Professor Jodie Conduit

Professor Jodie Conduit
 Position Professor
 Org Unit Marketing
 Telephone +61 8 8313 7024
 Location Floor/Room 10 51 ,  Nexus 10 ,   North Terrace
  • Biography/ Background

    Jodie Conduit is a Professor of Marketing, and Associate Head (Engagement) of the Adelaide Business School at the University of Adelaide, Australia. Her research interests lie in understanding how to engage consumers in interactions with organizations, and each other, that enable them to work together to achieve meaningful and relevant outcomes, particularly in contexts for social inclusion and environmental sustainability. This underpins her research agenda in the areas of customer engagement, value co-creation, and more broadly in service research. Her research has been widely published in leading journals including the Journal of Marketing, Journal of Service Research, Industrial Marketing Management, European Journal of Marketing, Journal of Business Research, Journal of Business Ethics, and Journal of Service Management among others. Jodie is an Associate Editori for the Journal of Service Theory and Practice and an editorial board member for AMS Review. She is also a Board Member for Green Industries SA and KESAB environmental solutions.

    Jodie was awarded her PhD from Monash University in 2000 and spent the years 2002-2010 working as a market research professional in industry. Her industry experience and research focus on engagement and co-creation informs Jodie’s interactive approach to teaching marketing at undergraduate, postgraduate, and executive levels. She ensures that managerial relevance lies at the heart of both her research and teaching. Jodie is currently Head of the Marketing Discipline and has previously held several leadership positions in the Adelaide Business School, most notably, HDR Director amd Associate Head (Research) (Marketing and Management), and Acting Director of Research (Business School). She is also a Visiting Professor at EM Strasbourg Business School in France.



  • Qualifications

    Bachelor of Commerce (Honours) (University of Adelaide)

    Doctor of Philosophy (Monash University)

    Graduate Certificate in Online Learning (Higher Education) (University of Adelaide)


  • Awards & Achievements

    Research Awards

    Researcher of the Year Award, Adelaide Business School, 2019

    Research Excellence Award, Faculty of Professions, 2019

    Best Research Mentor, Faculty of Professions, 2018

    Womens Research Fellowship, Faculty of Professions, 2018

    Executive Dean Commendation for Excellence in Research, 2017

    Executive Dean Award for Excellence in Research, 2016

    The University of Adelaide Women's Research Excellence Award (Mid Career), 2016

    Outstanding Reviewer for European Journal of Marketing in Emerald Literati Network Awards for Excellence, 2016

    Executive Dean Commendation for Excellence in Research, 2015 

    Best Reviewer Award, Australia and New Zealand Marketing Academy (ANZMAC) Conference, 2014, 2015



    Teaching Awards

    Executive Dean Award for Excellence in Teaching 2015


    Best Paper Awards

    Best Paper Award, Journal of Service Theory and Practice, 2019-2020
    Conduit, J.,
    Karpen, I. and Tierney, K. (2019) "Volunteer Engagement: Conceptual Extensions and Value-in-Context Outcomes" Journal of Service Theory and Practice, 29 (4), pp. 462-487

    Best Paper in Marketing Education Track, Australia and New Zealand Marketing Academy Conference 2015
    Conduit, J
    ., Plewa, C., Ho, J. and Lu, V. (2015) "Facilitating Student Interaction Capabilities through Shared Values and Peer Learning" Australia and New Zealand Marketing Academy (ANZMAC) Conference.

    Best Paper Award Nominee, International Vincentian Business Ethics Conference 2015
    Conduit, J.,
    and Karpen, I. (2015) "The Value of Spiritual Engagement in a Voluntering Context" International Vincentian Business Ethics Conference, New York, USA.

    Best Paper Award, Academy of Wine Business Research Conference 2014
    Altschwager, T., Conduit, J., Bouzdine-Chameeva, T. and Goodman, S. (2014) "Customer Engagement: A comparison between Australian and French Wine Events."Academy of Wine Business Research Conference, Geisenheim, Germany.

    Best Paper Award, Academy of Marketing Science Multicultural Marketing Conference 2002
    Conduit, J
    . and Quigg, J. (2002) “Bridging the Gap Between The Internal and External Markets: Understanding the Relationship Between Market Orientation and Customer Satisfaction”. Academy of Marketing Science Multicultural Marketing Conference, Spain.

    Geursen, G.M. and Conduit J. (2000) “Entrepreneurial, market relevant strategies in small and large firms”, UIC/AMA Research Symposia on the Marketing Entrepreneurship Interface, Newcastle.

