EILEEN FISCHER, York University

Eileen Fischer is Professor of Marketing and the Max and Anne Tanenbaum Chair of Entrepreneurship and Family Enterprise at the Schulich School of Business at York University. She received her doctorate from Queen’s University in Kingston Ontario in 1988. She is interested in how consumers and entrepreneurs navigate markets as they strive to achieve their goals, and at how their actions affect both firm and market level dynamics. Currently, that interest is leading her to look at social media usage by both entrepreneurs and consumers. Her work has been published in Journal of Consumer Research; Journal of Retailing; Journal of Business Venturing; Journal of International Business; Entrepreneurship: Theory and Practice; Consumption, Markets and Culture; Research Policy and a range of other outlets. She currently serves as one of four co-editors of the Journal of Consumer Research and is an editorial review board member for other consumer and entrepreneurship research journals.

Title of Talk: “Assembling a Research Contribution When Things Keep Falling Apart”
In this talk, I will discuss the steps that lead to the publication of “Things fall apart: the dynamics of brand audience dissipation” in the Journal of Consumer Research, 41 (February), 1228-1251. I co-authored this paper with Marie-Agnes Parmentier and it was based on her doctoral dissertation. My goal will be to illuminate the iterative process of crafting research questions, identifying enabling theories through which to address them, and producing middle range theoretical contributions.

Belk, Russell. Eileen Fischer and Robert Kozinets. 2013. Approaches to data analysis, interpretation and theory building for scholarly research (Chapter 7) in Qualitative Consumer and Marketing Research, Thousand Oaks CA: Sage.
Parmentier, Marie-Agnes and Eileen Fischer. 2010. Toward an understanding of relationship formation between consumer collectives and celebrities in the making. First submission to JCR based on dissertation.
Parmentier, Marie-Agnes and Eileen Fischer. 2013. Things fall apart: the dynamics of brand audience dissipation. Submission to JCR in response to “Reject and Resubmit.”
Parmentier, Marie-Agnes and Eileen Fischer. 2015. Things fall apart: the dynamics of brand audience dissipation. Journal of Consumer Research, 41 (February), 1228-1251.