Emma Macdonald

Biography

Professor Emma Macdonald completed a Master of Business (by Research) degree at the University of South Australia where she continues as Adjunct Professor 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.

Research Interest

Prof. Emma's research focuses on Marketing strategies and Management.