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Professor David Corkindale 

Position: Professor of Marketing Management Professor David Corkindale
Division/Portfolio: University of South Australia Business School
School/Unit: School of Marketing
Campus: City West Campus
Office: Y4-35
Telephone: +61 8 830 20322
Fax: +61 8 830 20709
Email: David_dot_Corkindale_at_unisa_dot_edu_dot_au
URL for Business Card: http://people.unisa.edu.au/David.Corkindale

David Corkindale, B.Sc(Hons), M.Sc., PhD, worked in business development and commercial research positions in the Pharmaceutical and Engineering Industries in the UK after gaining a bachelors degree in Science from Durham University in the UK and a Masters business degree from Cranfield School of Management, ranked 3rd. in the World by the Economist magazine for Executive Development and MBA programs. He later gained a position as an advertising research executive for the largest Advertising Agency in London, at the time, J Walter Thompson.

He subsequently joined the academic staff of the Cranfield School of Management as Director, for six years, of a major, totally industry-funded Advertising Research Centre, gained a PhD ins his spare time, taught Marketing on the MBA and many Executive Development courses around Europe and was, later, Associate Director of the full-time MBA program. He has also spent time as 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 School's Research Degrees Committee and lead the marketing discipline which culminated in the establishment of the School of Marketing and its Ehrenberg-Bass Institute for Marketing Science.

He is now responsible for the marketing discipline in the MBA Program at UniSA. His consultancy and research work includes the role Marketing in the commercialisation of innovations and he was awarded a CSIRO Flagship Fellowship for work on new technology commercialisation. More recently he has focussed on the study of online patterns of consumer choice behaviour of competitive websites.

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 Wine Business) and is on the Editorial Board of several other Journals. He has published five books, many papers in top tier international scholarly journals, including many in what are ranked in Australia as A* and regularly contributes practitioner oriented articles in professional marketing and business magazines.

He very regularly plays the trombone in, and has lead, music ensembles varying from a brass band, to wind orchestras and a traditional jazz band. He is currently the President of the UniSA branch of the National Tertiary Education Union.

Links to other sites

Teaching interests

  • The Commercialisation and Marketing of New Technologies. .
  • The Role and organisation of Marketing Management in various types of businesses and enterprises
  • The patterns of consumer behaviour online; factors that influence response to online advertisements

I teach the following courses

BUSS 5245Strategic Marketing
BUSS 5208Contemporary Issues in Strategic Marketing
(This course is not currently being taught)
BUSS 5264Management Research: Design, Methodologies and Practice
(This course is not currently being taught)

Professional associations

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

Research interests

  • The Commercialisation and Marketing of New Technologies; the Adoption and Diffusion of Innovations and of new technology. Patterns of website visiting behaviour; factors that influence the response to online search advertisements.

Research publications

My writing has appeared in a range of sources from Research Textbooks, Teaching Textbooks, learned Journals 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 that have been classified as Tier A* and A in Australia. Recently I have had four papers accepted including three in A* -ranked journals, and two more are under review for A or A*journals. A sample of my papers 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. Corkindale, D.R. (2009) Are Marketers only half right? The Marketing Review, 9, 1. Corkindale, D.R. (2010). Devising and Using a business model for commercialising new technology. International Journal of Innovation and Technology Management. 7, 1. p 1-15. Corkindale, D. R. (2011) Discovering How Brands Grow. The Marketing Review, 11, 4, 337-345. Ram, J., Corkindale, D., Wu, M.-L. (2013) Enterprise Resource Planning Adoption: Structural Equation Modelling analysis of Antecedents. Journal of Computer Information Systems, Fall 2013, pp.53-65. Ram, J., Corkindale, D., Wu, M.-L. Examining role of system quality in ERP projects. Industrial Management & Data System, 113(3) (Forthcoming) Ram, J., Corkindale, D., Wu, M.-L. (2013) Implementation Critical Success Factors (CSFs) for ERP: Do they contribute to implementation success and post-implementation performance? International Journal of Production Economics, 144(1), pp.157-174 http://dx.doi.org/10.1016/j.ijpe.2013.01.032

Expertise for Media Contact

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

Community Service

Organisation Name:   State Theatre of South Australia
Type of Organisation:   Government Board or committee
Level of involvement:   Member of Board of Governors
Year from:   1996
Year to:   1999

Organisation Name:   Mission SA
Section:   Business Advisory Board
Type of Organisation:   Community organisation
Level of involvement:    Consultant / advisor
Year from:   2000
Year to:   2003

Organisation Name:   National Tertiary Education Union
Section:   UniSA Branch
Type of Organisation:   Professional organisation
Organisation URL:   http://NTEU.org.au
Level of involvement:   President, Vice President, Committee member
Year from:   2001

Organisation Name:   Unley Concert Band
Type of Organisation:   Community organisation
Organisation URL:   http://UCB.Org.au
Level of involvement:   President & Chair of the Excecutive Committee
Year from:   2001
Year to:   2011

Research Degree Supervisor

I have a PhD in Marketing gained at a major Business school in the UK in 1977. I have other degrees in, and have worked in, Operational Research and Science. I worked in the Pharmaceutical Industry, Engineering Industry and as a Research Executive in major advertising agencies in London. I have also worked in North America. I have supervised Masters by Research and PhD students for over 30 years in both the UK and Australia. I have many successful PhD students some of whom now hold senior positions in Business and Academe. I believe that research students should be supervised by people who are experts in the specific subject matter of the topic on which a research student is working rather than just knowledgeable about the research process. I like to work with students who are prepared to take the initiative as soon as they can and who are innovative.
Over the last decade or so my field of research was on the role and practice of marketing in the commercialisation of new technologies which includes seeking to understand how the many factors influence the uptake, or otherwise, of innovations. More recently I have undertaken studies that explore consumer behavior online including patterns of visitation to competitive websites and the factors that influence response to advertisements that appear on search engine results pages.

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