Madill, Judith

Biography

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.

Publications during the last 7 years

Chapters in Books

Madill, J., Riding, A. and Haines, G.H. (Jr.). Strategic Dilemmas of a Small Market Player: The Canadian Wine Industry. In Nigam, D. and Jha, J. (Eds.). Wine Industry-Global and Indian Scenarios. Kolkata, India: ICFAI Research Centre, 2008.

Riding, A., Madill, J. and Haines Jr., G.H. Investment Decision Making by Business Angels. In Landsröm, H. (ed.). Handbook of Research on Venture Capital. Cheltenham: Edward Elgar Publishers, 2007.

Madill, J. and Abele, F. The Evolution of the March 21 Anti-Racism Social Marketing Program: A Case. In Hastings, G.. Social Marketing. London: Elsevier, 2007.

O'Reilly, N. and Madill, J. The World Anti-Doping Agency: The Case of Barriers to the Adoption of Social Marketing. In Hastings, G.. Social Marketing. London: Elsevier, 2007.

O'Reilly, N. and Madill, J. The World Anti-Doping Agency: The Role of Social Marketing. In Basil, D. and Wymer, W. (Eds.). Social Marketing: Advances in Research and Theory, Best Business Books. Philadelphia: Haworth Press, 2007.

Madill, J. and Abele, F. From Public Education to Social Marketing: The Evolution of the Canadian Heritage Anti-Racism Social Marketing Program. In Basil, D. and Wymer, W. (Eds.). Social Marketing: Advances in Research and Theory, Best Business Books. Philadelphia: Haworth Press, 2007.

Papers in Refereed Journals

Madill, J. and Neilson, L. 2010. Web Site Utilization in SME Business Strategy: The Case of Canadian Wine SMEs. Journal of Small Business and Entrepreneurship, 23(4): 489-508.

Madill, J. and O'Reilly, N. 2010. Investigating Social Marketing Sponsorships: Terminology, Stakeholders, and Objectives. Journal of Business Research, 63(2): 133-139.

Neilson, L., Madill, J. and Haines Jr., G.H. 2010. The Development of E-business in Wine Industry SMEs: An International Perspective. International Journal of Electronic Business, 8(2): 126-147.

Madill, J., Brouard, F. and Hebb, T. 2010. Canadian Social Enterprises: An Empirical Exploration of Social Transformation, Financial Self-Sufficiency and Innovation. Journal of Nonprofit and Public Sector Marketing, 22(2): 135-151.

O'Reilly, N. and Madill, J. 2009. Methods and Metrics in Sponsorship Evaluation. Journal of Sponsorship, 2(3): 215-230.

Riding, A.L., Coscarella, R., Orser, B.J. and Madill, J. 2008. Women Business Owners in International Trade: Ethical Issues, Response Strategies and Moral Progress. International Journal of Entrepreneurship and Small Business, 6(1): 133-154.

Riding, A.L., Madill, J. and Haines, G. Jr. 2007. Incrementality of SME Loan Guarantees. Small Business Economics, 29(1/2): 47-61.

Madill, J., Haine, G., Jr. and Riding, A.L. 2007. Managing Customer Relationships: Account Manager Turnover and Effective Account Management. Industrial Marketing Management, 36(2): 241-248.

Heslop, L., Madill, J., Duxbury, L. and Dowdles, M. 2007. Doing What Has to be Done: Strategies and Orientations of Married and Single Mothers for Food Tasks. Journal of Consumer Behaviour, 6(2/3): 75-93.

Madill, J. and Abele, F. 2007. From Public Education to Social Marketing: The Evolution of the Canadian Heritage Anti-Racism Social Marketing Program. Journal of Nonprofit and Public Sector Marketing, 17(1/2): 27-53.

O'Reilly, N. and Madill, J. 2007. Evaluating Social Marketing Elements in Sponsorship. Social Marketing Quarterly, 13(4): 1-25.

O'Reilly, N. and Madill, J. 2007. The World Anti-Doping Agency: The Role of Social Marketing. Journal of Nonprofit and Public Sector Marketing, 17(1/2): 1-26.

Madill, J., Riding, A.L. and Haines, G. (Jr.). 2006. Women Entrepreneurs: Debt Financing and Banking Relationships. Journal of Small Business and Entrepreneurship, 19(2): 121-142.

Orser, B.J. and Madill, J. 2006. Sustaining the Momentum. Journal of Small Business and Entrepreneurship, 19(2): iii-x.

Madill, J., Haines, G.H. (Jr.) and Riding, A.L. 2005. The Role of Angels in Technology SMEs: A Link to Venture Capital. Venture Capital: an International Journal of Entrepreneurial Finance, 7(2): 107-129.

