Innovation and Growth Strategies in Marketing

2015 ANZMAC Conference

Nov 30 - Dec 2 | Sydney, Australia
Nov 28 - 29 | Doctoral Colloquium

ANZMAC
UNSW Business

Conference program

As growth becomes a strategic priority for many organisations in a post GFC era, there is a growing realisation of the importance of an ‘outside-in’ rather than an ‘inside-out’ strategy. This outside-in strategy starts with the customer at the centre; is embodied in the creation of value for new and existing customers and often eventuates in the creative destruction of existing lines of products and services by the introduction of consumer centric innovations. Companies like Amazon, Apple and P&G have reaped rich dividends following such a strategy and have grown exponentially while their competitors have languished. However, in spite of the consumer-centricity of such strategies, evidence suggests that marketing departments within these organisations, and in turn marketing academia, play surprisingly little role in their development and implementation.

ANZMAC 2015 will explore the important role that marketing can play in the growth phase of an organisation. The School of Marketing at UNSW invites you to attend the ANZMAC Conference in 2015 in the picturesque yet globally cosmopolitan city of Sydney, minutes away from the world famous Bondi Beach, to be a part of this exciting conversation on the role of innovation and growth strategies in marketing.



For any enquiries regarding your registration please contact:

Nadia Withers
School of Marketing, UNSW
Tel: (612)9385-3652
Email: n.withers@unsw.edu.au

  • ANZMAC conference 2015 Tracks
  • Gala Dinner
  • Keynote speakers
  • Panel and Special Sessions

ANZMAC2015 Tracks, Chairs, and Track Philosophies

Jack Cadeaux, ANZMAC2015 Academic Program Coordinator

1. Marketing Strategy and Strategic Marketing

Chairs:

A/Prof Jack Cadeaux, UNSW
Dr Laszlo Sajtos, University of Auckland

Marketing strategy can be best defined as a distinct path to achieve one or more distinct marketing objectives such as category growth, market share, or improved profitability. Thus, it involves strategies such as, for example, acquiring new-to-market users, expanding use, acquiring customers from competitors and retaining own customers, trading up customers, and bundling products for sale. Thus, it inherently involves the selection of target markets to serve. Strategic marketing (as opposed to operational marketing) can be best defined as those marketing decisions that involve irrevocable long term commitments of resources and which have high levels of performance uncertainty and competitive interdependency. Papers on any of these topics can be submitted to this track. Top papers will be given special consideration for further development and possible publication by the Australian Journal of Management (ABDC A)


2. Innovation and New Product and Service Development

Chairs:

A/Prof Angela Paladino, University of Melbourne
A/Prof Wim Biemans, University of Groningen

Innovation involves the development of products, services, information goods, and business processes that are distinct from those that currently exist and which offer benefits for users and perhaps even nonusers. Such innovations can be either incremental or radical, either market adaptive or market transformative or entrepreneurial, and either sustaining or disruptive of competitors’ positions. This track will consider all papers on these and other closely related topics in innovation, new product and service development.


3. Advertising and Sales Promotion

Chairs:

Associate Professor Ravi Pappu, University of Queensland
Dr Aaron Gazley, Victoria University of Wellington

Advertising involves communication efforts that aim to stimulate demand via the creation of awareness and preferences for market offerings. Sales promotion involves the use of incentive-oriented tools to stimulate sales such as price promotions, contests, loyalty programs, dealer incentives, cooperative promotions, and point of sale promotions. Advertising and sales promotion tools can be directed at buyers, users, distributors, employees, and others in order to achieve a variety of communication and marketing performance objectives. This track particularly invites papers that investigate innovative theories and practices in advertising and sales promotion management and performance evaluation.


4. Retailing, Retail Management, and Distribution Channels

Chairs:

A/Prof Paul Ballantine, University of Canterbury
Prof Harmen Oppewal, Monash University

Product and service assortments and availability levels must competitively match the wants of target market customers. Retailing involves the management and marketing of assortments of merchandise for direct sale to the consumer and distribution involves the creation of product and service availability through marketing channels. This track will consider all traditional and innovative aspects of these topics including retail assortment management, retail store location and design, retail operations, shopper behaviour, store branding, experiential retail and store atmospherics, e-channels, and e-retailing. This track will also consider papers on channel design and managing relationships with channel participants.


5. Marketing Research Methods

Chairs:

A/Prof Leonard Coote, University of Queensland
A/Prof Yelena Tsarenko, Monash University

This track will consider all methodological papers dealing with academic and practice-oriented marketing research. Topics can range from those that examine the managerial value of research information to data collection, data base management, instrument development and testing, qualitative methods, quantitative and analytic methods for measurement, and model testing. The track is particularly interested in papers on innovative approaches to laboratory and non-laboratory measurement of marketing and consumer response, scale development and scale validation, and new unobtrusive and observational methods.


6. Marketing Analytics and Marketing Models

Chairs:

TBA Dr Steven Lu, University of Sydney

This track will consider all papers in traditional and non-traditional marketing science including analytic and empirical papers that model multiple participants in a marketing system (e.g., consumers, competitors, distributors, and/or suppliers) as well as papers that build and/or test models for marketing decision-making and marketing decision support. Models can consider any of the full range of marketing management variables or develop analytic approaches to investigating behavioural marketing phenomena.


