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Presented by Professor Michael Beverland.
Based around his new book (to be released in 2015), Michael’s presentation will show that far from being a sunset industry (often said to be replaced by services, biotechnology, IT and creative sectors), manufacturing continues to make significant contributions to the economic success stories of many nations. He shows that, however, the sector is in need for an image makeover necessary to attract employees, capital, policy support, media interest, and to encourage universities to develop specialist programs to support the sector, etc. Michael will discuss and provide ideas for manufacturers to capture value through strong branding, multiple pathways to innovation, accessing a symbolic and industrial commons, and engaging in strategies that shape markets to ensure the sustainability of the sector.
Michael Beverland is a Professor in Marketing at the University of Bath in the UK and a Distinguished Research Fellow at RMIT University. Michael teaches and researches on branding related issues and is recognised as an expert in understanding the production of authenticity having published in leading academic journals and a best-selling book Building Brand Authenticity: 7 Habits of Iconic Brands. Michael’s current research interests include reinventing manufacturing, marketplace stewardship, and legacy technologies. His new book on ‘redesigning manufacturing’ has already garnered significant policy interest among the government and manufacturers in the UK.
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