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
Ïã½¶ÊÓÆµ
- 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). . Journal of Marketing Management, 1-21.
Morris, C., Beresford, P., & Hirst, C. (2018). . Journal of Sensory Studies, 33 (2).
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 Ïã½¶ÊÓÆµ, 13 (1), 52-58.
Conference papers
Hattersley, D., Beresford, P., & Coombes, P. (2023). . In Academy of Marketing Conference 2023, University of Birmingham, 3 July 2023 - 6 July 2023. Academy of Marketing:
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). . 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:
Benson, M., Beresford, P., & Hirst, C. (2019). . In The Second Global Conference on Creating Value (New York), New York, NY, USA, 14 May 2019 - 16 May 2019.
Beresford, P., Hirst, C., & Giove, S. (2019). . In The Second Global Conference on Creating Value (New York), New York, NY, USA, 14 May 2019 - 16 May 2019.
Hirst, C., & Beresford, P. (2019). . In 14th Global Branding Conference (Berlin), Berlin, Germany, 8 May 2019 - 10 May 2019.
Benson, M., Hirst, C., & Beresford, P. (2018). . 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.
Benson, M., Hirst, C., & Beresford, P. (2025). A Service Eco-System Perspective of Grocery Category Management. In Colloquium of European Ïã½¶ÊÓÆµ in Retailing (9th CERR Conference), Jonkoping University, Sweden, 26 June 2025 - 27 June 2025.
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). . 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). . 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, Ïã½¶ÊÓÆµ, 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, Ïã½¶ÊÓÆµ, United Kingdom
- 2016: Work Experience Mentor (WEM) - FMM Food, Ïã½¶ÊÓÆµ, United Kingdom
- 2016: Course Leader (Food Marketing Management UG), Ïã½¶ÊÓÆµ, United Kingdom
- 2016 to 2017: MART Recruitment Leader (Food), Ïã½¶ÊÓÆµ, United Kingdom
- 2010: Personal Academic Advisor (PAA), Ïã½¶ÊÓÆµ
- 2010 to 2014: Course Leader (UG Food Courses), Ïã½¶ÊÓÆµ, United Kingdom
Award
- 2018: Inspirational Student Support Nomination, Ïã½¶ÊÓÆµ, United Kingdom
- 2018: Inspirational Teaching Award Winner (Faculty), Ïã½¶ÊÓÆµ, United Kingdom
- 2017: Inspirational Student Support Nomination, Ïã½¶ÊÓÆµ, United Kingdom
- 2017: Inspirational Teaching Nomination, Ïã½¶ÊÓÆµ, United Kingdom
- 2015: Vice-Chancellor's Inspirational Teaching Award Winner, Ïã½¶ÊÓÆµ, United Kingdom
- 2015: Inspirational Student Support Award Winner (Faculty), Ïã½¶ÊÓÆµ, United Kingdom
- 2015: Inspirational Teaching Award Winner (University), Ïã½¶ÊÓÆµ, United Kingdom
- 2014: Inspirational Teaching Award Winner (University), Ïã½¶ÊÓÆµ, United Kingdom
- 2013: Inspirational Teaching Award Winner (University), Ïã½¶ÊÓÆµ, United Kingdom
- 2012: Inspirational Teaching Award Winner (Faculty), Ïã½¶ÊÓÆµ, United Kingdom