Dr Anthony Samuel

2026

• Khojastehpour, M. and Samuel, A. 2026. Collaborative governance for public value: a government-led framework of social innovation to address grand challenges. International Journal of Public Administration (10.1080/01900692.2026.2693553)
• Liu, Z. et al., 2026. Introducing exaptation theory to social enterprise innovation: Case study on the Circular Economy Innovation Communities (CEIC) project. Journal of Enterprising Communities: People and Places in the Global Economy (10.1108/jec-10-2024-0195)
• Samuel, A. , Bull, M. and White, G. R. T. 2026. Exploring ecopreneurship and value creation: a case study of Forest Green Rovers Football Club. International Journal of Entrepreneurial Behavior & Research 32 (2), pp.505-528. (10.1108/IJEBR-11-2023-1228)

2025

• Samuel, A. et al. 2025. Boundary objects at play in the world's greenest football club. Strategic Change 34 (1), pp.9-21. (10.1002/jsc.2618)
• Saleh, A. , Peattie, K. and Samuel, A. 2025. Perceptions and practices of corporate social responsibility in Saudi Arabian small to medium size enterprise. International Journal of Business Governance and Ethics (10.1504/IJBGE.2025.10075254)

2024

• Samuel, A. and Strong, C. 2024. Forest Green Rovers. In: Strong, C. ed. Small Enterprise Marketing: Eighteen Case Studies. De Gruyter. , pp.89-94. (10.1515/9783110756142-015)
• Pickernell, D. et al., 2024. Phoenix from the flames? Promoting entrepreneurship to support the economic development of Neath Port Talbot. Entrepreneurship Policy and Practice Insights 2 (2), pp.1-5.
• White, G. R. et al., 2024. Mapping the ethic-theoretical foundations of artificial intelligence research. Thunderbird International Business Review 66 (2), pp.171-183. (10.1002/tie.22368)
• Thomas, R. and Samuel, A. 2024. Collective absolution, practised dubiety, ersatz ethics and permanent positions: An exploration of moral blindness in contemporary collecting. Presented at: 2024 Academy of Marketing Conference Cardiff, UK 1-4 July 2024.
• Samuel, A. and McGouran, C. 2024. Unveiling ecofeminist paradigms in macromarketing - An analysis of Forest Green Rovers. Presented at: 49th Macromarketing Conference Helsinki, Finland 17 - 20 June 2024.
• Thomas, R. and Samuel, A. 2024. Exploring macro level change, paradox and transformation at Treptow: an evaluation of what was, what is and what might be. Presented at: 49th Macromarketing Conference Helsinki, Finland 17 - 20 June 2024. Macromarketing Society, Inc. , pp.359-365.

2023

• James, S. et al. 2023. Introducing ethical theory to the triple helix model: supererogatory acts in crisis innovation. Technovation 126 102832. (10.1016/j.technovation.2023.102832)
• White, G. R. , Samuel, A. and Thomas, R. 2023. Exploring and expanding supererogatory acts: beyond duty for a sustainable future. Journal of Business Ethics 185 , pp.665-688. (10.1007/s10551-022-05144-8)
• Samuel, A. et al. 2023. Chapter 9: Directing ethical consumption through the development of ethical foodscapes. In: Carrigan, M. , Wells, V. and Papadas, K. eds. Research Handbook on Ethical Consumption. Elgar Online. , pp.136-157. (10.4337/9781802202021)
• Bull, M. and Samuel, A. 2023. Ecopreneurship, reimagination and the conceptualisation of 'ecological value'. A case study of Forest Green Rovers Football Club. Presented at: Institute for Small Business and Entrepreneurship Aston University (Birmingham) 8-10 November 2023.
• Samuel, A. et al. 2023. FIFA's Greenest Football Club: delivering and Disseminating Social Innovation at Forest Green Rovers. Presented at: 48th Macromarketing Conference Seattle 19-22nd June 2023.
• Samuel, A. and White, G. 2023. Supererogation theory: towards a macromarketing understanding. Presented at: 48th Annual Macromarketing Conference Seattle 19-22nd June 2023.
• Thomas, R. , Samuel, A. and white, G. 2023. An empirical analysis of the motivation(s) to collect death. A pan cultural study of consumer collectors. Presented at: Academy of Marketing Conference 2023:From Revolution to Revolutions 3: 3 University of Birmingham 3-6 July 2023. Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions. , pp.52-53.

