Dr. Susan Reid » Faculty & Staff

Dr. Susan Reid » Faculty & Staff

Faculty:

Dr. Susan Reid

Full Professor
Phone: 819-822-9600 ext. 2353
Photo of Dr. Susan Reid

Dr. Reid is a Professor of Marketing and Entrepreneurship in the Williams School of Business. She currently teaches the following upper-year business courses: The Entrepreneurship Labs, Marketing Channels, Product Strategy and Innovation, Marketing Strategies for Environmental Sustainability and Industrial Marketing Strategy. Through the combination of her science background (B.Sc. Honours Biology, Queen’s University, 1986), her work and research experience, consulting projects, board appointments, an MBA in International Marketing (McGill, 1991) and PhD in Marketing (New Product Development) from Concordia University in 2005, she brings experience and a keen interest to the table in terms of her understanding of how to bridge the gap between technology and market. Her research interests include market and technology vision, divergent thinking and decision-making, networks and diffusion of technologies, and marketplace acceptance of radical innovations.

Dr. Reid has published in refereed journals including: Journal of Product Innovation Management, Industrial Marketing Management, Technological Forecasting and Social Change, R&D Management, Journal of Consumer Marketing, World Development, Business History and International Journal of Technology Marketing. She has been associated to the Canada Research Chair on the Management of Technology, held grants through the Canadian Foundation for Innovation, SSHRC, FQRSC, FQRNT and MELS and has over 25 years of experience working and consulting for the biopharmaceutical, nanotechnology and aviation sectors. She has been a guest and keynote speaker locally and internationally, including on the topic of the Power of Entrepreneurial Vision, was a contributor to Forbes.com and has board experience including on that of the company she co-founded in 2000 and sold in 2016. In 2019 she won the Senate Research Committee Business Division Teaching Award and the 2019 Dean’s Award for Distinguished Contributions to Scholarly Activity and Research. She is currently the faculty co-advisor for Enactus at Bishop’s University.

Invited Speaker

  • Reid, Susan E. (2019). “Leadership in Action: Turning your Ideas into Reality”, Bishop’s University Leadership Retreat, Jouvence, QC. 2019.
  • Reid, Susan E. (2018). “How to Make a Pitch”, Enactus Global Entrepreneurship Week Workshop, Enactus, Bishop’s University, Lennoxville, November 12, 2018.
  • Reid, Susan E. (2018). “Building a Powerful Vision and Executing it with the Value Proposition”, Conference Workshop, Changemaker Residency 2018, Bishop’s University, Lennoxville, July 20, 2018.
  • Reid, Susan E. (2018). “The Power of Entrepreneurial Vision”, Keynote Speaker, McGill University`s Desautels Women in Business Conference, Montreal, February 2, 2018.
  • Reid, Susan E. (2017). “The Power of Entrepreneurial Vision”, Keynote Speaker, Katalysis 2017, (co-ordinated by e-space, Sherbrooke start-up incubator), Sherbrooke, September 2017.
  • Reid, Susan E. (2017). “Passion and Vision”, Workshop, Katalysis 2017, (co-ordinated by e-space, Sherbrooke startup incubator), Sherbrooke, September 2017.
  • Reid, Susan E, and Charles B. Crawford (2016). “From the ground up: The story of the start-up and growth of Domaine Pinnacle”, Talk given at the Global Entrepreneurship Conference, ENACTUS, Bishop’s University, November 15, 2016.
  • Reid, Susan E. (2015). ‘PhonAge’: Mobile Assistive Services for Active Seniors: Technology for Age-Friendly Cities. SILS (Sherbrooke International Life Sciences Summit), September 29, 2015.
  • McGill University, CEO Insights Class, Guest Speaker invited by Dr. Karl Moore, 2014; 2015.
  • Townshipper’s Association, “Assistive Services for Active Aging: An Exploratory Investigation of the Shopping Experience” (student poster) and “Mobile Assistive Services for Active Aging: Technology for Age Friendly Cities” (presentation), Sherbrooke, QC, November 13, 2014.
  • 9e Journée scientifique du Centre de recherche sur le vieillissement, “Mobile Assistive Services for Active Aging (an inter-disciplinary approach to designing useful products for an aging population)”, Sherbrooke, QC, November 9, 2012.
  • CIRST (Centre interuniversitaire de récherche sur la science et la technologie, “The harnessing of biotechnology in India: Which roads to travel”, Montreal, Canada, Feb 2012.
  • ESTP-UNU MERIT Workshop, Market, Sectoral and International Perspectives for State Policy and Firm Strategy Design, “Market Vision and Market Visioning Competence: Impact on Early Performance for Radically-New High-Tech Products”, Paris, France, May 2011.
  • Women on Boards, October 2007, “The Role of Market Vision”.
  • Université de Sherbrooke, March 2007, Research Week, ‘Market Vision for Radically-New Products’.
  • Purdue University, May 2006, The Center for Innovation Management Studies, “Idea Management: The Dimensions of Organization and Culture”.

