Harnessing Business Insights from Unstructured Customer Data. Resulting from customers’ widespread uptake of online channels to buy and communicate has been a surge in online reviews and social media posts. This textual information offers a viable alternative to surveys that Australian businesses currently conduct to obtain customer insights. However, these reviews are unstructured and require substantial pre-processing to extract underlying customer perceptions. Therefore, this project aims to ....Harnessing Business Insights from Unstructured Customer Data. Resulting from customers’ widespread uptake of online channels to buy and communicate has been a surge in online reviews and social media posts. This textual information offers a viable alternative to surveys that Australian businesses currently conduct to obtain customer insights. However, these reviews are unstructured and require substantial pre-processing to extract underlying customer perceptions. Therefore, this project aims to develop a novel machine learning approach to quantify the business-relevant information contained in textual information shared by customers online. This alternative approach will provide significant cost-saving benefits for a range of Australian companies, such as retailers, hotels, airlines and restaurants.Read moreRead less
Idea Sources for Product Innovation in Australian Frontier Technology: The Case of the Australian IT Industry. The source of new product ideas, and how new ideas are generated, is a research area that is not well understood in the management literature and frontier industries such as information technology. The aim of the proposed study is to identify and compare what idea sources (e.g., competitor sources or customer sources) are most useful for Australian firms to generate breakthrough product ....Idea Sources for Product Innovation in Australian Frontier Technology: The Case of the Australian IT Industry. The source of new product ideas, and how new ideas are generated, is a research area that is not well understood in the management literature and frontier industries such as information technology. The aim of the proposed study is to identify and compare what idea sources (e.g., competitor sources or customer sources) are most useful for Australian firms to generate breakthrough product innovations in frontier industries (in this case the IT industry). It also aims to improve our theoretical understanding of the link between market orientation and innovation sources.Read moreRead less
Modelling the Diffusion of Innovation in Marketing Research. This project will identify and explain the utilisation of marketing research in Australian organisations. The major (but not exclusive) focus will be the diffusion of Internet-based marketing research innovations. Previous studies of marketing research have been limited, through focussing on only one sector (such as tourism) or aspect of usage, or by using small samples, or by excluding important Internet innovations or managerial eval ....Modelling the Diffusion of Innovation in Marketing Research. This project will identify and explain the utilisation of marketing research in Australian organisations. The major (but not exclusive) focus will be the diffusion of Internet-based marketing research innovations. Previous studies of marketing research have been limited, through focussing on only one sector (such as tourism) or aspect of usage, or by using small samples, or by excluding important Internet innovations or managerial evaluations. This project will investigate the diffusion of marketing research across many industrial sectors, over several years. The project will yield "benchmarking" benefits of immediate value, and enduring benefits through the continuing evaluation of innovative research practices.Read moreRead less
Exploring Consumers' Switching and Loyalty Behaviours: Brand Relationship Dynamics. For marketers and academics, understanding the ways that consumers develop relationships with brands is of utmost importance. Brands may inspire loyalty, repeat purchases, continued use, and switching behaviour over time. Yet, continued brand usage and switching behaviours have not yet been studied systematically from a relationship perspective. Fournier's (1998) perspective on brand relationships is used to unde ....Exploring Consumers' Switching and Loyalty Behaviours: Brand Relationship Dynamics. For marketers and academics, understanding the ways that consumers develop relationships with brands is of utmost importance. Brands may inspire loyalty, repeat purchases, continued use, and switching behaviour over time. Yet, continued brand usage and switching behaviours have not yet been studied systematically from a relationship perspective. Fournier's (1998) perspective on brand relationships is used to understand changes in brand behaviours as changes in underlying consumer-brand relationships. This study, using qualitative semi-structured interviews and longitudinal brand diary keeping, will uncover the personal, social, and cultural meanings associated with brand-related changes, significantly advancing our understanding of brand relationship dynamics.
