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