Publications and Presentations

Book Chapters

  • Hanel, Petr, Jingyan Fu, Jie He, Susan Reid & Jorge E. Niosi (2019). “A Romance of Three Kingdoms: Biotechnology Clusters in Beijing, Shanghai and Guangdong Province, China”, pp. 1191-1239, Chapter 48 in: Management Association, I. (Ed.). (2019). Biotechnology: Concepts, Methodologies, Tools, and Applications. IGI Global. http://doi:10.4018/978-1-5225-8903-7.
  • Hanel, Petr, Jingyan Fu, Jie He, Susan Reid & Jorge E. Niosi (2016). “A Romance of Three Kingdoms: Biotechnology Clusters in Beijing, Shanghai and Guangdong Province, China”, pp. 67 – 129, Chapter 4 in: Comparative Approaches to Biotechnology Development and Use in Developed and Emerging Nations, Dr. Zhao, ed., IGI Global.
  • Reid, Susan E. (2015). “Vision and Radical Innovation: A Typology” pp. 133 – 154, in Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation, edited by Alexander Brem and Eric Viardot, Springer International Publications: Switzerland.
  • Reid, Susan E., Roger Coronini and Shyama V. Ramani (2014). “Evolution of Nanotechnology: The Science and the Industry”, pp. 3 – 36, Introductory Chapter in: Nanotechnology and Development: What’s In It for Emerging Countries? Shyama V. Ramani, ed., Cambridge University Press.

