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Joanne Mcneish

McNeish, Joanne


Associate Professor




TRS 1-115


416-979-5000 ext: 2425



Email Address:


Dr. Joanne E. McNeish

Joanne's research takes a unique perspective on exploring innovation adoption. While most research focuses on consumers’ reaction to adopting new technologies, her research focuses on their refusal to give up on incumbent (analog) technologies. Rather than identifying users’ intransigence in the face of a replacement innovation as non-adoption, resistance to innovation adoption or status quo behaviour, Joanne identifies and tests the behaviour as resistance to discontinuing an incumbent technology.
Joanne focuses on understanding the attitudes and behavior of simultaneous technology users. She believes that consumers who display simultaneous use behaviour have consciously considered the benefits of both the incumbent and replacement technology. The long-term use of both suggests that they believe that each technology has important benefits that one or the other does not have. When a company attempts to remove the incumbent technology from use, it appears to increase consumers’ distrust of the company.
Joanne has a particular interest in paper documents (e.g. bills and statements, textbooks, flyers, catalogues) as a powerful examples of resilient technologies. During the COVID-19 pandemic, she photographed interior and exterior signs used by retailers. Joanne documented how paper signs (mostly 8 1/2x 11 white bond paper) were critical in communicating the new social distancing behaviours to customers. Paper documents are fascinating objects to explore since they are widely available and consumers are very familiar with them. However, until her research, their meaning and function to consumers have been obscured from researchers’ view due to their ubiquity and familiarity.
Prior to joining the Ted Rogers School of Management, Joanne held senior research, marketing and advertising positions in public and private sector companies. In 2002, she was made a Fellow of the Professional Marketing Research Society. The PMRS Fellows program provided deserving recognition to those who have made distinguished contribution to marketing research in Canada. Joanne was one of the youngest candidates and one of only a handful of women to be so honored. In 2010, she received her PhD (Management) from the Sprott School of Business at Carleton University.


Marketing Management

Research Interests

Incumbent (Analog) Technology, Replacement Technology, Simultaneous Use, Resistance to Discontinuing, Paper Documents, Greenwashing, The Cloud, Trust and Distrust, Redundancy, Demarketing, Branding, Advertising, Retail, Banking, Postal Administrations (Canada).

