Ph.D., University of Otago, 2002
M.Comm. University of Auckland, 1992
B.Appl.Econ. (Honors), Massey University, 1999
B.M.S., University of Waikato, 1985
Teaching Interests and Areas of Expertise
Marketing Strategy, Marketing Management, Strategic Brand Management, Marketing Research
Professional ActivitiesPrior to joining the Drucker School faculty, Jenny Darroch was the Director of Entrepreneurship and a Senior Lecturer [Associate Professor] in Marketing at the University of Otago in New Zealand. She has taught in numerous executive education programs in New Zealand and around the Asia-Pacific region, managed the marketing curriculum for a large MBA program in New Zealand, developed and launched a Masters degree in Entrepreneurship, and was instrumental in developing support structures to allow the commercialization of science and technology intellectual property from universities. In 2002, Jenny had the honor of leading the New Zealand delegation to an APEC conference in Monterrey, Mexico, aimed at developing policies to support young entrepreneurs.
Jenny continues to provide leadership to her professional community. For example, she is an active board member of the Marketing and Entrepreneurship Special Interest Group within the American Marketing Association and hosts an American Marketing Association Chapter at Claremont Graduate University. Jenny frequently reviews for the Journal of the Academy of Marketing Science, Sage, Wiley, Palgrave, Routledge and other publishers.
Jenny’s research has always examined the interface between marketing, innovation and entrepreneurship. Jenny’s research currently focuses on how firms create new markets and transform existing markets through marketing and entrepreneurial activities (in fact, this inspired a new course Jenny is offering EMP students called “Transforming and Creating Markets to Generate Growth”). Her publications appear in leading journals such as the European Journal of Marketing, Journal of Business Ethics and the Journal of Small Business Management. A career highlight was co-editing (with George Day and Stan Slater) a Special Issue of the Journal of the Academy of Marketing Science: A Tribute to Peter Drucker in 2009.
Jenny has an active consulting background and former clients include local and central governments, banks, high technology firms, retailers, and fast moving consumer goods manufacturers and importers.
Working Papers
Beyond innovation: what does it take to change product-market boundaries?
Does marketing suffer from managerial myopia?
Is necessity the mother of invention?
The impact of technology and brands on growth? (Funded by a PDMA Research Award)
