Description
Professor Jillian Farquhar – Professor of Management ResearchRecovering the corporate brand: Lessons from an industry crisis
Builds on crisis management studies to advance research on brand recovery from the existing focus on product brand/customer dyad into stakeholder marketing and corporate branding. Based on a single case of industry-dominant corporate brand within an enriched context, the study uncovers a novel framework of corporate brand and stakeholder interactions designed to recover corporate brand and restore trust in the industry. The study offers an evidence-based framework of stakeholder interactions designed to support corporate brand recovery (CBR). The rich data are bounded within a single case. The framework illustrates the importance of drawing on stakeholders in CBR, particularly in an industry crisis, emphasises trust restoration and reveals the peripheral role of customers in corporate brand recovery. The significance of stakeholder networks, particularly in insurance and financial services, in addressing social and ethical issues related to corporate misdeeds is identified. The study contributes new significant insight to brand recovery research in two ways: firstly, by investigating the recovery of brands at corporate level and, secondly, by revealing the interactions of stakeholders and the corporate brand that are geared towards recovery, all within a stricken industry. As the corporate brand and its network respond to an industry wide programme, several of their actions meet SDG 9 goals.
Jillian Dawes Farquhar has been involved in the marketing of financial services for many years with a number of publications to her name. She has recently turned from hunter to gamekeeper and is now engaged in research into consumer indebtedness. She has also developed a strong track record in case study research methods again with a number of publications.
Kalin Penev – Associate Professor, Systems Engineering
Adaptive search heuristics applied to numerical optimisation
In the modern Industry 4 world of billions of connected devices many tasks cannot be resolved analytically and need optimisation. Heuristic algorithms are one of the most efficient algorithms for resolving complex tasks with many variables, parameters, and constraints. This presentation introduces the concept of heuristic search, discusses briefly evolutionary, genetic, swarm and adaptive algorithm their strengths and limitations. It reviews some advanced publications, which contributed to RAE 2008, REF 2014 and REF2021. Further directions conclude the presentation.
Kalin Penev is Associate Professor in Systems Engineering at Solent University. He holds PhD degree for his contribution to the knowledge in Adaptive Heuristics applied to numerical optimisation. The current areas of his main interest are: - fundamental research in Adaptive Heuristic methods for search and optimisation; experimental research in Green Computing - enhancing computers performance, energy efficiency and minimising energy consumption; and analytical research in Information Security Management.
| Period | 22 Jun 2022 |
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| Event type | Seminar |
| Location | Southampton, United KingdomShow on map |
| Degree of Recognition | Local |