    Fellowships, Grants and Funding

    ARC Discovery Grant "Collective Engagement towards Social Purpose" (2021-2024)

    The University of Adelaide Barbara Kidman Women’s Fellowship (2013)

    Grape and Wine Research Development Corporation (GWRDC) Incubator Project Grant (2014)

    The University of Adelaide Priority Partner Grant (University of Strasbourg) (2016)


  • Research Interests

    Jodie's research agenda focuses on understanding, facilitating and optimising interactions between actors in a service system. Specifically, engaging customers, employees and other actors to co-create value (incl. service innovation); and strategically managing internal mechanisms, such as market intelligence, internal marketing, and organisational capabilities and orientation to facilitate interaction and value creation.

    Thus, my key specific research areas of interest include: customer engagement, market shaping, value co-creation, service innovation, and market orientation.


    Current MPhil and PhD Students

    Gediminas Lipnickas, Kate Sansome, Katelyn Harris, Karolina Kaczorowska, Kym Chappell, Katrin Uude (Adelaide)
    Mariah Nankya Nakintu-Lutaaya (External: Deakin), Tugçe Ozgen Genç (External: Strathclyde), Meike Fens (External: Sydney)

    Past Doctoral Students

    Teagan Altschwager (2014) “Branded Marketing Events: The Influence of Event Experience on Customer Engagement”
    Rebecca Dolan (2015) "Social Media Engagement Behaviour: A Uses and Gratifications Perspective"
    Long Nguyen (2015) "Investigating the Role of Online Community Engagement and Collective Online Community Empowerment on Consumer Price Fairness Perceptions" (Deans Commendation)
    Hande Akman (2016) "Value Co-creation in Online Collaborative Innovation Communiities" (Deans Commendation)
    Shikha Sharma (2016) "Organisational conditions for co-creation: a health care context"
    Phiangdao Chaoluck (2017) "Assessment of Customer Perceptions Towards Frontline Service Employees' Role Behaviours"
    Diana Ayi Wong (2018) "Actor Engagement with Novel Foods"

    William Lake
    (2019) "Conflict in the Consumer Identity: The Coexistence and Consequences of Environmental Identity and Material Identity"
    Max Sim
    (2019) "Actor Engagement with Service Providers"

  • Publications

    Journal Publications

    1.      Ferrell, O. C., Conduit, J., Edvardsson, B., Vargo, S. (forthcoming) "The past and future of marketing theory and practice: a tribute to the 50th anniversary of the Academy of Marketing Science" AMS Review (Editorial)

    2.      Kleinaltenkamp, M., Conduit, J., Plewa, C., Karpen, I. and Jaakkola, E. (forthcoming) "Engagement-driven Institutionalization in Market Shaping: Synchronizing and Stabilizing Collective Engagement" Industrial Marketing Management, 99, 69-78

    3.      Conduit, J., Lu, V., and Veer, E. (forthcoming) "(Re)Gaining our Voice: Future of Marketing in Australasia" Australasian Marketing Journal

    4.      Nguyen, L., Lu, V., Conduit, J., Tran, T., and Scholz, B. (2021) "Driving enrolment intention through social media engagement: a study of Vietnamese prospective students" Higher Education Research & Development, 40(5), pp. 1040-1055.

    5.      Karpen, I. and Conduit, J., (2020) "Engaging in times of COVID-19 and beyond: Theorizing customer engagement through different paradigmatic lenses" Journal of Service Management, 31(6), pp. 1163-1174

    6.      Lipnickas, G., Conduit, J., Plewa, C. and Wilkie, D. (2020) "How much is enough? The role of effort in market shaping" Journal of Business and Industrial Marketing, 35(9), pp. 1441-1451.

    7.      Conduit, J., and Kleinaltenkamp, M. (2020) "'First things First': The AMS Review - Sheth Foundation 2020 annual doctoral competition for conceptual articles", AMS Review, 10, pp. 6-7 (Editorial)

    8.      Fehrer, J., Conduit, J., Plewa, C., Li, L., Jaakkola, E. and Alexander, M. (2020) "Market Shaping Dynamics: Interplay of Actor Engagement and Institutional Work", Journal of Business and Industrial Marketing, 35(9), pp. 1425-1439.

    9.      Nguyen, L. Conduit, J., Lu, V and Rao Hill, S. (2020) “Collective Empowerment in Online Communities: Conceptualization, scale refinement and validation”, Journal of Marketing Theory and Practice, 28(3), pp. 301-317

    10.      Ayi Wong, D., Conduit, J., and Plewa C. (2020) "Initiating Actor Engagement with Novel Products", Marketing Theory, 20(3), pp. 299-319

    11.    Conduit, J., Karpen, I., and Tierney, K. (2019) "Volunteer Engagement: Conceptual Extensions and Value-in-Context Outcomes" Journal of Service Theory and Practice, 29(4), pp. 462-487 (Best Paper Award)

    12.    Gebhardt, G., Farrelly, F., and Conduit, J. (2019) "Market Intelligence Dissemination Practices" Journal of Marketing, 83(3), pp. 72-90.

