Contact Professor Emma Macdonald


Professor Emma Macdonald obtained her doctorate from the University of New South Wales in Australia and is a fellow of the Higher Education Academy. She completed a Masters of Business (by Research) degree at the University of South Australia where she continues as Adjunct at the Ehrenberg Bass Institute for Marketing Science. She joined Cranfield from London Business School where she researched continuous improvement through incremental innovation. Prior to joining the academic world, Emma worked for several years in telecommunications, including marketing management for telco professional services and in the market research industry as a commercial researcher for leading consumer brands.

Current activities

Professor Emma Macdonald is a Visiting Professor at Cranfield School of Management.

Through her impactful research, Emma has developed tools for unpacking customer value now implemented in many leading organisations. Two Knowledge Transfer Partnership projects (UK Government Grants) focusing on real-time experience tracking with innovative agency, MESH were named amongst the 'best of the best' by InnovateUK and recognised in a 2015 Impact Case by the Economic and Social Research Council (ESRC).

Professor Macdonald's research on solution quality and value-in-use has been published in the prestigious 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 Technological Forecasting and Social Change.


  • Nestlé SA
  • PPG Industries, Inc
  • ARI-Armaturen GmbH & Co. KG
  • Mott MacDonald Group
  • SAS Institute Inc
  • Sport England
  • Turkish Airlines


Articles In Journals

Conference Papers