Biography

Tendai Chikweche (TC) is an Associate Professor of Marketing and Head of Discipline - Marketing in the Business School in the Faculty of Social Science, Arts, Business, Education and Law, specialising in marketing, international business and entrepreneurship, and is available to supervise HDR projects in these research strands. He is a Fellow of the Australian Marketing Institute and Chartered Institute of Marketing and Senior Fellow ,Advance HE. He is a member of the Editorial Board of the Journal of International Consumer Marketing and the Journal for Not-for-profit Marketing, and a reviewer for leading international journals.

Research Description.

My  work primarily examines business dynamics in Australia and emerging markets, with a particular emphasis on: 

• Bottom of the Pyramid (BoP) Markets: Investigating marketing strategies and consumer behaviour among marginalised populations in Africa.
• Middle-class consumer behaviour: Exploring the complexities of middle-class heterogeneity in emerging markets and how this affects firms' engagement with this segment. Entrepreneurship in Extreme Conditions: Investigating the intersection of ethics and business survival in environments of extreme poverty or crisis.
• Resilience and Innovation: Examining how micro-business enterprises (MBEs) and SMEs adapt to disruptions, such as digital upheaval and supply chain instability in Australia.
• Multicultural entrepreneurship: exploring the complexities of ethnic identity in entrepreneurship, such as for culturally and linguistically diverse women and youth entrepreneurs in Australia.