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Researchers at UCD

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Mary Lambkin-Coyle

Professor of Marketing

School Of Business
Quinn School of Business
Belfield
Dublin 4

Tel: +353 1 7168806
Email: mary.lambkin@ucd.ie

Biography

Mary Lambkin is Professor of Marketing in the UCD School of Business where she teaches courses to undergraduate and postgraduate students and is involved in a range of research projects  under the general heading of marketing strategy.  She has written extensively on this subject in academic journals, and also writes commentaries on marketing topics of contemporary interest for professional publications. She has served as Head of the Marketing Group, as Dean of the UCD Business School and as a member of the Governing Authority of the university at various times, and also holds a number of positions in companies and professional organisations outside the university.

Professional

 

Associations

Association: American Marketing Association, Function/Role: Member
Association: European Marketing Academy (Elected Irish Representative, 2004-2006), Function/Role: Member
Association: Strategic Management Society, Function/Role: Member
Association: MBA Association, Function/Role: Member
Association: Marketing Society of Ireland (Chairman, 1993-1994), Function/Role: Member
Association: Marketing Institute of Ireland(member of Council, 2006-), Function/Role: Member
Association: Irish Marketing Teachers Association(Co-chaired National Conference, 1998), Function/Role: Member
     

Conference Contributions

Lambkin, M.; Business Decline and Failure: The Impact of Industry Context. [International Refereed Conference], Administrative Sciences Association of Canada, Guelph .
Lambkin, M.; Competition in High Growth Markets: A Framework for Analysis. [International Refereed Conference], Strategic Management Society Annual Conference, Philadelphia .
Lambkin, M.; Competition in Developing Markets: The Impact of Order of Entry. [International Refereed Conference], National Meeting of the Academy of Management, New Orleans .
Lambkin, M.; Order of Entry and Performance in New Markets. [International Refereed Conference], Research Colloquium on Strategy Content, Strategic Management Society and the Strategic Management Journal, Northwestern University .
Lambkin, M.; Order of Entry and Competitive Performance: The Evidence from PIMS. [International Refereed Conference], Inaugural Meeting of the British Academy of Management, University of Warwick .
Lambkin, M.; Pioneering New Markets: A Comparison of the Winners and Losers . [International Refereed Conference], European Marketing Academy Conference, Athens .
Lambkin. M.; Late Market Entry: Lessons from PIMS. [National Refereed Conference Paper], European Marketing Academy Conference, Dublin .
Lambkin, M. & Whelan, A.; Market Shake-outs: Evidence from the Computer Industry. [International Refereed Conference], British Academy of Management Conference, * .
Lambkin, M.; The Future of Digital Media. [National Refereed Conference Paper], National Digital Media Conference, Killarney .
M Lambkin, L. Muzellec; (2006) To Brand or Not to Brand: Exploring Corporate Rebranding Challenges at Guinness Ireland. [Oral Presentation], Proceedings of the American Marketing Association, Educators Conference, Chicago, USA , 01-AUG-06.
M Lambkin and, L. Muzellec ; (2004) Corporate Rebranding in a Brand Hierarchy: Introducing Vertical brand Extension Models. [Oral Presentation], Proceedings of the European Marketing Academy Conference, Murcia, Spain , 01-JAN-04.
Muzellec, L. Lambkin M.C. (2004) Corporate Rebranding in a Brand Hierarchy: Introducing Vertical Brand Extension Models. [International Refereed Conference], 33rd European Marketing Academy (Emac) Conference, Murcia , 19-MAY-04 - 21-MAY-04.
Lambkin, M. & Whelan, A.; Innovation and Competitiveness in the Computer Industry. [National Refereed Conference Paper], 2nd Conference on Management Research in Ireland, Dublin City University .
Lambkin, M.; Market Shake-outs: A Preliminary Conceptualization. [International Refereed Conference], European Marketing Academy Conference, Aarhus .
Lambkin, M; Market Shake-outs: A Framework for Research. [International Refereed Conference], European Marketing Academy Conference, Barcelona .
Lambkin, M.; Market Shake-outs: An Extension to the Product Life Cycle Concept. [International Refereed Conference], Marketing Education Group Conference, Loughborough .
Freeman, J. & Lambkin, M.; Market Exits and Shake-outs: Some Empirical Evidence. [International Refereed Conference], Marketing Education Group Conference, Coleraine .
Lambkin, M.; (2002) Understanding the Competitive Dynamics of New Markets . [National Refereed Conference Paper], National Digital Media Conference, Dublin , 01-MAY-02 - 01-MAY-02.
Lambkin, M.; (1996) The Irish Consumer: A Macro Perspective . [National Refereed Conference Paper], Irish Marketing Teachers Association Conference, Sligo , 16-MAY-96 - 16-MAY-96.
Lambkin, M.; (1996) The Irish Consumer Market, A Review. [National Refereed Conference Paper], Marketing Society of Ireland, Dublin , 18-JUN-96 - 18-JUN-96.
             

