In addition, there are numerous debates, presentations, talks and conferences running throughout the year. These are well communicated and open to all.
What are your future plans?
At the moment, I plan to return to the corporate world after completing my PhD. However, I am also keen to explore a possible career in academia – time will tell.

Oxford Brookes Business School
Lely Budhiyanto is originally from Indonesia. They were awarded their degree in 2019 and the title of their thesis was ‘Family Firm Sustainability: An Ethnographic Study of Change and Adaptation in the Traditional Batik Industry in Lasem, Indonesia’.
How did you hear about Oxford Brookes University?
I heard about Oxford Brookes from my Director of Studies, Professor Juliette Koning.
What attracted you to Oxford Brookes University to conduct your research?
I was interested in taking the PhD programme as my supervisor, Professor Juliette Koning, has similar research interests as I have (SMEs in Indonesia).
What were you doing before?
I was a university lecturer.
How easy did you find it to settle into the research environment?
I did not find it difficult to settle into the research environment as I was already a lecturer. The Business School offered good support in developing a research environment, including organising summer schools and conferences.
Tell us about your research.
There is growing attention to the role of family firms in the global economy. In Indonesia, the family firm model is dominant, enhancing people’s lives through job creation, such as in Lasem’s traditional batik industry which is very labour intensive. The batik firms in Lasem demonstrate the ability to sustain a business through generations, particularly those owned and managed by ethnic Chinese families. Surprisingly, quite a few have survived past the third generation, while previous research in a Western context argues that only fourteen percent of family businesses survive to the third generation.
Previous studies on business sustainability are mainly concerned with the macro-economic level. This study investigates family firm sustainability in a more comprehensive way, considering the growth and survival process over periods of time by incorporating a mixed-embeddedness approach. This allows an analysis at different levels: the micro-level (the family and the firm), the meso-level (the market dynamics), and the macro-level (political and economic climate). In addition, the research compares two ethnic groups that play key roles in the traditional batik industry in Lasem: the ethnic Chinese, as the pioneers of batik Lasem, and the ethnic Javanese, who are newcomers. Ethnographic research was conducted in the Lasem area using a life-business history approach.
This study offers several key findings. Firstly, at the micro level, the embeddedness of the owner-managers in their contexts (ethnic family background) provides a unique resource availability such as knowledge, social capital, and financial capital. Knowledge possession (colouring formula in particular), the flexibility in responding to changing circumstances, succession, and emotional attachment to the firm and the family are also important in determining business sustainability. Secondly, market dynamics such as fashion trends, technology development and competitive environment impact differently on the business sustainability of the two groups. Thirdly, at the macro level, politics and the economic climate can potentially encourage or threaten business sustainability. This study demonstrates that an appropriate strategy in response to the changing circumstances at the micro, meso and macro levels is crucial in determining business sustainability. The latter is closely related to a combination of mixed-embeddedness and the unique resources pertinent to each ethnic group.
What do you enjoy about being a research student?
Doing research is one of the main reasons why I have chosen lecturing as a career path. I love to learn from and analyse others’ experiences, which is why I enjoy ethnographic research. The challenge of doing ethnographic research is deciding which topic is the most important and interesting to write about, and which would contribute to existing knowledge. It is an exhausting process, but my Director of Studies played an important role in helping me to direct my research focus.
What are your future plans?
I am going to be a university lecturer and conduct research relating to my research interests.
Oxford Brookes Business School
Robert Kemp joined Oxford Brookes in 2018 and the title of his thesis is ‘What is emotional labour in coaching?’.
How did you hear about Oxford Brookes University?
I heard about Oxford Brookes University because of Tatiana Bachkirova and Elaine Cox, and the Doctorate in Coaching and Mentoring programme itself by reputation. My first impressions? Great building, and great tutors and supervisors.
What attracted you to Oxford Brookes University to conduct your research?
The world-class reputation of the institution and Tatiana Bachkirova and Elaine Cox.
What were you doing before?
Coaching and consultancy.
How easy did you find it to settle into the research environment?
The Doctorate in Coaching and Mentoring is an excellent way to enter into the research environment through structured challenges which build towards registration, ethics and beyond.
Tell us about your research.
The aim of this study is to explore the concept of ‘emotional labour’ in coaching and to evaluate its role for coaches. Emotional labour is the management of feelings in the workplace in order to meet the expectations of others such as supervisors, customers or clients. This concept was highlighted first by Hochschild in the early 1980s in service workers, and since then has been researched in many areas such as the caring professions, in clinical contexts, and in mental health care. It is noted to have a number of impacts in these contexts which potentially influence well-being. This concept, and its potential effects, has not been researched in coaching, however.
