Background

Emma completed a Master of Business (by Research) degree at the University of South Australia where she continues as Adjunct Senior Researcher in the Ehrenberg-Bass Marketing Science Institute.  She obtained her doctorate from the University of New South Wales in Sydney, Australia.  Emma joined Cranfield from London Business School where she researched continuous improvement through incremental innovation.  Prior to joining the academic world, Emma worked for a number of years in telecommunications, including marketing management for professional services at Australia's number 2 telecommunications company, and as a commercial researcher conducting brand, ad, and new product research for leading consumer brands.


Current activities

Emma is Programme Director of the Customer Experience Strategy programme and Module Leader for Strategic Marketing on the Executive MBA.  She is also co-Director of the Cranfield Customer Management Forum, a syndicate of leading organisations who meet regularly to drive forward best practice in marketing.  

Through her research, Emma has developed tools for unpacking customer value now implemented in dozens of leading organisations.  Her research on solution quality and value-in-use has been published in the Journal of Marketing and in Industrial Marketing Management.  Her research on real time customer insight has appeared in the Journal of Retailing and in a main feature article in Harvard Business Review.  She has also published research on nudging customer behaviour through social identity forces in Harvard Business Review and in Technology Forecasting and Social Change (forthcoming). 

Two Knowledge Transfer Partnership Projects (UK Government Grants) with innovative research agency MESH led to the agency growing five-fold over four years.  The partnership was recognised as Economic and Social Research Council (ESRC) impact case in 2015.  Between 2014-16, Emma is co-investigator in a European FP7 Project (EU-InnovatE) with the mission of developing policies in consultation with consumers and entrepreneurs to create "Sustainable Lifestyles and Green Economy in Europe"

Emma has published in: Admap, Harvard Business Review, Industrial Marketing Management, Journal of Business Research, Journal of Marketing, Journal of Marketing Management, Journal of Retailing, Nonprofit and Voluntary Sector Marketing, Psychology and Marketing, and Technology Forecasting and Social Change (forthcoming).


Clients

Emma's mission is to help companies get closer to their customers through better marketing strategy, insight and implementation.  She provides consultancy to organisations such as Mott Macdonald, SAS Analytics, Sport England and Turkish Airlines on customer experience, customer insight processes, and transforming insight into action.


Publications

Articles In Journals

Conference Papers

  • Hemel S, Smart P, MacDonald E & Pilbeam CJ (2014) Searching for sustainability-led innovation: reconciling the unintended consequences of conflicting organizational logics.
  • Chapman S, Maklan S, Nairn A, Dimitriu R & Macdonald E (2014) Effects of Customized Advergames on Children's Persuasion Knowledge, Attitudes, and Food Preferences.
  • Said E & Macdonald E (2013) Generating value from market research use: Doing more with less?.
  • Bruce H, Wilson H & Macdonald E (2013) You Know You're Working Class when your TV is Bigger than your Bookcase: Enduring Household Identity Conflict.
  • Bruce HL, Wilson H & Macdonald E (2013) Interconnected Identities: Enduring Identity Conflict in the Household.
  • Bruce HL, Wilson H & Macdonald E (2013) You Know you're Working Class when your TV is Bigger than your Bookcase: Enduring Household Identity Conflict.
  • Bruce HL, Wilson H & Macdonald E (2013) Built on Sand: Strengthening the Foundations of Customer Value Research.
  • Bruce HL, Wilson H & Macdonald E (2013) Enhancing Customer Perceived Value Measurement: A Multidimensional Index for TV Consumption.
  • Bruce HL, Wilson H & Macdonald E (2013) Investigating Customer Value as it Arises from Customer Experience.
  • Bruce HL, Wilson H & Macdonald E (2013) Enhancing Customer Perceived Value Measurement: A Multidimensional Index for TV Consumption.
  • Bruce HL, Wilson H & Macdonald E (2013) Enhancing Customer Perceived Value Measurement: A Multidimensional Index for TV Consumption.
  • Said E & Macdonald E (2012) A study of market research information use by clients of market research providers.
  • Baxendale S, Evans N, Macdonald EK & Wilson H (2012) Measuring advertising effectiveness using a real time experience tracking approach.
  • Macdonald EK, Konus U & Wilson H (2012) Pleased to meet you: multichannel segments and their covariates.
  • Kleinaltenkamp M, Macdonald EK & Wilson H (2012) You'll never walk along - value co-creation in a usage center.
  • Kleinaltenkamp M, Macdonald EK & Wilson H (2012)

    Value co-creation in a usage center

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  • Clark M, Lemke F, Wilson H & Macdonald E (2011) Customer experience and customer value: determining the link in B2B settings.
  • Kleinaltenkamp M, Macdonald E K & Wilson H (2011) How co-creation processes create value: an exploration in an industrial maintenance context using repertory grid technique.
  • Konus U, Macdonald E & Wilson H (2011) The impact of holistic customer experience: a real-time experience tracking approach.
  • Wilson H, Macdonald E, Lemke F & Clark M (2011) Service quality, usage process quality and value-in-use.
  • Macdonald EK, Wilson H & Konus U (2011) Multichannel customer experience: A real time experience tracking approach.
  • Konus U, Macdonald EK & Wilson H (2011) Tracking Holistic Customer Experience in Realtime.
  • Ryals L & Macdonald EK (2011) The domain of sustainable marketing: A framework and research agenda.
  • Macdonald E & Wilson H (2010) The real-time evolution of brand engagement in the charity sector.
  • Wilson H & Macdonald E (2010) The real-time evolution of multichannel brand engagement.
  • Baines P, Macdonald EK, Wilson H & Blades F (2010) Communication channel experiences and their influence on voting in the 2010 British general election.
  • Macdonald E, Martinez V & Wilson H (2009) Towards the assessment of the value-in-use of product-service systems: A review.
  • Macdonald E, Martinez V & Wilson H (2009) A framework for assessing the value-in-use of product-service systems.
  • Macdonald E & Uncles M (2009) Interaction Value: An Investigation of Consumer Perceptions of the Consumer-Firm Interaction.
  • Macdonald E, Wilson H & Martinez V (2009) Assessing the value-in-use of integrated product-service offerings: A repertory grid approach.
  • Macdonald E & Uncles M (2009) Do Savvy Consumers Desire Co-Creation?.
  • Macdonald EK, Wilson H & Martinez V (2009) Developing a framework for assessing the value-in-use of product-service systems: a case study.
  • Macdonald E & Uncles M (2008) Consumer Savvy: Generational Divide.
  • Macdonald E & Uncles M (2007) Is savvy a gender issue?: An empirical study.
  • Macdonald E & Uncles M (2007) A conceptualisation and analysis of the savvy consumer.
  • Macdonald E & Uncles M (2005) An investigation of the savvy new consumer in Australia.
  • Macdonald E, Patterson P, Razzaque & M (2004) The moderating impact of individualism-collectivism on non-marketing influences on consumer choice for services.

Books

  • Baines P, Dimitriu R, Knox S, Macdonald E, Marcos Cuevas J, Marcos Cuevas J, Knox S & Ryals L (2012) Issues in sustainable marketing. In: Cranfield on corporate sustainability. Grayson D and Exter N (ed.), Sheffield: Greenleaf Publishing, p. 119-132.