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Associate Professor Gary Gregory

Associate Professor Gary Gregory

Associate Professor

Ph.D. in Marketing and International Business (Univ. of Texas, USA)

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Business School
School of Marketing

Commerce Co-op Program Coordinator | Associate Editor Australasian Marketing Journal | Associate Professor School of Marketing

Research Interests include

  • Cross-cultural advertising
  • Values and consumer behavior
  • Internationalization of the firm
  • Service offshoring
  • Market entry strategies
  • E-commerce and exporting
  • Branding for non-profits and charities

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Phone
93853389
E-mail
g.gregory@unsw.edu.au
Location
Room 3023A, Quadrangle building
  • Books | 2007
    2007, ACR 2006, Borderless Consumption, Craig-Lees MA; Gregory G; Davis T, (eds.)
    Books | 2005
    Gregory G; Kotabe M; Peloso A; Noble G; Macarthur W; Neal C; Rige A; Helsen K, 2005, International Marketing. An Asia Pacific Focus., 1, John Wiley & Sons Australia Ltd, Milton, Queensland.
  • Book Chapters | 2009
    Uncles MD; Zhao L; Gregory G, 2009, 'The Use of Online Market Analysis Systems to achieve Competitive Advantage', in Ohsawa Y; Yada K (ed.), Data Mining for Design and Marketing, Chapman and Hall/CRC Press, USA, pp. 35 - 56
    Book Chapters | 2007
    Karavdic M; Gregory G, 2007, 'Integrating E-Commerce into Existing Export Marketing Theories: A Contingency Model', in Maclaran P; Saren M; Tadajewski M (ed.), Marketing Theory, SAGE Publications, London
    Book Chapters | 2007
    Littrell RF; Gregory G, 2007, 'Sub-Saharan African Leadership: Evolution or Devolution', in Littrell RF; Rambruth P (ed.), Leadership and management Studies in Sub-Sahara Africa, edn. Original, pp. 237 - 275
    Book Chapters | 2001
    Karavdic M; Gregory G, 2001, 'Electronic Marketing Strategy and Exporting', in Rahman S; Bignal R (ed.), Internet Commerce and Software Agents, Idea Group Publishing, USA
    Book Chapters | 2001
    Karavdic M; Gregory GD, 2001, 'Internet Commerce and Exporting', in Internet Commerce and Software Agents, IGI Global, pp. 24 - 42,
  • Journal articles | 2024
    Lu L; Hau LN; Ngo LV; Northey G; Duong TTT; Gregory G, 2024, 'Managing Innovation From an S-D Logic Perspective', Australasian Marketing Journal,
    Journal articles | 2021
    Lu L; Gregory G; Ngo L; Bagozzi R, 2021, 'Managing Customer Uncertainty in Making Service Offshoring Decisions', Journal of Service Research, 24, pp. 500 - 519,
    Journal articles | 2021
    Ngo LV; Gregory G; Miller R; Lu L, 2021, 'Understanding the Role of Brand Salience in Brand Choice Decisions in the Charity Sector', Australasian Marketing Journal, 30, pp. 258 - 270,
    Journal articles | 2021
    Nguyen T-M; Ngo LV; Gregory G, 2021, 'Motivation in organisational online knowledge sharing', Journal of Knowledge Management, 26, pp. 102 - 125,
    Journal articles | 2021
    Paramita W; Nhu HBC; Ngo L; Tran QHM; Gregory G, 2021, 'Brand experience and consumers' social interactive engagement with brand page: An integrated-marketing perspective', Journal of Retailing and Consumer Services, 62, pp. 102611,
    Journal articles | 2020
    Gregory G; Ngo L; Miller R, 2020, 'Branding for non-profits: explaining new donor decision-making in the charity sector', Journal of Product and Brand Management, 29, pp. 583 - 600,
    Journal articles | 2020
    Lu L; Gregory G; Ngo L, 2020, 'Service offshoring fit from consumers’ perspective', Australasian Marketing Journal, 28, pp. 100 - 109,
    Journal articles | 2020
    Lu L; Gregory G; Thelen S, 2020, 'Influence of country of origin and type of information exchanged on consequences of offshore service sentiment', Journal of Service Theory and Practice, 30, pp. 233 - 255,
    Journal articles | 2019
