Lara Moroko

Lara Moroko is an Adjunct Professor at the Macquarie Business School, specializing in marketing with a focus on employer branding, internal marketing, and customer engagement. Her work explores the application of service-dominant logic to marketing practices, strategic brand management, and value co-creation in business contexts.

Research Interests

• Employer Branding
• Internal Marketing
• Service-Dominant Logic
• Customer Orientation
• Market Segmentation
• Strategic Marketing

Key Research Trends: Lara’s publications (2005–2020) emphasize employer branding, value capture in marketing, internal marketing frameworks, and the evolution of customer orientation. Her collaborative work spans entrepreneurship, cross-university curriculum development, and social platform integration in education.

Activities

• Smart Disruption: Innovation for Australian organizations (2016)
• From Start-Up to Grown-Up: Governance in Start-Ups (2015)
• Innovating face-to-face learning using social platforms (2018)

Media Engagements

• Expert commentary on employee/customer-driven brand value creation (2016)
• Research on employer branding (2009)