Jenny Darroch, PhD. PO Box 1389, Claremont, CA 91711, USA

Ph.: (909) 260 7504| JennyDarroch@gmail.com |LinkedIn

Summary:

Jenny Darroch is a Professor of Innovation, Entrepreneurship, and Marketing at the Drucker School of Management in Claremont, CA. She works at the intersection of government policy

and firm strategy. In this capacity, she has examined macroeconomic policy that fosters innovation; behaviors and practices within organizations that lead to more innovative

outcomes; types of innovation; and the impact of innovations on consumer behavior. Darroch attended the recent week-long UN Summer Academy to learn about the Sustainable Development Goals and she is currently helping businesses better understand the goals and determine how to integrate them into strategy and practice. Research Her early work on innovation was around the time when National Innovation Systems (NIS) first

became popular. Here, Darroch developed a methodology for examining New Zealand’s NIS, which was published in Prometheus. Darroch continued to publish a large number of studies on innovation and entrepreneurship, covering topics such as: market creation, patents, SMEs, sources of innovation, sustainable corporate entrepreneurship, corporate venturing, and entrepreneurial marketing (for a list of publications see Darroch’s Google Scholar entry).

Identifying drivers of innovation led her to develop the first ever instrument to measure an organization’s knowledge management orientation. Two of her articles (“Developing a measure of knowledge management behaviours and practices” and “Knowledge management, innovation and firm performance”) were recognized as classics in the Knowledge Management

field based on the high number of citations they received.

Examining what innovation means led Darroch to examine the impact innovations have on markets, underscoring her signature course titled “Transforming and Creating Markets to

Generate Growth,” which informed her book Marketing Through Turbulent Times.

Darroch’s interest in markets led to her most recent book, Why Marketing to Women Doesn’t

Work. The book is an exploration of market segmentation and was written in response to how poorly marketers seem to understand the role of women today. In addition to work that speaks directly to Darroch’s work on innovation and entrepreneurship,

Darroch co-edited a Special Issue of the Journal of the Academy of Marketing Science dedicated to Peter Drucker (with George Day and Stan Slater). This was published in 2006 (Issue 34,

Volume 3).

Darroch is deeply interested in Drucker’s work on a functioning society and inspired by the United Nations Sustainable Development Goals (SDG) for 2030. She attended the UN Academy

on SDG in Bonn, Germany in August 2016 to learn more about SDGs so that she can use her interest in macroeconomic policy, innovation and entrepreneurship, and human capital to

examine how public-private partnerships can best implement SDGs.

Teaching: At the Drucker School, Darroch teaches only MBA and EMBA students, and corporate clients who want tailor-made executive education programs. She teaches across a range of topics related to strategy, innovation, entrepreneurship and marketing. Darroch also leads the marketing concentration and the innovation and entrepreneurship concentration for the Drucker MBA program. Darroch has also had a long-standing relationship

with the Keck Graduate Institute where teaches marketing and market assessment courses, and

supervises Team Masters Projects for Life Science clients.

While working in New Zealand as a Director of Entrepreneurship at the University of Otago, Darroch developed the country’s first Masters in Entrepreneurship, which included a city-wide incubator to foster and develop startups. The primary goal of her work in this capacity was to retain graduates and support regional economic development. Consulting: Darroch was an active consultant long before becoming an academic and she continues to work with a diverse group of clients. Her work has ranged from advising the New Zealand Government on how to measure innovation, to working with organizations on assignments

related to marketing, strategy, innovation and entrepreneurship.

In addition, Darroch oversees up to 10 student projects a year. These projects range from conducting market analysis and developing go-to-market strategies for new innovations,

through to fine tuning pricing and communications tactics. There are always a range of client organizations from a range of countries. Projects can be complex and ambiguous, or focused and clear cut. Qualifications:

PhD in Marketing: Thesis: Knowledge Management and Innovation

M. Commerce in Marketing and International Business. Thesis: Brand Loyalty and Cars

B. Applied Economics (Hons) in Economics. Thesis: Innovation and Economic Growth.

B. in Management Studies in Marketing and Economics Any questions… send them directly to JennyDarroch@gmail.com