Dr Ranis Cheng
Lecturer in Marketing
+44 114 222 3256
Full contact details
Sheffield University Management School
- Research interests
Her main research areas are corporate identity, corporate branding, branding and fashion retail operations. Her work has been published in the European Journal of Marketing, The Journal of Product & Brand Management.
Her current research projects include:
- Relationships between corporate branding, internal branding and employer branding
- Students’ perceptions of SME marketing
- Graduates’ employability within the SMEs sector
- EXPLORING CHINESE MILLENNIALS’ PERCEPTIONS OF BAMBOO TEXTILE FASHION PRODUCTS. Global Fashion Management Conference, 2019, 379-384.
- THE HOARDER, THE ONIOMANIAC AND THE FASHIONISTA IN ME: A LIFE HISTORIES APPROACH TO EXPLORE FASHION CONSUMPTION. Global Fashion Management Conference, 2019, 478-482.
- IT IS ETHICAL, BUT IT IS NOT ME: SELF-CONCEPT AND ETHICAL CONSUMPTION OF FASHION. Global Fashion Management Conference, 2019, 386-395.
- Educating graduates for marketing in SMEs: An update for the traditional marketing curriculum. Journal of Small Business and Enterprise Development, 23(2), 495-513. View this article in WRRO
- Marketing in SMEs: a “4Ps” self-branding model. International Journal of Entrepreneurial Behavior & Research, 22(1), 155-174. View this article in WRRO
- Does Ethicality Wane With Adulthood? A Study of the Ethical Values of Entrepreneurship Students and Nascent Entrepreneurs. Journal of Education for Business, 90(7), 385-393.
- Gender and Business Ethics of Enterprise Students and Nascent Entrepreneurs Engaged in Entrepreneurship Education. The Journal of Entrepreneurship, 24(2), 186-203.
- Experience of entrepreneurial training for female farmers to stimulate entrepreneurship in Uganda. Gender in Management: An International Journal, 29(7), 382-401.
- Predicting handbill avoidance in Hong Kong and the UK. European Journal of Marketing, 48(1/2), 132-146.
- Aligning teaching and practice: a study of SME marketing. Journal of Research in Marketing and entrepreneurship, 13(1), 37-46.
- Exploring the relationship between corporate, internal and employer branding. Journal of Product and Brand Management, 19(6), 401-409.
- Desired and perceived identities of fashion retailers. European Journal of Marketing, 42(5-6), 682-701.
- Communicating Sustainability: The Case of Slow-Fashion Micro-organizations, Sustainable Consumption (pp. 83-99). Springer International Publishing
- Sustainable Supply Chain Management in the Slow-Fashion Industry In Choi TM & Chen TC (Ed.), Sustainable Fashion Supply Chain Management From Sourcing to Retailing (pp. 129-154). Springer
- Fashion Retailer Desired and Perceived Identity In Hines T & Bruce M (Ed.), Fashion Marketing Contemporary Issues (pp. 230-258). Elsevier
- Sustainable Development in Business Education, Economics (pp. 1347-1366). IGI Global
- Sustainable Development in Business Education, Practice, Progress, and Proficiency in Sustainability (pp. 116-135). IGI Global
Conference proceedings papers
Ranis has worked on several funded projects, including:
- SPUR SUCCESS £10,000 at Nottingham Trent University on SME marketing
- Seedcorn funding at Nottingham Trent University on two research projects
- Corporate branding and SME marketing
- Academy of Marketing and Higher Education Academic Subject Centre for Business Management and Finance (Teaching Research and Development grant) on SME marketing and graduates’ employability
- Teaching interests
Ranis teaches mainly at the postgraduate level on the MSc Marketing Management Practice programme. She currently runs two modules including Marketing Practice and Marketing Research. Her teaching is research based, teaching contents link strongly to my personal research interests and activities.
The majority of her students are overseas students with different cultural backgrounds, her style of teaching aims to encourage students to think critically about the use of marketing research and apply marketing practices in different contexts across various continents. She also seeks to help students to develop an inquiry-based learning approach, for example, through the use of case studies and student-led presentations where they will have the opportunity to enhance problem solving, learning and decision making skills. Ranis is also a personal tutor on the undergraduate programmes.
Ranis is interested in supervising PhD students in the area of corporate branding, corporate identity and fashion retailing.