Professor David Corkindale

Dr. Corkindale worked in the Pharmaceutical and Engineering Industries in Europe and then, after a MBA/Business Masters degree, as a research executive in major Advertising Agencies in London for some years.

After conducting research for his PhD he joined the academic staff of the Cranfield School of Management in the UK for 12 years where he was Director for six years of a major, industry-funded Research Centre, taught Marketing on the MBA and many Executive Development courses around Europe and was Associate Director of the full-time MBA program there. He has also been an Associate Professor of Marketing at The University of British Columbia in Vancouver, Canada.

At the University of SA he has held a number of posts including the Head of the Elton Mayo School of Management, Chair of the Business Division's Research Degrees Committee and lead the marketing discipline which culminated in the establishment of the School of Marketing and its considerable research.

His consultancy and research work includes the area of the Commercialisation and Marketing of Innovative Technology and he teaches this internationally, as well as overseeing other general marketing management courses. Among recent assignments, he created and wrote the Marketing Plan for South Australia's largest corporation, by asset value, and has been a Board member of another leading organisation.

He was a founding Board member and secretary of the Australian and New Zealand Marketing Academy. He founded and was Chair of the Editorial Board of the International Journal of Wine Marketing ( now IJ Wine Business) and is on the Editorial Board of several other Journals. He has published five books, many papers in international learned journals including two tier A* and several tier A ones and regularly contributes to professional marketing and business magazines.

He was awarded a Flagship Fellowship by the CSIRO for 2004 to work on new technology commercialisation

• The Commercialisation and Marketing of New Technologies. .
• The Role and organisation of Marketing Management in various types of businesses and enterprises

Founding Board Member and Secretary of The Australian & New Zealand Marketing Academy; Australian Marketing Institute- past SA Council Member and Marketing Week deputy Chair. Board member of a major Arts Body. The Market Research Society of Australia - past Chair, Education Committee.

PhD ( Marketing) Cranfield School of Management, Cranfield University, UK; MSc/MBA ( Operational Research) Cranfield, UK; BSc.(Hons) Durham Univerisity, UK; International Teachers ( of Management) Program Certificate, CESA, France.

• The Commercialisation and Marketing of New Technologies; the Adoption and Diffusion of Innovations and of new technology; Factors affecting the pace of adoption of Innovations across Asian countries. Factors affecting the adoption of pharmacogenetic practices by Health Care practitioners. Patterns of website visiting behaviour

My writing has appeared in a range of sources from Research Textbooks, Teaching Textbooks, learned Journals and through to Business periodicals including the Economist magazine and The Australian. I have published five books including some based upon my major research and I continue to publish in International learned journals including those now classified as Tier A* and A. A small sample of these appear below:

JOURNALS: Advertising Effects on the Sale of Wool. OMEGA, Vol. 5, 2. December, 1974, with N.R. Barnard; Queuing Theory in the Solution to a Transport Evaluation Problem, Operational Research Quarterly, Vol. 26, 2. June 1974.(This won the OR Society President's inaugural Medal for Best paper in the Journal); Setting Objectives for Advertising. European Journal of Marketing, Vol. 10, 3. 1976. Thresholds and Wearout in Advertisng. European Journal of Marketing. Vol 12, 2. 1978, with J.R. Newell. Forecasting the response to coupon promotions. ADMAP. Vol. 14, 7, July 1978. Measuring the Sales Effectiveness of Advertising: the role of an ADLAB in the UK. Journal of the Market Research Society. Vol. 26, 1. 1984. Improving new technology commercialisation - exploring the barriers to codevelopment. International Journal of Innovation Management, Vol. 1, No 4., 1998, with M.R. Neale. Co-developing products: involving customers earlier and more deeply. Long Range Planning. Vol. 31, No. 3, (June) 1998, with N.R. Neale. Differences in cultural values and their effects on responses to marketing stimuli: a cross-cultural study of Australians and Chinese in the PRC., European Journal of Marketing, Vol. 32, 9/10, 1998, with A.C.T. Lowe. GM Foods – the way forward? AgBioForum, Vol. 5, 3, 113-121, 2003. with P. Phillips. Behavioural versus Demographic Predictors of Early Adoption: a critical analysis and comparative test. The Journal of Marketing Theory and Practice. Summer 2003, Vol. 11, No. 3, 2003, with H. McDonald & B. Sharp. High Pressure Processing is for SMEs. Food Engineering and Ingredients. 2006. Vol. 78, 1. Corkindale, D.R.,Ward, H & McKinnon, R. The low adoption of pharmacogenetic testing in Australia – an exploratory study of the reasons. Personalised Medicine,2007. 4, 2. with H. Ward and R. McKinnon. Towards an understanding of the behavioral intention to use online news services: an exploratory study.2008. J. of Internet Research, 18, 3, pp. 286-312, with H.Chen. Are experts better than potential users in predicting the uptake of an innovation? Extending the use of the Juster Scale. Technological Forecasting & Social Change. 2009. Vol. 76 (July), pp. 910-916, with M. faulkener.

I am able to provide media comment in the following areas of expertise:

Discipline: Marketing

• The Marketing of New Technology
• Market Research
• Marketing
• Marketing-advertising
• New Products
• Surveys
• Marketing/Business Strategy