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Emma Macdonald

Charles Huang Chair in International Business and Director, Stephen Young Institute, University of Strathclyde
Emma Macdonald is a professor at Strathclyde Business School where she is Charles Huang Chair in International Business and Director of the Stephen Young Institute.

Emma joined Strathclyde in 2023 as inaugural Director of the Stephen Young Institute which focuses on international and sustainable business. Emma was at Cranfield School of Management for a decade, holding a number of different roles including coDirector of the Cranfield Customer Management Forum for nine years and leader of Cranfield's popular Customer Centric Strategy programme for five years. Emma was Head of the Sustainability and Marketing faculty groups when she left Cranfield to join University of Warwick. As Professor of Marketing at Warwick Business School for four years, Emma led on the prestigious London MBA receiving multiple teaching commendations and an award for pastoral care.

Emma has consulted to organisations across the globe in business and nonprofit sectors, in product and service industries, and in business-to-consumer, business-to-business and government sectors. She has launched and led open and custom executive programmes including on customer experience management and marketing planning. She is Visiting Professor in Cranfield’s Sustainable Business Group. Emma’s research in sustainability and marketing has been published in Harvard Business Review, and in top-ranked journals including Journal of Marketing, Journal of Product Innovation Management and Journal of Business Research.

Economy

What should you do if you can’t pay your rent or mortgage?

The cost of living crisis is making it difficult for many people to pay their bills, including housing costs. Private sector rents have increased by an average 9% over the year to February 2024, and rising interest rates...

Reducing energy demand and improving efficiency will help prevent the next gas crisis

Gas prices have relaxed, Europe has come out of the winter with record gas storage levels and a surfeit of liquefied natural gas is set to reach the shores of Europe over the coming years. Many commentators are hopeful...

Minimum wage for South African farm workers: study shows 2013 hike helped reduce poverty even though compliance was poor

Minimum wage policies are typically aimed at reducing poverty. Yet there is little direct evidence of this effect, especially in developing countries. And none for South Africa. In a recent paper, we consider the...

If the RBA’s right, interest rates may not fall for another year. Here’s why.

The Reserve Bank is now assuming Australians will see no interest rate cuts this year and quite possibly none before the next federal election, due next May. Thats a big change compared to just three months ago. Back...

Some experts say the US economy is on the up, but here’s why voters don’t think so

Many Americans are gloomy about the economy, despite some data saying it is improving. The Economist even took this discussion to TikTok. When its US editor John Prideaux examined inflation, wage and employment numbers,...

Politics

Donald Trump Allegedly Offers Oil Execs a Deal to Scrap EV Incentives for $1B Donation

Former President Donald Trump reportedly proposed a $1 billion deal to oil executives, offering to end electric vehicle (EV) subsidies in return for campaign funding, according to The Washington Post. This move underscores...

US Supreme Court upended decades of precedent in 2022 by allowing voters to vote with gerrymandered maps instead of fixing the congressional districts first

For the 2022 midterm elections, the U.S. Supreme Court allowed Alabama to use congressional districts that violated the law and diluted the voting power of Black citizens. A 5-4 vote by the Supreme Court in February...

Germany lowers voting age to 16 for the European elections

Ahead of the European parliament elections in June, Germany has lowered the age limit on participation to 16. This makes it the largest of just a handful of states in the EU to allow people under the age of 18 to vote....

South Africa will be president of the G20 in 2025: two much-needed reforms it should drive

South Africa will play an important international role in 2025 as president of the G20. The G20 is a group of 19 countries as well as the African Union and the European Union. Between them they represent 85% of global...

Taiwan is experiencing millions of cyberattacks every day

Taiwan stands out as a beacon of democracy, innovation and resilience in an increasingly autocratic region. But this is under growing threat. In recent years, China has used a variety of grey zone tactics to pressure...

Science

Why are algorithms called algorithms? A brief history of the Persian polymath you’ve likely never heard of

Algorithms have become integral to our lives. From social media apps to Netflix, algorithms learn your preferences and prioritise the content you are shown. Google Maps and artificial intelligence are nothing without...

IceCube researchers detect a rare type of energetic neutrino sent from powerful astronomical objects

About a trillion tiny particles called neutrinos pass through you every second. Created during the Big Bang, these relic neutrinos exist throughout the entire universe, but they cant harm you. In fact, only one of them is...

The Mars Sample Return mission has a shaky future, and NASA is calling on private companies for backup

A critical NASA mission in the search for life beyond Earth, Mars Sample Return, is in trouble. Its budget has ballooned from US$5 billion to over $11 billion, and the sample return date may slip from the end of this...

Dark matter: our new experiment aims to turn the ghostly substance into actual light

A ghost is haunting our universe. This has been known in astronomy and cosmology for decades. Observations suggest that about 85% of all the matter in the universe is mysterious and invisible. These two qualities are...

A Nasa rover has reached a promising place to search for fossilised life on Mars

While we go about our daily lives on Earth, a nuclear-powered robot the size of a small car is trundling around Mars looking for fossils. Unlike its predecessor Curiosity, Nasas Perseverance rover is explicitly intended to...

Technology

Bitcoin Soars on Cooling US CPI Inflation Data, Investor Sentiment Improves

The Bitcoin price remains constant, as investors appear to have dismissed inflation concerns, particularly following the recent U.S. The Consumer Price Index (CPI) has been released. Notably, market investors were keenly...

Shiba Inu Rep Lucie Makes Major Bullish Statement on Shibarium Coins

Lucie, the Shiba Inu teams official marketing head, has taken to her X social media account (previously known as Twitter) to declare the SHIB, BONE, and LEASH pricing behavior she expects to see during a hypothetical...

Tesla Cybertruck to Receive Full Self-Driving V12.5 Update in June, Elon Musk Announces

Elon Musk provided a new update on the Tesla FSD development, which appears to be moving faster than anticipated. FSD V12.4, which aims to enhance miles per intervention by tenfold over V12.3, is set to begin internal...

Spot Bitcoin ETF: Vanguard Might Join BlackRock in Major Market Shift

With the appointment of new CEO Salim Ramji, Vanguard may soon enter the spot Bitcoin ETF market, potentially joining industry leader BlackRock and marking a significant shift in the investment landscape. Vanguards New...

FLOKI Price Soars 14% After Revolut Listing, Market Rally Anticipated

The price of FLOKI surged over 14% today following its listing on Revolut Business, Europes largest neobank, driving investor enthusiasm and market optimism for continued gains. FLOKIs 14% Surge Follows Revolut Listing...