Dr Paul Custance

Dr Paul Custance BA (Joint Honours), PhD, MMRS, FHEA,MAMA

Principal Lecturer 

Contact details

Send Paul Custance a message

Tel: +44 (0)1952 815248
Fax: +44 (0)1952 814783
Academic Department: Food Science and Agri-food Supply Chain Management
Building: Jubilee Adams, Tudor Lodge and NW Building
Office: F36

Expertise Statement

Teaching Duties

  • Undergraduate - Introduction to Business Management
  • Undergraduate - Market Research
  • Postgraduate   - Marketing Management
  • Postgraduate   - Principles and Practice of Marketing
  • Postgraduate   - International Agribusiness Marketing
  • Postgraduate   - Marketing across Cultures

Research Interests

  • Customer perceptions of the food and agriculture industry
  • Cross cultural marketing
  • Services marketing with reference to rural SMEs
  • Agrifood supply chains

Professional Memberships

  • Market Research Society
  • Academy of Marketing
  • American Marketing Association
  • Higher Education Academy

Harper Adams University supports OpenFields, the online land-based library.

Publications

  • Custance,P.R. (2012) Farming Becomes Part of the Services Sector. In: Palmer,A. and Hartley,B. The Business Environment.7th Ed London: McGraw-Hill Higher Education.
  • Custance,P.R., Walley,K. and Jiang,D. (2012) Crisis Brand Management in Emerging Markets. Marketing Intelligence and Planning. 30 (1) pp.18-32
  • Custance,P.R., Hingley,M. and Wilcox,D. (2011) Developing a Novel Health and Well-being Service: The Value of Using the Restorative Benefits of Nature. Journal of Marketing Management 27 (3-4) pp 386-400
  • Custance,P.R., Walley,K. and Li,Cheng (2011) Companion Animal Veterinary Practices in China and Service Quality The Veterinary Nurse 2 (4) pp218-222
  • Walley,K.,Custance,P.R. and Smith,F. (2011) Farm Diversification: A Resource Based Approach. Journal of Farm Management 14 (4) pp275-289.
  • Custance,P.R. (2011) Case Study: Old MacDonald had a Farm - and a Services Business too? In: Palmer,A. Principles of Services Marketing. 6th Ed. 6th Ed. Maidenhead: McGraw-Hill Education Ltd
  • Lindgreen, A., Hingley, M., Harness, D. and Custance, P. (Eds). (2010) Market Orientation: Transforming Food and Agribusiness around the Consumer. Farnham, Surrey: Gower.
  • Custance,P,R.,Walley,K.,Cowap.C. and Shaw, D. (2010) Innovative Practice in Work-based Learning: Fresh Produce Supply Chain Management Development in the UK. Learning and Teaching in Higher Education 4 (2) pp150-154
  • Custance,P.R. and Walley,K. (2010) Coopetition: Insights from the Agri-food Supply Chain. Journal on Chain and Network Science 10 (3) pp185-192
  • Walley, K., Custance, P. and Parsons, S. (2009) Controversies in Food and Agricultural marketing: The Consumer's View. In: Lindgreen, A., Hingley, M. and Vanhamme, J. (Eds). The Crisis of Food Brands: Sustaining Safe, Innovative and Competitive Food Supply. Farnham, Surrey: Gower.
  • Walley, K., Custance, P., Orton, G., Parsons, S., Lindgreen, A. and Hingley, M. (2009) Longitudinal Attitude Surveys in Consumer Research: A Case Study from the Agrifood Sector. Qualitative Market Research - An International Journal. 12 (3) pp 260 - 278.
  • Custance, P., Walley, K., Cowap, C. and Shaw, D. (2008) Innovative Practice in Fresh Produce Supply Chain Management Development in the UK. In: Proceedings of the 8th International Conference on management in AgriFood Chains and Networks, The Netherlands. 28 -30 May.
  • Walley, K., Custance, P., Taylor, S., Lindgreen, A. and Hingley, M. (2007) The Importance of Brand in the Industrial Purchase Decision: A Case Study of the UK Tractor market. The Journal of Business and Industrial Marketing 22 (6) pp 383-393
  • Hingley M., Custance P.R., Walley K.E. (2006) Coopetition within the UK AgriFood Chain. In: Proceedings of the 7th International Conference on Management in AgriFood Chains and Networks, The Netherlands. 31 May - 2 June 2006.
  • Custance P.R., Parsons S.T., Orton G. and Wilcox D. (2005) CaRE: Developing a New Service for Rural Micro businesses. Journal of Rural Enterprise and Management. 1:(1),8-18.

Tel: +44 (0)1952 815248
Fax: +44 (0)1952 814783
Academic Department: Food Science and Agri-food Supply Chain Management
Building: Jubilee Adams, Tudor Lodge and NW Building
Office: F36

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