This study intends to contribute to the literature in the emotional labour field, as well as to add to the literature in the coaching field around potential outcomes for coaches. The case is not well explored for what happens for coaches in coaching – their outcomes and their experiences of coaching. It is noteworthy that well-being of clients is an often-cited benefit of being coached, but coach well-being does not receive similar scholarly attention.
Study participants will be required to recount experiences of emotional labour in their coaching work. Supervisors of coaching - those who work with coaches to provide support in areas of good practice, learning, and restorative elements - will also be asked to recount experiences of their own coaching practice and will be able to bring their experiences of coaching supervision in the area of emotional labour. Participants will be asked to respond to a model of emotional labour which is created by the researcher in response to the literature in the field, as well as from the researchers’ personal coaching experiences.
The significance of this project is in its exploration of the previously unexplored area of emotional labour in coaching and its potential impacts on the coach. This may have relevance for coach-care, the supervision of coaches, the training of coaches, and potentially on the field of research in emotional labour. The work seeks to inform how emotional labour in coaching can be managed and supported given the proliferation of work in many other contexts but not yet in this specific context of coaching.
What do you enjoy about being a research student?
I enjoy the intellectual challenge, the prospect of generating new knowledge, the chance to research something of importance to me, and the support of thought leaders in my area.
What do you think about the research training offered at Brookes?
My experience of the programme and preparation has been excellent. I have really valued it and see it as a privilege. I like the community of fellow researchers and the tutors and supervisors are just brilliant – anyone who can get me through Advanced Quantitative Analysis deserves some sort of accolade. Being supervised by skilled academics, and those with a huge reputation in the field, is a fabulous experience.
In addition, the programme design just ‘holds you by the hand’ and walks you through what is needed. This does not mean that there are not massive challenges and daunting activities, but the challenges come along with all the support needed.
What are your future plans?
Just to keep breathing and see what the tide brings in.
Oxford Brookes Business School
Shwetha is originally from India. She joined Oxford Brookes University as a research student in April 2016 and the title of her thesis is ‘The potential of product placement in mobile games as an advertising strategy: A study evaluating the effectiveness through recall and recognition for Indian female consumers’.
How did you hear about Oxford Brookes University?
I found out about Oxford Brookes University through a Google search when I was looking to apply for a research degree programme at a university which offered Digital Marketing.
What attracted you to Oxford Brookes University to conduct your research?
After my masters’ degree, I was looking for universities to apply to for a doctoral degree which was credible and highly reputed. I conducted sufficient research and shortlisted universities which are highly ranked across a span of different research projects especially within the Marketing subject area. This is when I came across Oxford Brookes University. I was clear that I wanted to be a part of a university which provided a high-quality student experience and would prepare me for a career in academia. I was impressed with the research student profiles across the University and at the Faculty level which was very diverse. I found various interesting active research projects about digital marketing strategies. Most importantly, my potential supervisors’ (who are also my current supervisors, Dr Sarah Quinton and Prof Janine Dermody) research profiles; their research interests and experience attracted me to join Oxford Brookes University. Additionally, Oxford is a beautiful place to live with a strong student community presence around the city.
What were you doing before?
Before commencing my PhD journey at Oxford Brookes University, I completed a Masters’ by research (MRes) at the University of Exeter.
Prior to starting my journey in the United Kingdom, I worked as a Lecturer at Reva First Grade College and Brindavan College in India, and as an Activation Officer at Nestle India Ltd.
How easy did you find it to settle into the research environment?
It was very easy for me to settle into the research environment as I had just completed my masters’ degree and produced a dissertation on consumers’ stance towards mobile games as a communication medium, a case study of Indian gamers. The PhD programme at the Business School is well structured (registration, ethics approval, transfer, and the final submission) and communicated very clearly in the induction session, which is helping me to focus and plan my work to achieve the set milestones. Both my supervisors are very supportive in various stages of the PhD programme and for the deadlines that I need to adhere to. At the beginning, the library training was particularly useful for me to know from where and how to get access to the resources available for my research. The University also offers support by providing various research training and networking events.
Tell us about your research.
The purpose of my research is to investigate the effectiveness of product placement through recall and recognition in mobile games as experienced by Indian female consumers. In the last few years, with progress in technology, the ways of advertising are changing as advertisers look for new avenues of reaching the target consumers. Product placement is a creative and productive tool in the promotion mix which combines the advertisement with the entertainment, blurring the advertised content. Creating awareness using product placement strategy has been the main goal of advertisers. Although movies and television programmes have been popular choices for product placement because of its wide reach, over the past few years, it has expanded to other forms of media like video games, computer games and games played on social networking platforms.
