Newcastle University

Introduction

Reader in Marketing

Roles and Responsibilities

Degree Programme Director for MSc International Marketing

Qualifications

BSc, PhD

Memberships

Chartered Institute of Marketing
Agricultural Economics Society
European Association of Agricultural Ecoonmists

Languages

English, Russian (to AS level)

Research Interests

International marketing
Food marketing
Small businesses and rural development
Sponsorship

Current Projects

COMPETE (International comparisons of product supply chains in the agro-food sectors: determinants of their competitiveness and performance on EU and international markets). EU FP7.

http://www.compete-project.eu/

Past Projects  

a) EU INTAS funded research project on Supporting the International Development of the CIS Agricultural Sector (SIDCISA). Major study of agricultural marketing relationships in Armenia, Moldova and Ukraine.

b) SCARLED (Structural Change in Agriculture and Rural Livelihoods), 6th Framework project funded by the European Commission.

c) Water Resource Strategies and Drought Alleviation in Western Balcan Agriculture (WATERWEB). Funded by EU FPVI INCO West Balkans. Studies of agricultural water management in Serbia and Macedonia.

d) FOCUS-Balkans. Consumer food choice in the Balkans. EU FP7.

Funding

The research projects I have been involved with have generated around £650K in research income to the University. These projects have been funded by a wide range of bodies including EU Framework 5, 6 and 7, ESRC CASE Studentships, The British Council, Swedish International Development Agency (SIDA), DEFRA and ONE North East.

Undergraduate Teaching

MKT2004 Research Methods for Business and Marketing (Semester 1)
ACE3066 European Food Marketing and Policy(Semester 2)

Postgraduate Teaching

NBS8507 International Marketing (Semester 2)
ACE8046 International Food Marketing and Policy (Semester 1)
NBS8512 Dissertation in Marketing

