Profiles

Gauri Laud

UTAS Home Dr Gauri Laud

Gauri Laud

Lecturer in Marketing

Room 411 , Centenary Building

03 6226 5716 (phone)

Gauri.Laud@utas.edu.au

Dr. Laud is a Researcher and Lecturer in Services Marketing at the University of Tasmania, Tasmanian School of Business and Economics. Her research interests lie in understanding the dynamics of collaborative processes in service ecosystems, developing knowledge of value co-creation practices, customer creativity for service innovation and enhancing consumer well-being through transformative service research. She is currently leading projects investigating the role of artificial intelligence (e.g. service robots) in services capes and its implications for customer experience in aged care services, Co-designing Marketing L.A.Bs for improving community well-being among Tasmanian small business owners, the impact of hyper-engagement in service systems (e.g. wearable technology) on consumer well-being and developing service innovation frameworks. Gauri adopts quantitative research methods such as structural equation modelling, social network analysis and qualitative research methods. Gauri’s past and present research projects are characterised by both high theoretical rigour and managerial relevance. In her work, the focus is on achieving quality and high-impact outcomes for all stakeholders. Various industry partners have recognised the resultant economic and societal impact of her research.

Biography

Prior to joining the University of Tasmania, Gauri was a doctoral scholar and lecturer at the RMIT University, Melbourne. Gauri also has extensive experience working as a Senior Brand Manager, Marketing Coordinator in Pharmaceuticals, Hospitality and Education management in the Asia-Pacific countries.

Career summary

Qualifications

Degree

Title of Thesis (if appropriate)

University

Country

Date of Award

PhD

The role of embeddedness for resource integration and Value co-creation in Service Systems

RMIT University

Australia

December 2015

MBUS (Marketing)

Understanding the Neo-liberalised Indian Tourist : Exploring their preferences of Australia as a vacation destination

RMIT University

Australia

December 2008

MBA

NA

University of Pune

India

June 2004

Languages (other than English)

  • Hindi
  • Marathi

Memberships

Professional practice

  • Academy of Marketing Science
  • American Marketing Association
  • Australian Marketing Institute
  • Australia and New Zealand Marketing Academy

Committee associations

  • Founder of Digital literacy Initiative India Program – an association that offers digital literacy opportunities to the under privileged in urban and rural India.
  • Editorial Review Board Member, Journal of Service Theory and Practice

Administrative expertise

  • Major Co-ordinator, Masters of Marketing
  • Faculty Research Committee Marketing Discipline Representative
  • Successfully completed UTAS Women in Leadership training program and seeking leadership opportunities

Teaching

Services Marketing, Professional Services, Service Quality, New Product and Service Development, Service Innovation, Service Design Thinking, Customer Experience

Teaching expertise

Gauri has extensive experience in unit coordination and teaching different marketing units, such as market research, marketing principles, service marketing, consumer behaviour, professional services marketing, new product/service development innovation, international marketing at under graduate and postgraduate levels. Gauri adopts blended innovative teaching techniques (e.g. flip-class, storytelling as a strategic professional skill, developing creativity and problem-solving skills using business simulations, pitchfest), which have resulted in quality student learning experiences.  Her teaching philosophy is informed by her research interests in collaborative processes and, therefore, is socially constructed to offer students avenues to build and leverage their relationships with other students for peer-to-peer learning and research-led, self-directed learning. This approach also allows students to develop the skills essential for becoming effective managers in contemporary business scenarios.

Teaching responsibility

Since joining TSBE in 2016, Gauri is the unit coordinator of the following units across all University campuses and teaching modes.

