Ashish Sinha is Professor of Marketing and Associate Dean (Research) for the UTS Business School. He has previously held senior adminstratve positions,incuding Interim Dean (UTS Business School), Acting Head of Economics (UTS), and Professor and Head of School of Marketing at the Australian School of Business, Universty of New South Wales. His work has appeared in many academic and trade journals, including Marketing Science, the Journal of Marketing, the Journal of Marketing Research, the Journal of Consumer Psychology, the Journal of Retailing, Marketing Letters, the Journal of Retailing and Consumer Services, the Journal of Business Research, Industrial Marketing Management and Australasian Marketing Journal. He is the recipient of several academic awards, including the Davidson Award for the Best Journal of Retailing Paper, Australasian Marketing Journal Best Paper Award, Academy of Marketing Science Best Dissertation Award, AMA MRSIG and AMA BrandSIG Best Paper Awards and 2013 ANZMAC Distinguished Researcher Award. He was awarded the “Best Marketing Professor” in Australasia by the CMO Asia chapter in 2011. In 2016, he was nominated a Fellow of Australia-NZ Marketing Academy (ANZMAC). He is also a Principal Investigator for the $240 million Food Agility CRC and a twice-finalist for the prestigious INFORMS Marketing Science Institute Gary Lilien Practice Award in recognition of his work in the areas of Category Management, Assortment and Disruptive innovation.
Ashish obtained his PhD from University of Alberta, Canada in the area of Marketing Science with minors in Statistics and Economics. His major area of interest lies in developing models that help managers make better decisions. This interest is a natural extension of his work at Information Resources Incorporated, Chicago, USA, where in the role of Vice President and Chief Modeler of Analytics Insight Group he spearheaded the development of several multi-million dollar products including Attribute Drivers, Consumer Mix Drivers and Portfolio Drivers. He has consulted for many Blue Chip companies, including Kraft, Pepsico, Frito-Lays and Campbell Soup Company, among others, and has taught several executive programs for companies, such as, General Electric, Coke, Hershey and Eli Lilly. He has advised many consulting houses and regulatory organizations, including Mckinsey Corporation, Information Resources Incorporated and ACCC, and was involved in the design and marketing of the analytics offerings of Synovate Aztec in Australasia and Synovate MMA in the United States. He has mostly recently sold a Big Data Marketing Analytics company that he was a partner in to Information Resources Incorporated, Chicago, USA.
Can supervise: YES
Ngo, LV, Bucic, T, Sinha, A & Lu, VN 2018, 'Effective sense-and-respond strategies: Mediating roles of exploratory and exploitative innovation', Journal of Business Research.View/Download from: UTS OPUS or Publisher's site
© 2017 Elsevier Inc. Integrating the dynamic capabilities view of the firm with ambidexterity theory, this article proposes a sense-and-respond performance framework, in which technology- and market-sensing capabilities drive explorative and exploitative innovation activities, which then determine firm performance in an emerging market. With a sample of 150 Vietnamese firms, this study shows that exploratory and exploitative innovations are salient modi operandi through which the effects of technology-sensing and market-sensing capabilities affect firm performance. No performance-related empirical evidence supports the proposed complementarity between exploratory innovation and exploitative innovation. Instead, the findings imply that a firm's ability to compete in a complex market depends on its possession of adaptive capabilities.
Bucic, T, Ngo, L & Sinha, A 2017, 'Improving the effectiveness of market oriented organisation: empirical evidence from an emerging economy', Australian Journal of Management, vol. 42, no. 2, pp. 308-327.View/Download from: Publisher's site
Ahmed, S & Sinha, A 2016, 'When It Pays to Wait: Optimizing Release Timing Decisions for Secondary Channels in the Film Industry', Journal of Marketing, vol. 80, no. 4, pp. 20-38.View/Download from: UTS OPUS or Publisher's site
This study examines the optimization of interrelease timing decisions, focusing on box office and DVD sales in the U.S.
motion picture industry. It aims to improve managerial decision making by jointly modeling the revenue in these two
channels through a copula modeling approach. As in previous studies, the authors find that the time lag from box office
release to DVD release should be increased to optimize total movie performance, but they conclude that previous
studies have systematically underestimated the optimal time lag. This study is the first to challenge the assumption of a
negative decay in DVD performance as a function of time; its results suggest that a delayed DVD release is still optimal
for maximizing revenue in the DVD channel. This study's model suggests that, on average, individual movies are
approximately eight weeks away from their optimal lag and that the net impact of optimizing would be improvements in
total and DVD revenue by 2.5% and 5.6%, respectively. Therefore, this model is expected to enhance managerial
decision making by offering the ability to predict the optimal time lag for individual movies.
