Marketing Seminar - Professor Eileen Fischer

Seminar Room 10.039, Level 10, The Spot Bld, 198 Berkeley Street


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Professor Julie Ozanne

T: +61 3 83449220

PRESENTER: Professor Eileen Fischer (York University, Canada)        
TOPIC: “Transformative Brands and the Animation of Market Categories” (Pierre-Yann Dolbec and Eileen Fischer)

This paper explores brands that appear to "animate" (by which we mean create opportunities) in the market categories they enter: we're calling them "transformative brands" and we believe we can address two important questions related to them.  First, what factors  give the brand transformative potential?  And second, how does a transformative brand affect the category it enters? The context we draw on to develop theory is the case of Tesla, which has arguably transformed the elective vehicle market category. This work, targeted toward the Journal of Marketing, is very much in progress, so I welcome the opportunity to share the provisional insights we have so far and to get feedback on what's working and what's not. Constructive criticism will be welcome!

Eileen Fischer is a Professor of Marketing and the Max and Anne Tanenbaum Chair of Entrepreneurship and Family Enterprise at the Schulich School of Business at York University. She received her doctorate from Queen’s University in Kingston Ontario in 1988. She is interested in how consumers and entrepreneurs navigate markets as they strive to achieve their goals, and at how their actions affect both firm and market level dynamics.

Her work has been published in Journal of Consumer Research; Journal of Retailing; Journal of Business Venturing; Journal of International Business; Entrepreneurship: Theory and Practice; Consumption, Markets and Culture; Research Policy and a range of other outlets.  From July 2014 to December 2017 she served as one of four co-editors of the Journal of Consumer Research. She is also an editorial board member for a range of marketing and entrepreneurship research journals.

In 2016, she was honoured by York University by being made a “University Professor.”  This title is awarded to at most one member of York’s professoriate each year, and reflects the recipient’s extraordinarily high levels of achievement in terms of research, teaching and service.

RSVPs are not necessary.