Tania Bucic

Professor

CURRENT APPOINTMENTS

  • Associate Professor & Deputy Head, School of Marketing, UNSW Business School, UNSW Sydney
  • Ex-Officio Board Member (immediate past President), ANZMAC – Australian & New Zealand Marketing Academy
  • Fellow, UNSW Scientia Education Academy
  • Co-Director, Australian Business Case Network

As a researcher, Tania focuses on organisational and behavioural innovation. Her work appears in the Journal of Business Ethics, Industrial Marketing Management, Journal of Business Research, Journal of Strategic Marketing, Journal of Services Marketing, Australian Journal of Management, Marketing Intelligence and Planning, Journal of Marketing Education, International Journal of Innovation Management, among others. Tania’s research is predominantly applied and attracts close industry collaboration. Having worked with companies such as Fairfax, Flight Centre and McDonald’s, Tania’s work has received media attention in outlets including Marketing Magazine, Australian Financial Review, BOSS Magazine, Sydney Morning Herald, and National Australia Bank Director Magazine.

Tania’s scholarship in education is demonstrated by her publication of journal articles, and introductory Marketing textbook (McGraw Hill) that has achieved market leadership in the Australia & New Zealand region. In addition, her business-focused teaching case studies published with Ivey Publishing and Harvard Business Review, are internationally recognised as leading, with her Best Seller Award in 2019. Tania is co-Director of the Australia Business Case Network. 

As an educator, Tania’s teaching excellence has been recognised with her appointment as a UNSW Scientia Education Fellow from 2017. Her approach to teaching and learning has attracted positive outcomes including student engagement, uplifted results and high satisfaction. Tania has received peer recognition at international, national, and university levels with prestigious awards including: the Marketing Management Association, Master Teacher Award (USA), the Office of Learning and Teaching, Citation for Outstanding Contribution to Student Learning (Aus), Pearson – ANZMAC Marketing Educator of the Year Award (Aus & NZ), UNSW Vice Chancellor's Award for Teaching Excellence, UNSW Business School Bill Birkett Award for Teaching Excellence.

As a leader, beyond research and education, Tania has served as Deputy Head at the School of Marketing, UNSW for five years. She has also served as President and Vice President of the Australian & New Zealand Marketing Academy (ANZMAC). ANZMAC is the foremost marketing academy in the region, representing marketing academics in Australia, New Zealand, and increasingly, Asia and Europe.

 

 