Journal Articles and Academic Presentations
McNeish, J. (2020). “A Visitor Attraction: Printing for Tourists”, Centre for Printing History and Culture, July 14-15, 2020, The Hub, Appleby-in-Westmorland, Cumbria, UK.
McNeish, J. (2019). “Paper Flyers in the Age of Social Media”, 2019 Conference on Historical Analysis & Research in Marketing (CHARM): Exploring Identity Building: Marketing History as an Instrument of Transformation, May 16-19, 2019, Ottawa, ON. Canada.
McNeish, J. (2019). “Cyber Attacks in Banking: Why Many Digital Users Continue to Insist on Paper Bills and Statements”, 2019 “Revisiting the Information Future: The Internet and Beyond,” the Good, the Bad, and the Ugly Symposium, March 28-29, 2019, Hamline School of Law, St. Paul, Minnesota.
McNeish, J. (2019). “But, It’s Not My Fault, How Students and IT Providers Underestimate Risks of Self-Serve Technology”, 2019 Ryerson IT Conference, May 23, 2019, Ryerson University, Toronto, ON Canada
McNeish, J. (2019). “Exploring the Power of Social Media Platforms and Cloud-Based Software to Limit Access to Consumers’ Data” (Poster), 2019 Lazaridis Marketing Symposium, April 26, 2019, Wilfrid Laurier University, Waterloo, ON Canada.
Gruzd, A. and Jacobson, J. (Organizers); Panelists Burkell, J, McNeish, J. and Quanhasse, A. (2018) “Social Media Users' Privacy Expectations and the Ethics of Using Their Data by Third Parties”, 2018 Association of Internet Researchers Conference: Transnational Materialities, 10-13 October 2018, Montreal, QC, Canada.
McNeish, J., A. Francescucci and U. Hazra (2016). “Exploring Consumers’ Reluctance to Give Up Local Hard Drives After Adopting the Cloud.” Journal of Information Communications, and Ethics, 14(2), 9-20.
McNeish, J., M. Foster, A. Levin (2016). “Holding Users Hostage: Data Portability on Social Media and Cloud-Based Platforms.” Interim Presentation, Dean’s Research Series, Ryerson University. Toronto. ON, Canada. November 2016.
McNeish, J. (2016).”Adoption or Not, It’s Just Not That Simple.” Final Presentation. Dean’s Research Series, Ryerson University. Toronto. ON, Canada. April 2016.
Kolan, B. and J. McNeish (2015). “Confronting the Illusion of Technological Expertise Among College and University Students.” Journal of Pedagogy, Pluralism, & Practice. 7(1). 1-21.
McNeish, J. and I. Yavetz (2015). ”Beyond Functionality - Exploring the Differences Between Paper and Digital Maps: The Traveller’s Perspective.” Presented at 2015 Travel and Tourism Research Association Canada Conference. September 23-25, 2015. Niagara Falls, ON, Canada.
Yavetz, I. and J. McNeish (2015). “Creating Tangible Experiences and Memories: Identifying Simultaneous Users of Traditional and Innovative Services.” Presented at 14th International Research Symposium on Service Excellence in Management. June 18-21, 2015, Shanghai, China
McNeish, J. (2015). “Consumer Trust and Distrust: Retaining Paper Bills in Online Banking.” International Journal of Bank Marketing, 33(1), 5-22. **Selected by journal’s editorial team as a Highly Commended Paper in the 2016 Emerald Literati Network Awards for Excellence,
McNeish, J. and U. Hazra (2014) “Interpreting Simultaneous Use of an Existing Technology and its Replacement Innovation.” International Journal of Technology Marketing, 9 (4), 376-391. Database.
McNeish, J., M. Foster, A. Francescucci and B. West (2014). “Exploring E-book Adopters' Resistance to Giving Up Paper”. International Journal of the Book, 11(4). Database.  
McNeish, J. A. Francescucci, and U. Hazra (2014). ”The Cloudy Future: Simultaneous Users’ Perceptions of the Cloud and Local Storage.” 47th Academy of Marketing Conference Marketing Dimensions: People, Places and Space. Dorset, UK. July 8-10.
McNeish, J. (2014). ”Comparing Paper and e-Book Usage Among Different Types of Simultaneous Users.” 47th Academy of Marketing Conference Marketing Dimensions: People, Places and Space. Dorset, UK. July 8-10. (Poster).
McNeish, J. (2014). “The Curious Case of Innovators Who Simultaneously Resist Giving Up Paper Bills.” 2014 ICAR Symposium. Kiel, Germany. July 4-5, 2014,
McNeish, J. (2014). “Digital Native Parents’ Resistance to Giving Up Paper Books.”  2014 Media Ecology Conference, Confronting Technopoly: Creativity and Creative Industries in Global Perspective. Toronto, ON, Canada. June 19-22, 2014.
McNeish, J. and B. Kolan (2014). “A Cross-Cultural Study on Digital Delivery of Academic Course Content.” International Conference on Higher Education, 2014, Tel Aviv, Israel, 14-16 March 2014.
McNeish, J., M. Foster, A. Francescucci and B. West (2012). “The Surprising Foil to Online Education: Why Students Won’t Give Up Paper Textbooks.” Journal of Advancement in Marketing Education, 20 (3), 37-48. Print and Database.
McNeish, J. and I. Mann (2010). “Knowledge Sharing and Trust in Organizations.” The IUP Journal of Knowledge Management. 8 (1&2), 18-38. Database
Other Articles and Media
McNeish, J. (2020). “Plea to Businesses: Don’t Take Away Our Paper Bills”. The Conversation Canada, March 9, 2020,
Ivey Cases (2020). “Unpacking the Case”,
McNeish, J. (2019). “Greeting Cards Make a Comeback”. The Conversation Canada, December 19, 2019,
McNeish, J. (2019). “Two Sides: Making the Case for Paper”. Case Prepared for Edge Conference 2019, DECA Ryerson Invitational. Toronto, ON Canada. October 25-27, 2019.
680 News, Toronto, interviewed about COVID-19 Pandemic Advertising, longer interview aired as part of Business Feature, April 18-19, 2020
Global News Radio 980 CFPL, London, Interviewed on how Brands on managing in the midst of COVID, April 6, 2020.
Global News Radio 980 CFPL, London, Interviewed on the use of Social Distancing versus Physical Distancing, March 24, 2020.
Buffalo News, Interviewed on Tim Hortons, App Problem, 2020/03/05/plastic-tim-hortons-rewards-cards-will-stop-working-tuesday/, March 5, 2020
Huffington Post Canada, Interviewed on Tim Hortons Roll-up The Rim Contest, b6cf3dcfbc3423, February 21, 2020.
