Contact Professor Emma Macdonald

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

Emma designs and leads customised programmes for global corporations and is Programme Director of Cranfield's Customer Experience Strategy programme, Module Leader for Strategic Marketing on Cranfield's Executive MBA, and Module Leader for Marketing Strategy on the Masters of Management. She is also co-Director of the Cranfield Customer Management Forum, a syndicate of leading organisations who meet quarterly to drive forward best practice in marketing.  

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

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 Nestle, PPG, ARI, Mott Macdonald, SAS Analytics, Sport England and Turkish Airlines on strategic planning, customer experience strategy, customer insight processes, and transforming insight into action.


Publications

Articles In Journals

Conference Papers

  • Mollen A, Wilson H & Macdonald E (2017) Consumer engagement: Metric or mantra? Scale development, validation and application. In: Academy of Marketing Science - World Marketing Congress Paris 2016, IESEG School of Management Paris, 20-22 July 2016.
  • Macdonald E, Wilson H & Kleinaltenkamp M (2017) Business Solutions: What are they and how do they create value-in-use?. In: 5th Naples Forum on Service, Sorrento, 6-9 June 2017.
  • Esch D, Wilson H & Macdonald E (2017) An Integrated Model of the Antecedents and Consequences of Touchpoints. In: Academy of Marketing Science - World Marketing Congress Paris 2016, IESEG School of Management Paris, 20-22 July 2016.
  • Wilson H, Champniss G, Macdonald E & Dimitriu R (2017) A Group at a Time: Using Social Group Effects to Engender Sustainable Consumer Behaviours. In: European Marketing Academy Conference (EMAC) 2017, University of Groningen, 23-26 May 2017.
  • Arkadan F, Macdonald E & Wilson H (2017) The role of organizational values in customer experience management. In: 5th Naples Forum on Service, Sorrento, 6-9 June 2017.
  • Watson RJ, Roed Nielsen K, Mera C, Wilson HN, Macdonald EK, Reisch L & Hemel S (2017) Policy for sustainable entrepreneurship: A crowdsourced framework. In: BAM 2017, Warwick Business School, University of Warwick, 5-7 September 2018.
  • Arkadan F, Macdonald E & Wilson H (2016) Customer experience management. In: Academy of Marketing Science Conference 2016 - Florida, Florida - Disney's Contemporary Resort at Walt Disney's World Magic Kingdom, 17-20 May 2016.
  • Champniss G, Wilson H, Dimitriu R & Macdonald E (2016) Bypassing the attitude-behavior gap: using social identity for norm effects to engender sustainable consumer behaviors. In: Academy of Marketing Science (AMS) World Marketing Congress, Paris, 19-23 July 2016.
  • Hemel S, Smart P, Pilbeam C & MacDonald E (2016) Institutional pluralism and the search for sustainability-oriented innovations. In: 2016 R&D Management Conference, Cambridge, 3-6 July 2016.
  • Watson R, Wilson H, Macdonald E & Smart P (2015) Engaging stakeholders in innovation for environmental sustainability: A capability-based framework. In: 75th Academy of Management Annual Meeting, 2015, Vancouver, British Columbia, 7-11 August 2015.
  • Li, Konus, Wilson H & Macdonald E (2015) Impact of multi-touchpoint experience affect consumer satisfaction and behaviour: A real-time tracking approach. In: European Marketing Academy Conference (EMAC) 2015 Belgium, Leuven, 26-29 May 2015.
  • Watson R, Wilson H, Smart P & Macdonald E (2015) Harnessing Difference: A capability-based framework for engaging stakeholders in sustainability innovation. In: 22nd Innovation and Product Development Management Conference, Copenhagen, 14-16 June 2015.
  • Champniss G, Wilson H, Macdonald E & Dimitriu R (2014) Together we can do it: Using group influence to motivate prosocial consumer behaviour. In: 22nd International Colloquium in Relationship Marketing - “Sustainable relationships: myth or reality?", Newcastle, 8-10 September 2014.
  • Bruce HL, Wilson H & Macdonald E (2014) Enduring Household Identity Conflict: A Study of Mundane, Continuous Consumption. In: Consumer Culture Theory Conference 2014 - Helsinki, Helsinki, 26-29 June 2014.
  • Said E, Macdonald E & Wilson H (2014) How organizations translate customer insight into marketing action. In: 2014 Academy of Marketing Conference, Bournemouth, 7-10 July 2014.