A mobile phone is the easiest form of entertainment whilst on the move. Mobile games are an interactive and engaging platform, it provides a way for gamers to interact with the products placed in the game than just being mere passive viewers of advertisements. Many video games are now moving to the mobile platform to increase their audience reach. Digital games are traditionally associated with men. But with the increased use of mobile devices, games have also attracted a lot of women consumers. Mehta (2016) highlights that Indian women are outplaying men in mobile games. Men and women approach and interpret advertisements with different motives and perspectives. The growing number of women playing mobile games, the increase in disposable family income, and their response to media can have a positive impact for gaming companies in India, attracting advertisers to reach these women gamers. Thus, the underpinning idea of this study is to conduct gender-specific research examining the effectiveness of product placement through recall and recognition in an interactive and engaging platform like mobile games. Furthermore, this research will be conducted in a naturalistic environment to explore the opportunities and limitations with product-placement strategy in a hand-held environment.
My project will employ a mixed methods research approach, where the participants will be asked to play a game on their smartphones and answer a questionnaire after playing the game. Additionally, in order to understand the perspectives of the participants about the game and their experiences of the product placement concept in detail, semi-structured interviews will be conducted. This research will develop a product placement framework.
What do you enjoy about being a research student?
I enjoy being a research student primarily because it gives me an opportunity to explore my research topic in detail with a new perspective; to read different theories and other researchers’ insights about the topic and at the same time see the practical implementation. Although it is a journey of my choice, there are times when I am muddled and look for guidance. My supervisors have always been supportive and guiding me at all stages. I am always supercharged after meetings with my supervisors who constantly encourage me to work hard and produce quality work within the agreed deadlines.
The challenging aspect so far in my PhD journey is to maintain consistency with my work. ‘Being efficient and systematic’ has been my mantra until now; to constantly discipline myself and plan my day-to-day activities. I strongly believe that it is important to break long-term goals into working short-term goals and each time I accomplish a goal I list it and reward myself! I feel with these little rewards, along with the list of accomplishments, motivates me to work hard in the long run.
What do you think about the research training offered at Oxford Brookes?
The training events at Oxford Brookes University are plentiful and communicated in advance. The Graduate College Training Programme including time management, tackling the writing stage, media training workshop and data management and storage have helped me to learn strategies for careful planning and execution, and has allowed me to be productive throughout my PhD journey. I find the career and personality development training to be very engaging and covers a span of training programmes from how to write a job application, how to get a job and the interview skills required for researchers in academia. Courses also focus on non-academic jobs; enhancing personal effectiveness as a researcher through the MBTI framework, for example, has been beneficial for me, as I am aware of the opportunities that I can look for and how to apply. Seminars from the Oxford Brookes Business School such as the 20-20 seminars every semester, International Research Conference and Biennial Doctoral Event provides an opportunity to interact with guest speakers and different PhD students and listen to a range of research methods, the data collection process, and the challenges. I have attended many seminars and training from the very beginning of my PhD journey and will continue to attend, this is helping me to enhance my skills set and learn new concepts which are valuable as an early career researcher.
What are your future plans?
After completing my PhD, I aspire to continue my career in academia as a priority. However, if I become aware of some interesting market research work in any company, I am open to that as well.

Oxford Brookes Business School
Somhatai Timsard is originally from Bangkok, Thailand. She joined Oxford Brookes Business School in March 2015 and her thesis title is 'Consumers and role of social media in consumption of cosmetic products in Thailand’.
How did you hear about Oxford Brookes University?
I first heard about Oxford Brookes University while studying a bachelor’s degree in Business at Mahidol University International College, an international partner institution of Oxford Brookes University. I have been familiar with the name of Oxford Brookes University through recommendations from my supervisors and friends who were exchange students here. I decided to pursue my master’s degree here and completed it in 2012. Having had a great experience whilst studying for my master’s, I decided to continue with PhD study here.
What attracted you to Oxford Brookes University to conduct your research?
As I completed my master’s degree here at Oxford Brookes University, I became confident that the University is able to provide me both academic and non-academic resources for my research including talented researchers, lecturers and staff, a well-formed research community and good study environment. I also feel like home here in Oxford.
What were you doing before?
