Dr Christina O'Connor

    School of Business

    Gaeilge agus fáilte

    Lecturer/Assistant Professor

    School of Business Building
    31
    (01) 708 4782

    Biography

    Dr. Christina O'Connor (LLB, MSc., PhD) is a Lecturer in Marketing within the School of Business at Maynooth University, Kildare, Ireland. Prior to this position Christina held academic appointments at the University of Ulster, Jordanstown, Northern Ireland and the University of Limerick, Ireland. She has also enjoyed guest lecturing at Queens University Belfast and Northern Kentucky University, USA. Christina has experience teaching at both undergraduate and postgraduate level, lecturing across various modules such as Brand Management, Integrated Marketing Communications, Introduction to Marketing, Consumer Behaviour and International Marketing.

    Christina’s core research area is focused on marketing intelligence data (Big Data) within a small business context. Christina has extensive experience analysing data sets and working with small businesses, governmental and industry bodies in the interpretation and analysis of data both in the Ireland and the UK through dunnhumby. She trained in the use of marketing intelligence data sets through Kent University and dunnhumby UK. Her research has been published in the Harvard Business Review blogs, as well as journals such as the International Small Business Journal, Journal of Knowledge Management and Marketing Intelligence and Planning. Her work has received awards for Best Paper at the European Institute of Retailing and Service Studies, the Irish Academy of Management and the Academy of Marketing UK.

    With Christina's extensive experience in teaching she has developed other areas of research interest in student engagement, global virtual teams and authentic assessment practices. Her research has also involved cross-cultural link ups with Northern Kentucky University with her research being published in journals such as the Journal of Education for Business, Journal of Innovative Education Strategies, and funding won through P&G.  Christina's passion for case study teaching has also led her to publish in the leading undergraduate marketing text by Jobber and Ellis-Chadwick over the years and her work has received awards for best marketing case at the Academy of Marketing UK. 


    Research Interests

    Dr Christina (Donnelly) O'Connor research interests are two fold:

    1. The exploration of use, impact and value of marketing intelligence (Big Data) for the development of firm performance and marketing activities . 

    I work with collaborators both within the University and in Industry to assist in the generation, disemination and utilisation of market intelligence data within the small to medium-sized business (SME) firm for strategy, new product development and competitive advantage. Recent research has explored the role of knowledge management as a result of the introduction of big data into small firms as well as the impact of big data on dynamic capabilities of the firm.

    2. The exploration of authentic assessment practices and global virtual teams within Marketing Education.

    I work with collaborators and students on this area to challenge the growing passivity of students in the classroom by introducing students to scenarios / assessments that resemble that of the real world. This research has lead to further exploration of student learning, class size management, innovative technologies and authentic assessments.

    As a result of both research areas have resulted to date in case studies for textbooks, conferences presentations and journal publications, as well as teaching aids linked to agri-food business development and to small business utilisation of market intelligence.

    Peer Reviewed Journals

      Year Publication
    2017 'Facilitating Knowledge Management through filtered big data: SME competitiveness in an agri-food sector'
    O'Connor, C. and Kelly, S. (2017) 'Facilitating Knowledge Management through filtered big data: SME competitiveness in an agri-food sector'. JOURNAL OF KNOWLEDGE MANAGEMENT, 21 (1):159-179 [DOI] [Details]
    2016 'Crossing the Atlantic: Integrating cross-cultural experiences into undergraduate business courses using virtual communities technology'
    Luethge D.;Raska D.;Greer B.;O'Connor C. (2016) 'Crossing the Atlantic: Integrating cross-cultural experiences into undergraduate business courses using virtual communities technology'. Journal of Education for Business, 91 (4):219-226 [DOI] [Details]
    2016 'An exploratory examination of the strategic direction of the Gaelic Athletic Association via the application of sports marketing segmentation bases'
    Gallagher D.;O'Connor C.;Gilmore A. (2016) 'An exploratory examination of the strategic direction of the Gaelic Athletic Association via the application of sports marketing segmentation bases'. Marketing Intelligence and Planning, 34 (2):203-222 [DOI] [Details]
    2015 'Digital loyalty card big data' and small business marketing: Formal versus informal or complementary?'
    Donnelly, C;Simmons, G;Armstrong, G;Fearne, A (2015) 'Digital loyalty card big data' and small business marketing: Formal versus informal or complementary?'. International Small Business Journal, 33 :422-442 [DOI] [Details]
    2012 'Marketing planning and digital customer loyalty data in small business'
    Donnelly C.;Simmons G.;Armstrong G.;Fearne A. (2012) 'Marketing planning and digital customer loyalty data in small business'. Marketing Intelligence and Planning, 30 (5):515-534 [DOI] [Details]

