Dr Robyn McCormack

I have had a successful career in sales and marketing with a specialty in the services industry and customer value retention, notably leading a team as National Sales Manager in the IT industry. Recently I completed my Ph.D. to pursue research interests bridging the fields of marketing and finance, finding my home at the University of South Australia. I have three key research areas. First, I seek to better understand how consumers make ethical decisions to inform practitioners how different marketing messaging alters ethical purchasing behaviour. Additionally, my second research interest aims to better understand the uptake of emerging trends such as non-fungible tokens (NFTs) and the classical theories that drive the success of new digital marketing strategies. Thirdly, I am interested in the practical uses of marketing to create value in an enterprise. This draws on the interplay between marketing and finance, and the corporation versus the consumer.

I currently lecture at the University of South Australia in the subjects of Global Marketing, Marketing Management and Leadership for Growth. Additionally, I recently completed marketing consulting specifically working on strategies to transition businesses from mining into renewables and improving environmental, social and governance (ESG) marketing. I have been involved in digital marketing since social media was in its infancy, consulting to service businesses on how to leverage value most effectively in their digital marketing. This industry experience continues to inform my research and provide avenues to deliver impact in industry with my research knowledge.

RESEARCH

McCormack, R., & Chowdhury, R. M. M. I. (2024). Moral Disengagement and Neutralization Techniques as Explanations of (un)Ethical Behavior. Journal of Consumer Affairs, https://doi.org/10.1111/joca.12575

Kent, P., Kent, R., McCormack, R., & Tarr, J. (2022). Disclosure of operational risk and cash flow statements by Australian superannuation funds before Covid-19. Accounting & Finance, 00, 1-23, https://doi.org/10.1111/acfi.12987.

Kent, P., McCormack, R., & Zunker, T. (2021). Employee disclosures in the grocery industry before the COVID-19 pandemic. Accounting & Finance, 61, 4833-4858, https://doi.org/10.1111/acfi.12755.

Qualifications

• Doctor of Philosophy Bond University