• Butigan R, Filipovic J, Gorton M, Ognjanov G, Stojanovic Z, White J. A Qualitative Approach to Understanding Brand Image in an International Context: Insights from Croatia and Serbia. International Marketing Review 2013. In Press.
• Newbery R, Sauer J, Gorton M, Phillipson J, Atterton J. Determinants of the Performance of Business Associations in rural settlements in the United Kingdom: an analysis of members’ satisfaction and willingness-to-pay for association survival. Environment and Planning A 2013. In Press.
• Sehib K, Jackson EL, Gorton M. Gender, social acceptability and the adoption of supermarkets: evidence from Libya. International Journal of Consumer Studies 2013, (epub ahead of print).
• Gorton M, Angell R, White J, Tseng Y-S. Understanding Consumer Responses to Retailers’ Cause Related Voucher Schemes: Evidence from the UK Grocery Sector. European Journal of Marketing 2013. In Press.
• Jackson EL, Gorton M, Zhang D. Consumer consciousness and the Chinese food chain - Urban understandings of a rural process. In: Rural Sociological Society 75th Annual Meeting. 2012, Chicago, Illinois, USA: Rural Sociological Society.
• Sauer J, Gorton M, White J. Marketing, co-operatives and price heterogeneity: evidence from the CIS dairy sector. Agricultural Economics 2012, 43(2), 165-177.
• Davidova S, Fredriksson L, Gorton M, Mishev P, Petrovici D. Subsistence farming, incomes, and agricultural livelihoods in the New Member States of the European Union. Environment and Planning C: Government and Policy 2012, 30(2), 209-227.
• Milosevic J, Zezelj I, Gorton M, Barjolle D. Understanding the motives for food choice in Western Balkan countries. Appetite 2012, 58(1), 205-214.
• Hubbard MC, Gorton M. Placing Agriculture within Rural Development: Evidence from EU Case Studies. Environment and Planning C: Government and Policy 2011, 29(1), 80-95.
• Gorton M, Zaric V, Lowe P, Quarrie S. Public and private agri-environmental regulation in post-socialist economies: evidence from the Serbian Fresh Fruit and Vegetable Sector. Journal of Rural Studies 2011, 27(2), 144-152.
• Gorton M, Sauer J, Supatpongkul P. Wet Markets, Supermarkets and the 'Big Middle' for Food Retailing in Developing Countries: Evidence from Thailand. World Development 2011, 39(9), 1624-1637.
• Gorton M, Lowe P, Quarrie S, Zaric V. European rule adoption in Central and Eastern Europe: a comparative analysis of agricultural water management in Serbia. Environmental Politics 2010, 19(4), 578-598.
• Latruffe L, Davidova S, Douarin E, Gorton M. Farm Expansion in Lithuania after Accession to the EU: The Role of CAP Payments in Alleviating Potential Credit Constraints. Europe-Asia Studies 2010, 62(2), 351-365.
• Jackson EL, Gorton M, White J. A structural analysis of contractual innovations within the CIS milk industry. In: 3rd International European Forum on System Dynamics and Innovation in Food Networks. 2009, Igls, Austria.
• Gorton M, White J. Export strategies and performance in the CIS: case study evidence from the dairy sector. Post-Communist Economies 2009, 21(4), 475-494.
• Tregear A, Gorton M. The challenges of sharing: brands as club goods. European Journal of Marketing 2009, 43(5/6), 826-842.
• Gorton M, Hubbard MC, Hubbard LJ. The Folly of European Union Policy Transfer: Why the Common Agricultural Policy (CAP) Does Not Fit Central and Eastern Europe. Regional Studies 2009, 43(10), 1305-1317.
• Gorton M, Sauer J, Peshevski M, Bosev D, Shekerinov D, Quarrie S. Water Communities in the Republic of Macedonia: An Empirical Analysis of Membership Satisfaction and Payment Behavior . World Development 2009, 37(12), 1951-1963.
• Gorton M, Douarin E, Davidova S, Latruffe L. Attitudes to agricultural policy and farming futures in the context of the 2003 CAP reform: A comparison of farmers in selected established and new Member States. Journal of Rural Studies 2008, 24(3), 322-336.
• Gorton M, Tregear A. Government support to regional food producers: an assessment of England’s Regional Food Strategy. Environment and Planning C: Government and Policy 2008, 26(6), 1047-1060.
• Szymanski A, Gorton M, Hubbard LJ. A Comparative Analysis of Firm Performance in Post-socialist Economies: Evidence from the Polish Food Processing Industry. Post-Communist Economies 2007, 19(4), 433-448.
• Gorton M, White J, Dries L, Ignat A, Sardaryan G, Skripnik A. Dairy farming and milk marketing relationships in the CIS. Eurasian Geography and Economics 2007, 48(6), 733-747.
• Chaplin H, Gorton M, Davidova S. Impediments to the diversification of rural economies in central and eastern Europe: Evidence from small-scale farms in Poland. Regional Studies 2007, 41(3), 361-376.
• Iraizoz B, Gorton M, Davidova S. Segmenting farms for analysing agricultural trajectories: A case study of the Navarra region in Spain. Agricultural Systems 2007, 93(1-3), 143-169.
• Gorton M, White J. The restructuring of agri-food supply chains in CEE and the CIS: Overview and policy implications. Outlook on Agriculture 2007, 36(4), 237-246.
• Haverty M, Gorton M. Integrating market orientation and competitive benchmarking: A methodological framework and application. Total Quality Management and Business Excellence 2006, 17(8), 1077-1091.
