Strategy, Enterprise and Innovation

Our PhD students

Photo of Sanar Muhyaddin

Sanar Muhyaddin

  • Role Title: PhD student
  • Address: Richmond Building Portland Street Portsmouth PO1 3DE Office: Portland Building PO 3.09
  • Telephone: tba
  • Email:
  • Department: Strategy, Enterprise and Innovation
  • Faculty: Portsmouth Business School


Nationality:                         First supervisor: Professor Paul Trott, Second Supervisor:Dr Chris Simms   

Research Overview

My research focuses on multiple retailer’s product adoption of food products from small and medium sized food companies in the UK. As I  become interested to conduct an investigative study to see how these small and medium sized companies become successful to put their new  products on the shelves of retailers in a market that is known for high failure rate of new food products and growing power of retailers. The aim of this research is to build a new understanding of how new food product gets adopted by the retailers. This research will benefit from category management, retail product acceptance and adoption theory literatures and contributes in the literature, unlike other previous researches that were mainly concentrated on the factors participating in the retail product adoption.  At the moment I am working on my conceptual framework, continuing my data collection and writing up some of my chapters. I am aiming that my research will benefits both the small and medium sized manufactures and academicians.

Research Interests

My research interest include the new product acceptance from B2B perspective.