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Dr Adnan Yusuf





Faculty of Business and Law


BL Deakin Business School


Melbourne Burwood Campus

+61 3 924 68446


Adnan Yusuf completed his PhD from the Australian National University in July 2015. Adnan lectures in Brand Management, Fundamentals of Marketing, and Marketing Research to under-graduate and post-graduate students. Currently, Adnan’s research is focussed on business-to-business (B2B) relationships, marketing strategy, and sales management.

Adnan’s paper based on his PhD thesis, titled "Co-creating Effective and Profitable Customer Solutions in Business-to-Business (B2B) Markets" won the overall best paper award in the 2015 Australia and New Zealand Marketing Academy Conference (ANZMAC). 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. In February 2012, Adnan's 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, Pennsylvania State University.

Adnan has also lectured marketing course at the Australian National University. Before joining academia, Adnan led marketing teams of Toyota and Mitsubishi brands in Pakistan, and after moving to Australia in 2005 worked at the Australian Tax Office in project management. Adnan was born and raised in Karachi, Pakistan, and is an avid cricket fan, and also enjoys trekking.

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