Marketing & Reputation Research Seminar - 1) Valuing Innovation / 2) Boards and Firm Performance

1st Speaker

Valuing Innovation by the Few: The Role of Expertise in the Emergence of Minority Influence

The present research proposes that novices value prototypical and conventional knowledge whereas experts value innovative knowledge. We further contend that majority sources are perceived to signal conventional information, whereas minority sources signal novel information. Thus, novices are more influenced by majority endorsements and experts are more influenced by minority endorsements. This effect is shown to be bounded to domains where the criteria for evaluation are subjective and thus minority endorsement is viewed favourably.

Associate Professor Cammy Crolic

Associate Professor of Marketing
Saïd Business School, University of Oxford

Cammy Crolic's research focus is consumer behaviour - her research explores factors affecting and the processes underlying the consumption experience.

Cammy's research on experiential consumption explores how learning and memory increase the hedonic enjoyment of repeated consumption experiences (i.e. food consumption), how experiential learning influences the enjoyment of current consumption experiences, and how minority opinions influence experts’ subjective judgements in consumption domains such as art, music, and food.

Her work has implications for consumer health and well-being and consequences for both the food industry and public policy makers. Cammy’s research has been published in the Journal of Consumer Research.

For more information and to register, please contact Angie Clark.

2nd SPEAKER

Boards and firm performance: Exploring a contingent relationship

Boards of directors have been the subject of considerable research attention in recent years, and a large body of knowledge has been published; however, substantive evidence to explain how boards actually exert influence over firm performance has remained elusive.

This seminar summarises a recent longitudinal multiple-case study of two large high-growth companies. The ground-breaking study revealed numerous insights including a mechanism-based understanding of corporate governance which explains how boards can exert influence beyond the boardroom.

The benefits and challenges of longitudinal observation as an additional means of collecting data will also be discussed.

Dr Peter Crow

Company Director & Board Advisor

Dr Peter Crow is an experienced company director, governance researcher and board advisor. His expertise in corporate governance, effective board practice and strategy in particular is internationally acknowledged - he has advised the boards of publicly-listed and privately-held firms, not-for-profit agencies and family firms in many countries and sectors.

For more information and to register, please contact Angie Clark.