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Research seminar: International expert on professional services marketing

06 July 2017

18 Jul

Professor A

18 July 2017 01:00 p.m.
18 July 2017 02:00 p.m.
MSB.1.05, Waikato Management School, Hillcrest Road, University of Waikato
Gate 10 carpark off Silverdale Road, University of Waikato, Hamilton
Amanda Sircombe
No RSVP required

An international expert on marketing strategy, services marketing, innovation and value creation, branding and consumer behaviour will give a talk at Waikato Management School on 18 July.

All staff and students of WMS are welcome to attend this one-hour research seminar, from 1-2pm in MSB.1.05.

Professor Aron O'Cass, from the Department of Marketing and Management at Australia's Macquarie University, has expertise in bringing together theoretical perspectives of marketing strategy, firm resources and capabilities; and their effect on branding, value creation and firm performance.

The title of his presentation is: 'Advancing professional services theory and practice: Unlocking service solutions and service supply chains in the professional service sector'.

Before joining academia, Professor O'Cass was a senior marketing manager for an Australian technology corporation.

He has consulted extensively with commercial and not-for-profit organisations, as well as a number of political parties in Australia.

He has also conducted research in a wide range of industries - including SMEs, large manufacturing firms, services and politics - across different national contexts, such as Australia, Indonesia, Malaysia, Singapore, Vietnam, India, China, Taiwan and Iran.

This has given him a deeper understanding of the needs of government and industry in regards to the significant research role that universities play in commerce and business.

Professor O’Cass has produced more than 230 publications, including 120 journal articles, with more than 9,800 citations for his work (Scopus, Google Scholar, Web of Science). He currently serves on the editorial boards of nine international journals.

His research appears in journals such as the Journal of Product Innovation Management; the British Journal of Management; Industrial Marketing Management, the European Journal of Marketing; and many others.

Professor O'Cass has an H-index of 48 and a G-index of 92, putting him in the top band of research-productive marketing scholars globally.

He continues to engage in active consultancy and is a member of research teams that have won grants totalling more than $5 million to date. In 2016, he received a Distinguished Research Award from the Australia New Zealand Marketing Academy. 

This research seminar is being hosted by Waikato Management School's Research Office.  


Presentation: Advancing professional services theory and practice: Unlocking service solutions and service supply chains in the professional service sector.

  • Theme 1: Managing distal searches diminishing returns to service solution provision competence

Professional service firms offer knowledge-intensive business services, which is challenging due to the innovative and customised nature of their services. To examine how these firms create service solutions that will satisfy customers’ needs, we examine distal knowledge search effect and impact of the level of strategic flexibility and employee collaboration on on their service solution provision (SSP) competence.

  • Theme 2: Investigating the effects of service supply chain collaboration in professional  services

With growing attention to both supply chains and brand equity, collaboration may be a lifeline needed by professional service firms to boost customer equity. This study examines the role of service supplier collaboration by firms to maximise the impact of service and relational quality on brand equity.

Our study shows that a high level of collaboration between a professional service firm, the downstream customer and the upstream service supplier have differential effects on the relationship between the firm's service quality and relationship quality, and customer equity. Interestingly, the results also show that the benefits of collaboration with customers are tapered, when accounting for high levels of tacit knowledge.

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