  • BMA258 Services Marketing (undergraduate)
  • BMA606 Services Marketing (post-graduate)
  • BMA 608 New Product and Service Development (post-graduate)

Research Invitations

  • “University as an Agent of Change: Investigating the Need for L.A.B  Services to Promote Community Well-being’, Australia and New Zealand Marketing Association Conference (2018)
  • “Innovation in Online Communities: Conditions for Customer Creativity and Participation”, American Marketing Association-10th Servsig Conference (2018)
  • “Service System Well-being–Conceptualising a Macro-level Concept”, American Marketing Association-10th Servsig Conference (2018)
  • “Customer Creativity and Willingness to Contribute to Co-creative Innovation in Online Communities”, Innovation and Product Management Conference (2018)
  • “Co-created Obsession and Overstimulation in Online Service Environments”, Frontiers in Service, New York (2017)
  • “Understanding Conditions of Customers’ Co-creation in a Service System”, ANZMAC Conference, Christchurch, New Zealand (2016).
  • “Value (Co)–destruction: A Synthesis of Processes and Outcomes”, Co-creation in Service and Customer Engagement Symposium, Berlin (2016).
  • “Collaborative Processes in Service Ecosystems”, a faculty research workshop conducted at the Indian Institute of Management, Ahmedabad, India (2016).
  • “Service Systems and Role of Embeddedness”, faculty research seminar, Shiv Nadar University, New Delhi, India (2016).
  • “The Role of Potential Boundary Conditions on Value Co-creation Behaviour in Service Systems”,  Naples Forum on Service, Italy (2015).
  • Marketing Brown Bag Seminar, School of Economics, Finance and Marketing,  RMIT University (2015).
  • “Structural Equation Modelling Master Class”, conducted for the School of Economics, Finance and Marketing Higher Degree by Research (HDR) students (2015).
  • “Facilitating Team-based Learning Activities in a Large Class Setting”, Finance and Marketing Seminar Series, RMIT University School of Economics, Melbourne, Australia (2014).
  • “Why Consumers Seek Coolness: Evidence from the Arab World”, World Marketing Congress, Melbourne, Australia (2013).
  • “Enriching Service-dominant Logic Research through a Social Capital Perspective: The Role of Embeddedness for Resource Integration”, Naples Forum on Service, Naples, Italy (2013).
  • “Use of Embedded Brand Communities”, ANZMAC Conference, Perth, Australia (2011).
  • “Use of Social Media Pages as a Learning, Teaching and Course Experience Tool”, RMIT University Professional Development Workshop, Melbourne, Australia (2011).

View more on Dr Gauri Laud in WARP

Expertise

Research areas/expertise:

  • Customer creativity and service innovation
  • Transformative service research and consumer and community well-being
  • Understanding value co-creation and destruction processes
  • Overconsumption and hyper-engagement within digital service systems
  • System thinking and multi-stakeholder perspective
  • Role of emerging technologies (e.g. artificial Intelligence, machine learning) in service scapes
  • Sharing economy business models

Skills:

  • Structural equation modelling (use of LISERAL, AMOS and SEM-PLS)
  • Social network analysis
  • SPSS
  • Business simulations
  • Social media analytics
  • Service design thinking

Research Themes

Gauri’s research interests include building knowledge about collaborative value-creating processes in service ecosystems, nurturing creativity for service innovation, improving consumer well-being through transformative services and sustainable consumer cultures. Her research aligns with the University’s research theme of Person in Context; Collaborative Entrepreneurship and Innovation; and Sustainability in Business and Community. Gauri is involved with many research projects with Australian and international collaborators.

Collaboration

Gauri is currently involved in seven international projects. These collaborative projects are in partnership with universities in New Zealand, Finland, Germany, USA, Canada, UK, Taiwan and Singapore.

