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May 2015:

University Business School announces collaboration with International Omni Retailing Markets Association (IORMA).

Worcester Business School of the University of Worcester, is delighted to announce a new collaboration with the International Omni Retailing Markets Association (IORMA).


The IORMA Global Consumer Commerce Knowledge Centre is a resource for Businesses and Governments that recognise their need to understand and respond to the ways in which the 7 billion global consumers are changing – in the products and services they want and need, and the ways they want to obtain them.


IORMA has a close and productive partnership with the UK Government Trade and Investment UKTI and a global teaming agreement with IBM, extending the range of knowledge and contacts that IORMA provides for its Associates.


The University of Worcester is a dynamic and growing Higher Education Institution, with further ambitions to grow its student numbers by 50% in the next 5 – 7 years. There are a number of Research Groups within its Business School, consisting of research-active academics, many of whom engage with SMEs, corporates and emerging sectors. One of these units, the Complex Customer Interactions Research Group, has committed to a working collaboration with IORMA in the area consumer psychology.


The research group’s activities are directed at providing excellent research that contributes to the wider community of consumers, customers, businesses, government bodies and the public. Previous projects have explored sustainable practices through technology-driven behaviour change, luxury fashion consumption and cultural differences, and Diffusion of Self-service Technologies and implications for an ageing population.


Tim Maxfield, Director of Business Development, Worcester Business School commented ‘To partner with IORMA is a fantastic opportunity for us. The University improved its research rating significantly in the last Research Excellence Framework Assessment, and within the Business School we have a lot to offer in terms of our applied research focus. This joint enterprise offers real synergy and will provide an ideal platform for even greater achievement in the next assessment in 2020’.


John Andrews, Chairman and Chief Executive of IORMA commented ‘As the ever accelerating pace of technology increasingly impacts the 7 billion global consumers, so the need to understand the ways that global consumers are affected by and react to this change is becoming ever more important. Consequently, research concerning Consumer Psychology is becoming a key element for Governments and Commercial organisations to apply as part of understanding and planning for social and economic future trends.’


‘This exciting new initiative with the University of Worcester aligns perfectly with the overall philosophy of IORMA: To keep our feet on the ground for today, yet our heads above the clouds to see tomorrow.’


IORMA and the University of Worcester have now signed a Memorandum of Understanding, committing to joint consumer research activity for at least the next five years.