    Other Journals

      Year Publication
    2018 'The Engaged Classroom: PowerPoint Free'
    O'Connor, C. and Donovan, P. (2018) 'The Engaged Classroom: PowerPoint Free' The All Ireland Journal of Teaching and Learning in Higher Education, 10 (2) :3381-33814. [Details]
    2016 'The Effect of Virtual Cross-Cultural Experiences on Intercultural competencies of Undergraduate Marketing Students'
    Raska, D., O’Connor, C., Luethge, D., and Greer, B. (2016) 'The Effect of Virtual Cross-Cultural Experiences on Intercultural competencies of Undergraduate Marketing Students' Journal of Innovative Education Strategies, 15 (1) :1-15. [Details]
    2014 ''The Journey from Subsistence to Commercial Viability: The Case of Meru Herbs, Kenya''
    Yamaoh, F., O'Caoimh, C., Donnelly, C., and Sawaya, S. (2014) ''The Journey from Subsistence to Commercial Viability: The Case of Meru Herbs, Kenya'' International Food and Agribusiness Management Association, 17 (Special Issue B) . [Details]
    2014 'The Management of Digital Loyalty Card within a Collaborative Innovation Network'
    Donnelly, C. (2014) 'The Management of Digital Loyalty Card within a Collaborative Innovation Network' Journal of Economic and Social Policy, 16 (2) . [Details]
    2014 'The Use of Case Based Multiple Choice Questions for Assessing Large Group Teaching: Implications on Student’s Learning’'
    Donnelly, C. (2014) 'The Use of Case Based Multiple Choice Questions for Assessing Large Group Teaching: Implications on Student’s Learning’' Irish Journal of Academic Practice, 3 (1) . [Details]
    2013 '‘Is there Hope for Small Firms, the Have-Not’s in the World of Big Data'
    Donnelly, C., and Simmons, G., (2013) '‘Is there Hope for Small Firms, the Have-Not’s in the World of Big Data' Harvard Business Review Post, (10 December) . [Details]
    2013 '‘Small-Businesses need big data too’'
    Donnelly, C., and Simmons, G., (2013) '‘Small-Businesses need big data too’' Harvard Business Review Post, (5 December) . [Details]

    Blog

      Year Publication
    2019 Why saying hello is a good idea in third level education.
    O'Connor, C., Moran, G. and Luethge, D. (2019) Why saying hello is a good idea in third level education. Ireland: Blog [Details]

    Books

      Year Publication
    2013 Introduction to Marketing & Sales.
    Donnelly, C., (2013) Introduction to Marketing & Sales. : McGraw-Hill. [Details]

    Book Chapters

      Year Publication
    2015 'SME Innovation: Maximisation of Digital Loyalty Card Data through Collaborative Innovation Regional Networks’'
    Donnelly O'Connor, C. (2015) 'SME Innovation: Maximisation of Digital Loyalty Card Data through Collaborative Innovation Regional Networks’' In: Managerial Flow. London: Routledge. [Details]

