Matthew Gorton

• Professor in Marketing,Newcastle University Business School
• Development of teaching materials related to marketing and pedagogy

Brief outline of your research interests/interest in the work of CS

My main areas of research are agri-food supply chains and rural entrepreneurship. I am Deputy Director of the newly created National Innovation Centre for Rural Enterprise (NICRE). Previously, I worked on several projects, funded by the EU and World Bank, considering food supply chains and agri-business in the former USSR. This involved working with universities, policy makers, food manufactures, and farmers. These projects identified many challenges but also opportunities for enterprise development.

Why you think Creative Spark is important

Creative Spark is important to enhance entrepreneurial education and skills development in the region. Throughout the region, and in Azerbaijan where are partnership is based, there is huge interest in creating new businesses and bringing new products to market and interest on the part of educators to upgrade entrepreneurial education. The creative industries are no exception. We can make a positive contribution through knowledge exchange, training and other activities.

What you’ve done in the Creative Spark project so far

I participated in the first study tour of educators from Azerbaijan to the UK and have developed and shared teaching materials related to marketing and pedagogy.

What you’re interested in seeing happen in the CS project in the future?

I am looking forward to working with CAERC and partner universities in Azerbaijan to further entrepreneurial education and small business development in the region.