Profile image of Adnan Yusuf

Dr Adnan Yusuf

STAFF PROFILE

Position

Casual Academic

Faculty

Faculty of Business and Law

Department

BL Deakin Business School

Campus

Melbourne Burwood Campus

Contact

adnan.yusuf@deakin.edu.au
+61 3 924 68446

Biography

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.

Read more on Adnan's profile

Career highlights

  • Overall Best Paper Award, Australia and New Zealand Marketing Academy (ANZMAC) Conference for the paper titled "Co-creating Effective and Profitable Customer Solutions in Business-to-Business (B2B) Markets" with Ujwal Kayande & Sabine Kuester, 2015.
  • Winner, 21st Annual Business Marketing Doctoral Support Award Competition, Institute for the Study of Business Markets (ISBM), Penn State University (Award: USD $7,500), 2012.
  • University Research Scholarship, Australian National University (Award: AUD 24,960 per year), 2010 to 2013.
  • Commonwealth Support Scholarship for Master of Management, College of Business & Economics, Australian National University, 2007.

Research interests

  • Business-to-Business Marketing
  • Marketing Strategy
  • Customer Solutions
  • Value Co-creation
  • Brand Management
  • Sales Management

Affiliations

  • Member, Australia and New Zealand Marketing Academy (ANZMAC).
  • Member, Institute for the Study of Business Markets (ISBM), Penn State University.
  • Member, American Marketing Association (AMA).

Teaching interests

  • Fundamentals of Marketing
  • Marketing Management
  • Marketing Strategy
  • Brand Management 
  • International Marketing

Units taught

  • MMK280 - Brand Management 
  • MMK379 - Strategic Brand Management 
  • Marketing (MBA course)
  • Marketing Research (Undergraduate Course)

Knowledge areas

  • Business to Business Marketing
  • Marketing Strategy
  • Value Co-creation
  • Sales Management

Conferences

  • 'Co-creating Effective and Profitable Customer Solutions in Business-to-Business (B2B) Markets', Won Overall Best Paper, Australia & New Zealand Marketing Academy (ANZMAC) Conference, University of New South Wales (UNSW), Australia, 30 November to 2 December 2015.
  • 'Co-creating Effective and Profitable Customer Solutions in Business-to-Business (B2B) Markets', Institute for the Study of Business Markets (ISBM) Academic Conference, USA, 30-31 July 2014.
  • Academy of Marketing Science Doctoral Consortium, Australia, 2013.
  • Business Marketing Doctoral Support Award Presentation, Institute for the Study of Business Markets (ISBM) Academic Conference, USA, 2012.

Awards

  • Yusuf, A., Kayande, U. and Kuester, S., 'Co-creating Effective and Profitable Customer Solutions in Business-to-Business (B2B) Markets',  Overall Best Paper Award, Australia and New Zealand Marketing Academy (ANZMAC) Conference, Australia, 2015.
  • College Research Grant, Award: AUD $5,400, Australian National University, 2013.
  • Winner, 21st Annual Business Marketing Doctoral Support Award Competition, Institute for the Study of Business Markets (ISBM), Penn State University, Award: USD $7,500, USA, 2012.
  • University Research Scholarship, Award: AUD 24,960, Australian National University, 2010 to 2013.
  • Commonwealth Support Scholarship for Master of Management, College of Business & Economics, Australian National University, 2007.

Publications

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2018

Spiritual values and motives of secular pilgrims

J Hall, V Basarin, L Lockstone-Binney, A Yusuf, C Winter, M Valos

(2018), Vol. 42, pp. 715-723, International journal of consumer studies, Chichester, Eng., C1

journal article

Funded Projects at Deakin

No Funded Projects at Deakin found

Supervisions

No completed student supervisions to report