Dr Ning Baines

Job: Senior Lecturer in Marketing

Faculty: Business and Law

School/department: Leicester Castle Business School

Address: De Montfort University, The Gateway, Leicester, LE1 9BH

T: +44 (0)116 207 8417

E: ning.baines@dmu.ac.uk

W: https://www.dmu.ac.uk


Personal profile

I hold a bachelors degree in English Literature from 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. In the UK, I worked as marketing and business development Officer for UCL and as assistant director in research and development with INTO University Partnerships.

I taught for Birkbeck, University of London, UCL, LSE and Queen Mary, University of London as sessional lecturer and external MSc supervisor.

Research group affiliations

Centre for Entrepreneurship and Innovation

Publications and outputs

  • Klangboonkrong, T. and Baines, N. (2022) Disability entrepreneurship research: critical reflection through the lens of individual-opportunity nexus, in Special Issue on Minorities Groups in Entrepreneurship, Strategic Change (CABS 2) (forthcoming).
  • Assimakopoulos, D. Lawton Smith, H. Baines, N. Romeo, S. and Tsouri, M. (2021) Oxford and Granoble: multiple anchors, strong dyadic relationships and national policy in fostering cluster architectures, Regional Studies (CABS 4), DOI: https://doi.org/10.1080/00343404.2021.1998416
  • Rossi, F., Baines, N. and Lawton Smith, H. (2021). Which regional conditions facilitate university spinouts retention and attraction? Regional Studieshttps://doi.org/10.1080/00343404.2021.1959909
  • Black, I., Baines, P., Baines, N., O’Shaughnessy, N., and Mortimore, R. (2021). The dynamic interplay of hope vs fear appeals in a referendum context. Journal of Political Marketing. https://doi.org/10.1080/15377857.2021.1892900
  • Rossi, F., De Silva, M., Baines, N., and Rosli, A. (2020). Long‐Term Innovation Outcomes of University–Industry Collaborations: The Role of ‘Bridging’vs ‘Blurring’Boundary‐Spanning Practices. British Journal of Management.  https://doi.org/10.1111/1467-8551.12449
  • 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 Reviewhttps://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 Education33(3), 161–171. https://doi.org/10.1177/0950422219825579

Contributions to edited works:

  • 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.
  • 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.

Research interests/expertise

My principal research interests lie in the field of new product/service development and innovation, specifically in university spin-off and start-up contexts. I also have extensive experience in conducting practitioner marketing research.

Areas of teaching

Marketing Dissertation 
Marketing of Services
Marketing Analytics 


PhD “Product/service innovation in UK university spin-off firms” Department of Management, Birkbeck, University of London        

MSc in E-Business and Innovation, Birkbeck University of London

MA in Marketing Management, Middlesex University

Courses taught

MARK 3008 - Marketing Dissertertaion at UG level
MARK5083 - Advanced Marketing Analytics at PG level

Membership of external committees

Market Research Society (MRS) – August 2009

Conference attendance

  • Lawton Smith, H., Romeo, S. and Baines, N. (2015), The Evolving Oxfordshire High-tech Economy: Exploring Regional Economy, In: University of Kentucky Geography Colloquium Series 2014-2015, Kentucky, USA, 17 April 2015.
  • Baines, N. and Lawton Smith, H. (2013), ‘Demystify Product and Service Innovation of University Spin-off Companies in the UK’ in the 11th Triple Helix International Conference, Bringing businesses, universities and governments together to co-innovate and solve economic, social and technological challenges, London, UK, 8-10 July2013.
  • Lindholm Dahlstrand, A., Lawton Smith, H. and Baines, N (2013), ‘Technology transfer and entrepreneurship: IP and academic spin-offs in Sweden and the UK’, In: the 11th Triple Helix International Conference, Bringing businesses, universities and governments together to co-innovate and solve economic, social and technological challenges, London, UK, 8-10 July 2013.
  • Baines, N. and Lawton Smith, H. (2011), ‘Product innovation, growth and profitability of university spin-off companies’, In: the 9th Triple Helix International Conference, Silicon Valley: Global Model or Unique Anomaly? Stanford University, California, USA ,11-14 July 2011.

Externally funded research grants information

Academic research project involvement:

  • March 2015 – October 2015
    The analysis of national public research spending (PREF)
    – this is a European Commission project aimed at collecting information on, and providing an analysis of, national public research funding, by theme and by allocation mode (project based funding versus institutional funding) including an overview of the evolution and current state of public research funding in European and selected non-European Countries. I act as research associate for this project to collect the data for the UK and Ireland.

  • June 2015 – March 2017
    The evolving Oxfordshire high-tech firms – this is a longitudinal study to investigate the evolution of high-tech firms in Oxfordshire area since 1980s and to assess their economic contributions to the regional economy. I act as a research associate to collect and analyse the data.

  • November 2015 – June 2017
    The knowledge co-creation between universities and small and medium-sized enterprises: drivers and impact
    – this research is funded by the British Academy and Leverhulme Trust aimed at filling the gap in the literature on co-creation by focusing on the processes (tacit and implicit), impact (tangible and intangible) and the drivers surrounding the co-creation of knowledge between universities and SMEs. I act as a research associate to analyse the qualitative data.