  • Champniss G, Wilson H, Dimitriu R & Macdonald EK (2014) Many Hands Make...Different Work: How Group Effects can Foster Prosocial Behaviours from Consumers. In: ANZMAC 2014 Conference, Brisbane, 1 December 2014.
  • Champniss G, Wilson H, Macdonald EK & Dimitriu R (2014) All For One and One For All: How Quickly-Formed Consumer Groups can Encourage Prosocial Behaviour. In: EMAC 43rd Annual Conference, Valencia, 3 June 2014.
  • Hemel S, Smart P, MacDonald E & Pilbeam CJ (2014) Searching for sustainability-led innovation: reconciling the unintended consequences of conflicting organizational logics. In: 6th International Conference on Sustainability and Responsibility , Berlin, 8 October 2014.
  • Chapman S, Maklan S, Nairn A, Dimitriu R & Macdonald E (2014) Effects of customized advergames on children's persuasion knowledge, attitudes, and food preferences. In: ISM-Open Conference 2014, Milton Keynes, 29 September 2014.
  • Macdonald E, Baxendale S & Wilson H (2013) Comparing the impact of brand, retailer and peer to peer touchpoints on consideration in consumer goods. In: American Marketing Association Summer Educators Conference, Boston, MA, 9-11 August 2013.
  • Champniss GP, Wilson H, Macdonald E & Dimitriu R (2013) Together we can do it: Using group influence to motivate prosocial consumer behaviour. In: American Marketing Association Summer Educators Conference, Boston, MA, 9-11 August 2013.
  • Macdonald E, Konus U & Wilson H (2013) Multi-touchpoint customer segmentation in relational contexts: Using a real-time experience tracking approach. In: European Marketing Academy Conference (EMAC) Doctoral Colloquium, Istanbul, 4-7 June 2013.
  • Said E & Macdonald E (2013) Generating value from market research use: Doing more with less?. In: Academy of Marketing Conference, Cardiff, 8 July 2013.
  • 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. In: American Marketing Association Summer Educators Conference, Boston, MA, 9 August 2013.
  • Bruce HL, Wilson H & Macdonald E (2013) Interconnected Identities: Enduring Identity Conflict in the Household. In: 42nd European Marketing Academy Conference, 2013, Istanbul, 4 June 2013.
  • 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. In: 42nd Academy of Marketing Science Annual Conference, 2013, Monterey Bay, California, 15 May 2013.
  • Bruce HL, Wilson H & Macdonald E (2013) Built on Sand: Strengthening the Foundations of Customer Value Research. In: Consumer Culture Theory Conference 2012, Oxford, 16 August 2012.
  • Bruce HL, Wilson H & Macdonald E (2013) Enhancing Customer Perceived Value Measurement: A Multidimensional Index for TV Consumption. In: 42nd Academy of Marketing Science Annual Conference, 2013, Monterey Bay, California, 15 May 2013.
  • Bruce HL, Wilson H & Macdonald E (2013) Investigating Customer Value as it Arises from Customer Experience. In: Academy of Marketing Conference 2012, Southampton, 2 July 2012.
  • Bruce HL, Wilson H & Macdonald E (2013) Enhancing Customer Perceived Value Measurement: A Multidimensional Index for TV Consumption. In: 42nd European Marketing Academy Conference, 2013, Istanbul, 4 June 2013.
  • Bruce HL, Wilson H & Macdonald E (2013) Enhancing Customer Perceived Value Measurement: A Multidimensional Index for TV Consumption. In: American Marketing Association Summer Educators Conference, Boston, MA, 9 August 2013.
  • Said E & Macdonald E (2012) A study of market research information use by clients of market research providers. In: ANZMAC 2012 Conference , Adelaide, 3 December 2012.
  • Baxendale S, Evans N, Macdonald EK & Wilson H (2012) Measuring advertising effectiveness using a real time experience tracking approach. In: Wharton Future of Advertising Empirical Generalisations Conference, Philadelphia, 31 May 2012.
  • Macdonald EK, Konus U & Wilson H (2012) Pleased to meet you: multichannel segments and their covariates. In: European Marketing Academy Conference (EMAC), Lisbon, 22 May 2012.
  • Kleinaltenkamp M, Macdonald EK & Wilson H (2012) You'll never walk along - value co-creation in a usage center. In: ANZMAC/KSMS Joint Symposium at the Global Marketing Conference, Seoul, 19 July 2012.
  • Kleinaltenkamp M, Macdonald EK & Wilson H (2012)

