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

Susan E. Reid, Professor of Marketing, Williams School of Business, Bishop’s University, has research interests including front-end strategy for new product development and innovation, technology and market vision, branding, networks, the modeling of decision-making in high-tech businesses and marketing history. She has published in refereed journals including: Journal of Product Innovation Management, Industrial Marketing Management, Technological Forecasting and Social Change, R&D Management, World Development, Business History and International Journal of Technology Marketing.  Recently, she co-authored the introductory chapter to a new Cambridge University Press text, “Nanotechnology and Development: What’s in it for Emerging Countries?” Additionally, she wrote a chapter entitled “Vision and Radical Innovation: A Typology” in the newly-released Springer publication “Adoption of Innovation – Balancing Stakeholders in the Marketing of Innovation”. She is associated to the Canada Research Chair on the Management of Technology and has over 25 years of experience working and consulting for the biopharmaceutical, nanotechnology and aviation sectors.

Research

Dr. Reid is a Professor in the Williams School of Business. She earned her bachelor’s degree in Biology at Queen’s University in 1986, her MBA in International Marketing at McGill in 1991 and her PhD in Marketing at Concordia University in 2005. Her research interests include market vision for radical innovations, new product development, networks and diffusion of technologies, nanotechnology, biotechnology and marketplace acceptance of radical innovations.

Publications

Refereed Journal Publications

Reid, Susan E., Deborah L. Roberts and Karl Moore (2015). “Vision for Technology-Enabled Radical Innovation and its Impact on Early Success”, Journal of 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. (2014). “Evolution of Nanotechnology: The Science and the Industry”, Introduction Chapter in: Nanotechnology and Development: What’s In It for Emerging Countries?, Shyama V. Ramani, ed., Cambridge University Press.

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”, Int. 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, 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 Visioning Competence and Market Vision: Impacts 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 deBrentani (2008). “What Factors Determine Early Performance in Radical Innovation? Learning from the Top Performers”, Romanian Marketing Review 4 (Oct-Dec): 6–29.

Refereed Conference Proceedings/Presentations

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. Accepted for presentation and inclusion in the Proceedings of the International Product Development and Management Association (IPDMA), 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, Istanbul, Turkey, May, 2013.

Abdulrazak, B., Y. Malik, F. Arab, and S. Reid (2013). PhonAge: Adapted SmartPhone for Aging Population. ICOST 2013 Proceedings, Singapore.

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 Bio-Technology: 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 co-ordinator).

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.

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