    Gregory G; Crawford H; Lu L; Ngo L, 2019, 'Does humour travel? Advertising practices and audience effects in the United States and People’s Republic of China', International Journal of Advertising,
    Journal articles | 2019
    Gregory GD; Ngo LV; Karavdic M, 2019, 'Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures', Industrial Marketing Management, 78, pp. 146 - 157,
    Journal articles | 2019
    Ngo LV; Nguyen NP; Huynh KT; Gregory G; Cuong PH, 2019, 'Converting internal brand knowledge into employee performance', Journal of Product and Brand Management, 29, pp. 273 - 287,
    Journal articles | 2015
    Crawford HJ; Gregory GD, 2015, 'Humorous advertising that travels: A review and call for research', Journal of Business Research, 68, pp. 569 - 577,
    Journal articles | 2014
    Gregory G; Winit W; Cleveland M; Verlegh P, 2014, 'Global vs. local brands: How home country bias and price differences impact brand evaluations', International Marketing Review,
    Journal articles | 2011
    Jung JY; McCormick J; Gregory G; Barnett K, 2011, 'Culture, Motivation, and Vocational Decision-Making of Australian Senior High School Students in Private Schools', Australian Journal of Guidance and Counselling, 21, pp. 85 - 106,
    Journal articles | 2010
    Briggs E; Peterson M; Gregory G, 2010, 'Toward a better understanding of volunteering for nonprofit organizations: Explaining volunteers' pro-social attitudes', Journal of Macromarketing, 30, pp. 61 - 76,
    Journal articles | 2007
    Gregory G; Karavdic M; Zou S, 2007, 'The effects of e-commerce drivers on export marketing strategy', Journal of International Marketing, 15, pp. 30 - 57,
    Journal articles | 2006
    Gregory G, 2006, 'The act of giving: Involvement, habitual giving, and motives of volunteerism', Advances in Consumer Research, 33, pp. 286 - 288
    Journal articles | 2005
    Gregory G; Karavdic M, 2005, 'Integrating e-commerce into existing marketing theories: a contingency model.', Journal of Marketing Theory, 5, pp. 75 - 104,
    Journal articles | 2005
    Peterson M; Gregory G; Munch J, 2005, 'Comparing US and European perspectives on B2B repair service quality for mission-critical equipment', International Marketing Review, 22, pp. 353 - 368,
    Journal articles | 2004
    Gregory G; Massingham P, 2004, 'External Advisors & Firm Internationalziation: Developing Knowledge Links in the Asia-Pacific Region', Journal of International Business and Entrepreneurship Development, 2, pp. 42 - 53,
    Journal articles | 2003
    Gregory G; Davis T, 2003, 'Creating Diderot unities - quest for possibles selves?', Journal of Consumer Marketing, 20, pp. 44 - 52,
    Journal articles | 2003
    Gregory G; Di Leo M, 2003, 'Repeated behaviour and environmental psychology: The role of personal involvement and habit formation in explaining water consumption', Journal of Applied Social Psychology, 33, pp. 1261 - 1296,
    Journal articles | 2002
    Gregory G; Harvie C; Lee H, 2002, 'Korean SMEs in the 21st Century: Strategies, Constraints and Performance in a Global Economy', Economic Papers, 21, pp. 64 - 79,
    Journal articles | 2002
    Gregory GD; Munch JM; Peterson M, 2002, 'Attitude functions in consumer research: Comparing value-attitude relations in individualist and collectivist cultures', Journal of Business Research, 55, pp. 933 - 942,
    Journal articles | 1997
    Gregory GD; Munch JM, 1997, 'Cultural values in international advertising: An examination of familial norms and roles in Mexico', Psychology and Marketing, 14, pp. 99 - 119, http://dx.doi.org/10.1002/(SICI)1520-6793(199703)14:2<99::AID-MAR1>3.0.CO;2-I
    Journal articles | 1996
    Gregory GD; Buckler B; Okonkwo P, 1996, 'Transferring Marketing Concepts to Sub-Saharan African Countries: An Adaptive Approach to Marketing Education', Journal of Transnational Management Development, 1, pp. 55 - 77,
    Journal articles | 1995
    Gregory GD, 1995, 'Using a nursing performance information system', Nursing Management, 26, pp. 74,
