Colleen Collins

Associate Professor, Marketing
B.Comm. (Alberta), Ph.D. (Alberta)

Email Address: colleen.collins@sfu.ca

Biography

Dr. Collins is currently on leave. She is the Vice President Canada West Foundation -- a non-profit, non-partisan public policy research organization focussing on issues of relevance to western Canadians. 

An Associate Professor of Marketing and former Associate Dean, Dr. Colleen Collins is interested in how customers and firms make product decisions – especially for new products and technology. Her research examines the influence of brand names and entrepreneurial marketing efforts on high tech product purchases and exporting decisions.She has published in a wide variety of journals in the areas of branding, small business and entrepreneurship, government program assessment, international marketing and public policy.

Dr. Collins teaches Marketing of High Tech Goods and Services in the MOT MBA, Marketing Management in the online Graduate Diploma in Business, as well as undergraduate Consumer Behaviour, Customer Analytics and Marketing Research Methods. The recipient of a 1999 TD Canada Trust Excellence in Teaching Award, Colleen always aspired to be a teacher and completed her PhD at the University of Alberta. Prior to that, she was (former) Alberta Premier Peter Lougheed's research assistant.

Specialization and Research Interests

Brand equity, authenticity guarantees for aboriginal arts and crafts, marketing technology products.

Selected Publications

Articles and Reports

Sefa Hayibor; Colleen Collins

Motivators of mobilization: Influences of inequality, expectancy, and resource dependence on stakeholder propensity to take action against the firm

2015 | Journal of Business Ethics. : 1-24

Paulus Mau; Jimena Eyzaguirre; Mark Jaccard; Colleen Collins; Kenneth Tiedemann

The ‘neighbor effect’: Simulating dynamics in consumer preferences for new vehicle technologies

2008 | Ecological Economics. 68(1-2): 504-516

Colleen Collins; Irene M. Gordon; Carolyne Smart

Success without upward mobility: Evidence from small accounting practices

2005 | Journal of Small Business & Entrepreneurship. 18(3): 327-342

June Francis; Colleen Collins

Impact of export promotion programs on firm competencies, strategies and performance: The case of Canadian high-tech SME's

2004 | International Marketing Review. 21(4-5): 474-495

Colleen Collins; Irene M. Gordon; Carolyne Smart

Further evidence on the role of gender in financial performance

2004 | Journal of Small Business Management. 42(4): 395-417

June Francis; Colleen Collins

Impact of export promotion programs on firm competencies, strategies and performance: The case of Canadian high-technology SMEs

2004 | International Marketing Review. 21(4-5): 474-495

Colleen Collins; Tara Lindley

Store brands and retail differentiation: The influence of store image and store brand attitude on store own-brand perceptions

2003 | Journal of Retailing & Consumer Services. 10(3): 345-352

Robert Wyckham; Colleen Collins

The regulation of fee and comparative advertising: The cases of the veterinarians of British Columbia

2001 | Services Marketing Quarterly. 22(2): 49-72

June Francis; Colleen Collins

The impact of firms' export orientation on the export performance of high-tech SME's

2000 | Journal of International Marketing. 8(3): 84-103

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