Dr Codrin Chiru

Senior Lecturer in Marketing
Codrin Chiru

Position

Senior Lecturer in Marketing

Qualifications

BSc (Bucharest), PgD (Bucharest), PhD (Bucharest), PGCAP (Glos), FHEA

Contact details

codrin.chiru@rau.ac.uk

Tel: 01285 652531

Biography

Dr Codrin Chiru has considerable experience in international marketing (e.g. Procter & Gamble) being a passionate practitioner and researcher of the interface among consumer, branding and strategic planning. He has had extensive research and work experience in emerging markets, particularly Eastern Europe, and has played a leading role in several multinational projects funded by the EU through the Framework Programmes for Research and Technological Development.

University responsibilities

  • Senior Lecturer

Professional memberships

  • Fellow of the Higher Education Academy, UK
  • MCMI - Member of the Chartered Management Institute, UK
  • Member of the University and College Union, UK
  • Member of the Romanian Chemical Society (SChR)
  • Member of the Procter&Gamble Alumni Network Association

Research

Research Interests

  • Marketing of functional foods
  • Marketing of traditional foods
  • Consumers’ acceptance of new agri-food technologies
  • User created content and social media impact on consumer choices
  • Business models
  • Gastronomic tourism
  • Psychological factors, behavioural variables and acquired competencies in higher education
  • Assessment and feedback in higher education

 

Publications

Peer reviewed journals

  • Kane K., Chiru C., Ciuchete S.G. (2012). Exploring the Eco-attitudes and Buying Behaviour of Facebook Users, Amfiteatru Economic, Vol. 15 (31), pp. 157-171, ISSN: 1582-9146; article link: http://www.amfiteatrueconomic.ro/temp/Article_1107.pdf
  • Chiru, C. and Chiru, L. (2012). New Food Development in the Age of Crisis. Experiences from Italy and Romania, Journal of EU Research in Business, Vol. 2012, DOI:10.5171/2012.867951, ISSN:2165-9990; article link: http://www.ibimapublishing.com/journals/JEURB/2012/867951/a867951.html
  • Chiru, C. and Calabro, G. (2012). Pricing Strategies and Business Alliances – A Comparative Integrated Study of the Fruits and Vegetables Markets from Italy and Romania, International Journal of Business Research and Management (IJBRM), Vol. 3 (2), ISSN: 2180-2165;
  • Chiru, C., Ciuchete, S. G., Moraru, L., C. (2011). The Ecological Dimension of Gastronomic Tourism. Risks & Global Trends in the Age of Crisis, Quality - Access to Success, vol 12 (125 - nSUPPL. PEEC –v.2), pp. 177-182, ISSN 1582-2559
  • Chiru, C. (2010). Rethinking Emotional vs. Functional in Marketing Communication. The Case of Advertorials and Endorsements, Revista economica, Vol. 5(52) pp. 64-69, ISSN 1582-6260.
  • Ichim N., R., Nitulescu I., Chiru C. (2011). Considerations regarding the Competitiveness of the Romanian fruits and vegetables growers on the EU market, Quality - Access to Success, Vol. 12 (nSUPPL.1), pp. 509-513, ISSN 1582-2559; WorldCat link: http://www.worldcat.org/title/considerations-regarding-the-competitiveness-of-the-romanian-fruits-and-vegetables-growers-on-the-eu-market/oclc/726998934&referer=brief_results 

