Research Output per year
Personal profile
Personal profile
Currently Involved in research at Charles Sturt University.
Fingerprint Dive into the research topics where Cathi McMullen is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
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Research Output 2002 2018
Case study: Beavo’s Honey – To grow, or not to grow, that is the question
Attree, K., McMullen, C. & Kleinschafer, J., Oct 2018, In : Small enterprises research: the journal of SEAANZ. 25, 3, p. 303-307 5 p.Research output: Contribution to journal › Article
1
Citation
(Scopus)
Taking a deliberate approach: the enactment of brand orientation in an SME context
Hodge, N. M., McMullen, C. & Kleinschafer, J., Jul 2018, In : Journal of Brand Management. 25, 4, p. 395-408 14 p.Research output: Contribution to journal › Article
Enactment
Brand orientation
Small and medium-sized enterprises
Resources
Financial performance
Working together: Starting management study in a collaborative online space
Neher, A. & McMullen, C., 2018.Research output: Other contribution to conference › Abstract
Enacting brand orientation in an SME context: The role of deliberateness
Hodge, N., McMullen, C. & Kleinschafer, J., 2014, ANZMAC 2014: Agents of Change. Rundle-Thiele, K. K. S. R. & Arli, D. A. D. (eds.). Brisbane: ANZMAC, p. 136-142 7 p.Research output: Book chapter/Published conference paper › Conference paper
Open Access
File
Small and medium-sized enterprises
Brand orientation
Narrating an Emerging Cross-sector Partnership: From Brand Orange to Taste Orange
McMullen, C. & Braithwaite, I., 2013, ECRM 2013 Proceedings. Ramos, I. & Mesquita, A. (eds.). Reading, UK: y Academic Conferences and Publishing International Ltd, p. 289-297 9 p.Research output: Book chapter/Published conference paper › Conference paper
Open Access
File
Communication
Wine
Food
Marketing
Marketing activities