SRCA Research Highlights

SRCA research takes place each summer, and this year 25 members of the PSB community have begun projects on an exciting range of topics.

SpeakingBiz is excited to share stories from some of the participants on the research projects that are underway:

SCRA research project for inclusion

Joe Musicco, MDes

After a rigorous peer-review process, a competitive paper by PSB advertising professor Joe Musicco was accepted into the 2022 Consumer Culture Theory Conference at Oregon State University. Joe will be presenting his work, entitled Memevertising: Using Memes to Influence Consumer Culture, this July alongside CCT scholars from around the world. The paper will be published in the conference proceedings later this summer. Consumer Culture Theory is an interdisciplinary field of research-oriented around developing a better understanding of why consumers do what they do and why consumer culture takes the forms that it does. Researchers typically draw from and build on theories rooted in sociology, anthropology, media studies and communications, history, literary criticism, semiotics, cultural studies and marketing.

Joe Musicco is a Professor of Advertising and Creativity within the PSB.


The impact of the Flipped Classroom on the Instructor: Challenges and Strategies

Khalil Rohani, PhD

Educators and institutions of higher education are continually challenged to find new ways to engage students in the classroom in higher-level thinking and learning. Flipped learning is gaining popularity as one means of achieving this engagement. This approach transforms the group learning space of the traditional classroom into an individual learning space, where each student becomes empowered to take responsibility for their own learning. The objective is to create a dynamic and interactive classroom where the instructor guides students as they apply concepts to solve problems in a creative and critical manner. 

Much has been written about the impact of the flipped classroom on student learning. In this paper, however, we reflect on the impact of the flipped classroom on the instructor. Drawing on our classroom experiences, we share our insights about what the flipped classroom means for instructors in terms of how they perceive themselves and their relationship with their students: the challenges posed; practical strategies to address those challenges; and, most importantly, the learning fostered by this model. 

Khalil Rohani is a Professor of Marketing and Innovation within the PSB


New strategies in curricular integration of DEIB and sustainability 

Annie Tarzi, MS, GCert Research Studies

Corporate citizenship in the 21st Century includes a keen awareness of and commitment to social and ecological justice. This essay will explore new pedagogical integration of diversity, equity, inclusion and belonging (DEIB), as well as sustainability practices. The essay calls for re-designing and deploying a set of experiential curricula for the consumer insight process within a course in the Advertising and Marketing Communications program.  

The key elements of the essay include: Introduction to Cultural Humility (Marketer, Firm, & Customers); Intersectional Brand & Messaging Analysis; Culturally & Ecologically Informed Research; Strategically Aligned Business Applications. 

The proposal of new business curricula will equip the students with the necessary knowledge to contribute as competent and socially responsible marketers. Moreover, this intentional pedagogical strategy has the potential for appealing to the students’ generational motivation and curiosity for pro-eco/pro-social business practices (Renouf et al., 2019). 

Annie Tarzi is a Professor of Advertising and Marketing Communications in the PSB


Shaping PSB’s Equity, Diversity, and Inclusion (EDI) Framework

Bharat Aggarwal, DBA, CPA

PSB has formed an EDI working group to deliver recommendations on initiatives that would effectively integrate equity, diversity and inclusion into PSB’s research, teaching and learning, service and sustainability functions. The purpose of this SRCA research is to examine the EDI strategies and best practices of the top business schools around the world to develop recommendations that will allow PSB to develop a culture that values EDI among all groups in our learning community. 

Bharat Aggarwal is a Professor of Accounting within the PSB.


Changing Students’ Perceptions Of Creativity

Peggy Barnwell, MSc

When students are asked about creative individuals, often their belief is that creativity is only afforded to those with proven results; writers, artists, and celebrated entrepreneurs.  Rarely do students define themselves as personally creative. Research has proven that creativity can be developed and enhanced through practiced techniques and processes; activities designed to change an individual’s personal creative abilities.  

My SRCA research project will explore the creative mindset and examine assessment tools currently used to gauge individual creative ability.  The purpose of this investigation is to further develop an appropriate tool to be administered to second-semester students studying Creativity and Innovation in the Project Management Postgraduate certificate program. This assessment will be given to participants at the beginning of the 14-week semester to evaluate their perceived creative skills.  At the conclusion of the semester, students will be asked if their attitudes towards creativity have changed as a result of the learning in this course. The future goal is to follow up with students 6 months after graduation to determine if they have successfully modified their perceptions and woven creative practices into their personal and professional habits.

Peggy Barwell is a Professor and Program Coordinator in the Advertising Account Management Postgraduate Program within the PSB.


Together we stand? Co-opetition for the development of green products

Maryam Hafezi, PhD

In this research, we use the term “co-opetition” to describe situations where competitors collaborate on value-creating activities to reduce their R&D costs, improve expensive development processes, increase the effectiveness and efficiency of their green product development, and increase supply chain sustainability. We use a game-theoretic approach to see how co-opetition affects the price and environmental quality of green products and understand the impact on participating companies. By considering two common collaboration strategies, i.e. investment sharing and innovation sharing, and comparing them with a non-collaborative strategy, independent development, we are able to provide competing firms with managerial insights on the pros and cons of these collaboration strategies. 

Keywords: Game theory; Green Product Development; Collaboration; Investment Sharing; Innovation Sharing

Maryam Hafezi is a Professor and Program Coordinator for the Honours Bachelor of Business Administration, Supply Chain Management Program within the PSB.


SpeakingBiz is excited to share the research projects being pursued by the members of the PSB community. To share your research stories and be featured in future issues of SpeakingBiz, please send them to Margaret Bawtinheimer.

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