Dr Nadine Waehning BA MSc PhD FHEA

Course Leader for MSc Suite and Senior Lecturer

York Business School

E: n.waehning@yorksj.ac.uk

T: +44 (0)1904 876264

Qualifications: BA (Hons) Marketing, University of Hull (2009) | BA Business, FH Muenster, Germany (2010) | MSC (Distinction) Marketing and Management, University of Hull (2011) | MSC (Distinction) Marketing and Management, University of Hull (2011) | PhD Marketing, University of Hull (2015) | Chartered Marketer CIM since 2016 | HE Fellowship York St John University (2016)

I am the Course Leader for the MSc Suite of programmes:

  • MSc Leadership and Management
  • MSc International Business Management
  • MSc International Marketing
  • MSc Digital Marketing


I am a Lecturer in Marketing at York St John University, teaching on the undergraduate programmes. I am holding a PhD from Hull University in the area of consumer behaviour (regional product purchase) and cultural differences. I started my own business in international marketing consultancy during my PhD (www.initiomarketing.co.uk).

I am the founder of York MAP.

Further Information


  • International Marketing
  • Strategic Marketing Planning
  • Integrated Marketing Communication
  • Organisational Strategy and Decision Making
  • Marketing Practice


My research expertise spans across a variety of both qualitative and quantitative studies. My PhD was looking into Consumer motives to purchase regional products: the relationship with regional cultural differences and demographic variables. My current area of research focuses on internationalisation enablers and challenges for micro-firms in the case of craft breweries.


Research interests / Scholarly Activity

  • Consumer behaviour
  • Cultural differences
  • International marketing
  • Marketing for SMEs (focus on micro-breweries


Research Student Supervision

I would welcome enquiries from potential research students working on International Marketing; Cultural Differences; Consumer Behaviour; Strategic Marketing; Marketing of SME's. 

Futures Research Group

Professional Activities

I started (2017) to create a community for Marketers in York. This group includes anyone who is working in Marketing or sees themselves as a Marketer (practitioners, academics, students) or is working in any related discipline design, PR, any other communication channel and/or strategy. This group meets 4-6 times a year to organise CPD accredited events, networking and experience sharing events but also gets involved in further growing the mentoring program in and around York with the help of the CIM.


Membership of professional bodies including date attained

  • Chartered Institute of Marketing (CIM) May 2014
  • Chartered Management Institute (CMI) September 2016
  • HE Fellowship May 2016


Other professional activities

  • As a research team we secured York University Research Priming Funding 2018 worth (£5,544) an empirical application of foraging to consumers’ alcohol and pub consumption choices.
  • As a research team we applied for Scottish Universities Insight Institute 2017 worth (£20,000) looking into Crafting Growth: Exploring emerging potential & challenges of extended collaboration for Scotland’s craft beer sector.
  • I secured funding for 1 research assistants as part of the York St John University student as a research scheme in 2015 and now in 2016, on a project examining at the relationship between on- and off-line student engagement and grades; and consumer motives to purchase craft beer & the communication gap between breweries, retailers and consumer (£2,300).
  • York Popup Business Advice Café 2015: Free advice given to local business from York and surrounding areas.
  • Consultancy project 2014/15: My Knowledge Map– Software development project – total value £7,744.46 for the University; we conducted market research and organised, conducted and analysed a focus groups for further product development.
  • Consultancy project 2014/15: ELZO – Event management company – total value £6,952.62 for the University; I conducted some market research, developed a small strategic marketing plan and assisted with consultancy sessions.
  • Consultancy project 2014/15: S12 – Music recording company – total value £7,148.61 for the University; I conducted some market research, developed a small strategic marketing plan and assisted with a few consultancy sessions.
  • Panel member 2014: SEED (Supporting Entrepreneurs, Explore & Develop) competition.
  • Was part of the team to organise the PHD-Conference in Hull 2013.


Refereed Journal

  • Waehning N., Sirkeci I., Dahl S. & Zeyneloglu S. (2018) Case Study: Regional Cultural Differences Within and Across Four Western European Countries. Transnational Marketing Journal. Vol.6, No.1, pp.23-47.
  • Costello R., Reed A.K., Waehning-Orga N. & Shaw N. A. (2014) “Research-led Training: the PhD Experience Conference 2013 Supporting the Student in Higher Education”. Enhancing Learning in The Social Sciences (ELiSS) ELSS-2013-0019.


