Dr Paul Beresford
Senior Lecturer
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 marketing and branding . In 2015, Paul was awarded the Vice-Chancellor's Inspirational Teaching Award.
About
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
College of Business, Technology and Engineering
Subject area
Marketing
Modules taught
Marketing Innovation and Creativity
Strategic Marketing Management and Decision Making
Entrepreneurial Marketing and Innovation
Marketing Communications in the Digital World
Strategic Brand Management
Publications
Journal articles
Beresford, P., & Hirst, C. (2020). How consumers reconcile discordant food retailer brand images. Journal of Marketing Management, 1-21. http://doi.org/10.1080/0267257x.2020.1783347
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
Hirst, C., & Beresford, P. (2023). Bug Out Brands: How Brands Gain Legitimacy in Online Prepper Communities. In 16th Global Brands Conference, Academy of Marketing SIG, University of Bergamo, Bergamo, Italy, 3 May 2023 - 5 May 2023.
Benson, M., Beresford, P., & Hirst, C. (2019). Value Creation or Destruction: The Role of Private label in UK Grocery Category Management Decisions. In British Academy of Management (2019) Conference Building and Sustaining High Performance Organisations during Uncertain Times: Challenges and Opportunities, Aston University, Birmingham, 3 September 2019 - 5 September 2019. BAM: https://www.bam.ac.uk/marketing-and-retail-0
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
Barnes, B., Benson, M., & Beresford, P. (2019). Retail and Distribution. In Marketing Real People, Real Decisions. (Third European Edition). Pearson
Benson, M., & Beresford, P. (2019). Retail and Distribution. In Pearson Etext for Marketing Real People, Real Choices -- Access Card. (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
Hattersley, D., & Beresford, P. (2023). Parkrun and Value Co-creation: An Application of Service Dominant Logic to the Study of Parkrun as a Value Co-creation Ecosystem. Presented at: Academy of Marketing Conference, University of Birmingham, Birmingham, UK
Benson, M., Beresford, P., & Hirst, C. (2019). Value Creation or Destruction: The Role of Private label in UK Grocery Category Management Decisions. Presented at: BAM 2019 Conference Building and Sustaining High Performance Organisations during Uncertain Times: Challenges and Opportunities, Aston University, Birmingham
Benson, M., Hirst, C., & Beresford, P. (2019). Value Creation Capacity of Category Management Collaborations in the UK Private Label Chilled Food Sector. Presented at: The Second Global Conference on Creating Value (New York), New York, NY, USA, 2019
Benson, M., Hirst, C., & Beresford, P. (2018). The Changing Role of the Category Captain in UK Grocery Retail Market. Presented at: Recent Advances in Retailing and Services Science, MELIÃ MADEIRA MARE Rua de Leichlingen nos 2 & 4 Funchal, Madeira
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