Refereed conference papers and proceedings

  • Ciuchete, S. G., Chiru, C, (2014). Gastronomic Factors as Key Influencers for Romanian Tourists When Choosing Cruise Holidays, 7th World Conference for Graduate Research in Tourism Hospitality and Leisure, Proceedings Book, p. 647, June 2014, Ankara, Turkey, ISBN: 978-605-4940-25-7, vol. link: http://www.anatoliajournal.com/graduate/2014.pdf
  • Chiru, C., Tachiciu, L., Ciuchete, S. G. (2012), Psychological Factors, Behavioural Variables and Acquired Competencies in Entrepreneurship Education, 4th World Conference on Educational Sciences (WCES-2012) 02-05 February 2012 Barcelona, Spain, published in Procedia - Social and Behavioral Sciences, vol. 46, pp. 4010–4015, ISSN: 1877-0428; article link: http://www.sciencedirect.com/science/article/pii/S1877042812019246
  • Chiru, C., Ciuchete, S. G., Lefter (Sztruten) G., Paduretu (Sandor), E. (2012). A Cross Country Study on University Graduates Key Competencies. An Employers Perspective, 4th World Conference on Educational Sciences (WCES-2012) 02-05 February 2012 Barcelona, Spain, published in Procedia - Social and Behavioral Sciences, vol. 46, pp. 4258–4262, ISSN: 1877-0428; article link: http://www.sciencedirect.com/science/article/pii/S1877042812019738
  • Chiru, C., Costea, C., Chiru, L. (2012). Towards a New Business Model in the Food Industry, Proceedings of the 21st Annual World Business Congress, Helsinki, Finland, 4-8 July 2012, ISBN: 1-888624-11-6, Thomson Reuters Conference Proceedings Citation Index (ISI)
  • Chiru, C. and Chiru, L. (2011). The Functional Foods Development in the Age of Crisis. Experiences from the Italian and Romanian Companies, Proceedings of the 17th IBIMA conference on Creating Global Competitive Economies: A 360-degree Approach, November 2011, Milan, Italy, ISBN: 978-0-9821489-6-9, Thomson Reuters Conference Proceedings Citation Index (ISI);
  • Chiru, C. and Chiru, L. (2011). Enhancing the Business Potential of Functional Foods through Traditional Gastronomy, Annals of DAAAM for 2011 & Proceedings of the 22nd International DAAAM Symposium, pp. 1109-1110, publ. de DAAAM International, Vienna, Austria 2011, ISBN 978-3-901509-83-4, ISSN 1726-9679, Thomson Reuters Conference Proceedings Citation Index (ISI), paper link: http://connection.ebscohost.com/c/articles/69985434/enhancing-business-potential-functional-foods-through-traditional-gastronomy
  • Chiru, C. (2011). Go local Corporate Strategy and Functional Foods Development, Conf. proceedings of the 1st Organisational Governance Conference “Corporate Governance Crises: Causes, Effects and Solutions”, 15-16 September, De Montfort University, Leicester, United Kingdom, ISBN: 978-185-721-412-3;
  • Stroia, A., Chiru, C., Costea, C. (2011). Modelling Daily Diet to Reduce the Ingested Nitrates, Book of abstracts of the 2nd International Conference on FOOD-OMICS, 22-24 June 2011, Universita di Bologna, Cesena, Italy, pp. 108, ISBN: 978-88-902152-2-3;
  • Chiru, C. (2010). Rethinking Emotional vs. Functional in Marketing Communication. The Case of Advertorials and Endorsements, Proceedings of the 17th International Economic Conference - IECS 2010, 13-14 May 2010, Sibiu, Romania, ISBN 978-973-739-987-8;
  • Stroia, A. and Chiru, C. (2010). Reconsidering Today’s Alimentary Style through Rediscovering a few Ancient Aromatic Herbs & Spices used in Romanian Cuisine, Proceedings of the 7th International Conference of Chemical Societies from South-East European Countries, September 2010, Bucharest, Romania, ISBN: 978-606-515-121-5; Book of abstracts, pp. 4, September 2010, Bucharest, Romania, ISBN: 978-973-748-512-0;
  • Stroia, A. and Chiru, C. (2010). Traditionalism and Functionality in the Romanian Cuisine, Proceedings of the 17th IGWT Symposium, September 21-25, Bucharest, Romania, supplement of Quality-Access to Success, Vol. 11 (116-2), pp. 1234-1243, ISSN: 1582-2559.
  • Chiru, C. (2009). Have Marketing and R&D Become a Threat for Consumer Health? The Case of the Romanian Soft Drinks Market, Proceedings of the 16th International Conference on Chemistry and Chemical Engineering (RICCCE 16), September, Romania, ISBN 978-606-521-349-4;

Chapters in books