Heslop, L., Madill, J., Duxbury, L. and Dowdles, M. 2005. How Single and Married Women Organize to Get the Food on the Table Every Day: Strategies, Orientations, Outcomes and the Role of Convenience Foods. Advances in Consumer Research, 33: 599-605.

Invited Contributions and/or Technical Reports

Madill, J. 2008. "Youth Exposure to Advertising Targeted to Adults: An Overview of the Research Literature", Health Canada, , 36p.

Funded Research during the last 7 years

From-To	Source	Title	*	**	Role	Amount
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
2011-2012	Telfer School of Management Research Fund (SMRF)	Psychographic Segmentation in Social Enterprise: Toward an Understanding of Consumers	R	I	PI	$ 1,447
2010-2011	Telfer School of Management Research Fund (SMRF)	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
2008-2009	Carleton University	Web Site Usability Assessment in the Canadian Wine SME Cluster	R	O	PI	$ 7,000
2007-2008	ORNEC	Website Usability Assessment in Canada's Heritage Resource Sector	R	G	Co-I	$ 10,000
2007-2008	ORNEC	Web Site Usability Assessment in the Canadian Wine SME Cluster	R	G	PI	$ 10,000
2005-2007	Centre for Education on Women and Work	Social Marketing Implications of Childbearing Decisions Among Professional and Managerial Women	R	O	PI	$ 10,000
2005-2007	Centre for Education on Women and Work	Consumer Behaviour and Social Marketing Implications of Childbearing Decisions among Professional and Managerial Women	R	O	PI	$ 10,000
2002-2006	Centre for Education on Women and Work	Decision Making: The Decision to Have Children Among Canadian Professional Women	R	O	Co-PI	$ 50,000

