Research focus

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While the AIROD group members represent different research foci, what unites their efforts is their focus on organisational development and strategy implementation.

In that sense, their different disciplines jointly provide a strong research-based foundation of practical relevance to any private or public enterprise involved in organisational development and strategic implementation initiatives. The main disciplines currently represented within the group include (but are not limited to): 


Once a strategy has been set and the organisational design established, marketing becomes central for promoting the organisation's resources.

The particular focus of AIROD's marketing research is the cultural dimension of doing business. The purpose of our marketing research is to draw attention to the cultural factors in business research in order to expand and deepen our understanding of doing business in a globalised world.

Culture plays an important part for research, not just for the way customers and consumers behave, but also for the questions raised, the issues addressed and the methods used in research. Analysing markets and organisations requires a rich understanding of cultural factors such as identity formation, rituals and symbols, and the impact culture has on marketing communication.

Organisational Design

Organisational design is a branch of organisation theory that deals with a) how organisations, seen as structures that usefully aggregate the efforts of individuals, work and b) how to make them work better.  

In that respect, organisational design provides the foundation for strategy implementation by uniting the efforts of organisational members towards the joint pursuit of a common organisational goal.

Corporate Social Responsibility (CSR)

Cutting-edge innovation and competitive advantage can result from weaving social and environmental considerations into business strategy from the beginning.

AIROD's research on CSR focuses on how to incorporate CSR's impact on organisational decision-making and behaviour through organisational development activities.