Professor Emma Macdonald
Professor of Marketing
(Marketing Group)

Emma Macdonald is Professor of Marketing at WBS. She joined WBS from Cranfield School of Management where she was head of the Marketing & Sustainability faculty and co-Director of the Customer Management Forum. Before joining Cranfield she was a doctoral researcher at London Business School. Prior to joining the academic world, Emma worked in telecomms, including marketing management for professional services at Cable & Wireless Optus, and as a commercial researcher for leading consumer brands.

Emma's teaching and research focuses on strategic marketing (customer insight; customer value; customer experience) and sustainable behaviour (sustainable consumption; collaborative innovation). She has been leading executive-MBA modules for over a decade and is module leader for Marketing on Warwick's Executive MBA programme. Emma's work on better customer insight and social influences has been published in two main feature articles in Harvard Business Review. Her Knowledge Transfer Partnership Projects (UK government research grants) with research agency MESH were recognised as amongst the 'best of the best' for impact by Innovate UK (2015).

Emma obtained her doctorate from the University of New South Wales in Sydney. She completed a Master of Business (by Research) degree at the University of South Australia where she continues as Adjunct Professor in the Ehrenberg-Bass Institute for Marketing Science.

As well as her Harvard Business Review print articles, she has published in a number of academic journals including Journal of Marketing, Journal of Retailing, Journal of Service Research, Journal of the American Statistical Association, Journal of Product Innovation Management, Psychology and Marketing, Industrial Marketing Management, Journal of Business Research, and Technological Forecasting and Social Change.

Research Interests

Emma balances her teaching with a portfolio of research projects.

She is currently looking for doctoral students to join her. Topics of interest include:
1. Marketing practices in purpose-led organisations: What does the marketing department look like in purpose-driven organisations such as Unilever and M&S? How does it look in a BCorp?
2. Sustainable consumer behaviour at scale: Nudging consumer behaviour leading to wide-spread behavioural change.
3. Policy to support sustainable lifestyles: Helping policy makers develop policies for consumers, communities, businesses and entrepreneurs.
And she is open to discussing any great ideas that students may have to research aspects of marketing, consumption and sustainability.

Previous doctoral research topics have included: Insight into action: how do organisations make use of market insight?; Practices of customer experience management; Managing retail customer experience; Multi-touchpoint impact on consumer attitudes and behaviour; Social identity effects on nudging sustainable consumption behaviour; Collaboration for sustainable innovation.