Professor Michael Saren

Department of Marketing
Professor of Marketing

Contact details

Birmingham Business School
University of Birmingham
B15 2TT

Michael Saren is a Professor of Marketing in Birmingham Business School where he is involved in the responsible and critical marketing research group in the department of marketing. He holds a Ph.D. from the University of Bath and an Emeritus professorship at Leicester University. His research interests are in the development of marketing theory, particularly regarding marketing knowledge, technology, and sustainability. He was a founding editor in 1999 of the journal Marketing Theory (Sage Publications) and is an honorary fellow and lifetime member of the UK Academy of Marketing.


Associate Fellowship of Higher Education Academy 2017 (UK Professional Standards Framework)

Honorary Fellowship and Lifetime Membership of the UK Academy of Marketing  2008

PhD Management 1979 (Bath)

BA (Hons) Economics 1975 (Heriot-Watt)


Michael Saren is Professor of Marketing at Birmingham Business School.  He is also an emeritus professor at Leicester University, where he was head of the marketing division 2004-2014. He was previously head of department at Stirling University, Professor of marketing at Strathclyde University and an honorary professor at St Andrews University.  He was a member of Academic Senate of the Chartered Institute of Marketing 2004-10, the Executive committee of the European Academy of Marketing 2003-9 and has been awarded an Honorary Fellowship and Lifetime Membership of the UK Academy of Marketing.  His research covers several aspects of marketing theory, particularly regarding marketing knowledge, technology, consumer culture and responsible marketing.  In order to promote the broader social science-based aspects of the marketing discipline, he was one of the founding editors in 1999 of the journal Marketing Theory (Sage) and co-editor of Rethinking Marketing (1999, Sage) and author of the introductory textbook Marketing Graffiti: the View from the Street (2006, 2018, Routledge).


As a part-time member of staff Professor Saren has no formal module leadership roles. He has given guest lectures on a number of topics in the past

Postgraduate supervision

Postgraduate MSc Marketing dissertation supervision

PhD supervision


Professor Saren’s primary field of research activity and leadership at Birmingham is in the area of responsible marketing. He currently heads the Responsible Marketing research group in the Department of Marketing at Birmingham Business School. This encompasses several areas of study and levels of analysis, from a micro focus on individuals’ behaviour to that of the business organisation, the social or work group, up to the macro level of industry, sector, national and global perspectives. His second major area of research interest is in Technology, Innovation and New Product Development. This was subject of his PhD research and he has published widely on this and associated topic over many years.

Other activities

Prof Saren was Chair of 26th Innovation and Product Development Management international conference and doctoral consortium in 2019. Other  offices  and roles he has undertaken for international academic organisations include:  Chair of 32nd European Academy of Marketing Conference (EMAC) 200,  

Member of Organising Committee, European Advances in Consumer Research  Conference, Bocconi, Milan, 2007,

Co-Chair of Interdisciplinary Track, 36th European Academy of Marketing Conference, Reykjavik, 2007;

 Member of Organising Committee, 15th International Colloquium on Relationship  Marketing/AMA Summit, Buenos Aires 200;

 Member of Organising Committee, European Advances in Consumer Research Conference, Royal Holloway, University of London, 201o;

Member of Scientific Committee, Critical Management Studies Annual Conference, Naples, 2011;

 Member of Organising Committee and Track Chair, Macromarketing Conference, Frei University of Berlin, 2012;

Member of Academic Senate Chartered Institute of Marketing 2003-9;

Elected UK representative on Executive Committee of the  European Academy of Marketing, 2003-2009;

Member of Advisory Board of Creative Industries Scotland, University of St Andrews, 2009-13;

Member of Faculty of the Doctoral Colloquium, UK Academy of Marketing Annual Conferences 1994 -2021;

Co-organiser of academic symposium funded by the British Academy on ‘Marketing and Music in an Age of Digital Reproduction ‘University of Stirling, 2016;

Member of Judging Committee for the Investment Week Marketing and Innovation Awards  2015 -2022

Member of Editorial Board of European Journal of Marketing, 2004-2010

Member of Editorial Advisory Board, Consumption, Markets and Culture, 2011 – present

Member of Editorial Board of Journal of Political Marketing, 20010 – present

Co-founder and Editor, Marketing Theory, 1999-2011

Member of  Editorial Advisory Board, Marketing Theory, 2011 – present


Recent publications


Saren, M 2017, Marketing Graffiti: The Writing on the Wall, Second Edition. Taylor and Francis.


Gasparin, M, Quinn, M, Green, W, Saren, M & Conway, S 2022, 'Stories of value: business model innovation adding value propositions articulated by Slow Storytelling', Journal of Business Research, vol. 149, pp. 101-111.

Tinson, JS & Saren, MAJ 2022, 'The role of tourism in personal nationalism: a case study', Tourism Management, vol. 93, 104612.

Gasparin, M, Green, W, Lilley, S, Quinn, M, Saren, M & Schinckus, C 2021, 'Business as unusual: a business model for social innovation', Journal of Business Research, vol. 125, pp. 698-709.

Jamalian, M, Kavaratzis, M & Saren, M 2020, 'A happy experience of a dark place: Consuming and performing the Jallianwala Bagh', Tourism Management, vol. 81, 104168.

Kislali, H, Kavaratzis, M & Saren, M 2020, 'Destination image formation: Towards a holistic approach', International Journal of Tourism Research, vol. 22, no. 2, pp. 266-276.

Díaz-Méndez, M, Paredes, MR & Saren, M 2019, 'Improving society by improving education through service-dominant logic: Reframing the role of students in higher education', Sustainability (Switzerland), vol. 11, no. 19, 5292.

Díaz-Méndez, M & Saren, M 2018, 'Managing advertising agency client partnerships for value co-creation: characteristics, categories, and challenges', Marketing Theory.

Goworek, H, Land, C, Burt, G, Zundel, M, Saren, M, Parker, M & Lambe, B 2018, 'Scaling Sustainability: Regulation and Resilience in Managerial Responses to Climate Change', British Journal of Management, vol. 29, no. 2, pp. 209-219.

Goulding, C, Saren, M & Pressey, A 2018, '‘Presence’ and ‘absence’ in themed heritage', Annals of Tourism Research: a social sciences journal, vol. 71, pp. 25-38.

Dey, BL, Balmer, JMT, Pandit, A, Saren, M & Binsardi, B 2017, 'A quadripartite approach to analysing young British South Asian adults’ dual cultural identity', Journal of Marketing Management, vol. 33, no. 9-10, pp. 789-816.

Goulding, C & Saren, M 2016, 'Transformation, transcendence and temporility in theatrical consumption', Journal of Business Research.


Radwan, MB, Patsiaouras, G & Saren, M 2019, To own or to access? An exploration of sharing and access practices by Arab millennials. in Handbook of the Sharing Economy. Edward Elgar Publishing Ltd., pp. 62-74.

Conference article

Quinn, M, Green, W, Lilley, S & Saren, M 2022, 'Re-organizing for public value in the anthropocene', Academy of Management Proceedings, vol. 2022, no. 1.


Sinclair, G & Saren, M 2019, 'Guest editorial', European Journal of Marketing, vol. 53, no. 3, pp. 402-411.

View all publications in research portal