Dr Huw O'Connor
Senior Lecturer in Marketing - Tauranga campus
Qualifications: PhD; PGDipMktg(Dist); BMS; IPAEffTest
Contact Details
Email: [email protected]Room: 4.03F, Tauranga campus
Phone: 3556
About Huw
Refereed Journal Articles:
Kilgour, Koslow, and O’Connor. (2019) Why the rejection: Understanding actor-observer differences in assessments of creative ideas. Journal of Advertising Research. July.
Larke, Kilgour, and O’Connor. (2018). Build the touchpoints and they will come: Understanding the future of omnichannel retailing: A conceptual model for assisting multiple complex decision processes. International Journal of Physical Distribution and Logistics Management, 48, 4: 465-483.
O'Connor, H; Kilgour, M; Koslow, S; Sasser, S (2017), Drivers of creativity within advertising agencies: How structural configuration can affect and improve creative development, Journal of Advertising Research.
O'Connor, H; Koslow, S; Kilgour, M; Sasser, S (2016), Do marketing clients really get the advertising they deserve? The trade-off between strategy and originality in Australian and New Zealand agencies, Journal of Advertising, 45 (1) : 147-155.
Conferences:
O’Connor, Koslow, and Kilgour (2019) Advertising creatives at work: How dialogue processes influence originality and strategy. Paper presented at the 18th International Conference on Research in Advertising (ICORIA), European Advertising Academy, Krems, Austria. 27 - 29 June.
O’Connor, Koslow, Kilgour’ and Sasser (2018) Absorptive capacity in creative advertising development. Paper presented at the 17th International Conference on Research in Advertising (ICORIA), European Advertising Academy, Valencia, Spain. 21 - 24 June.
Koslow, O’Connor, Kilgour, and Sasser (2018) Client-Agency collaboration in new account pitches, pay-for-performance systems, and pro-bono work: Ad-ventures with a double-edged sword of Agency Theory. Paper presented at the 17th International Conference on Research in Advertising (ICORIA), European Advertising Academy, Valencia, Spain. 21 - 24 June.
Koslow, Sasser, and O’Connor (2017) Co-creation or Agency Theory in marketer-ad agency relationships: Do competitive account reviews or performance-based compensation systems work. Paper presented at the 39th Annual ISMS Marketing Science Conference, USC, Los Angeles. 7 – 10 June.
O’Connor, Kilgour, Koslow, and Sasser (2017) A governance framework for advertising output. Paper presented at the 16th International Conference on Research in Advertising (ICORIA), European Advertising Academy, Ghent, Belgium. 29 June -1 July.
O'Connor, H; Kilgour, M; Koslow, S; Sasser, S (2016), Structural drivers of creativity, ICORIA 2016, Ljubljana, 30 Jun 2016 - 2 Jul 2016, 0pgs.
Doctoral Thesis:
O'Connor, H (2016), Organising for advertising capacity: Differential effects of agency structure, absorptive capacity, and abrasion on originality and appropriateness.
All Recent Publications:
Kilgour, Koslow, and O’Connor. (2019) Why the rejection: Understanding actor-observer differences in assessments of creative ideas. Journal of Advertising Research. July.
O’Connor, Koslow, and Kilgour (2019) Advertising creatives at work: How dialogue processes influence originality and strategy. Paper presented at the 18th International Conference on Research in Advertising (ICORIA), European Advertising Academy, Krems, Austria. 27 - 29 June.
Larke, Kilgour, and O’Connor. (2018). Build the touchpoints and they will come: Understanding the future of omnichannel retailing: A conceptual model for assisting multiple complex decision processes. International Journal of Physical Distribution and Logistics Management, 48, 4: 465-483.
O’Connor, Koslow, Kilgour’ and Sasser (2018) Absorptive capacity in creative advertising development. Paper presented at the 17th International Conference on Research in Advertising (ICORIA), European Advertising Academy, Valencia, Spain. 21 - 24 June.
Koslow, O’Connor, Kilgour, and Sasser (2018) Client-Agency collaboration in new account pitches, pay-for-performance systems, and pro-bono work: Ad-ventures with a double-edged sword of Agency Theory. Paper presented at the 17th International Conference on Research in Advertising (ICORIA), European Advertising Academy, Valencia, Spain. 21 - 24 June.
O'Connor, H; Kilgour, M; Koslow, S; Sasser, S (2017), Drivers of creativity within advertising agencies: How structural configuration can affect and improve creative development, Journal of Advertising Research.
Koslow, Sasser, and O’Connor (2017) Co-creation or Agency Theory in marketer-ad agency relationships: Do competitive account reviews or performance-based compensation systems work. Paper presented at the 39th Annual ISMS Marketing Science Conference, USC, Los Angeles. 7 – 10 June.
O’Connor, Kilgour, Koslow, and Sasser (2017) A governance framework for advertising output. Paper presented at the 16th International Conference on Research in Advertising (ICORIA), European Advertising Academy, Ghent, Belgium. 29 June -1 July.
O'Connor, H; Koslow, S; Kilgour, M; Sasser, S (2016), Do marketing clients really get the advertising they deserve? The trade-off between strategy and originality in Australian and New Zealand agencies, Journal of Advertising, 45 (1) : 147-155.
O'Connor, H; Kilgour, M; Koslow, S; Sasser, S (2016), Structural drivers of creativity, ICORIA 2016, Ljubljana, 30 Jun 2016 - 2 Jul 2016, 0pgs.
O'Connor, H (2016), Organising for advertising capacity: Differential effects of agency structure, absorptive capacity, and abrasion on originality and appropriateness.
Recent Publications
O'Connor, H., Kilgour, M., & Koslow, S. (2019). Advertising creatives at work: How dialogue processes influence originality and strategy.. In ICORIA 2019. Krems, Austria.
Kilgour, M., Koslow, S., & O'Connor, H. (2019). Why do great creative ideas get rejected?. Journal of Advertising Research, online, 17 pages. doi:10.2501/jar-2019-028
Larke, R., Kilgour, M., & O'Connor, H. (2018). Build touchpoints and they will come: transitioning to omnichannel retailing. International Journal of Physical Distribution and Logistics Management, 48(4), 465-483. doi:10.1108/IJPDLM-09-2016-0276
O'Connor, H., Kilgour, M., Koslow, S., & Sasser, S. (2018). Drivers of creativity within advertising agencies: How structural configuration can affect and improve creative development. Journal of Advertising Research, 58(2), 202-217. doi:10.2501/JAR-2017-015
Find more research publications by Huw O'Connor