The Team

Professional Activities
Maxwell is a Senior Lecturer in Strategic Management and Marketing at Harper Adams University College, Newport, Shropshire. Prior to joining Harper Adams, Maxwell was a Professor in Marketing at the University of the Fraser Valley, near Vancouver Canada. His academic work experience prior to this was at Victoria, Deakin and Monash Univerisites in Melbourne, Australia.

As a consultant, Maxwell has managed research and evaluation projects in Australia, North America, Asia and Europe for clients in industries that include airports, airlines, alcoholic beverage producers, governments, agriculture, automotive companies and boutique retail companies.

His research industry experience is not just limited to the supplier side. Maxwell managed the Market Research function at what was one of Australia's largest companies, Ansett Australia, designing and managing all projects in the areas of branding, service standards, product development, corporate strategy development and segmentation. His position also included representing Ansett Australia's research interests to the Star Alliance group of airlines, which involved managing worldwide research projects for a numer of major international airlines. In addition to these duties, he was the research advisor to Bain & Co consulting teams that restructured both Ansett Australia and Traveland.

Research Interests and Experience
Maxwell's academic research interests have led to the publication of over thirty papers in the areas of wine marketing, brand management and research methodology.

He holds a Bachelor of Science, has a Graduate Diploma in Evaluation and a Master of Business Degree. He has a PhD from the Ehrenberg-Bass Institute for Marketing Science