Call for PhD Applications : Farmer experience journey and customization (14413)
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Job Description
Call for PhD Applications:Farmer experience journey and customization
PhD Supervisors:
Dr. Kofi Osei-Frimpong (Associate Professor of Marketing)
Dr.Nouha Berrada (Assistant Professor of Marketing)
Funding: 4-year doctoral contract starting in October 2025
Location: Rabat Morocco
Prerequisite: Master degree in Marketing Business & Management Collective Intelligence Computer Science Economics Agricultural Sciences (and fields of research related to the project)
Application process: description
The projects overarching aim is to understand and enhance the farmer experience journey within the African farmer ecosystem and contribute to both theory and practice. The research will take the farmer centric approach and outline how firms should adapt to the complexity of the farmer experience journey in an era of customization and digital technology applications. The PhD candidate will be part of the project team and carry out studies within the African context that makes significant contribution to both theory and business transformation in the agricultural sector through the application of relevant marketing concepts and theories.
Doctoral Research Topic
Despite the growing literature on customer experience this concept is considered subjective and context specific. Hence responses to offering-related stimuli and evaluative outcomes are dependent on the subject (e.g. farmer) situational and sociocultural factors. This presents several avenues to explore to better understand the complexities of the farmer experience journey and customization perceptions. Interested candidates are encouraged to acquaint themselves with the existing literature. Sample sources are provided below:
- Arkadan F. Macdonald E. K. & Wilson H. N. (2024). Customer experience orientation: Conceptual model propositions and research of the Academy of Marketing Science52(6) 1560-1584.
- McColl-Kennedy J. R. Zaki M. Lemon K. N. Urmetzer F. & Neely A. (2019). Gaining Customer Experience Insights That Matter. Journal of Service Research 22(1) 8-26. L. and Jaakkola E. (2020). Customer experience: fundamental premises and implications for of the Academy of Marketing Science48 630-648.
- Helkkula A. Arnould E. & Chen A. (2023). Glocalization in Service Cultures: Tensions in Customers Service Expectations and Experiences. Journal of Service Research 26(2) 233-250. C. & Chen Y. (2017). Farmers Information Management in Developing CountriesA Highly Asymmetric Information Structure. Production and Operations Management 26(6) 1207-1220. O. Makombe G. Molotsi A. Dzama K. & Mapiye C. (2023). Information and communication technologies (ICTs): The potential for enhancing the dissemination of agricultural information and services to smallholder farmers in sub-Saharan Africa. Information Development 39(3) 638-658. M.M. Kerr R.B. Lupafya E. Dakishoni L. and Luginaah I. (2021). Does participatory farmer-to-farmer training improve the adoption of sustainable land management Use Policy.
- Beedell J. and Rehman T. (2000). Using social-psychology models to understand farmers conservation of rural studies16(1) pp.117-127.
The successful candidate will conduct impactful research on farmer experience journey and customization perceptions within the African context write up several manuscripts for high-quality academic journals and also contribute to the transformation of business practices within the agricultural sector.
Research Questions
Below are sample research questions (but not limited to these only)
- In what ways do firms strategic choices affect the configuration of actor roles resource integration and experience co-creation within complex B2B2C ecosystems
What are the key factors that influence the decision-making process of farmers when it comes to adopting novel agronomic practices and inputs
What are the main challenges and barriers that farmers face in adopting and implementing digital tools and innovative approaches in their farming experience journey
How do farmers navigate the information landscape and access knowledge and resources related to agronomic practices and inputs
What are the social and cultural factors that influence the farmer experience and how can they be leveraged to enhance marketing and communication strategies
How do different actors within the farmer ecosystem such as agricultural extension services input suppliers and farmer cooperatives are managed and contribute to the farmer experience journey
How do institutions and institutional arrangements influence the impact of offering-related stimuli on farmer experience
Skills
You have a solid background in marketing or a related field excellent English skills and experience in at least one of the following research skills: multiple case study designs and experimental designs. You have strong analytical skills; you are self-motivated and you are able to deliver high-quality output under severe time pressure and you are resilient to stress and setbacks.
Supervisor information
Dr. Kofi is an Associate Professor of Marketing and the Director of the Doctor of Business Administration program at Africa Business School (ABS) University Mohammed VI Polytechnic Rabat Morocco. He holds a PhD in Marketing from the University of Strathclyde Glasgow UK. He is also a Research Fellow at the Vlerick Business School Belgium. Kofi has 10 years experience in higher education and combines research and teaching. He has also regularly presented competitive papers at reputable international service research and Marketing conferences in several countries. Kofi has published in internationally reputable academic journals as well as books and book chapters click here.
Dr. Berrada gets her PhD in strategic management with the highest honors from Hassan II university at Casablanca. She is professor of Marketing and strategic management. She began her career at EY as a strategy consultant and continue as a professor advisor for OCP. She is also a key note speaker and master of ceremony. She was nominated and strategy expert for the pharmacien manager platform. She is a lecturer for pharmaceutical industry and she helps pharmacist and medicals to develop their managerial skills. She is the co-founder of two textile brands : Filharmony and Filmed; Her research focuses on value based strategies in relation with customer centricity and competitive intelligence. click here.
Application Deadline:
June 30th 2025.
Contact Information:
For inquiries and application submissions please contact
Website: ABS :
Africa Business School supports the transformation of organizations through Research Advisory and Learning. Our goal is toimpactthe operating models of your organization bysupportingindividuals through this transformation. Established in 2016 with the aim of being the leading business school in Africa specializing in Research Advisory and LearningABS is the business school ofMohammed VI Polytechnic University (UM6P).Dedicated to creatingthe continents future leadersthrough training research and innovation ABS aspires to make learners confident inresponding to the most crucial challenges facing Africaand the world. Africa Business School introduces a different perspective to leadership with a hybrid approach to teaching centered on the human being. All of its programs take a holistic approach aiming for the participants to develop analytical and practical skills both quantitative and qualitative cognitive and emotional managerial and technological. A cornerstone of their studies is training them on their sense of responsibility to society tobe culturally and socially responsible leaders.
Employment Type
Full Time