  • Conference Papers | 2019
    Gregory G; Thelen S; Lu L, 2019, 'Influence of Service Sensitivity and Country of Origin on Consequences of Offshore Service Sentiment', Buenos Aires Argentina, presented at AMA Global Marketing Special Interest Group (SIG) Conference, Buenos Aires Argentina, 20 May 2019 - 23 May 2019
    Conference Papers | 2019
    Gregory G; Tugiman N; Govind R, 2019, 'Differential Framing Effects from Valence and Time-Differentiated Message Request on Donation Behaviour', Rome, presented at 41st Annual ISMS Marketing Science Conference, Rome, 20 June 2019
    Conference Abstracts | 2019
    Tugiman N; Gregory G; Govind R, 2019, 'Differential Framing Effects from Valence and Time-Differentiated Message Request on Donation Behaviour', in Prosocial Behavior Behavioral Track, INFORMS MARKETING SCIENCE – 2019, Rome, Italy: University of Roma Tre., presented at 41st Annual ISMS Marketing Science Conference, Rome, Italy: University of Roma Tre., 20 June 2019 - 22 June 2019,
    Conference Papers | 2018
    Gregory G; Crawford H; Lu L; Ngo LV, 2018, 'Does humour travel? Advertising practices and audience effects in the United States and People’s Republic of China', in International Journal of Advertising, Taylor & Francis, Wuxi, China, pp. 957 - 978, presented at The International Advertising and Branding Conference, Wuxi, China, - ,
    Conference Papers | 2018
    Lu L; Gregory G; Ngo LV, 2018, 'Determining Effective Communication Strategies for Service Offshoring Decisions', in Determining Effective Communication Strategies for Service Offshoring Decisions, AMA Global Marketing SIG Special Conference, Greece, presented at AMA Global Marketing SIG Special Conference, Greece, -
    Conference Papers | 2018
    Tugiman N; Gregory G; Govind R, 2018, 'Framing Strategy and Donation Behaviour for Charity', Adelaide SA Australia, presented at ANZMAC, Adelaide SA Australia, 03 December 2018 - 05 December 2018
    Conference Papers | 2017
    Lu L; Gregory G; Ngo LV, 2017, 'Perceived fit in service offshoring: the role of culture, ethnicity and ethnocentrism', in Perceived fit in service offshoring: the role of culture, ethnicity and ethnocentrism, 2017 AMA Global Marketing SIG Conference, Havana, Cuba, presented at 2017 AMA Global Marketing SIG Conference, Havana, Cuba, -
    Conference Papers | 2017
    Tugiman N; Gregory G, 2017, 'Message Framing and Engagement with Environmental Charities', in Robinson L; Brennan L; Reid M (eds.), Melbourne, VIC Australia, presented at ANZMAC, Melbourne, VIC Australia, 04 December 2017 - 06 December 2017
    Conference Papers | 2013
    Gregory G; Crawford HJ, 2013, 'Evaluation of ad effectiveness by individual difference variables: A cross-cultural analysis', in Evaluation of ad effectiveness by individual difference variables: A cross-cultural analysis, 15th Cross Cultural Research Conference, Antigua, Guatemala, presented at 15th Cross Cultural Research Conference, Antigua, Guatemala, 08 December 2013 - 11 December 2013,
    Theses / Dissertations | 2013
    Miller RS, 2013, Making the First Move: Toward a better understanding of new donor decision within the charity sector., UNSW, UNSW
    Conference Papers | 2012
    Miller R; Gregory G, 2012, 'The role of donor decision involvement in charity choice', in ANZMAC 2012 Proceedings, ANZMAC, Adelaide, pp. 1 - 7, presented at ANZMAC2012, Adelaide, 03 December 2012 - 05 December 2012
    Conference Papers | 2011
    Miller R; Gregory G, 2011, 'The Effect of Relief Appeals on Donations Following a Natural Disaster - Implications for Charity Fundraising', in Proceedings of ANZMAC 2011, ANZMAC, Perth, WA, pp. 1 - 7, presented at ANZMAC 2011, Perth, WA,
    Conference Papers | 2011
    Miller R; Gregory G, 2011, 'The Silver Lining of Catastrophe - Conceptualising New Donor Acquisition Following a Natural Disaster', in Proceedings of ANZMAC 2011, ANZMAC, Perth, WA, pp. 1 - 9, presented at ANZMAC 2011, Perth, WA,