An area that has seen relatively little attention in the marketing arena is marketing related law and in particular, research that addresses why firms transgress marketing law. Since the 1970s, a number of theories regarding the determinants of unethical and illegal firm behavior have been developed within marketing and other disciplines. However, empirical testing of these models provides results that are often contradictory and inconclusive. Significantly, previous empirical research fails to link previous transgressions with intent to engage in future transgressions, instead viewing transgressing the law as a static process. This research develops and tests a model of transgressing marketing law that links past transgression and intent to transgress in the future through the concept of control. The results show that while firm performance has little effect, it a lack of control (penalties, reward, risk perceptions and existence of compliance programs) that influences illegal behavior.
© 2015 Society for Consumer Psychology. Using a meta-analysis of 142 experimental observations, this work examines the influence of different research design and outcome measures on extremeness aversion (i.e., the propensity to avoid extreme options in choice situations). The results indicate that extremeness aversion is a robust phenomenon: middle options are significantly more often selected than other options. However, the strength of this behavioral effect exhibits substantial variation (up to three times the average magnitude) across methodological decisions: employing price-quality tradeoffs, nondurable categories, or binary-trinary choice-set comparisons tend to reduce the probability of extremeness aversion among consumers, whereas using a larger number of tradeoff dimensions, non-numeric attributes, high-quality extensions, or utilitarian products increase its likelihood. Because extremeness aversion has been assessed using three different measurement paradigms (absolute-share changes, relative-share shifts, and middle-option proportions), we discuss their characteristics and investigate their degree of agreement. We find that the three measures can lead to rather different effect magnitudes and even contradictory conclusions about the effect of moderators.
Sinha, A, Sahgal, A & Mathur, SK 2013, 'Category optimizer: A dynamic-assortment, new-product-introduction, mix-optimization, and demand-planning system', Marketing Science, vol. 32, no. 2, pp. 221-228.View/Download from: UTS OPUS or Publisher's site
The purpose of this paper is to describe the implementation of a category management tool known as Category Optimizer™ at Foster's Wine Estates Americas for one of its brands, the Beringer California Collection. Foster's was facing a common management problem: harnessing its portfolio of Beringer California Collection wines to increase profitability, improve its competitive position, and defend against a disruptive new entrant in the U.S. wine market called Yellow Tail. Category Optimizer combines the parsimony of an internal market structure with the advances that have been made in assortment planning in operations research, assortment and stock-keeping-unit-level modeling, mixed logits, and the marketing literature on the perceptions of variety of assortment to develop and estimate a model on readily available store scanner data. The model subsequently uses these results to inform strategic and tactical decision making. This approach led to recommendations that initially seemed counterintuitive; the normal response would be for Foster's to consider lowering prices to maintain share and volume, a strategy not inconsistent with many of the recommendations of past models. However, considering the additional degrees of freedom that a product range offered for defense, we demonstrated that a combination of price increases together with the introduction of a volume-flanker product in a new channel would improve profits, increase revenue, and protect and enhance market share. These were successfully implemented in early 2008, earning rich dividends for the company; increasing profitability by 70%, revenue by 3%, and earnings before interest and taxes by 8.5%; and having a positive impact on its brand ranking. In fact, in 2008, it debuted as sixth among the international wine brands. It also managed to play an important role in deposing Yellow Tail, the market share leader, from its dominant position. We conclude the paper by providing examples of other companies where...
Sinha, A. & Gazley, A. 2012, 'Special issue on pricing and revenue management models in marketing', Journal of Revenue and Pricing Management, vol. 11, no. 3, pp. 251-252.View/Download from: Publisher's site
Sinha, A & Gazley, A 2012, 'Special Issue on Revenue and Pricing Management Models in Marketing: Guest Editorial', Journal of Revenue and Pricing Management, vol. 11, no. 1, pp. 251-252.
