Deborah Roberts

Deborah Roberts is Professor of Marketing and Innovation Management at the University of York's School for Business and Society, with extensive industry experience in product development and brand strategy. Her research examines co-creation models where customers actively participate in innovation processes.

Research focuses on open innovation strategies, value co-creation through social media, and organizational adaptation to user-driven innovation models across sectors including healthcare and consumer goods. She investigates how social media platforms enable new forms of market learning and customer engagement.

Publications analyze innovation management frameworks enhanced by customer collaboration, social media integration in product launches, and organizational design for participatory innovation. Recent work explores AI's transformative potential in innovation ecosystems.

She serves on editorial boards including the Journal of Product Innovation Management and develops executive education programs on innovation management internationally.