    Conference Papers | 2009
    Crawford H; Gregory G; Munch JM; Gulas CL, 2009, 'Humor in Cross-Cultural Advertising: Comparing Australia, The United States and the People’s Republic of China', in Humor in Cross-Cultural Advertising: Comparing Australia, The United States and the People’s Republic of China, Brigham Young University, Puerto Vallarta, Mexico, presented at Cross Cultural Research, Puerto Vallarta, Mexico, 13 December 2009 - 16 December 2009,
    Conference Papers | 2009
    Crawford H; Gregory G, 2009, 'Humour in Advertising: Comparing Australia, the United States and the People`s Republic of China.', in Humour in Advertising: Comparing Australia, the United States and the People`s Republic of China., Academy of International Business Annual Conference, San Diego, presented at Academy of International Business Annual Conference, San Diego, 27 June 2009 - 30 June 2009
    Conference Papers | 2009
    Gregory G; Winit W, 2009, 'Consolidating Consumer`s Expressions of National Identity and Global Openness-Related Measures in Thailand.', in Consolidating Consumer`s Expressions of National Identity and Global Openness-Related Measures in Thailand., Academy of International Business Annual Conference, San Diego, presented at Academy of International Business Annual Conference, San Diego, 27 June 2009 - 30 June 2009
    Conference Papers | 2009
    Gregory G; Winit W, 2009, 'Do consumers really pay more for their own country brand?: The impace of price and ethnocentrism on local brand preference.', in ANZMAC 2009 Conference Proceedings, Australia New Zealand Marketing Academy, Melbourne, Australia, presented at ANZMAC 2009 Conference, Melbourne, Australia, 30 November 2009 - 02 December 2009
    Conference Papers | 2009
    Littrell RF; Gregory G; Alon I, 2009, 'Comparing Personal Values of Urban South Korean with Chinese: Modern Confucian Societies In Transition', in Comparing Personal Values of Urban South Korean with Chinese: Modern Confucian Societies In Transition, Academy of International Business Annual Conference, San Diego, presented at Academy of International Business Annual Conference, San Diego, 27 June 2009 - 30 June 2009
    Conference Papers | 2008
    Crawford H; Gregory G, 2008, 'Scale validation issues in situations of minimal cultural difference', in ANZMAC 2008 Conference, ANZMAC 2008 Conference, Homebush, Sydney, presented at ANZMAC 2008 Conference, Homebush, Sydney, 01 December 2008 - 03 December 2008
    Conference Papers | 2008
    Lu H; Uncles MD; Gregory G; Zhao L, 2008, 'Modelling Area Market Demand: A Case Study using Multiple Regressions and Multivariate Adaptive Regression Splines', in ANZMAC 2008 Conference, Homebush, Sydney, presented at ANZMAC 2008 Conference, Homebush, Sydney, 01 December 2008 - 03 December 2008
    Conference Papers | 2008
    Winit W; Gregory G; Di Mascio R, 2008, 'For love of country: Consolidating ethnocentrism, patriotism and consumer openness measures in Thailand', in ANZMAC 2008 Conference, ANZMAC 2008 Conference, Homebush, Sydney, presented at ANZMAC 2008 Conference, Homebush, Sydney, 01 December 2008 - 03 December 2008
    Conference Papers | 2007
    Crawford H; Gregory G, 2007, 'Humour in Cross-Cultural Advertising', in 49th Annual Meeting of the Academy of International Business, 49th Annual Meeting of the Academy of International Business, Indianapolis, Indiana, presented at 49th Annual Meeting of the Academy of International Business, Indianapolis, Indiana, 25 June 2007 - 28 June 2007
    Conference Papers | 2007
    Gregory G; Di Mascio R; Winit W, 2007, 'An Assessment and Improvement of the National Identity Scale (NATID); Evidence from Thailand', in Reputation, Responsibility, Relevance: ANZMAC 2007 Conference, Australian and New Zealand Marketing Academy Conference 2007, Dunedin, New Zealand., presented at Australian and New Zealand Marketing Academy Conference 2007, Dunedin, New Zealand., 03 December 2007 - 05 December 2007