Awards

  • 2019: University of Tasmania Teaching Excellence Merit Certificate
  • 2018: American Marketing Association – Servsig Conference Best Conference Finalists Paper Award for ‘Service System Well-Being – Conceptualising a Macro- level Concept’
  • 2011: Doctoral Travel Award, Australia and New Zealand Marketing Academy Conference

Current projects

Gauri is involved with research projects on the implications of technology-infusions with AI , machine learning in service systems and its implications for service customer and employee experiences and well-being outcomes. Her projects in transformative service research and co-design are focussed on developing multi-stakeholder perspectives to develop solutions for improving community well-being. How to nurture customer creativity resource for facilitating co-innovation practices by service organisations. Co-creating unhealthy obsessions due to hyper-engagement in digital service systems, mapping manifestations of value co-destruction in service systems.

Fields of Research

  • Marketing theory (350608)

Research Objectives

  • Marketing (150303)

Publications

Gauri has published in high-quality international marketing journals such as Marketing Theory, Journal of Services Marketing, Journal of Service Management and Journal of Service Theory and Practice. Gauri’s recent project of conceptualising service system well-being has received the Servsig Best Conference Finalist award from the American Marketing Association. She has also published and presented her research at several national and international marketing conferences. She is on the Editorial Review Board of Journal of Service Theory and Practice.

Total publications

33

Highlighted publications

(1 outputs)
YearTypeCitationAltmetrics
2019Journal ArticleLaud G, Bove L, Ranaweera C, Leo WWC, Sweeney J, et al., 'Value co-destruction: a typology of resource misintegration manifestations', Journal of Services Marketing, 33, (7) ISSN 0887-6045 (2019) [Refereed Article]

DOI: 10.1108/JSM-01-2019-0022 [eCite] [Details]

Citations: Scopus - 13Web of Science - 12

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Journal Article

(7 outputs)
YearCitationAltmetrics
2021Baker J, Kearney T, Laud G, Holmlund M, 'Engaging users in the sharing economy: Individual and collective psychological ownership as antecedents to actor engagement', Journal of Service Management ISSN 1757-5818 (2021) [Refereed Article]

DOI: 10.1108/JOSM-08-2020-0300 [eCite] [Details]

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2019Laud G, Bove L, Ranaweera C, Leo WWC, Sweeney J, et al., 'Value co-destruction: a typology of resource misintegration manifestations', Journal of Services Marketing, 33, (7) ISSN 0887-6045 (2019) [Refereed Article]

DOI: 10.1108/JSM-01-2019-0022 [eCite] [Details]

Citations: Scopus - 13Web of Science - 12

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2019Leo WWC, Laud G, Chou C, 'Service system well-being: conceptualising a holistic concept', Journal of Service Management, 30, (6) pp. 766-792. ISSN 1757-5826 (2019) [Refereed Article]

DOI: 10.1108/JOSM-01-2019-0036 [eCite] [Details]

Citations: Scopus - 6Web of Science - 5

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2017Laud G, Karpen I, 'Value co-creation behaviour - role of embeddedness and outcome considerations', Journal of Service Theory and Practice, 27, (4) pp. 778-807. ISSN 2055-6225 (2017) [Refereed Article]

DOI: 10.1108/JSTP-04-2016-0069 [eCite] [Details]

Citations: Scopus - 21Web of Science - 20

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2015Laud G, Karpen IO, Mulye R, Rahman K, 'The role of embeddedness for resource integration: Complementing S-D logic research through a social capital perspective', Marketing Theory, 15, (4) pp. 509-535. ISSN 1470-5931 (2015) [Refereed Article]

DOI: 10.1177/1470593115572671 [eCite] [Details]

Citations: Scopus - 44Web of Science - 36

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2013Rahman K, Mulye R, Laud G, 'Fakes and fashion: Understanding counterfeit crisis in the Middle East', European Advances in Consumer Research, 10 pp. 90-94. ISSN 0098-9258 (2013) [Refereed Article]

[eCite] [Details]

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2013Rahman K, Mulye R, Laud G, 'Theoretical underpinnings of brand architecture strategies using models of stereotypic change to understand sub-brands', Asia-Pacific Advances in Consumer Research, 10 pp. 402-406. ISSN 0098-9258 (2013) [Refereed Article]

