Integrating choice set formation and taste heterogeneity in market segmentation. This project develops a new model of consumer decision-making to provide managerial insights related to market segmentation, product portfolio optimisation and marketing communication strategies. The model can be specified for a particular product category using data collected from a novel elicitation instrument developed as part of this project.
Market segmentation methodology: attacking the 'Too Hard' basket. Businesses embrace market segmentation to identify and target clients. However, poor segmentation analysis leads to poor segment choice. This project will develop tools to improve segmentation analysis and will test the resulting tools in tourism, foster care and climate change mitigating behaviours, and produce usable, transferable recommendations.
Building ambidextrous capacity in service industries-a cross national study. This research aims to understand the employee and organisations factors responsible for achieving ambidexterity (that is, ability to achieve sales targets and excellent customer service, simultaneously) in service industries. Results will assist firms to increase productivity and be more competitive in domestic and international markets.
Optimal Fundraising Design in a Competitive Market: A Unifying Framework. Increased competition from over 57,000 registered charities and a recent 6% decrease in individual donations, have increased the need for charities to improve their fundraising strategies. This project aims to develop a comprehensive framework – based on theories from marketing, psychology, economics, sociology, and philanthropy— and develop novel methodologies to determine effective charitable fundraising strategies in ....Optimal Fundraising Design in a Competitive Market: A Unifying Framework. Increased competition from over 57,000 registered charities and a recent 6% decrease in individual donations, have increased the need for charities to improve their fundraising strategies. This project aims to develop a comprehensive framework – based on theories from marketing, psychology, economics, sociology, and philanthropy— and develop novel methodologies to determine effective charitable fundraising strategies in a competitive marketplace. Key outcomes will include the theoretical model, and tests using conjoint choice-experiments, controlled field experiments and 10 years of giving data from 4 million Australian donors. These outcomes will enhance fundraising practice, ensuring charities can better serve the Australian public.Read moreRead less
Discovery Early Career Researcher Award - Grant ID: DE130101463
Funder
Australian Research Council
Funding Amount
$375,000.00
Summary
Reinforcement and undermining: the impact of innovative features on dual positioning and choice. Businesses require an understanding of how their features impact product choice in positive and negative ways. This research will advance our understanding of innovation by addressing the theory and practice of product positioning from a new perspective.