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Dr. Joanne McNeish
Associate Professor
DepartmentMarketing Management
EducationBA, MBA, PhD
OfficeTRS 1-115
Phone416-979-5000, ext. 552425
Overview
Joanne's research takes a unique perspective on exploring innovation adoption. While most research focuses on consumers’ reaction 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 that each technology has important benefits that one or the other does not have. When a company attempts to remove the incumbent technology from use, it increases consumers’ distrust of the company.
Joanne has a particular interest in paper documents (e.g. bills and statements, textbooks, flyers, catalogues) as powerful examples of resilient technologies and which are used simultaneously with digital technologies. Paper documents are fascinating objects 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.
Prior to 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 Fellow of the Professional Marketing Research Society. The PMRS Fellows program provided deserving recognition to those who have made distinguished contribution to marketing research in Canada. Joanne was one of the youngest candidates and one of only a handful of women to be so honoured. In 2010, she received her PhD (Management) from the Sprott School of Business at Carleton University.
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 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, J. (eds) Dealing with Socially Responsible Consumers. Palgrave Macmillan. Singapore. https://doi.org/10.1007/978-981-19-4457-4_24 (external link) |
| 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. Available at SSRN: https://ssrn.com/abstract=3946376 (external link) . |
| 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). “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 | ||
|---|---|---|
| McNeish, J. (2023). Editor, 2023 Conference for the Historical Analysis and Research in Marketing (CHARM) Conference Proceedings, Online. https://ojs.library.carleton.ca/index.php/pcharm/issue/view/249 (external link) | ||
| McNeish, J. (2023). Editor, 2023 Conference for the Historical Analysis and Research in Marketing (CHARM) Conference Proceedings, Online. | ||
| McNeish, J., Barletta, G. and Barbosa, N. (2022). Terracycle's Loop and Reusable Packaging (WIP). 2022 ASAC Conference. June 3-7, 2022. | ||
| McNeish, J., Weatherbee, T., and Sears, D. (2022). Shortening the Distance: Retailers Use of Shop Signs During COVID-19 (WIP). 2022 ASAC Conference. June 3-7, 2022. | ||
| Weatherbee, T., Sears, D. and McNeish, J. (2022) Marketing Messages in the Muddled Middle: Shop Signs and COVID-19 (WIP). 2022 ASAC Conference. June 3-7, 2022. | ||
| McNeish, J. (2021). Why Toy Shops, and Amazon, Are Tapping into Paper Catalogues. December 16, 2021. https://theconversation.com/why-toy-shops-and-amazon-are-tapping-into-paper-catalogues-171795 (external link) . | ||
| McNeish, J. (2021). Editor, 2021 Conference for the Historical Analysis and Research in Marketing (CHARM) Conference Proceedings, Online. https://ojs.library.carleton.ca/ (external link) index.php/pcharm/issue/view/216 | ||
| McNeish, J. and Beer, M. (2021). Decarbonization, Climate Change and Marketing Professionals. Report with the support of a 2020/2021 TRSM Research Development Grant. | ||
| McNeish, J. (2020). “Plea to Businesses: Don’t Take Away Our Paper Bills (external link, opens in new window) ”. The Conversation Canada, March 9, 2020. | ||
| McNeish, J. (2019). “Greeting Cards Make a Comeback (external link, opens in new window) ”. The Conversation Canada, December 19, 2019. | ||
| Global News 640 Toronto, 900 CHML and 980 CFPL. Interviewed by Bill Kelly about the online sports gaming ads, during the Stanley Cup playoffs. https://www.thecanadianpressnews.ca/ business/pet-valu-posts-lower-profit-as-company-sets-sights-on-up-to-50-new-stores/article_4a7f6ff1-c091-58a9-bb15-9f4b66dc0ce6.html. 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. May 1, 2023. https://www.thestar.com/ business/2023/05/01/british-shops-in-Canada-see-demand-for-king-charles-goods-despite-royal-drama.html. | ||
| Toronto Star. Interviewed by Karen Fricker for an article on QR codes and theatre programs. https://www.thestar.com/entertainment/stage/2023/04/23/whats-in-a-page-to-print-theatre-programs-or-deliver-them-digitally-that-is-the-question.html (external link) . April 23, 2023. | ||
| The Canadian Press. Interviewed for online and print article: Rebuilding trust with sponsors will be next challenge for Hockey Canada. https://www.tsn.ca/rebuilding-trust-with-sponsors-will-be-next-challenge-for-hockey-canada-1.1948106 and https://rdnewsnow.com/ 2023/04/19/ rebuilding-trust-with-sponsors-will-be-next-challenge-for-hockey-canada/. 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. | ||
| Global News 640 Toronto, 900 CHML and 980 CFPL. Interviewed by Bill Kelly about Giving Tuesday. November 29, 2022. | ||
