Dr Matthew Gorton
Reader in Marketing, Joint Head of Marketing, Operations and Systems Group

  • Email: matthew.gorton@ncl.ac.uk
  • Telephone: +44 (0) 191 208 1576
  • Address: 8th Floor, Room 8.03
    Newcastle University Business School
    5 Barrack Road
    Newcastle upon Tyne
    NE1 4SE


Reader in Marketing

Roles and Responsibilities

Joint Subject Group Head for Marketing, Operations and Systems

Co-ordinator of EU H2020 Project Strength2Food




Market Research Society 

International Association of Agricultural Economists

European Association of Agricultural Economists

European Academy of Marketing




English, Russian (to AS level)


Esteem Indicators 

Best paper awards in 2008 and 2011 at the German Agricultural Economics Society Annual Conference (GEWISOLA).

Assistant editor of the Journal of Agricultural Economics

Member of the editorial board for Studies in Agricultural Economics

Member of the editorial board for the Journal of Integrative Agriculture

Evaluator for the Italian Evaluation of Research Quality exercise (VCR 2004-2010)

Panel member for ESRC Collaborative Governmental Studentship scheme







Research Interests

Agri-food markets in an enlarged EU

Small businesses and rural development

Regional foods



Current Projects

Strength2Food (co-ordinator) http://cordis.europa.eu/project/rcn/200534_en.html

Past Projects  

a) 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/

b) Drivers of rural business growth, decline and stability.  Input for Frontier Economics project for DEFRA. http://randd.defra.gov.uk/Default.aspx?Menu=Menu&Module=More&Location=None&Completed=0&ProjectID=18782

c) 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.http://cordis.europa.eu/project/rcn/74546_en.html

d) SCARLED (Structural Change in Agriculture and Rural Livelihoods), 6th Framework project funded by the European Commission.http://scarled.eu/

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

f) FOCUS-Balkans. Consumer food choice in the Balkans. EU FP7.http://www.focus-balkans.org/


The research projects I have been involved with have generated around £1.5m in research income to the University. These projects have been funded by a wide range of bodies including EU Framework 5, 6 and 7, H2020, ESRC CASE Studentships, The British Council, Swedish International Development Agency (SIDA), DEFRA and ONE North East.



NBS8526 Principles of Marketing (module leader)

NBS8512 Dissertation in Marketing (module leader)

NBS8199 Dissertration (Dual Award)