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ANZMAC best paper award for Dr. Adnan Yusuf

ANZMAC best paper award for Dr. Adnan Yusuf

4 January 2016

Lecturer at the ANU Research School of Management and recent PhD graduate Dr Adnan Yusuf won the overall best paper at the Australia and New Zealand Marketing Academy (ANZMAC) Conference in December 2015.

The paper, titled "Co-creating Effective and Profitable Customer Solutions in Business-to-Business (B2B) Markets" is based on Dr. Adnan Yusuf's PhD thesis and it competed with 380 papers presented at the Conference to win this prestigious award.

Co-authored with Professor Ujwal Kayande (Melbourne Business School) and Professor Sabine Kuester (University of Mannheim), this paper proposes that business-to-business solution suppliers need a strategic shift toward a ‘co-creation orientation’ to improve their own profitability, and to effectively meet the changing demands of their customers.

The abstract published in the conference proceedings reads:

Customers in B2B markets are increasingly demanding solutions rather than standalone products. However, suppliers are struggling to extract profits from customer solutions even if they deliver effective solutions to their customers. We introduce the concept of ‘co-creation orientation’, which we propose helps suppliers plug this gap. Data collected from matched supplier-customer dyads provide evidence that co-creation orientation is the main driver of the effectiveness and profitability of customer solutions. Evidence of co-creation orientation’s impact on solution effectiveness and supplier firms’ profits will guide supplier firm managers to focus on building the attitude and competencies that foster co-creation orientation, and to select the right customer firms to develop mutually beneficial relationships.

Dr Adnan Yusuf graduated from his PhD studies in July 2015.

Dr Ofer Zwikael, Associate Dean (Higher Degree Research) at the ANU College of Business and Economics said Adnan’s achievement reflects the quality of research being carried out by ANU College of Business and Economics PhD students.

“I am highly satisfied with the recognition our PhD students receive on the academic stage outside the ANU. Adnan is an example of an excellent student who has worked hard for a long period of time to achieve world-class results. Well done Adnan!” said Dr Ofer Zwikael.

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