Michel Rod



Business, Faculty of

Oland Hall 219A

Saint John

1 506 648 5677

Dr. Michel Rod became Dean of Business at UNB Saint John on July 1, 2019.

Dr. Rod joined UNB from the Sprott School of Business, Carleton University, where he was a faculty member of the for ten years – the last three as Associate Dean Research and International and PhD Program Director. Prior to that, he was Undergraduate Program Director in the School of Marketing and International Business at Victoria University of Wellington, New Zealand, where he taught for eight years.

He holds a PhD in Commerce from the University of Birmingham, a Master’s degree in Medical Sciences from the University of Calgary and a Bachelor’s of Science degree in Pharmacology and Toxicology from the University of Western Ontario.

Dr. Rod’s research covers a variety of areas including business-to-business relationships, wine marketing, the triple helix of government-university-industry collaborative interaction, policy issues related to commercializing university-developed intellectual property as well as the impact of effectual decision-making in establishing entrepreneurial ventures. He has published over 60 articles in refereed journals and presented his research many times nationally and internationally, in addition to the leadership roles he has held over the course of his career.

“I see the faculty of business’ mission as providing an inspiring and inclusive environment for learning, discovery, and service through engagement,” said Dr. Rod.

“I am of the view that leadership isn’t based on an individual possessing specific leadership traits,” said Dr. Rod. “Leadership reflects the ability to bring out the best in your team and to create an environment where people can ‘lead’ in their own individual way.”

Selected recent publications

Lowe, S. Rod, M. and Hwang, K.S. (2021). “Polystructurational social space - The final frontier”, Tamara: Journal for Critical Organization Inquiry, 19(1).

Zhang, Z.T., Hossienian, F. and Rod, M. (2021). “A Comprehensive Review on Sustainable Industrial Vertical Farming Using Film Farming Technology”, Sustainable Agricultural Research, 10(1), 46-53.

Lowe, S. and Rod, M. (2020). “Understanding Culture as a Dynamic Holarchic Duality”, Industrial Marketing Management, 91(November), 91, 82-91. (A*)

Massi, M., Rod, M. and Corsaro, D. (2020). “Is co-created value the only legitimate value? An institutional theory perspective on business interaction in B2B marketing systems”, Journal of Business & Industrial Marketing, 36(2), 337-354. (A)

Wang, Y., Deng, Q., Rod, M. and Ji, S. (2020). “A Thematic Exploration of Social Media Analytics in Marketing Research and an Agenda for Future Inquiry”, Journal of Strategic Marketing (A)

Lowe, S., Rod, M. and Hwang, K-S. (2020). “Towards a Spectacularly Dynamic and Pluralist ‘Normal Science’: Pragmatism, Communication, IMP and BtoB Marketing Research”, Journal of Business & Industrial Marketing, 35(11), 1739-1749. (A)

Wang, Y., Rod, M., Deng, Q. and Ji, S. (2020). “Exploiting Business Networks in the Age of Social Media: The Use and Integration of Social Media Analytics in B2B marketing”, Journal of Business & Industrial Marketing (A)

Munim, A., Rod, M. and El Banna, A. (2020). “SME Internationalization: A Critical Review of Non-Traditional Approaches”, Multidisciplinary Business Review, 13(1), 1-12.

Rod, M. and Rod, G. (2020). “Reviewing Effectuation and Bricolage in the Context of Social Entrepreneurship Multisector Collaborations”, International Journal of Business & Management Research, 8(3), 52-63.

Erogul, M., Rod, M., and Barragan, S. (2019). “Contextualizing Arab Female Entrepreneurship in the United Arab Emirates”, Culture and Organization, 24 Oct 2016.

Lowe, S. and Rod, M. (2018). “Academic Spin Doctoring: The Incommensurability Debate as a Scholarly War Fantasy”, Australasian Marketing Journal, 26(4), 307-309.

Lowe, S. and Rod, M. (2018). “Weathering Contextual Activities and Situated Sensemaking”, Journal of Business and Industrial Marketing, 33(8), 1141-1152.

Lowe, S. and Rod, M. (2018). “Business Network Becoming: Time, Change and Process”, Industrial Marketing Management, 68 (January), 156-164.

Rojas-Méndez, J.I., Hine, M.J. and Rod, M. (2018). “Brand Personalities of Global Wine Exporters: A Collective Reputation Theory Perspective”, Journal of International Food and Agribusiness Marketing, 30(1), 88-105.

El Banna, A., Papadopoulos, N., Murphy, S.A., Rod, M. and Rojas-Méndez, J.I. (2018). “Ethnic identity, consumer ethnocentrism, and purchase intentions among bi-cultural ethnic consumers: “Divided loyalties” or “dual allegiance”? Journal of Business Research, 82 (January), 310-319.

Wang, Y., Rod, M. and, Ji, S. (2017). “Social Media Capability in B2B Marketing: Toward a Definition and a Research Model”, Journal of Business and Industrial Marketing, 32(8), 1125-1135.

Lindsay, V., Rod, M., and Ashill, N. (2017). “Institutional and resource configurations associated with different SME foreign market entry modes”, Industrial Marketing Management, 66, (October 2017), 130-144.

Munim, A., Rod, M., Tavakoli, H. and Hosseinian, F. (2017). “An Analysis of the Composition, Health Benefits, and Future Market Potential of the Jerusalem Artichoke in Canada”, Journal of Food Research, 6(5), 69-84.

Lambert, D., Rod, M. and Hosseinian, F. (2017). “The Market Potential of a Grape Pomace Microemulsion”, Journal of Food Research, 6(2), 65-74.