Dr Ning Baines

I am a Lecturer in Marketing with an interdisciplinary academic and professional background. I hold a Bachelor’s degree in English Literature, Master’s degrees in Marketing and E-Business and Innovation, and a PhD in Innovation Management from Birkbeck, University of London.

My professional career began in the financial services sector with Standard Chartered Bank, before I moved into education and cultural marketing at the British Council in Thailand. Over eight years, I held a variety of senior roles, including Education Promotion Officer and Assistant Director of Marketing, gaining extensive experience in international education, strategic marketing, and stakeholder engagement.

I have taught across a range of UK higher education institutions and bring a practice-informed approach to my teaching. II serve as an External Examiner for a range of universities in the UK and overseas, and as an External Assessor for the Advanced Certificate in Market Research and Social Science awarded by the 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)

• Rossi, F., Baines, N., & Wilson, E. (2025). Generating societal impact from collaborations between universities and arts and culture organisations (ACOs): Evidence from a survey of arts and culture professionals in the UK. Technovation, 140, 103158. https://www.sciencedirect.com/science/article/pii/S0166497224002086
• Zhou, R., & Baines, N. (2024). To what extent do universities’ formal and informal knowledge exchange activities interact: evidence from UK HE-BCI survey. The Journal of Technology Transfer, 49(4), 1145-1175. https://link.springer.com/article/10.1007/s10961-023-10051-9
• 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. https://link.springer.com/article/10.1007/s10961-022-09985-3
• Klangboonkrong, T., & Baines, N. (2022). Disability entrepreneurship research: Critical reflection through the lens of individual‐opportunity nexus. Strategic Change, 31(4), 427-445. https://doi.org/10.1002/jsc.2513
• 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 Studies, 56(10), 1618-1632. https://doi.org/10.1080/00343404.2021.1998416
• 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 Management, 33(1), 478-501.https://doi.org/10.1111/1467-8551.12449
• Rossi, F., Baines, N., & Smith, H. L. (2021). Which regional conditions facilitate university spinouts retention and attraction?. Regional Studies, 1-17.https://doi.org/10.1080/00343404.2021.1959909
• 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.https://doi.org/10.1080/15377857.2021.1892900
• 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. https://doi.org/10.1108/JKM-10-2019-0580
• 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. https://doi.org/10.1177/0160017620925129
• Baines, N., & Smith, H. L. (2019). Key driving factors for product and service innovations in UK university spin-offs. Industry and Higher Education, 33(3), 161–171. https://doi.org/10.1177/0950422219825579

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. Currently, I am the programme lead for BA Business and Law. I also teach on the following modules and areas:

• UG: Marketing analytics and decisions
• PG: Market Intelligence, data analysis and research method
• PG: Dissertation

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