Other Activities

Member of Editorial Board, Journal of Strategic Marketing
Member of Editorial Board, Marketing Theory
Reviewer for Journal of Marketing (US)
Reviewer for European Journal of Marketing
Reviewer for Journal of Marketing Management

Publications

Books

Foxall, G., Heilbrunn,B., Lambkin, M. & van Raaij, F.; (1998) European Perspectives on Consumer Behaviour. : Prentice Hall. [Details]
Lambkin, M.; (1996) The Irish Consumer Market: A Guidebook for Marketing Professionals, (2nd ed.). : Marketing Society of Ireland. [Details]
Lambkin, M. & Meenaghan. A.J.; (1994) Perspectives on Marketing Management in Ireland. : Oak Tree Press. [Details]
Lambkin, M.; (1993) The Irish Consumer Market: A Guidebook for Marketing Managers. : Marketing Society of Ireland. [Details]

Book Chapters

Lambkin, M; (2000) 'Marketing Strategy' In: Blois, K (eds). Marketing Management. Oxford, UK: Oxford University Press. [Details]
Lambkin, M.; (1995) 'Market Shake-outs: Causes & Consequences' In: Leavy, B. & Walsh, J (eds). Strategy & General Management. [Details]
Lambkin, M. & O'Dyer, M.; (1995) 'Couponing & Coupon Redemption: Problems & Perspectives' In: Meenaghan, A.j. & OSullivan, P (eds). Marketing Communications in Ireland. [Details]
Lambkin, M.; (1993) 'Irish Market Demographics' In: Lambkin, M. & Meenaghan, A (eds). Perspectives on Marketing Management in Ireland. [Details]
Lambkin, M.; (1990) 'Evolutionary Models of Markets and Competitive Structures' In: Day, G.S., Weitz, B. & Wensley, R (eds). The Interfaces of Marketing and Strategy. [Details]
 

Peer Reviewed Journals

M Lambkin and, L. Muzellec ; (2006) 'Corporate Rebranding: Destroying, Transferring or Creating Brand Equity'. European Journal of Marketing, 40 (78):803-824. [Details]
Doogan, M., Lambkin, M. & Muzellec, L.; (2003) 'Corporate Rebranding: An Exploratory Review'. Irish Marketing Review, 16 (2):31-40. [Details]
M Lambkin, L. Muzellec and M.Doogan ; (2003) 'Corporate Rebranding: An Exploratory Review'. Irish Marketing Review, 16 (2):31-40. [Details]
Bradley, F. & Lambkin, M.; (1996) 'The Changing Consumer in Ireland'. International Journal for Research in Marketing, 12 (5):449-466. [Details]
Lambkin, M. & O'Dwyer, M.; (1994) 'Couponing & Coupon Redemption: Problems & Perspectives'. Irish Marketing Review, :65-76. [Details]
de Burca, S. & Lambkin, M.; (1993) 'Sales Force Management in Ireland'. Irish Marketing Review, 6 :53-63. [Details]
Lambkin, M.; (1992) 'Pioneering New Markets: A Comparison of Market Share Winner and Losers'. International Journal for Research in Marketing, 9 :5-22. [Details]
Lambkin, M. & McGovern, D.; (1991) 'Sales Forecasting with Diffusion Models: A Review and Empirical Test'. Journal of Irish Business and Administrative Research, 12 :1-19. [Details]
Lambkin, M.; (1989) 'Evolutionary Processes in Competitive Markets: Beyond the Product Life Cycle'. Journal of Marketing Management, :4-20. [Details]
Lambkin, M.; (1989) 'Timing Market Entry: A Key to Competitive Success'. Irish Marketing Review, 4 (2):42-53. [Details]
Lambkin ,M.; (1988) 'Order of Entry and Performance in New Markets'. :127-140. [Details]
Lambkin, M.; (1980) 'A Study of Advertising Regulation in Ireland'. Journal of Irish Business and Administrative Research, :101-113. [Details]
Lambkin, M; (1979) 'At the Hands of the Law - Advertising Regulation in Ireland'. :9-24. [Details]
                                                                                             

Research

Research Interests

Strategic marketing issues, particularly the role of marketing in corporate decision making. The interplay between marketing and finance and the role of marketing at board level. Building, valuing and managing brand portfolios, particularly in the context of mergers and acquisitions. Corporate branding and rebranding. The relationship between brand equity and shareholder value. The structure and evolution of Irish and European markets of relevance for marketing practice. Market shake-outs and consolidation and their implications for marketing. Special interest in consumer products and the financial services industry.