Michelle Renton

Dr. Michelle Renton is a Senior Lecturer at the School of Marketing and International Business, Victoria University of Wellington. She joined the university in January 2013 and has established herself as an accomplished academic in marketing with expertise in provisioning systems, brand management, and service ecosystems. Her work bridges theoretical marketing concepts with practical applications in energy systems and sustainable consumption.

Dr. Renton's educational background includes:

• BA from University of Auckland, Auckland, New Zealand
• GDipMgmt, BCom (Hons), PhD from University of Canterbury, Christchurch, New Zealand

Her primary research interests focus on marketing innovation, strategic marketing, brand management and branding in SMEs. Dr. Renton has made significant contributions to understanding provisioning systems, particularly in the context of New Zealand's electricity sector, where she examines co-existing logics, values and power dynamics in emerging Distributed Electricity Resources (DER) systems. Her work extends Layton's Marketing Systems theory and explores connections between macromarketing and provisioning systems thinking. She also investigates customer citizenship behavior in digital environments like the Metaverse, and examines sustainable consumption patterns related to age and parenthood.

Dr. Renton has received recognition as the Wellington School of Business and Government's Top Lecturer by the Victoria University of Wellington Student Association. Her scholarly contributions demonstrate consistent excellence across multiple domains of marketing research.

Dr. Renton actively supervises Master's and PhD students, with current doctoral supervision including research on "Investigating Spherical Customer Citizenship Behaviour in Metaverse." She has secured significant research funding, including the WSBG - FSRG grant for "Distributed generation: provisioning electricity and market systems" (2023-2026), which she co-leads with V. Hooper. Her teaching portfolio includes undergraduate courses in marketing principles, marketing communications, and business-to-business marketing, as well as specialized topics like Digital Marketing Management and Marketing for Sustainable Development Goals.

Through her research grant activities and industry engagement with organizations like SEA CAPE - MRP, Dr. Renton maintains strong connections between academic research and practical business applications. Her work on DER systems demonstrates her commitment to addressing real-world challenges in energy transition and sustainability.