7. Macromarketing and Marketing and Public Policy

Chairs:

Dr Ben Wooliscroft, University of Otago
Dr Srinivas Sridharan, Monash University

This track will consider theoretical and empirical papers on topics that go beyond the traditional management of exchange between sellers and buyers. These topics could include the examination of the boundaries and sustainability of marketing systems, negative and positive marketing externalities, the role of marketing in regional economic development (in and outside of the local Australasian region), the study of market failures and regulatory responses as well as the study of regulatory failures and market responses. Top papers will be given special consideration for further development and possible publication by the Journal of Macromarketing (ABDC A)


8. Industrial and Business Relationship Marketing

Chairs:

Dr Margaret Matanda, Monash University
Dr Chris Medlin, University of Adelaide

This track will consider all topics in organisation-to-organisation marketing including organisational buyer behaviour, sales management, inter-organisational relationship management, business network planning and analysis, business market segmentation, value-in-use pricing, contracting, and subcontracting. It encourages rigorous theory development and testing and the use of innovative methods including multiple case studies, network analytics, archival data analysis, and business simulations.


9. International and Intercultural Marketing

Chairs:

Prof Julie Lee, University of Western Australia
A/Prof Fang Liu, University of Western Australia

This track will consider all papers with a transnational, international, global, inter-regional, inter-cultural or inter-subcultural dimension. It particularly encourages papers that go beyond conventional surveys of export market orientation and the use of conventional measures of cultural orientation and that instead use theory and/or methods that capture emerging regional and cultural structures and phenomena and the political-economic contexts that constrain or encourage marketing operations.


10. Marketing of Services and Information Goods

Chairs:

Prof Paul Patterson, UNSW
Dr Christine Mathies, UNSW

Services are intangibles that occupy time more so than they do space. In marketing academia, the study of services has devolved from its early 1980s vision of an optimistic strategic counterpoint to what had then been a purely operational focus to what is now an arena in which a diverse range of theories of individual consumer and service employee behaviour are developed, tested and applied. This track encourages a return to the optimistic roots of the field and a re-examination of core strategic and managerial questions of demand, revenue, and capacity management, customer mix management, product-service substitution and complementarity in use, business service self-production, and the organisational development of service capabilities. It also encourages papers on the marketing of information goods such as data, software, websites, e-media, virtual products, and virtual experiences. Top papers will be given special consideration for further development and possible publication by the Journal of Theory and Practice (formerly Managing Service Quality) (ABDC A)


11. Buyer Behaviour

Chairs

Dr Dewi Tojib, Monash University
Dr Mathew Chylinski, UNSW

This track encourages quality papers on any topic of consumer and buyer behaviour that have the potential to contribute to marketing thought and marketing practice. Papers are free to develop, test, and/or apply theories and methods from the widest possible range of behavioural, social, and mathematical sciences including, for example, behavioural economics, psychology, sociology, anthropology, geography, stochastic modelling, and choice modelling. The guiding principles would be fruitfulness and explanatory power for marketing thought and analysis rather than adherence to any particular paradigmatic doctrine or method.


12. Marketing Education

Chairs:

Dr David Gray, Macquarie University
Dr David Waller, University of Technology, Sydney

This track invites theoretical and empirical papers on any aspect of marketing education in the contemporary and future tertiary context. Topics could range from marketing education in the wider university context of non-business education; relations between marketing scholarship, marketing practice, and industry; the integrity and quality of the marketing curriculum and of marketing teaching resources; marketing education within and between different student populations; competition, entrepreneurship, innovation and business models for marketing education services; the education of marketing scholars and researchers; and marketing education in the institutional context of university business education and business school accreditation.


13. Brand and Brand Management

Chairs:

Prof Mark Uncles, UNSW
A/Prof Liem Ngo, UNSW

This track invites conceptual and empirical papers that provide insight into current and emerging issues in brand management. Topics include branding and brand innovation, brand meaning in a digitally empowered world, co-creation between stakeholder identity and brand identity, branding and brand relationships in context (e.g. services, technology, celebrities, luxury, and entrepreneur), and consumer responses to different branding strategies. Top papers will be given special consideration for further development and possible publication by the Journal of Brand Management (ABDC A).


14. Social Marketing

Chairs

Prof Sharyn Rundle-Thiele, Griffith University
Dr Denni Arli, Griffith University

This track invites empirical and theoretical papers that challenge the science and practice of social marketing (use of marketing tools and techniques to achieve behaviour change). Topics can range from advances in social marketing theory; the impact of commercial marketing and institutions on society; health and well-being; charity and not-for profit; environment and sustainability; crime, safety and justice; tobacco control; licit and illicit substance abuse; and behaviour change interventions.