    Conference Contributions

      Year Publication
    2019 Academy of Marketing Science Conference.
    O'Connor, C., Moran, G. and Luethge, D. (2019) Academy of Marketing Science Conference. [Oral Presentation], Exploring the Role of Authentic Assessment on the Development of Future Marketing Practitioners, Vancouver [Details]
    2019 Academy of Marketing Science.
    Carson, G., Simmons, G., and O’Connor, C (2019) Academy of Marketing Science. [Oral Presentation], Market Information Resource and the development of small firm marketing capabilities, Vancouver, Canada [Details]
    2018 Layering of the assessment process: the path to improved attendance, learning and engagement.
    Donovan, P. and O'Connor, C. (2018) Layering of the assessment process: the path to improved attendance, learning and engagement. [Oral Presentation], Management and Organisational Behaviour Teaching Society, Maynooth University, Ireland, June 2018, Maynooth, Ireland [Details]
    2018 The Long-term impact of the delivery of marketing intelligence on small agri-business marketing. Implications for policy and practice.
    O'Connor, C. and Armstrong, G. (2018) The Long-term impact of the delivery of marketing intelligence on small agri-business marketing. Implications for policy and practice. [Oral Presentation], Irish Academy of Management, UCC Cork, 2-4 Sept 2018, UCC, Cork [Details]
    2018 Marketing Capability Development and Integration: A study of market information implementation in small firms from the Northern Irish agri-food industry.
    Carson, G., Simmons, G., and O’Connor, C (2018) Marketing Capability Development and Integration: A study of market information implementation in small firms from the Northern Irish agri-food industry. [Oral Presentation], Irish Academy of Management, UCC Cork, 2-4 Sept 2018, UCC, Cork [Details]
    2018 Global Virtual Teams: Best practices for Management Education.
    O’Connor, D., Luethge, D. and Mullane, K (2018) Global Virtual Teams: Best practices for Management Education. [Oral Presentation], International Academy of Management and Business, Lisbon, Portugal, 17-19 Oct 2018, Lisbon, Portugal [Details]
    2018 The role of authentic assessment practice in a marketing classroom.
    O’Connor, D. and Luethge, D. (2018) The role of authentic assessment practice in a marketing classroom. [Oral Presentation], Irish Academy of Management, UCC Cork, 2-4 Sept 2018, UCC, Cork [Details]
    2018 The brave small agri-food firm: A case study approach to marketing capability development and integration of market information in small agri-food firms.
    Carson, G., Simmons, G., and O’Connor, C (2018) The brave small agri-food firm: A case study approach to marketing capability development and integration of market information in small agri-food firms. [Oral Presentation], Academy of Marketing UK, Stirling, Scotland, July 2018, Stirling, Scotland [Details]
    2018 What’s in it for us all? Instructor’s Reflection on the realities of delivering Virtual Cross Cultural Experiences between UK/US students and Irish/US Students.
    O’Connor, C. Luethge, D and Greer, B. (2018) What’s in it for us all? Instructor’s Reflection on the realities of delivering Virtual Cross Cultural Experiences between UK/US students and Irish/US Students. [Oral Presentation], Management and Organisational Behaviour Teaching Society, Maynooth University, Ireland, June 2018, Maynooth, Ireland [Details]
    2017 The Influence of Marketing Information on Firm Marketing Capabilities.
    Carson, G., Simmons, G., and O'Connor, C. (2017) The Influence of Marketing Information on Firm Marketing Capabilities. [Oral Presentation], Irish Academy of Management, Queens University Belfast, 1-3 Sept 2018, Belfast, Ireland [Details]
    2016 The PowerPoint Free Classroom: Passivity, Engagement and Student Perceptions.
    Donovan, P. and O'Connor, C. (2016) The PowerPoint Free Classroom: Passivity, Engagement and Student Perceptions. [Oral Presentation], International Conference on Engaging Pedagogy, Maynooth, Ireland [Details]
    2016 Data Here Today, Gone Tomorrow: The ‘Transformative’ Dunnhumby Project NI.
    O'Connor, C., Simmons, G., Armstrong, G. and Ferane, A. (2016) Data Here Today, Gone Tomorrow: The ‘Transformative’ Dunnhumby Project NI. [Oral Presentation], Academy of Marketing Conference UK, Northumbria University Newcastle, 5-7th July, Newcastle, UK [Details]
    2016 Tackling Creeping Passivity through Collaborative Peer Assessment: Classroom Learning Re-imagined.