[eCite] [Details]

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Conference Publication

(22 outputs)
YearCitationAltmetrics
2021Kearney T, Baker J, Laud G, Holmlund M, 'A Typology of users Psychological Ownership and Engagement in the Sharing Economy', SERVSIG 2020 Conference and Student Research Colloquium (In Press) [Conference Extract]

[eCite] [Details]

2021Laud G, Robinson L, 'Consumer Data Integration Process for Value Co-creation in Service systems', SERVSIG 2020 Conference and Student Research Colloquium (In Press) [Conference Extract]

[eCite] [Details]

2021Laud G, Robinson LJ, 'The Consumer Data Integration Process in Tech-infused Service Systems', Frontiers In Service Conference, 25 - 29 June 2020, Babson College, Massachusetts (In Press) [Conference Extract]

[eCite] [Details]

2020Siriwardana S, Laud G, Rajaguru R, 'Understanding service exclusion through value co-creation paradigm', 2020 Global Marketing Conference at Seoul (Virtual Conference), 5-8 November, online (2020) [Conference Extract]

DOI: 10.15444/GMC2020.10.04.02 [eCite] [Details]

Co-authors: Siriwardana S; Rajaguru R

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2019Laud G, Rajaguru R, 'Student's creativity confidence for learning success', 2019 ANZMAC Conference Proceedings, 2-4 December 2019, Wellington, NZ, pp. 987-990. ISSN 1447-3275 (2019) [Conference Extract]

[eCite] [Details]

Co-authors: Rajaguru R

2019Laud G, Ranaweera C, Leo C, Sedighadeli S, Roy S, 'Frontline employees automated social presence (ASP) cocreation orientation', Proceedings of the 16th International Research Symposium on Advancing Service Research and Practice, June 10-13, Karlstad, Sweden, pp. 247-250. (2019) [Refereed Conference Paper]

[eCite] [Details]

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2018Laud G, Grimmer L, 'University- an agent of change: Designing L.A.B services for community well-being', ANZMAC Conference 2018, 3-5 December 2018, University of Adelaide, pp. 647. (2018) [Conference Extract]

[eCite] [Details]

Co-authors: Grimmer L

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2018Laud G, Karpen I, Conduit J, 'Customer creativity and willingness to contribute to co-creative innovation in online communities', 25TH IPDMC: Innovation and product development management conference, 10-13 June 2018, Porto, Portugal, pp. 1-2. ISSN 1998-7374 (2018) [Conference Extract]

[eCite] [Details]

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2018Laud G, Karpen IO, Conduit J, 'Innovation in Online Communities: Conditions for Customer Creativity and Contribution', SERVSIG Proceedings, 14-16 June 2018, Paris, France, pp. 807-811. ISBN 978-2-9516606-3-2 (2018) [Conference Extract]

[eCite] [Details]

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2018Laud G, Leo C, Chou C, 'Service System Well-being: Conceptualising a Macro-Level Concept', SERVSIG Proceedings, 14-16 June 2018, Paris, France, pp. 435-438. ISBN 978-2-9516606-3-2 (2018) [Refereed Conference Paper]

[eCite] [Details]

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2017Fitzgerald S, Laud G, Reid M, Chung E, Farrell L, et al., 'Service system elements, value co-creation and well-being', Australia New Zealand Marketing Association Conference, 3-6 December 2017, Melbourne, pp. 1-5. (2017) [Refereed Conference Paper]

[eCite] [Details]

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2017Laud G, 'Overstimulation in the service environment: The emergence of co-created obsession', Proceeding of the QUIS International Research Symposium on Service Excellence in Management, 12-15 June 2017, Portugal (2017) [Conference Extract]

[eCite] [Details]

2017Laud G, 'Co-created Obsession and Overstimulation in Service Environment', 26th Annual Frontiers in Service Conference, 22- 25 June 2017, New York, USA (2017) [Conference Extract]