    Conference Papers | 2006
    Gregory G; Littrell RF, 2006, 'Sub-Saharan African Leadership: Evolution or Devolution.', in Leadership and management Studies in Sub-Sahara Africa, Leadership and management Studies in Sub-Sahara Africa, Stone Town, Zanzibar, presented at Leadership and management Studies in Sub-Sahara Africa, Stone Town, Zanzibar, 25 June 2006 - 28 June 2006
    Conference Papers | 2006
    Lu H; Uncles MD; Gregory G; Zhao L, 2006, 'Modelling Medo-Level Marketing Phenomena Using Geographically Weighted Regression.', in ANZMAC 2006 Conference, Brisbane, Qld, presented at ANZMAC 2006 Conference, Brisbane, Qld, 04 December 2006 - 06 December 2006
    Conference Papers | 2006
    Winit W; Gregory G, 2006, 'The Impact of National Ientity on Perceptions of brand Globalness and Brand Localness.', in 2006 AIB Southeast Asia Regional Conference: Global Vision and Local Competence, AIB Southeast Asia Regional Conference: Global Vision and Local Competence 2006, Bangkok, Thailand, presented at AIB Southeast Asia Regional Conference: Global Vision and Local Competence 2006, Bangkok, Thailand, 07 December 2006 - 09 December 2006
    Conference Proceedings (Editor of) | 2006
    Gregory G; Craig-Lees MA; Davis T, (eds.), 2006, 'ACR 2006, Borderless Consumption', Sydney, presented at 2011 Asia-Pacific Conference of the Association for Consumer Research, Sydney, 15 June 2006 - 16 June 2006
    Conference Papers | 2005
    Lu H; Uncles MD; Gregory G; Zhao L, 2005, 'Applying Decision-tree-based Data Selection Techniques for Area Market Demand Prediction', in INFORMS 2005 Annual Meeting, San Francisco, California USA, presented at INFORMS 2005 Annual Meeting, San Francisco, California USA, 13 November 2005 - 16 November 2005
    Conference Papers | 2005
    Lu H; Zhao L; Gregory G; Uncles MD, 2005, 'Applying GIS for Area Market Demand Prediction - The framework for Areal-based Measurement Construction', presented at Australia New Zealand Marketing Educators Conference.
    Conference Papers | 2005
    Lu H; Zhao L; Uncles MD; Gregory G, 2005, 'Forecasting Area Market Demand: The Case for Meso-Level Forecasting with Marketing and Urganisation Variables', in ANZMAC 2005 Conference, Fremantle, WA, presented at ANZMAC 2005 Conference, Fremantle, WA, 05 December 2005 - 07 December 2005
    Conference Papers | 2005
    Zhao L; Gregory G; Mann A; Uncles MD, 2005, 'Using GIS as a Decision Support Tool: The Case of Automobile Network Planning', in INFORMS 2005 Annual Meeting, San Francisco, California USA, presented at INFORMS 2005 Annual Meeting, San Francisco, California USA, 13 November 2005 - 16 November 2005
    Conference Papers | 2005
    Zhao L; Uncles MD; Gregory G; Lu H, 2005, 'GIS and Spatial Information in Business Decision Support: The Case of Automobile Service Network Planning', in 2005 International Conference on Services Systems and Services Management, Chongquing, China, presented at International Conference on Services Systems and Services Management 2005, Chongquing, China, 13 June 2005 - 15 June 2005
    Conference Papers | 2001
    Davis T; Gregory G, 2001, 'The creation of new Diderot unities: A quest for possible selves?', in Broniarczyk SM; Nakamoto K (ed.), ADVANCES IN CONSUMER RESEARCH, VOLUME XXIX, ASSOC CONSUMER RESEARCH, TEXAS, AUSTIN, pp. 241 - 241, presented at 32nd Annual Conference of the Association-for-Consumer-Research (ACR), TEXAS, AUSTIN, 11 October 2001 - 14 October 2001,
    Conference Papers | 1995
    Gregory GD; Munch JM, 1995, 'Reconceptualizing individualism-collectivism in consumer behavior', in Corfman KP; Lynch JG (ed.), ADVANCES IN CONSUMER RESEARCH, VOL 23, ASSOC CONSUMER RESEARCH, MN, MINNEAPOLIS, pp. 104 - 110, presented at 23rd Annual Conference of the Association-for-Consumer-Research, MN, MINNEAPOLIS, 19 October 1995 - 22 October 1995,

