Europe/Dublin
Already received a doctoral degree | October 2022
University of Liverpool (Website)
Title: Investigating conflicting perspectives at a software multinational concerning its efforts to produce culturally and linguistically appropriate web content for its customers around the globe.
Nature of thesis research: Doctor of Business Administration (DBA)
Industry Expert
Affiliated Faculty
Dr. Dermot Kennedy is a Senior Director at the software multinational Adobe. Founded over 40 years ago on the simple idea of creating innovative products that change the world, Adobe delivers ground-breaking technology that empowers everyone, everywhere to imagine, create and bring any digital experience to life. From students to creative professionals and from small businesses to the world’s largest enterprises, Adobe’s customers are using its products to unleash their creativity, accelerate document productivity and power digital businesses. Adobe sells software as a service by means of its website Adobe.com. Dr. Kennedy leads Adobe’s web publishing organization that is responsible for producing Adobe.com globally. From humble beginnings when Dr. Kennedy joined Adobe back in 2002, the organization has grown to its current state where Adobe is doing business in over 230 countries around the world. Adobe’s annual revenue reached $19.4 billion in 2023. Adobe wants to communicate with its customers around the world cost efficiently and in a manner that presents one consistent brand. Adobe also wants to communicate in a manner that is culturally and linguistically appropriate for these customers.
Dr. Kennedy’s doctoral research has been focused on finding balance and harmony between these frequently conflicting global and local marketing perspectives. Dr. Kennedy completed his doctorate in 2022. Since then, he has been leading the adoption of AI-driven transcreation of Adobe’s marketing content across the organization. AI-driven transcreation enables Adobe to adapt to the cultural and linguistic requirements of its target audience in a cost-efficient manner while driving significant business growth.
Dr. Dermot joined DoctorateHub as an Affiliated Faculty member in early 2025.
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Years of Experience
34 Years
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