Current Organizations / Institutes

The organizations/institutes from the scholar's latest article


Wyn Morris has a total of 33 co-authors. Here are the top co-authors by number of shared publications:


Latest Publications

  • Open Access

    Investigating robot acceptance in UK agriculture

    by Jack H. Grant, Zhuoling Huang, Leonardo Guevara, Wyn Morris, Louise Manning


  • Open Access

    Remaining in rural areas: towards a rural entrepreneur’s analysis framework

    by Carlos Julian Ramirez Gomez, Venancio Cuevas Reyes, Wyn Morris

    This research employs an empirical approach to understand aspects defining why young people remain in their rural territories. Utilising a rural region of Caldas, Colombia as a case study and based on an agricultural education program for entrepreneurship, information from 368 rural young people was obtained. The study explored a conceptual model shaped by four dimensions and 34 variables. Using a Probit method, we identify significant variables regarding permanence in rural areas. We identify 11 key variables that determine the categories of socio-demographic profile, profile of entrepreneur characteristics, and category of motivations and territory. Our study contributes to literature on rural entrepreneurship from an empirical approach. Additionally, we propose a new analytical framework to address major problems in agriculture and rural territories, particularly in developing countries, such as Latin America. Highlights: This paper proposes an analysis model of the rural entrepreneur, which seeks to understand the aspects that determine the interest of rural young people wanting to stay within their own rural territories. The categories and variables determining the permanence of rural youth in their territory based on entrepreneurship can be divided into an internal environment such as the dimensions of the profile and skills for entrepreneurship, as well as an external environment based on what determines the territory as a motivational factor. The model shows the relevance of the interrelation of dimensions and environments, as even when rural young people have entrepreneurial skills, there are other aspects that promote permanence in the territories.

  • Digital entrepreneurship in agrifood business: a resource bricolage perspective

    by Robert Bowen, Wyn Morris

    Purpose: The aim of this research paper is to investigate entrepreneurial opportunities through digital technology among agrifood businesses. Specifically, the research paper uses resource bricolage theory to evaluate the various activities that agrifood businesses conduct through digital technology, and whether these businesses realise their full potential from these activities.Design/methodology/approach: Data are gathered from 22 semi-structured interviews with representatives of small agrifood businesses. Maximum variation sampling was used to ensure that respondents were representative of different types of agrifood businesses across the food supply chain. Interview data were analysed through thematic analysis.Findings: Agrifood businesses engage in a range of activities through digital technology, however, findings point to a continuum of different attitudes among respondents towards the adoption of digital technology, ranging from passive to proactive attitudes. Notable themes from the research identified efficiency and productivity, usability, marketing and connectivity as issues in the adoption of digital technology by agrifood businesses. However, these businesses were less likely to engage in cutting-edge technology activities.Originality/value: This research contributes to emerging research on digital entrepreneurship, but particularly on digital entrepreneurship in the agrifood sector. This builds on existing debates relating to the passive nature of agrifood businesses towards growth opportunities. The use of research bricolage is also a novel theoretical approach to research on this topic. The development of a digital technology adoption continuum provides businesses and policymakers with a deeper understanding of how digital entrepreneurship opportunities can be harnessed.


  • Hospitality SME innovation: responses to multifaceted crises

    by David Dowell, Robert Bowen, Wyn Morris

    Purpose: This research investigates the multifaceted effects of Covid-19, Brexit and climate change on Small and Medium-sized Enterprises (SMEs) in the hospitality sector. Specifically, the authors evaluate the main opportunities, challenges and implications that hospitality businesses face in times of crises, and innovate as a response.Design/methodology/approach: The research adopts a mixed methods approach firstly analysing quantitative data from the Business Insights and Conditions Survey (BICS). Second, qualitative where data are gathered from interviews with a range of hospitality SMEs. The data are analysed independently and then triangulated to gain a deep understanding of the issues faced by hospitality SMEs and their responses.Findings: This research contributes to knowledge on the impact of economic challenges on the hospitality sector. This research underlines that hospitality businesses face multiple challenges. The findings show that sector has responded with innovations to meet requirements and regulations, some which were forced upon the industry due to changing regulations and some unforced innovations based on the strategic intentions and entrepreneurialism of the business owners.Originality/value: The paper embeds the pandemic with Brexit and climate change challenges, identifying two distinct types of innovation as SME responses in the hospitality sector. Survival in the hospitality industry is reliant upon adaptations, some brought about by the pandemic and others by Brexit and climate change.


