Enterprise and value group

A compelling vision

This Enterprise and Value group contributes internationally excellent and world class research to worldwide discussions on how to enhance value creation processes in the global economy. The group has been formed out of the Marketing Insight Research Unit (MIRU)) and the Finance and Accounting Research Unit (FARU).

Value is a multi-faceted and nuanced concept. Value identification and creation of value propositions are activities at the core of the global economy. Technology, information, and productive capacity combine to create valuable outputs. Globally, financiers, marketers and economists are working together on drivers that reconfigure resources and deliver value propositions for consumers to use in their everyday lives. The enterprise is the entity which offers value propositions. It also provides a useful lens to explore the notion of organisational purpose (values), including both for-profit and social ventures. The Group approaches brands from different functional and disciplinary angles including not-for-profit brands such as destination and resident ‘brands’.

We work on two interconnected yet distinct topics to develop applied insight into enterprise and value:

Enterprise to create value propositions: Perceived value, often framed as value-in-use, is a key aspect of this topic. We look at understanding the consumer experience in the customer-enterprise interaction – whether direct and personal; indirect and mediated by the internet; in a dyad or in a network of stakeholders. The global economy is increasingly an experience economy. How value is created, where it is captured, used and re-configured in this area of the economy, including social ventures, is another aspect of this topic.

Enterprise to measure and capture value: Financial valuation, financial leverage, and financial sustainability represent core challenges for the modern business enterprise and not-for-profit organisation. A key aspect of this topic of research involves examining the accumulation of different asset classes (e.g. intangibles, brands etc.), asset reconfiguration in the post-industrial economy and their contribution to value-creation in rapidly changing financial and consumer markets. This focus on global/systemic productivity is carried out by constructing conceptual frameworks and appropriate methodological approaches for examining financial leverage, sustainability and economy.

A vision for our work

The group makes a key contribution to the following UH strategic objectives:

  • enhancing relationships with business and industry
  • providing expert teaching informed by research, business and the professions
  • creating and developing innovative ideas, products and processes
  • fostering and strengthening research with global partners
  • demonstrating and promoting our positive social, cultural and economic impact
  • attracting and developing outstanding people

Members of this group work within an enabling culture that encourages creative, collegiate and innovative academics to interest themselves in addressing complex contemporary challenges in crafting and shaping enterprise and value, through teaching, research and wider engagement. We are aligned with ‘responsible enterprise’, through the School’s membership of the PRIME programme. We value integrity. We nurture colleagues travelling on the research journey from doctoral student to professor. Together we contribute to UH values by aspiring to be ambitious, collegiate and enterprising.

Currently members of the group are engaged in practice, in teaching and in empirical and policy research. Members use the full range of methodologies in their work.

Current research projects

  • Diamond Fund project (£3360 +£2300 matched funding) ‘Seeing through Hatfield Eyes’ creating awareness of the lived brand of Hatfield residents. PI: Professor Sue Halliday, with visiting professors from Griffith University, Australia; Co-I: Dr Nika Balomenou, heading up Volunteer - Employed Photography section within the project. A collaborative project with the local community and involving the Mayor of Welwyn Hatfield, Cllr Lynn Sparks.
  • Contributing to urban regeneration locally by disseminating findings on the lived brand of Hatfield residents via the Hatfield 2030+ project.
  • Funded by ESRC and FSA (£266,697) Older people's perceptions and experiences of strengths and vulnerabilities across UK food system, 1/09/14 → 31/08/16. Joint project including Prof. Halliday and Dr Ariadne Kapetanaki led by CRIPACC
  • SSAHRI funded from internal competition: Quality of Life and Festival attendance: a case from PI Dr Raphaela Stadler; Co-I Dr Allan Jepson.
  • SSAHRI funded from internal competitions ‘How the eye processes visual stimuli in advertising’. PI Dr Kerrie Bertele; Co-I Dr Ariadne Kapetanaki
  • SSAHRI funded project (2014/15), deemed the best application received by the application panel), led by Dr Kapatenaki and with Dr Bertele and Prof Brennan as co-investigators, entitled “Young people, alcohol & social media: A heady mixture?”
  • Internal HBS Learning & Innovation in Teaching funds: £2k for Professor Brennan and Lynn Vos to explore the epistemological beliefs of undergraduate students of business and enterprise to support their external bid to the Society for Educational Studies.


Under review

  • ANR (French National Research Agency) ‘NETHOMECARE - Networking for a better development, quality, and performance in the home care sector’ (PI: Dr Rozenn Perrigot, Rennes 1 University, Dr Anna Watson Co-I)

In development

  • Developing the epistemological beliefs of undergraduate students of business and enterprise, Professor Ross Brennan and Lynn Vos, application to the Society for Educational Studies. Important and relevant given that flexibility of epistemological beliefs is a key skill that enables graduates to contribute to enterprise and value-creation whether as employees or as small business owners.

