Suresh initially trained as a physicist and subsequently studied Business at UTS. For several years he has developed and taught new courses in the School of Marketing and was a key instigator leading the embracement of the Internet and related technologies in curriculum development since 1995. He has held a number of positions in industry working on unstructured information including the handling of insider trading, operational risk as well as sophisticated competitive intelligence systems. Suresh has most recently held a senior position with Reuters developing new business opportunities of a complex nature across SE Asia. Suresh brings a wealth of industry contacts and has an interest in complex systems research applied to business.
Can supervise: YES
Woodside, AG & Sood, SC 2016, Storytelling-case archetype decoding and assignment manual (SCADAM).
Woodside, AG & Sood, S 2017, 'Vignettes in the two-step arrival of the internet of things and its reshaping of marketing management's service-dominant logic', Journal of Marketing Management, vol. 33, no. 1-2, pp. 98-110.View/Download from: Publisher's site
© 2016 Westburn Publishers Ltd. This commentary offers vignettes on the introductions of the 'internet of things' (IoT) and their impacts on revising the service-dominant (S-D) logic paradigm in marketing. Except smart phones, most consumer households are not participating now in the IoT revolution–but most product-service radical innovations include a 20+ year low-growth start-up. Because the benefits really are enormous and the technical advances in smart devices are now rapidly improving, expect the IoT revolution to hit hard in all areas of daily life before 2025 similar to the great impacts occurring now in business-to-business applications. This study proposes substantial revisions in the S-D logic due to the upcoming take-off stage of adopting radically new IoT innovations.
Joshi, R, Chelliah, J, Sood, S & Burdon, SW 2016, 'Nature and spirit of exchange and interpersonal relationships fostering grassroots innovations', The Journal of Developing Areas, vol. 50, no. 6, pp. 399-409.View/Download from: Publisher's site
Exchange and interpersonal relationships are central to the functioning and sustainability of socio-economic activities, including innovation. Grassroots innovations (GI) are dynamic and relational phenomena that evolve with grassroots innovators' beliefs, expectations and obligatory relationships for varied resources, and the actualization of their desire to make novel and beneficial products. In this paper, the dynamics of exchange and interpersonal relationships that underpin the GI phenomenon are explored through the lens of exchange theory and the consideration of the psychological contract. While exchange theory provides an explanation for the interdependent and dyadic socio-economic relations present in GI, the psychological contract provides a view on the perceptions and expectations that are embedded in exchange and innovation activities. These two theoretical lenses serve as a foundation for the research to engage with the subjective reality of the grassroots innovators' experiences. In examining the subjective reality of the innovation experiences of the grassroots innovators; the research thereby discerns the dominant form of exchange and socio-economic structure that fosters GI from ideation to commercial scaling. Through the use of phenomenological exploration and detailed thematic analysis of the innovation experiences of the thirteen Indian grassroots innovators, the research determined the nature and spirit of the relational commercial exchanges that both entail and foster GI. The paper starts off with the discussion of the theoretical foundations of the research. Thereafter, the paper briefly discusses the research methodology and the exchange dynamics present in GI. In assimilating the research findings, the paper enlists the features of exchanges embedded in GI phenomenon and highlights the capacity of relational commercial exchanges in fostering GI. The paper further proposes, through this discussion, an interpretive framework for understandi...
Chelliah, J, Sood, S & Scholfield, S 2015, 'Realising the strategic value of RFID in academic libraries: a case study of the University of Technology Sydney.', Australian Library Journal, pp. 1-15.View/Download from: Publisher's site
Radio Frequency Identification (RFID) technology is being increasingly implemented in academic libraries due to a promise of increased collections management efficiency. This paper reports on the recent implementation of RFID technology in the library at the University of Technology Sydney, providing insights into the change management process of RFID implementation. The paper focuses on the implications of the implementation and indigenisation of RFID technology for three specific and symbiotic areas of the library: people, processes and technology. Data from interviews with eight participants involved at various levels of the academic library were collected. This paper develops a best practice model through the insights gained by the people involved in the RFID implementation. The case study posits the dynamic relationships between people, processes and technology as greatly impacted by the implementation process, and analyses the divergence between projected and actual outcomes in the implementation process.
