Norm O’Reilly, Director

Dr. Norm O’Reilly, is Director of ISM and Director of the School of Sports Administration.  An accomplished researcher, excellent teacher and involved sport industry contributor, Norm has published numerous refereed articles in management journal and conference proceedings in the areas of sport management, technology management, management education, and social marketing.

Norm has taught at the B.Com, M.A. and MBA levels at Laurentian, Ryerson and the University of Ottawa. 

His extensive involvement in sport includes professional and volunteer positions including Senior Policy Officer at Sport Canada, Director of the Canadian Olympic Committee, Event Manager for the 2008 Toronto Olympic Bid, and as an administrator on Canada's Mission Staff to the 2004 Olympic Games.

Contact Information
Tel: 705-675-1151 ext. 1011
E-mail: noreilly@laurentian.ca

Dr. Ann Pegoraro, Associate Director

Dr. Ann Pegoraro is the Associate Director of the Institute for Sport Marketing (ISM) at Laurentian University. Ann received her doctorate from the University of Nebraska-Lincoln and currently holds a faculty appointment as an assistant professor of marketing in the School of Commerce in the Faculty of Management.

A life-long sport enthusiast, Dr. Pegoraro’s research through the ISM is focused on investigating how different forms of media are used to establish connections with consumers of sport at all levels from amateur to professional. Together with the other researchers at the ISM, Ann is leading projects that investigate how sport enterprises use the Internet to establish relationships with sport consumers as well as how companies integrate the second (Internet) and third (mobile devices) screens into their advertisements during broadcast (online and on television) sporting events. The goal of Dr. Pegoraro’s research stream at the ISM is to better understand how to develop a meaningful connection with sport consumers, valuable information for all those involved in sport management.

Contact Information
Tel: 705-675-1151 ext. 2135
E-mail: apegoraro@laurentian.ca

Xiaoyan Xing, Associate Director of International Research

Xiaoyan Xing (pronounced as Shaw-yen Shin), MA (UT, Austin), PhD Candidate (UT, Austin)

Professor Xing’s research focuses on the ways consumers interpret and represent sport and the behavioral consequences of sport representation and interpretation.  She is particularly interested in similarities and differences of meaning representation in sport across cultures. Her current work compares and contrasts the mental models of sport fans between two national cultures (China and the U.S.A.).  Professor Xing’s publications appear in journals such as Sport Management Review. She has presented in many professional conferences in North American for both her qualitative and quantitative work in sport management and marketing.

Professor Xing has worked extensively in the sport industry. Particularly, she has been involved in numerous projects, starting from the year of 2000, for Beijing’s bid and organization of the 2008 Summer Olympic Games in China.

Contact Information
Tel: 705-675-1151 ext. 2138
E-mail: xxing@laurentian.ca 

Bob Wanzel, Founder

Ryan Rahinel is Research Manager

Ryan Rahinel is Research Manager for the Institute for Sport Marketing (ISM).  Ryan is currently completing his Bachelor of Commerce degree at Ryerson University with a major in Information Technology Management.  His research experience includes co-authored articles published in the International Journal of Sports Marketing and Sponsorship and the Journal of Marketing Education, as well as several conference presentations (in Canada and the United States) including a Top Student Paper Award at the Social Marketing Advances in Theory and Practice Conference.  His current work under review focuses on issues in management education, leadership development, and competitive balance.  He is a member of the Academy of Management and has served as an ad hoc reviewer for a special issue in the International Journal of Sport Management and Marketing.  In addition, he has been a hired consultant in the private and public sector.

Ryan’s focuses on two lines of research.  His main research focus is on marketplace persuasion knowledge activation in different contexts and amongst different consumer segments.  In the field of sport management, he is interested in issues related to fan psychology.  In particular, he is planning research on the effects of regulatory focus on inferences of competitive balance in sports leagues.  The outputs of these works are targeted to refereed journals in marketing and sport management.

Contact Information
Tel: 416-371-5293
Email: rrahinel@gmail.com

Terence Zinger, Research Fellow

J. Terence Zinger, MBA (Western), BA (Windsor), CMA (Ontario)

Terence Zinger is a Professor of Finance, Small Business Management and Sport Finance. He joined the Faculty of Management in 1980 after six years in the financial services industry. Prof. Zinger is a member of the Society of Management Accountants and the Canadian Council of Small Business & Entrepreneurship. His current research interests include small business life cycles, sport sponsorship, corporate social responsibility, and customer profitability analysis.

Rana Haq, Research Fellow

Rana Haq, B.A. (York), MBA (Laurentian), PhD Candidate (OB/HRM-Bradford, U.K.), Research Fellow

Professor Haq has been teaching in the Human Resources stream at the School of Commerce and Administration at Laurentian University since 1999. At the undergraduate level she has taught the required Core Year Organizational Behaviour Course and fourth year elective courses in Communication Theory and Communication Skills for Managers. In the Marketing stream she has taught the fourth year elective in Consumer Behaviour and MBA courses Introduction to Marketing and Marketing Management. She also teaches Organizational Behaviour courses at both the undergraduate and graduate levels in the online CGA–LU program. 