Refereed Journal Publications

  • Reid, Susan E., Bessam Abdulrazak and Monica Alas (2018). “Modelling Willingness-to-Adopt an Intelligent Oven: Capturing the Seniors Perspective”, Journal of Health Science, 6(5): Sept-Oct.2018.
  • Thakor, Mrugank, Susan E. Reid and Rui Chen (2018). “Home-state Attachment and Its Effects”, Journal of Consumer Marketing, 35 (6): 613 – 622; https://doi.org/10.1108/JCM-10-2017-2416.
  • Reid, Susan E., Bessam Abdulrazak and Monica Alas (2017). “The Underlying Motivations for Mobile Device Use by Seniors”, Journal of Health Science, 5(3), doi: 10.17265/2328-7136/2017.03.001.
  • Reid, Susan E., Deborah L. Roberts & Karl Moore (2015). “Vision for Technology-Enabled Radical Innovation and its Impact on Early Success”, Journal Product Innovation Management, 32(4): 593-609.
  • Reid, Susan E. and Ulrike de Brentani. (2015). “Building a Measurement Model for Market Visioning Competence and its Proposed Antecedents: Organizational Encouragement of Divergent Thinking, Divergent Thinking Attitudes and Ideational Behavior”, Journal of Product Innovation Management, 32(2): 243-262.
  • Reid, Susan E., Ulrike de Brentani and Elko Kleinschmidt (2014). “Divergent Thinking and Market Visioning Competence: An Early Front-end Radical Innovation Success Typology”, Industrial Marketing Management, Special Issue on Radical Innovation, ed. Vicky Story, 43(8): 1351-1361.
  • Reid, Susan E., Jorge Niosi and Shyama V. Ramani (2014). “Bionetworks vs. Nanonetworks: A comparison of diffusion rates of emerging technologies”, J of Biotechnology, 13 (1/2/3): 90-104.
  • Reid, Susan E. and Ulrike de Brentani (2012). “Market Vision and The Front End of NPD for Radical Innovation: The Impact of Moderating Effects”, Journal of Product Innovation Management, 29 (S1, Dec): 124-139.
  • Niosi, Jorge, Petr Hanel and Susan E. Reid (2012). “The International Diffusion of Biotechnologies”, The Journal of Evolutionary Economics, published online July 26, 2012.
  • Reid, Susan E. and Shyama V. Ramani (2012). “The harnessing of biotechnology in India: Which roads to travel?”, Journal of Technological Forecasting and Social Change, Special Issue: Innovation in India, 79 (4): 648-664.
  • de Brentani, Ulrike and Susan E. Reid (2012). “The Fuzzy Front-End of Discontinuous Innovation: Insights for Management”, Journal of Product Innovation Management, 29(1): 70-87. (Nominated as 1/3 finalists in the journal’s ‘best article of the year’ competition 2012)
  • Reid, Susan E. and Deborah L. Roberts (2011). “Technology Vision: A Scale Development”, R&D Management, 41 (5): 427 – 442.
  • Reid, Susan E. and Ulrike de Brentani (2010). “Market Vision and Market Visioning Competence: Impact on Early Performance for Radically New, High-Tech Products”, Journal of Product Innovation Management, 27 (4): 500 – 518. (Nominated as 1/5 finalists in the journal’s ‘best article of the year’ competition, 2010)
  • Moore, Karl and Susan E. Reid (2008). “The Birth of Brand: 4000 Years of Branding History”, Business History 50(4): 419-432 (Lead Article).
  • Reid, Susan E. and Ulrike de Brentani (2008). “What Factors Determine Early Performance in Radical Innovation? Learning from the Top Performers”, Romanian Marketing Review 4 (Oct-Dec): 6–29.
  • Niosi, J. and S.E. Reid (2007). “Biotechnology and Nanotechnology: Science-based Enabling Technologies as Windows of Opportunity for LDCs?” World Development, 35 (3), pp. 426-438.
  • Tamilia, Robert and Susan E. Reid (2007). “Technological Innovation and the Rise of the Department Store in the Nineteenth Century”, Int’l Journal of Technology Marketing, Vol. 2, No. 2, pp. 1-21.
  • Reid, Susan E. and Ulrike de Brentani (2004). “The Fuzzy Front-End of New Product Development for Discontinuous Innovation: A Theoretical Model”, Journal of Product Innovation Management, 21(3), 170 – 184. (Nominated as 1/5 finalists in the journal’s ‘best article of the year’ competition, 2004)

Invited Journal Articles

  • Reid, Susan E. (2018). “Harnessing the Power of Entrepreneurial Market Vision”, Expert Insights, Published by Business Expert Press, pp. 1-12.
  • Reid, Susan E. (2007), “Boundary Spanners”, Technology Management Report, Published by the Center for Innovation Management Studies, NC State University, Raleigh, NC (ed. Mike Wolff).
  • Reid, Susan E. (2006), Research featured in “Developing New Ideas for Growth”, Technology Management Report, Published by the Center for Innovation Management Studies, NC State University, Raleigh, NC (ed. Mike Wolff), pp. 1 – 2.

