My research spans the following key areas:1. Marketing intelligence, business development, SMEs 2. Social media and luxury services3. Marketing education in the form of experiential learning, global virtual teams and technology mediated learning.

Dr. Christina O Connor is an Associate Professor in Marketing within Kemmy Business School at the University of Limerick. Prior to academia, Christina worked in Communications, Advertising and PR within the Charity Sector before undertaking her PhD at Kent Business School, Canterbury, England. Her PhD focused on the area of marketing intelligence dissemination and utilisation by small agri-food businesses. Christina is skilled in data analysis and her work has been largely carried out in conjunction with retail, government, and industry bodies. In addition to this primary research area, Christina's passion for teaching has also seen her research in the areas of global virtual teams, experiential learning, and authentic assessment practices with colleagues from across the globe. Christina s research to date has been published via mainstream media such as Harvard Business Review blogs, RTE Brainstorm as well as the International Small Business Journal, International Journal of Management Reviews, Journal of Management Education, Journal of Knowledge Management, Marketing Intelligence and Planning, Journal of Small Business and Enterprise Development, Higher Education, Skills & Work-Based Learning and others. Prior to joining UL, Christina lectured in Ulster University, and Maynooth University where she was involved in the foundation of the BBS Marketing degree. She is a council member for the Irish Academy of Management (IAM), member of the Academy of Marketing Science and a member of the Healthy UL subgroup for Substance Use & Gambling.