  • Open Access

    Intergenerational Interaction and Change Management in Agricultural Family Businesses: An Analysis from the Rational, Emotional, and Contextual Dimensions

    by Asael Islas-Moreno, Manrrubio Muñoz-Rodríguez, Wyn Morris

    Generational transition and change reflected in innovation are crucial for the continuity of family businesses. Most of the changes are made as the generational transition progresses, having at least two generations interacting. This study analyses change management in the context of intergenerational interaction to answer the question: How to drive change so that it takes place and generates positive results for family businesses? A multiple case study design was adopted to analyse three situations of change with a sharp contrast in their results in three agricultural enterprises. A framework that examines the rational, emotional, and contextual dimensions of change processes was used to explain the results. Change was found to be more easily accomplished when: i) a sense of psychological ownership encourages new generations to contribute new ideas; ii) change generates immediate and easily visible results; iii) the number of family members involved is low; and iv) the context provides funding opportunities. In turn, change produces positive results when it is preceded by open and cognitive conflict, and when the context offers opportunities to access knowledge networks. This work is a unique piece in the sense that it analyses the management of change during intergenerational interaction, an almost permanent situation that is little studied in innovation processes in the context of family businesses.


  • Open Access

    The role of women in United Kingdom farm businesses

    by Zoë Kempster, Wyn Morris, Louise Manning, Robert Bowen

    The global empowerment of women has been, and remains to be, a continuing issue, especially within the workplace. The agribusiness industry is no exception, where continuation of gender bias and stereotypes positions women as under-represented. Whilst the significance of women in farm businesses is evidenced, their relative invisibility in policy discourse is clear, despite the number of women developing careers in the industry increasing. This qualitative study examines the self-identified roles of women in United Kingdom (UK) farm businesses by interviewing individual participants in the sector (n = 8). The literature highlights four roles: the farmer, farm manager, off-farm income careerist and entrepreneur with an on-farm diversified business which forms a theoretical framework to structure the interviews. Findings show five emergent self-identification of role characterisations as being the mother, a decision-maker, a supporter, a labourer and an entrepreneur within a personal role profile. Thus, whilst externally identified roles consider women's status and contribution in a siloed job role structure, the multiplicity of roles that women undertake are much more nuanced and contiguous. The research contribution is an understanding of the variance and multiplicity of tasks undertaken which indicate the extensive work and contributory efforts that women instinctively provide to the farming business and the farm household structure. Findings contribute by establishing a new conceptualisation of the contributions of women to farm businesses informing rural policymakers, to consider the roles of women at farm household level rather than simply focussing on the gender characteristics of the principal farmer.


  • Hospitality SMEs and the circular economy: strategies and practice post-COVID

    by Robert Bowen, David Dowell, Wyn Morris

    Purpose: This research evaluates specific circular economy issues in relation to the hospitality sector. This is investigated in the aftermath of the COVID-19 pandemic, considering the impact that the experiences of UK hospitality SMEs had on their circular economy activities. Viewed through a resource bricolage lens, for some this was a consequence of the challenges of the pandemic, while others were proactive in pursuing circular economy strategies.Design/methodology/approach: A sequential mixed methods research design is established based on a pragmatic worldview. The first phase analyses secondary data from the Business Insights and Conditions Survey (BICS) to evaluate circular economy aspects on hospitality businesses in the context of the COVID-19 pandemic. Phase 2 collects and analyses qualitative semi-structured interview data from directors of hospitality SMEs to investigate the experiences of businesses in this research context.Findings: Results point to a desire for hospitality SMEs to engage in circular economy activities, especially as a means of achieving financial efficiency, however this is sometimes constrained by increased costs. Resource bricolage theory underlines potential advantages for SMEs to engage with the local community to support circular economy activities and bring mutual benefits.Originality/value: This research contributes to the under-researched topic of circular economy issues in hospitality SMEs. The focus on SMEs is significant as small businesses are more resource-constrained than larger businesses. The context of the post-COVID period is also notable due to changing attitudes towards circular economy aspects from the experiences of the pandemic.


  • Open Access

    Smart Systems: The Role of Advanced Technologies in Improving Business Quality, Performance and Supply Chain Integration

    by Ivett Schmidt, Wyn Morris, Andrew Thomas, Louise Manning

    Technologies such as the Internet of Things (IoT), cloud computing, and Smart Systems (SSs) have become an important focus for industry, especially in the manufacturing and retail sectors. The aim of this paper is to analyse the importance of SSs and their related technologies in improving business performance. Through an initial systematic review of sixty-one papers, the authors identify six key determinants that lead to the effective application of SSs in business systems, namely, the application of effective managerial skills, supply chain integration, financial analysis, business performance, strategic and operational capabilities, and technologies. The work then goes on to develop an industry case study that informs thinking on the capabilities of smart technologies in collaborative working environments and then onto the development of a practice-focused framework for future research. This study identifies that the implementation of SSs within organisations not only improves business performance but also their supply chains through the effective integration of business activities and systems, and through the degree to which communication and decision-making is facilitated between humans and devices. This leads to the improvement of quality, speed of information, and information sharing. This study also finds that there is a lack of systems standards that currently govern IoT and SSs integration and data security within businesses.


  • Top Cited Papers
    Open Access

    Implications of the digital divide on rural SME resilience

    by Jonathan Morris, Wyn Morris, Robert Bowen