Journal articles
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Ngo L; Bucic T; Sinha A; Lu V, 2019, 'Effective sense-and-respond strategies: Mediating roles of exploratory and exploitative innovation', Journal of Business Research, vol. 94, pp. 154 - 161, http://dx.doi.org/10.1016/j.jbusres.2017.10.050
2019
Northey G; Govind R; Bucic T; Chylinski M; Dolan R; van Esch P, 2018, 'The effect of “here and now” learning on student engagement and academic achievement', British Journal of Educational Technology, vol. 49, pp. 321 - 333, http://dx.doi.org/10.1111/bjet.12589
2018
Nguyen N; Ngo L; Bucic T; Phong N, 2017, 'Cross-functional knowledge sharing, coordination and firm performance: The role of cross-functional competition', Industrial Marketing Management, vol. 71, pp. 123 - 134, http://dx.doi.org/10.1016/j.indmarman.2017.12.014
2017
Bucic T; Ngo LV; Sinha A, 2017, 'Improving the effectiveness of market-oriented organisation: Empirical evidence from an emerging economy', Australian Journal of Management, vol. 42, pp. 308 - 308, http://dx.doi.org/10.1177/0312896215611189
2017
Luu NT; Hau LN; Ngo LV; Bucic T; Cuong PH, 2016, 'Outcome versus Process Value in Service Delivery', Journal of Services Marketing, vol. 30, pp. 630 - 642, http://dx.doi.org/10.1108/JSM-12-2014-0410
2016
Bucic T; Robinson LJ, 2016, 'Motivational engagement in the marketing classroom: individual goal orientations and class climate', Journal of Strategic Marketing, vol. 25, pp. 164 - 177, http://dx.doi.org/10.1080/0965254X.2016.1182579
2016
Northey G; Bucic T; Chylinski M; Govind R, 2015, 'Increasing Student Engagement Using Asynchronous Learning', Journal of Marketing Education, vol. 37, pp. 171 - 180, http://dx.doi.org/10.1177/0273475315589814
2015
Tjiptono F; Arli ; Bucic T, 2014, 'Consumer confusion proneness: insights from a developing economy', Marketing Intelligence & Planning, vol. 6, pp. 722 - 734, http://dx.doi.org/10.1108/MIP-05-2013-0082
2014
Harris JA; Arli D; Bucic T; Lasmono H, 2014, 'Perceptions of Corporate Social Responsibility Among Indonesian College Students', Journal of Asia-Pacific Business, vol. 15, pp. 231 - 259, http://dx.doi.org/10.1080/10599231.2014.934634
2014
Bucic T; Ngo LV, 2013, 'Achieving alliance innovation via alliance learning: An empirical study', International Journal of Innovation Management, vol. 17, pp. 1350013 - 1350013, http://dx.doi.org/10.1142/S1363919613500138
2013
Bucic T; Harris JA; Arli D, 2012, 'Ethical Consumers Among the Millennials: A Cross-National Study', Journal of Business Ethics, vol. 110, pp. 113 - 131, http://dx.doi.org/10.1007/s10551-011-1151-z
2012
Bucic T; Ngo LV, 2011, 'Examining drivers of collaborative inbound open innovation: empirical evidence from Australian firms', International Journal of Innovation Management, vol. 16, pp. 1250017 - 1250017, http://dx.doi.org/10.1142/S1363919611003660
2011
Bucic T; Robinson L; Ramburuth P, 2010, 'Effects of leadership style on team learning', Journal of Workplace Learning, vol. 22, pp. 228 - 248, http://dx.doi.org/10.1108/13665621011040680
2010
Bucic T; Gudergan S, 2004, 'The Impact of Organizational Settings on Creativity and Leaning in Alliances.', M@n@gement, vol. 7, pp. 257 - 273, http://dx.doi.org/10.3917/mana.073.0257
2004
Other
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Bucic T; Garcia A, 2018, The Aldi Brand: Private-Label Success in Australia, Harvard Business Review, Ivey Business School, https://hbr.org/product/the-aldi-brand-private-label-success-in-australia/W18250-PDF-ENG
2018
Bucic T; Singh G, 2018, Apple Watch: Managing Innovation Resistance, Harvard Business Review, Ivey Business School, https://hbr.org/product/apple-watch-managing-innovation-resistance/W18034-PDF-ENG
2018
Conference Papers
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Bucic T; Vigentini L; King M, 2018, 'Disruptive innovation in marketing education: A personalized learning design', in Lindgren L; Samii L; Sullivan U (eds.), The Future of Marketing Education is Now: 2018 Annual Fall Conference Proceedings, Marketing Management Association, Kansas City, MO, USA, pp. 20 - 24, presented at 23rd Marketing Management Association Fall Conference, Kansas City, MO, USA, 19 September 2018 - 21 September 2018, http://www.mmaglobal.org/publications/Proceedings/2018-MMA-Fall-Educators-Conference-Proceedings.pdf
