Mark Palmer

    Mark Palmer


    Phone: +44 (0)28 9097 5612

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    or call +44(0)2890 973091.

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    Mark Palmer is Professor of Marketing at Queen’s University Belfast, and PGR coordinator for the PhD programme at Queen’s University Management School. He has previously been Programme Director for the MSc in Marketing (2016-2017) and the International MBA programme (2013-16). He has eighteen years of teaching and research experience in UK universities and overseas (France and Singapore) at all academic levels (including UG, PG, executive education, and MBA).


    Prior to his appointment at Queen’s University, he has been Head of the Department of Marketing at Birmingham Business School, University of Birmingham, a member of the Senior Management Team of BBS, and acted as Research Director for the department (2010-2013). He began his academic career at Aston Business School, Aston University (2003-2010), where he was the Programme Director for the BSc in Marketing degree; Distance Learning MBA; and held a visiting teaching role at EDHEC, France (2004-2008). Before his appointment as an academic, he was employed as a Research Analyst with an IT software firm called Teamstudio Inc.


    The central focus of his theoretical work has been on institutions within a range of strategic management and industrial marketing topics. He has published most of his research in journals and recently acted as guest Editor for the Industrial Marketing Management. His research has been published in Industrial Marketing Management, Research Policy, Ecological Economics, R&D Management, New Technology, Work and Employment, Journal of Business Research, Journal of Strategic Marketing, Studies in Higher Education, Journal of Economic Geography and Environment & Planning A.


    This research activity has been funded by a Sainsbury’s Scholarship Award, The George Spencer Research Trust in conjunction with the British Shops and Stores Association, The Higher Education Learning and Management (HELM) Centre at Aston Business School, The Centre for Learning, Innovation and Professional Practice (CLIPP) at Aston University and The British Academy. He has also been a member of the Advanced Institute of Management Research (AIM) Scholars’ Pool and the Economic and Social Research Council’s (ESRC) Peer Review College.



    • Strategic Marketing  (MSc. Marketing), Queen’s University Belfast
    • Marketing Management  (MSc. Marketing), Queen’s University Belfast


    His research connects contemporary questions in industrial B2B marketing and strategy work to the theoretical traditions grounded in institutional analysis.  Particular interests relate to the work of institutions, specifically the tending of institutional field settlement stability but also understanding how field change happens. He is currently working on two research projects:


    1. Making markets: An institutional analysis of hydrogen technology infrastructure project implementation

    The overall aim of this research project is to investigate the institutional work undertaken by market actors in hydrogen technology project implementation, using a public-private R&D project, GenComm, as a case study.  This large £9.39 million EU-funded project aims to implement a energy model that relies on hydrogen as an energy carrier. It comprises several large commercial partners (e.g. Wrightbus, Pure Energy Centre and TK Renewables), as well as non-commercial institutions including local government (e.g. Belfast Met College, Dept. of Infrastructure,  Department for the Economy, Belfast City Council). The project validates the maturity of hydrogen technologies by implementing three pilot plants that link the three main northwest European renewable sources (Solar Power, Wind Power, and Bioenergy) with energy storage and the main forms of energetic demand (Heat, Power and Transportation fuels). 

    2. Parochial institutional habitus in a government-led green technology adoption scheme

    One traditional approach to the study of technology adoption is to understand how, why and at what rate innovative ideas and technologies spread amongst consumers (Rogers, 1962). By studying consumers or end-users only, however, the literature has offered far less insight into the role of institutions surrounding such green technology schemes. The overall aim of this project investigates the institutional work of government systems in organising the adoption green technology scheme. Currently, Mark is supervising one PhD student on this research project.





    Mark (re)tweets occasionally, mainly to highlight some interesting research undertaken by academics as well as interesting media snippets/examples about institutional marketing, technology markets and innovation work.




    Willingness to take PhD students


    PhD projects

    Markets - industrial, upstream market actors
    Old and new technologies

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    Frequent Journals

    • Industrial Marketing Management

      ISSNs: 0019-8501

      Elsevier Inc.

      Scopus rating (2018): CiteScore 5.79 SJR 2.375 SNIP 1.969


    • Information Technology and People

      ISSNs: 0959-3845

      Additional searchable ISSN (Electronic): 1758-5813

      Emerald Group Publishing Ltd.

      Scopus rating (2018): CiteScore 3.16 SJR 0.83 SNIP 0.891


    • Environment and Planning A

      ISSNs: 0308-518X

      Additional searchable ISSN (Electronic): 1472-3409

      Pion Ltd.

      Scopus rating (2018): CiteScore 2.88 SJR 1.552 SNIP 1.232


    • Service Industries Journal

      ISSNs: 0264-2069

      Taylor and Francis Ltd.

      Scopus rating (2018): SJR 0.563 SNIP 0.809


    • Studies in Higher Education

      ISSNs: 0307-5079

      Additional searchable ISSN (Electronic): 1470-174X


      Scopus rating (2018): SJR 1.888 SNIP 2.271


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    Contribution to conference papers, events and activities

    ID: 2506335