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Dr. Joanne McNeish
Associate Professor
DepartmentMarketing Management
EducationBA, MBA, PhD
Phone416-979-5000, ext. 552425
Overview
Joanne's research takes a unique perspective on exploring innovation adoption. While most research focuses on consumers’ reactions to adopting new technologies, her research focuses on their refusal to give up incumbent (analog) technologies. Rather than identifying users’ intransigence as it is currently conceptualized, Joanne believes that the behaviour should be labelled as resistance to discontinuing an incumbent technology because of the concurrent appearance of simultaneous technology use behaviour.
Joanne focuses on understanding the attitudes and behaviour of simultaneous technology users. Consumers who display simultaneous use behaviour have consciously considered the benefits of both the incumbent and replacement technology. The long-term use of both suggests that they believe each technology has significant benefits that one or the other does not. When a company attempts to remove the incumbent technology from use, consumers’ distrust of the company increases.
Joanne is particularly interested in paper documents (e.g. bills and statements, textbooks, flyers, catalogues) as powerful examples of resilient technologies used simultaneously with digital technologies. Paper documents are fascinating to explore since they are widely available and consumers are very familiar with them. However, until her research, their meaning and function to consumers have been obscured from researchers’ view due to their ubiquity and familiarity. During the COVID-19 pandemic, Joanne documented how paper signs were critical in communicating new social distancing behaviours to customers.
Before joining the Ted Rogers School of Management, Joanne held senior research, marketing and advertising positions in public and private sector companies. In 2002, she was made a Professional Marketing Research Society Fellow. The PMRS Fellows program provides deserving recognition to those who have made distinguished contributions to marketing research in Canada. Joanne was one of the youngest candidates and one of only a handful of women to be so honoured. She received her PhD (Management) from the Sprott School of Business at Carleton University in 2010.
Simultaneous use, resistance to discontinuing, incumbent technology, replacement technology, paper documents (books, flyers, catalogues, invoices and bills), trust and distrust, redundancy, permanence, branding, advertising, innovation adoption, tourism and entertainment, retail, banking, and postal administrations.
| Journal articles and Academic presentations |
|---|
| McNeish, J. and Neufeldt, J. (2024). Lactalis: Is It Time to Shift the Strategic Priority from Financial Growth to Environmental Sustainability? 2024 Atlantic Schools of Business Conference Proceedings, Halifax, Nova Scotia, Canada. |
| McNeish, J. and Tsigos, M. (2023). Hugo Boss - Managing the Brands During Periods of Transformation. 2023 North American Case Research Association Conference. October 5-7, 2023. San Antonio, Texas. USA. |
| McNeish, J. (2023). How Printers and the Development of their Technology Were Part of Evolution of Edinburgh Festival Fringe. 2023 CHARM, June 1-3, 2023. Durham, North Carolina. USA. |
| McNeish, J.E. and Neufeldt, J. (2022). Can Nestlé Transform from a Corporation That ‘Talks About Doing Good’ to ‘Doing Good’ for the Environment? In: Bhattacharyya (external link, opens in new window) , J. (eds) Dealing with Socially Responsible Consumers. Palgrave Macmillan. Singapore. |
| Francescucci, A., McNeish, J. and Taylor, N. (2022). Introduction to Marketing. Open Education Textbook. pressbooks.library.torontomu.ca/marketing |
| McNeish, J. (2022). How Retiring Employees Can Facilitate Knowledge Sharing Activities. Available at SSRN: hhtps://ssrn.com/abstract=4090802. |