Refereed Conference Proceedings/Presentations

  • Reid, Susan E., B. Abdulrazak, and M. Alas (2019). Capturing the Adoption Intention and Interest in InOvUS an Intelligent Oven: Segmenting Senior Users to Evaluate the Technology. HCII Conference, accepted for presentation and proceedings, July 2019, Orlando.
  • Abdulrazak, B., S. Reid, et al. (2018). “PhonAge: Adapted Smartphone for Seniors” 16th International Conference on Smart homes and health Telematics (ICOST), poster presentation. Singapore, June.
  • Reid, Susan E., B. Abdulrazak, and M. Alas (2017). Proof of Concept Evaluation Study for an Intelligent Oven. International Conference on Smart Homes and Health Telematics (ICOST) 2017 Meeting, Paris, France, August 29-31; 2017 Proceedings, 161 – 172, Springer International Publishing, Switzerland.
  • Reid, Susan E., B. Abdulrazak, and M. Alas (2016). An Exploratory Assessment of the Intrinsic and Extrinsic Motivations for use of Mobile Device Applications and Attributes by Senior (65+) Consumers. Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, pp. 267 – 273, Christchurch, NZ, December 2016.
  • Reid, Susan E., B. Abdulrazak, M. Alas and J. Bibeau (2016). Pervasive Mobile Services for Active Aging: An Exploratory Investigation into the Relationship between Willingness-to-Adopt Mobile Devices and Shopping Experience. International Conference on Smart Homes and Health Telematics (ICOST) 2016 Meeting, Wuhan China; 2016 Proceedings: Inclusive Smart Cities and Digital Health,K. Chang et al. (Eds.): LNCS 9677, pp. 211-221, Springer International Publishing, Switzerland.
  • Reid, Susan E., B. Abdulrazak and M. Alas (2016). An Exploratory Framework Assessing Intrinsic and Extrinsic Motivators Related to Mobile Device Applications and Attributes for Canadian Seniors. Proceedings of the ICCHP (International Conference on Computers Helping People with Special Needs), pp. 293 – 301, University of Linz, July 13-15, Austria, Springer International Publishing.
  • Reid, Susan E. and Ulrike de Brentani (2015). Divergent Thinking and its impact on the Development of Organizational Market Visioning Competence: An Empirical Test of the Model. Proceedings of the International Product Development and Management Conference (IPDMC – EIASM), pp. 1 – 19 (online), Copenhagen, June 2015.
  • Niosi, J., S. Reid and J.Y. Zhao (2013). The Internationalization of Chinese and Indian Pharmaceutical Companies: Challenges for Internationalization Theory. Globelics Conference Proceedings, Ankara, Turkey, October 2013.
  • Reid, Susan E., de Brentani, U. and E. Kleinschmidt (2013). A High-tech Firm ‘Early Front-end Success Typology’ Based on Individual and Organizational Capabilities and Resultant Market Visioning Competence, Proceedings of the European Marketing Academy Conference, p. 379, Istanbul, Turkey, May 2013.
  • Abdulrazak, B., Y. Malik, F. Arab, and S. Reid (2013). PhonAge: Adapted SmartPhone for Aging Population. International Conference on Smart Homes and Health Telematics ICOST 2013 Meeting, Singapore, Proceedings, 27 – 35, Springer International Publishing, Switzerland.
  • Reid, S., de Brentani, U. and M. Kalamas (2012). Divergent Thinking: A Potential Antecedent of Market Visioning Competence, Proceedings of the European Marketing Academy Conference, Lisbon, Portugal, May 2012.
  • Reid, S., Niosi, J. and P. Hanel (2011). The Changing Face of Agricultural Biotechnology: Focus on GM Crops, Globelics Conference Proceedings, Buenos Aires, Argentina, November 2011.
  • Reid, S., de Brentani, U. and M. Kalamas (2011). The Antecedents of Market Visioning Competence, Proceedings, Product Development and Management Association Conference, Phoenix, Arizona, October 2011.
