معرفی
Ingrid O'Brien is a Lecturer in Marketing at the Murdoch Business School within the College of Business at Murdoch University, Australia. She also serves as Director of Postgraduate Coursework, overseeing advanced degree programs. Her research focuses on marketing management, customer engagement strategies, value co-creation, and the role of business networks in fostering social initiatives.
Dr. O'Brien holds a Doctor of Philosophy (2010–2015) and a Master of Commerce (2000–2002) in Marketing from the University of Western Australia. Her work emphasizes the intersection of corporate social responsibility (CSR) and customer relationships, exploring how organizations can leverage CSR initiatives to enhance loyalty through strategic engagement.
Her research interests include customer mobilization in CSR programs, utility theory applications for engagement modeling, and the impact of social issue preferences on organizational strategies. Notable contributions include frameworks for integrating social issues into customer loyalty programs and typologies for measuring CSR preferences across industries.
In 2023, she received the Vice Chancellor Leadership Excellence Award from Murdoch University for her academic and leadership contributions. Her work frequently examines cross-organizational comparisons of advocacy programs and community initiatives, particularly in sporting and service-oriented contexts.
Dr. O'Brien’s research has been published in leading journals, spanning topics from deeper learning expectations in education to fan-base loyalty in sports organizations. Despite no explicitly listed grants or advising roles, her focus on actionable strategies for value co-creation positions her as a key contributor to modern marketing theory.