    Donovan, P. and O'Connor, C. (2016) Tackling Creeping Passivity through Collaborative Peer Assessment: Classroom Learning Re-imagined. [Oral Presentation], Irish Academy of Management, UCD, 31st Aug - 2nd Sept, Dublin, Ireland [Details]
    2016 The Radical Reimaging of the Vegan Socially: The Moodley Manor Case of ‘Badass Bacon’, ‘Savage Sausage’ and ‘Boss Burgers’'.
    O'Connor, C., Lavin, G., Pedley, G., and (2016) The Radical Reimaging of the Vegan Socially: The Moodley Manor Case of ‘Badass Bacon’, ‘Savage Sausage’ and ‘Boss Burgers’'. [Oral Presentation], Academy of Marketing Conference UK, Northumbria University Newcastle, 5-7th July, Newcastle, UK [Details]
    2016 Tackling Creeping Passivity through Collaborative Peer Assessment: Classroom Learning Re-imagined.
    Donovan, P. and O'Connor, C. (2016) Tackling Creeping Passivity through Collaborative Peer Assessment: Classroom Learning Re-imagined. [Oral Presentation], Irish Academy of Management, Dublin, Ireland [Details]
    2015 “Integrating Virtual Cross-Cultural Experiences into Undergraduate Marketing Courses,”.
    Raska, David, and Christina O’Connor (2015) “Integrating Virtual Cross-Cultural Experiences into Undergraduate Marketing Courses,”. [Oral Presentation], Marketing Management Association Conference, 235-236. Sept 16-18, 2015, San Juan, Puerto Rico, San Juan, Puerto Rico [Details]
    2015 A Recipe for Success: When Traditional Yogurt Meets Marketing and Innovation- Killowen Farm Case Study.
    O’Connor, C., Lavin, G., Meade, H. and Styles, D., (2015) A Recipe for Success: When Traditional Yogurt Meets Marketing and Innovation- Killowen Farm Case Study. [Oral Presentation], Academy of Marketing UK, University of Limerick, July 2015, Limerick, Ireland [Details]
    2014 Virtual International Teams in Marketing and Management Classes: An Alternative to Study Abroad.
    Raska, D., Donnelly, C., Luethge, D and Greer, B. (2014) Virtual International Teams in Marketing and Management Classes: An Alternative to Study Abroad. [Oral Presentation], 18th International Academy of Marketing and Business, Rome (Sept 17-19), Rome, Italy [Details]
    2014 Managing Assessment in a Changing Classroom.
    Dr Christina Donnelly O'Connor (2014) Managing Assessment in a Changing Classroom. [Oral Presentation], Irish Academy of Management, Limerick, Ireland [Details]
    2014 Replication or Reconfiguration of Regional Development Policy.
    Donnelly, C., and Cacciolatti, L. (2014) Replication or Reconfiguration of Regional Development Policy. [Oral Presentation], International Research Society for Public Management, Ottawa, Canada, Ottawa, Canada [Details]
    2014 The Digital Diaspora, Socialite & Socialiser: Developing Segmentation Variables for Tomorrow's Gaelic Athletics Association in Ireland.
    Gallagher, D., Donnelly, C. and Gilmore, A. (2014) The Digital Diaspora, Socialite & Socialiser: Developing Segmentation Variables for Tomorrow's Gaelic Athletics Association in Ireland. [Oral Presentation], Presented at the Sports, Entertainment & Venues Today (SEVT) Conference , University of South Carolina (20-22 November), South Carolina, USA [Details]
    2014 Crossing the Atlantic: Integrating Virtual Cross-Cultural Experiences into Undergraduate Marketing Course.
    Raska, D., Donnelly, C., Luethge, D. and Greer, B. (2014) Crossing the Atlantic: Integrating Virtual Cross-Cultural Experiences into Undergraduate Marketing Course. [Oral Presentation], (Nov 4-8), New Orleans, USA [Details]
    2013 ‘The Role of Segmentation in the Marketing of the GAA’.
    Gallagher, D., Donnelly, C., and Gilmore, A., (2013) ‘The Role of Segmentation in the Marketing of the GAA’. [Oral Presentation], Presented at the 16th Annual Irish Academy of Management, Waterford Institute of Technology, (Sept 2-4), Waterford, Ireland [Details]
    2013 “SME Innovation: Using Collaborative Networks to bridge policy and Praxis”,.
    Donnelly, C. and Kelly, S. (2013) “SME Innovation: Using Collaborative Networks to bridge policy and Praxis”,. [Oral Presentation], presented at the Intelligent cities Asia Pacific Summit, New South Wales, Australia, New South Wales, Australia [Details]
    2013 “SME Innovation: Using Collaborative Networks to bridge policy and Praxis – The Application of Digital Loyalty Card Data through a Regional Collaborative Innovation Network”.
    Donnelly, C. (2013) “SME Innovation: Using Collaborative Networks to bridge policy and Praxis – The Application of Digital Loyalty Card Data through a Regional Collaborative Innovation Network”. [Oral Presentation], International Research Society for Public Management (IRSPM), Prague (April), Prague, Czech Republic [Details]
