■ Drucker Faculty ■
Jenny Darroch
Professor of Marketing
Ph.D., University of Otago, 2002
M.Comm. University of Auckland, 1992
B.Appl.Econ. (Honors), Massey University, 1999
B.M.S., University of Waikato, 1985

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Teaching Interests and Areas of Expertise

Marketing Strategy, Marketing Management, Strategic Brand Management

Current Research Interests

Marketing Strategy, Entrepreneurship, Innovation, Brand Management 

Professional Activities

Jenny Darroch is Professor of Marketing at the Peter F. Drucker and Masatoshi Ito Graduate School of Management. Prior to joining the Drucker School faculty, she was the Director of Entrepreneurship and a Senior Lecturer [Associate Professor] in Marketing at the University of Otago in New Zealand.  She has taught in numerous executive education programs in New Zealand and around the Asia-Pacific region, managed the marketing curriculum for a large MBA program in New Zealand, developed and launched a Masters degree in Entrepreneurship, and was instrumental in developing support structures to allow the commercialization of science and technology intellectual property from universities.  In 2002, Jenny had the honor of leading the New Zealand delegation to an APEC conference in Monterrey, Mexico, aimed at developing policies to support young entrepreneurs.  

Jenny continues to provide leadership to her professional community. For example, she is an active board member of the Marketing and Entrepreneurship Special Interest Group within the American Marketing Association and hosts an American Marketing Association Chapter at Claremont Graduate University. Jenny frequently reviews for the Journal of the Academy of Marketing Science, Sage, Wiley, Palgrave, Routledge and other publishers.

Jenny’s research has always examined the interface between marketing, innovation and entrepreneurship. Jenny’s research currently focuses on how firms create new markets and transform existing markets through marketing and entrepreneurial activities (in fact, this inspired a new course Jenny is offering EMP students called “Transforming and Creating Markets to Generate Growth”). Her publications appear in leading journals such as the European Journal of Marketing, Journal of Business Ethics and the Journal of Small Business Management. A career highlight was co-editing (with George Day and Stan Slater) a Special Issue of the Journal of the Academy of Marketing Science: A Tribute to Peter Drucker in 2009.

Jenny Darroch Marketing Through Turbulent Times
Jenny's first book, Marketing Through Turbulent Times, was published by Palgrave Macmillan in Fall 2009 (see www.MarketingThroughTurbulentTimes.com). Marketing Through Turbulent Times is written for decision makers who want to ensure that their marketing strategies are not only relevant for today’s difficult environment but will also provide a solid foundation for future growth. Marketing Through Turbulent Times is a common sense, accessible book about marketing that provides a range of tools, principles and approaches for managers wanting to fine tune their current marketing strategies today and identify innovative growth opportunities which will allow them to lead their organization toward a robust future.
She has an active consulting background and former clients include local and central governments, banks, high technology firms, retailers, and fast moving consumer goods manufacturers and importers.

Working Papers

  • Marketing in a recession: the importance of maintaining marketing expenditure during a recession.
  • Beyond innovation: what does it take to change product-market boundaries?
  • Does marketing suffer from managerial myopia?
  • Is necessity the mother of invention?


MGT321/514 Marketing Management
MGT352 Marketing Strategy


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