Dr Adnan Yusuf

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.