mbemarktg
Department of Marketing
Born in New Zealand, I have held posts in Australia, New Zealand and the United Kingdom. I am currently an Adjunct Professor at Copenhagen Business School. Previously I have worked at University of Bath, University of Melbourne, and Monash University. I started at the University of Sussex on June 1st, 2018. My main area of expertise is brand management; in particular brand authenticity and brand innovation. As well, I write on consumer culture theory, the revival of analog technology, sustainability and dietary practices, design-driven innovation, and manufacturing. My work has been published widely, including in leading journals such as European Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Advertising Research, Journal of Business Research, Journal of Consumer Research, Journal of Macromarketing, Journal of Management Studies, Journal of Marketing Management, Journal of Product Innovation Management, and Marketing Theory (among others). My work primarily draws on qualitative methods, although I am always open to joint projects using mixed approaches. I am currently an Associate Editor at the Journal of Marketing Management(Branding), and for the Fashion Business Teaching Case series with Bloomsbury. I have published teaching materials via the Harvard Business School and my current textbook is Brand Management: Cocreating Brand Meaning (Sage 2018). My previous books include Building Brand Authenticity and Redesigning Manufacturing. In my spare time I travel, listen to live music, take photographs, cycle, drink coffee, and draw. A full list of my publications is available on Google Scholar.
Research interests: marketplace authenticity, the intersection of design and brand management, design driven innovation, consumer culture theory, sustainability and diet, animal rights and consumption-related issues, and creative industries and manufacturing policy.
In: Journal of the Academy of Marketing Science, Vol. 52, No. 2, 3.2024, p. 284-305
In: Organization Studies, Vol. 45, No. 4, 4.2024, p. 571-591
In: Journal of Macromarketing, Vol. 42, No. 2, 6.2022, p. 214-230
In: The Routledge Companion to Corporate Branding. ed. /Oriol Iglesias; Nicholas Ind; Majken Schultz. Abingdon : Routledge 2022, p. 378-394 (Routledge Companions in Business, Management and Marketing)
In: The Generation, Recognition and Legitimation of Novelty. ed. /Gino Cattani; Dirk Deichmann; Simone Ferriani. Bingley : Emerald Group Publishing 2022, p. 253-282 (Research in the Sociology of Organizations, Vol. 77)
In: NIM Marketing Intelligence Review, Vol. 14, No. 1, 2022, p. 31-35
In: Journal of Macromarketing, Vol. 41, No. 4, 12.2021, p. 646-662
In: Journal of Consumer Research, Vol. 48, No. 4, 12.2021, p. 586–609
In: Handbook of Teaching and Learning at Business Schools: A Practice-based Approach. . ed. /Thyra Uth Thomsen; Adam Lindgreen; Annemette Kjærgaard; Eleri Rosier; Aybars Tuncdogan. Cheltenham : Edward Elgar Publishing 2021, p. 178–194
In: European Journal of Marketing, Vol. 55, No. 2, 2021, p. 618-646
In: How to Fast-track Your Academic Career: A Guide for Mid-career Scholars. Cheltenham : Edward Elgar Publishing 2021, p. 225-235 (How To Guides)
In: Industrial Marketing Management, Vol. 90, 10.2020, p. 181-193
In: Industrial Marketing Management, Vol. 88, No. July, 7.2020, p. 255-260
In: Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress. . ed. /Colin Campbell; Junzhao Jonathon Ma. Cham : Springer 2016, 1 p., p. 521 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science)
2.ed.London : SAGE Publications 2021, 432 p.
In: Fashion Business Cases: A Student Guide to Learning with Case Studies. . ed. /Leslie Davis Burns. New York : Fairchild Books 2021, p. 118-123
Boston : Harvard Business School Publishing 2020, 29 p.