    2013 ‘Maximisation of Digital Data within a Regional Collaborative Network: An Action Researcher’s Perspective’,.
    Donnelly, C. (2013) ‘Maximisation of Digital Data within a Regional Collaborative Network: An Action Researcher’s Perspective’,. [Oral Presentation], presented at the Third Annual Action Research Colloquium, Real World Research, Tralee Institute of Technology, June 2013, Tralee, Ireland [Details]
    2013
    (2013) [Oral Presentation], Role of dunnhumby data in small business marketing, Queens University Belfast [Details]
    2013 ‘Maximising Digital Loyalty Card Data Usage Through a Regional Collaborative Innovation Network: A Cross Country Comparison’,.
    Donnelly, C., and Caccalatti, L., (2013) ‘Maximising Digital Loyalty Card Data Usage Through a Regional Collaborative Innovation Network: A Cross Country Comparison’,. [Oral Presentation], 16th Annual Irish Academy of Management, Waterford Institute of Technology, (Sept 2-4), Waterford, Ireland [Details]
    2013 ‘Assessing the Relevance of Segmentation in Sports Marketing: An Exploratory Study in the context of Gaelic Football in Ireland'.
    Gallagher, D., Donnelly, C. and Gilmore, A., (2013) ‘Assessing the Relevance of Segmentation in Sports Marketing: An Exploratory Study in the context of Gaelic Football in Ireland'. [Oral Presentation], Presented at the Academy of Marketing, Cardiff (July), Cardiff, Wales [Details]
    2012 Women in Business Navan.
    (2012) Women in Business Navan. [Oral Presentation], Marketing in Small Business, Navan [Details]
    2012 The Role of action research in the study of retailer loyalty card data and small business marketing.
    Donnelly, C., Simmons, G., and Armstrong (2012) The Role of action research in the study of retailer loyalty card data and small business marketing. Irish Academy of Management, NUI Maynooth, [IR Link] [Details]
    2012
    (2012) [Visiting and guest lecturers hosted], Review Board, Waterford Institute of Technology, Tourism & Education, Adult Education [Details]
    2012
    (2012) [Visiting and guest lecturers hosted], e-marketing, University of Ulster, School of Business, Entrepreneurship, Strategy and Marketing [Details]
    2012 The role of action research in the study of small business marketing and digital loyalty card data.
    Donnelly, C., Simmons, G. J., Armstrong, G.A. and Fearne, A. (2012) The role of action research in the study of small business marketing and digital loyalty card data. [Oral Presentation], Irish Academy of Management, Maynooth, Ireland [Details]
    2012 An investigation of the relationship between retailer loyalty card data and small business marketing.
    Donnelly, C., Simmons, G., Armstrong, G., and Fearne, A. (2012) An investigation of the relationship between retailer loyalty card data and small business marketing. [Oral Presentation], International Federation of Scholarly Associations of Management, University of Limerick, Limerick, Ireland [Details]
    2011 MBA University of Ulster.
    (2011) MBA University of Ulster. [Oral Presentation], E-marketing, Belfast [Details]
    2011 SME marketing and supermarket loyalty card data: case studies.
    Donnelly, C., Simmons, G., Armstrong, and Fearne, A. (2011) SME marketing and supermarket loyalty card data: case studies. [Oral Presentation], Conference for Retailing and Consumer Service, San Diego, USA, San Diego, USA [Details]
    2010 SME Market Orientation: The Effect of Supermarket Loyalty Card Data.
    Donnelly, C., Simmons, G., Armstrong, and Fearne, A. (2010) SME Market Orientation: The Effect of Supermarket Loyalty Card Data. [Oral Presentation], International Small Business Enterprise, London, London, UK [Details]
    2010 SME market orientation: relationship with supermarket loyalty card data.
    Donnelly, C., Simmons, G., Armstrong, and Fearne, A. (2010) SME market orientation: relationship with supermarket loyalty card data. [Oral Presentation], Conference for Retailing and Consumer Service, Istanbul, Turkey, Istanbul, Turkey [Details]
    2009 Use of supermarket panel data amongst small and medium sized business in the food industry.
    Donnelly, C., Caccalatti, L., Bell, U., and Fearne, A. (2009) Use of supermarket panel data amongst small and medium sized business in the food industry. [Oral Presentation], Academy of Marketing, Leeds, Leeds, UK [Details]
    2009 The exploration of SME market orientation through the communication of supermarket loyalty card data.
    Donnelly, C. (2009) The exploration of SME market orientation through the communication of supermarket loyalty card data. [Oral Presentation], EDAMBA Conference , Soreze, Soreze, France [Details]