2022

• Samuel, A. et al. 2022. Experiencing the macromarketing dimensions of sustainability: Lessons learned from field trips to the ultra novel. Journal of Marketing Education 44 (3), pp.322-336. (10.1177/02734753211049825)
• White, G. et al., 2022. Antecedents of cybersecurity implementation: a study of the cyber-preparedness of U.K. social enterprises. IEEE Transactions on Engineering Management 69 (6), pp.3826-3837. (10.1109/TEM.2020.2994981)
• Allen, R. A. et al., 2022. Servants and masters: an activity theory investigation of human-AI roles in the performance of work. Strategic Change 31 (6), pp.581-590. (10.1002/jsc.2530)
• Samuel, A. et al. 2022. "The club on the hill": Footballing place as an arena for sustainable and ethical action. Qualitative Market Research: An International Journal 25 (5), pp.570-584. (10.1108/QMR-01-2022-0015)
• Samuel, A. et al. 2022. Social enterprise places: a place-based initiative facilitating syntactic, semantic and pragmatic constructions of legitimacy. Journal of Macromarketing 42 (1), pp.51-70. (10.1177/02761467211040765)
• White, G. et al., 2022. Reconciling social enterprise: beyond the paradox perspective. International Journal of Entrepreneurial Behavior and Research 28 (2), pp.500-526. (10.1108/IJEBR-02-2021-0135)
• Samuel, A. 2022. Detalie de caso: Como un club incorpora lo Social y ambiental a sue nucleo de negocio. In: Domínguez Gómez, J. A. ed. Manuel del Metodo Fair Play Social. Fundacion LaiLiga Enero. , pp.76-81.
• White, G. R. T. et al., 2022. The ecosystem of UK social entrepreneurship: a meta-analysis of contemporary studies. In: Grant Pickernell, D. et al., Disadvantaged Entrepreneurship and the Entrepreneurial Ecosystem. Vol. 14, Contemporary Issues in Entrepreneurship Research Emerald. , pp.193-218. (10.1108/S2040-724620220000014009)
• Samuel, A. and McGouran, C. 2022. Changing football ideology through place. Presented at: Macromarketing Global Conference Online 20-24 June 2022.

2021

• Davies, S. et al., 2021. Dialectics and dilemmas arising from COVID 19 immunity testing: presenting a workforce management paradox. Journal of Work Applied Management 13 (2), pp.227-240. (10.1108/JWAM-11-2020-0052)
• Thomas, R. J. , White, G. R. T. and Samuel, A. 2021. Exploring the motivations to participate in an online brand community: a study of 7-11-year-old children. European Journal of Marketing 55 (8), pp.2308-2343. (10.1108/EJM-09-2019-0730)
• Samuel, A. and Peattie, K. 2021. Fairtrade towns: a community based social marketing perspective in promoting ethical consumption. In: Strong, C. ed. Ethical Approaches to Marketing. De Gruyter. , pp.117-136. (10.1515/9783110659566)
• Thomas, R. J. , White, G. R. T. and Samuel, A. 2021. What are the social and personal drivers to engage in co-creation? A study of UK 7-13-year-olds. Young Consumers: Insight and Ideas for Responsible Marketers 22 (2), pp.202-218. (10.1108/YC-09-2020-1215)
• Samuel, A. et al. 2021. Programmatic advertising: an exegesis of consumer concerns. Computers in Human Behavior 116 106657. (10.1016/j.chb.2020.106657)
• Downes, M. , Evans, S. and Samuel, A. 2021. Reimagining hackathon as a macromarketing methodology for community-based co-operative social entrepreneurship. Presented at: 1st Global Conference of the Macromarketing Society Online 12-15 July 2021.
• Peattie, K. and Samuel, A. 2021. Placing an ethical brand: the fairtrade towns movement. Journal of Marketing Management 37 (15-16), pp.1490-1513. (10.1080/0267257X.2021.1913215)

2020

• Samuel, A. , Peattie, K. and Herman, A. 2020. Fairtrade towns: unpacking the dynamics of locally developed ethical retail geographies. Geoforum 117 , pp.114-123. (10.1016/j.geoforum.2020.09.012)
• Samuel, A. , White, G. R. T. and Mason-Jones, R. 2020. The evolution of the social enterprise. Strategic Change 29 (4), pp.415-416. (10.1002/jsc.2352)
• Samuel, A. 2020. Caravaggio: painting a macromarketing framework in early 1600 Naples [Abstract]. Presented at: 45th Annual Conference of the Macromarketing Society 2020 Bogotá, Colombia 7-10 July 2020.
• Thomas, R. J. , White, G. and Samuel, A. 2020. Exploring children's reactions to sponsorship transition: a study of interpersonal and pro-social demands. Young Consumers: Insight and Ideas for Responsible Marketers 21 (4), pp.419-433. (10.1108/YC-06-2020-1174)

2019

• White, G. R. T. and Samuel, A. 2019. Programmatic advertising: forewarning and avoiding hype-cycle failure. Technological Forecasting and Social Change 144 , pp.157-168. (10.1016/j.techfore.2019.03.020)
• Samuel, A. and Peattie, K. 2019. Fairtrade towns: A community based social marketing perspective in promoting ethical consumption. Presented at: Macromarketing Conference 2019 Cleveland, Ohio, USA 26-29 June 2019. Proceedings of the Micromarketing Conference.
• Samuel, A. 2019. KEYNOTE: Dual meso level marketing dynamics: Merging football with sustainability. Presented at: 8th International Conference on Social Responsibility, Ethics and Sustainable Business Practice University of Minho, Portugal 24-25 October 2019.