CBC Radio, Montreal Noon Call-in Show, Interviewed on research around greeting cards,, January 31, 2020.
Financial Post, Interviewed for story on Corona beer vs. coronavirus: “Why ‘doing nothing’ about flurry of absurd memes connecting the two may be Constellation's best bet”, January 31, 2020.
Financial Post, Interviewed for story on Boeing jet involved in Iran crash in heavy use by Canadian airlines, January 8, 2020
CTV New, Interviewed for story on Hallmark Channel and its reversal of a decision to ban ads featuring same-sex couples, December 16, 2019
CJAD Radio, Follow-up interview to CBC News story on TD Bank customer service, November 12, 2019,,
CBC News, Interviewed for Frustrated TD Bank customer stunned after service rep bites back online,, November 8, 2019
CTV News, Interviewed on Tim Hortons and Shawn Mendes, August 29, 2019,
Financial Post, Interviewed for Rewards in exchange for your data: Drop gets US$44M to expand app, August 22, 2019,
CBC Entertainment Online and Radio, Interviewed for SoulCycle's billionaire investor has fashion ties you might not know about, August 12, 2019, entertainment/marvel-nyfw-where-does-boycott-end-1.5242814
CBC Radio, Interviewed for American Media Inc. Selling National Enquirer aired on afternoon business shows across Canada, April 11, 2019
CityTV, On-camera interview on Yonge St about New Cannabis Store Opening on Yonge St., aired several times on News Show, March 22, 2019.
CBC Radio, Interviewed for St Joseph’s Communication buying Rogers magazines (e.g. Maclean's and Chatelaine), aired on afternoon business shows across Canada March 20, 2019
CHQR Radio Calgary, Interviewed about my article “Greeting Cards Making a Comeback”, to be aired on Dec. 31 2018/Jan. 1, 2019.
Whyte, J. (2019) Mentioned in “Smartphone” in The Oxford Handbook of Media, Technology, and Organization Studies (eds) Timon Beyes, Robin Holt and Claus Pias, Oxford University Press, p.484.
McNeish (2016). “Not in Front of the Customers: Walmart and Visa will Both Lose Customers.” Op-ed piece published in the Globe and Mail. June 20, 2016.
McNeish (2015). “Marketing Your School.” CPCO Principal Connections, 19 (1), 46-47.
McNeish (2015). “Amp Up Your Interview Case Game: Guesstimate Cases (Part 1), “TRSM Blog Posting, March 29, 2015.
McNeish (2015). “Amp Up Your Interview Case Game (Part 2), “TRSM Blog Posting, May 6, 2015,
McNeish, J. (2014). “Why Do We Pay for Paper Bills?” Op-ed piece published in the Globe and Mail, August 26, 2014,
Interviewed on BNN and CTV News Toronto regarding Air Canada decision to separate from Aeroplan, May 11, 2017,
Interviewed by radio station 680 News on whether good customer service is disappearing on May 8, 2017,
Interviewed by CBC Online News about Ivanka Trump’s brand image, April 23, 2017,
Interviewed by Booknet Canada for a 45 minute podcast, “Why the Print Book Won't Die: Part 1”, November 2016,
Interviewed by CBC News online for: “Attention shoppers: Why the buy-sell-trade clothing economy is taking off”,, November 11, 2016
Interviewed by David Sax for “Revenge of the Analog”. My research findings are part of his book published November 2016, New York: PublicAffairs.
Interviewed by Metro News for “SickKids' VS' ad campaign criticized for being too violent”, Oct 25 2016.
Interviewed by Now Magazine for “Don't fear the e-reader: how millennials are saving books and the T.O stores that sell them”, October 18, 2016.
Interviewed by Yahoo Finance about Canada Post delivering Marijuana, September 14, 2016
Interviewed by Global News about Apple and enforced obsolescence, September 7, 2016, on CBC Radio (several) September 2016 on Walmart expanding VISA ban to more stores
Interviewed by CBC National News and City News in June 2016 about possible Canada Post strike, Empty Mail Boxes,;
Interviewed on the new Calvin Klein media campaign, Global News, May 2016
Interviewed on the new Texting and Driving campaign, City TV, May 2016
Interviewed for Cited, a UBC documentary program about research on the topic of the endurance of personal libraries and their meaning to their owners. December 2015
Honours & Award
Member, Yeates School of Graduate Studies, Ryerson University.
Fellow, Professional Marketing Research Society
Research Funding
Source Title Year
TRSM Research Fund Harnessing the Power of Persuasion for Sustainability: Advertising Agencies and Best Practice Tools   2020-2021
TRSM Innovative Teaching Fund Evaluation of Self-Reflection Ability on Academic Performance in Case Analysis  2016-2017
TRSM Research Fund  
Holding Users Hostage: Data Portability on Social Media and  Cloud-Based Platforms 2016-2017
Pharmaceutical Company Determining the Opportunities for Growth for a New Biopharmaceutical Product 2015
TRSM Research Fund Adoption or Not: It’s Just Not That Simple 2014-2015
Academic Research Assistant Program Exploring Differences in the Use of Off-line and On-line Media by New and Unknown Performers 2013-2014
SSHRC-SIG  Developing an Understanding of Consumers’ Simultaneous Use of The Cloud and Local Storage 2013-2014
 Academic Research Assistant Program Exploring the Resistance to Discontinuing Paper Books for Personal Reading 2012-2013
Academic Research Assistant Program An Exploration of Why And How the Online Experience Does Not Completely Replace the In-Person or Telephone Experience For Online Canadian Citizens 2012
Learning and Teaching Enhancement Fund Students' Resistance to Discontinuing Paper Textbooks 2011
Graduate Courses
Fundamentals of Marketing
Advanced International Marketing
Marketing Research
Consumer Behaviour
Undergraduate Courses
Integrated Case Analysis
Fundamentals of Marketing
New Product Management
Assessing and Managing Market Opportunities
Consumer Behaviour
Technology Marketing
Marketing Management
Marketing Research
Graduate Supervisions
In addition to classroom teaching, Joanne contributes to the development of future researchers as a supervisor, second reader or thesis committee member for major research papers/theses.

Other Faculty Members