Dr Huw O'Connor
Teaching Fellow in Marketing
Qualifications: BMS PhD PGDipMktg(Dist), IPAEffTest
Contact Details
Email: huwo@waikato.ac.nzRoom: TCBD.4.03F
Phone: 3556
About Huw
Refereed Journal Articles:
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, online.
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, 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:
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, online.
O'Connor, H (2016), Organising for advertising capacity: Differential effects of agency structure, absorptive capacity, and abrasion on originality and appropriateness.
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.
Recent Publications
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
Koslow, S., Sasser, S., & O'Connor, H. (2017). Co-creation or agency theory in marketer-ad agency relationships: Do competitive account reviews or performance based compensations systems work?. In 39th Annual ISMS Marketing Science Conference. Conference held California, USA.
O'Connor, H., Kilgour, M., Koslow, S., & Sasser, S. (2017). Towards a governance framework for advertising ouput. In 16th International Conference on Research in Advertising (ICORIA) 2017. Conference held Ghent, Belgium.
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, online, 39 pages. doi:10.2501/JAR-2017-015
Find more research publications by Huw O'Connor