Linkage Research Seed Funds Business School, University of New South Wales (2018-19)

ÌýÌýÌýÌýÌýÌýÌýÌýÌý Project: Differentiated Fundraising Strategies for Donor Conversion

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Centre for Social Impact (CSI) Research Grant, University of New South Wales (2018)

ÌýÌýÌýÌýÌýÌý Project: Differentiated Fundraising Strategies for Donor Conversion

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Business School Research Grant (BSRG), University of New South Wales (2016-17)

Project: Outsourcing services to offshore partners and the role of partner ‘fit’: A consumer perspective

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Australian School of Business Research Grant, University of New South Wales (2011)

Project: Examining the effects of brand salience on donor acquisition in the non-profit sector

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Australian School of Business Research Grant, University of New South Wales (2009)

Project: Investigating the effective use of humour in cross-cultural advertising: The influence of individual-level and culture-level differences

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Faculty of Commerce and Economics, University of New South Wales (2006)

Project: Investigating the Role of E-Commerce in Exporting for Small and Medium Enterprises (SMEs) in Australia

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Australian Research Council (ARC) Linkage Grant, University of New South Wales (2003-6)

Project: Turning Under-Used Geo-Referenced Data Sources into Business Success

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Faculty of Commerce and Economics, University of New South Wales (2002)

Project: Electronic Marketing Strategies and Exporting

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International Business Research Institute, University of Wollongong (2000-2001)

ÌýÌýÌýÌýÌý Project:Ìý Cross-cultural comparison between Australian and Korean SMEs

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Australian Research Council (ARC) Small, (2000)

ÌýÌýÌýÌýÌý Project:Ìý An Investigation of the Factors affecting Exporting Performance of SMEs in

ÌýÌýÌýÌýÌý Japan, China, and South Korea

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International Business Research Institute, University of Wollongong (1999/2000)

ÌýÌýÌýÌýÌýÌýÌýÌýÌýÌýÌýÌýÌý Project:Ìý Cross-national comparison between Australian and Korean SMEs

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Faculty of Commerce Research Grant, University of Wollongong (1999)

ÌýÌýÌýÌýÌýÌýÌýÌýÌý Project: Small and Medium Sized Enterprises in East AsiaÌý

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Australian Research Council (ARC) Small, (1999)

ÌýÌýÌýÌýÌýÌýÌýÌýÌý Project:Ìý A Comparative Analysis of Small to Medium Sized Enterprises across Australia, Singapore, and Taiwan

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International Business Research Institute, University of Wollongong (1998)

ÌýÌýÌýÌýÌýÌýÌýÌýÌý Project:Ìý International Linkages Between Science, Industry and Government

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International Business Research Institute, University of Wollongong (1998)

ÌýÌýÌýÌýÌýÌýÌýÌýÌý Project:Ìý Australia’s SMEs in the Global Marketplace

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Educational Development Strategies Fund, University of Wollongong (1998)

ÌýÌýÌýÌýÌýÌýÌýÌýÌý Project:Ìý Evaluation of Existing Resources, Training of Staff Development and Developing Flexible Delivery Resources for Marketing Subjects

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Faculty of Commerce Research Grant, University of Wollongong (1998)

ÌýÌýÌýÌýÌýÌýÌýÌýÌý Project: Commercialization of Scientific Achievements in China and Australia

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Faculty of Commerce Research Grant, University of Wollongong (1998)

ÌýÌýÌýÌýÌýÌýÌýÌýÌý Project:Ìý Examination of Cross-Cultural Consumer Loyalty in China and Australia

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Graduate Scholarship Research Grant, Central Michigan University (1987)

ÌýÌýÌýÌýÌýÌýÌýÌýÌý Project:Ìý Job Stress and Job Satisfaction: An Investigation of Nursing Personnel

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College of Business Administration Research Grant, Central Michigan University (1987)

ÌýÌýÌýÌýÌýÌýÌýÌýÌýÌýÌý Project: Job Stress and Job Satisfaction: An Investigation of Nursing Personnel

My Teaching

Global and International Marketing