معرفی
Professor Emma Macdonald is a Visiting Professor at the Cranfield School of Management, Cranfield University. Her academic background includes a doctorate from the University of New South Wales and a Master's from the University of South Australia, where she also serves as an Adjunct at the Ehrenberg Bass Institute for Marketing Science. Prior to academia, she worked in telecommunications and market research.
- Education: PhD, University of New South Wales; M.Bus (Research), University of South Australia
- Affiliations: Adjunct faculty at Ehrenberg Bass Institute; former role at London Business School
Her research focuses on customer value, real-time customer insight, and sustainability-oriented innovation. Notable contributions include tools for customer value analysis and frameworks for partnership-driven sustainability innovation. Key projects include Knowledge Transfer Partnership initiatives with InnovateUK and ESRC-recognized work on real-time experience tracking with MESH.
Publications span journals like Journal of Marketing, Journal of Retailing, and Harvard Business Review. Her work addresses organizational logics in innovation, customer experience orientation, and the role of social identity in nudging consumer behavior.
Grants and collaborations include UK Government-funded projects and industry partnerships with Nestlé, PPG Industries, and Turkish Airlines. She advises on leveraging customer insights for strategic business outcomes.
