Dr Ning Baines

Lecturer in Marketing

School/Department: Business, School of



I am a Lecturer in marketing. I hold a bachelors degree in English Literature (Chulalongkorn University in Bangkok, Thailand), masters degrees in marketing (Middlesex) and e-business and innovation (Birkbeck, University of London) and PhD in innovation management (Birkbeck, University of London). I started my business career in the financial services sector, working for Standard Chartered Bank, before shifting to education and cultural marketing for the British Council in Thailand for eight years, where I worked in a variety of roles ranging from education promotion officer to assistant director of marketing. I have an experience in teaching for various UK institutions. Currently, I am an external examiner for South East Technological University, Waterford in Ireland. I am also an external assessor for Advanced Certificate in Market research and Social Science, Market Research Society (MRS).


My principal research interests lie in the field of new product/service innovation and entrepreneurship, specifically in university, university spin-off and start-up contexts. My main areas of research are as follows:

  • Entrepreneurship in marginalised groups.
  • Commercialised and entrepreneurial activities within university context.
  • University and Industry collaborations, especially with Arts and Cultural Organisations (ACOs)


  • Baines, N., Klangboonkrong, T., & Smith, H. L. (2023). Exploring product/service innovation process in UK: university spin-offs from practice-based lens. The Journal of Technology Transfer, 1-25.
  • Klangboonkrong, T., & Baines, N. (2022). Disability entrepreneurship research: Critical reflection through the lens of individual‐opportunity nexus. Strategic Change31(4), 427-445.
  • Assimakopoulos, D., Smith, H. L., Baines, N., Romeo, S., & Tsouri, M. (2022). Oxford and Grenoble: multiple anchors, strong dyadic relationships and national policy in fostering cluster architectures. Regional Studies56(10), 1618-1632.
  • Rossi, F., De Silva, M., Baines, N., & Rosli, A. (2022). Long‐Term Innovation Outcomes of University–Industry Collaborations: The Role of ‘Bridging’vs ‘Blurring’Boundary‐Spanning Practices. British Journal of Management33(1), 478-501.
  • Rossi, F., Baines, N., & Smith, H. L. (2021). Which regional conditions facilitate university spinouts retention and attraction?. Regional Studies, 1-17.
  • Black, I., Baines, P., Baines, N., O’Shaughnessy, N., & Mortimore, R. (2021). The dynamic interplay of hope vs fear appeals in a referendum context. Journal of Political Marketing, 1-29.
  • Baines, N. and Lawton Smith, H. (2020), Knowledge and capabilities for products/services development: the UK spin-off firms context, Journal of Knowledge Management, 24(4), 941-962.
  • Bagchi-Sen, S., Baines, N., and Lawton Smith, H. (2020). Characteristics and Outputs of University Spin-offs in the United Kingdom. International Regional Science Review
  • Baines, N., & Smith, H. L. (2019). Key driving factors for product and service innovations in UK university spin-offs. Industry and Higher Education33(3), 161–171.

Contributions to edited works:

  • Lawton Smith, H., Meschitti, V., le Roux, J., Panton, M. Baines, N. Poulovassilis, A. and Henry, C. (2017), Gender differences in commercialisation of research: An investigation in UK universities, In: Lawton Smith, Henry, C. Etzkowitz, H. and Poulovassilis, A. (Eds), New Perspectives in Gender, Science & Innovation, London: Edward Elgar Publishing.
  • Lindholm Dahlstrand, A., Lawton Smith, H. and Baines, N  (2015),  Academic entrepreneurship: spin-offs in Sweden and the UK. In:  Audretsch D. B., Lehmann E. E., Meoli, M. and Vismara S. (Eds.), University Evolution, Entrepreneurial Activity and Regional Competitiveness, Berlin: Springer.


I am interested in supervising full- and part-time PhD research in the following areas:

  • Product/service innovation
  • Entrepreneurship
  • University and Industry collaborations


My teaching has encompassed undergraduate and postgraduate teaching across a number of aspects of marketing including marketing research and marketing analytics. At ULSB, I am the programme leader for MSc Marketing and MSc Entrepreneurship and Innovation. I also teach on the following modules and areas:

  • PG: Market Intelligence, data analysis and research method
  • PG: Dissertation

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