Andy Cropper, Senior Lecturer
Andy is a Senior Lecturer within the marketing subject group at Sheffield Hallam University and would describe himself as a 'practical marketer' rather than as a full blown academic. He has had considerable experience within industry, gaining his initial skills within the service sector but having since been involved in a wide range of industry sectors.
In 1992 he moved into consultancy, combining this with a moderate lecturing workload. Within a short period, however, he became the Marketing Director of a telecommunications company and this grew to occupy most of his time until 1998. Whilst retaining his directorship, he then made a conscious move back into consultancy, focussing mainly upon the rapidly emerging markets of Central and Eastern Europe. This has included a 4 year programme working with the Czech Government and Czech companies in developing business competitiveness, business development programmes in Bulgaria, Poland, Serbia and the Ukraine and small business generation activities in Siberia.
He is currently a Director of Bridge4, a consultancy company focussing upon stimulating and facilitating business activities between the UK and the Ulkraine.