Sarah Mitchell

PHD Student

Sarah Mitchell

Sarah Mitchell

Academic Area(s): Marketing & Reputation
Supervisor(s): Professor Moira Clark, Dr Helen Stride
Research Topic(s): Examining the role of brand in not for profit organisations
s.l.mitchell@pgr.reading.ac.uk

Sarah Mitchell

Sarah Mitchell joins Henley Business School after a successful career in Marketing across manufacturing, retail and not for profit industries – including Tesco, Twinings, Tate & Lyle and Reckitt & Colman. Her key areas of expertise include brand identity, new product development, consumer engagement strategies and portfolio analysis.

Now in the final year of her full time PhD at Henley Business School, Sarah’s research explores the decision making process made by volunteers when choosing a charity. Over 20 million people in the UK alone volunteer and yet the role of the charity brand in that decision is little understood. Sarah is working with five leading charities to better understand how to attract volunteers to their brand and so make best use of their scare resources.

Sarah holds a degree in Economics from Exeter University and an MBA from London Business School, which included an exchange term at Kellogg Business School (USA). Her MBA research project was with J Walter Thomson (London). Sarah is an active member of the Henley Centre for Customer Management and is a personal tutor on the Executive MBA programme.

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