Joan Buckley

I began my career examining primarily services marketing issues, looking at tourism and hospitality-related marketing, particularly how the hospitality industry was impacted by globalisation. As my career developed I began to look at the wider services sector, and over time my interests have tended towards critique of marketing, but also conversely the opportunity for the application of both management and marketing learning from the private sector into the third sector environment. Much of my practical work is in support of the third sector, in the area of social inclusion, in the areas of intellectual disability, health, and poverty. My critical work includes for example my work around the pharmaceutical sector critically examines current pricing and promotion strategy, while my work on the application of marketing theory in the public sector centres round the misapplication of marketing technology and concepts in essentially monopolistic scenarios. I am also particularly interested in the potential uses of marketing techniques in social settings, and the evolving social marketing discipline which has led me to work with colleagues in the medical area, exploring the use of marketing informed campaigns to increase engagement with cancer prevention. I have also been involved in a number of initiatives which are intended to apply marketing techniques to third sector settings.As Director of the John C. Kelleher Family Business centre I was engaged in a variety of research projects but the one that related directly to my own interests was the investigation of consumer attitudes to family businesses and the impact on consumer buying behaviour. This research was conducted jointly with colleagues in Birmingham University and expands on previous work on conscious consumption. It also explored the potential impact of environmental concerns and counter-consumerism movements on consumer buying behaviour and ultimately on individual firm marketing strategy. This has more recently led to work on consumer attitudes to patriotic or chauvinistic consumption, including an on-going project on the impact of misleading labelling on consumers' attitudes to patriotic consumption.I also have an interest in the impact of gender on career profiles in academia, and in other professions. Together with Dr. Carol Linehan I researched the lived experience of female academics, and the impact on career trajectories and career choices. In more recent times I have also begun to develop an ongoing discussion with colleagues in the HRD field internationally looking at what initiatives might be undertaken to address the ongoing issues of significant gender differences in promotional profiles. There are remarkable gender imbalances in the Irish third level sector, which are mirrored unfortunately throughout Europe and the US, however despite more than forty years of academic literature on the issue, there is relatively little discussion of how the cultural change needed to address the matter in the long run might be achieved