Associate Professor, Marketing

Education

• BSc, Alberta
• MBA, UWO
• PhD, UWO

Contact Information

• Office: LNCPM 2N60
• Phone: 519-661-3291
• Email: rmore@ivey.uwo.ca

Profile

Marketing Strategy for Technology-Intensive Companies, Marketing and Strategic Planning, Managing New Product and Service Adoption, Buyer Behaviour for New Products and Services Marketing Strategy for Technology-Intensive Companies, Marketing and Strategic Planning, Managing New Product and Service Adoption, Buyer Behaviour for New Products and Services

Roger A. More is an Associate Professor of Marketing at the Richard Ivey School of Business. Prior to joining the school, More served as a faculty member at Harvard Business School. He earned a BSc in Chemical Engineering from the University of Alberta, and his MBA and PhD degrees from The University of Western Ontario.

More's research interests include marketing planning, new products, technology development and organizational adoption behavior. He is a consultant in marketing strategy, new product development and executive programs for a number of leading technology-based companies in the United States and Canada, including General Electric, General Motors, Ciby-Geigy, Northern Telecom, Atomic Energy of Canada, CIL, Dresser Industries, Hewlett-Packard, DEC and others. He has published many papers in academic and professional journals and is on the editorial board of The Journal of Product Innovation Management, The Journal of Business to Business Marketing and Industrial Marketing Management.

Teaching

• Marketing Management
• Business-to-Business Marketing Management
• Strategic Marketing Planning for Technology-Intensive Businesses
• Management and Marketing of New Technologies and Products
• PhD Marketing

Research/Course Development

• Developing a new market-focused planning process for companies to improve their marketing planning process, particularly for new products and technologies. Organizational buying behaviour and adoption of new technology-based products.
• Buyer/seller relationships, managing strategic relationships between companies developing new technologies and adopting customer companies. Integrating the management and marketing of new technology with the scientific, engineering, and R&D side of new technology.
• Forecasting organizational adoption rates for new technology-based industrial products. Developing a new market-focused planning process for companies to improve their marketing planning process, particularly for new products and technologies.
• Organizational buying behaviour and adoption of new technology-based products.
• Buyer/seller relationships, managing strategic relationships between companies developing new technologies and adopting customer companies. Integrating the management and marketing of new technology with the scientific, engineering, and R&D side of new technology.
• Forecasting organizational adoption rates for new technology-based industrial products.

Experience

• Assistant Professor of Marketing, UWO, 1973-74, 1975-78, Harvard, 1974-75
• Associate Professor of Marketing, UWO, 1978-present. Received tenure, 1979.
• Celanese Corporation, Process Engineer, Project Engineer, & Assistant Unit Production Superintendent in a new process technology venture, 1964-68.
• Registered Professional Engineer (P.Eng.), 1966-present. Former Director, Laurier Holdings and Laurier Life Insurance Company, members of The Laurentian Group, 1984-89.
• Director, GSW Inc., Audit Committee, Heating Products Company, and Construction Products Company, 1988-present.