Dr Michelle Renton

Dr Michelle Renton profile picture

Lecturer School of Marketing and International Business


Teaching in 2019


Dr. Michelle Renton joined the School of Marketing and International Business in January 2013. Her research interests include marketing innovation, strategic marketing, brand management and branding in SMEs. Michelle teaches undergraduate courses in marketing principles, marketing communications and business to business marketing. She is the current Learning and Teaching Director at the School of Marketing and International Business and was named Victoria Business School’s Top Lecturer by VUW’s Student Association.


BA Auck; GDipMgmt BCom(Hons) PhD Cant

Selected publications

Renton, M., & Simmonds, H. (2017). Like is a verb: exploring tie strength and casual brand use effects on brand attitudes and consumer online goal achievement. Journal of Product and Brand Management, 26(4), 365-374.

Renton, M., Daellenbach, U., Davenport, S., & James, E. R. (2016). Finding fit: An exploratory look at SME brand orientation and brand management in the New Zealand food and beverage sector. Journal of Brand Management, 23(3), 289-305.

Renton, M., Daellenbach, U., Davenport, S., & Richard, J. (2015). Small but sophisticated: Entrepreneurial marketing and SME approaches to brand management. Journal of Research in Marketing and Entrepreneurship, 17(2), 149-164.


Renton, M. & Richard, J. E. (2017). Tell me what you think: Relational norms and customer engagement in small companies: A small sample study.. American Marketing Association, Summer Conference, San Francisco August 4-6.

Renton, M. & Richard, J. E. (2017). When Licks Beat Likes: A case study investigating consumer engagement and value creation in a micro ice cream producer. Global Research Symposium in Marketing and Entrepreneurship San Francisco August 8-10.

Renton, M. & Richard, J E. (2016,). Entrepreneurial Marketers maintaining control? A Proposal to Investigate Co-Creation and Brand Governance in EM Firms.. In Global Research symposium on Marketing and Entrepreneurship. California.

Karidov, D. and Renton, M. (2016). Private Label Countervailing Power and Its Antecedents. Anzmac: Marketing in a Post Disciplinary Era. Christchurch, December 5-8. .

Renton, M., & Richard, J. (2015). An Exploratory Look at Brand Orientation in the NZ Food and Beverage Sector: A Contingency Approach. In Agents of Change; ANZMAC 2014.

Daellenbach, K., & Renton, M. (2014). Active, case-based and problem-based learning: A recipe for arts marketing. In Agents of Change: Australia and New Zealand Marketing Academy (ANZMAC). Brisbane. Griffith University.

Daellenbach, U., Davenport, S., & Renton, M. (2013). Value Innovation: How different Orientations affect its success and Ssustainability. In Strategic Management Society Special Conference. Lausanne, Switzerland

Renton, M., Daellenbach, U., & Davenport, S. (2013). SME's and Spaces: Market Innovation and Brand Management Practices. In 6th International Society for Professional Innovation Management (ISPIM) Innovation Symposium - Innovation in the Asian Century, 8-11 December 2013, Melbourne Australia. Melbourne: ISPIM.

Renton, M., Davenport, S., & Daellenbach, U. (2013). Innovation in Meaning: A future path for the creation of market space. In Australia and New Zealand Marketing Academy (ANZMAC) Annual Conference 1 - 4 December 2013, Auckland (pp. 1). Auckland: The University of Auckland Business School. Retrieved from http://www.anzmac2013.org/


Teaching in 2019