*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

Scholarly and Professional Academic Activities during the last 7 years

From	To	Activity
2011	2011	Panel Chair: "Addressing today's social and environmental challenges through innovation, Carleton Centre for Community Innovation", Leveraging Private Capital for Public Good, March 2, Ottawa, Canada
2011	2011	"E-Business in Wine Industry SMEs: An International Perspective", Invited Presentation to the Marketing Research and Intelligence Association, April, 2011, Ottawa. (With L. Neilson and G. Haines, (Jr.)
2011	2011	"Utilizing Traditional and Emerging Market Research Methodologies in Effective Social Marketing", Taught in Certificate Program on Effective Social Marketing, offered by the Centre of Excellence for Public Sector Marketing delivered to Service Canada, March , Ottawa
2011	2011	"The Role of Marketing Research in Effective Marketing Planning", Taught in Management Certificate Program in Not for Profit and Social Marketing, January 20, Sprott School of Business Executive Development, Carleton University
2010	2010	Member, Editorial Review Board, Canadian Journal of Nonprofit and Social Economy Research
2010	2010	"Utilizing Traditional and Emerging Market Research Methodologies in Effective Social Marketing", Taught in Certificate Program on Effective Social Marketing, offered by the Centre of Excellence for Public Sector Marketing delivered to Heath Canada, April, Ottawa.
2010	2010	"The Role of Marketing Research in Effective Marketing Planning", Taught in Management Certificate Program in Not for Profit and Social Marketing, February 5, Sprott School of Business, Carleton University.
2009	2009	Member, Financing Civil Society Research Group, Carleton Centre for Community Innovation
2009	2009	External examiner Annette Keough, MBA thesis, Sprott School of Business, Carleton University "Influencing Retirement Intentions of Older Workers - Approaches to Retain Existing Employees Considering Retirement"
2009	2009	External assessor for Dr. Fang Wan, Promotion to Associate Professor, University of Manitoba
2009	2009	February 5: "Effective Marketing Research and Evaluation", Invited Presentation to Services Canada, Ottawa, Canada
2009	2009	February 9 - 10: "Managing Marketing Research and Evaluation in Public Sector and Not For Profit Organizations", Invited Presentation to Marketing in Public Sector and Not For Profit Organizations Course, Ottawa, Canada
2009	2009	April 7: Chair for " SMEs and Consumer Behavior", AUMEC Conference 2009
2009	2009	"Effective Marketing Research and Evaluation", Taught in Certificate Program on Effective Public Sector Marketing, offered by the Centre of excellence for Public Sector Marketing, delivered to Services Canada , February 5, Ottawa, Canada.
2009	2009	"Managing Marketing Research and Evaluation in Public Sector and Not For Profit Organizations", Taught in Management Certificate Program in Not for Profit and Social Marketing, February, Sprott School of Business, Carleton University.
2008		Appointed to the Management Board, Carleton University Centre for Social Entrepreneurship
2008	2008	Member, Editorial Review Board, Journal of Nonprofit and Public Sector Marketing
2008	2008	Member, Management Board, Carleton University Centre for Social Entrepreneurship
2008	2008	June: "Evaluating Marketing Sponsorship", presented at MARCOMM, Ottawa, Canada.
2008	2008	March: "Marketing in Today's World", presented to the Society of Management Accounting, Ottawa, Canada.
2008	2008	Expert Informant evaluating Government of Canada survey instrument evaluating advertising done by all Departments, Government of Canada.
2008	2008	External Assessor for tenure and promotion of Dr. Magdalena Cismaru, Faculty of Business Administration, University of Regina.
2008	2008	External Assessor for tenure and promotion of Dr. Sameer Deshpande, Faculty of Management, University of Lethbridge.
2008	2008	February: "Managing Marketing Research in Public Sector and Not for Profit Organizations", presented to the Centre of Excellence for Public Sector Marketing and Carleton University, Ottawa, Canada.
2008	2008	August 12: "Issues in Effective Management of Market Research and Evaluation", Invited Presentation to the Executive Certificate in Public Sector and Non Profit Marketing, Ottawa, Canada.
2008	2008	May: "Youth Exposure to Advertising Targeted to Adults: An Overview of the Research Literature", Presented to the Tobacco Control Programme, Health Canada, Ottawa, Canada.
2008	2008	"Issues in Effective Management of Market Research and Evaluation", Taught in Executive Certificate in Public Sector and Non Profit Marketing, Sprott School of Business, August 12, Gatineau, Canada.
2008	2008	Invited Keynote Speaker, "Evaluating Marketing Sponsorships", MARCOMM, Ottawa, Canada.
2008	2008	"Youth Exposure to Advertising Targeted to Adults: An Overview of the Research Literature", Presented to the Tobacco Control Programme, Health Canada, March, Ottawa, Canada.
2008	2008	"Marketing in Today's World", Taught in the Society of Management Accountants of Ontario, Certified Management Accountants Course, March, Ottawa, Canada.
2008	2008	"Managing Marketing Research and Evaluation in Public Sector and Not For Profit Organizations", Taught in Management Certificate Program in Not for Profit and Social Marketing, Sprott School of Business, Carleton University, February, Ottawa.
2008	2009	Reviewed for: International Council on Small Business and Entrepreneurship, Journal of Nonprofit and Public Sector Marketing, Academy of Marketing Science 2009 World Marketing Congress, Journal of Small Business and Entrepreneurship, International Journal of Nonprofit and Voluntary Sector Marketing, International Journal of Wine Business Marketing, Social Sciences and Humanities Research Council
2008	2009	Special Advisor on Social Marketing and Research, Mental Health Commission of Canada
2007	2007	Member, Management Board of the Centre for Research and Education on Women and Work, Carleton University.