| Gruzd, A. and McNeish, J., Halevi, L.D. and Phillips, M. (2021). Seeing Self in Data: The Effect of a Privacy Literacy Intervention on Facebook Users’ Behaviour (external link, opens in new window) . Available at SSRN. |
| Neufeldt, J. and McNeish, J. (2021). Let Me Entertain You: Musical Theatre Performance During Covid-19. 2021 Atlantic Schools of Business Conference Proceedings (Online). |
| McNeish, J. (2020). Retail Signage During the COVID-19 Pandemic (external link, opens in new window) . International Journal of Signage and Wayfinding, 4(2), 67-89. |
| McNeish, J. (2020). “A Visitor Attraction: Printing for Tourists”, Centre for Printing History and Culture, July 14-15, 2020, The Hub, Appleby-in-Westmorland, Cumbria, UK. |
| McNeish, J. (2019). “Paper Flyers in the Age of Social Media”, 2019 Conference on Historical Analysis & Research in Marketing (CHARM): Exploring Identity Building: Marketing History as an Instrument of Transformation, May 16-19, 2019, Ottawa, ON. Canada. |
| McNeish, J. (2019). “Cyber Attacks in Banking: Why Many Digital Users Continue to Insist on Paper Bills and Statements”, 2019 “Revisiting the Information Future: The Internet and Beyond,” the Good, the Bad, and the Ugly Symposium, March 28-29, 2019, Hamline School of Law, St. Paul, Minnesota. |
| McNeish, J. (2019). “But, It’s Not My Fault, How Students and IT Providers Underestimate Risks of Self-Serve Technology”, 2019 Ryerson IT Conference, May 23, 2019, Ryerson University, Toronto, ON Canada |
| McNeish, J. (2019). “Exploring the Power of Social Media Platforms and Cloud-Based Software to Limit Access to Consumers’ Data” (Poster), 2019 Lazaridis Marketing Symposium, April 26, 2019, Wilfrid Laurier University, Waterloo, ON Canada. |
| Gruzd, A. and Jacobson, J. (Organizers); Panelists Burkell, J, McNeish, J. and Quanhasse, A. (2018) “Social Media Users' Privacy Expectations and the Ethics of Using Their Data by Third Parties”, 2018 Association of Internet Researchers Conference: Transnational Materialities, 10-13 October 2018, Montreal, QC, Canada. |
| McNeish, J., A. Francescucci and U. Hazra (2016). “Exploring Consumers’ Reluctance to Give Up Local Hard Drives After Adopting the Cloud. (external link, opens in new window) ” Journal of Information Communications, and Ethics, 14(2), 9-20. |
| McNeish, J., M. Foster, A. Levin (2016). “Holding Users Hostage: Data Portability on Social Media and Cloud-Based Platforms.” Interim Presentation, Dean’s Research Series, Ryerson University. Toronto. ON, Canada. November 2016. |
| McNeish, J. (2016).”Adoption or Not, It’s Just Not That Simple.” Final Presentation. Dean’s Research Series, Ryerson University. Toronto. ON, Canada. April 2016. |
| Kolan, B. and J. McNeish (2015). “Confronting the Illusion of Technological Expertise Among College and University Students (external link, opens in new window) .” Journal of Pedagogy, Pluralism, & Practice. 7(1). 1-21. |
| McNeish, J. and I. Yavetz (2015). ”Beyond Functionality - Exploring the Differences Between Paper and Digital Maps: The Traveller’s Perspective. (external link, opens in new window) ” Presented at 2015 Travel and Tourism Research Association Canada Conference. September 23-25, 2015. Niagara Falls, ON, Canada. |
| Yavetz, I. and J. McNeish (2015). “Creating Tangible Experiences and Memories: Identifying Simultaneous Users of Traditional and Innovative Services.” Presented at 14th International Research Symposium on Service Excellence in Management. June 18-21, 2015, Shanghai, China |
| McNeish, J. (2015). “Consumer Trust and Distrust: Retaining Paper Bills in Online Banking. (external link, opens in new window) ” International Journal of Bank Marketing, 33(1), 5-22. **Selected by journal’s editorial team as a Highly Commended Paper in the 2016 Emerald Literati Network Awards for Excellence |
| McNeish, J. and U. Hazra (2014) “Interpreting Simultaneous Use of an Existing Technology and its Replacement Innovation (external link, opens in new window) .” International Journal of Technology Marketing, 9 (4), 376-391. Database. |