2018
Kim D; Bucic T; Ngo LV; Sinha A, 2018, 'Horizontal brand and vertical line extensions: the role of fit and directionality in creating long-term shareholder value', in Horizontal brand and vertical line extensions: the role of fit and directionality in creating long-term shareholder value, 2018 Theory and Practice in Marketing Conference, UCLA, Los Angeles, CA, presented at 2018 Theory and Practice in Marketing Conference, UCLA, Los Angeles, CA, -
2018
Gill O; Bucic T; Ngo LV, 2017, 'Balancing product design innovativeness and consumer innovativeness', in Balancing product design innovativeness and consumer innovativeness, ANZMAC 2017, Melbourne, presented at ANZMAC 2017, Melbourne, -
2017
Kim D; Bucic T; Ngo LV; Sinha A, 2016, 'Measuring the impact of brand leveraging strategies using shareholder-oriented value metrics: the case of Automobile industry', in Measuring the impact of brand leveraging strategies using shareholder-oriented value metrics: the case of Automobile industry, ANZMAC 2016, Marketing in the Post-Disciplinary Era, New Zealand, presented at ANZMAC 2016, Marketing in the Post-Disciplinary Era, New Zealand, -
2016
Kim D; Bucic T; Ngo LV; Sinha A, 2016, 'Horizontal and vertical brand extensions impact on the case of automobile industry', in Horizontal and vertical brand extensions impact on the case of automobile industry, 38th ISMS Marketing Science Conference, Shanghai, presented at 38th ISMS Marketing Science Conference, Shanghai, -
2016
Nguyen P; Ngo L; Bucic T; Nguyen P, 2015, 'Performance Implication of Cross-Functional Coopetition and Knowledge Sharing', in Sinha A; Cadeaux J; Bucic T (eds.), 2015 ANZMAC Conference Proceedings: Innovaton and Growth Strategies in Marketing, 2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing, Sydney, NSW, Australia, presented at 2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing, Sydney, NSW, Australia, 30 November 2015 - 02 December 2015, http://www.anzmac.org/resources/view/ANZMAC-2015-Proceedings
2015
Gill O; Bucic T; Ngo L, 2014, 'Innovators and New Product Adoption: Understanding, Capture and Prediction', in Rundle-Thiele S; Kubacki K; Arli D (eds.), 2014 ANZMAC Conference: Agents of Change, ANZMAC, Griffith Unviersity, Brisbane, Queensland, Australia, pp. 304 - 310, presented at 2014 ANZMAC Conference: Agents of Change, Griffith Unviersity, Brisbane, Queensland, Australia, 01 December 2014 - 03 December 2014, http://www.anzmac.org/conferences/view/Agents-of-Change
2014
Lasky ; Bucic T; Ngo , 2014, 'Individual Innovators within Skunk Works', in PIM 2014 Research Forum Submissions, PDMA Headquarters, Denver, Colorado, USW, presented at Prodict Innovation Management: Product Development Management Association, Denver, Colorado, USW, 18 October 2014 - 22 October 2014
2014
Luu N; Ngo LV; Le H; Bucic T, 2014, 'Does relationship strength matter? empirical evidence from an emerging economy', in Does relationship strength matter? empirical evidence from an emerging economy, ANZMAC 2014, Brisbane, Australia, presented at ANZMAC 2014, Brisbane, Australia, -
2014
Lasky N; Bucic T; Ngo LV, 2014, 'Individual change agents, skunk works and effectuation for radical innovation', in Individual change agents, skunk works and effectuation for radical innovation, ANZMAC 2014, Brisbane, Australia, presented at ANZMAC 2014, Brisbane, Australia, -
2014
Ngo LV; Bucic T, 2011, 'The mediating role of alliance learning on alliance innovation: An empirical study', in Proceedings of ANZMAC 2011, ANZMAC, Perth, WA, pp. 1 - 9, presented at ANZMAC 2011, Perth, WA, http://anzmac.org/conference/2011/Papers%20by%20Presenting%20Author/Ngo,%20Liem%20Paper%20070.pdf
2011
Arli D; Bucic T; Harris JA; Lasmono H, 2011, 'Consumers' Perception toward Corporate Social Responsibility in a Developing Country: Is it a Gender Issue?', in Proceedings of ANZMAC 2011, ANZMAC, Perth, WA, pp. 1 - 8, presented at ANZMAC 2011, Perth, WA, http://anzmac.org/conference/2011/Papers%20by%20Presenting%20Author/Arli,%20Denni%20Paper%20133.pdf
