Focusing on issues and opportunities relating to relationship marketing for business
Relationship Marketing for Impact is a research cluster within the Department of Marketing, Griffith Business School, and works alongside the Center for Sales and Marketing Strategy, University of Washington.
We aim to:
- Create a strong network of researchers in relationship marketing
- Develop and maintain a strong and innovative research in relationship marketing
- Solve business issues relating to relationship marketing
- Connect with the industry experts and enterprises.
With five key areas of focus:
- Online relationship marketing
- Big data
- Data privacy
- Consumer behaviour
Customer value and co-creation motivations
Dr Cassandra France is leading new research in customer co-creation, looking at what forms of value arise from co-creation behaviour. Understanding the motivations for customer participation in co-creation behaviour is beginning to emerge as a critical area for brand management. While we have well established models of motivation for buying, there remains a gap in models for other customer behaviours. This research bridges this gap, offering new insight in this emerging area of brand research.
Student Engagement and Relationship Marketing
This research project consists of a team of researchers from the areas of human resources, relationship marketing, and education marketing. The aim of the project is to gain a better understanding of student engagement and satisfaction among Mixed Mode and In-Person Mode. It helps develop key strategies that universities can adopt to manage their students more effectively and to drive engagement in a mixed mode of face-to-face and online learning environment.
Education Co-creation Green Marketing
The aim of Education Co-creation Green Marketing project is to engage students and staff in creating a sustainable business school. Being experts in branding and sustainability, Dr Cassandra France, Dr Maria Dharmesti, and Dr Joan Carlini have initiated the project. The project is expected to contribute insights to sustainability and education literature, as well as encouraging inclusive sustainable practices in education context.
Professor Scott Weaven, Dr Sara Quach and Dr Park Thaichon from Griffith University are working with Professor Rob Palmatier from the University of Washington in the areas of Outside-in Marketing. In contrast to the inside-out marketing, the outside-in perspective goes beyond firm resources to understand the interaction and value creation between various parties from both inside and outside the firm. This research project involves advancement of current theories and development of an organizing framework as well as research priorities.
Work with us
Do you want to work together to solve your marketing problems and grow your business? Or explore a specific research area or topic that you are passionate about?
We can help.
Advisory Board Members
November 01, 2020
Fostering Asia-ready students!
Convened by Dr Andrea Haefner from Griffith Asia Institute (GAI) and supported by Australian Government New Colombo Plan mobility funding, the Griffith Asia Business Internship (GABI) program commenced last week. More than 30 Bachelor and Master students from across a range of disciplines will soon...
November 01, 2020
Apple seeds India for future iPhone growth
As Apple prepares to launch its biggest and smallest flagship iPhone, India has emerged as a critical market for the tech giant.
October 14, 2020
The future for retail in a pandemic year
While COVID-19 has certainly challenged Australia’s retail industry, several Griffith marketing experts say it has also provided opportunities and lessons in new ways to meet customer demand.
Vice Chancellor’s Research Excellence Awards nominees announced
Due to the impact of COVID-19, the Vice Chancellor’s Research Excellence Awards will be held virtually this year on September 15.