    Case

      Year Publication
    2019 “Keogh’s Crisps- Home Grown Innovation”, published in Jobber and Ellis-Chadwick, Principles and Practice of Marketing.
    Lavin, G. and O'Connor, C. (2019) “Keogh’s Crisps- Home Grown Innovation”, published in Jobber and Ellis-Chadwick, Principles and Practice of Marketing. Case [Details]
    2019 “From Value Added in Africa (VAA) to Proudly Made in Africa (PMIA): A Strategic Change”, published in Jobber and Ellis-Chadwick, Principles and Practice of Marketing.
    O'Connor, C. and Carson, G. (2019) “From Value Added in Africa (VAA) to Proudly Made in Africa (PMIA): A Strategic Change”, published in Jobber and Ellis-Chadwick, Principles and Practice of Marketing. Case [Details]
    2019 “Listening to the Vegan Consumer: The Case of Moodley Manor”, published in Fahy and Jobber, ‘Foundations of Marketing’, McGraw-Hill Publications, London.
    O'Connor, C. and Lavin, G. (2019) “Listening to the Vegan Consumer: The Case of Moodley Manor”, published in Fahy and Jobber, ‘Foundations of Marketing’, McGraw-Hill Publications, London. Case [Details]
    2016 ‘Proudly Made in Africa’ Case Study.
    O’Connor, C., and McGee, S (2016) ‘Proudly Made in Africa’ Case Study. Case [Details]
    2016 “Utilisation of loyalty card data for segmentation: Morelli’s Story”.
    O’Connor, C. (2016) “Utilisation of loyalty card data for segmentation: Morelli’s Story”. Case [Details]
    2016 Mini case for Chapter 21 entitled: M-Pesa the Mobile Money Service.
    O’Connor, C., and McGee, S. (2016) Mini case for Chapter 21 entitled: M-Pesa the Mobile Money Service. Case [Details]
    2012 Morelli's: dunnhumby segmentation.
    Donnelly, C. and Armstrong, G. (2012) Morelli's: dunnhumby segmentation. Case [Details]

    Honours and Awards

      Year Title Awarding Body
    2016 International Conference on Engaging Pedagogy Best Paper Award ICEP
    2018 IAM Best Paper Award (Doctoral student) Irish Academy of Management
    2015 Best Track Award- Marketing Case Study Academy of Marketing UK
    2013 Centre for Teaching & Learning Fellowship Maynooth University
    2012 Irish Academy of Management Best Track Paper - Methodology IAM
    2010 EIRASS Best Commended Paper Award Emerald
    2010 University of Kent School of Business Best Poster Kent

    Professional Associations

      Association Function From / To
    Chartered Institute of Marketing Member 01-SEP-16 /
    Irish Academy of Management Social Media / Marketing 01-SEP-17 / 01-SEP-21

    Committees

      Committee Function From / To
    Maynooth University Examinations Appeals Board Faculty of Social Science's Representative to review appeals from students 2016 / 2019

    Teaching Interests

    • Undergraduate & Postgraduate Teaching
    • Supervision at PhD level and Master's level
    • Large and small class size teaching on the following modules: Introduction to Marketing, Consumer Research, Brand Management, Integrated Marketing Communications, International Marketing and Research Methods