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Victor Oyewumi Ogunbiyi holds a PhD in marketing from the University of Hull. Before joining Castle Business School, Victor worked as an academic both in the United Kingdom and abroad, where he extensively taught marketing subjects with passion. Victor is currently the module leader for two master’s degree programmes: International Buyer Behaviour & Branding (BMIM5001) and co-leading cross-cultural management and marketing (BMBA5003), with a focus on the marketing subject area.

His research interests are in consumer behaviour, particularly the food service sector, with regard to stakeholders' practices. His PhD thesis, which examined the effects of multi-stakeholder practices on food waste management in the Garki districts of Abuja, Nigeria, sparked his initial interest, and he pursued this research in both Vietnam and the UK. Themes emerging from this research resulted in further exploration of local and regional food, with current work looking at sustainable food, food waste, and issues around access to food and ‘food security. He has co-authored a book on policy simulation experiments and AI applications in the UK retail industry. He has papers under review in top journals on food waste management policies and 2050 net zero ambitions.

He has experience teaching both undergraduate and postgraduate courses in marketing. Victor is currently collaborating on some inter-disciplinary research with other scholars in the UK and Vietnam. Until February 2023, Victor worked on a funded project for the EC-Asia Research Network on the integration of global and local agri-food supply chains towards sustainable food security. He visited Vietnam (Ho Chi Minh City and An Xuyen province) as part of the research project and presented the findings in workshops across UK universities. Last Updated: April 25, 2024

The Centre for Enterprise and Innovation (CEI)

Victor's research interests are sustainable marketing practises, small and medium enterprises ethical practises, Marketing policy initiatives for business sustainability, and B2B value co-creation. His specific expertise is in food waste prevention through ethical marketing practises. Victor is open to discussion and collaboration with potential businesses and researchers on multi-stakeholder approaches to food sustainability, sustainable transitions, and cross-cultural marketing research within the private and public sectors across any nation.

• • Consumer Behavior & Branding
  • Marketing Communications
  • Marketing Strategy
  • Principles of Marketing
  • Sustainable Marketing

• PhD in Marketing
• MSc in International Marketing
• Postgraduate Certificate in Teaching and Learning (PGCert)
• Higher National Diploma in Marketing 

• (BMBA5003), Cross-Cultural Management &Marketing (Module Leader)
• (BMIM5001), International buyer Behavior & Branding (Module Leader)
• (MRK3015), Marketing Analysis and Strategy 
• (MARK3011), E-Marketing
• (BBMK2002), Brand and Consumer Behavior 

• Member Chartered Institute of Marketing, United Kingdom
• Member Institute of Data and Marketing (MIDM)
• Member, ²ÝÁñÊÓƵ Centre for Enterprise and Innovation
• Ass. Member Chartered Institution of Wastes Management (AssocMCIWM)
• Fellow International Society for Development and Sustainability (ISDS)
• Member, Academy of Marketing (AoM)
• Member British Academy of Management

AFHEA, MCIM

Research Participant in the EC-Asia Research Network on Integration of Global and local Agri-Food supply chains towards sustainable food security, (Funded). Jan 2022-2023 (Completed)

Ogunbiyi, V & Saxena, G., A Multiple-Stakeholders' view of food service waste management in Garki districts of Abuja: current challenges to sustainability and future perspective. Paper presented at the Postgraduate Research Hybrid Conference 2022 Theme: “Making the Miles in Research History,” University of Hull.

Adedoyin, F.F., Ogunbiyi, V., Adebiyi, A., & Oluokun, E., (2024) A Policy Simulation Experiment on Innovations and Open AI-Driven Labour Force-Growth Nexus: OpenAI Capabilities through Patent and IT Exports. Generative AI and Multifactor Productivity in Business. IGI Global. 2024.

Ogunbiyi, V., Bala, G., & George A, (2023) Exploring Artificial Intelligence Application and Implication: Evidence from The UK Retail Industry. Journal of Business and Management. Volume 25, Issue 9. Ser. 5

Ogunbiyi, V. O., Ademola-Thomas, A., Tilley-Gyado,T. (2023) An investigative study on the role of multiple stakeholders: Case Insights from the sea food sector in Vietnam, FBLP Institute for Digital Innovation and Sustainable Transformation Research Seminar: Tuesday 11th April

Bawa, I., Ogunbiyi V.& Nma, M.M. (2016) Creating value for made in Nigeria Goods: An Issue to improve the performance of Small Business Sector in Nigeria. Journal for Studies in Management and Planning.    2(7), 109-118

Ogunbiyi, V.O. & Sexana, G. (2023) A multi-stakeholder-practice approach for minimising food waste in the Garki Province of Nigeria, Journal of Foodservice Business Research (paper under review).

Adedoyin, F.F., Ogunbiyi, V & Festus Victor Bekun (2023) Optimising Environmental Degradation Impacts of Food Waste Management Policies: A Policy Simulation Experiment Using Machine Learning. (paper under review).

Ogunbiyi, V., Adedoyin, F.F., Aladesanmi, K., & Balogun, A., (2023) Simulating Environmental Tax Policy Options in the UK: Implications for Ecological Footprints and 2050 Net Zero Ambitions. (paper under review).

The EC-Asia Research Network on Integration of Global and local Agri-Food supply chains towards sustainable food security, (Funded). Jan 2022-Feb 2023 (On site Research Participant)

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