I completed my master’s degree in 2013 and started my PhD in 2015. I took a gap year in 2014; I was travelling and reflecting on myself. It was a year that I was finding myself and since pursuing a PhD has always been a significant goal for me, I spent a good few months writing a research proposal and applied for it here.
How easy did you find it to settle into the research environment?
It was not hard getting settled into the research environment, thanks to courses and seminars provided by the University which allowed me to meet researchers from other faculties and departments. These seminars and courses were not only aimed at helping to gain a PhD; they were also designed to help you to prepare for after graduation. These courses have helped me with confidence in studying and continuing my career outside the University.
Tell us about your research.
I have always been passionate about cosmetics and I spend a lot of time on social media. I realised that there are days I haven’t turned on my TV because I spent my time on social media instead. I have spent time on social media researching for cosmetics and watched reviews online for many hours a day, every day. Also I’ve followed beauty bloggers’ recommendations and reviews and bought whatever they mentioned. It has got me to the point that I started to question myself ‘Why do I believe people I haven’t met before and why do I trust them?’ Additionally my mum asked me randomly ‘why are teenagers these days so good at applying cosmetics?’ When she was a teenager, there wasn’t a strong need for cosmetics and she didn’t even know how to apply it. This question has inspired me to start my research.
The purpose of this research is to evaluate the role of social media in understanding the consumption of cosmetic products in Thailand. The number of social media users (SMUs) is increasing rapidly. Existing SMU typologies such as that formulated by Kozinet (1999) use two criteria: the degree of consumption activity and the intensity of relationships with other members of the community. His study suggests that these two variables enable four distinct types of communities – Tourists, Minglers, Devotees, and Insiders – whose intensity of relationship and consumption activity ranges from low for Tourists to high for Insiders. This research specifically examines the consumer behaviour of these four types of SMUs in Thailand.
Even though there has been a rapid growth in the number of SMUs, and consumers’ motivations have been studied (Baker and White, 2010; Park, Kee and Valenzuela, 2009; Raacke and Bond-Raacke, 2008; Shao, 2009), research on the consumption behaviour of SMUs in relation to cosmetic products is limited, and the factors that make social media channels, such as YouTube, popular remain unknown (Hennig-Thurau, Houston and Walsh, 2006). Importantly, social media’s arrival has created a shift. It has turned the private and limited realm of skills and behaviour of cosmetic users into an open, shared and community-based realm. This study also extends the knowledge of consumer behaviour on social media in the marketing literature. Ultimately, this research aims to develop an evidence-based framework of the influence of social media on social media users’ cosmetic consumption behaviour in Thailand.
What do you enjoy about being a research student?
Being a research student is a great opportunity to research a topic I am passionate about; to gain a deeper understanding and contribute to knowledge in the field of study. I believe that the PhD journey is not easy and people who are there to guide me along the way are significantly important. I always keep this in mind; I am not alone on this journey. Talking to family and friends, going out with friends or even baking are great helps when facing hard times.
Undoubtedly, challenges are always there at every step of the journey. One of toughest challenges so far for me was time management. My PhD journey entirely depends on how well and efficient I can balance study and life. A strategy that works for me is to have a daily schedule and to set my own deadlines. I like the feeling of accomplishment so I create a daily plan and try my best to get it done. Of course, no pain no gain, and I set a reward for myself if I accomplish my plan.
What do you think about the research training offered at Brookes?
I have attended almost every seminar and training course provided at Oxford Brookes University and always a have take-home knowledge after the sessions. The most important thing is that Oxford Brookes University has provided academic and beyond-academic training courses for research students. There are training courses that help students with their research and also those training courses to help students to be prepared for after graduation. Academic training courses, such as ‘Tackling the writing up stage of the research degree’, have given me knowledge that I could apply to my research. Also beyond-academic training courses such as ‘How to Get a Job: Successful Applications and Interviews for Researchers’, have provided me with confidence and a foundation to be prepared for a career in the future.
What are your future plans?
After finishing my PhD, I plan to apply for jobs outside academia to gain experience in the beauty industry before pursuing a teaching career. As my research is practical and dynamic, getting into the beauty industry and applying what I have learnt and gained from this research into the business world will enable me to have complete aspects of industry and theories in order to widen teaching contexts for students in the future.

Oxford Brookes Business School
Usman Alkali is from Nigeria and joined Oxford Brookes in September 2015. His thesis title is ‘Paradigm shift from resource-based economy to knowledge-based economy: the roles of University-Industry-Government Interaction in Nigeria’.
What attracted you to Oxford Brookes University to conduct your research?