2011
Bucic T; Robinson L, 2010, 'An Insight Into Team Goal Orientation in the Marketing Classroom', in 2010 Global Marketing Conference Proceedings, Global Marketing Conference, Tokyo, Japan, presented at Global Marketing Conference, Tokyo, Japan, 09 September 2010 - 12 September 2010
2010
Bucic T; Baker T, 2009, 'Using auto/ethnography to gain insight into teaching with problem-based learning: A student`s perspective.', in ANZMAC 2009 Conference Proceedings, Australia New Zealand Marketing Academy, Melbourne, Australia, presented at ANZMAC 2009 Conference, Melbourne, Australia, 30 November 2009 - 02 December 2009
2009
Bucic T; Robinson LJ, 2009, 'Teams for Performance!', in ANZMAC 2009 Conference Proceedings, Australia New Zealand Marketing Academy, Melbourne, Australia, presented at ANZMAC 2009 Conference, Melbourne, Australia, 30 November 2009 - 02 December 2009
2009
Bucic T; Robinson LJ, 2008, 'A Conceptual Model of Team Efficacy,', in A Conceptual Model of Team Efficacy,, American Marketing Association Conference, USA., USA, presented at American Marketing Association Conference, USA., USA
2008
Robinson LJ; Bucic T, 2007, 'Team Efficacy: Why Goal Orientation Matters', in Reputation, Responsibility, Relevance: ANZMAC 2007 Conference, Australian and New Zealand Marketing Academy Conference 2007, Dunedin, New Zealand., presented at Australian and New Zealand Marketing Academy Conference 2007, Dunedin, New Zealand., 03 December 2007 - 05 December 2007
2007
Robinson LJ; Bucic T, 2007, 'Antecedents and Consequences of Team Efficacy: Theoretical Model', in Reputation, Responsibility, Relevance: ANZMAC 2007 Conference, Australian and New Zealand Marketing Academy Conference 2007, Dunedin, New Zealand., presented at Australian and New Zealand Marketing Academy Conference 2007, Dunedin, New Zealand., 03 December 2007 - 05 December 2007
2007
Robinson LJ; Bucic T; De Ruyter K, 2006, 'Conceptual Foundations for a Model of Team Efficacy.', in ANZMAC 2006 Conference, ANZMAC 2006 Conference, Brisbane, Qld, presented at ANZMAC 2006 Conference, Brisbane, Qld, 04 December 2006 - 06 December 2006
2006
Bucic T; de Ruyter K; Ng AK, 2006, 'Stewardship and efficacy.', in ANZMAC 2006 Conference, ANZMAC 2006 Conference, Brisbane, Qld, presented at ANZMAC 2006 Conference, Brisbane, Qld, 04 December 2006 - 06 December 2006
2006
Bucic T; Atuahene-Gima K, 2005, 'Antecedents and Outcomes of Problem-Solving in Product Development', in EMAC: European Marketing Academy Conference (2005), EMAC: European Marketing Academy Conference (2005), Milan Italy, presented at EMAC: European Marketing Academy Conference (2005), Milan Italy, 25 May 2005 - 27 May 2005
2005
Bucic T; Robinson LJ, 2005, 'Team Leadership and Learning in Educational Organisations', in ANZMAC 2005 Conference, ANZMAC 2005 Conference, Fremantle, WA, presented at ANZMAC 2005 Conference, Fremantle, WA, 05 December 2005 - 07 December 2005
2005
Ng AK; Bucic T; De Ruyter K, 2005, 'A Stewardship Perspective of the Marketing Exchange', in ANZMAC 2005 Conference, ANZMAC 2005 Conference, Fremantle, WA, presented at ANZMAC 2005 Conference, Fremantle, WA, 05 December 2005 - 07 December 2005
2005
Bucic T, 2005, 'Learning, Leadership Styles and Innovation in Boundary Spanning Teams', in EMAC: European Marketing Academy Conference (2005), EMAC: European Marketing Academy Conference (2005), Milan Italy, presented at EMAC: European Marketing Academy Conference (2005), Milan Italy, 25 May 2005 - 27 May 2005
2005
Bucic T; Atuahene-Gima K, 2005, 'The Social Capital of the Top Marketing Team, Inter-firm Market Learning Capability and Business Performance', in EMAC: European Marketing Academy Conference (2005), EMAC: European Marketing Academy Conference (2005), Milan Italy, presented at EMAC: European Marketing Academy Conference (2005), Milan Italy, 25 May 2005 - 27 May 2005
2005
