Portrait of Jenny Darroch
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  • Degrees
    PhD, University of Otago, 2002
    MCom., University of Auckland, 1992
    BApplEcon. (Honors), Massey University, 1999
    BMS, University of Waikato, 1984
  • Research Interests
    [Marketing] strategy, Innovation and entrepreneurship, Brand management, Knowledge management, Consumer behavior
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Jenny Darroch is the dean of the Peter F. Drucker & Masatoshi Ito Graduate School of Management.

Darroch moved from New Zealand to join the Drucker School’s faculty in July 2004 and became dean in 2016 . She served as the school’s associate dean for MBA programs from 2010 to 2013. Darroch had previously served as director of entrepreneurship at the University of Otago from 2002 to 2004.

The Peter F. Drucker & Masatoshi Ito Graduate School of Management has built its reputation by offering MBAs, Executive MBAs, and PhDs. Embracing an approach to learning that applies theory to practice, the school holds an enviable market position as the institution for global leaders who want to transform the world using Peter Drucker’s principles .

Under Darroch’s leadership, the school is undergoing a bold transformation to better meet the needs of a global market. The school relaunched its MBA as a reduced, 48-unit program and added a 6-unit Drucker Signature Platform comprising Drucker Philosophy, Leadership Practicum, and Practice Based Learning courses. The Drucker School is revamping its Executive MBA and PhD and is adjusting its product line by introducing additional, one-year specialized Master in Marketing, Finance, and Marketing Analytics programs (online and on-campus). And just as Peter Drucker taught, the school is practicing strategic abandonment and focusing on a smaller number of priority areas: global leadership, family business, and innovation and entrepreneurship . To that end , the Drucker School Global Family Business Institute was launched in April 2018.

Darroch’s research and teaching interests lie at the interface of marketing and innovation. In this capacity, she has examined macroeconomic policy that fosters innovation: behaviors and practices within organizations that lead to more innovative outcomes, and the definition of innovation itself.

Her early work on innovation happened at the time National Innovation Systems (NIS) became popular, during which Darroch developed a methodology for examining New Zealand’s NIS. While working in New Zealand as a director of entrepreneurship at the University of Otago, she developed the country’s first Master in Entrepreneurship, which included a city-wide incubator to foster and develop startups.

Identifying drivers of innovation led Darroch to develop the first-ever instrument to measure an organization’s knowledge management orientation. Two of her articles (“Developing a measure of knowledge management behaviors and practices” and “Knowledge management, innovation and firm performance”) were recognized as classics in the knowledge management field based on the high number of citations they received.

Examining the significance of innovation led Darroch to study the impact innovations have on markets , underscoring her signature course, Transforming & Creating Markets to Generate Growth, which informed her book, Marketing Through Turbulent Times.

She also published an article in the Journal of Business Research on market creation in the pharmaceutical industry.

Darroch’s interest in markets led to her latest book, Why Marketing to Women Doesn’t Work, which explores market segmentation and was written in response to how poorly marketers seem to understand the role of women.

In addition to work that speaks directly to her interest in marketing and innovation, Darroch co-edited (with George Day and Stan Slater) a 2006 special issue of the Journal of the Academy of Marketing Science that was dedicated to Peter Drucker.

Jenny Darroch’s Huffington Post Blog


Marketing Through Turbulent Times. Basingstoke: Palgrave Macmillan, 2010.
Why Marketing to Women Doesn’t Work. Basingstoke: Palgrave Macmillan, 2014.
For a list of Darroch’s academic publications go to Google Scholar

Marketing Management
Digital Marketing
Strategic Brand Management
Transforming & Creating Markets to Generate Growth