| McNeish, J., M. Foster, A. Francescucci and B. West (2014). “Exploring E-book Adopters' Resistance to Giving Up Paper”. International Journal of the Book, 11(4). Database. |
| McNeish, J. A. Francescucci, and U. Hazra (2014). ”The Cloudy Future: Simultaneous Users’ Perceptions of the Cloud and Local Storage.” 47th Academy of Marketing Conference Marketing Dimensions: People, Places and Space. Dorset, UK. July 8-10. |
| McNeish, J. (2014). ”Comparing Paper and e-Book Usage Among Different Types of Simultaneous Users.” 47th Academy of Marketing Conference Marketing Dimensions: People, Places and Space. Dorset, UK. July 8-10. (Poster). |
| McNeish, J. (2014). “The Curious Case of Innovators Who Simultaneously Resist Giving Up Paper Bills (external link) .” 2014 ICAR Symposium. Kiel, Germany. July 4-5, 2014, |
| McNeish, J. (2014). “Digital Native Parents’ Resistance to Giving Up Paper Books.” 2014 Media Ecology Conference, Confronting Technopoly: Creativity and Creative Industries in Global Perspective. Toronto, ON, Canada. June 19-22, 2014. |
| McNeish, J. and B. Kolan (2014). “A Cross-Cultural Study on Digital Delivery of Academic Course Content.” International Conference on Higher Education, 2014, Tel Aviv, Israel, 14-16 March 2014. |
| McNeish, J., M. Foster, A. Francescucci and B. West (2012). “The Surprising Foil to Online Education: Why Students Won’t Give Up Paper Textbooks (external link, opens in new window) .” Journal of Advancement in Marketing Education, 20 (3), 37-48. Print and Database. |
| McNeish, J. and I. Mann (2010). “Knowledge Sharing and Trust in Organizations (external link, opens in new window) .” The IUP Journal of Knowledge Management. 8 (1&2), 18-38. Database |
| Other articles and media mentions |
| NewsRadio 570 (CKGL-AM). Part of the Friday Four Panel (external link, opens in new window) moderated by Mike Farwell. Group meets to discuss four topics every five weeks (March 23, 2024, April 4, July 26, September 6, October 18, November 22, January 17, 2025). |
| 680 CJOB Winnipeg. Interviewed on the Connecting with Hal Anderson show (external link, opens in new window) about the impact of a brand crisis and the Liberal party. January 7, 2025. |
| Toronto Star. Interviewed by Estella Ren for a story about the Canada Post strike and Christmas cards (external link, opens in new window) . December 4, 2024. |
| Global News Toronto. Interviewed by Caryn Lieberman for a story about Black Friday - How is it different this time around? (external link, opens in new window) November 29, 2024. |
| TMU On the Record. Interviewed by Nicole Lim for story, Canada Post Union Gives 72-hour Strike Notice (external link, opens in new window) . November 13, 2024. |
| Canadian Press. Interviewed by Nicole Thompson for story, Taylor Swift tour dates expected to inject hundreds of millions into Toronto economy (external link, opens in new window) . October 15, 2024. Also picked up by more than 100 outlets. |
| Canadian Business. Interviewed by Tara Deschamps for story, Private equity firm Birch Hill signs deal to buy Rexall Pharmacy and Well.ca (external link, opens in new window) . September 5, 2024. 65 mentions. |
| Canadian Business. Interviewed by Tara Deschamps for story, Toronto film festival touts new brand partnerships ahead of first fest without Bell (external link, opens in new window) . September 3, 2024. 75 mentions. |
| Retail Wire (external link, opens in new window) . Globe and Mail Opinion piece quoted in article: When Does Store-Within-a-Store Provide Equal Benefits? (external link, opens in new window) August 26. 2024. |
| 630 CHED, Edmonton and QR 770, Calgary. Interviewed by Shaye Ganam about the store within a store concept based on my Globe and Mail Opinion Piece. August 13, 2024. |
| McNeish, J. (2024). The rise of the store-within-a-store, a retail innovation to help save physical shopping: Store with the store (external link, opens in new window) . Globe and Mail Opinion Piece. August 12, 2024. |