2018

• White, G. R. et al., 2018. Social entrepreneurs in challenging places: a Delphi study of experiences and perspectives.. Local Economy 33 (8), pp.800-821. (10.1177/0269094218803313)
• Peattie, K. and Samuel, A. 2018. Fairtrade towns as unconventional networks of ethical activism. Journal of Business Ethics 153 , pp.265-282. (10.1007/s10551-016-3392-3)
• Thomas, S. , White, G. R. T. and Samuel, A. 2018. To pray and play: post-postmodern pilgrimage at Lourdes. Tourism Management 68 , pp.412-422. (10.1016/j.tourman.2018.03.021)
• Samuel, A. 2018. Macromarketing insights ninety minutes at a time: A season with Forest Green Rovers, the world's greenest football club. Presented at: Macromarketing Conference Leipzig 9-12 July 2018. Proceedings Macromarketing Conference 2018. Macromarketing Society Inc.
• Samuel, A. et al. 2018. Influencing fairtrade consumption through servant leadership: Bruce Crowther's story. Society and Business Review 13 (2), pp.170-183. (10.1108/SBR-10-2017-0081)
• Samuel, A. , Peattie, K. and Doherty, B. 2018. Expanding the boundaries of brand communities: the case of Fairtrade Towns. European Journal of Marketing 52 (3/4), pp.758-782. (10.1108/EJM-03-2016-0124)
• White, G. R. T. et al., 2018. Religious heterogeneity of food consumers: the impact of global markets upon methods of production. Journal of Consumer Behaviour 17 (1), pp.3-12. (10.1002/cb.1658)
• Samuel, A. et al. 2018. Unpacking the authenticity gap in corporate social responsibility: lessons learned from Levi's 'Go Forth Braddock' campaign. Journal of Brand Management 25 (1), pp.53-67. (10.1057/s41262-017-0067-z)
• Samuel, A. 2018. Towards a grounded theory of social enterprise places: Building legitimacy and markets for social enterprise. Presented at: Macromarketing Conference Leipzig 09-12 July 2018. Macromarketing Conference 2018: Change between complexity and simplicity. Leipzig: University of Leipzig. , pp.1030-1035.
• Samuel, A. , Brown, K. and White, G. 2018. A season with the vegans of Forest Green Rovers Football Club: A visual typology of visitor reactions. Presented at: 7th International Conference on Social Responsibility, Ethics and Sustainable Business Practice Oslo, Norway 12-13 October.
• Samuel, A. et al. 2018. Social enterprises operating in the South Wales Valleys: A Delphi Study of persistent tensions. Social Enterprise Journal 14 (1), pp.22-38. (10.1108/SEJ-10-2017-0052)

2017

• Martin, H. et al., 2017. Serving from the top: police leadership for the 21st century. International Journal of Emergency Services 6 (3), pp.209-219. (10.1108/IJES-04-2017-0023)
• Samuel, A. , White, G. and Taylor, D. 2017. The potential of place to authenticate corporate social responsibility?. Presented at: 6th International Conference on Social Responsibility, Ethics, and Sustainable Business Berlin, Germany 28-29 September 2017. Published in: Grigore, G. and Stancu, A. eds. The 6th International Conference on Social Responsibility, Ethics, and Sustainable Business. Working Paper Series on Social Responsibility, Ethics and Sustainable Business Vol. 6. , pp.13.

2016

• White, G. and Samuel, A. 2016. Fairtrade and Halal food certification and labeling: commercial lessons and religious limitations. Journal of Macromarketing 36 (4), pp.388-399. (10.1177/0276146715620236)
• 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. (10.1177/0276146715608920)
• Samuel, A. and Raghunathrao, S. 2016. Managing and developing the literature review in grounded theory: methodological implications for macromarketing research. Presented at: 41st Annual Macromarketing Conference Dublin 13-16 July 2016.
• Samuel, A. , Taylor, D. and White, G. 2016. Unpacking the authenticity gap in corporate social responsibility: lessons learned from Levis’s ‘Go Forth Braddock’ Campaign.’ Brands that do good. Presented at: Brands That Do Good' Academy of Marketing and The Journal of Brand Management Bradford, UK 27-30 April 2016.

2015

• Peattie, K. J. and Samuel, A. 2015. Places where people matter: the marketing dynamics of Fairtrade Towns. Social Business 5 (3), pp.237-254. (10.1362/204440815X14441363902438)
• Samuel, A. and Peattie, K. J. 2015. Fairtrade towns: place(ing) activism and sustainability marketing. Presented at: 40th International Macromarketing Conference Loyola University, Chicago, IL, USA 25-28 June 2015.

2012

• Samuel, A. and Emanuel, L. 2012. Fairtrade towns: place(ing) responsibility. Space and Flows: an International Journal of Urban & ExtraUrban Studies 2 (2), pp.191-202.
• Samuel, A. 2012. An empirical study of the marketing dynamics of the Fairtrade Towns movement. PhD Thesis , Cardiff University.

2011

• Samuel, A. 2011. Grounding rapidly emerging disciplines: the Fairtrade Towns movement. In: Franklin, A. and Blyton, P. R. eds. Researching Sustainability: A Guide to Social Science Methods, Practice and Engagement. Earthscan. , pp.120-136.