Ashish Sinha is Professor of Marketing and Associate Dean (Research) for the UTS Business School. He has previously held senior leadership positions in both industry and academia,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, and Vice President, Analytics Insights group at Informations Resources, Chicago, USA. He currently has or previously held visiting appointments at the Indian School of Business (ISB), HongKong Polytech Universty and Universty of Alberta. 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 2019, 'Effective sense-and-respond strategies: Mediating roles of exploratory and exploitative innovation', Journal of Business Research, vol. 94, pp. 154-161.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.
Sinha, A, Gu, H, Kim, NW & Emile, R 2019, 'Signaling effects and the role of culture: movies in international auxiliary channels', European Journal of Marketing.View/Download from: UTS OPUS or Publisher's site
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.
Sinha, A, Sahgal, A & Mathur, SK 2013, 'Practice Prize Paper 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
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
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
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
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
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.
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, YT & Park, J 2005, 'Attribute drivers: A factor analytic choice map approach for understanding choices among SKUs', MARKETING SCIENCE, vol. 24, no. 3, pp. 351-359.View/Download from: Publisher's site
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
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.