    Value co-creation in a usage center

    . In: ISBM Academic Conference, Chicago, 15 August 2012.
  • Clark M, Lemke F, Wilson H & Macdonald E (2011) Customer experience and customer value: determining the link in B2B settings. In: International Colloquium on Relationship Marketing, Rochester, New York, 27 September 2011.
  • 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. In: Australian New Zealand Marketing Academy (ANZMAC), Perth, 28 November 2011.
  • Konus U, Macdonald E & Wilson H (2011) The impact of holistic customer experience: a real-time experience tracking approach. In: INFORMS Marketing Science Conference 2011, Houston, TX, 9 June 2011.
  • Wilson H, Macdonald E, Lemke F & Clark M (2011) Service quality, usage process quality and value-in-use. In: EMAC 40th Conference, Ljubljana, 24 May 2011.
  • Macdonald EK, Wilson H & Konus U (2011) Multichannel customer experience: A real time experience tracking approach. In: EMAC 40th Conference, Ljubljana, 24 May 2011.
  • Konus U, Macdonald EK & Wilson H (2011) Tracking Holistic Customer Experience in Realtime. In: INFORMS Marketing Science Conference 2011, Houston, TX, 9 June 2011.
  • Ryals L & Macdonald EK (2011) The domain of sustainable marketing: A framework and research agenda. In: Academy of Marketing Science Conference 2011, Coral Gables, Florida, 24 May 2011.
  • Macdonald E & Wilson H (2010) The real-time evolution of brand engagement in the charity sector. In: 18th International Colloquium on Relationship Marketing, Henley Business School, University of Reading, 27 September 2010.
  • Wilson H & Macdonald E (2010) The real-time evolution of multichannel brand engagement. In: 39th EMAC Conference, Copenhagen, Denmark, 1 June 2010.
  • Baines P, Macdonald EK, Wilson H & Blades F (2010) Communication channel experiences and their influence on voting in the 2010 British general election. In: Academy of Marketing Political Marketing Specialist Interest Group, Chester, 8 October 2010.
  • Macdonald E, Martinez V & Wilson H (2009) Towards the assessment of the value-in-use of product-service systems: A review. In: Performance Management Association Conference, Dunedin, New Zealand.
  • Macdonald E, Martinez V & Wilson H (2009) A framework for assessing the value-in-use of product-service systems. In: POMS 20th Annual Conference, Orlando.
  • Macdonald E & Uncles M (2009) Interaction Value: An Investigation of Consumer Perceptions of the Consumer-Firm Interaction. In: ANZMAC 2009 Conference, Melbourne, 2 December 2009.
  • Macdonald E, Wilson H & Martinez V (2009) Assessing the value-in-use of integrated product-service offerings: A repertory grid approach. In: 18th Annual Frontiers in Service 2009, Honolulu, 29 October 2009.
  • Macdonald E & Uncles M (2009) Do Savvy Consumers Desire Co-Creation?. In: Academy of Marketing Annual Conference 2009, Leeds, 6 July 2009.
  • Macdonald EK, Wilson H & Martinez V (2009) Developing a framework for assessing the value-in-use of product-service systems: a case study. In: EIASM 2009 Naples Forum on Services, Capri, 16 June 2009.
  • Macdonald E & Uncles M (2008) Consumer Savvy: Generational Divide. In: Academy of Marketing Annual Conference 2008, Aberdeen.
  • Macdonald E & Uncles M (2007) Is savvy a gender issue?: An empirical study. In: ANZMAC 2007 Conference, University of Otago, Dunedin.
  • Macdonald E & Uncles M (2007) A conceptualisation and analysis of the savvy consumer. In: Academy of Marketing Conference 2007, Kingston upon Thames.
  • Macdonald E & Uncles M (2005) An investigation of the savvy new consumer in Australia. In: ANZMAC 2005 Conference, Fremantle.
  • Macdonald E, Patterson P, Razzaque & M (2004) The moderating impact of individualism-collectivism on non-marketing influences on consumer choice for services. In: ANZMAC 2004 Conference, Wellington, 29 November 2004.
  • Arkadan F, Macdonald E & Wilson H A systematic literature review of practices in customer experience management. In: Academy of Marketing Science - World Marketing Congress Paris 2016, IESEG School of Management Paris, 20-22 July 2016.
  • Baxendale S, Macdonald E & Wilson H How different brand encounters impact brand purchase choice. In: European Marketing Academy Conference (EMAC) 2017, University of Groningen, 23-26 May 2017.
  • Watson RJ, Wilson HN, Smart P & Macdonald EK Engaging stakeholders in innovation for environmental sustainability: a capability-based framework. In: Academy of Management Annual Conference, 2015**, Vancouver, British Columbia (75th), 7-11 August 2015.
  • Watson RJ, Wilson HN, Smart P & Macdonald EK Harnessing difference: A capability-based framework for engaging stakeholders in sustainability innovation. In: 22nd International Product Development Management Conference, Copenhagen, 14-16 June 2015.

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.