Vision
The Marketing-Strategy group focuses on marketing relationships and business networks and runs one of the most sophisticated marketing/strategy research portals in Australia. This research portal enables the cost-effective benchmarking of the effects of various stakeholder relationships, including factors which influence network structures and organisational performance. EAs well as conducting various research projects, the group hosts seminars involving eminent scholars and an end-of-the year Marketing-Strategy Forum featuring academic researchers and business partners.
Scope
One of the challenges businesses face is managing stakeholder relationships so as to exert social influence which leads to high customer loyalty and superior organisational performance. The marketing-strategy group has targeted the domain of Relationship Marketing as its research priority, focusing on issues of relational exchange within business and community organisations. Its research is supported by a panel of 1000 managers, and uses the latest internet-based technology for social experimentations. Committed involvement from a range of managers allows the group to answer questions that are timely, relevant and of value to both the academic and business communities.
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