Bucic T; Gudergan S, 2004, 'Rethinking the structural factors in inter-organisational marketin gsettings: Empirical conclusions', in EMAC: European Marketing Academy Conference (2004), EMAC: European Marketing Academy Conference (2004), Murcia, Spain, presented at EMAC: European Marketing Academy Conference (2004), Murcia, Spain, 18 May 2004 - 21 May 2004
2004
Bucic T; Gudergan S, 2004, 'Innovation in Alliances', in IMS (Intelligent Manufacturing Systems)- International Forum 2004, IMS (Intelligent Manufacturing Systems)- International Forum 2004, Cernobbio, Italy, presented at IMS (Intelligent Manufacturing Systems)- International Forum 2004, Cernobbio, Italy, 17 May 2004 - 19 May 2004
2004
Bucic T, 2004, 'Factors driving alliance formation and common strategic purposes.', in EMAC: European Marketing Academy Conference (2004), EMAC: European Marketing Academy Conference (2004), Murcia, Spain, presented at EMAC: European Marketing Academy Conference (2004), Murcia, Spain, 18 May 2004 - 21 May 2004
2004
Bucic T; Gudergan S, 2004, 'Formative versus reflective measurement implications for explaining innovation in marketing partnerships', in ANZMAC 2005 Conference, Australian and New Zealand Marketing Academy Conference 2004, Wellington, New Zealand, presented at Australian and New Zealand Marketing Academy Conference 2004, Wellington, New Zealand, 29 November 2004 - 01 December 2004
2004
Bucic T; Gudergan S, 2004, 'Vanishing Tetrads for Formative Measurement Scale Testing: An Application to a Model Explaining Innovation in Marketing Partnerships', in Stremersch S (ed.), INFORMS - Marketing Science, INFORMS - Marketing Science, Rotterdam, The Netherlands, pp. 1 - 1, presented at INFORMS - Marketing Science, Rotterdam, The Netherlands, 23 June 2004 - 26 June 2004
2004
Books
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Grewal D; Levy A; Mathews S; Harrigan P; Bucic T; Kopanidis F, 2017, Marketing 2e, 2e, McGraw Hill, http://www.mheducation.com.au/9781743766699-aus-marketing-2e
2017
Grewal D; Levy M; Mathews S; Harrigan P; Bucic T, 2014, Marketing, 1, McGraw-Hill Education Australia, North Ryde, N.S.W. McGraw-Hill Education Australia, 2014., http://www.mheducation.com.au/9781743079287-aus-connect-plus-online-access-for-marketing/
2014
Conference Proceedings (Editor of)
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Sinha A; Cadeaux J; Bucic T, (eds.), 2015, 'Innovation and Growth Strategies in Marketing', UNSW Australia, presented at 2015 Australia and New Zealand Marketing Academy Conference (ANZMAC), University of New South Wales, Sydney, NSW Australia, 30 November 2015 - 02 December 2015, http://www.anzmac.org/resources/view/ANZMAC-2015-Proceedings
2015
Book Chapters
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Bucic T, 2008, 'Caffe Brioso – The Library Lawn Coffee Cart', in Hair J; Jr ; Lukas B; Miller K; Bush R; Ortinau D (ed.), Marketing Research, edn. Original, McGraw Hill, Australia, pp. 4.1
2008
Bucic T, 2008, 'Sydney Water: Interviews', in Hair J; Jr ; Lukas B; Miller K; Bush R; Ortinau D (ed.), Marketing Research, edn. Original, McGraw Hill, Australia, pp. 5.2
2008
Bucic T, 2008, 'TALGA – The Australian Lavender Growers’ Association: Identifying segments', in Hair J; Jr ; Lukas B; Miller K; Bush R; Ortinau D (ed.), Marketing Research, edn. Original, McGraw Hill, Australia, pp. 5
2008
Bucic T, 2008, 'The Library Lawn Coffee Cart', in Hair J; Jr ; Lukas B; Miller K; Bush R; Ortinau D (ed.), Marketing Research, edn. Original, McGraw Hill, Australia, pp. 5.1
2008
Bucic T, 2008, 'TALGA – the Australian Lavender Growers’ Association: Where to concentrate?', in Hair J; Jr ; Lukas B; Miller K; Bush R; Ortinau D (ed.), Marketing Research, edn. Original, McGraw Hill, Australia, pp. 8.2
2008
Bucic T, 2008, 'Westpac Bank: innovative promotions', in Hair J; Jr ; Lukas B; Miller K; Bush R; Ortinau D (ed.), Marketing Research, edn. Original, McGraw Hill, Australia, pp. 8.1
2008
Conference Presentations
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Bucic T, 2007, 'Social Learning Theory: A Postgraduate Marketing Education Tool', presented at ISSOLT Conference, Sydney Australia, Sydney Australia
2007

2019     Ivey Publishing Global Best Seller Award

2018     Marketing Management Association, Master Teacher Award (USA)

2017     UNSW Scientia Education Fellowship

2017     Business School, Bill Birkett Award for Teaching Excellence

2016     Honorable Mention, Turnitin Student Engagement Award (Australia)

2015     ANZMAC Best Paper in Marketing Strategy Track: ANZMAC Conference

2013     Citation for Contribution to Student Learning, Office of Learning and Teaching (national)

2012     ANZMAC Pearson Emerging Marketing Educator of the Year Award (Aus & NZ)

2011     Vice Chancellor’s Award for Teaching Excellence, UNSW

2011     Bill Birkett Award for Teaching Excellence, Australian School of Business, UNSW

  • 2020  UNSW Health@Business Grant 
  • 2020  UNSW BSchool Case Writing Grant 
  • 2017  Scientia Education Investment Fund (SEIF) Silver Star Award 
  • 2017  UNSW Office of the PVC(E)+UNSW BSchool (Large Foundation Course Innovation and Digitisation Project)
  • 2016 BusinessThink UNSW (Innovation Development Grant)
  • 2015 UNSW Business School (Enhancing the student experience in marketing courses)
  • 2010 ASBRG, UNSW 
  • Innovation processes and innovation management
  • Marketing and growth strategies
  • Emerging technologies and innovation
  • Marketing/management education

MARK5813 Creativity and Innovation in Marketing (2020-) postgraduate [Experience score 100%]

*MARK1012 – Marketing Fundamentals (2017- current) – undergraduate n>1,000 [*Teaching Excellence Award Received]

*MARK2052 – Marketing Research (2004-2015) –undergraduate n >400 [*Teaching Excellence Award Received]

*MARK2085 – Consumer Centric Innovation (2015-2017) – undergraduate n >250 [*Teaching Excellence Award Received]

COMM5010 – Marketing, Management & Strategy (2014-2016) – postgraduate capstone n >80

GENC6001 – Marketing and the Consumer 2015 – undergraduate elective n >120