Dr Anthony Samuel known as Anthony
PhD (Cardiff University)
MBA (Lincoln University)
BA (Hons) Business Enterprise (Wolverhampton University)
Certificate of Higher and Further Education (Cardiff University)
Anthony has been lecturing in the University sector for the past 14 years and before joining the University of South Wales in 2013 was previously a Senior lecturer in Marketing/Strategy and Business Ethics at the University of Wales Trinity Saint David.
Course Leader: BA Marketing and BA (Hons) Retail Management
Associate Director: Connections Research Group, University of South Wales Business School
Undergraduate Module Leader: Emerging Themes in Marketing, Service and Retail Marketing, Contemporary Retail Landscapes, Ethics and Sustainability Theory and Practice
Undergraduate Module Tutor: Brands and Consumer Lifestyles, Dissertation
Postgraduate Module Leader / Tutor: Social and Sustainability Marketing
PhD Supervision in Political Marketing, Social Marketing for Child Obesity and Brand Communities
Peer Reviewed Conference Papers and Journals
Samuel, A. and Jagadale, S. (2016) ‘Managing and developing the literature review in Grounded Theory: Methodological Implications for Macromarketing Research’, 41st International Macromarketing Conference Trinity College Dublin, Dublin, July 13-15 2016.
Samuel, A., Taylor, D and G, White. (2016) ‘Unpacking the Authenticity Gap in Corporate Social Responsibility: Lessons learned from Levi’s ‘Go Forth Braddock’ Campaign’, Journal of Brand Management Special Issue Conference on Brands that do good, Bradford University, Bradford, April 24-27th 2016.
Samuel, A. and Peattie, K. (2016) Grounded Theory as a Macromarketing Methodology: Critical Insights from Researching the Marketing Dynamics of Fairtrade Towns. Journal of Macromarketing, 36(1), pp.11-26. Lead paper.
G, R, T, White and A, Samuel (2016) Fairtrade and Halal Food Certification and Labeling: Commercial Lessons and Religious Limitations. Journal of Macromarketing (forthcoming).
Peattie, K and A, Samuel, (2015) ‘Places Where People Matter: The Marketing Dynamics of Fairtrade Towns’, Social Business, (5),3, pp. 237-254
Peattie, K and Samuel, A (2015) ‘Places Where People Matter: The Marketing Dynamics of Fairtrade Towns’ (Key Notes Speaker) at 2nd Biannual International Conference of the Journal of Social Business – June 11th and 12th, 2015 Anadolu University, Turkey.
Samuel. A and Peattie, K (2015) ‘Fairtrade Towns: Place(ing) activism and sustainability marketing’, 40th International Macromarketing Conference Loyola University, Chicago June 25 -28, 2015, ISSN 2168-1473
Samuel, A; Taylor, D; Norris, M and K, Raiha (2015) ‘Levis Jeans Tightening Corporate Social Responsibility with a Rust Belt.’ 40th International Macromarketing Conference, Loyola University Chicago, June 25 -28, 2015, ISSN 2168-1473
Samuel, A (2014) ‘Ethical Consumption from People To Place’, International Conference Social Responsibility, Ethics and Sustainability, Barcelona, October 9th -10th , 2014, Working Paper, Vol 3rd Editura ASE, Bucharest, ISSN: 2285-7222.
Samuel, A and D, Taylor (2014), The Story of Braddock Pennsylvania: Corporate Philanthropy and its role in Reimagining Place and Developing Social Enterprise. International Conference Social Responsibility, Ethics and Sustainability, Barcelona, October 9th -10th , 2014, Working Paper, Vol 3, Editura ASE, Bucharest, ISSN: 2285-7222.
Samuel, A. and Peattie, K. (2014) Grounded Theory as a Macromarketing Methodology: Critical Insights from Researching the Marketing Dynamics of Fairtrade Towns.
39th Annual Macromarketing Conference, Royal Holloway, University of London, July 2-5, 2014. ISSN 2168-1473
Samuel, A. (2014) Fairtrade Towns: Ethical Consumers as Architects of a ‘New’ Branded Place. 39th Annual Macromarketing Conference Royal Holloway, University of London, July 2-5, 2014. ISSN 2168-1473
Parsons, M. and Samuel, A. (2014) Place Matters: Reconceptualising the Cognitive Mobilisation Model. 47th Academy of Marketing Conference, Bournemouth University, 7-10 July, 2014.
Samuel, A. (2013) Valorising Sustainable Consumption, 2nd International Conference on Social Responsibility, Ethics and Sustainable Business, Bournemouth University, Bournemouth, September 5th-6th 2013, Editura ASE. ISSN: 2285-7222
Samuel, A, and Emanuel, L. (2012) ‘Fairtrade Towns: Place(ing) Responsibility’ Space and Flows an International Journal of Urban & Extra Urban Studies Volume 2, Issue 2: 191-203. Illinois, Common Ground Publishing.
Samuel, A and Emanuel, L. (2012) Fairtrade Town: Fairtrade Consumption and the Responsibility of Place, 4th Fair Trade International Symposium and GeoFairTrade Conference, Liverpool, April 1st-4th 2012.
