Fraser joined Sheffield University Management School in 2018 as Professor and Chair in Marketing and is currently Head of the Marketing, International Enterprise and Strategy Division (MIES). He has received research funding from numerous external businesses or organisations as well as research councils such as the Engineering and Physical Science Research Council (ESPRC), the Economic and Social Research Council (ESRC) and the Arts and Humanities Research Council (AHRC) and has won prizes globally for his research and contribution to practice. In 2017, Fraser was awarded the prestigious Emerald Citations of Excellence Award for an article on online reviews and electronic word of mouth. Fraser’s research is habitually interdisciplinary; with his current focus on barriers and enablers to the adoption of innovative new products driven by information technology such as robots in service environments and driverless cars. He is also actively involved with research projects in the areas of sustainability, hedonic consumption, digital marketing, branding, entrepreneurship, innovation and co-creativity. He has recently been chair of the prestigious Academy of Marketing annual conference and co-chair the Global Branding conference held at Newcastle in 2018 and has been co-editor of special editions of the Journal of Marketing Management, Journal of Business Ethics and other leading journals. Prior to joining Sheffield University Management School Fraser was Professor of Strategic Marketing Management at Newcastle Business School and also held roles as Associate Pro Vice Chancellor of Strategic Planning and Engagement, Associate Dean of Business and Engagement and Head of Corporate Development for the Faculty of Business and Law at the Faculty of Business and Law.
Fraser also has over ten years of practitioner experience, holding senior management and leadership positions globally. While working in industry, Fraser has assisted over 250 businesses in more than 60 countries to implement successful start-up, commercialisation, business expansion, marketing, branding, strategic planning and new product/service introduction strategies in industry sectors that vary from education to renewable energy, engineering, agri-food and graphene. His clients range from SMEs to MNEs and have included Nestlé, Royal Numico, Parker, Thomas Swan, Bank of Montana, Sage, UKTI, Nexus and Greggs, plus organisations such as the World Bank, USDA, and EU. Fraser has also held academic positions at Lincoln University (New Zealand); Newcastle University (UK); Northumbria University (UK), Macquarie University (Australia) the University of Montana (US), and Peter the Great St Petersburg University (Russia).
Fraser is a passionate teacher with a focus on integrating learning with problem solving and distinctive research of the highest quality that matters for society and business. His focus is on experiential learning with links to interdisciplinary distinctive research themes and research informed teaching. Fraser’s approach is closely aligned to the vision of the Division which is “to become world-leading in terms of research, learning and teaching in our subjects, and in cross-cutting thematic areas”. In his previous role at Newcastle Business School Fraser was responsible for enhancing student employability and improving the student experience.
Fraser has delivered bespoke executive programmes globally in Poland, US, China, Russia, France, Germany, and Hong Kong, as well as in the UK for companies such as Sage, Nexus, Northumbria Police, Greggs and numerous local government organisations. He has recently taught programmes, modules or workshops in: Research Methods; Strategic Innovation; Strategic Marketing Management; Marketing for Revenue Generation in the Public Sector Executive; Value Propositions, Developing Brand Values and Identity; Marketing Planning and Research; Creating and Managing Competitive Organisations; Entrepreneurship and Business Planning; Global Marketing and Communication; Global Marketing Management; Dissertation Preparation; Pricing for Value, Digital Marketing and Brand Development.
Fraser’s current research interests involve social media and communities of consumption, hedonic versus sustainable consumption and the role that digital marketing can play in driving consumers’ to adopt innovative nascent technologies. His research has been published in journals in Marketing Management, Tourism Management, the Journal of Travel Research, Food Policy, The Journal of Consumer Behaviour the Journal of Brand Management and elsewhere.
Fraser has sucessfully supervised 12 doctoral students to completion in the areas of branding, sustainable marketing, digital marketing, the consumer experience and strategic marketing management. In addition to these areas, he is also seeking to supervise doctoral student dissertations interested in researching:
Consumers' adoption of nascent technology e.g. driverless cars/autonomous vehiclesConsumers' perceptions of robots replacing humans in service encounters
Communities of Consumption
Online reviews/electronic word of mouth