  • Reid, Susan E., and Deborah L. Roberts (2011). The Impact of Technology Vision on Early Success: The Case for Radically New, High-Tech Products, Proceedings of the European Marketing Academy Conference, Ljubljana, Slovenia, May 2011.
  • Reid, Susan E. (2011). Réseaux de Biotech et Nanotech:Comparison des taux de diffusion de technologies émergentes, to be presented in the Roundtable Session: Des biotechnologies à la nanotechnologie – Quelles leçons pour la gestion de l’innovation, de la science à son application, ACFAS Conference, May, 2011, Sherbrooke, Quebec.
  • Hanel, Pater, Amichta, Anthony Roger, Niosi, Jorge and Susan Reid (2011). International Diffusion of Biotechnology in Emerging Countries: Evidence from Patent and Trade Data, Western Economic Association International, Brisbane, Australia, April 2011.
  • Hanel, Pater, Amichta, Anthony Roger, Niosi, Jorge and Susan Reid (2011). International Diffusion of Biotechnology: Patent and International Trade Evidence from Four Emerging Countries, Proceedings of the Second Asia-Pacific Innovation Conference, Tokyo, Japan, March 28-29, 2011.
  • Reid, Susan E. and Shyama V. Ramani (2010). The international diffusion of biotechnology in and out of India: a public policy perspective, CEDIMES Proceedings, 20th Conference of CEDIMES, “Development Models of Emerging Countries: Characteristics, Scope and Challenges”, Quebec City, Canada, November 2010.
  • Ramani, Shyama V., Chowdhury, Nupur, Coronini, Roger and Susan E. Reid (2010). On India’s plunge into Nanotechnology: What are good ways to catch-up? Globelics Conference Proceedings, Kuala Lumpur, Malaysia, October, 2010.
  • Reid, Susan E. and Deborah Roberts (2010). Technology Vision: Scale Development based on Exploratory and Confirmatory Factor Analyses, Proceedings of the International Product Development and Management Association (IPDMA), Murcia, Spain, 2010.
  • Reid, Susan E., de Brentani, Ulrike and Elko Kleinschmidt (2010), “A Typology of Front-End Market Vision Capability Scenarios of High-Tech Firms involved in Radical Innovation”, Proceedings of the European Marketing Academy Conference, Copenhagen, Denmark, June 2010.
  • Niosi, Jorge, Petr Hanel and Susan E. Reid (2010). “The International Diffusion of Biotechnologies”, The International Schumpeter Society Conference, Aalborg, Denmark, June 2010.
  • Chowdhry, Nupur, Shyama V. Ramani and Susan E. Reid (2010). “Nanotechnology and India: A Case of the Emperor’s New Clothes?”, Presentation for workshop on “States of Innovation: Research Policy and Practice after 10 Years of the National Nanotechnology Initiative”, Lyon, France, 28-30 April 2010.
  • Reid, Susan E. And Ulrike de Brentani (2008). “What Factors Determine Early Performance in Radical Innovation? Learning from the Top Performers”, Proceedings of the European Marketing Academy Conference, Brighton, England, May 2008.
  • Reid, Susan E. and Ulrike de Brentani (2007). “Market Vision for Radically New, High-Tech Products: The Impact of Moderating Effects”, Proceedings of the European Marketing Academy Conference, Reykjavik, Iceland, May 2007.
  • Palmer, Rob, Reid, Susan and Frank Pons (2007). “Impact of Base Knowledge on Consumer Comprehension: The Case of the Emerging Ice Cider industry”, Proceedings of the Administrative Sciences Association of Canada Conference, Ottawa, Ontario, 2007.
  • Reid, Susan E. and Ulrike de Brentani (2006). “The Antecedents and Impact of Market Vision for Radically New, High-Tech Products”, Proceedings of the European Marketing Academy Conference, Athens, Greece, May 2006.
  • Thakor, Mrugank and Susan E. Reid (2006). “Regional Attachment and its Effects on Consumption Behaviour”, Proceedings of the European Marketing Academy Conference, Athens, Greece, May 2006.
