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)
Conference Papers
- Mera CE, Wilson HN, Adams RJ, Watson R, Macdonald E, .... (2020). Sustainable entrepreneurship as a community of practice (Forthcoming)
- Mollen A, Wilson HN & Macdonald EK. (2017). Consumer Engagement: Metric or Mantra? Scale Development, Validation and Application (An Abstract)
- Esch DT, Wilson HN & Macdonald EK. (2017). An Integrated Model of the Antecedents and Consequences of Touchpoints: An Abstract
- Macdonald E, Wilson H & Kleinaltenkamp M. (2017). Business Solutions: What are they and how do they create value-in-use?
- Wilson H, Champniss G, Macdonald E & Dimitriu R. (2017). A Group at a Time: Using Social Group Effects to Engender Sustainable Consumer Behaviours
- Arkadan F, Macdonald E & Wilson H. (2017). The role of organizational values in customer experience management
- Watson RJ, Roed Nielsen K, Mera C, Wilson HN, Macdonald EK, .... (2017). Policy for sustainable entrepreneurship: A crowdsourced framework
- Champniss G, Wilson HN, Macdonald EK & Dimitriu R. (2017). Bypassing the Attitude-Behavior Gap: Using Social Identity and Norm Effects to Engender Sustainable Consumer Behaviors (An Abstract)
- Arkadan F, Macdonald E & Wilson H. (2016). Customer experience management
- Hemel S, Smart P, Pilbeam C & MacDonald E. (2016). Institutional pluralism and the search for sustainability-oriented innovations
- Watson RJ, Wilson HN, Smart P & Macdonald EK. (2015). Harnessing difference: A capability-based framework for engaging stakeholders in sustainability innovation
- Watson R, Wilson H, MacDonald E & Smart P. (2015). Engaging Stakeholders in Innovation for Environmental Sustainability: A Capability-Based Framework
- Li Konus Wilson H & Macdonald E. (2015). Impact of multi-touchpoint experience affect consumer satisfaction and behaviour: a real-time tracking approach
- Ryals L & Macdonald E. (2015). The Domain of Sustainable Marketing: A Framework and Research Agenda
- Bruce HL, Wilson H & Macdonald E. (2015). You Know you’re Working Class when your TV is Bigger than your Bookcase: Enduring Household Identity Conflict
- Bruce HL, Wilson H & Macdonald E. (2015). Enhancing Customer Perceived Value Measurement: A Multi-Dimensional Index for Television Consumption
- 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
- Champniss G, Wilson H, Dimitriu R & Macdonald EK. (2014). Many Hands Make...Different Work: How Group Effects can Foster Prosocial Behaviours from Consumers
- 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
- Champniss G, Wilson H, Macdonald E & Dimitriu R. (2014). Together we can do it: Using group influence to motivate prosocial consumer behaviour
- Said E, Macdonald E & Wilson H. (2014). How organizations translate customer insight into marketing action
- Bruce HL, Wilson H & Macdonald E. (2014). Enduring Household Identity Conflict: A Study of Mundane, Continuous Consumption
- Bruce HL, Wilson H & Macdonald E. (2013). Investigating Customer Value as it Arises from Customer Experience
- Said E & Macdonald E. (2013). Generating value from market research use: Doing more with less?
- 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). Interconnected Identities: Enduring Identity Conflict in the Household
- 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). 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
- Macdonald E, Konus U & Wilson H. (2013). Multi-touchpoint customer segmentation in relational contexts: Using a real-time experience tracking approach
- Champniss GP, Wilson H, Macdonald E & Dimitriu R. (2013). Together we can do it: Using group influence to motivate prosocial consumer behaviour
- Macdonald E, Baxendale S & Wilson H. (2013). Comparing the impact of brand, retailer and peer to peer touchpoints on consideration in consumer goods
- Baxendale S, Evans N, Macdonald EK & Wilson H. (2012). Measuring advertising effectiveness using a real time experience tracking approach
- Kleinaltenkamp M, Macdonald EK & Wilson H. (2012). You'll never walk along - value co-creation in a usage center
- Said E & Macdonald E. (2012). A study of market research information use by clients of market research providers
- Kleinaltenkamp M, Macdonald EK & Wilson H. (2012). Value co-creation in a usage center
- Macdonald EK, Konus U & Wilson H. (2012). Pleased to meet you: multichannel segments and their covariates
- Clark M, Lemke F, Wilson H & Macdonald E. (2011). Customer experience and customer value: determining the link in B2B settings
- 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
- Kleinaltenkamp M, Macdonald EK & 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
- 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 & Uncles M. (2009). Interaction Value: An Investigation of Consumer Perceptions of the Consumer-Firm Interaction
- 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, Martinez V & Wilson H. (2009). A framework for assessing the value-in-use of product-service systems
- Macdonald E, Martinez V & Wilson H. (2009). Towards the assessment of the value-in-use of product-service systems: A review
- Macdonald E & Uncles M. (2009). Do Savvy Consumers Desire Co-Creation?
- 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. (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
- Ryals L. (2017). Issues in sustainable marketing In Grayson D & Exter N (eds), Cranfield on Corporate Sustainability. Greenleaf, Sheffield.
- Arkadan F, Macdonald EK & Wilson HN. (2017). A Systematic Literature Review of Practices in Customer Experience Management: An Abstract In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing.
- Arkadan F, Macdonald EK & Wilson HN. (2017). Customer Experience Management Practices: A Systematic Literature Review (Abstract) In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing.