Professor Sara Denize is the Associate Dean, Education at UTS Business School where she has responsibility learning innovation, quality and enhancement for a large portfolio of postgraduate and undergraduate coursework programs. The School has over 10,000 business students and she has overarching responsibility for the learning experience.
Professor Denize is known for her experience in large-scale curriculum projects aimed to improve student experiences in both classroom and in online delivery contexts. Prior to joining UTS, Sara held the position Deputy Dean Academic and Operations at Western Sydney University, School of Business, where she led major curriculum transformation projects. This work has included the implementation of whole-of-program flipped delivery teaching models complemented by significant enrichment to in-class experiences for students. New programs have included the development of transdisciplinary courses in collaboration with colleagues in sciences, social sciences, and humanities. Professor Denize also has considerable experience in working with VET sector and other HE partners both in Australia and internationally to deliver quality HE business programs.
She is eager to make all aspects of business education accessible and meaningful for learners, and exciting and rewarding for teachers and researchers. Her innovative orientation to learning and her teaching accomplishments have been recognised with a national teaching citation. She is a co-author on the leading international textbook in marketing (Australian edition) with Gary Armstrong, Stewart Adam, Michael Volkov, and Philip Kotler (most recently Principles of Marketing 7e). Her research in collaboration and information exchange in business marketing and innovation contexts informs both her educational perspectives and writing.
Olaru, D, Purchase, S & Denize, S 2014, 'Using docking to verify and validate nonformal models of complex business innovation', Emergence: Complexity and Organization, vol. 16, no. 2, pp. 44-73.
This article applies docking to two formal models of the same nonformal innovation model, in an attempt to verify and validate the models in the absence of quantitative real-world data. The comparison of the results of a fuzzy logic model (FL) and an agent-based model (ABM) indicates distributional equivalence. Blending various types of verification and validation and docking thus can help researchers formulate a successful strategy, even in situations in which quantitative data are scarce.
Copyright © 2014 by Emerald Group Publishing Limited. This chapter outlines a method for developing simulation code from casebased data using narrative sequence analysis. This analytical method allows researchers to systematically specify the 'real-world' behaviours and causal mechanisms that describe the research problem and translate this mechanism into simulation code. An illustrative example of the process used for code development from case-based data is detailed using a well-documented case of photovoltaic innovation. Narrative sequence analysis is used to analyse case data. Micro-sequences are identified and simplified. Each micro-sequence is presented first in pseudo-code and then in simulation code. This chapter demonstrates the coding process using Netlogo code. Narrative sequence analysis provides a rigorous and systematic approach to identifying the underlying mechanisms to be described when building simulation models. This analytical technique also provides necessary and sufficient information to write simulation code. This chapter addresses a current gap in the methodology literature by including case data within agent-based model building processes. It benefits B2B marketing researchers by outlining guiding processes and principles in the use of case-based data to build simulation models.
Purchase, S, Olaru, D & Denize, S 2014, 'Innovation network trajectories and changes in resource bundles', Industrial Marketing Management, vol. 43, no. 3, pp. 448-459.View/Download from: Publisher's site
This paper reports on an investigation into how changes in network resource bundles influence the success of innovation networks and how they change trajectories over time. Innovation networks are complex adaptive systems, and this paper uses a fuzzy set theory simulation methodological approach to capture complexity. The findings indicate that the interdependencies between knowledge variables and financial resources are the greatest contributor to high performing innovation networks, whereas the loss of social capital and its interdependency with the environment are the largest contributors to declines in innovation network performance. The paper suggests a more nuanced role for social capital within innovation networks and, importantly, highlights the sequencing of knowledge contributions, which take low performing innovation networks to high performing innovation networks. © 2013 Elsevier Inc.
Greenacre, L, Burke, PF, Denize, S & Pearce, R 2013, 'The choice of content by information providers in word of mouth communications', Academy of Marketing Studies Journal, vol. 16, no. SI, pp. 19-34.
Word-of-Mouth communication is an invaluable source of information for consumers. A comprehensive understanding of the flow of market information through interpersonal networks is therefore of unique theoretical and practical importance. Present Word-of-Mouth research is receiver centric, largely ignoring the role of the information provider as a gatekeeper to information dissemination. The objective of this research is to develop a more comprehensive understanding of Word-of-Mouth by modelling the decision making behaviour of information providers. Adopting the network theory general assumption of altruistic exchange motivation, this research uses a choice modelling framework to demonstrate that information providers assign greater utility to (1) information about product features important to the receiver, and (2) information which disconfirms receiver preferences. In addition, these effects are found to be moderated by perceptions about the receivers knowledge. Existing research has not previously considered information providers perceptions of receivers as a potential moderator of WOM flow, with the results here suggesting this should be an area of future investigation. © 2012 by the DreamCatchers Group, LLC.
Greenacre, LM, Burke, PF, Denize, SM & Pearce, R 2012, 'The choice of content by information providers in word of mouth communications', Academy of Marketing Studies Journal, vol. 16, no. Special issue, pp. 19-34.
Word-of-Mouth communication is an invaluable source of information for consumers. A comprehensive understanding of the flow of market information through interpersonal networks is therefore of unique theoretical and practical importance. Present Word-of-Mouth research is receiver centric, largely ignoring the role of the information provider as a gatekeeper to information dissemination. The objective of this research is to develop a more comprehensive understanding of Word-of-Mouth by modelling the decision making behaviour of information providers. Adopting the network theory general assumption of altruistic exchange motivation, this research uses a choice modelling
communication and the associated information exchanges are key drivers of the development of relationships and of the trust embedded within them. this paper considers the development of business relationships in terms of the continuing co-evolution of trust and information exchange and the issues associated with researching these processes
Stegemann, N, Denize, S & Miller, KE 2013, 'Perceptions, attitudes and luxury brands: An Australian study of consumers’ perceptions of and attitudes to luxury brands' in Luxury Marketing: A Challenge for Theory and Practice, pp. 170-184.View/Download from: Publisher's site
© Springer Fachmedien Wiesbaden 2013. The Australian market for luxury brands has been largely overlooked, but in the first decade of the new millennium it has quietly developed into a success story for the luxury industry with “international luxury executives consistently remarking that Australia is a surprisingly sophisticated market” .
Stegemann, N, Denize, SM & Miller, K 2013, 'Perceptions, attitudes and luxury brands' in Wiedmann, KP & Hennigs, N (eds), Luxury Marketing, Springer Gabler, Germany, pp. 169-184.View/Download from: Publisher's site
Denize, S, Purchase, S & Olaru, D 2012, 'Using case data to ensure 'real world' input validation within fuzzy set theory models' in Fuzzy Methods for Customer Relationship Management and Marketing: Applications and Classifications, pp. 61-89.View/Download from: Publisher's site
Fuzzy set theory models have considerable potential to address complex marketing and B2B problems, but for this methodology to be accepted, models require validation. However, there is relatively little detail in the literature dealing with validation of fuzzy simulation in marketing. This limitation is compounded by the difficulty of using case-based and qualitative evidence (data to which fuzzy models are well suited) when applying more general validation. The chapter illustrates a fuzzy model validation process using small-N cased based data and concludes with recommendations to assist researchers in validating their fuzzy models. © 2012, IGI Global.
Nankani, E, Simoff, S, Denize, S & Young, L 2009, 'Enterprise university as a digital ecosystem: Visual analysis of academic collaboration', 2009 3rd IEEE International Conference on Digital Ecosystems and Technologies, DEST '09, pp. 727-732.View/Download from: Publisher's site
The concept of "enterprise university"  emerged to denote the new kind of higher education institution that resembles many elements of corporate governance. It has a tighter interaction and integration in the environment, as has to take in account market factors, such as student fee incomes, soft budget allocations for special initiatives, including research funding, risk factors and others. Hence an enterprise university can be viewed as a digital ecosystem. An essential part for the survival of such system is collaboration between academics. This paper presents a visual analytics methodology for analysis of academic collaboration that is geared towards real-time performance. We introduce a simple collaboration index in order to depict slices of prominent collaborators and investigate the networked clusters them. We demonstrate the work on an integrated data set from real-world University. The technology is a key component in the extended business intelligence support for the senior executive teams in these new type of digital ecosystems. ©2009 IEEE.