A student friend of mine told me good stories about the quality of research at Oxford Brookes and I contacted another friend who happened to live in Oxford to seek his opinion. Both friends shared similar views which further encouraged my application. Following my enrolment, I saw the incredible support from my supervisory team and the Faculty members in equipping me with the necessary research skills that will help me throughout my PhD journey.
What were you doing before?
I was working with a government agency in Nigeria.
How easy did you find it to settle into the research environment?
The support and facilities provided have made it very easy for me to settle quickly into the research environment. It has also been much easier since the Oxford Brookes Business School moved from Wheatley to the Headington campus.
Tell us about your research.
Nigeria is the most populous African nation with an estimated population of 186 million people. Prior to the discovery of oil in 1956, agriculture was the mainstay of the economy; however, after the oil discovery, there was gradual neglect of agriculture and other sectors which hitherto made tremendous contributions to the economy. For the past two decades, the country has been operating a mono commodity-based economy with about 90% of revenues coming from the oil sector. To counter this over-dependence, Nigeria launched Vision 20:20 which is an articulation of a long-term intent to launch Nigeria onto a path of social and economic progress and fast-track the development of an economically prosperous Nigeria. My research seeks to advocate for a paradigm shift from a mono-sectoral dependence to a knowledge-based economy, exploring the roles of the interaction between universities-industries-government in Nigeria. The study aims to investigate the factors that influence the trilateral relations, the motivations for and the factors that impede the interaction, achieved through semi-structured interviews with study participants drawn from academic, industry and government institutions involved in technological development in Nigeria. The universities were selected based on the National Universities Commission’s ranking and regional distribution, as well as other factors such as years of establishment and experience. The firms were selected based on the level of engagement in knowledge-intensive commercial activities. The government agencies were selected based on their various roles in supporting, regulating, and participating in collaborative commercial ventures and innovative activities with the universities and industries. This research is supervised by Dr Sola Adesola (Director of Studies) and Professor Pritam Singh and is still ongoing with further work to be completed on data analysis, critical evaluation and contributions to knowledge.
What do you enjoy about being a research student?
What I enjoy most is the diversity of my fellow PhD students. I enjoy interacting with people from different nations, ethnic and religious backgrounds. I have learnt to live with people from other nations and to interact with them in many positive ways.
My initial challenge was my difficulty in understanding the British accent. I have struggled to communicate with native English speakers because the speech is very fast and a little different to what I am used to. But I quickly paid more attention to improve that barrier, which helped me a lot in improving my communication skills.
What do you think about the research training offered at Brookes?
The research training has been very helpful and practical for my research. The first training I received was EndNote and searching for materials in the library catalogue. Prior to that, I had no idea how EndNote worked. I used to arrange my bibliographies manually, but after this and other training session I attended, I can confidently say that my research skills have improved tremendously.
What are your future plans?
My aim after completing my PhD is to return to my country and contribute to my nation, and also be a good ambassador for Oxford Brookes University.
Oxford School of Hospitality Management
Cristovao Bomfim Silva Dos Santos joined Oxford Brookes as a research student in October 2015. His thesis title is ‘The mechanisms of building and sustaining trust in indigenous tourism: a case study of the Pataxó Jaqueira community in Porto Seguro, Brazil’.
What attracted you to Oxford Brookes University to conduct your research?
I decided to do my PhD at Brookes because I had heard excellent things about the supervisory team, and felt I would be both comfortable and confident here.
What were you doing before?
Before coming to Oxford Brookes, I was working as a Project Manager while completing my second master’s degree, in Sustainable Tourism Management.
How easy did you find it to settle into the research environment?
Oxford is a familiar city to me as I studied English as a foreign language here back in 2005. The University resources are excellent - the library being one of them.
Tell us about your research.
My research focuses on exploring the mechanisms through which trust is built and maintained in indigenous tourism planning and development. There has been a wide range of literature on tourism planning and development regarding indigenous/local communities. Scholars have advocated participatory planning techniques, community involvement and community-based approaches. However, there are difficulties in translating the theory into practice, especially in countries with differing political and cultural regimes. The anticipated economic and social benefits of tourism development do not always meet the expectations of local and/or indigenous communities. Some tourism developers tend to adopt a top-down approach, which tends to fail and trigger conflicts because of the lack of tourism knowledge and passive participation of communities in tourism destinations. The consequence of failures and unmet expectations has provoked a loss/crisis of trust in community tourism planning. Yet, little attention has been devoted to the concept of trust as a key component of tourism planning and development.
