Professor Emeritus, Marketing

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 a retired professor of Marketing at the Ivey Business School. 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 Western University.

More's research interests include marketing planning, new products, technology development and organizational adoption behaviour. 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

Education

  • BSc, Alberta
  • MBA, Western
  • PhD, Western

Recent Refereed Articles

  • Ryans, A.B., More, R.A., Hulland, J.S., 1995, "Profitable Multibranding", Journal of Brand Management, December (3): 183 - 196.
  • More, R.A., 1989, "Generating Profit from New Technology: Adoption as a Major Management Problem", Canadian Journal of Administrative Sciences, March: 29 - 35.
  • More, R.A., 1988, "Supplier/User Interfacing in the Development and Adoption of New Hardware/Software Systems: A Framework for Research", IEEE Transactions on Engineering Management, August 35(3): 190 - 196.
  • More, R.A., 1986, "Developer / Adopter Relationships in the Adoption of CAD/CAM Systems: Implications for Operations Management ", Journal of Business Research, December 14(6): 501 - 517.
  • More, R.A., 1986, "Developer/Adopter Relationships in the Adoption of CAD/CAM Systems: Implications for Operations Management ", International Journal of Operations and Production Management 6(4): 87 - 100.
  • More, R.A., 1985, "Patterns of Market Research Timing for New Industrial Products", R & D Management 15(4): 271 - 281.
  • More, R.A., 1985, "Barriers to Innovation: Intraorganizational Dislocations", Journal of Product Innovation Management, September 2(3): 205 - 207.
  • More, R.A., 1984, "Timing of Market Research in New Industrial Product Situations", Journal of Marketing, Fall 48(4): 84 - 94.
  • More, R.A., 1984, " Improving the Organizational Adoption Rate for High-Technology Industrial Products ", Journal of Product Innovation Management, September 1(3): 182 - 198.
  • More, R.A., 1983, "Sensitivity of New Industrial Product Risk to R&D Incentives", R & D Management 13(2): 93 - 100.
  • More, R.A., 1982, "Risk Factors in Accepted and Rejected New Industrial Products", Industrial Marketing Management, February 11(1): 9 - 15.
  • More, R.A., Little, B., 1980, "The Application of Discriminant Analysis to the Prediction of Sales Forecast Uncertainty in New Product Situations", Journal of the Operational Research Society, January 31(1): 71 - 77.
  • Cooper, R.G., More, R.A., 1979, "Modular Risk Management: An Applied Example", R & D Management 9(2): 93 - .
  • More, R.A., 1978, "Primary and Secondary Market Information for New Industrial Products", Industrial Marketing Management, June 7(3): 153 - .
  • Little, B., More, R.A., 1978, "Sales Forecast Errors for New Product Projects", Industrial Marketing Management, February 7(1): 49 - 53.

Experience

  • Assistant Professor of Marketing, Western University, 1973-74, 1975-78, Harvard, 1974-75
  • Associate Professor of Marketing, Western University, 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.

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.