Anthony Samuel

Dr. Anthony Samuel is an Associate Professor (Reader) at Cardiff Business School, Cardiff University. His multidisciplinary research focuses on the intersections of marketing, social enterprises, and responsible business practices. Samuel holds a PhD from Cardiff University, an MBA from Lincoln University, and a BA in Business Enterprise from Wolverhampton University.

His research examines:

• Ethical and sustainable business models
• Marketing dynamics in social enterprises
• Place management and community-based marketing
• Consumer ethics in digital environments
• The role of sports organizations in promoting sustainability

Recent publications demonstrate strong focus on ethical consumption patterns, sustainability in sports marketing (particularly football clubs), social enterprise development, and the ethical implications of emerging technologies like AI and programmatic advertising.

Honors and awards include:

• European INTERREG RE:ACT Project (£424,664)
• European Leonardo Project (£242,821)
• Hodge Foundation Grant (£20,000)
• Welsh Assembly Government Greening Business Grant (£37,484)
• WISERD ESRC Event Fund (£3,000)

Samuel teaches marketing courses across executive, postgraduate and undergraduate programs, including the Executive MBA and MSc in Business Strategy. He currently supervises PhD student Morteza Khojastehpour and serves as Associate Editor for the Journal of Macromarketing. His industry collaborations include partnerships with ASPECT, The Hodge Foundation, and Cwmpas to develop social enterprise initiatives.