BU Research Blog

Dr Julie Robson (based in FoM) has had her article ‘ Senior management perceptions of aspirational groups: A study of the UK general insurance market’ published in the Journal of Business Research. The paper, co-authored by Professor Hans van der Heijden at the University of Sussex, draws insight from consumer marketing on aspirational groups to explore the composition and structure of aspirational groups compared to strategic groups in a market setting. The findings contribute to knowledge on strategy formation by highlighting the important role aspirational groups play in understanding competitive market movements.