Nankani, E, Simoff, S, Denize, S & Young, L 2009, 'Supporting strategic decision making in an enterprise university through detecting patterns of academic collaboration', Lecture Notes in Business Information Processing, pp. 496-507.View/Download from: Publisher's site
Collaborative networks are a topic, broadly researched from several perspectives, including the social network analysis (SNA). The organisations take advantage from the results of SNA to determine collaborative channels, information fusion through such channels and key participants or groups in the network. This work is focused on multi-facet analysis of academic collaboration, as it has been identified as a key factor in success and growth in the global educational market. The data sets include integrated data about different aspects of academic collaboration, including co-authorship, co-participation, co-supervision and other related data. We explore the concept of interestingness and its application to the field of network mining. Composing an appropriate interpretable set of interestingness measures will benefit decision makers in organisations in taking specific actions depending on the patterns in these measures. In this study we focus on interesting measures such as unexpectedness for academic networks and a collaborative score. © 2009 Springer Berlin Heidelberg.
Olaru, D, Purchase, S & Denize, S 2009, 'Using docking/replication to verify and validate computational models', 18th World IMACS Congress and MODSIM09 International Congress on Modelling and Simulation: Interfacing Modelling and Simulation with Mathematical and Computational Sciences, Proceedings, pp. 4432-4438.
Conventional practice in modelling requires checking that a model is correct with respect to its conceptualisation (verification) and that it corresponds to the real world phenomenon modelled (validation). Verification and validation assure the external and operational validity of a model (its quality). In settings where data for estimation is not readily available, the behaviour of the computational model and its results are questionable. An alternative approach that has been recently gaining attention is docking or replication, which is a process where one model is tested against another to see if they produce the same results. This paper reports on the docking experience and validation stages performed when replicating a fuzzy logic (FL) model's findings with an agent-based model (ABM) in the context of innovation in business networks. Using two modelling paradigms and software programs, we modelled in an 18 month-interval a network of three agent categories, which collaborate on adopting and advancing new ideas and technologies. The network links describe relations between agents, which drive processes of innovation. The autonomous agents are organisations of different sizes, characteristics, and roles and they interact/share resources/collaborate for the purpose of adoption and diffusion of innovation that fits with the organisation's goals. Depending on their resources, there is scope for innovation or otherwise. In addition, the environment can foster or hinder the innovation processes. The verification and validation of these two models involved several stages: 1) Expert judgement - the structure of the conceptual model is supported by literature and discussions with colleagues in various forums; 2) Checking the correspondence between what is emerging from the model and what is expected to be seen in the real world (passing the believability test); it is desirable for the model components to adequately represent a real equivalent behavioural effect but as...
Stegemann, N, Denize, SM & Miller, K 2007, 'Measuring Consumers' Attitudes to Luxury', The La Londe Conference 34th International Research Conference in Marketing: Marketing Communications and Consumer Behavior 2007 Proceedings, International Research Conference in Marketing, Aix Graduate School of Management, University Paul Cezanne, La Londe les Maures, France, pp. 81-89.
Since the 90s, there has been an increasing interest in the concept of luxury and luxury brand management. In this paper we focus on attitudes towards the concept of luxury and aim to identify the limitations of the extant measure proposed by Dubois & Laurent (1994). Our focus on a generalised attitudinal measure is particularly relevant given the significance of attitudes and perceptions in forming brand equity, and its role in the consumers purchase decisions. Using a panel of expert judges we reviewed the validity of the measure. We then considered the reliability by reviewing other studies and subsequently performed our own reliability checks using a small study (n=139) of Australian business students. Our analysis highlights concerns with the validity and reliability of the scale initially developed by Dubois & Laurent (1994). Thus, we advocate a complete revision of the measure following Rossiters scale development procedure C-OAR-SE (2002). The paper concludes with a proposed framework to be further tested using Rossiters (2002) approach.