Unsuccessful bids that demonstrate the scope of the research group

  • Urban transformation drawing upon expertise across the University in urban planning, cultures and heritage, branding, service innovation, shrinking cities and smart cities. The Centre contributed to a university-wide team bid for the Leverhulme Research Centres fund earlier this year and although they were not chosen by the University the proposal was highly commended. This is now being developed, led by Professor Sue Halliday, into a £400k bid to the RCUK call for Urban Living Partnership pilot projects.
  • ESRC ‘An investigation into the role of entrepreneurial orientation in franchise organisations: a cross cultural perspective’ (Dr Anna Watson PI, with Co-Is from Lancaster, Rennes and Oviedo Universities) (£237,040)

Doctoral supervision

Senior members are regularly invited to act as doctoral external examiners at other universities. Recently, we have acted as external examiners for doctoral examinations at the universities of Leicester, de Montfort University, Hull, Lancaster, Derby and Southern Cross (Australia).

Currently members of the Unit are supervising doctorates as follows:

  • Mir Baloch – social marketing applied to health promotion in Pakistan
  • Marisabelle de Cortes – DDes in service design in peripheral housing communities in Barranquilla, Colombia, with Creative Arts
  • Jeff Papis, Regent’s University – The construction of meaning in events (research context, BMX competitions)
  • Jennifer Ford – tourism marketing impacts on Vancouver Island
  • Suket Parihar - the public/privacy paradox in online social media (Business School Fully Funded Studentship)
  • Datta, Palto. Relationship Marketing and Customer Retention In Bangladesh’s Food Retailing Sector.
  • Professor Brian Smith supervises a cohort of part-time students working in the life sciences sector, with other members of the Business School
    • Zaki Sellam – Understanding the choice of contractual arrangements in asymmetric, dyadic R&D relationships in the life sciences sector
    • Matthieu LeclercChalvet - Why does the extent and rate of adoption of innovative healthcare technologies vary between cases?
    • Oleg Zhurov – Do national cultures influence the ability of MNCs’ affiliates to locally adapt global marketing strategies?

Current and recent consultancy/research assignments/events

  • Collaborative work with the John Lewis Partnership, involving Prof Halliday, Prof Jonathan Morris (School of Humanities) and Dr Grace Lees Maffei (School of Creative Arts), to look for ways of using the valuable archive material held at the JLP Heritage Centre.
  • MIRU organised the 2014 Global Brand Conference on behalf of the Academy of Marketing, attracting over 80 delegates to the three-day event, and subsequently publishing two special issues of refereed journals based on the proceedings of the conference
  • MIRU organised an annual Arts Marketing Symposium on behalf of the Academy of Marketing, a one day event attracting approximately 25 delegates from both universities and arts marketing organisations (the most recent event was held on 19th June 2015)
  • MIRU organised an annual Writing Retreat at Madingley Hall, Cambridge; the most recent event was held from 20th to 22nd July 2015

3 half day workshops for a senior NHS leadership team, led by Prof. Sue Halliday

£1900 Academy of Marketing project improving numeracy through Marketing Simulation Games led by Dr Ross Brennan

£5k HEA national workshop on our work involving Students as Producers

SSAHRI funded project (2015/16) Drs Raphaela Stadler and Allan Jepson, Quality of Life and Festival attendance: a case from St Albans

Group members


  • Professor Sue Halliday

Other group members

Members of the Marketing and Enterprise Department with time allocated to research are:

Early year researchers

Those with aspirations to develop their interests in researching and publishing in the broad area encompassed by the group include members of a number of reading/writing groups initially established by MIRU during 2011/12.

Some are undertaking doctoral studies:

  • Diane Morrad – branding and value in SMEs – comparing and contrasting two annual international events applying branding theory
  • Jan Moorhouse – sustainable food marketing issues with City University
  • Pfavai Nyajeka – marketing for development in South Africa at Manchester Business School
  • Joel Shahar – aspects of leadership in education at Birmingham University
  • Lynn Vos – by publication with the University of Greenwich

Visiting Professors/Associates

  • Professor Bernard Cova visited from the Euromed Management School, Marseille in March 2012
  • Dr Lisa O'Malley visited from Limerick School of Management. Eire, June 2012 and March 2013
  • Dr Bistra Vassileva, visited from The Technical University, Varna, Bulgaria, March 2013
  • Professor David Smith
  • Professor Peter Kellner
  • Professor Owen Davies (History)
  • Professor Jonathan Morris (History)
  • Professor Brian Smith
  • Professor Peter Burns
  • Professor Bill Merrilees and Dr Dale Miller visited from Griffith University (Australia) during March and April 2015, delivered a series of staff and doctoral seminars on academic writing, and participated in the “Seeing Through Hatfield Eyes” project
  • Dr Cesare Amatulli, LUISS, Rome, working with Professors Sue Halliday and Jonathan Morris on a Heritage4Business project on the ‘Made in Britain’ label in Italy 1960-1985 supported by £14k funding
  • Dr. Y. Shinozawa SOAS University of London
  • Dr. Shi Qiu, from the department of Economics and Management of Changsha University
  • Dr. Glen Lehman, School of Commerce, University of South Australia, Editor - Accounting Forum, Elsevier International.