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Dr

Adnan Yusuf

Associate Lecturer

Faculty of Business and Law/Deakin Business School

Orcid identifier0000-0002-3347-3264
  • Associate Lecturer
    Faculty of Business and Law/Deakin Business School
  • +61 3 924 68446 (Work)
  • Melbourne Burwood Campus, 221 Burwood Highway, Burwood, Victoria 3125

BIO

Adnan Yusuf is a Lecturer in the Department of Marketing in Deakin Business
School. Adnan's research is focused on business-to-business (B2B)
relationships, marketing strategy, and social media advertising. He is
particularly interested in identifying the key capabilities of suppliers as
well as customers of B2B solutions for developing successful on-going customer
solutions in B2B markets. In the area of marketing strategy, Adnan is
currently conducting research on the effect of different facets of reputation
on firm performance. He is also interested in research on the role of
emotional stimuli in customer response to social media advertisements. Adnan
has expertise in survey methods and has employed in-depth interviews and
quantitative surveys for his research. He has interviewed CEOs, CMOs, and
senior executives of Fortune 500 firms for the purpose of his research.
Adnan's paper titled, 'Co-creating Effective and Profitable Customer Solutions
in Business-to-Business (B2B) Markets, won the overall Best Paper Award in the
Australia and New Zealand Marketing Academy Conference (ANZMAC) in 2015. This
paper proposes that business-to-business solution suppliers need 'co-creation
orientation' to effectively meet the changing demands of their customers. In
February 2012, his PhD research proposal won the Business Marketing Doctoral
Support Award, held by the Institute for the Study of Business Markets (ISBM),
Smeal College of Business at Pennsylvania State University. Adnan is in the
process of submitting papers based on his research in the Journal of Marketing
and Journal of Marketing Research, which are leading journals in the
discipline of marketing.

DEAKIN UNIVERSITY CURRENT APPOINTMENT

  • Associate Lecturer
    Deakin University, Department of Marketing

DEGREES

  • Doctor of Philosophy
    Australian National University
  • Master of Business Administration
    Karachi University
  • Master of Management
    Australian National University

AREA/FACULTY

  • Faculty of Business and Law

DEPARTMENT/SCHOOL/INSTITUTE

  • Deakin Business School