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Paul Beresford

Dr Paul Beresford

Summary

Paul Beresford  is a senior lecturer who completed his doctorate in 2016 exploring cultural branding approaches to the UK grocery market.  Prior to joining academia, Paul occupied a range of marketing roles and was commissioned as Interdisciplinary Champion for a £1.27 million, HEFCE funded Food Innovation Project in 2007, which sought to deliver innovation in the food and drink industry.  Paul was recruited onto the faculty of  Sheffield Business School in 2010 and currently lectures in food marketing and branding .  In 2015, Paul was awarded the Vice-Chancellor's Inspirational Teaching Award. 

  • About

    Qualifications

    • 2016: Doctorate of Business Administration, Marketing, Sheffield Hallam University, United Kingdom
    • 2011: Post Graduate Certificate in Higher Education, Sheffield Hallam University, United Kingdom
    • 2003: Master of Science, Marketing, Sheffield Hallam University, United Kingdom
    • 1994: Bachelor of Arts Public Sector Management, Sheffield Hallam University, United Kingdom

    CPD/ Attendance at annual conferences

    HEA fellow

    • 2011: , Higher Education Academy (HEA)

    Membership of external committee

    Chair of sub-committee

    • 2014 to 2015: Course Leader (SWB Food) / Meeting Chair, Sheffield Hallam University, United Kingdom

    Teaching expertise

    • Advertising and Communications
    • Branding
    • Food Marketing and Strategy
    • Marketing

    Research

    • Doctoral Studies - Cultural Branding / Consumer Cultural Theory

    Industry Links

    • HEFCE, Food Innovation Project

  • Teaching

    Department of Service Sector Management

    Sheffield Business School

    Food

    2017 to present: Food Advertising and Branding, Sheffield Hallam University, United Kingdom

    2010 to 2017: Project, Sheffield Hallam University, United Kingdom

    2010 to 2016: Marketing Communications and Branding, Sheffield Hallam University, United Kingdom

  • Publications

    Journal articles

    Morris, C., Beresford, P., & Hirst, C. (2018). Impact of food retailer branding on expectation generation and liking. Journal of Sensory Studies, 33 (2). http://doi.org/10.1111/joss.12322

    Hirst, C., & Beresford, P. (2016). The Market Conditions of the UK Grocery Retail Sector: Findings from a longitudinal analysis of media stories. Journal of Management and World Business Research, 13 (1), 52-58.

    Conference papers

    Benson, M., Beresford, P., & Hirst, C. (2019). Value Creation Capacity of Category Management Collaborations in the UK Private Label Chilled Food Sector. In The Second Global Conference on Creating Value (New York), New York, NY, USA, 14 May 2019 - 16 May 2019. http://www.creatingvalue.co/conference/

    Beresford, P., Hirst, C., & Giove, S. (2019). A Service Eco-System View of HDA's in UK Higher Education: Emerging insights into value co-creation. In The Second Global Conference on Creating Value (New York), New York, NY, USA, 14 May 2019 - 16 May 2019. http://www.creatingvalue.co/conference/

    Hirst, C., & Beresford, P. (2019). How Consumers Utilise Cultural and Culinary Capital Resources to Reconcile Discordant Food Retailer Brand Images. In 14th Global Branding Conference (Berlin), Berlin, Germany, 8 May 2019 - 10 May 2019. http://gbc2019.berlin/

    Benson, M., Hirst, C., & Beresford, P. (2018). The changing role of the Category Captain in UK grocery retail market. Recent Advances in Retailing and Services Science.

    Hirst, C., & Beresford, P. (2017). Stigmatised Brand Valuation: An Institutional Reconfiguration Perspective. In 12th Global Branding Conference, Kalmar, Sweden, Kalmar, Sweden. Brand, Identity and Corporate Reputation Conference SIG

    Hirst, C., & Beresford, P. (2017). Methods for Mapping Meaning Transfer Overtime: A Retailer Brand Perspective.

    Hirst, C., & Beresford, P. (2016). Discount Grocer Success: A Cultural Branding Analysis.

    Hirst, C., & Beresford, P. (2015). The March of ALDI: A Cultural Branding Analysis of Discount Grocer Success.

    Book chapters

    Benson, M., Beresford, P., & Hirst, C. (2019). Value Creation or Destruction: The Role of Private label in UK Grocery Category Management Decisions. In BAM2019 Conference Proceedings. BAM: https://www.bam.ac.uk/marketing-and-retail-0

    Barnes, B., Benson, M., & Beresford, P. (2019). Retail and Distribution. In Marketing Real People, Real Decisions. (Third European Edition). Pearson

    Case studies

    Beresford, P. (2019). Marketing in action case study. UK grocery retail: the Aldi phenomenon.In Marketing. Real People Real Decisions. Ch 12 Retail and Distribution: Pearson.

    Presentations

    Beresford, P. (2017). Life and work beyond the doctorate. Presented at: BAM, 1 day Conference, Sheffield Hallam University, Sheffield, UK

    Hirst, C., & Beresford, P. (2016). Keynote Address: Discount Grocer Success in the UK: A Cultural Branding Analysis.

  • Other activities

    External Responsibilities

    • 2016: Placement EmployabilityTutor (PET) -FMM Food, Sheffield Hallam University, United Kingdom
    • 2016: Work Experience Mentor (WEM) - FMM Food, Sheffield Hallam University, United Kingdom
    • 2016: Course Leader (Food Marketing Management UG), Sheffield Hallam University, United Kingdom
    • 2016 to 2017: MART Recruitment Leader (Food), Sheffield Hallam University, United Kingdom
    • 2010: Personal Academic Advisor (PAA), Sheffield Hallam University
    • 2010 to 2014: Course Leader (UG Food Courses), Sheffield Hallam University, United Kingdom

    Award

    • 2018: Inspirational Student Support Nomination, Sheffield Hallam University, United Kingdom
    • 2018: Inspirational Teaching Award Winner (Faculty), Sheffield Hallam University, United Kingdom
    • 2017: Inspirational Student Support Nomination, Sheffield Hallam University, United Kingdom
    • 2017: Inspirational Teaching Nomination, Sheffield Hallam University, United Kingdom
    • 2015: Vice-Chancellor's Inspirational Teaching Award Winner, Sheffield Hallam University, United Kingdom
    • 2015: Inspirational Student Support Award Winner (Faculty), Sheffield Hallam University, United Kingdom
    • 2015: Inspirational Teaching Award Winner (University), Sheffield Hallam University, United Kingdom
    • 2014: Inspirational Teaching Award Winner (University), Sheffield Hallam University, United Kingdom
    • 2013: Inspirational Teaching Award Winner (University), Sheffield Hallam University, United Kingdom
    • 2012: Inspirational Teaching Award Winner (Faculty), Sheffield Hallam University, United Kingdom

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