Justine Haigh

Justine Haigh

Associate Professor of Marketing

Phone: 503-554-2808
Email: jhaigh@georgefox.edu
Office Location: Hoover 135

Office Hours: By appointment only

Justine holds a PhD in consumer behavior, with a focus on narrative theory (how consumers use storytelling to narrate their experiences and make sense of their lives), and is a professor at George Fox University within the school's DBA, executive, and full-time MBA programs.

As a result of the strength of her research, Justine has achieved a number of awards, as well as being published in the Journal of Marketing Management and several newspapers and magazines. She is the unique combination of researcher, professor and practitioner, continually learning and researching to improve the wider community.

Justine is highly engaged in the power of storytelling and consumer behavior, with a driving commitment to make a lasting difference in people’s lives. One of Justine’s projects is assisting first responders and schools related to people with autism, primarily through the power of story. Her concern for being involved in this project spans from firsthand experience as a parent of a severely autistic son, Daniel.

University Teaching Experience

  • Undergraduate: Marketing Communications, Principles of Advertising, Marketing Research, Consumer Behavior, Contemporary Issues in Advertising and Marketing, Marketing Principles, and Contact Centre Marketing Management (at First Direct a telephone and Internet-based commercial bank in Leeds, England)
  • MBA/FT/Professor: Dissertation/Marketing Research Methodologies, Marketing Management, Creativity, Innovation, and Entrepreneurship
  • DBA: Research Methods, Consumer Behavior, Marketing  

Education Background

  • Doctor of Philosophy in Consumer Behavior (2008), University of Huddersfield, Huddersfield, UK
  • Master of Arts in Innovation and Entrepreneurship (1999), University of Huddersfield, Huddersfield, UK
  • Bachelor of Science in Behavioral Sciences, (1994), University of Huddersfield, Huddersfield, UK 

Prior Work Experience not in Education

  • Senior Research Assistant (2005–2006): Conducted quantitative study for the Cheshire County Council Road Safety Department exploring the impact of Driver Enhancement Courses on the attitudes and behaviors of young car drivers (University of Huddersfield, Huddersfield, UK)
  • Research Assistant (2001-2002): Collaborated with the director of the University of Huddersfield’s Leisure Consumer Research Centre on the Motorcycle Industry Association Project investigating the perceptions, attitudes, and behavior of motorcycling participants (University of Huddersfield, Huddersfield, UK) 
  • Staffing Consultant (1997-1998): Responsible for sourcing, identifying, and interviewing highly qualified, best-fit candidates for technical sales and marketing positions. Utilized and employed networking skills, industry research, job boards, and job fairs to expand candidate pipeline. Launched new staffing candidate database (Prospector). Oversaw all facets of managing Employee Referral Marketing Program. (National Semiconductor, Santa Clara, Calif.)
  • Sales Manager (1994-1997): Consistently exceeded corporate sales targets while leading and managing sales associates and retail operations for the district’s highest volume retail outlet. Motivated and inspired goal-driven sales team to achieve high levels of performance excellence by serving as a hands-on mentor, sponsoring storewide competitions, and by providing ongoing training. Drove significant increases in revenue by designing and launching marketing campaigns targeted at area OBGYN offices. (Motherhood, Santa Clara, Calif.) 

Professional Memberships

  • Marketing Management Association (2012): After-conference registration, Marketing Educators Association (2011-Present), and British Academy of Marketing (2001-2009)  

Professional Conferences/Workshops Attended  

  • Haigh, Justine (May 2006) Poster Presentation. “An Analysis of Risk Taking Behavior by Motorcyclists.” Northumbria University, Newcastle upon Tyne, England.  


  • Haigh, Justine, Nemetz, Annette, and Sepich, Debora (April 2012) “Real World Project Integration into the Classroom; Actively Engaging with Entrepreneurs and Local Small Business for Future Student Placements and Internships.” Marketing Educators Association Conference Proceedings, Long Beach, Calif.  
  • Haigh, Justine (July 2009) “Exploring the Problems Experienced by People with Swallowing Difficulties in Order to Build a Long-term Unique Sustainable Competitive Advantage for Rosemont Pharmaceuticals within the Liquid Medicine Market Sector.” Academy of Marketing Conference Proceedings, Leeds Met University, Leeds, England.
  • Haigh, Justine (July 2007) “Developing Personalized Measures to Reduce Young Driver Casualties.” Academy of Marketing Conference Proceedings, Kingston Business School, Kingston University, Kingston on Thames, England.
  • Haigh, Justine (July 2005) “Interpreting Motorcycling Through it’s Embodiment in Life Story Narratives.” Journal of Marketing Management, Vol.21:5-6. Western Publishers.
  • Haigh, Justine (July 2003) “Interpreting Spectacular Consumption Sites.” Competitive Paper. Academy of Marketing Conference Proceedings, Aston University, Birmingham, England.
  • Haigh, Justine (July 2001) “Consumption of Edgework Experience.” Working Paper. Academy of Marketing Conference Proceedings, Cardiff University, Cardiff, England.  