  • Reid, Susan E. and Ulrike de Brentani (2005). “The Impact of Market Vision on Early Success with Lead Users: The Case for Radically New, High-Tech Products”, presented by Susan Reid and in the Conference Proceedings of the Australian and New Zealand Marketing Academy Conference, Perth, Australia, December 2005. (Winner (2005), Australia and New Zealand Marketing Academy Conference “best paper” for the Entrepreneurship, Innovation and New Product Development track and also nominated as one of four “best papers” of the overall conference).
  • de Brentani, Ulrike and Susan E. Reid (2005). “The Fuzzy Front-End of Discontinuous Innovation: Insights for Research and Management”, Proceedings, Product Development and Management Association Conference, San Diego, CA, October 2005.
  • Niosi, Jorge and Susan E. Reid (2004). “Biotechnology and Nanotechnology: Science-based Enabling Technologies as Windows of Opportunity for LDCs”, Globelics Conference Proceedings, Beijing, China, October 2004.
  • Reid, Susan E. (2004). “Market Vision for Radically-New, Advanced Technologies: An Exploratory Investigation into the Nature of the Construct”, Presentation at ASAC, Marketing Division, Quebec City, Quebec, May 2004.
  • Tamilia, Robert and Susan E. Reid (2003). “Origin and Evolution of the Golden Era of the Department Store, 1846-1930”, Proceedings of the Marketing History Conference, 2003, Marketing History Conference, Lansing, MI.
  • Reid, Susan E. and John Pliniussen (2002). “The Technological Antecedents of Nanotechnology”, IEEE Engineering Management Conference Proceedings, Cambridge University, UK, August 2002.
  • Tamilia, Robert and Susan E. Reid (2002). “Technological Innovation and the Rise of the Department Store”, Presentation at the European Institute for Retailing (EIRASS), Heidelberg, Germany, August 2002.
  • Reid, Susan E. and Ulrike de Brentani (2002). “The Fuzzy Front-End: Insights for Managing Discontinuous Innovation”, Proceedings of the European Marketing Academy Conference, Bragga, Portugal, June 2002.
  • ASAC, Winnipeg, Manitoba, (May 2002). Symposium (BPS) “Governing Innovation in the Biopharmaceutical, Microfinance and Telecommunications Industries: Perspectives from Strategy, Organizational Theory and Management of Technology” (co-author and coordinator).
  • Reid, Susan E. and Welch, Theodora C. (2002). “Inter-Firm Knowledge Transfer in the Bio-Pharmaceutical and Contract Research Industries”, IAMOT Proceedings, Miami, FL, March 2002.
  • Reid, Susan E. (2000). “From Transaction to Interaction: Changing Relationships between the Biopharmaceutical and Contract Research Industries”, ASAC TIM Proceedings, Montreal, June 2000.
  • Reid, Susan E. (2000). “A Key to the Development and Understanding of Marketing Theory: The Study of Marketing History”, Marketing Education Proceedings of the Association of Marketing Theory and Practice, Hilton Head, S.C, March 2000.
  • Reid, Susan E. and Gad Saad, (1999). “The Roots of Innovation: A Pilot Study Investigating the Decision Processes of ‘Gatekeepers’ for Radical Innovations in High-Tech Organizations”, Proceedings of the ASAC Marketing Division, St. John, NB, June 1999.
  • Tamilia, Robert and Susan E. Reid (1999). “An Introduction to Dixonian Marketing Thought”, Proceedings of the Marketing History Conference, Marketing History Conference, Lansing, MI, 1999.
  • Carrillo, Jorge and Susan E. Reid (1998). “Tag Team Champions: An Integrative Analysis of Champions and the Process of Technological Innovation”, Presentation at the Academy of Management, Technology and Innovation Management Division, San Diego, CA, 1998.

Custom Fields

Staff: