Skip to main content

Prof. Michele O'Dwyer

Biography

As Professor of Entrepreneurship researching and teaching in entrepreneurship, innovation and marketing at the University of Limerick Prof. Michele O'Dwyer works with undergraduate, postgraduate and executive students encouraging them to explore their own potential. Before joining the faculty at the University of Limerick Michele worked as a marketing and market research consultant investigating marketing issues in a diverse range of industries in Ireland and across Europe. Her continuing close links with industry support her research interests which focus on innovation, organisational performance, SME marketing, and new product development. She has published in such journals as Journal of Product and Innovation Management, Journal of World Business, European Journal of Marketing, European Business Review, Journal of International Management, Journal of Strategic Marketing, International Journal of Product Development, Journal of Services Marketing, European Journal of International Management, and International Journal of Entrepreneurial Behaviour and Research.



Research Interests

Prof. Michele O'Dwyer's research interests are aligned with her teaching in entrepreneurship, innovation and marketing. Her continuing close links with industry support her research interests which focus on

  • Innovation,
  • Organisational performance,
  • Marketing orientation,
  • SME marketing, and
  • New product development.

She has published in such journals as Journal of Product and Innovation Management, Journal of World Business, European Journal of Marketing, European Business Review, Journal of International Management, Journal of Strategic Marketing, International Journal of Product Development, Journal of Services Marketing, European Journal of International Management, and International Journal of Entrepreneurial Behaviour and Research.







Professional Activities

Education

  • 2007 University of Ulster - Doctor of Philosophy
  • 1993 University of Limerick - M.B.S.
  • 1991 University of Limerick - B Business Studies

Employment

  • 2006 Dept. of Management and Marketing, University of Limerick - Lecturer, Entrepreneurship
  • 2001 Dept. of Management and Marketing, University of Limerick - Junior Lecturer, Entrepreneurship
  • 2000 Marketing Centre - Manager
  • 1999 Tipperary Institute - Director, Business Dept.
  • 1996 Marketing Centre - Manager

Publications

Books

2009

Marketing the SME: Innovation and Approach
O'Dwyer, M
(2009) Marketing the SME: Innovation and Approach
Gilmore, Audrey and Carson, David(Ed.) Newcastle upon Tyne : Cambridge Scholars Publishing Newcastle upon Tyne

Book Chapters

2009

Entrepreneurship education: Meeting the skills needs of graduates in Ireland
Hynes B.;O'Dwyer M.;Birdthistle N.
(2009) Entrepreneurship education: Meeting the skills needs of graduates in Ireland
In Handbook Of University-Wide Entrepreneurship Education; pp. 95-106

2009

Entrepreneurship education - Meeting the skills needs of future graduates in Ireland
Hynes, B; O'Dwyer, M; Birdthistle, N
(2009) Entrepreneurship education - Meeting the skills needs of future graduates in Ireland
In Handbook of University-wide Entrepreneurship Education; Edward Elgar Publishers

2008

Entrepreneurship Education - The KBS Case Study
Hynes, B; Costin, Y; O'Dwyer, M; Birdthistle, N
(2008) Entrepreneurship Education - The KBS Case Study
In Survey of Entrepreneurship in Higher Education in Europe; NIRAS Consultants, FORA, ECON P�yry

2007

Aer Arann - Flying high in a turbulent environment
Tiernan, S; O'Dwyer, M; Carroll, C
(2007) Aer Arann - Flying high in a turbulent environment
In Principles and Practice of Marketing; pp. 66-70

2006

Aer Arann - Flying High in a turbulent environment
Tiernan, S, O'Dwyer, M; Carroll, C
(2006) Aer Arann - Flying High in a turbulent environment
In Principles and practice of Marketing; pp. 66-70

Peer Reviewed Journals

2020

Ethical standards and perceptions of CRM among millennial consumers
Cosgrave D.;O'Dwyer M.
(2020) Ethical standards and perceptions of CRM among millennial consumers
In International Marketing Review;
DOI: 10.1108/IMR-05-2019-0125

2014

Perceptions of Product Advantage, NPD and Organisational Performance
Healy, B., Ledwith, A., and O'Dwyer, M.
(2014) Perceptions of Product Advantage, NPD and Organisational Performance
In Journal Of Small Business And Entreprise Development; pp. 49-68
DOI: 10.1108/JSBED-05-2013-0078

2013

'Thou shalt not plagiarise': from self-reported views to recognition and avoidance of plagiarism
Risquez, A,O'Dwyer, M,Ledwith, A
(2013) 'Thou shalt not plagiarise': from self-reported views to recognition and avoidance of plagiarism
In Assessment & Evaluation in Higher Education ; pp. 34-43
DOI: 10.1080/02602938.2011.596926
[ULIR]

2013

The Impact of Brand Authenticity on Brand Trust and SME Growth: A CEO Perspective
Eggers, F., O'Dwyer, M., Kraus, S., Vallaster, C., and Guldenberg, S.
(2013) The Impact of Brand Authenticity on Brand Trust and SME Growth: A CEO Perspective
In Journal Of World Business;
DOI: 10.1016/j.jwb.2012.07.018

2011

Exploring management perspectives of branding in service SMEs
Horan, G; O'Dwyer, M; Tiernan, S
(2011) Exploring management perspectives of branding in service SMEs
In Journal Of Services Marketing; pp. 114-121
DOI: 10.1108/08876041111119831

2011

Technology enhanced learning and plagiarism in Entrepreneurship Education
Risquez, A., O'Dwyer, M. and Ledwith, A.
(2011) Technology enhanced learning and plagiarism in Entrepreneurship Education
In Education And Training; pp. 750-761
DOI: 10.1108/00400911111185062

2011

Editorial: Strategic marketing management in small and medium-sized enterprises
Gilmore A., Kraus S., O'Dwyer M., Miles M.
(2011) Editorial: Strategic marketing management in small and medium-sized enterprises
In International Entrepreneurship And Management Journal; pp. 1-3
DOI: 10.1007/s11365-011-0175-2

2011

Strategic alliances as an element of innovative marketing in SMEs
O'Dwyer M., Gilmore A., Carson D.
(2011) Strategic alliances as an element of innovative marketing in SMEs
In Journal Of Strategic Marketing; pp. 91-104
DOI: 10.1080/0965254X.2010.537765

2010

Size matters: Market orientation and NPD in small and large firms
O'Dwyer M., Ledwith A.
(2010) Size matters: Market orientation and NPD in small and large firms
In International Journal Of Product Development; pp. 107-125
DOI: 10.1504/IJPD.2010.034991

2010

Responsible business practice: re-framing CSR for effective SME engagement
Annmarie Ryan, Lisa O'Malley, Michele O'Dwyer
(2010) Responsible business practice: re-framing CSR for effective SME engagement
In European Journal Of International Management; pp. 290-302

2010

Entrepreneurship education and plagiarism: Tell me lies, tell me sweet little lies
O'Dwyer M., Risquez A., Ledwith A.
(2010) Entrepreneurship education and plagiarism: Tell me lies, tell me sweet little lies
In Journal Of Small Business And Enterprise Development; pp. 641-651
DOI: 10.1108/14626001011088778
[ULIR]

2009

Enterprising tertiary level students
Birdthistle, N; Hynes, B; O'Dwyer, M; Costin, Y
(2009) Enterprising tertiary level students
In Electronic Journal Of Family Business Studies; pp. 4-29
[ULIR]

2009

Innovative marketing in SMEs - does it exist?
O'Dwyer, M; Gilmore, A; Carson, D
(2009) Innovative marketing in SMEs - does it exist?
In European Journal Of Marketing; pp. 46-61

2009

Innovative marketing in SMEs: A theoretical framework
O'Dwyer M., Gilmore A., Carson D.
(2009) Innovative marketing in SMEs: A theoretical framework
In European Business Review; pp. 504-515
DOI: 10.1108/09555340910998805

2009

Innovative marketing in SMEs: An empirical study
O'Dwyer M., Gilmorespi A., Carson D.
(2009) Innovative marketing in SMEs: An empirical study
In Journal Of Strategic Marketing; pp. 383-396
DOI: 10.1080/09652540903216221

2009

Determinants of new product performance in small firms
O'Dwyer M., Ledwith A.
(2009) Determinants of new product performance in small firms
In International Journal Of Entrepreneurial Behaviour And Research; pp. 124-136
DOI: 10.1108/13552550910944548

2008

The impact of Product Launch, Product Advantage and Market Orientation on NPD performance in SMEs
O'Dwyer, M; Ledwith, A
(2008) The impact of Product Launch, Product Advantage and Market Orientation on NPD performance in SMEs
In Journal Of Small Business And Enterprise Development; pp. 96-110

2005

MNC-SME strategic alliances - A model framing knowledge value as the primary predictor of governance modal choice
O'Dwyer M., O'Flynn E.
(2005) MNC-SME strategic alliances - A model framing knowledge value as the primary predictor of governance modal choice
In Journal Of International Management; pp. 397-416
DOI: 10.1016/j.intman.2005.06.006

2002

Management Development; A model for Retail Business
O'Dwyer, M; Ryan, E
(2002) Management Development; A model for Retail Business
In J. European Industrial Training; pp. 420-429

2000

Management development issues for owners/managers of micro-enterprises
O'Dwyer, M; Ryan, E
(2000) Management development issues for owners/managers of micro-enterprises
In J. European Industrial Training; pp. 345-353

2000

Face-to-face or distance training: two different approaches to motivate SMEs to learn
O'Dwyer, M; Lawless, N; Allan, J
(2000) Face-to-face or distance training: two different approaches to motivate SMEs to learn
In Education And Training; pp. 308-317

Other Journals

2009

Student knowledge acquisition and small business consulting
O'Dwyer, M., Birdthistle, N., Hynes, B. and Costin, Y.
(2009) Student knowledge acquisition and small business consulting
In Small Business Institute Journal;
[ULIR]

Conference Publications

2012

19th International Product Development Management Conference
Regina C. McNally, Raffaele Filieri, Michele O'Dwyer, Lisa O'Malley, Brian Healy, and Stephen Murphy
(2012) 19th International Product Development Management Conference

2001

24th ISBA National Small Firms Conference
O'Dwyer, M., Walsh, J.N.
(2001) 24th ISBA National Small Firms Conference
Leicestershire, England

2001

24th ISBA National Small Firms Conference
O'Dwyer, M., Walsh, J.N.
(2001) 24th ISBA National Small Firms Conference

2001

24th ISBA National Small Firms Conference
Walsh, J., O'Dwyer, M.
(2001) 24th ISBA National Small Firms Conference

Other Publications

2009

Innovative marketing in SMEs
O'Dwyer, M; Gilmore, A; Carson, D
(2009) Innovative marketing in SMEs
In European Journal Of Marketing; pp. 46-61
DOI: 10.1108/03090560910923238

2008

The Kemmy Business School Case Study in Entrepreneurship in Higher Education in Europe
Hynes, B; Costin, Y; O'Dwyer, M; Birdthistle, N
(2008) The Kemmy Business School Case Study in Entrepreneurship in Higher Education in Europe
(Ed.) FORA, ECON Poyry

2007

Identifying and Evaluating Innovative Marketing in SMEs
O'Dwyer, M
(2007) Identifying and Evaluating Innovative Marketing in SMEs
University of Ulster : University of Ulster