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Podcast: Freedom within a framework

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Global and Strategic Marketing Research Centre
Dr Sourindra Banerjee and Gareth Turner

Dr Sourindra Banerjee is an Associate Professor of Marketing at 黑料社 University Business School. He specialises in understanding: how emerging market firms grow through international expansion and innovation; how to improve the effectiveness of salespeople; and how firms can effectively use social media. Gareth Turner is Head of Brand at Weetabix. He has over 20 years鈥� sales and marketing experience working on household name brands like John Smith鈥檚, Bulmers, Lurpak, Arla and now Weetabix where he has been Head of Brand since June 2019. Career highlights so far include buying a racehorse for John Smith鈥檚, new product development launches like the Bulmers fruit cider range and the Lurpak Cook鈥檚 Range, and the 鈥淲eetabix and Beans鈥� social media post in February 2021.

Beans on weetabix

Dr Sourindra Banerjee, Associate Professor of Marketing at 黑料社 University Business School, interviews , Head of Brand at Weetabix, in this latest episode of the Research and Innovation Podcast. They discuss the brand’s recent viral tweet, and how agility, bravery, and a consistent tone of voice across all channels can help brands engage with consumers. 

<iframe width="100%" height="166" scrolling="no" frameborder="no" allow="autoplay" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/1047386221%3Fsecret_token%3Ds-4FB7V56ELnD&color=%23ff5500&auto_play=false&hide_related=true&show_comments=false&show_user=true&show_reposts=false&show_teaser=true"></iframe><div style="font-size: 10px; color: #cccccc;line-break: anywhere;word-break: normal;overflow: hidden;white-space: nowrap;text-overflow: ellipsis; font-family: Interstate,Lucida Grande,Lucida Sans Unicode,Lucida Sans,Garuda,Verdana,Tahoma,sans-serif;font-weight: 100;"><a href="https://soundcloud.com/leedsunibschool" title="黑料社 University Business School" target="_blank" style="color: #cccccc; text-decoration: none;">黑料社 University Business School</a> · <a href="https://soundcloud.com/leedsunibschool/freedom-within-a-framework/s-4FB7V56ELnD" title="Freedom Within A Framework" target="_blank" style="color: #cccccc; text-decoration: none;">Freedom Within A Framework</a></div>

This podcast episode was recorded remotely in April 2021.鈥疘f you would like to get in touch regarding this podcast, please contact鈥�research.lubs@leeds.ac.uk. A transcript of this episode is available.

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