Marchand, J & Sood, S 2014, 'The alchemy of student entrepreneurs: towards a model of entrepreneurial maturity', International Journal of Entrepreneurship and Innovation Management, vol. 18, no. 1, pp. 75-75.View/Download from: Publisher's site
Woodside, AG, Sood, S & Muniz, KM 2013, 'Creating and interpreting visual storytelling art in extending thematic apperception tests and jung's method of interpreting dreams', Advances in Culture, Tourism and Hospitality Research, vol. 7, pp. 15-45.View/Download from: Publisher's site
The main thesis here is that the stories that some brands tell to consumers enable consumers to achieve archetypal experiences. Examining the stories consumers tell in natural contexts involving shopping for and using brands informs explanations of associations of archetypes, brands, and consumers. The study advances the use of degrees-offreedom analysis (DFA) and creating visual narrative art (VNA) as useful steps for confirming or disconfirming whether or not the stories consumers tell have themes, events, and outcomes that match with the core storylines told by brands. As a proposal, an extension of thematic apperception tests (TATs) is relevant in applying the DFA to brand-consumer storytelling research. The study includes a review of early work on TATs, DFA, archetypal theory, and how brands become icons. The study's theory, method, and findings provide useful tools for brand managers and researchers on issues that relate to psychology and marketing. © 2013 by Emerald Group Publishing Limited.
de La Poype, A & Sood, SC 2012, 'Public Sphere Dialogue in Online Newspapers and Social Spaces: The Nuclear Debate in Post Fukushima France', Public Communication Review, vol. 2, no. 2, pp. 30-47.
The meltdown at the Japanese Fukushima Daiichi nuclear power plant (March 2011) provided a trigger to contribute this research about the ways in which French newspapers facilitate (or not) a public dialogue on the issue of nuclear energy. Nuclear power not only generates over 75% of the electricity in France but also sustains a healthy domestic job creation program and drives nuclear technology exports. Hence, the absence of public debate amongst the French in nuclear energy over the long term is not surprising. Against this backdrop of French nuclear interests and post Fukushima, this paper presents a French language computer-mediated discourse analysis on nuclear debates and discussions taking place online in the hybrid public sphere. This space straddles user-generated content in the public comment spaces of newspapers embracing the spectrum of political persuasions (Le Figaro, Le Monde and Liberation) and social media. Qualitative and quantitative research methods uncover citizen interactions within the online public sphere comprising newspapers. Findings illuminate the progress of deliberations on nuclear power in online newspapers following a process of agenda setting through news stories, providing space for public dialogue and the digital curating of social media commentary. Furthermore, the research reveals the relevance of the Habermasian public sphere concept within the context of online newspapers. Key learning for the role of the media in fostering the democratic process using social media and insights for the political communications landscape within the context of the nuclear debate compliment the research.
Sood, SC 2012, 'The death of social media in start-up companies and the rise of s-commerce: Convergence of e-commerce, complexity and social media', Journal of Electronic Commerce in Organizations, vol. 10, no. 2, pp. 1-15.
Startup employeesled by the entrepreneur aremasters of embracing complexity.Thismeansthe startup team understandscauseandeffectfollowanon-linearrelationshipwiththesubtlestofchangespotentiallyresultant in producing chaotic behavior and surprise. Forthe startup, this means counterintuitive thinking winsthe day. In light of this,small expenditures can have a greaterimpact on developing new business. The startup employee prefers not to be constrained by desktop orthe old broadcast model of email; instead exploiting social technologies anywhere. A startup is a learning organization improving processes and results on an ongoing basis mirroring entrepreneurship as a learning process. Startup employees realize success goes beyond consideration of product functionality or a track record built on an existing base of customers. With major technology disruptions during 2012-2014, the potential to launch a startup-in-a-box integrating social,mobile, andwearable computing technology is a reality and essential.Only through a combination of socialtechnologiescanstartupsandfoundingemployeesmaintainpacewiththechangingbusinesslandscape and generate a rapid amount of knowledge to sustain sufficient advantage in the market. Furthermore, the forthcoming death ofsocial media and rise of S-commerce as convergence with E-commerce progressesto help generate revenuesfrom newfound knowledge perfectly complementsstartup employees
Sood, SC & Pattinson, HM 2012, '21st Century applicability of the interaction model: Does pervasiveness of social media in B2B marketing increase business dependency on the interaction model?', Journal of Customer Behaviour, vol. 11, no. 2, pp. 117-128.
The IMP interaction model (Håkansson, 1982, p. 24) has survived academic and managerial scrutiny for three decades. Simultaneously, a techno-economic revolution has emerged reshaping B2B communication and interaction through digitising the global economy. In the 21st century, mobile devices directly connect with social interactions of people and businesses through the exemplary social media of Facebook, Twitter, Google Plus, LinkedIn and YouTube. The pervasiveness of social media technologies and applications enables not just the generation of online conversations but enhances B2B collaboration activities atop the B2B and intra business conversations. On this basis, consideration of social media within the context of the IMP interaction model (ibid.) is essential when undertaking any worthwhile contemporary study of B2B marketing.
Woodside, A, Megehee, CM & Sood, SC 2012, 'Conversations with(in) the collective unconscious by consumers, brands, and relevant others', Journal of Business Research, vol. 65, no. 5, pp. 594-602.View/Download from: Publisher's site
Jung's (2009) paintings of his dreams to enable conscious interpretation of his conversations within the collective unconscious informs a call for creating visual narrative art to inform meanings of personal and collective unconscious relating to stories consumers tell about buying and using brands. This study describes 13 conversations relevant to the study of conscious and the collective unconscious for consumer-brand relationships/communications. The 13 conversations' paradigm is useful for complementing the dominant logic by scholars of asking questions and relying on consumer conscious interpretations in their responses. The article advocates the use of multiple methods for both collecting and interpreting consumer-brand relationships, and illustrates the usage of storyboard-art of consumer-brand relationships in natural contexts. Brand strategy implications focus on the value of identifying how brands enable consumers to enact primal forces (archetypes).
Thomas Friedman exhorts us to imagine the future  - we urge marketers to invent the future, to learn the future faster, and to deliver the future earlier. Marketers are asked to develop scenarios about emerging technologies such as broadband wireless
Woodside, AG, Sood, SC & Miller, K 2008, 'When consumers and brands talk: Storytelling theory and research in pyschology and marketing', Psychology and Marketing, vol. 25, no. 2, pp. 97-145.View/Download from: Publisher's site
Storytelling is pervasive through life. Much information is stored, indexed, and retrieved in the form of stories. Although lectures tend to put people to sleep, stories move them to action. People relate to each other in terms of stories - and products and brands often play both central and peripheral roles in their stories. To aid storytelling research in consumer psychology, this article develops a narrative theory that describes how consumers use brands as props or anthropomorphic actors in stories they report about themselves and others. Such drama enactments enable these storytellers to experience powerful myths that reflect psychological archetypes. The article includes findings from case study research that probes propositions of the theory. Implications for consumer psychology and marketing practice follow the discussion of the findings.
Sood, SC & Pattinson, HM 2006, 'Urban renewal in Asia-Pacific A comparative analysis of brainports for Sydney and Kuala Lumpur', Journal Of Business Research, vol. 59, no. 6, pp. 701-708.
This paper reviews the concept of brainports and application to a South-East Asian context. The brainport concept is relevant for analysing transformation of an existing physical and information infrastructure, but a key finding of the research project i
Sood, S & Pattinson, HM 2014, 'New B2B methods, techniques and technologies for capturing insights of major account managers: Developing B2B communities for energy supply' in Woodside, A (ed), Volume 21, Field Guide to Case Study Research in Business-to-business Marketing and Purchasing, USA, pp. 227-253.View/Download from: Publisher's site
This chapter covers a diverse range of alternative methods for capturing deep major account insights online. Increasingly in the twenty first century, B2B decision-makers remain abreast of industry innovations and product information through participation in online communities. Through using social mobile technologies businesses exchange product and service experiences online amongst peers not just vendor organisations. A key aspect of this chapter shares rationale for selection of a marketing versus research community, community objectives, online techniques to gain major account insights using big data, resourcing, integration with existing marketing systems and budgeting for ongoing maintenance of marketing communities supporting B2B sales and marketing initiatives. This chapter focuses on the emerging area of B2B sales activities for creation and management of online communities for Major Account management of energy supply customers. A case-based research strategy specifically honed towards sensemaking of major account activities through using B2B online communities in conjunction with emerging research methods is outlined and critiqued. Copyright © 2014 by Emerald Group Publishing Limited.
© 2013, IGI Global. Author experiences from working jointly and within startups inform this chapter. Emphasizing the importance of employees achieving unprecedented productivity through working collaboratively and supported by flexible roles and social technologies cannot be understated. Startup employees led by the entrepreneur are masters of embracing complexity. This means the startup team understands cause and effect follow a non-linear relationship with the subtlest of changes potentially resultant in producing chaotic behavior and surprise. For the startup, especially in recessionary times, this means counterintuitive thinking wins the day. In light of this, small expenditures can have a greater impact on developing new business compared with the large budgets available to incumbent players. The startup employee prefers not to be constrained by the old broadcast model of email instead exploiting social technologies. This includes the use of wikis as an enabler of both interactive communications and repository of company knowledge. A founding myth helps drive new hires and can underpin a service centric focus creating unique customer experiences based on the vision of the entrepreneur and storytelling. A startup is a learning organization improving processes and results on an ongoing basis mirroring entrepreneurship as a learning process. Within a startup, limited processes exist, and core employees embrace next practice to help drive a major source of competitive advantage. Startup employees realize success goes beyond consideration of product functionality or a track record of existing customers. Each business development opportunity for the startup is driven by experience co-created with the customer. By 2010 the potential to launch a "startup-in-a-box" with an E-Novation framework (Pattinson and Low 2008) supported by social technologies to foster intense collaboration among core employees will become both a reality and essential. Only through a combinat...
Marchand, JM & Sood, SS 2014, 'Theory Development of How Student Entrepreneurs Think, Learn and Work: Uncovering Deep Insights into the Cognitive Processes of Student Entrepreneur Lived Experiences to Develop a Cue Inventory of Student Entrepreneurship', Australian Centre for Entrepreneurship Research Exchange Conference 2014 Conference Proceedings, Australian Centre for Entrepreneurship Research Exchange Conference (ACERE), Queensland University of Technology, Sydney, pp. 785-800.
Principal Topic: The concept of the true student entrepreneur is relatively new and attracting societal and academic attention. A paucity of research exists on the cognitive processes student entrepreneurs use to think, learn and work. Student entrepreneurs operate within a challenging environment balancing entrepreneurial work activities and study life. Normally, the archetypal entrepreneur of last century drops out of university. This research explores the student entrepreneur not just as a student attending entrepreneurial classes but conducting business on/near campus or leading a campus enterprise (voluntary association) while simultaneously attending formal university award courses.
Methodology: This preliminary study centres on the lived experiences of student entrepreneurs not as most previous studies the intentionality of students to become entrepreneurs. As such,
in-depth interviews take place with student entrepreneurs based on the Critical Incident Technique (Flanagan 1954) focusing on storytelling by student entrepreneurs in natural campus settings.
Results and Implications: A cue inventory of student entrepreneurship is sourced from the lived experiences of student entrepreneurs and informsthe generation of a cognitive framework.
Findings point to the university environment providing leverage to help innovatively solve entrepreneurial problems in real time. Student entrepreneurs are "luck ready" always open for potential opportunities. As a consequence universities interested in fostering true entrepreneurship beyond classroom teaching are able to facilitate and manage various sources of opportunities.
Yu, Y, Yan, K, Zhu, X, Wang, G, Luo, D & Sood, S 2014, 'Mining emerging patterns of PIU from computer-mediated interaction events', Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), pp. 66-78.View/Download from: Publisher's site
It has been almost 20 years since Internet services became an integral part of our lives. Especially recent popularization of SNS (Social Network Services) such as Facebook, more and more people are attracted to Internet. Internet provides many benefits to people, but yields a consequent disturbing phenomenon of obsession with Internet, which is called PIU (Pathological Internet Use) or IAD (Internet Addiction Disorder) in academia. PIU or IAD has negative effects on people's health of mind and body, therefore, it is necessary to detect PIU. Among tools of surfing Internet, since computer is the most widely interactive media, it is significant to mine PIU emerging patterns from human-computer interaction events. As a result, an emerging pattern mining method based on interactive event generators, called PIU-Miner, is proposed in this paper. Experimental results show that PIU-Miner is an efficient and effective approach to discovering PIU. © 2014 Springer-Verlag.