[eCite] [Details]

2017Laud G, 'Managing Customers' Creativity for Co-Creative Innovation', Australia New Zealand Marketing Association Conference, 3-6 December 2017, Melbourne, pp. 1. (2017) [Conference Extract]

[eCite] [Details]

2017Laud G, Conduit J, Karpen IO, 'Managing customers' creativity for co-creative innovation', ANZMAC 2017: Marketing for Impact, 4-6 December 2017, Melbourne, Australia, pp. 347. ISSN 1447-3275 (2017) [Refereed Conference Paper]

[eCite] [Details]

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2016Kachersky L, Fitzgerald S, Laud G, 'The dark side of connected health technology creates exercise addiction among conscientious users', North American Association of Consumer Research Conference, 27-30 October, Berlin (2016) [Non Refereed Conference Paper]

[eCite] [Details]

2016Laud G, 'Understanding customer conditions for co-creative innovation processes', ANZMAC 2016 Conference, 5-7 December, University of Canturbury (2016) [Conference Extract]

[eCite] [Details]

2016Laud G, Robinsion L, Chung E, 'Co-created obsession: A new perspective on customer engagement', European Marketing Academy Conference, 24-27 May, Oslo (2016) [Non Refereed Conference Paper]

[eCite] [Details]

2015Laud G, Karpen IO, Mulye R, Rahman K, 'Drivers and outcomes of value co-creation behaviour: Investigating the potential boundary conditions', The Naples Forum on Service, 9-12 June, Naples (2015) [Non Refereed Conference Paper]

[eCite] [Details]

2014Laud G, Karpen IO, 'Consumers' embeddedness: Determinant of value co-creation in service systems', Australia and New Zealand Marketing Association Conference Proceedings, 1-3 December, Brisbane (2014) [Non Refereed Conference Paper]

[eCite] [Details]

2013Rahman K, Laud G, 'Why consumers seek coolness': Understanding the vernacular meaning of cool', Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 17-20 July 2017, Melbourne, Australia, pp. 710. ISBN 978-3-319-24182-1 (2013) [Conference Extract]

DOI: 10.1007/978-3-319-24184-5_170 [eCite] [Details]

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2011Laud G, Mulye R, Rahman K, 'Use of embedded brand communities for value co- creation', Australia and New Zealand Marketing Association Conference Proceedings,, Perth (2011) [Non Refereed Conference Paper]

[eCite] [Details]

Other Public Output

(4 outputs)
YearCitationAltmetrics
2020Laud G, 'Highly Commended Paper in the 2020 Emerald Literati Awards', Emerald Publishing, United Kingdom (2020) [Award]

[eCite] [Details]

2019Laud G, '2020-2019 Highly Commended Paper Award - Value co-destruction: a typology of resource misintegration manifestations', Journal of Services Marketing, United Kingdom, 33, 7 (2019) [Award]

[eCite] [Details]

2018Laud G, Leo C, Chou C, 'Service System Well-being: Conceptualising a Macro-Level Concept - Best Conference Finalist Paper', 10th American Marketing Association Servsig Conference, IESEG: School of Management, Paris, France, 14-16 June 2018 (2018) [Award]

[eCite] [Details]

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2018Laud G, Leo WWC, Chou CY, 'Service System Well-being: Conceptualising a Macro Level Concept', Best SERVSIG Conference Paper Award Finalist, 10th SERVSIG, IESEG School of Management, 14-16 June 2018 (2018) [Award]

[eCite] [Details]

