Mairead Brady

Trinity College Dublin - The University of Dublin

Assistant Professor of Business

College green

Dublin 2

Ireland

http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

Trinity College Dublin - School of Business

University of Dublin - School of Business Studies

School of Business College Green

Dublin , 2

Ireland

SCHOLARLY PAPERS

22

DOWNLOADS
Rank 5,874

SSRN RANKINGS

Top 5,874

in Total Papers Downloads

7,203

CITATIONS
Rank 40,523

SSRN RANKINGS

Top 40,523

in Total Papers Citations

8

Scholarly Papers (22)

1.

Researching the Role of ICT in Contemporary Marketing Practices (CMP)

Number of pages: 16 Posted: 30 May 2007
Mairead Brady, Martin R. Fellenz and Richard Brookes
Trinity College Dublin - The University of Dublin, Trinity College Dublin - School of Business and University of Auckland
Downloads 1,050 (19,815)

Abstract:

Loading...

Information and Communication Technologies (ICT/IT), Marketing Practices, ICT Skills, E-marketing

2.

Reconsidering Financial Flows in Supply Chain Management

Number of pages: 4 Posted: 30 May 2007
Trinity College Dublin - School of Business, Trinity College Dublin - The University of Dublin, Intel Corporation, Intel Corporation, Intel Corporation and Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM)
Downloads 782 (30,301)

Abstract:

Loading...

Global Supply Networks, Financial Flows, ICT, Supply Chain Management

3.

The Business Case for RFID; Challenges and Opportunities

Number of pages: 18 Posted: 24 Oct 2006
Trinity College Dublin, School of Business, University of Dublin, Trinity College Dublin - The University of Dublin, Trinity College - Trinity Business School - Institute for International Integration Studies (IIIS) and Trinity College (Dublin) - School of Business Studies
Downloads 679 (36,748)

Abstract:

Loading...

RFID, Global Supply Chains, Information Technology

4.

Exploring the Role of Marketing Metrics for Top Management: Towards a Research Agenda

Number of pages: 16 Posted: 13 Dec 2010 Last Revised: 30 Jan 2011
Markus Lamest and Mairead Brady
University of Dublin - Trinity College and Trinity College Dublin - The University of Dublin
Downloads 514 (52,801)

Abstract:

Loading...

marketing metrics, marketing measurement, marketing accounting

5.

RFID at the Customer Interface: The Issue of Privacy

Number of pages: 4 Posted: 26 Mar 2007
Trinity College (Dublin), Trinity College (Dublin), Trinity College (Dublin), Trinity College (Dublin), Trinity College Dublin - The University of Dublin and Trinity College (Dublin) - School of Business Studies
Downloads 396 (72,709)
Citation 1

Abstract:

Loading...

RFID, Privacy, Information Technology Ethics, Consumer Privacy, Marketing Ethics

6.

Too Much Data, Too Little Information: The Challenges of RFID Implementation

Number of pages: 19 Posted: 30 May 2007
Trinity College Dublin - The University of Dublin, Trinity College Dublin - School of Business and Trinity College (Dublin) - School of Business Studies
Downloads 392 (73,569)

Abstract:

Loading...

Radio Frequency Identification, Information Management, Contemporary Marketing Practice, ICT

7.

What are They Doing? A Study of Contemporary Marketing Practice in Ireland

Irish Journal of Management, Vol. 25, No. 1, pp. 125-136, 2004
Number of pages: 10 Posted: 21 Nov 2006
Mairead Brady and Roger A. Palmer
Trinity College Dublin - The University of Dublin and Cranfield University - School of Management
Downloads 367 (79,438)
Citation 2

Abstract:

Loading...

Marketing Practice, Information Technology, IT assimilation, practice and challenge of technology in marketing

8.

Towards an IT-Enabled Customer Centric Service Supply Chain

Number of pages: 5 Posted: 26 Mar 2007
Trinity College Dublin - The University of Dublin, Trinity College Dublin - School of Business and Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM)
Downloads 315 (94,426)

Abstract:

Loading...

9.

Managing the Innovative Deployment of Information and Communication Technologies (ICTs) for Global Service Organisations

Number of pages: 23 Posted: 30 May 2007
Martin R. Fellenz and Mairead Brady
Trinity College Dublin - School of Business and Trinity College Dublin - The University of Dublin
Downloads 307 (97,123)
Citation 1

Abstract:

Loading...

ICT, Global Service Organisations, Customer Interface

10.

RFID - Buzz or Bust? Will Radio Frequency Identification Technology Follow in the Footsteps of its Ill-Fated Predecessor CRM?

Number of pages: 4 Posted: 26 Mar 2007
Trinity College (Dublin), Trinity College (Dublin), Trinity College (Dublin), Trinity College (Dublin), Trinity College (Dublin) - School of Business Studies and Trinity College Dublin - The University of Dublin
Downloads 278 (108,088)

Abstract:

Loading...

Radio Frequency Identification (RFID), Customer Relationship Management (CRM), Relationship Marketing, Information & Data Management, Technology-Assimilation

11.