Samuel, A. and Emanuel, L. (2011) Place(ing) Responsibility: Fairtrade Towns. 2nd International Conference on Spaces and Flows, Monash University, Prato. November 17-18th 2011.
Samuel, A (2015) ‘Fairtrade Marketing Validating Sustainable Consumption: Empirical Understandings from the Fairtrade Towns Movement’, in, Social Responsibility, Ethics and Sustainabile Business: Theory and Practice. ASE Publishing Hall, Buchares, Romania. ISBN: 978-606-505-833-0
Samuel , A. (2011) ‘Grounding Rapidly Emerging Disciplines: The Fairtrade Towns Movement’, in, Researching Sustainability: A Guide to Social Science Methods, Practice and Engagement. Franklin, A. and Blyton, P, ed, London, Earthscan, 120-136.
Conference Proceedings, Invitations and Others
Samuel, A (2015) ‘Fairtrade Towns positive contributions and future challenges’ The Future of Fair Trade Pioneers Workshop: Balancing Commercial and Social Objectives, London, June 11th.
Samuel, A. and Emanuel, L. (2011) Sensing Place: Using Social Media to Market Place Through Lived Experiences. IV International Critical Tourism Conference, University of Wales Cardiff Institute, July 2nd 3rd 2011.
Samuel, A. (2011) The Marketing Dynamics of Fairtrade a UK Perspective, Elms Business School’s 4th Marketing and Management Alumni Dinner. Elms College, Massachusetts
Bell, A. Emanuel, L and Samuel, A. (2011) Practitioner Designed On-line Learning: Preaching What You Practice. International Technology, Education and Development Conference, Valencia, March 7th-9th 2011.
Samuel, A. and Bell, A. (2009) Engaging the rural in sharing environmental ‘know how’: Insights into small to medium enterprises’ experiences of social networking. 4th Lűneberg International Workshop on Environmental and Sustainable Communication and Learning in Networks September 2009
Samuel, A. (2008) Fairtrade Fortnight: Community Involvement in Promoting Fairtrade. Comment and Analysis, The Centre For Business Relationships, Accountability, Sustainability and Society, Cardiff University.
Chartered Marketer ( Chartered Institute of Marketing)
Fellow of The Chartered Institute of Marketing
International Association for Business and Society
Fellow of the Higher Education Academy
International Review Board 3rd International Conference on Social Responsibility, Ethics and Sustainable Business, Universitate Ramon Llull, Barcelona
Journal Reviewer – Qualitative Research, Marketing Theory, Journal of Macromarketing, Journal of Qualitative Marketing Research.
Associate Editor: 2012 – Space and Flows an International Journal of Urban & Extra Urban Studies Volume 2, Issue 2 and 3
External Examiner – University of Bedfordshire (2014 – ongoing)
External Examiner: Northumbria University School of Information Science and Public Relations (2009 – 2014)
External Examiner, KDU University Malaysia with Northumbria University School of Information Science and Public Relations (2012 – 2014)
Associate Lecturer: Open University Business School (2005- 2013)
Elms College, Springfield, Massachusetts (2011),
Wilkes University, Wilkes Barre, Pennsylvania (2009-10)
Marywood University, Scranton, Pennsylvania (2009-10)
Welsh Assembly Government (2008/2010) value £37,484
Managed a research project that aimed to discover local (Carmarthenshire) businesses practices and strategies influenced through tackling climate change. It explored the barriers to entry in attempting to motivate business practices to become more sustainable and set up an on-line business to business social network for collaboration and vicarious learning.
European (INTERREG) project (2011/ 2013) value £424,664
Academic Lead in marketing. The project aims to empower communities and develop a ‘bottom’ up marketing approach to capture a ‘sense of place’ helping develop the marketing proposition and promotion of a region via on-line social networks.
European (Leonardo) project (2010 /2012) value £242,821
Academic Lead in marketing. The project working with The University of Varna and private partners in Sweden aims to develop a course in web 2.0 marketing skills specifically for the tourism industry.
Early Stage Development Fund (2013) Welsh Government value £6,000
Fesibility study and business plan for the creation of a Center of Excellence in Ceramics at the University of Wales, Trinity Saint David.
In 2006 Anthony joined Cardiff University, The ESRC Centre for Business Relationships, Accountability, Sustainability and Society (BRASS) as a part time (part ESRC sponsored) PhD student. Here working with various stakeholders from the Fair Trade Movement he engaged in empirical research that conceptualised the marketing dynamics of the Fairtrade Towns Movement. Available from Cardiff University http://orca.cf.ac.uk/47570/. Anthony’s PhD was supervised by Professor Ken Peattie and Dr Sue Peattie (Cardiff Business School) and externally examined by Professor Alexander Nicholls (Oxford Said Business School)
Anthony’s qualitative research (Grounded Theory) into place and retail marketing encompasses a cross disciplinary perspective on sustainable and ethical consumption. .
Areas of Expertise
Grounded Theory, Fair Trade Marketing, Place Marketing, Ethical and Socially Responsible Business, Sustainability Marketing, Retail Brands, Ethical / Sustainable Consumption and Consumer Behaviour.
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