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Staff Directory

Dr Keith Walley


International Programmes Co-ordinator and former Head of Business Management & Marketing Department

Teaching Duties

  • Strategic Management
  • Consumer Behaviour

Research Interests

  • Competitiveness
  • Competitive advantage
  • Coopetition
  • Consumer Behaviour and food
  • Food marketing
  • Luxury branding

Professional Memberships

  • Member of the Market Research Society
  • Member of the Academy of Marketing
  • Fellow of the Higher Education Academy

Academic Department: Land, Farm and Agribusiness Management

Tel: +44 (0)1952 815249

Fax: +44 (0)1952 814783

Office: F35 Jubilee Adams, Tudor Lodge and NW Building

Research profile: ORCID


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Other publications

  • Walley, K., Goodall, S., Humphries, A., Huntington, J., White, D. and Asson, T. (2017) Key dimensions of personal innovativeness, International Journal of Business Innovation and Research, Vol. 12, No. 2, pp.259–276.
  • Pyatt, A., Wright, G., Walley, K., and Bleach, E. (2017) Value co-creation in high involvement services: the animal healthcare sector. International Journal of Retail & Distribution Management, Vol. 45 Issue: 5,pp. 518-531.
  • Kellershohn, J.; Walley, K.; and Vrieskoop, F. (2017) Healthier food choices for children through menu pricing. The British Food Journal, Vol. 119 No. 6, 1324-1336.
  • Strange, M. and Walley, K. (2016) Barriers to Innovation: The Adoption of Physiotherapy as a Treatment in the UK Veterinary Sector. International Journal of Humanities and Social Science Review, Vol. 2, No. 4, 20-29.
  • Walley, K.; Parrott, P.; Custance, P. A.; Meledo-Abraham, P.; and Bourdin, A. (2015) A review of French consumers purchasing patterns, perceptions and decision making factors for poultry meat. Worlds Poultry Science Journal Vol. 71, March, 5-13.
  • Custance, P.; Walley, K.; Tate, G.; and Armagan, G. (2015) Agricultural Multifunctionality and Care Farming: Insight from the UK. South Asian Journal of Business and Management Cases, 4, 1, 74-86.
  • Walley, K. and Li, C. (2014) The Market for Luxury Brands in China: Insight Based on a Study of Consumer’s Perceptions in Beijing. Journal of Brand Management. Available online January.
  • Walley, K.; Parrott, P.; Custance, P. A.; Meledo-Abraham, P.; and Bourdin, A. (2014) A review of UK consumer’s purchasing patterns, perceptions and decision making factors for poultry meat. Worlds Poultry Science Journal 70
  • Walley, K.; Custance, P.; Feng, T.: Yang, X.; Li, C.; and Turner, S. (2014) The influence of country of origin on Chinese food consumers. Transnational Marketing Journal, Vol. 2, No. 2, 78-98.
  • Walley, K.; Custance, P.; Copley, P.; and Perry, S. (2013) The Key Dimensions of Luxury Branding from a UK Consumers Perspective. Marketing Intelligence & Planning 31, 7, 823-837.
  • Walley, K.; Custance, P.; and Jiang, D. (2012) Crisis brand management in emerging markets: insight from the Chinese infant milk powder scandal. Marketing Intelligence and Planning 30, 1, 18-32
  • Walley, K.; Custance, P.; and Zhang, R. (2012) Service quality in the language training market in China Marketing Intelligence and Planning 30, 4, 477-491
  • Custance, P.; Walley, K. and Li, C. (2011) Companion animal veterinary practices in China and service quality The Veterinary Nurse 2, 4, 218-222
  • Walley, K.; Custance, P.; and Smith, F. (2011) Farm diversification: a resource based approach. Journal of Farm Management 14, 4, 275-290
  • Custance, P.; 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.
  • Walley, K. and Custance, P. (2010) Coopetition: insights from the agri-food supply chain Journal on Chain and Network Science 10, 3, 185-192
  • 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 Vol. 12, No. 3.
  • Walley, K.; Custance, P.; and Parsons, S. (2009) Controversies in Food and Agricultural Marketing: the Consumers View. (In the Crisis of Food Brands - Sustaining Safe, Innovative, and Competitive Food Supply by A. lindgreen, M.K. Hingley and J. Vanhamme (Eds), Gower Applied Research, Food and Agricultural Marketing Series, Gower publishing Company, Farnham. ISBN 978-0-566-08812-4.)
  • Custance, P.; Walley, K.; Cowap, C.; and Shaw, D. (2008) Innovative Practice in Fresh produce Supply Chain Management 8th International Conference on Management in AgriFood Chains and Networks (28 May-30 May 2008, Ede, The Netherlands.)
  • Walley, K.E. (2007) Coopetition: An Introduction to the Subject and an Agenda for Reasearch. International Studies of Management and Organization, Special Issue on Coopetition. 37, 2, 11-31
  • Walley, K.E.; Custance, P.R.; 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 Journal of Business & Industrial Marketing 22, 6, 383-393
  • Hingley, M.K., Custance, P.R. and Walley, K.E. (2006) Coopetition Within the UK Agrifood Chain. Paper presented at the 7th international conference on Management in Agrifood Chains and Networks, Wageningen University, Netherlands. 31 May - 2 June.
  • Walley, K.E., Custance, P.R., Blundel, R. and Orton, G. (2003) Factors Affecting Mail Survey Response Rates and Their Changing Importance Over Time. Academy of Marketing Annual Conference. July 2003.
  • Walley, K.E., Custance, P.R., Orton, G. and Parsons, S.T. (2001) Changing Consumer Perceptions of the Business Environment – A longitudinal Study of UK Agriculture and the Retail Sector. Academy of Marketing Annual Conference. 1-4 July.
  • Walley, K.E., Parsons, S.T. and Custance, P.R. (2001) Consumer attitudes to farming and environmental issues. Harper Adams University College.
  • Walley, K.E. (2000) TQM in Non-Manufacturing SME’s: Evidence from the UK Farming Sector. International Small Business Journal. 18, 4, 46-61.
  • Walley, K.E., Custance, P.R. and Parsons, S.T. (2000) UK Consumer Attitudes Concerning Environmental Issues Impacting the Agrifood Industry. Business Strategy and the Environment. 9, 355-366.
  • Walley, K.E., Parsons, S.T. and Bland, M. (1999) Quality Assurance and the Consumer: A Conjoint Study. British Food Journal. Vol. 101, No. 2, 148-161.


You can contact Dr Keith Walley if you would like to discuss any of the following course modules:



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