معرفی
Associate Professor Gary Gregory is a distinguished academic at the University of New South Wales, where he serves in the School of Marketing within the Business School. He holds a Ph.D. in Marketing and International Business from the University of Texas, USA, and currently coordinates the Commerce Co-op Program while also serving as Associate Editor of the Australasian Marketing Journal.
His research spans multiple domains within marketing, with particular emphasis on cross-cultural advertising, consumer behavior across different cultural contexts, service offshoring, and nonprofit branding. Gregory has developed significant expertise in understanding how cultural values influence consumer responses to marketing stimuli, especially regarding humor in advertising across different national contexts.
Analysis of his recent publications reveals a consistent focus on service offshoring decision-making from consumer perspectives, brand salience in charitable contexts, and the application of service-dominant logic to innovation management. His work demonstrates a progression from traditional international marketing topics toward more specialized areas of service offshoring and nonprofit marketing.
- Associate Editor, Australasian Marketing Journal
Professor Gregory has supervised doctoral students including Miller RS, who completed research on donor decision-making in the charity sector. His research has been supported by numerous grants including Linkage Research Seed Funds from UNSW Business School, Centre for Social Impact Research Grants, and Australian Research Council funding. His projects have focused on differentiated fundraising strategies, service offshoring, cross-cultural advertising effectiveness, and e-commerce applications for exporting.
His work demonstrates strong engagement with both academic and practical applications of marketing theory, particularly in bridging cultural divides in international marketing contexts and addressing challenges in nonprofit sector marketing.
