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Madill, Judith

Madill, Judith

Professor Emeritus
Paul Desmarais Professorship
B.H.Ec. (University of Manitoba), M.Sc. (University of Manitoba), Ph.D. (UWO)
DMS 6124
613-562-5800 x 4740
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Dr. Judith Madill received her Undergraduate degree and Masters from the University of Manitoba and her PhD from the Ivey School of Business, University of Western Ontario. As a Professor of Marketing at the Telfer School of Management, she engages in an active research program and has authored over 75 refereed research papers in the marketing and management fields. Most recently, Dr. Madill’s research has focused on social marketing, social entrepreneurship and sponsorship. For Dr. Madill, doing business just to make money is worthwhile, but not quite enough. As a result, in her research she explores how social marketing and social entrepreneurship can help make the world a better place. Judith is a frequently invited speaker on marketing in both the academic and practitioner worlds and is a recent winner of awards for both teaching and research.

Changing the World through Social Marketing

Social marketing involves utilizing commercial marketing philosophies and tools in order to benefit society. Examples of the use of social marketing include programs designed to encourage smoking cessation, campaigns designed to encourage individuals to behave in environmentally responsible ways, and programs designed to encourage and assist individuals to eat well and exercise appropriately in order to enjoy the benefits of healthy lifestyles. Many social marketing programs are financed at least partly through attracting sponsorship resources, and most recently, Professor Madill’s research has focused on how to effectively utilize sponsorship as a means of financing social marketing programs and campaigns.

Changing the World through Social Entrepreneurship

Social entrepreneurship may be defined as using and applying business practices to generate revenues and income in organizations that have primarily a social mission. A good example of this would be a soup kitchen that serves free or low-cost meals to those in need, while generating revenues and profits from a catering business to fund this social mission. Research conducted by Dr. Madill and her colleagues shows that such organizations often strive to achieve greater financial self-sufficiency, work to achieve social transformation and are often considered to be quite innovative organizations. Most recently, Professor Madill and her graduate students have been working to identify and analyze the marketing strategies that are most often utilized and are most effective in achieving financial self sufficiency in such organizations.

Research Areas
  • Entrepreneurship
  • Marketing
  • Social Entrepreneurship
  • Social Marketing

Publications during the last 7 years

Chapters in Books

  • Hebb, T., Madill, J.J. and Brouard, F. Exploring Social Transformation, Financial Self Sufficiency and Innovation in Canadian Social Enterprises. In Mook, L., Quarter, J. and Sherida, R.. Businesses with a Difference: Balancing the Economic and the Social. University of Toronto Press, 2012.

Papers in Refereed Journals

  • Mitchell, A., Madill, J.J. and Chreim, S. 2016. Social enterprise dualities: implications for social marketing. Journal of Social Marketing, 6(2): 169-192.
  • Mitchell, A., Madill, J.J. and Chreim, S. 2015. Marketing and social enterprises: implications for social marketing. Journal of Social Marketing, 5(4): 285-306.
  • Madill, J.J., O'Reilly, N. and Nadeau, J. 2014. Financing Social Marketing Programs Through Sponsorship: Implications for Evaluation . Journal of Social Marketing, 4(1): 22-37.
  • Neilson, L. and Madill, J.J. 2014. Using winery web sites to attract wine tourists: An international comparison. International Journal of Wine Business Research, 26(1): 2-26.
  • Madill, J.J., Wallace, L., Goneau-Lessard, K., MacDonald, R. and Dion, C. 2014. Best practices in social marketing among Aboriginal peoples. Journal of Social Marketing, 4(2): 155-175.
  • Madill, J.J. and Zeigler, R. 2012. Marketing Social Missions - Adopting Social marketing for Social Entrepreneurship? A Conceptual Analysis and Case Study. International Journal of Nonprofit and Voluntary Sector Marketing, 17(4): 341-351.
  • O'Reilly, N. and Madill, J.J. 2012. The Development of a Process for Evaluating Marketing Sponsorships. Canadian Journal of Administrative Sciences/Revue canadienne des sciences de l'administration, 29(1): 50-66.

Funded Research during the last 7 years

Funded Research during the last 7 years
From-To Source Title * ** Role Amount
2013-2014 Undergraduate Research Opportunity Program (UROP) Toward an Understanding of Social Enterprise Marketing Practices R I PI $ 1,500
2011-2016 SSHRC - CURA Responsible Investing Initiative - Leader of Research Stream on Social Entrepreneurship (PI: T. Hebb, Carleton University) R C Co-I $ 1,000,000
2011-2013 Telfer School of Management (Graduate Student Funds) Toward an Understanding of Social Enterprise Consumer Patronage Motives: An Experimental Study R I PI $ 1,447
2010-2011 SSHRC - CURA First Round Responsible Investing (Collaborator - Leader of Research Stream on Social Entrepreneurship) R C Co-I $ 20,000
2010-2011 Telfer School of Management (Graduate Student Funds) Marketing Strategies in Social Enterprises: An Exploratory Study R I PI $ 2,000
2008-2011 SSHRC - Research in Management, Business and Finance Commercial Lending and R&D-Intensive SMEs R C Co-I $ 65,000
2008-2011 Telfer School of Management (4A SSHRC Program) Improving the Competitiveness of Canadian Winery SMEs: An Assessment of Web Site Marketing Strategies R I PI $ 6,000

*Purpose = C: Contract (R and D), E: Equipment Grant, R: Research Grant, S: Support Award, P: Pedagogical Grant, O: Other, U: Unknown

**Type= C: Granting Councils, G: Government, F: Foundations, I: UO Internal Funding, O: Other, U: Unknown

Role: PI = Principal Investigator, Co-I = Co-Investigator, Co-PI = Co-Principal Investigator

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