معرفی
Dr. David Sugianto Lie is a Lecturer in the Department of Marketing at Monash University. He holds a PhD in Marketing from the University of New South Wales (UNSW), where his doctoral research focused on 'Spatial and Strategic Asymmetries: The Role of the Idiosyncratic Local Market Structure on Pricing Strategies'. His work bridges theoretical marketing concepts with practical applications, emphasizing statistical modeling for business decision-making. He has taught marketing and statistics for six years at both undergraduate and postgraduate levels and consulted for Fortune 500 companies like Coca Cola Amatil and Telecom Malaysia.
Research Interests:
- Pricing strategies and optimization
- Retail analytics and customer experience
- Quantitative marketing methodologies (econometrics/machine learning)
- Sustainability in marketing
- Online consumer behavior and review dynamics
He leads a MSI-funded project ('Price Promotion Model for Every Day Low Pricing (EDLP) Retailers') and has presented research at venues like the Marketing Science Conference and AMA. His recent articles focus on consumer behavior around green consumption, online reviews' authenticity, and cross-cultural review helpfulness.
Grants & Collaborations:
- Marketing Science Institute (MSI) Grant (2024)
- Collaborations with researchers from multiple institutions on EDLP retail modeling