This research is relevant to the context of indigenous tourism planning and development because recent studies have argued that trust is a necessary pre-condition for cooperation, reducing conflicts and promoting effective collaboration and partnerships. Trust can be built and sustained via ongoing dialogue between tourism and other community actors. Tourism development requires the involvement of all stakeholders, whereby relationships are based on commitment which is established through trust. Tourism destinations have to rely on cooperation which entails mutual trust and understanding reinforced by efficient and frequent communication.
Hence, an exploration of the mechanisms of building and maintaining trust in indigenous tourism planning and development is overdue. The case study of this research is the Pataxó indigenous community of Jaqueira, situated in the city of Porto Seguro in the South of Bahia in Brazil. This ethnic group is claimed to have made first contact with Portuguese explorers in 1500. For five centuries, the Pataxó ethnic group has been fighting for land and identity rights. After achieving land rights in 1998, the Pataxó community of Jaqueira tourism project was created. Engaged in ecotourism for sustainable development, this community started to receive visitors in 1999. Amongst the 19 scattered communities in the municipality of Porto Seguro, the Jaqueira community was the pioneer in tourism development and the first community to offer organised tours of indigenous people’s lives with the collaboration of a local tour operator.
Studies of Pataxó involvement in tourism planning and development to date have focused on authenticity and acculturation, cultural revival and preservation of traditional elements. These sources have shed light on the historical context and demonstrate the urgent need for further exploration of indigenous tourism in Brazil. Importantly, they have not considered the concept of trust. The Jaqueira community has been selected as the case study and this investigation will fill the existing gap in knowledge about the role of trust through the use of qualitative approaches.
My research aim is to explore the mechanism through which trust is built and maintained in indigenous tourism development. The objectives are as follows:
1- To critically review and analyse the literature on trust as a general concept in order to reveal its relevance for tourism planning and development.
2- To critically review and analyse the literature on indigenous tourism and the Pataxó indigenous community.
3- To collect historical records concerning the Pataxó community from which to assess the process of the development of trust.
4- To identify the different aspects of trust within the Pataxó community and between the community and key tourism players.
5- To assess the processes through which trust is created and maintained within and among the Pataxó community, local tour operators and the local council/tourism board.
6- To identify and evaluate the mechanisms of change in trust relationships that have occurred as part of indigenous tourism planning and development within the Pataxó community of Jaqueira in Brazil.
In order to achieve these research objectives, an ethnographic approach was employed to collect the primary data, which consisted of a six-month field work visit during 2016-2017. In previous studies, qualitative methods have been crucial for conducting research focused on the topic of trust and imperative for analysing trust creation and maintenance processes. These methods are predominantly compatible for understanding the process and narrative account of trust and especially in the context of tourism planning and development.
What do you enjoy about being a research student?
Since joining Oxford Brookes, I have learned a great deal from my supervisors. Time management, dedication and motivation were my priority. I did not have any major challenges and my field work with the Pataxó community of Jaqueira was a life-changing personal and professional experience, since I had the opportunity to interact with community members.
What do you think about the research training offered at Oxford Brookes?
All training sessions I have attended have been imperative. For example, the training sections on coding, theme development, data analysis and writing up your research have all been very useful.
What are your future plans?
Since January 2018, I have had the opportunity to work as an Associate Lecturer. I would love to share my knowledge with students as a future Senior Lecturer or Post-Doctoral Researcher.

Oxford School of Hospitality Management
Masrura Ram Idjal is originally from Indonesia. She joined Oxford Brookes as a research student in 2017 and the title of her thesis is ‘The influence of decentralisation of policy on the nexus of power in tourism in rural communities; a case study of the new Village Law (2014) in Indonesia’.
How did you hear about Oxford Brookes University?
I first heard about Oxford Brookes from the Oxford Brookes University website, before starting my master’s degree here. I completed a Master’s in Tourism and Hospitality Management at the Oxford School of Hospitality Management in 2015.
What were you doing before?
I have been running our family business in tourism and hospitality since 1996. Our business comprises two travel agencies, one small boutique hotel, and one transportation company. This has led me to work with the Indonesian government through several organisations that I represent such as ASITA (The Association of the Indonesian Tours and Travel Agencies) and IWAPI (The Association of Indonesian Business Women). As such, I have contributed to the planning and product development programmes, joined focus group discussions, and participated in international training and conferences worldwide. My experience in tourism has also provided many experiences of working with local community programmes, especially those that seek to improve the empowerment of women in tourism. I have also delivered a number of workshops for SMEs in tourism sectors.
