Personal statement

Professor Emma K. Macdonald is
Charles Huang Chair in International Business & Innovation and
Director, Stephen Young Institute for International Business.

Biography:
Following a generous gift to University of Strathclyde from alumnus Dr Charles Huang, Emma joined Strathclyde as Charles Huang Chair in International Business and inaugural Director of the Stephen Young Institute within Strathclyde Business School.

Emma was at Cranfield School of Management for a decade, holding a number of different roles including coDirector of the Cranfield Customer Management Forum for nine years and leader of Cranfield's popular Customer Centric Strategy programme for five years. Emma was Head of the Sustainability and Marketing faculty groups when she left Cranfield to join University of Warwick. As Professor of Marketing at Warwick Business School for four years, Emma led on the prestigious London MBA receiving multiple teaching commendations and an award for pastoral care.

Emma has consulted to organisations across the globe in business and nonprofit sectors, in product and service industries, and in business-to-consumer, business-to-business and government sectors. She has launched and led open and custom executive programmes including on customer experience management and marketing planning. She has led and taught EMBA, FTMBA and Masters level courses for over two decades. She is Visiting Professor in Cranfield’s Sustainable Business Group and alongside colleagues from Cranfield she developed and taught the Sustainable Futures Game which they took to COP26 to demonstrate in the Green Zone.

Emma’s research in sustainability and marketing has been published in Harvard Business Review, and in top-ranked journals including Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Product Innovation Management, Journal of Retailing, Journal of Service Research, Journal American Statistical Association, Industrial Marketing Management, Psychology & Marketing, Journal of Business Research, Journal of Cleaner Production, and Technology Forecasting & Social Change.

Emma completed her PhD at UNSW and is alumnus- and previous Visiting Professor - of the Ehrenberg Bass Marketing Science Institute. Emma has received funding from EPSRC, ESRC, InnovateUK, the European Commission, and the Australian Government. She is Associate Editor for Journal of Business Research, has been ad hoc assessor for InnovateUK, Judge for the IPA's (ad industry) Effectiveness Accreditation, and Vice Chair Sustainability for the British Academy of Management (BAM).

External posts:

2025                    Vice Chair Sustainability, British Academy of Management

2023                    Judge: IPA Effectiveness Accreditation Panel (ad industry)

2023-2025          Associate Editor, Journal of Business Research

2020 ongoing     Visiting Professor, Cranfield School of Management

2020-2024         Guest Lecturer, Infrastructure Systems Institute, UCL

2016-present     Fellow, Higher Education Academy

2011-2020         Adjunct Prof, Ehrenberg-Bass Marketing Science Institute