| Global News 640 Hamilton, 900 CHML and 980 CFPL. Interviewed by Scott Radley about how McDonalds Restaurant are no longer cheap, easy and quick. August 8, 2024. |
| Canadian Business. Interviewed by Tara Deschamps for the story, Lululemon has 'nothing to worry about' after Olympic uniform backlash: Marketers (external link, opens in new window) . August 8, 2024. |
| Canadian Business. Interviewed by Tara Deschamps for story: Recalled plant-based milk brands must rebuild trust by apologizing: Marketers (external link, opens in new window) . July 18, 2024. Picked up by 65 outlets. |
| Global News 640 Hamilton, 900 CHML. Interviewed by Scott Thompson about Amazon Prime Day scams. July 17, 2024. |
| 680 CJOB. Interviewed by Hal Anderson on the decline in customer service and whether the customer is always right is over. June 25, 2024. |
| Canadian Press. Interviewed by Tara Deschamps for the article After quietly closing stores, Rooms + Spaces merchandise creeping into Toys "R" Us (external link, opens in new window) . June 28, 2024. Picked up by over 20 outlets. |
| Canadian Press. Interviewed by Ian Bickis for the article on oil and gas industry making risky play in response to greenwashing law: experts (external link, opens in new window) . June 21, 2024. Picked up by 20 media outlets. |
| Global News Talk Radio AM640. Interviewed by Kelly Cutrara about Simons entering the Ontario retail space and Tim Hortons celebrating International Donut Day with a collaboration with Adidas Samba. June 7, 2024. |
| Global News Talk Radio AM640. Interviewed by Rick Zamperin about the ability for consumers to opt out of Mother’s Day promotional messages. May 8, 2024. |
| Global News Talk Radio AM640. Interviewed by Rick Zamperin about the potential consumer boycott of Loblaws April 29, 2024. |
| Mackaycartoons. Quoted in story by Graeme MacKay. Slap Shot or Slap in the Face? (external link, opens in new window) April 20, 2023. |
| Canadian Press. Interviewed by Tara Deschamps about Indigo going private (external link, opens in new window) . April 11, 2024, published April 19, 2024 in over 100 print and broadcast media outlets. |
| CityNews 680 (CFTR). Interviewed by Kris McCusker about how retailers are giving customers the option to opt out of Mother’s Day (and Father’s Day) emails. March 25, 2024 for airing April 6, 2024. |
| Global News Talk Radio AM640. Interviewed by Kelly Cutrara about McDonald's menu of 'customer hacks'. April 4, 2024. |
| Canadian Press. Interviewed by Tara Deschamps about Toys R Us and HMV partnering to create HMV store within a store (external link, opens in new window) . February 1, 2024. |
| Canadian Press. Interviewed by Tara Deschamps about Firehouse Subs pitches first responders, vets in opening restaurants as rivals circle (external link, opens in new window) . January 24, 2024. Picked up over 40 outlets. |
| Canadian Press. Interviewed by Tara Deschamps about the entry of Jimmy Johns and Jersey Mike restaurant chains into Canada. January 17, 2024. Picked up by over 60 outlets including Globe and Mail. |
| Global News 640 Hamilton, 900 CHML and 980 CFPL. Interviewed by Scott Radley about Krispy Kreme Donuts coming to Hamilton. January 10, 2024. |
| Global News Talk Radio AM640. Interviewed by Kelly Cutrara about the Lululemon founder Chip Wilson who slammed company's 'diversity and inclusion thing'. January 5, 2024. |
| McNeish, J. (2023). Editor, 2023 Conference for the Historical Analysis and Research in Marketing (external link) (CHARM) Conference Proceedings, Online. |
| McNeish, J. (2023). Editor, 2023 Conference for the Historical Analysis and Research in Marketing (CHARM) Conference Proceedings, Online. |
| Global News 640 Toronto, 900 CHML and 980 CFPL. Interviewed by Bill Kelly about the online sports gaming ads, during the Stanley Cup playoffs. (opens in new window) May 10, 2023. |
| Canadian Press. Interviewed for a study for a story on Pet Valu and its growth. May 9, 2023. |
| Canadian Press. Interviewed by Sammy Hudes for an article on the new Aeroplan and Bell Canada partnership for on-board messaging. May 3, 2023. |
