Dr. Paul Clark

Dr. Paul Clark

Dr. Paul Clark

Name: Dr. Paul Clark
Position: Continuing Sessional Faculty
Email: PClark@tru.ca


With an underlying international perspective, my interests include organizational strategy and marketing.

In the area of strategy, I am particularly interested in organizational transitions to a sustainable (triple bottom line) orientation.

In the area of marketing my interests include: consumer and business to business markets, branding, product placement, and word of mouth communications,
and Sustainability.

Whenever possible, the courses I teach include an experiential component. In both the areas of strategy and marketing, this typically involves working with a local organization (preferably non-profits) to evaluate and provide recommendations to improve their organizational performance.

I am also very interested in the cannabis industry domestically and internationally. In particular, with the significant regulatory changes expected in this industry in the near future, it will be very interesting to observe the emergence of cannabis brands across the value chain in this industry.

Research Interests

Service Learning, in the areas of marketing and strategy working with local non-profit organizations.

Previous papers have focused in the areas of brand building, and re-branding, of higher education institutions (University's).

The emergence of Cannabis brands. Specifically, the expansion of knowledge of consumer behaviour within the cannabis industry. To this end, I am in the process of preparing research focusing on a specific market segment and exploring this segments:
a) product knowledge,
b) purchase and consumption process, and
c) awareness of brands in this emerging category.

In the near future, I am also interested in researching specific topics of upstream participants in the value chain within the cannabis industry.


Bachelor of Arts, Military History, University of Victoria (1986)
Diploma in Business Administration, British Columbia Institute of Technology (1989)
Masters of Business Administration, University of Western Ontario (Hong Kong campus) (2002)
Doctorate in Business Administration, Swiss Management Centre (2014)


Title: "Branding a Tertiary Institution by Committee: An Exploration of Internal Brand Analysis and Management Processes", in cooperation with Dr. Chris Chapleo, The Business School, Bournemouth University, United Kingdom
Publication: Journal of Brand Management

Research Papers in progress:

Topic: "Interdisciplinary and Cultural Literacy a cross cultural and cross disciplinarian research paper"
In cooperation with Dr. Florriann Fehr and Michelle Funk (School of Nursing, TRU)

Topic: "Internal Branding at a Canadian HE institution".
In cooperation with Dr. Chris Chapleo, The Business School, Bournemouth University, United Kingdom and Dr. Kati Suomi, University of Turku, Finland

Topic: "Hybrid Vehicles: Do Consumers Purchase a Second Time" In cooperation with Dr. Charles Hayes, and Dr. Anne Lavack, SoBE, TRU.

Employment History

Sessional Faculty: Thompson Rivers University
Shanghai Direct Marketing Ltd. Kamloops, BC, Canada (Consulting services)
Hutcheson Whampoa, (Park N'Shop), Shanghai, China (grocery retailer in Shanghai)
Montrose Food and Wine, Shanghai, China (East China and Shanghai regional distributor of premium imported wines)
Taiwan Connection, Taipei, Taiwan (production and export of computer hardware)
Pacific Business Equipment, Victoria, BC, Canada (distributor of Canon business equipment)

Courses Taught

Organizational Behaviour
Introduction to Marketing
Intergrated Marketing Communications
Services Marketing
Business to Business marketing
Organizational Strategy
International Marketing
International Business
Global Entrepreneurship