Book Chapter/ Case Study (published)

  • Waehning N., Karampela M. & Pesonen J. (2018) “‘Craft’ as a contested term: Revealing meaning diversities among consumers in the context of the craft-brewing industry”, in Bell E., Mangia G., Taylor S. & Toraldo L.: The organization of craft work – Identities, Meanings and Materiality, London: Routledge.
  • O’Brien J. & Waehning N. (2018) Mikkeller: A Gypsy Brewer Born Global, London: Sage Business Cases. Sage.
  • Dahl S. & Waehning N. (2015) “Ethical Consumption”, in Eagle, L. & Dahl, S.: Marketing Ethics & Society, London: Sage.


Invited Research Contributions & Professional Talks

  • Presentation: Waehning N. (2018) “Consumer motives to purchase craft beer”, Pint of Science Festival in York 2018.
  • Presentation: Waehning N. and Karampela M. (2017) “Communication gap between breweries, intermediates and consumer.”, CAMRA beer festival, York.
  • Presentation: Waehning N. and Karampela M. (2017) “‘Craft’ as a contested term: Revealing meaning diversities among consumers in the context of the craft-brewing industry”, book chapter from The organization of craft work – Identities, Meaning and Materiality, Routledge.
  • Presentation: Waehning N. (2016) “Cultural differences – latest research”, Regents Park University, Department: Transnational Studies & Marketing, London.


Conference Papers

  • Karampela M. & Waehning N. (2018) “Too small for a too large global marketplace? An exploratory investigation into micro-firms' internationalization initiation and processes in the context of the British craft-brewing industry”. EMAC Glasgow.
  • Waehning N., Karampela M. & Bright K. (2017) “Exploring the relative importance of consumer motives when purchasing craft and premium beer, and the ignored role of intermediaries: ​A preliminary analysis with British consumer”. Beeronomics Conference Copenhagen.
  • Karampela M. & Waehning N. (2017) “Local heritage – A hindrance or a catalyst for successful internationalization initiation? Empirical evidence from micro-businesses in the British craft-brewing industry”. CIMaR Florence.
  • Waehning N. & Karampela M. (2017) “The role of networks and relationships for micro-firms' growth: A typology and exploratory analysis of their relative importance in the context of the micro-brewing sector”. AM Hull.
  • Karampela M. & Waehning N. (2016) “Exploring the UK Micro-Brewing Industry: Factors facilitating and hindering Micro-firms’ growth and internationalisation efforts”. AMS Paris.
  • Pesonen J. & Waehning N. (2016) "Customer and product orientation in SME marketing strategy: evidence from microbreweries". AM Newcastle.
  • Waehning N. & Dahl S. (2015) “A transnational study to identify consumer motives to buy regional products”. ANZMAC Sydney.
  • Hoyland T., Hokkham Williams C., Pich C., Waehning N. (2015) “Personality variables as an antecedent of ethical leadership and unethical negotiation behaviours”. EGOS Athens.
  • Waehning N., Dahl S. & Reif S. (2014) “Evaluating Regional Cultural Differences in Germany and Great Britain”. AM Bournemouth.
  • Waehning N. (2013) “The impact of regional cultural differences and demographic variables on consumer region-centric tendencies: Developing the CRTSCALE for the United Kingdom and Germany”. AM Cardiff.


Papers in progress

  • Waehning N., Quazi A. “Unpicking motives to purchase regional products: In two culturally close countries (Germany and England)” (Under review: International Marketing Review).
  • Pesonen Juho, and Helen Reijonen from Easter Finland University, Finland and Maria Karampela: Spontaneity and the role it plays in the formation of business and social ties in the case of SME’s-Case-study of Micro-Breweries in the UK (Targeting: Journal of Small Business Management).
  • Karampela Maria, Strathclyde University, UK: Internationalisation of Micro-Breweries, looking into triggers and inhibitors (Targeting: International Marketing Review).
  • Professor Ignazio Cabras from Northumbria University and Maria Karampela, Strathclyde University, UK Communication gap between Micro-breweries, Intermediates and the end consumer.
Cookie Settings