  • 2019 Ministry of Science and Technology Taiwan Government (value AU S10,000 per year) (International grant category – 3 funding) – nation-wide competitive process with Dr. Cindy Chou (National Normal University, Taiwan) and Dr. Cheryl Leo (Murdoch University)
  • 2019 University of Tasmania Academic Peer Learning Circle Funding (value AU $500) for Co-teaching models within the business discipline
  • 2019 UTAS Conference Travel grant (value AU $4,300) for “Role of frontline employees’ automated social presence (ASP) co-creation orientation to support service ambidexterity”
  • 2018 Winner of University of Western Australia University Funding Scheme (value AU $7,000) for Together We Can Deliver: Frontline Employees and Robots Joining Forces with Dr. Sanjit Roy, Dr. Cheryl Leo, A/Prof. Chatura Ranaweera.
  • 2018 Winner of Australia and New Zealand Special Interest Group Funding (value AU $5,000) for Together We Can Deliver: Frontline Employees and Robots Joining Forces with Dr. Cheryl Leo
  • 2018 UTAS Faculty Small Research fund (value AU $12,943.61) for Co-designing Marketing L.A.B.s to Improve Community Well-being with Dr. Louise Grimmer
  • 2018 UTAS Conference Travel grant (value AU $5,038) for IPDMC and 10th AMA-Servsig
  • 2017: RMIT University, School of Economics, Finance and Marketing School grant (value AU $20,000), with Dr. Sandy Fitzgerald et al., for “Co-created Obsession Scale development”
  • 2017: UTAS Conference Travel grant (value AU $5,500) for “Overstimulation in the Service Environment”
  • 2017: RMIT University Business Research grant (value AU $10,000), with Dr. Silvia Islam, for “Role of Acculturation Practices on Financial Literacy and Financial Decision Making among Vulnerable Ethnic Consumers”
  • 2017: RMIT University Business Research grant (value AU $10,000), with Dr. Linda Robinson, for “Co-created Obsession – a Cultural Phenomenon”
  • 2016: UTAS Conference Travel grant (value AU $3000) for “Understanding Consumer Conditions for Co-creative Innovation Processes”
  • 2015: RMIT Higher Degree Publication award (value AU $25,849)for submitting publications to the Journal of Service Theory and Practice and the Journal of Production Innovation and Management
  • 2014: Higher Degree Research Travel grant (value AU $1,000) for “Embeddedness as a Determinant of Value Co-creation in Service Systems”
  • 2013: RMIT University, Learning and Teaching grant (value AU $5,000) for “Facilitating Team-based Experiential Learning in a Large Class Setting”
  • 2013: Higher Degree by Research International Conference grant (value AU $2,000) for “Complementing S-D Logic Research through a Social Capital Perspective: The Role of Embeddedness for Resource Integration”
  • 2012: Australian Mathematical and Sciences Institute (AMSI) Intern program through Enterprise Connect – an Australian Government Initiative (value AU $22,000; category 2 grant), for “Perception and Market Potential of Sprung-Floors in Australia and Europe”

Research Supervision

Gauri currently co-supervising two PhD and looking for HDR candidates interested in researching in following areas:

  • Customer creativity and service innovation
  • Transformative service research and consumer and community well-being
  • Understanding value co-creation and destruction processes
  • Overconsumption and hyper-engagement within digital service systems
  • System thinking and multi-stakeholder perspective
  • Role of emerging technologies (e.g. artificial intelligence, machine learning) in service scapes
  • Sharing economy business models

Potential PhD candidates will have to participate in a Skype interview. Please email me directly if you are interested in working with me.

Current

6

Current

DegreeTitleCommenced
MastersMulticultural Consumers in Multicultural Marketplaces2017
PhDIdentifying Service Innovation Micro-practices for Value Co-creation in a Cultural Context2018
PhDUnderstanding Service Exclusion: Challenges and opportunities for resource integration and value co-creation in service systems2019
PhDA Systematic Review Approach to Identifying Factors Affecting the Success of Patient Focus Booking2020
PhDRole of Personal and Psychological Attributes of Entrepreneur on Entrepreneurial Marketing and Startup Success2020
PhDDeveloping Strategies of Market Entry within an Emerging Australian Sustainable Onshore Lobster Aquaculture Industry2021