How easy did you find it to settle into the research environment?
I have found I am surrounded by people that have excellent experience in research, as well as great facilities provided by the University. The University provides events related to my research and career development, and I am given numerous opportunities to talk about my research at conferences and seminars.
Tell us about your research.
My research aims to examine the 2014 Indonesian Village Law and its influence on the nexus of power in rural tourism destinations. The focus of the research will be on the planning and decision-making process at the village level. Decentralisation is defined as the transfer of authority and power, responsibility and resources, from central government to a lower level of government. Decentralisation has been suggested by a number of scholars as critical to securing sustainable tourism development. It is a democratic process, requiring bottom-up planning and decision making in less developed countries. Many authors have focused extensively on the dynamics of community based planning when seeking to implement sustainable tourism in communities. For the most part, however, they have not explored the connection and interaction between the local community and local government within a decentralised system. The level of authority provided to the community, the legitimacy of policy decision making within the community, and the resources to deliver tourism policies have also not been studied within decentralised tourism policy mechanisms.
The primary focus of this research is on the ‘mechanic’ of gaining participation from local community members. There are widely differing views about what constitutes effective community participation and many researchers have not explored the connection and interaction between the local community and local government within decentralised systems.
Indonesia started the process of policy decentralisation in 2001. The Indonesian Government chose not to follow the models implemented in other countries, where authority was transferred from a central government institution to regional levels of government. Instead, it chose to use decentralisation as a means to give greater authority, political and financial resources directly to regions and municipalities, thereby bypassing the provincial government structure. To this end, in 2014, the Indonesian Government enacted Law no 6/2014 (Village Law) on village governance and finance. This Law makes provision for the establishment of village governance committees and allocates funding to these committees from central government. As a result of the Law, all of the 74,754 villages in Indonesia have both the authority and resources to govern their own affairs and develop their area based on their individual preferences. Under the provisions of this Law, therefore, those villages which have tourism potential have the opportunity and means to develop tourism facilities using the resources and powers provided to them.
To ensure that increased decentralisation leads to increased democratisation, the Village Law recognises that village governance should be accountable to villagers by providing a framework for citizen participation in the planning and monitoring of local policies. Using a qualitative method, this research will define the factors that enhance citizen participation in the village, particularly in tourism development. The primary data has been gathered in two rural tourism destinations in Indonesia, which have been selected according to their tourism development trajectory stage. This research will analyse the advantages and disadvantages, the implications and the process of policy formulation that can emerge from the implementation of the policy for tourism rural community's engagement in Indonesia, as well as contributing to theory by delimiting the essential pre-requisites to support rural tourism communities in maximising the benefits from policy decentralisation.
What do you enjoy about being a research student?
I enjoy being a research student as it gives me an opportunity to explore, in detail, a research topic I am passionate about.
What do you think about the research training offered at Oxford Brookes?
Oxford Brookes University provides a wide range of research student training which has helped me to face many different challenges during my research programme.
What are your future plans?
After completing my PhD, I would like to work to help our communities develop their tourism potential, and expand my business in the tourism industry in Indonesia

Oxford School of Hospitality Management
Sarah Evans-Howe is from Aylesbury in Buckinghamshire. She joined Oxford Brookes in September 2013 and her thesis title is ‘Complaining via social media: perceptions of temporality in customer complaint behaviour following exceptional experiences in luxury London hotels’.
How did you hear about Oxford Brookes University?
I first came to Oxford Brookes on an open day back in 1993 when I was still taking my A Levels and deciding where to go to university for the first time. It was very exciting because I always knew I wanted to pursue a career in hotel management but went to a very academic school where they didn’t really understand vocational courses. I couldn’t wait to start studying anything and everything to do with hotels – my favourite places! Grant Clendening (who later became my personal tutor) gave a talk in the lecture theatre in the Fuller building introducing us to the University and explained the importance of choosing a university where you felt comfortable. This was the first time I had ever heard someone talking about studying hotel management and, with such passion expressed, I knew straight away this would be my first choice. Although I had visited other universities, Brookes was the most warm and welcoming.
What attracted you to Oxford Brookes University to conduct your research?
I returned to Oxford Brookes in September 2013 for my PhD and it felt just like coming home. I’m clearly biased but I don’t think there is anywhere better for hotel and hospitality related courses. I was also eager to work with David Bowie. Of course, I attended his lectures for my undergraduate degree (although I don’t expect him to remember this as I was just a face in the crowd) but when I first came to Oxford to discuss my PhD we had an easy rapport and I thought we would be able to work well together, which has proved to be the case. My other supervisor, Dr Sarah Quinton, is also fantastic. I have been extremely lucky to have two very good supervisors because I believe this working relationship is integral to the success of any PhD.