| Canadian Press. Interviewed by Tara Deschamps to consider the hiring of a new executive chair, Patrick Doyle by Tim Hortons. https://financialpost.com/news/retail-marketing/tim-hortons-restaurant-brands-international-dominos-pizza. November 17, 2022. | ||
| Global News 640 Toronto, 900 CHML and 980 CFPL. Interviewed by Kelly Cutrara about three stories around branding: ‘Back to the Future' merchandise, KFC's apology and Adidas. November 11, 2022. | ||
| Global News Radio 900 CHML Hamilton. Interviewed by Bill Kelly about new research on Christians and rebranding Christianity through Jesus. October 14, 2022. | ||
| CTV News Channel. Interviewed by Merella Fernandez about whether Hockey Canada can recover from the brand crisis. October 6, 2022. | ||
| Global News Radio 900 CHML Hamilton. Interviewed by Bill Kelly about sponsors pulling funding Scotiabank pulling sponsorship funding from Hockey Canada/brand crisis. October 6, 2022. | ||
| Global News Radio 640 Toronto. Interviewed by Greg Brady about sponsors pulling funding Scotiabank pulling sponsorship funding from Hockey Canada/brand crisis. October 6, 2022. | ||
| CityNews680 Toronto, Interviewed by Kris McCusker, Business Editor, about rebranding and the monarchy. September 13, 2022. | ||
| Global News Radio 900 CHML Hamilton. Interviewed by Bill Kelly about rebranding and the monarchy. September 13, 2022. | ||
| 630 CHED Edmonton. Interviewed by Chelsea Bird and Daryl McIntyre about brands such as Dove taking social action and Lisa LaFlamme and the lack of crisis brand management planning by Bell Media. August 29, 2022. | ||
| Global News 680 CJOB Radio Vancouver. Interviewed by Ben O'Hara Byrne about brands such as Dove taking social action and Lisa LaFlamme. August 26, 2022. | ||
| Global News 680 CJOB Radio Winnipeg. Interviewed by Richard Cloutier about brands such as Dove taking social action and Lisa LaFlamme. August 26, 2022. | ||
| Canadian Press. Interviewed about brands taking social action and Lisa LaFlamme. https://www.thestar.com/business/2022/08/26/in-wake-of-laflammes-exit-brands-should-be-wary-when-jumping-on-hot-topics-experts.html. Story shared in multiple outlets and also broadcast. August 26, 2022. | ||
| Global News Radio 900 CHML Hamilton. Interviewed by Bill Kelly about brands such as Dove taking social action and Lisa LaFlamme. August 25, 2022. | ||
| CBC News and CBC Radio One 90.5 FM. Interviewed for “Sick of subscriptions? Heated seats in cars the latest cost to test consumers' limits”. https://www.cbc.ca/news/business/ subscription-services-heated-seats-bmw-1.6527939. July 23, 2022 | ||
| Global News Radio 900 CHML Hamilton. Interviewed by Bill Kelly about Scotiabank pulling funding from Hockey Canada. June 29, 2022. | ||
| Talk Radio AM640 (CFMJ) Toronto. Interviewed about Scotiabank pulling funding from Hockey Canada. June 29, 2022. | ||
| Canadian Press. Interviewed about Scotiabank pulling funding from Hockey Canada. Several stories: https://www.theglobeandmail.com/investing/markets/stocks/BNS-T/pressreleases /8935324/corporate-sponsorships-a-powerful-tool-in-advancing-social-change-experts/; https://halifax.citynews.ca/national-business/corporate-sponsorships-a-powerful-tool-in-advancing-social-change-experts-5527889. June 28, 2022. | ||
| Global News Radio 980 CFPL London. Interviewed by Devon Peacock about the new Tim Hortons-Justin Bieber collaboration. May 19, 2022 | ||
| Global News Radio 900 CHML Hamilton. Interviewed by Bill Kelly about the 2022 Ontario Election Leaders Debate. https://mms.tveyes.com/mediaview/. May 17, 2022. | ||
| Global News Radio 900 CHML Hamilton. Interviewed by Bill Kelly about the 2022 Ontario Election and who had the strongest and weakest marketing messages so far. May 10, 2022. https://omny.fm/shows/bill-kelly-show/which-ontario-party-has-the-strongest-message-late | ||
| Canadian Press. Interviewed about why Cannabis producers are going into malls and airports. https://www.stalberttoday.ca/national-business/cannabis-stores-push-into-malls-airports-as-competition-among-retailers-increases-5227212. April 3, 2022. | ||
| Global News Radio 900 CHML Hamilton. Interviewed by Bill Kelly about the Ontario Liberal and Conservative parties’ platforms. http://link.newsletter.meltwater.com/ls/click? March 28, 2022. | ||
| Global News Radio 900 CHML Hamilton. Interviewed by Bill Kelly about new Ontario Liberal Party Logo. https://omny.fm/shows/bill-kelly-show/ontarios-election-is-driving-the-suzuki-foundation. March 10, 2022. | ||
| Canadian Grocer. Interviewed about how to promote greeting cards in grocery stores. February 15 2022. Print and Online. | ||
| CBC TV. Interviewed for “Sleepless nights and no satisfaction: Buyers get runaround returning GhostBed mattresses” https://www.cbc.ca/news/canada/british-columbia/ghostbed-refunds-complaints-online-mattress-1.6320262. January 31, 2022. |
| 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. |