15. Consumer Culture Theory

Chairs

A/Prof Karen Fernandez, University of Auckland
Dr Bernardo Figueiredo, RMIT

Consumer culture theory examines consumption choices and behaviours from a social and cultural point of view, by addressing the dynamic relationships between consumer actions, the marketplace, and cultural meanings. Although much existing work in CCT utilises qualitative methods, this school of thought also welcomes quantitative inquiry. Top papers will be given special consideration for further development and possible publication by Consumption, Markets, and Culture (ABDC B) • Special Sessions Proposals for special sessions should be submitted by the paper submission deadline directly as e-mail attachments to the Academic Coordinator, Jack Cadeaux (j.cadeaux@unsw,.ed.au), and not through the ScholarOne system. Proposals should contain a 50-word bio of each speaker, a one paragraph overview of the session, and a one-paragraph description of each presentation. The conference committee will assess all special session proposals as a batch collectively, and those rated as highest quality and most in keeping with the conference theme of Innovation and Growth Strategies in Marketing will be accepted for presentation and allocated a session time and place. Notification of acceptance or rejection of such proposals will follow the same timeline as for competitive papers. However, any papers arising from or related to special sessions will not be included in the conference proceedings since they would not have undergone a formal blind review. As in the past, top papers across all tracks should be considered for further development and possible publication by the Australasian Marketing Journal (ABDC B)

Gala Dinner

ANZMAC2015 will culminate in style with a Gala Dinner and cruise on spectacular Sydney Harbour.

Starship Sydney is the largest cruising glass vessel on Sydney Harbour, with 3 metre high surround glass windows on each of its three enclosed levels.

Date

Wednesday 02 December, 2015

Embarkation

from 19:00 to 19:30

Cruise departs

19:30

Cruise end/Disembarkation

23:00

Embarkation Point

King Street Wharf 4, Darling Harbour

Vessel

Starship Sydney

Contact

(02) 9279.3433

Directions to Darling Harbour and Map

Starship directions

Plan your trip from UNSW to Darling Harbour

Trip Planner

Keynote Speaker

Rajendra K. Srivastava, Provost and Deputy President (Academic Affairs) Professor of Marketing.

Professor Rajendra K. Srivastava holds the Lee Kong Chian School of Business (LKCSB) Chair in Marketing Strategy and International Business, as well as Professor of Marketing in the LKCSB.Professor Srivastava has a B.Tech from Indian Institute of Technology, Kanpur, MSIE from the University of Rhode Island, and MBA and Ph.D. from the University of Pittsburgh.

Besides being a leading authority on brand and marketing strategy, he is also well known for his contributions to marketing metrics and the impact of marketing on shareholder value. His interests and outlook in integrating operations, finance and marketing reinforce a unique perspective on managing business processes and corporate performance. His work on the impact of market- based assets on shareholder value in the Journal of Marketing received both the 1998 Maynard and MSI/Paul Root Awards for the article judged to contribute most to the theory and practice of marketing respectively, and more recently, the Sheth Foundation Award for long-term contributions to the Marketing discipline. These interests are further reflected in his co-editorship of special issues of the Journal of Marketing on Marketing Metrics (2004) and on the Impact of Marketing Strategy on Wall Street (2009).

Professor Srivastava also has extensive experience in the technology sector ranging from startups at the Austin Technology Incubator to industry leaders such as Microsoft, HP and Nokia. A leading authority on the impact of marketing on business performance, Professor Srivastava is frequently invited as a keynote speaker on topics such marketing metrics, value of market-based intangible assets (brands, channels) and management of growth and risk. He has actively developed and delivered executive programs in North and Latin America, Europe, Asia and Australia, as well as worked with many of the world's leading companies in the technology and services sectors.

ANZMAC 2015 Panel Sessions

Monday 30 November

1. Marketing in the Boardroom

Time

1.30pm - 3.00pm

Location

Gallery 2, Scientia

2. How Do We Deal with Big Data?

Time

3.30pm - 5.00pm

Location

Gallery 2, Scientia

ANZMAC 2015 Special Sessions

Monday 30 November

1. ANZMAC Fellows Session in Honour of Roger Layton

Time

11.00am - 12.00pm

Location

Gallery 2, Scientia

Tuesday 1 December

1. CCT Roundtable: Expanding the Value and Impact of CCT Research in Business Schools

Time

9.00am - 10.30am

Location

MAT107

2. Unit Pricing as a Consumer Research and Public Policy Issue: How Unit Pricing Affects Consumer Grocery Perceptions and Purchasing Behaviours

Time

9.00am - 10.30am

Location

MAT123

3. Layton Award Winner Presentation

Time

1.30pm - 3.00pm

Location

MAT231

4. Writing Successful ARC Proposals

Time

1.30pm - 3.00pm

Location

MAT112

5. Meet the Editors

Time

3.30pm - 5.00pm

Location

MAT112

6. Mobile Marketing and Augmented Reality

Time

3.30pm - 5.00pm

Location

UNSW BizLab – QUAD1041

Wednesday 2 December

1.Innovative Work and Product Designs. The Pilot Smart Work Hubs Project in NSW, Australia

Time

9.00am - 10.30am

Location

MAT231

2. Fresh Thinking about Theory Development in Marketing Implications for Theorizing about Innovation and Growth

Time

1.30pm - 3.00pm

Location

MAT107