Sinha, A & Sahgal, A 2012, 'Retail revenue optimization: The past, the present and the future', Journal of Revenue and Pricing Management, vol. 11, no. 3, pp. 319-321.View/Download from: UTS OPUS or Publisher's site
Retail Revenue Optimization is an area that has received widespread attention both by practitioners and academics alike. Grappling with the reality of reduced consumer spending and squeeze on profit margins, retailers are turning to companies that can peer into the mind of the consumer to make more informed and effective decisions. One such solution embeds pricing within the Enterprise Resource Planning system. We discuss several advancements in this area over the last decade, and conclude with a brief discussion of unresolved issues that require further attention. © 2012 Macmillan Publishers Ltd.
Malik, A, Sinha, A & Blumenfeld, S 2012, 'Role of quality management capabilities in developing market-based organisational learning capabilities: Case study evidence from four Indian business process outsourcing firms', Industrial Marketing Management, vol. 41, no. 4, pp. 639-648.View/Download from: UTS OPUS or Publisher's site
Business-to-business marketing literature acknowledges the value firms, including business process outsourcing firms, realise through their supplier networks. Such value realisation is often possible through a dynamic exchange of complementary organisational capabilities between a firm and its network partners. However, little is known about how outsourcing firms develop these capabilities and thus realise value. This paper addresses an unexplored theoretical gap of developing market-based organisational learning capabilities in business process outsourcing firms. Using a capabilities lens, this study assesses the impact of quality management capabilities in developing market-based organisational learning capability. Findings from a case study of four business process outsourcing firms in India suggest that effective knowledge transfer, diffusion and the development of market-based organisational learning capabilities are contingent upon the strength of a firm's quality management capabilities. Implications for theory and practice are discussed. © 2011 Elsevier Inc..
Vowles, N, Thirkell, P & Sinha, A 2011, 'Different determinants at different times: B2B adoption of a radical innovation', Journal of Business Research, vol. 64, no. 11, pp. 1162-1168.View/Download from: UTS OPUS or Publisher's site
This research aims to empirically determine which factors best explain business to business adoption of a radical, high-tech innovation early in the diffusion process. Early lifecycle data collection provides insights about the differences in determinants of adoption at different times in the product diffusion process. The results indicate that differences do exist between the determinants of early adoption, intent to adopt later, and unawareness of the innovation. The influencers of earliest adopters appear to be innovation-focused: the perceived benefits of the innovation as well as the strength of the producer network positively relate to early adoption; early adopters also tend to perceive the technology in the innovation as less different than previous technology than do those who intend to adopt later. The influence of a champion within the adopting firm, the ability of the firm to sense and respond to new technology, and the depth of technology knowledge within the adopting firm are significant influencers across multiple stages of diffusion, showing that firm-internal traits are particularly important influencers of adoption. Laggard firms are missing the critical firm traits that lead to information gathering and understanding of innovations. In addition to contributing to adoption research theory and methodology, this research has implications for innovation-marketing and innovation-adopting firms. © 2011.
Of interest in the consumer behavior field are the drivers of experiential and aesthetic consumption. This paper considers these questions in the context of the motion picture industry. Most motion picture industry studies use secondary data to elucidate a relationship between movie attributes (genre, star power, critical reviews, distribution strategy, etc.) and box-office revenues. The study gathers primary data from 225 survey respondents in New Zealand to further understand the factors influencing the purchase decision-making process of movie-going consumers. The study uses a factor-analytic approach to map the different genres in attribute space, and to understand the drivers of choice. Overall, the results show genre, movies based on true stories, critical reviews, word-of-mouth, country of origin, pricing strategy as well as star and director power significantly impact consumers' movie choices. © 2010 Elsevier Inc.
Sinha, A 2011, 'Practical pricing: Translating pricing theory into sustainable profit improvement', Journal of Revenue and Pricing Management, vol. 10, no. 2, pp. 195-196.View/Download from: UTS OPUS or Publisher's site
Sinha, A., Park, J. & Inman, J. 2008, 'A Dynamic Factor Analytic Approach for Modeling Consumer Choice among SKUs', Journal of Marketing Research, vol. 45, no. 1, pp. 94-103.
