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Richard Calderwood

Richard Calderwood

Qualifications: B Soc Sc, M Soc Sc, MMS (Distinction) Waikato


Contact Details

Name  Extn.  Username  Room  Department
Calderwood, Dr Richard 7737 richardc TT.6.05B Te Hononga Curriculum and Pedagogy

You can contact staff by:
  • Calling +64 7 838 4466  select option 1, then enter the extension
  • Extensions starting with 4, 5 or 9 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension
    • For extensions starting with 5: dial +64 7 858 extension
    • For extensions starting with 9: dial +64 7 837 extension
    • For extensions starting with 8: dial +64 7 557 extension (TAURANGA exts only)
  • Calling between campuses add 37 to the front of the extension
  • Emailing username@waikato.ac.nz
  • Using the campus map to locate their room

About Richard

Richard Calderwood has a background in economic geography, planning for retail location, marketing and supermarketing and is a Research Developer in the Institute for Business Research. His current research interests are in: advertising creativity, effectiveness, and strategy, retail marketing.

Richard has recently submitted his PhD dissertation entitled “Client Views on Developing Quality Advertising: The Role of Client Involvement, Relationship Stability, Agency Flexibility and Client Agency Competency and Expertise”. This research examined client side perspectives of why some advertising campaigns are more creative and more effective than others. Two U-shaped interactions were observed:  1) agencies with either low or high levels of competency are less likely to produce effective campaigns; medium levels of competency lead to the most effective advertising campaigns, 2) the most original work occurred when agencies either highly flexible or highly inflexible; originality was lowest when agencies were only moderately flexible.

Richard is currently involved in research projects, drawing together researches and facilitating bids for research.

Expertise: Advertising Research, Promotional Strategies, Services Marketing, Locating Retail Facilities

Recent Publications

  • Calderwood, R. (2016). St Paul’s Centre of Excellence for Agricultural Science and Business developmental evaluation progress report. Wilf Malcolm Institute of Educational Research.

  • Brooksbank, R. W., Subhan, Z., & Calderwood, R. (2016). Marketing's contribution to strategic decision-making: Manufacturers in an emerging versus mature market. In Marketing in a Post-Disciplinary Era (pp. 906-913). Christchurch, New Zealand: University of Canterbury.

  • Calderwood, R. (2015). St Paul’s Centre of Excellence for Agricultural Science and Business developmental evaluation. 2015 overview. Wilf Malcolm Institute of Educational Research.

  • Calderwood, R. (2015). St Paul’s Centre of Excellence for Agricultural Science and Business developmental evaluation progress report. Wilf Malcolm Institute of Educational Research.

Find more research publications by Richard Calderwood