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Keith Glanfield



    Research output per year

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    Personal profile


    Dr Keith Glanfield is author of "Brand Transformation", an academic at the Marketing and Strategy Group, Aston Business School, Vice-Chair of the Chartered Institute of Marketing in the Midlands and Chair of the Marketing and Retail SIG for the Brtitish Academy of Managment.

    Having spent over 20 years in senior marketing and commercial positions, in the private and public sectors, Dr Glanfield researches and teaches the transformation of brands and marketing to improve organisational performance, sustainability and stakeholder satisfaction.

    Working in partnership with organisations such as John Lewis, Waitrose and Harris Interactive Keith's academic work is focussed on finding practical solutions to commercial problems together with developing new theoretical insight.

    In bridging the academic and practice divide, Keith's work is not just published in academic journals and widely presented at academic conferences, but is also the subject of regular seminars, workshops and consultancy projects with practicing marketers, managers and their organisations.

    Keith is a Regional Vice-Chair of the Chartered Institute of Marketing, Chair of BAM's Marketing and Retail Special Interest Group and a member of  the British Academy of Management's governing council.

    Teaching Activity

    Keith's teaching encompasses and integrates the latest academic research, new and contempary innovation from marketing / business practice and innovative teaching methods, spanning the full teaching spectrum.  Keith teaches undergradiuate and postgraduate students (working with industry sponsors), works with SME business owners to generate growth, develops corporate managers as part of executive education programmes and delivers seminars and workshops with professional bodies (Chartered Institute of Marketing etc) to evolve thought leadership and share best practice.

    Dr Glanfield is also a Course Director for Msc Strategy and International Business, holds a Masters in Higher Education, is a Fellow of the Higher Education Academy and is experienced in both module and programme development.

    Membership of Professional Bodies

    Keith is highly connected to the marketing profession, business and marketing academe. As a member of the Chartered Institute of Marketing, Keith is Vice-Chair of the CIM Regional Board in the Midlands. In the capacity of a member of the British Academy of Management, he is also Chair of the BAM Marketing and Retail SIG, a Track Chair at the annual BAM conference and a co-opted member BAM's governing council. Also as a Senior FME Fellow and member the Higher Education Academy, Keith is committed to on-going professional development of his teaching.

    Contact Details

    Tel: 0121 204 4982
    Room: ABS 230

    Education/Academic qualification


    Award Date: 25 Jul 2019

    PhD, Aston Business School

    Award Date: 20 May 2019

    MBA, Aston Business School

    Award Date: 23 May 2002

    External positions

    Chair BAM Marketing and Retail SIG

    Jan 2017 → …

    Co-opted member of BAM Council

    Jan 2017 → …

    Vice-Chair CIM Midlands Board

    Oct 2016 → …

    Track Chair BAM Conference (Marketing and Retail)

    Feb 2015 → …

    Treasurer BAM Marketing and Retail SIG

    Jan 2015Dec 2016

    Member of CIM Midlands Board

    Sep 2010Sep 2016

    Fingerprint Dive into the research topics where Keith Glanfield is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

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    Research Output

    The mutuality of mutuals: the role of the corporate brand and it’s brand community in a “moralised” organisation

    Glanfield, K., Reedy, P. & Dose, D., 24 Apr 2019, p. 1-9. 9 p.

    Research output: Contribution to conferencePaper

  • Open Access
  • Corporate Identity: How it is shaped in practice

    Glanfield, K., De Loo, I., Manochin, M. M. & Ackfeldt, A-L., 6 Sep 2018.

    Research output: Contribution to conferencePaper

    Marketing-as-Practice: Does practice make perfect?

    Glanfield, K., Wolf, C. & Burke, G. T., 2 May 2018, (Accepted/In press).

    Research output: Contribution to conferencePaper


    Examining the group-level effects of corporate identity cues on organisational identification and role behaviours

    Author: Daniels-Gombert, G., 2017

    Supervisor: Higson, H. E. (Supervisor), Glanfield, K. (Supervisor) & Leeflang, P. S. (Supervisor)

    Student thesis: Doctoral ThesisDoctor of Philosophy


    The definition, theoretical modelling and empirical research of front-line service employee corporate identity within a UK national grocery retailer: determining the FLE corporate brand identification construct

    Author: Glanfield, K., 2013

    Supervisor: Evanschitzky, H. (Supervisor), Rudd, J. M. (Supervisor) & Saunders, J. A. (Supervisor)

    Student thesis: Doctoral ThesisDoctor of Philosophy



    Best Paper Award

    Keith Glanfield (Recipient), Dec 2014

    Prize: Prize (including medals and awards)

  • Activities

    • 1 Participation in workshop, seminar, course
    • 1 Membership of network

    27th annual British Academy of Management conference 2013

    Keith Glanfield (Participant)
    Sep 2013

    Activity: Participating in or organising an event typesParticipation in workshop, seminar, course

    Chartered Institute of Marketing (External organisation)

    Keith Glanfield (Member)
    2010 → …

    Activity: Membership typesMembership of network