Denize, SM & Young, LC 2006, 'Concerning trust and information', Opening the network - New perspectives in industrial marketing and purchasing: 22nd Industrial Marketing and Purchasing Group Conference, 22nd Industrial Marketing and Purchasing Group Conference, The IMP Group, Milan, Italy, pp. 1-20.
Denize, SM & Young, LC 2006, 'Non-trading relationships', Advancing Theory, Maintaining Relevance - Proceedings of the 2006 ANZMAC Conference, Australian and New Zealand Marketing Academy Conference, ANZMAC, Brisbane, Australia, pp. 1-7.
Denize, SM, Baker, E, Kan, MM & Young, LC 2006, 'Agency and the network franchise system: collaboration and dissonance', Sustainable Marketing Leadership: a synthesis of polymorphous axioms, strategies and tactics - Proceedings of the 35th EMAC Conference, European Marketing Academy Conference, European Marketing Academy, Athens, Greece, pp. 1-6.
Denize, SM, Khan, MR & Young, LC 2006, 'Competing interests: The challenge to collaboration in the public sector', Proceedings of 13th International Conference on Multi-Organisational Partnerships, Alliances and Networks, 13th International Conference on Multi-Organisational Partnerships, Alliances and Networks, Victoria University of Wellington, New Zealand, Wellington, New Zealand.
Wilkinson, I, Wiley, J, Young, LC & Denize, SM 2006, 'The direct and indirect functions of international business relationships for suppliers and customers: a comparative study or European and Chinese firms', Sustainable Marketing Leadership: a synthesis of polymorphous axioms, strategies and tactics - Proceedings of the 35th EMAC Conference, European Marketing Academy Conference, European Marketing Academy, Athens, Greece, pp. 1-7.
Greenacre, LM, Burke, PF & Denize, SM 2006, 'Important information in word of mouth communication: acquisition vs. dissemination', Advancing Theory, Maintaining Relevance - Proceedings of the 2006 ANZMAC Conference, Australian and New Zealand Marketing Academy Conference, ANZMAC, Brisbane, Australia, pp. 1-7.
Denize, SM 2005, 'Lexigraphic approaches to understanding discourse in networks', Broadening the Boundaries - ANZMAC 2005 Conference Proceedings, Australian and New Zealand Marketing Academy Conference, University of Western Australia, Fremantle, Australia.
Denize, SM & Mcguiggan, RL 2005, 'Educational development; evaluating efficiency and effectiveness', Broadening the Boundaries - ANZMAC 2005 Conference Proceedings, Australian and New Zealand Marketing Academy Conference, University of Western Australia, Fremantle, Australia, pp. 72-77.
Denize, SM & Young, LC 2005, 'Challenging networks: deconstructing collaboration by identifying the vocabulary of discord', Taking the Tensions out of Connections - ICAN Annual Research Conference, ICAN Annual Research Conference, -, Sydney, Australia.
Denize, SM, Miller, K & Young, LC 2005, 'Information exchange: an actor, activity and resource perspective', Building Social Capital in Networks - Second meeting of the IMP Group in Asia, Meeting of the IMP Group in Asia, IMP Group, Phuket, Thailand, pp. 1-15.
Young, LC & Denize, SM 2001, 'A commitment to commitment: a continuing program of study in business relationship commitment', Proceedings of ANZMAC 2001: Bridging Marketing Theory and Practice, Australian and New Zealand Marketing Academy Conference, Massey University, Auckland, pp. 0-0.
Denize, SM & Miller, KE 1994, 'Information utilization: An interaction perspective', RELATIONSHIP MARKETING: THEORY, METHODS AND APPLICATIONS, pp. 401-403.