Sood, SC, Kattiyapornpong, U, Miller, K & Woodside, A 2009, 'Assessing perceived destination image and brand equity through web 2.0', Travel and Tourism Research Association Conference Proceedings, 40th Travel and Tourism Research Association Conference, Travel and Tourism Research Association, Honolulu, Hawaii.
Pattinson, HM & Sood, SC 2007, 'Marketers Inventing the Future: Scenario Planning for Marketing Action', Foresight 2007 Conference Papers, Foresight 2007, University of Strathclyde, Glasgow, UK, pp. 1-14.
The stories consumers report and tell in which they use brands as props or anthropomorphic actors increasingly form a key part of personal and community Weblogs. These stories are drama enactments enabling the storytellers to experience powerful myths. The brand stories consumers tell on purchasing-consumption requires a protagonist consumer to experience an "inciting incident" (McKee 2003) that focuses her attention and results in action in response to this incident. Since stories help to make sense of the world around us it is not surprising that consumer storytelling about brands extends beyond highly risky consumption acts to the more mundane and improvisational presentations of self (to self and others) in everyday life. With an understanding of the structure of the brand stories consumers report and tell on Weblogs this study compares the application of semantic analysis software (Smith 2000) automating the text analysis with a manual interpretation involving the human mind using Heider's balance theory to examine the stories consumers report about two well known clothing brands in naturally occurring contexts on Weblogs. Taking this approach, one can gain insights in determining if market researchers can automatically process Weblogs to obtain brand story abstractions. Copyright © 2002, American Association for Artificial Intelligence (www.aaai.org). All rights reserved.
Sood, SC & Pattinson, HM 2006, 'The open source marketing experiment: Using wikis to revolutionize marketing practice on the web.', 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, p. CD no page.
Pattinson, HM & Sood, SC 2005, 'Deciphering storylines in B2B selling-buying interactions', Advances in Marketing: Managerial, Pedagogical, Theoretical - Proceedings of the Annual Meeting of the Society for Marketing Advances, Annual Meeting of the Society for Marketing Advances, Society for Marketing Advances, San Antonio, USA, pp. 199-201.
Sood, SC & Pattinson, HM 2005, 'Semantics in marketspace: emerging semantic marketing computer-mediated environments', Advances in Marketing: Managerial, Pedagogical, Theoretical - Proceedings of the Annual Meeting of the Society for Marketing Advances, Annual Meeting of the Society for Marketing Advances, Society for Marketing Advances, San Antonio, USA, pp. 198-198.
Sood, SC & Pattinson, HM 2005, 'Urban renewal in Asia-Pacific: A comparative analysis of "brainports" for Sydney and Kuala Lumpur', Dealing with Dualities - 21st Annual IMP Conference, Annual IMP Conference, IMP Group, Rotterdam, Netherlands, pp. 1-6.
Galloway, J & Sood, SC 2005, 'Cell marketing: next generation segmentation', Conference Proceedings of the 2004 Australian and New Zealand Marketing Academy Conference: "Marketing Accountabilities and Responsibilities", Australian and New Zealand Marketing Academy Conference, ANZMAC, Wellington, New Zealand, pp. 1-6.
Sood, SC & Pattinson, HM 2007, 'Patterns of Negotiation: A New Way of Looking at Marketplace B2B Negotiations', ISSC 2004, Boston.
Miller, K, Sood, SC, Kattiyapornpong, U, Woodbridge, M & McDonnell, IG STCRC 2010, GLOBAL TOURISM AND TRAVEL DISTRIBUTION: changes, impacts and opportunity for Australian tourism, pp. 1-128, Gold Coast.
This study examines distribution changes in global distribution using a range methods and approaches. Firstly distribution structure in tourism is discussed as well as the participants in the tourism network and distribution channel, new participants, changes in technology, likely future trends and impacts of these changes. The future form of distribution is likely to be based on a customer centric business model that relies on, yet transcends technology. Indeed technology, especially a new generation or generations of smart hand held mobile devices can be expected to be so pervasive as to be effectively transparent to users.