Inman, JJ, Park, J & Sinha, A 2008, 'A dynamic choice map approach to modeling attribute-level varied behavior among stockkeeping units', Journal of Marketing Research, vol. 45, no. 1, pp. 94-103.View/Download from: Publisher's site
Because product development decisions are often made at the attribute level, brand managers need to understand the attribute-level competitive structure. At the same time, consumers may exhibit reinforcing behavior (i.e., high repeating) on some attributes and derived varied behavior (i.e., high switching) on other attributes. This calls for the extension of current stockkeeping unit choice models to consider attribute-level feedback effects. The authors develop such a model using an internal market structure analysis approach. This provides the benefit of attribute-level competitive maps and estimates of attribute-level reinforcing behavior versus derived varied behavior. The authors estimate the model in the pourable salad dressing category. The fit is better than current models of stockkeeping unit choice, both in the estimation sample and in the validation sample. The authors discuss implications for researchers and practitioners. © 2008, American Marketing Association.
Sinha, A, Ashill, N & Gazley, A 2008, 'Measuring Customer Based Brand Equity using Hierarchical Bayesian Model', Australasian Marketing Journal, vol. 16, no. 1, pp. 3-13.
Sinha, A., Inman, J., wang, Y. & Park, J. 2005, 'Attribute Drives:- A Dynamic Factor Analytical Choice Approach for Modeling Choice Among SKUs', Marketing Science, vol. 24, no. 3, pp. 351-360.
Popkowski Leszczyc, PTL & Sinha, A 2005, 'A methodology for incorporating prior information into choice models', Journal of Retailing and Consumer Services, vol. 12, no. 2, pp. 113-123.View/Download from: Publisher's site
In this paper, we propose a method which facilitates the way a modeler or manager can include subjective information (such as judgment or intuition) into a choice model. The major contribution and focus of this research is on the way this prior information can be incorporated in a logit model. An important advantage of our approach is that, unlike the standard Bayesian approach, the prior information is incorporated using exogenous variables. We contend that it is easier for a manager or modeler to think in terms of market share and exogenous variables rather than in terms of unobservable parameter distributions. Two empirical illustrations are provided of our model: (i) showing the impact of a change in marketing strategy by including informative prior through subjective judgments, (ii) parameter estimation and sales forecasting when limited information is available. The results indicate that incorporating subjective prior information may lead to a significant improvement of parameter estimates and sales forecasts. © 2004 Elsevier Ltd. All rights reserved.
Sinha, A, Inman, JJ, Wang, Y & Park, J 2005, 'Attribute drivers: A factor analytic choice map approach for understanding choices among SKUs', Marketing Science, vol. 24, no. 3, pp. 351-366.View/Download from: Publisher's site
We describe the implementation of Attribute Drivers (AD), a flagship panel product of Information Resources Incorporated, at Campbell Soup Company. AD combines the parsimony of a factor analytic choice map approach with the ability to incorporate the dynamics of choice decisions to understand consumers' choices among stock keeping units (SKUs). A key distinguishing feature of this methodology is its scalability and applicability to large-scale problems. The application of AD helped Campbell's grow its revenues at twice the category growth rate. This revenue growth was achieved in a climate of high product proliferation, a slow economy, and a five-year decline in unit sales at a category level. Campbell has applied AD in four primary areas: making restaging decisions, identifying potential line extensions and estimating their volume and market share impacts at the brand and category level, performing price gap analysis for new products, and increasing responsiveness to consumers' needs. The model has been used by several other clients, testifying to its transportability. © 2005 INFORMS.
Ashill, N.J. & Sinha, A. 2004, 'An Exploratory Study into the Impact of Components of Brand Equity and Country of Origin Effects on Purchase Intention', Journal of Asia-Pacific Business, vol. 5, no. 3, pp. 27-43.View/Download from: Publisher's site
Popkowski Leszczyc, P.T.L., Sinha, A. & Sahgal, A. 2004, 'The effect of multi-purpose shopping on pricing and location strategy for grocery stores', Journal of Retailing, vol. 80, no. 2, pp. 85-99.View/Download from: Publisher's site
Though it is a well-accepted fact that consumers indulge in multi-purpose shopping, most previous models of store choice assume that grocery shopping trips are single-purpose trips. This paper provides the first empirical analysis of multi-purpose shopping using data on actual shopping trips. A latent class factor analytic logit model is proposed, which provides a representation of the market structure of grocery store competition, while integrating; multi-purpose shopping, retail pricing format and location strategy. We conclude that incorporating multi-purpose shopping trips provides a better understanding of the competitive market structure, and discuss the managerial implications for the selection of marketing strategies. © 2004 New York University. Published by Elsevier. All rights reserved.