What were you doing before?
I became interested in doing a PhD thanks to the encouragement of a mentor (Dr Deba Bardhan Correia) at my previous place of work, the University of Buckingham. I went to Buckingham to do a Master’s in Service Management in 2011 and Deba spotted my potential as a teacher and lecturer. I was lucky to be given increasing opportunity for responsibility and when I finished my master’s I was offered a permanent position lecturing in various business-related subjects including Service Management and Cross-Cultural Management, eventually becoming Programme Manager for the MSc Service Management that I had originally gone there to study. I found I loved teaching and mentoring students and so was advised that a PhD would be important.
How easy did you find it to settle into the research environment?
I found it fairly easy to settle into the research environment but being part-time I am based at home. I have a husband, Stephen, two children (Charlotte, 15 and Oliver, 12) and a Labrador, Sam so this suits me very well. However, at times, researching independently can feel isolating. I have noticed that I feel more encouraged when I have attended training modules and met up with my peers, such as at 20:20 or other research/doctoral events or even just meeting up for coffee with a fellow student. Of course, hearing feedback from supervisors (the experts in my field) is the most helpful of all and is particularly motivational but even discussing my research with someone in a totally different field is beneficial because the act of having to articulate what you’re doing is helpful in clarifying your own thoughts and ideas. I have found the support and resources available to be exactly what I have needed at every stage and all members of staff I have interacted with have always been professional and helpful.
Tell us about your research.
Hotels are meant to be happy places where you go in and come out feeling better. If that hasn’t happened, I am very interested to know why and what can be done to make it better next time. Throughout my career in hotels I handled many complaints and over time found that I actually quite enjoyed listening to customers explain why they were not satisfied and then helping to make them feel better. It was a kind of challenge for me. The stronger the complaint, the greater my desire to turn this into a happy customer. I think this is where my interest in complaint behaviour began.
However, today, with increasing use of social media, customers have the opportunity to be more vocal than ever. Moreover, with widespread use of smart phones and mobile technology, various behavioural changes are taking place. Many customers are increasingly linked to a much larger circle of connections at the touch of a button which impacts word-of-mouth as well as the ease with which they can reach “head-office” or the “corporate office” of the hotel company. Individuals are sharing where they’ve been, on Facebook, taking photographs of their fine-dining experience, posting these on Instagram in real-time and using Twitter to complain. Therefore, customers’ behaviour in the moment of consumption is changing as they are often pre-occupied with conspicuous consumption rather than enjoying the experience. Similarly, being constantly connected to the internet has led to a faster pace of life and a widespread belief that more can be achieved in less time which has led to higher customer expectations. People are also now able to complain while still actually in the hotel or restaurant actually consuming the experience, rather than having to speak to someone or wait to write a letter when they get home. I am conducting my research within the context of luxury hotels because this too is an emerging area as there is little literature regarding complaining in a luxury context and the use of social media in luxury hotels specifically.
My research is looking at all these different aspects of complaint behaviour with particular interest in our evolving attitudes to time; what we’re doing, “in the moment”, our beliefs about what can be achieved within what time period, customer expectations of response times and how quickly customers expect resolutions to problems in hotels.
What do you enjoy about being a research student?
I enjoy being a research student very much. At school, I never considered myself to be an academic. At my grammar school, this meant Oxbridge exams and people talked about “pure” subjects like English, Maths and Science, none of which I was particularly interested in. However, I now appreciate that it is simply a matter of finding the right subject or area of interest. Actually, of all the things required for a PhD, passion is the greatest one and I have that in bucket loads! If it’s about hotels, I enjoy everything a PhD comprises: reading, researching, analysing, evaluating and writing. I think one of the things that gets underestimated the most is the amount of thinking required. Very often, for me this means talking about it as well and I’m quite sure my family have heard enough already!
What do you think about the research training offered at Oxford Brookes?
Research training has been good. I particularly enjoyed attending Qualitative Research Methods (a) this year with Dr Juliette Koning and Dr Karen Handley. We had a really good group and enjoyed some very interesting discussions about philosophy! I am looking forward to Quals B next term for more of the same!
What are your future plans?
As soon as I’ve finished my PhD I would love a job as a Senior Lecturer, teaching and researching more of the same at a lovely university that specialises in hospitality not far from the dreaming spires. Now, where might there be such a place I wonder?!