| Toronto Star. Interviewed by Tara Deschamps for an article on British shops in Canada see demand for King Charles goods, despite the royal drama. (opens in new window) May 1, 2023. |
| Toronto Star. Interviewed by Karen Fricker for an article on QR codes and theatre programs (external link, opens in new window) . April 23, 2023. |
| The Canadian Press. Interviewed for online and print article: Rebuilding trust with sponsors will be next challenge for Hockey Canada. (external link, opens in new window) April 19, 2023. |
| Global News 640 Toronto, 900 CHML and 980 CFPL. Interviewed by Bill Kelly about the Sports and Gaming Decision to stop celebrity endorsements in Sports Gambling Ads. April 18, 2023. |
| Global News 640 Toronto, 900 CHML and 980 CFPL. Interviewed by Bill Kelly about the impact of Trump’s arrest on his brand and the Republican party. April 5, 2023. |
| Global News 640 Toronto, 900 CHML and 980 CFPL. Interviewed by Bill Kelly about Premier Doug Ford’s haircut and brand authenticity. March 24, 2023. |
| Global News 640 Toronto, 900 CHML and 980 CFPL. Interviewed by Bill Kelly about changes to Bell’s Let’s Talk Mental Health Campaign. March 2, 2023 |
| Global News 640 Toronto, 900 CHML and 980 CFPL. Interviewed by Bill Kelly about the criticisms of grocery retailers such as Loblaws. January 11, 2023. |
| CityNews 680, Interviewed by Kris McCusker, Business Editor about problems over the holidays with Sun Wing and Via Rail’s lack of communication during a crisis. January 10, 2023. |
| Global News 640 Toronto, 900 CHML and 980 CFPL. Interviewed by Shiona Thompson (in for Bill Kelly) about Loblaws, Galen Weston and Impact of Criticism. January 6, 2023. |
| Source | Research Funding |
Year |
|---|---|---|
| TRSM Matching Funds | Changes in Bill Presentment As a Result of the Covid-19 Pandemic | 2022-2023 |
| TRSM Matching Funds | Semiotic Analysis of Retail Signs | 2020-2021 |
| TRSM Research Fund | Decaronization, Climate Change and Marketing Professionals | 2020-2021 |
| TRSM Innovative Teaching Fund | Evaluation of Self-Reflection Ability on Academic Performance in Case Analysis | 2016-2017 |
| TRSM Research Fund |
Holding Users Hostage: Data Portability on Social Media and Cloud-Based Platforms | 2016-2017 |
| Pharmaceutical Company | Determining the Opportunities for Growth for a New Biopharmaceutical Product | 2015 |
| TRSM Research Fund | Adoption or Not: It’s Just Not That Simple | 2014-2015 |
| Academic Research Assistant Program | Exploring Differences in the Use of Off-line and On-line Media by New and Unknown Performers | 2013-2014 |
| SSHRC-SIG | Developing an Understanding of Consumers’ Simultaneous Use of The Cloud and Local Storage | 2013-2014 |
| Honours / Awards |
|---|
| Co-Recipient of 2020/2021 TRSM Teaching Innovation Award |
| Selected for “Good Teaching Experiences” Video Project (based on undergraduate student submission describing professors who were accommodating, inclusive and used diverse teaching practices) |
| The paper entitled “Consumer Trust and Distrust: Retaining Paper Bills in Online Banking” selected by the journal’s editorial team as a Highly Commended Paper in the 2016 Emerald Literati Network Awards for Excellence |
| Member, Yeates School of Graduate Studies, Toronto Metropolitan University. |
| Fellow, Professional Marketing Research Society |
| Graduate: |
|---|
| Fundamentals of Marketing |
| Advanced International Marketing |
| Marketing Research |
| Consumer Behaviour |
| Undergraduate: |
|---|
| Integrated Case Analysis |
| Fundamentals of Marketing |
| New Product Management |
| Assessing and Managing Market Opportunities |
| Consumer Behaviour |
| Technology Marketing |
| Marketing Management |
| Marketing Research |
| Graduate Supervisions: |
|---|
| In addition to classroom teaching, to date Joanne has been supervisor or second reader on 30 M.B.A. research projects as well as acting as a PhD candidate examiner. |