Contact Professor Emma Macdonald
- Email: emma.macdonald@cranfield.ac.uk
- Twitter: @DrEmmaMacdonald
Background
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.
Clients
- Nestlé SA
- PPG Industries, Inc
- ARI-Armaturen GmbH & Co. KG
- Mott MacDonald Group
- SAS Institute Inc
- Sport England
- Turkish Airlines
Publications
Articles In Journals
- Watson R, Wilson HN & Macdonald EK. (2025). Engagement logics: How partners for sustainability-oriented innovation manage differences between organizational logics. Journal of Product Innovation Management, 42(2)
- Arkadan F, Macdonald EK & Wilson HN. (2024). Customer experience orientation: Conceptual model, propositions, and research directions. Journal of the Academy of Marketing Science, 52(6)
- Watson R, Nielsen KR, Wilson HN, Macdonald EK, Mera C, .... (2022). Policy for sustainable entrepreneurship: a crowdsourced framework. Journal of Cleaner Production, 383(January)
- Watson R, Wilson HN & Macdonald EK. (2020). Business-nonprofit engagement in sustainability-oriented innovation: What works for whom and why?. Journal of Business Research, 119
- Watson R, Wilson H & Macdonald E. (2019). Reconciling Our Differences: Making Partnerships for Sustainability- Oriented Innovation Work. Academy of Management Proceedings, 2019(1)
- Bruce HL, Wilson HN, Macdonald EK & Clarke B. (2019). Resource integration, value creation and value destruction in collective consumption contexts. Journal of Business Research, 103
- Pareek B, Ghosh P, Wilson HN, Macdonald EK & Baines PR. (2018). Tracking the impact of media on voter choice in real time: A Bayesian dynamic joint model. Journal of the American Statistical Association, 113(524)
- Kelleher C, Wilson H, Macdonald EK & Peppard J. (2018). The score is not the music: integrating experience-based and practice-based perspectives on value co-creation in collective consumption contexts. Journal of Service Research, 22(2)
- Watson R, Wilson H, Smart P & Macdonald EK. (2017). Harnessing difference: a capability-based framework for stakeholder engagement in environmental innovation. Journal of Product Innovation Management, 35(2)
- Walker L, Baines PR, Dimitriu R & Macdonald EK. (2017). Antecedents of retweeting in a (political) marketing context. Psychology & Marketing, 34(3)
- Maklan S & Macdonald EK. (2016). Identifying the right solution customers: a managerial methodology. Industrial Marketing Management, 60
- Champniss G, Wilson H, Macdonald EK & Dimitriu R. (2016). No I won’t, but yes we will: driving sustainability-related donations through social identity effects. Technological Forecasting and Social Change, 111
- Macdonald EK, Kleinaltenkamp M & Wilson H. (2016). How business customers judge solutions: solution quality and value in use. Journal of Marketing, 80(3)
- Said E, Macdonald EK & Wilson H. (2015). How organisations generate and use customer insight. Journal of Marketing Management, 31(9-10)
- Baxendale S, Macdonald EK & Wilson H. (2015). The impact of different touchpoints on brand consideration. Journal of Retailing, 91(2)
- Razmdoost K, Dimitriu R & Macdonald EK. (2015). The Effect of Overconfidence and Underconfidence on Consumer Value. Psychology & Marketing, 32(4)
- Macdonald EK, Wilson H, Martinez V & Toossi A. (2011). Assessing value-in-use: A conceptual framework and exploratory study. Industrial Marketing Management, 40(5)
- Baines PR, Macdonald EK, Wilson H & Blades F. (2011). Measuring communication channel experiences and their influence on voting in the 2010 British General Election. Journal of Marketing Management, 27(7-8)
- Barwise P, Meehan S & MacDonald E. (2011). RELENTLESS TIDE: AN UNSTOPPABLE MEGABRAND. Business Strategy Review, 22(2)
- Garnier M & Macdonald EK. (2009). The savvy French consumer: a cross cultural replication. Journal of Marketing Management, 25(9-10)