Her research interests are in the field of Gender and Diversity in the Workforce, International Comparative Strategic Human Resources Management, Employment Equity, Pay Equity, Cross-Cultural Communications, Organizational Development and Change  Management, etc.  More recently she has expanded her research interest into the field of Corporate Social Responsibility, as well as Gender and Diversity in sports management.

She is currently a member of the Administrative Sciences Association of Canada (ASAC), the Academy of Management (AOM), and the North American Case Research Association (NACRA). Prior to joining Laurentian University, she held management positions in various organizations in the private, non-profit, and government sectors.

Contact information

Tel : (705) 675-1151 ext. 2128

Email: rahaq@laurentian.ca

Benoît Séguin, Adjunct Researcher

Benoît Séguin is an Associate Professor of Sport Management at the University of Ottawa. He specializes in sport marketing. Dr. Séguin has contributed to the SPAD program as a professor from 1995 to 2002 and as a research collaborator to the ISM since 2004.

His doctorate degree, obtained from the University of Strasbourg in France (2003), was funded in part by the International Olympic Committee. His thesis examined the issue of ambush marketing and its impact on the Olympic brand. Dr. Séguin's research in sport sponsorship, ambush marketing and event management has been published in numerous academic journals and presented at national and international conferences. He is currently co-writing a book with SPAD Director Dr. Norm O'Reilly titled "Sport Marketing: A Canadian Perspective".

Dr. Séguin continues to be actively involved in amateur sports. He is a Past President of Diving Canada, a member of the Canadian Olympic Committee and Vice-President of the Aquatic Federation of Canada. In 2003, he was named by the Canadian Olympic Committee as Assistant Chef de Mission for the Canadian team competing at the 2003 Pan American Games in Santo Domingo. Dr. Séguin has been a facilitator of the Canadian Olympic Academy since 2002 and is a supervising professor at the International Olympic Academy in Olympia, Greece.

Alain Kaplan, Adjunct Researcher

Alain Kaplan is an Adjunct Researcher for the ISM, an Associate Professor of Finance at Ryerson University and an Adjunct Professor at Laurentian University. He teaches courses in Corporate Finance, Personal Finance, and Financial Ethics. His research interests include Corporate Finance, Personal Finance, Financial Ethics and Sports Finance. He also has an abiding passion for sports in general and baseball in particular, and is active in a number of community activities.

Steven Ayer, Research Associate

Steven Ayer is a Commerce MBA student at Laurentian and supervised the undergraduate students during the summer. Steven is a recipient of the Social Sciences and Humanities Research Council Master's Scholarship worth $17,500 for the 2007-2008 academic year. Using this funding, he will investigate consumers’ choice behavior; particularly a personality trait known as “Maximization” (the tendency for an individual to always seek the best option) and how it relates to making choices between alternatives in consumption environments.

His research interests include nonprofit marketing, positive and personality psychology, persuasion, and consumer behavior. During the summer, he was involved in Ann Pegoraro's project to evaluate the differences in how companies advertise online vs. on television and collaborated on a number of other projects at the ISM.

Bridget Leonard, Research Associate

Bridget Leonard is a part-time MBA student at Laurentian. This is her first year with the ISM, and she is working on various projects. Among them: an examination of consumers’ perceived service quality and satisfaction with University food services; an examination of the drivers of sport participation among Canadian youth; the Institute of Sport Marketing/Canadian Sponsorship Forum, Collaborative Study of the Canadian Sponsorship Industry; and an analysis of television commercials.

Chris Pirie, Research Associate

Pierre Huneault, Research Associate

Pierre Huneault is from Sudbury, Ontario and is entering his second year at Laurentian University in the Sports Administration Program.  This summer he is working with the ISM (Institute for Sport Marketing) on many different projects.  His main study is The institute of Sport Marketing/Canadian Sponsorship Forum, Collaborative Study of the Canadian Sponsorship Industry. The main objective of the research is to provide an overview of the sponsorship industry in Canada, with particular attention to the spending patterns of sponsors and revenue generated through sponsorship by sponsors. It will also explore the management, planning, and realities of sponsorship in Canada today.

ISM Alumni

Anne Parisé, Research Associate

Anne Parisé is a fourth year Commerce student at Laurentian University.  Her third year of undergraduate studies was spent abroad in Finland and France.  This gave her the opportunity to collect data to expand on a previous study.

Her research interests include: international finance, sustainable development and corporate responsibility.

Scott Gauvreau, Research Associate

Scott Gauvreau is from Sudbury, Ontario and is entering his third year of Sports Administration at Laurentian University.  This is his first summer working for the ISM and he has been assigned a project based on physical activity engagement among urban youth in Canada.  This project requires the use of a netnography research method and will be conducted in various online forums.  Research will be collected by downloading member posts and organizing them into specific categories such as health and fitness.  The goal is to further understand what drives urban youth in Canada to get involved in physical activity and sports as well as what factors contribute to the vast decline in sport related activities among the youth demographic in the country. 

Nick Hodge, Research Associate