Location:                          Bronte Hall Room 216, Headingley Campus, Leeds, LS6 3QW

 

Stephen (Steve) Henderson joined the UKCEM as a Senior Lecturer in 2005. His research activities and publications started with his PhD in the late 1970’s before he went into industry developing a career that took him working with blue chip clients (Heinz, KPMG, etc) across Europe and as far as South America. During this period, he gained an MBA from Warwick Business School and embarked on working part-time for the businesses schools at the Universities of Warwick, Durham, Bradford, The Open University and acting as Module Leader for International Marketing at The University of Liverpool. Whilst always being passionate about live music, he has run over 200 concerts and now combines that passion with practical and academic business skills in his role at UKCEM where he lectures in marketing and strategy and supervises students at both undergraduate and postgraduate level.

 

Current Research Interests and Projects

As his wide ranging background has helped to develop many academic and industry contacts, there are a variety of areas that have offered themselves as project opportunities. In an effort to concentrate his activities, he focuses on the audiences for live events looking at who these consumers are, how they behave as well as their impacts on all that surrounds them. Currently, this includes:

How touring performances can remain sustainable

How audiences respond to event and festival organisers who wish to ‘green’ their events 

Consideration of the changing festival scene and the emergence of ‘boutique’ festivals

External Research Activities

Formal research or consultancy projects include the following:

Live Nation (2007) - Review of Wireless Festival (Leeds) including survey of attendees and non-attendees.

Yorkshire Forward (2007) - Marketing support for Settle Festival as part of Renaissance Towns & Cities Programme.

Grassington Festival (2007) - Audience survey to help meet Arts Council requirement.

 

Recent  Publications

Henderson, S. (2009), Cayamo - A case study of a music themed cruise, Marketing Intelligence & Planning, Vol. 27, Issue 4, pp 549 – 557.

Henderson, S. and Hoque, S.F., The impact of ethnicity on the relationship between country of origin and product involvement, Journal of International Consumer Marketing (in press).

Vignali C. and Henderson, S. (2008) Weight Watchers: Social Event Centered Marketing, Journal Of Food Products Marketing, Vol 14 (2), 2008, pp 99-113.

 

Recent Conference Presentations

Henderson, S. (2009) Jack Johnson: A Sustainable Touring Case Study. International Conference on Festival and Event Research, 18th to 21st January 2009. Hosted by Cognizant Communications in Orlando, Florida, USA.

Henderson, S. and Wood, E.H. (2009) All-rounders or single-trackers: Segmenting the music festival audience. Academy of Marketing Annual Conference, Putting Marketing in its Place, 6th to 9th July 2009.  Hosted by Leeds Metropolitan University.

Henderson, S. and Wood, E.H. (2008). Cayamo - A Journey Through Song.  Academy of Marketing Annual Conference, Reflective Marketing in a Material World, 7th to 10th July 2008.  Hosted by The Aberdeen Business School, The Robert Gordon University, Aberdeen.

Henderson, S. (2007) Fan behaviour - A World of Difference. EuroCHRIE Conference 2007, October 25th -27th. Hosted by Leeds Metropolitan University.

Henderson, S. (2007) Technology Broadens The Gap Between Premiership Football Clubs. 4th International Consumer Behaviour and Retailing Tourism Conference, April 11th-14th.  Hosted by the Department of Science, Aziendali, Calabria, Italy.

Henderson, S. (2006) Striking a balance between brand and sponsorship in the festival sector. 2nd Tourism and Hospitality Research Conference, June 13th-14th, Hosted by the Waterford Institute of Technology, Waterford, Ireland.

Henderson, S. (2006) Music To Their Ears - 'Live At Leeds' As A Marketing Tool, 5th DeHaan Tourism Management Conference - Culture, Tourism and the Media, December 12th. NottinghamUniversity Business School.

Henderson, S. and Wood, E.H. (2009) The needle and thread: Assessing large marketing cohorts online. Academy of Marketing Annual Conference, Putting Marketing in its Place, 6th to 9th July 2009.  Hosted by Leeds Metropolitan University.