2007	2007	Reviewer for: International Council on Small Business and Entrepreneurship, Journal of Nonprofit and Public Sector Marketing, Academy of Marketing Science 2009 World Marketing Congress, Journal of Small Business and Entrepreneurship, International Journal of Nonprofit and Voluntary Sector Marketing, International Journal of Wine Business Marketing, Social Sciences and Humanities Research Council.
2007	2007	October: "Marketing and Wine Tasting", presented to the Alumni Association of the Management Development Program for Women, Carleton University, Quebec, Canada.
2007	2007	August: "Managing Marketing Research in Public Sector and Not for Profit Organizations", presented to the Centre of Excellence for Public Sector Marketing and Carleton University, Gatineau, Canada.
2007	2007	March: "Developing Marketing Strategy", presented to the Society of Management Accountants of Ontario, Certified Management Accountants Course, Ottawa, Canada.
2007	2007	March: "Facilitator and Chair: Program-Related Investments in Canada's Communities, A Symposium", Invited Speaker, Carleton University, Ottawa, Canada.
2007	2007	"Marketing and Wine Tasting", Invited Presentation to the Alumni Association of the Management Development Program for Women, October, Carleton University, Quebec, Canada.
2007	2007	"Issues in Effective Management of Market Research and Evaluation", Taught in Executive Certificate in Public Sector and Non Profit Marketing, Sprott School of Business, August, Gatineau, Canada.
2007	2007	"Marketing in Today's World", Taught in the Society of Management Accountants of Ontario, Certified Management Accountants Course, March, Ottawa, Canada.
2007	2008	Reviewer for ICSB, CCSBE, JSBE, and International Journal of Nonprofit and Public Sector Marketing.
2006	2006	May: "Full Bodied Branding", presented to the Sprott School of Business Alumni Association, Ottawa, Canada.
2006	2006	March: "A Tutored Wine Tasting", presented to the MDPW Alumni Association, Ottawa, Canada.
2006	2006	March: "Developing Marketing Strategy", presented to the Society of Management Accountants of Ontario, CMA Course, Ottawa, Canada.
2006	2006	February: "Developing Effective Marketing Strategy", presented to Public Works and Government Services, Marketing and Communications Group, Ottawa, Canada.
2006	2006	Guest Co-Editor (with B. Orser), Journal of Small Business and Entrepreneurship, Special Issue on Gender and Public Policy, published in March 2006.
2006	2006	Facilitator, Industry Canada/Ottawa University International Workshop: The SME FDI Initiative, Moving Forward, September 20-22, Ottawa, Canada.
2006	2006	"Developing Effective Marketing Strategy", Invited Presentation to Public Works and Government Services, Marketing and Communications Group, March, Ottawa, Canada.
2006	2006	"Marketing in Today's World", Taught in the Society of Management Accountants of Ontario, Certified Management Accountants Course, March, Ottawa, Canada.
2006	2006	"Full Bodied Branding", Invited Presentation to the Sprott School of Business Alumni Association, May, Ottawa, Canada.
2006	2006	Guest Co-Editor (with B. Orser), Journal of Small Business and Entrepreneurship, Special Issue on Gender and Public Policy, published in March 2006.
2006	2006	Facilitator, Industry Canada/University of Ottawa, International Workshop: The SME FDI Initiative, Moving Forward, September 20-22, Ottawa, Canada.
2006	2006	"Marketing Wines: A Tutored Wine Tasting", Invited Presentation to the MDPW Alumni Association, March, Ottawa, Canada.
2005	2005	October: "Measuring the Effectiveness of Your Marketing", Keynote Speaker, Government On-line Workshop, Ottawa, Canada.
2005	2005	October 11-13: "Marketing in the Public Service", Invited Speaker, Canada School of Public Service, Ottawa, Canada.
2005	2005	May 13: "Can Marketing Be a Positive Force in Today's Society?", presented to the Visiting High School Students, Carleton University, Ottawa, Canada.
2005	2005	March 18: "Social Marketing as a Tool for Encouraging Environmental Behaviour Change", presented to a meeting of Ontario Community Based Environmental Groups Funded by Environment Canada, Toronto, Canada.
2005	2005	January: "Social Marketing: An Approach for Environmental Change", presented to Environment Canada, Canadian Outreach Team, Ottawa, Canada.
2005	2005	"Social Marketing: An Approach for Environmental Change", Invited Presentation to Environment Canada, Canadian Outreach Team, January, Ottawa, Canada.
2005	2005	"Measuring the Effectiveness of Your Marketing", Keynote Speaker, Government On-line Workshop, February, Ottawa, Canada.
2005	2005	"Marketing in the Public Service", Taught Course, Canada School of Public Service, October 11-13: Ottawa, Canada.
2005	2005	"Can Marketing Be a Positive Force in Today's Society?", Invited Presentation to the Visiting High School Students, Carleton University, May 13, Ottawa, Canada.
2005	2005	"Social Marketing as a Tool for Encouraging Environmental Behaviour Change", Invited Presentation to a Meeting of the Ontario Community Based Environmental Groups Funded by Environment Canada, March, Toronto, Canada.
2002	2005	Member of the Steering Committee for the Marketing Community of Practice Within the Federal Public Sector.

Most significant research contributions during career

Madill, J. and O'Reilly, N. 2010. Investigating Social Marketing Sponsorships: Technology, Stakeholders, and Objectives. Journal of Business Research, 63(2): 133-139.

Madill, J., Brouard, F. and Hebb, T. 2010. Canadian Social Enterprises: An Empirical Exploration of Social Transformation, Financial Self Sufficiency and Innovation. Journal of Nonprofit and Public Sector Marketing, 22(2): 135-151.

Madill, J., Haines (Jr.), G.H. and Riding, A. 2007. Managing Customer Relationships: Account Manager Turnover and Effective Account Management. Industrial Marketing Management, 36(2):241-248, February.

Madill, J., Haines (Jr.), G.H. and Riding, A. 2004. Networks and Linkages Among Firms and Organizations in the Ottawa-Region Technology Cluster. Entrepreneurship and Regional Development, 16(5):351-368.

Madill (formerly Marshall), J. and Vredenburg, H. 1992. An Empirical Study of Factors Influencing Innovation Implementation in Industrial Sales Organizations. Journal of Academy of Marketing Science, 20(3): 205-215.