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Caroline Wiertz

Lazaridis Institute welcomes Caroline Wiertz!

The newest Lazaridis Visiting Chair is Dr. Caroline Wiertz of Cass Business School, London.

Caroline is a Professor of Marketing and Associate Dean for Entrepreneurship at Cass. Her main research interests lie in the areas of consumer research and new media marketing

Caroline has published in leading academic journals such as the Journal of Consumer Research, Marketing Science, the Journal of the Academy of Marketing Science, the International Journal of Research in Marketing and the Journal of Interactive Marketing, among others. Her articles have been nominated for and won numerous best paper awards.

Caroline is passionate about London's buzzing startup scene and about supporting student and graduate entrepreneurship. In her role as Associate Dean for Entrepreneurship at Cass, she looks after City Ventures, the umbrella organisation that develops and delivers all of the university's entrepreneurship activities.

Caroline will be visiting us from 10-24 June and will be based in LH 2014, Lazaridis Hall.


Caroline will be giving a work-in-progress seminar entitled: "A Theory of Object Change”

Abstract: This research investigates the much-neglected phenomenon of object change. Prior consumer research has assumed that objects are stable and solid entities; instead, we treat them as living organisms that change materiality and/or enactment. Drawing on actor network theory, we develop a theoretical framework to understand how objects change. Our framework identifies four ontologies of objects based on the level of fluidity (or solidity) of their materiality and the level of multiplicity (or singleness) of their enactment: (1) solid objects, (2) fluid objects, (3) multiplicity objects, and (4) multiplexity objects. We further outline two types of object change: object adaptation, defined as a change within the object’s ontology, and object mutation, defined as a change in the object’s ontology. We demonstrate the conditions under which these types of changes occur and their consequences for ontological value. Finally, we advance implications of our theory of object change for the understanding of objects, materiality, and categories of innovations.

Caroline’s seminar is Friday, 14 Jun from 10 a.m. to noon in LH 4096 (the EMTM teaching room). If you would like to attend, please RSVP to by 11 June.

Unknown Spif - $key