Other Research Activity  (Working Papers, Work in Progress, Papers Under Review)  

  • Haigh, Justine (September 2012) “Teaching Students to Develop a Personal Professional Brand.” Verbally approved for the upcoming Marketing Management Association conference to be held in Minneapolis, MN.  
  • Haigh, Justine and Miller, Charlena (2012) “Authentic Story Telling.” Currently working on the first three draft chapters of a book aimed at small business and entrepreneurs. The goal of the book is to share a variety of organizations authentic stories in a case study format that is presenting: 

    • The how-to in crafting an authentic organizational story
    • The power of authentic story within a business and the marketplace
    • Importance of authentic leaders in this process.

Organizations participating in the book include: Dave’s Killer Breads, Milwaukee, Ore., Dreamgivers Inn, Newberg, Ore., Autism Risk and Safety, Fla., Timber Tomorrow, Corvallis, Ore., Uptown Billiards, Portland, Ore., and The Collective, Newberg, Ore.  

Professional Growth Activities (Training, Courses Taken, Seminars in Pedagogy)  

  • Planning to introduce a new F/TMBA mentorship program (Fall 2012). The program aims to assist all full-time MBA students to be more successful in their student careers and academic studies.  
  • Participated in the George Fox University Faculty Learning Community on Developing Global and Cultural Competency (2011-2012). The purpose of the faculty learning community was to create a space for meaningful dialogue to assist professors in personal and professional development in the area of cultural competency.  
  • Attended the Marketing Educators Association Conference (April 2010) San Diego, Calif.  
  • Participated in the George Fox University Second Year Professional Learning Community (2010-2011) 
  • Attended a variety of conferences to keep up to date with the latest qualitative research methods including the Narrative Memory and Everyday Life Conference (2005) as well as the Narrative Memory and Life Transitions Conference (2003), both held in the Behavioural Sciences Department at the University of Huddersfield  
  • Attended and presented at a variety of marketing conferences (2001-2009)   
  • Took (MA) courses in Social Research and Evaluation in the Behavioural Sciences Dept. at the University of Huddersfield during PhD studies in order to gain the skills to carry out a range of social research (2002)  
  • Completed a variety of computer courses including; MS Word, Excel, and Power Point. Manpower, Santa Clara (1998) 

Professional Presentations/Seminars Conducted for Business and Industry  

  • Haigh, Justine (2012) Invited Speaker. “Authentic Story Telling.” Portfolio Readiness Class, Design Department, George Fox University.  
  • Haigh, Justine (June 2010) Invited Speaker. “Beyond Corporate Social Responsibility, What About the Consumer? A Cross-Cultural Comparison of Ethical Consumer Behavior.” George Fox University Speaker Series, The Grand Hotel, Bridgeport.
  • Haigh, Justine (June 2007) Invited Speaker. “A Qualitative Approach for Developing Effective Measure to Reduce Road Casualties.” Presented to Aston University Young Driver Casualty Conference. Aston University, Birmingham, England.
  • Haigh, Justine (Oct 2005) Keynote Speaker - Local Authority Road Safety Officer’s Association. “The Ongoing Reflexive Nature of Motorcycling Participation.” Leeds City Hall, Leeds, England.
  • Haigh, Justine (May 2003) Research Findings Presentation. Leisure Consumer Research Centre. University of Huddersfield Business School, Huddersfield, England.  

Institutional Services Performed (Committees, Advising, Projects)

  • Teaching and Learning Committee Member (2010-Present) George Fox University, Newberg, Ore.  
  • DBA Committee Member (2009-Present) George Fox University, Newberg, Ore.  
  • Standard 3 Committee Member (2009-2010) George Fox University, Newberg, Ore.  
  • DBA Dissertation Supervisor (2010-Present) Currently supervising one George Fox DBA student and will be supervising two additional DBA students in 2012 
  • Guide F/T MBA (2010-Present) Student research projects for Market Research Module. George Fox University, Newberg, Ore.  
  • Conference Co-Chair Academy of Marketing Conference (July 2009) Leeds Met University, Leeds, England 
  • PhD Supervisor (2008) Exploring the Impact of Corporate Branding and Nostalgia for Long-term Organizational Profitability and Future Marketing Action. (Student research for UK-based Fox’s Biscuits) 
  • MBA and MSc dissertation supervision (2003-2009)  
  • Member of the Leisure Consumer Research Group a research unit within the University of Huddersfield Business School which conducts postgraduate research into adventurous leisure activities. (2001–2007) 

Recognition and Honors

  • Woman Scholar of the Year, British Federation of Women Graduates (2004).
  • Best Paper for Consumer Human Behavior (2003) Academy of Marketing Conference, Aston University, Birmingham, UK.
  • Academic Scholarships for PhD and Master’s Degrees, University of Huddersfield, Huddersfield, UK 

Professionally Related Community Activities  

  • Haigh, Justine and Debbaudt, Dennis (2012) “Autism Risk and Safety Management.” Worked with Dennis Debbaudt, the creator of autism and law enforcement police briefing videos, to produce production-quality videos for schools on autism awareness. Marketing students also assisted with the project in terms of marketing research and communications. The goal is to incorporate the videos into in-service training days at the beginning of the school year.
  • Branding and Marketing Consultant (2011-Present) Advise for profit and not-for-profit organizations (such as Faith in Action and ACAP - Autistic Children’s Activity Program), in the areas of brand development and marketing communications.  
  • Volunteer Parent Governor at Longley School for pupils with learning difficulties (2003–2008)

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