Associate Professor Brian Low Koon Huat

Head of Department, Marketing

School of Business

brian.low@monash.edu
603 5514 4408
Room 6-5-12

Brian joined Monash University in 2013. He was previously on the faculty at the University of Western Sydney, Australia. Brian’s research interests are in the areas of B2B marketing, customer relationship management, industrial networks, marketing in emerging economies. The results of this work have been published in the Journal of Business Research, Industrial Marketing Management, Journal of Business and Industrial Marketing, Journal of Asia Pacific Research and two special issues. He is an editorial Board member of Industrial Marketing Management, Journal of Business and Industrial Marketing, and Journal of Business Market Management. His teaching includes Business-to-Business Marketing, Channel Management, Strategic Marketing Management, and Marketing in Emerging Economies, in undergraduate, postgraduate and executive programs (MBA, MIB and M.Bus).

Brian’s background include marketing management experience that involved strategic and marketing planning, channel management, market research and product management. Brian has also consulted and/or developed and executed in-house training programs for companies such as 3M, BP Castrol, Roche Diagnostic, and Orrcon Steel in the areas of B2B Marketing, Segmenting in B2B Marketing, Value-Based B2B Marketing Strategies, and Managing Customer Loyalty. He has also consulted with several companies in the U.S., Australia, China and New Zealand, such as the Gartner Group, ZhongXing Technology, China Telecom, China Mobile, Hyundai, Nissan Motor, Telstra, and Optus. Brian holds a Bachelors and a Masters degree in Commerce from the University of Auckland, New Zealand, and a DBA from the University of Western Sydney, Australia.

Academic Qualifications

Doctor of Business Administration
InstitutionUniversity of Western Sydney
Year awarded 2001
Master of Commerce
InstitutionUniversity of Auckland
Year awarded 1981
Bachelor of Commerce
InstitutionUniversity of Auckland
Year awarded 1979

Areas of Expertise

1B2B Marketing Management
2B2B Customer Relationship Management
3Industrial Networks
4Marketing in Emerging Economies

Teaching

Subject CodeSubject
MKW3440Marketing Strategy

Scholarly Journals

*Low, B. and Tran, T.K. (2016). The Influence of Social Practices in Brand Communities on University Branding: Evidence from Vietnam in Nguyen, B., Melewar, T.C., & Schultz, D.E.(Ed.) Asia Branding - Connecting Brands, Consumers and Companies, pp. 237-256. Palgrave Pubilcations
*Wu, A., Little, V., & Low, B. (2016) Inbound open innovation in pharmaceutical markets: A case study of an anti-diabetic drug in-licensing decision. Journal of Business and Industrial Marketing. Vol. 31(2).
*Low, B., Suraksha, G. and Balmer, J. (2015), “Brands in, from and to emerging markets: the role of Industrial Relationships." Industrial Marketing Management. Vol. 51 (1-10)
*Low, B., Johnston, W., and Wilson, T. (2012), “Scientific muddling: Decision making through a Lindblomian lens”, Journal of Business Research, Vol. 65, No. 6, pp. 717-719
*Low, B., Tang, Y., and Medhekar, M. (2012), “Green power electricity, public policy and disjointed incrementalism”, Journal of Business Research, Vol. 65, No. 6, pp. 802-806
*Low, B. and Johnston, W. (2012), “Emergent technologies, network paradoxes, and incrementalism”, Journal of Business Research, Vol. 65, No. 6, pp. 821-828
*Low, B. and Johnston, W. (2010), “Organizational network legitimacy and their impact on knowledge networks: The case of China’s TD-SCDMA mobility technology”, Journal of Business and Industrial Marketing, Vol. 25, No. 6, pp. 468 – 477
*Low, B. and Johnston, W. (2009), “The evolution of network positions in emergent and convergent technologies”, Journal of Business and Industrial Marketing, Vol. 24, No.5/6, pp. 431-438
*Low, B. and Johnston, W. (2008), “Securing and managing organizational legitimacy in a politically embedded, technological network: The case of Motorola China”, Industrial Marketing Management, Vol. 37, No. 8, pp. 873-879

