Joanne McNeish, Ryerson University

Associate Professor Toronto, Ontario jmcneish@ryerson.ca Office: (416) 979-5000 ext. 2425

Bio/Research

Prior to joining the Ted Rogers School of Management, McNeish held senior research, marketing and advertising positions in public and private sector companies. She was named a Fellow of the Professional Marketing Research Association in 2002. Joanne was one of the youngest candidates, and one of ...

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Bio/Research

Prior to joining the Ted Rogers School of Management, McNeish held senior research, marketing and advertising positions in public and private sector companies. She was named a Fellow of the Professional Marketing Research Association in 2002. Joanne was one of the youngest candidates, and one of only a handful of women to be so honored.

Her research takes a unique perspective on exploring adoption behaviour. Her research focuses on simultaneous users, that is, those who use both old and new technologies to accomplish the same task. McNeish believes that understanding the attitudes and behavior of simultaneous users has the potential to lead to more efficient and effective new product development. She has a particular interest in paper documents as a powerful example of a resilient technology. Paper is a particularly fascinating technology to explore due to its continued and effective use to manage financial information, to connect with friends and family, to advertise and persuade, and to educate. However, until her research, its meaning and function for the user was obscured from researchers’ view due to its ubiquity and familiarity. In order to more completely understand the role of paper in contemporary marketing and communication, she explores how digital content is being ‘disappeared’ from the users’ view and their access to their self-created content restricted by social media platforms, retail and financial organizations.


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