Dr Ranis Cheng
Management School
UOS-The University of Sheffield
United Kingdom
Biography
Ranis joined the Strategy, Marketing & International Business Division of the Management School in 2011. Previously she worked as a lecturer in Marketing at Nottingham Trent University. She gained a PhD in the area of corporate identity in the UK´s fast fashion retail sector.
Research Interest
Her main research areas are corporate identity, corporate branding, branding and fashion retail operations.
Publications
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Resnick, S. M.,, Cheng, R., Simpson, M. and Lourenço, F. (2016). Marketing in SMEs: a “4Ps†self-branding model. International Journal of Entrepreneurial Behavior & Research, 22(1) 155-174.
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Cheng, R., Lourenço, F. and Resnick, S. (2016). Educating graduates for marketing in SMEs: An update for the traditional marketing curriculum. Journal of Small Business and Enterprise Development, 23(2) 495-513.
