Associate Professor Brian Low Koon Huat
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 | |
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| Institution | University of Western Sydney |
| Year awarded | 2001 |
| Master of Commerce | |
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| Institution | University of Auckland |
| Year awarded | 1981 |
| Bachelor of Commerce | |
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| Institution | University of Auckland |
| Year awarded | 1979 |
Areas of Expertise
| 1 | B2B Marketing Management |
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| 2 | B2B Customer Relationship Management |
| 3 | Industrial Networks |
| 4 | Marketing in Emerging Economies |
Teaching
| Subject Code | Subject |
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| MKW3440 | Marketing 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 |
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| * | 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 |
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| 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 |
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| 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 |
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| Investigators | Assoc. Professor Brian Low (Principal Investigator), Professor Christina Lee & Professor Mahendhiran Nair (Co-Investigator) |
| Funding Period | Jan 2015 – September 2015 |
| Funding Body/Organisation | Federation of Malaysian Manufacturers (Selangor) |
| Title | Business Sentiment Survey (2014/2015) – A Perspective from Malaysian Executives |
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| Investigators | Assoc. Professor Brian Low (Principal Investigator), Professor Christina Lee & Professor Mahendhiran Nair (Co-Investigator) |
| Funding Period | Jan 2014 – October 2014 |
| Funding Body/Organisation | CPA Australia |
Current Supervision
| Student | Tan Ser Zian |
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| Title | "Selling to the subconscious mind - A longitudinal analysis on media consumption habit”; (PhD) |
| Student | Stephanie Cheah |
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| Title | "Sustainability agenda from a network legitimacy perspective”; (PhD) |
| Student | Henry Cheah |
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| 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) |
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| 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) |
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| 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) |
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| Awarding Body | Monash University Sunway campus |
| Year of award | Sem 1, 2009 |
| Project Title | Classroom Management |
| Award Name | Best Paper at FEP Seminar |
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| 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 |
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| 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 |
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| 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. |
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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. |
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| * | 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. |