RFID and Information Management for Services Supply Chains; Towards Holistic Data Access and Management

Number of pages: 13 Posted: 30 May 2007
Mairead Brady and Martin R. Fellenz
Trinity College Dublin - The University of Dublin and Trinity College Dublin - School of Business
Downloads 277 (108,511)

Abstract:

Loading...

ICT, RFID, service supply chains, data management

12.

The Service Paradox: Supporting Service Supply Chains with Product-Oriented ICT

Number of pages: 6 Posted: 25 Jun 2007 Last Revised: 02 Sep 2015
Mairead Brady and Martin R. Fellenz
Trinity College Dublin - The University of Dublin and Trinity College Dublin - School of Business
Downloads 269 (111,904)
Citation 1

Abstract:

Loading...

ICT, RFID, service supply chains

13.

The Implementation of Radio Frequency Identification (RFID)? An Exploratory Study into the Preparedness of Retailers

Number of pages: 27 Posted: 24 Oct 2006
Trinity College Dublin - The University of Dublin, Trinity College Dublin - School of Business and Trinity College (Dublin) - School of Business Studies
Downloads 259 (116,419)
Citation 2

Abstract:

Loading...

14.

Managing Information Technology Assimilation: A Marketing Perspective.

Irish Journal of Management, Vol. 24, No. 1, pp. 125-138, 2003
Number of pages: 14 Posted: 08 Sep 2006
Mairead Brady
Trinity College Dublin - The University of Dublin
Downloads 232 (130,201)
Citation 1

Abstract:

Loading...

15.

Technological Innovation and the Use of RFID at the Consumer Interface - A Three-Tiered Hierarchy of Benefits Perspective

Number of pages: 10 Posted: 26 Mar 2007
Mairead Brady
Trinity College Dublin - The University of Dublin
Downloads 222 (135,901)

Abstract:

Loading...

16.

The Assimilation of it into Marketing Practice

Irish Marketing Review, Vol. 15, No. 2, pp. 17-24, 2002
Number of pages: 8 Posted: 08 Sep 2006
Mairead Brady, Michael A.J Saren and Nikolaos Tzokas
Trinity College Dublin - The University of Dublin, University of Strathclyde in Glasgow and University of East Anglia
Downloads 183 (162,681)

Abstract:

Loading...

marketing, Information Technology, IT assimilation, practice and challenge of technolgy in marketing

17.

Winner and Losers in Gamification? The Role of Gamification in Third Level Learning and Higher Order Processing

Number of pages: 5 Posted: 01 Apr 2015
Mairead Brady, Ann Devitt, Markus Lamest and S. Pearson
Trinity College Dublin - The University of Dublin, Trinity College (Dublin), University of Dublin - Trinity College and Pearson Education
Downloads 168 (175,555)

Abstract:

Loading...

Business simulations, Serious Games, Higher order learning, game based learning, blended learning, students and technology.

18.

Are Marketers Prepared for the Implementation of Radio Frequency Identification (RFID)?

Number of pages: 6 Posted: 22 Nov 2006
Trinity College (Dublin) - School of Business Studies, Trinity College Dublin - The University of Dublin, Trinity College Dublin - School of Business and University of Nottingham
Downloads 151 (192,137)
Citation 3

Abstract:

Loading...

RFID, Marketing, Readiness, Information and Communication Technology

19.

The Selection and Utilization of Financial and Marketing Metrics in the Tourism Industry

Number of pages: 10 Posted: 21 Jan 2013
Markus Lamest and Mairead Brady
University of Dublin - Trinity College and Trinity College Dublin - The University of Dublin
Downloads 118 (233,208)

Abstract:

Loading...

Marketing Metrics, Financial Metrics, Metrics Utilization, Tourism Industry

20.

The Role of Winning and Losing within Simulation Games in Higher Education Settings

Number of pages: 12 Posted: 20 Mar 2016
Mairead Brady and Ann Devitt
Trinity College Dublin - The University of Dublin and Trinity College (Dublin)
Downloads 104 (255,122)

Abstract:

Loading...

Game based learning, simulations, winning, motivations, learning

21.

Has the Recession Influenced the Way in Which Senior Managers Use Marketing and Financial Metrics? Towards a Research Agenda

Number of pages: 20 Posted: 01 Jul 2012
Markus Lamest and Mairead Brady
University of Dublin - Trinity College and Trinity College Dublin - The University of Dublin
Downloads 75 (313,107)

Abstract:

Loading...

Marketing Metrics, Financial Metrics, Recession, Strategic Decision-Making

22.

A Research Network Researching Networks: Challenges and Implications

Number of pages: 8 Posted: 07 Dec 2006
Mairead Brady and Louis Brennan
Trinity College Dublin - The University of Dublin and Trinity College - Trinity Business School - Institute for International Integration Studies (IIIS)
Downloads 65 (338,488)

Abstract:

Loading...

research networks, supply chains, globalisation