Ashill, NJ & Sinha, A 2004, 'An exploratory study into the impact of components of brand equity and country of origin effects on purchase intention', Journal of Asia-Pacific Business, vol. 5, no. 3, pp. 27-43.View/Download from: Publisher's site
Due to rapid globalization of markets and products, it is necessary for managers and academics alike to understand the importance of the drivers of global brands. In this paper we extend Keller's (1998) conceptualization of brand equity to incorporate Country and Brand Origin (CBO) and Country of Origin (COO) effects on purchase intention. A structural equation modelling approach is used to test a conceptual model that hypothesizes relationships between these variables for the product category of watches. The results show that the components of brand equity through the effect of brand loyalty are three times more important than COO effects. A direct recommendation of this study is that for this product category, marketing managers can choose a country of manufacture for cost efficiencies regardless of the associations that consumers have with that country. © 2004 by The Haworth Press, Inc.
Sinha, A, Leszczyc, P & T.L, P 2004, 'Incorporating Prior Information into Models of Consumer Choice', Journal of Retailing and Consumer Services, vol. 12, no. 2, pp. 113-123.
Sinha, A, Leszczyc, P, T.L, P & Sahgal, A 2004, 'The Effect of Multi-purpose Shopping Behavior on Pricing and Location Strategy for Grocery Stores', Journal of Retailing, vol. 80, no. 2, pp. 81-102.
Leszczyc, PTLP, Sinha, A & Timmermans, HJP 2000, 'Consumer store choice dynamics: An analysis of the competitive market structure for grocery stores', Journal of Retailing, vol. 76, no. 3, pp. 323-345.View/Download from: Publisher's site
This study aims at formulating and testing a model of store choice dynamics to measure the effects of consumer characteristics on consumer grocery store choice and switching behavior. A dynamic hazard model is estimated to obtain an understanding of the components influencing consumer purchase timing, store choice, and the competitive dynamics of retail competition. The hazard model is combined with an internal market structure analysis using a generalized factor analytic structure. We estimate a latent structure that is both store and store chain specific. This allows us to study store competition at the store chain level such as competition based on price such as EDLP versus a Hi-Lo pricing strategy and competition specific to a store due to differences in location. © 2000 New York University.
Sinha, A 2000, 'Understanding Supermarket Competition using Choice Maps', Marketing Letters, pp. 21-37.
Sinha, A & Leszcsyc, P 2000, 'Measuring Customer Based Brand Equity: A New Survey Based Methodology using Hierarchical Bayesian Methodology', AMA (Summer) Conference Proceedings.
Sinha, A 1997, 'Towards a Positive Theory of Rational Choice: From Substantive to Procedural Rationality'.
Sinha, A & Larson, P 1995, 'The TQM Impact: A Study of Quality Managers' Perception', Quality Management Journal, vol. Spring, pp. 53-67.
Saqib, NU & Chan, E 2015, 'The role of self-construal in shifting preferences for modernity', 2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing Conference Proceedings, Australian and New Zealand Marketing Academy, ANZMAC, Sydney, NSW, Australia.
An important variable by which culture affects the way people think and act is their selfconstrual.
Within the independent self-construal, the self is seen as different from others, a way
of defining the self, prominent in Western societies. Interdependent self-construal, more typical
of Eastern cultures, emphasizes the connectedness of the self to others. This difference in selfconstrual
is thought to affect behavior, and acceptance of social values. This paper manipulates
self-construal of consumers and investigates its effects on adopting market offerings that may be
perceived as inconsistent with their self-construal in an Eastern culture. The research
recommends strategies for policy makers for successful advocacy of initiatives of national
importance by applying self-construal theory.
Sinha, A 2012, 'Loss of Brand Equity in Crisis: The Impact of Emotions and Attributions in Product and Non-product Related Negative Publicity', AMA (Summer) Conference, Chicago.