• Phillipson J, Gorton M, Laschewski L. Local business co-operation and the dilemmas of collective action: Rural micro-business networks in the North of England. Sociologia Ruralis 2006, 46(1), 40-60.
• Gorton M, Dumitrashko M, White J. Overcoming supply chain failure in the agri-food sector: A case study from Moldova. Food Policy 2006, 31(1), 90-103.
• Gorton M, Davidova S, Banse M, Bailey A. The international competitiveness of Hungarian agriculture: Past performance and future projections. Post-Communist Economies 2006, 18(1), 69-84.
• Zellei A, Gorton M, Lowe P. Agri-environmental policy systems in transition and preparation for EU membership. Land Use Policy 2005, 22(3), 225-234.
• Petrovici DA, Gorton M. An evaluation of the importance of subsistence food production for assessments of poverty and policy targeting: Evidence from Romania. Food Policy 2005, 30(2), 205-223.
• Gorton M, White J, Dumitrashko M. Applying the clinical inquiry approach to understand and facilitate enterprise restructuring in transitional economies: A case study from the moldovan wine industry. Systemic Practice and Action Research 2005, 18(1), 35-52.
• Tregear A, Gorton M. Geographical origin as a branding tool for agri-food producers. Society and Economy 2005, 27(4), 399-414.
• Gorton M, Lowe P, Zellei A. Pre-accession europeanisation: The strategic realignment of the environmental policy systems of Lithuania, Poland and Slovakia towards agricultural pollution in preparation for EU membership. Sociologia Ruralis 2005, 45(3), 202-223.
• Zemeckis R, Lazauskas S, Gorton M. The Europeanisation of agri-environmental policy: A case study of water quality in the Lithuanian karst zone. Land Use Policy 2005, 22(3), 255-264.
• Chaplin H, Davidova S, Gorton M. Agricultural adjustment and the diversification of farm households and corporate farms in Central Europe. Journal of Rural Studies 2004, 20(1), 61-77.
• Zaharieva E, Gorton M, Lingard J. An evaluation of marketing practices and market orientation in the Bulgarian wine industry. Post-Communist Economies 2004, 16(2), 229-243.
• Gorton M, Davidova S. Farm productivity and efficiency in the CEE applicant countries: A synthesis of results. Agricultural Economics 2004, 30(1), 1-16.
• Gorton M, Ignat G, White J. The evolution of post-Soviet labour processes: A case study of the hollowing out of paternalism in Moldova. International Journal of Human Resource Management 2004, 15(7), 1249-1261.
• Phillipson J, Gorton M, Raley M, Moxey A. Treating farms as firms? The evolution of farm business support from productionist to entrepreneurial models. Environment and Planning C: Government & Policy 2004, 22(1), 31-54.
• Gorton M, Kovacs B, Mizik T, Davidova S, Ratinger T, Iraizoz B. An analysis of the performance of commercially oriented farms in Hungary. Post-Communist Economies 2003, 15(3), 401-416.
• Zaharieva E, Gorton M, Lingard J. Procurement mechanisms and the emergence of new governance structures in the CEECs: Evidence from the Bulgarian wine industry. Journal of Purchasing and Supply Management 2003, 9(5-6), 235-245.
• Gorton M, White J. The politics of agrarian collapse: Decollectivisation in Moldova. East European Politics and Societies 2003, 17(2), 305-351.
• Gorton M, White J, Chernyshova S, Skripnik A, Vinichenko T, Dumitrasco M, Soltan G. The reconfiguration of post-soviet food industries: Evidence from Ukraine and Moldova. Agribusiness 2003, 19(4), 409-424.
• Davidova S, Gorton M, Iraizoz B, Ratinger T. Variations in farm performance in transitional economies: Evidence from the Czech Republic. Journal of Agricultural Economics 2003, 54(2), 227-245.
• Gorton M, Guba F. Foreign Direct Investment (FDI) and the restructuring of the Hungarian dairy processing sector. Journal of East-West Business 2002, 7(4), 5-28.
• Laschewski L, Phillipson J, Gorton M. The facilitation and formalisation of small business networks: evidence from the North East of England. Environment and Planning C: Government & Policy 2002, 20(3), 375-391.
• Ness M, Gorton M, Kuznesof S. The student shopper: Segmentation on the basis of attitudes to store features and shopping behaviour. British Food Journal 2002, 104(7), 506.
• Gorton M. Agricultural land reform in Moldova. Land Use Policy 2001, 18(3), 269-279.
• Gorton M. Agricultural land reform in Moldova. Land Use Policy 2001, 18(3), 269-279.
• Gorton M, Davidova S. The international competitiveness of CEEC agriculture. World Economy 2001, 24(2), 185-200.
• Gorton M, Daniowska A, Jarka S, Straszewski S, Zawojska A. The International Competitiveness of Polish Agriculture. Post Communist Economies 2001, 13(4), 445-457.
• Gorton M, Danilowska A, Jarka S, Straszewski S, Zawojska A, Majewski E. The international competitiveness of Polish agriculture. Post-Communist Economies 2001, 13(4), 445-457.
• Gorton MJ, Davidova S, Ratinger T. The competitiveness of agriculture in Bulgaria and the Czech Republic vis-à-vis the European Union (CEEC and EU agricultural competitiveness). Comparative Economic Studies 2000, 42(1), 59-86.
• Erjavec E, Gorton M, Kuhar A, Valant V. Firm level restructuring in the Slovenian food industry. Post-Communist Economies 1999, 11(4), 518-539.
• Gorton M. Spatial variations in markets served by UK-based small and medium-sized enterprises (SMEs). Entrepreneurship and Regional Development 1999, 11(1), 39-55.