Local Grants

Title The Adoption of Information & Computer Technology among FMM members
Investigators Assoc. Professor Brian Low (Principal Investigator),
Prof. Christina Lee, Dr. Lin Yang and Dr. Tan Choon Ling(Co-Investigator)
Funding Period Nov 2015 - April 2016
Funding Body/Organisation FFM
Title Selangor’s Industrial Development and Cluster Plan
Investigators Assoc. Professor Brian Low (Principal Investigator),
Professor Christina Lee & Professor Mahendhiran Nair (Co-Investigator)
Funding Period Jan 2015 – December 2015
Funding Body/Organisation Invest Selangor Bhd. (formerly Selangor State Investment Corporation Bhd.)
Title A Study on Industrial Parks in Selangor: Challenges and Opportunities
InvestigatorsAssoc. Professor Brian Low (Principal Investigator),
Professor Christina Lee & Professor Mahendhiran Nair (Co-Investigator)
Funding PeriodJan 2015 – September 2015
Funding Body/OrganisationFederation of Malaysian Manufacturers (Selangor)
TitleBusiness Sentiment Survey (2014/2015) – A Perspective from Malaysian Executives
InvestigatorsAssoc. Professor Brian Low (Principal Investigator),
Professor Christina Lee & Professor Mahendhiran Nair (Co-Investigator)
Funding PeriodJan 2014 – October 2014
Funding Body/OrganisationCPA Australia

Current Supervision

StudentTan Ser Zian
Title"Selling to the subconscious mind - A longitudinal analysis on media consumption habit”; (PhD)
StudentStephanie Cheah
Title "Sustainability agenda from a network legitimacy perspective”; (PhD)
StudentHenry Cheah
Title"Ethnic Housing Policy in Malaysia: Strategic Responses of actors from an Institutional Perspective”; (PhD)

Local Award

Award Name Pro Vice Chancellor Award of Excellence (Research)
Awarding Body Monash University Sunway campus
Year of award Sem 1, 2011
Project Title Gold Dinar and Business Cycle Studies
Award Name Pro Vice Chancellor Award of Excellence (Teaching)
Awarding Body Monash University Sunway campus
Year of award Sem 2, 2009
Project Title An activity-based approach in teaching Economics
Award Name Pro Vice Chancellor Award of Excellence (Teaching)
Awarding Body Monash University Sunway campus
Year of award Sem 1, 2009
Project Title Classroom Management
Award Name Best Paper at FEP Seminar
Awarding Body University Putra Malaysia
Year of award 2007
Project Title Managing Knowledge in the Borderless World
Award Name Bronze Medal at the Exhibition of Invention, Research & Innovation UPM
Awarding Body University Putra Malaysia
Year of award 2006
Project Title Decomposing the Malaysian Aggregate Shocks Using the Bayesian State-Space Based Approach
Award Name Bronze Medal at the Exhibition of Invention, Research & Innovation UPM
Awarding Body University Putra Malaysia
Year of award 2005
Project Title Optimum Currency Areas in East Asia: A Bayesian State-Spaced Based Approach

Local Presentation

* "Tolerance and Economic Growth" Public lecture at University Putra Malaysia, 26 April 2013.

International Presentation

* Trade integration and business cycles in East Asia. Paper session presented at the Singapore Economic Review Conference, Swissotel The Stamford, Singapore, August 2009.
* The endogeneity of optimum currency area in East Asia. Paper session presented at the FEP seminar “Managing Knowledge in the Borderless World”, Lumut, Perak, Malaysia, December 2007.
* Optimum currency areas in East Asia: A Bayesian State-Spaced based approach. Paper session presented at the 4th Global Conference on Business and Economics, Oxford University, June 2005.