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Modelling Consumer Decision States. This research will examine the evolution of consumer decision states as products/categories mature and investigate how choice experiments can be developed to predict new product choices. Technological developments have made it feasible to expose large numbers of respondents to choice experiments enhanced with a process of Information Acceleration. A longitudinal experimental approach is proposed that monitors consumers' awareness, consideration and choice for ....Modelling Consumer Decision States. This research will examine the evolution of consumer decision states as products/categories mature and investigate how choice experiments can be developed to predict new product choices. Technological developments have made it feasible to expose large numbers of respondents to choice experiments enhanced with a process of Information Acceleration. A longitudinal experimental approach is proposed that monitors consumers' awareness, consideration and choice for one mature and two new products. This will allow for the developing of models that take into account the different rates at which consumers progress through decision states, leading to improved forecasts of new product trial and adoption.Read moreRead less
A Longitudinal Study of the Role of Marketing Competencies in Individual and Organisational Performance. The general aim of this project is to demonstrate the role of competencies in aspects of marketing, in relation to individual and organisational performance, relevant to the Ford Motor Company of Australia Limited. The focus will be on the conceptualisation and operationalisation of marketing competencies within the practical, competitive international automotive business environment, and not ....A Longitudinal Study of the Role of Marketing Competencies in Individual and Organisational Performance. The general aim of this project is to demonstrate the role of competencies in aspects of marketing, in relation to individual and organisational performance, relevant to the Ford Motor Company of Australia Limited. The focus will be on the conceptualisation and operationalisation of marketing competencies within the practical, competitive international automotive business environment, and not principally on the role of the formal educational system in delivering potential employees with general marketing knowledge. Primary research will be conducted among Ford Marketing employees, and among Ford suppliers and dealers, in a dynamic environment, over several years.Read moreRead less
Modelling the Influence of Organisational Identification and Marketing Actions on Membership Behaviour for Australian Football League Clubs. This project involves an innovative extension of the current international focus on the role of individual and organisational identification in managing marketing relationships, from a static perspective to a dynamic systems model. This project will examine the influence of organisational marketing activities on the relationship between consumers and organi ....Modelling the Influence of Organisational Identification and Marketing Actions on Membership Behaviour for Australian Football League Clubs. This project involves an innovative extension of the current international focus on the role of individual and organisational identification in managing marketing relationships, from a static perspective to a dynamic systems model. This project will examine the influence of organisational marketing activities on the relationship between consumers and organisations, longitudinally over five years. A combination of experimental and quasi-experimental methods will be used to estimate the relationships between aspects of individual-organisational identification and marketing activities, and organisational affiliation, in the context of Australian Football League club membership, conducted in partnership with every AFL club nationally.Read moreRead less
Brand Value, Sporting Sponsorship, and Return-on-Marketing-Investment: A Longitudinal Study including the Development of a Measurement Instrument. This project will examine three related aspects of marketing, within the context of sport sponsorship (Geelong Football Club and Baytec Institute): the valuation of major brands; the evaluation of sponsorship related to major brands; and the evaluation of non-commercial activities related to sponsorship. Three of the key components of the model to be ....Brand Value, Sporting Sponsorship, and Return-on-Marketing-Investment: A Longitudinal Study including the Development of a Measurement Instrument. This project will examine three related aspects of marketing, within the context of sport sponsorship (Geelong Football Club and Baytec Institute): the valuation of major brands; the evaluation of sponsorship related to major brands; and the evaluation of non-commercial activities related to sponsorship. Three of the key components of the model to be studied in this research project are: the sponsor's decision-making process, e.g., the determination of return on investment (ROI) in this alliance; the value of this association, e.g., the sponsee's brand value to the sponsor; and the sponsee's decision-making process, e.g., the determination of ROI in this alliance.Read moreRead less
Can commerce be authentic? Developing and testing consumer-based measures of brand authenticity. Academics and practitioners identify the management of brand authenticity as a critical success factor in building brand equity. Significant opportunities exist for Australian firms to benefit from application of a brand authenticity scale in the development of brand communication strategies. In particular, small firms where reputation can be built on an authentic connection to family or regional his ....Can commerce be authentic? Developing and testing consumer-based measures of brand authenticity. Academics and practitioners identify the management of brand authenticity as a critical success factor in building brand equity. Significant opportunities exist for Australian firms to benefit from application of a brand authenticity scale in the development of brand communication strategies. In particular, small firms where reputation can be built on an authentic connection to family or regional history; tourism organisations where consumption is driven by authenticity; or exporters of local brands where perceptions of what is authentically Australian are critical. It is also significant for sports organisations where the opportunity to self-authenticate is a major motivation for consumers whether spectator or participant.Read moreRead less
Transforming Primary Healthcare Service Delivery: A Digital-Human Approach. This project aims to address the urgent need for a transformational shift in thinking and actions in primary healthcare service delivery. Primary care clinics, the front door of Australia's healthcare, are under considerable strain. By using a four-phase mixed methodology design across four Australian states, this project expects to generate a national evidence-based framework which takes a dual approach combining the us ....Transforming Primary Healthcare Service Delivery: A Digital-Human Approach. This project aims to address the urgent need for a transformational shift in thinking and actions in primary healthcare service delivery. Primary care clinics, the front door of Australia's healthcare, are under considerable strain. By using a four-phase mixed methodology design across four Australian states, this project expects to generate a national evidence-based framework which takes a dual approach combining the use of digital technology with humanness. Expected outcomes include the development of an Australian-first evidence-based digital resource kit, including two new tools, and a new co-designed roadmap to better facilitate this important change journey to enhance patient experience, employee wellbeing and clinic performance.
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