    13.    Brodie, R., Fehrer, J., Jaakkola, E. and Conduit, J. (2019) "Actor Engagement in Networks: Defining the Conceptual Domain", Journal of Service Research, 22(2), pp. 173-188.

    14.    Kleinaltenkamp, M., Karpen, I., Plewa, C., Jaakkola, E. and Conduit, J. (2019) "Collective Engagement in Organizational Settings" Industrial Marketing Management, 80, pp. 11-23.

    15.    Conduit, J., Karpen, I., Plewa, C. and Kleinaltenkamp, M. (2019) " Business Actor Engagement: Foundations, Developments and Opportunities", Industrial Marketing Management, 80, pp. 1-3. (Editorial)

    16.    Dolan, R., Conduit, J., Frethey Bentham, C., Fahy, J., and Goodman, S. (2019) "Social Media Engagement Behavior: A Framework for Engaging Customers' through Social Media Content", European Journal of Marketing, 53(10), pp. 2213-2243

    17.   Nguyen, L., Lu, V., Rao Hill, S. and Conduit, J. (2019) "The mediating role of brand knowledge on employees' brand citizenship behaviour: Does organisational tenure matter?", Australasian Marketing Journal, 27(3), pp. 169-178.

    18.   Akman, H., Plewa, C. and Conduit, J. (2019) "Co-creating Value in Onlie Innovation Communities", European Journal of Marketing, 53(6), pp. 1205-1233

    19.   Altschwager, T., Dolan, R., and Conduit, J. (2018) "Social Brand Engagement: How Orientation Events Engage Students with the University", Australasian Marketing Journal, 16(2), pp. 83-91.

    20.   Sim, M., Conduit, J. and Plewa, C. (2018) "Engagement within a Service System: A Fuzzy Set Analysis in a Higher Education Setting," Journal of Service Management, 29(3), pp. 422-442.

    21.   Sharma, S., Conduit, J. and Rao Hill, S. (2017) "Hedonic and Eudaimonic Well-Being Outcomes from Co-creation Roles: A Study of Vulnerable Customers" Journal of Services Marketing, 31(4/5), pp. 397-411.

    22.   Bowden, J., Conduit, J., Hollebeek, L., Luoma-Aho, V. and Solem, B. (2017) "Engagement Valence Duality and Spillover Effects in Online Brand Communities" Journal of Service Theory and Practice, 27(4), pp. 877-897

    23.   Conduit, J. and Chen, T. (2017) "Bridging and Transcending Customer Engagement and Co-creation: Conceptual and Empirical Insights" Journal of Service Theory and Practice, 27(4), pp. 714-720 (Editorial)

    24.   Altschwager, T. Conduit, J., Bouzdine-Chameeva, T. and Goodman, S.  (2017) "Branded Marketing Events: Engaging Australian and French Wine Consumers" Journal of Service Theory and Practice, 27(2), pp. 336-357

    25.   Dolan, R., Conduit, J., Fahy, J. and Goodman, S. (2017) "Social Media: Communication Strategies, Engagement and Future Research Directions" International Journal of Wine Business Research, 29(1), pp. 2-19

    26.   Conduit, J., Plewa, C., Ho, J. and Lu, V. (2017) "Facilitating Student Interaction Capabilities: The Interplay of Individual, Group and Course-related Factors" Journal of Strategic Marketing, 25(2), pp. 114-127

    27.   Sharma, S. and Conduit, J. (2016) "Cocreation Culture in Health Care Organizations", Journal of Service Research, 19(4), pp. 438 - 457

    28.   Dolan, R., Conduit, J., Fahy, J. and Goodman, S. (2016) "Social Media Engagement Behaviour: A Uses and Gratification Perspective", Journal of Strategic Marketing, 24(3/4), pp. 261-277. 

    29.   Hollebeek, L., Conduit, J. and Brodie, R. (2016) "Strategic Drivers, Anticipated & Unanticipated Outcomes of Customer Engagement" Journal of Marketing Management, 32(5/6), pp. 393-398. (Editorial)

    30.   Hollebeek, L., Conduit, J., Sweeney, J., Soutar, G., Karpen, I., Jarvis, W. and Chen, T. (2016) "Epilogue to the Special Issue and Reflections on the Future of Engagement Research", Journal of Marketing Management, 32(5/6), pp. 586-594.

    31.   Nguyen, L. Conduit, J., Lu, V. and Rao Hill, S. (2016) "Engagement in Online Communities: Implications for Consumer Price Perceptions", Journal of Strategic Marketing, 24(3/4), pp. 241-260.

    32.   Plewa, C., Ho, J., Conduit, J. and Karpen, I. (2016) "Reputation in Higher Education: A Fuzzy Set Analysis of Resource Configurations" Journal of Business Research, 69(8), pp. 3087-3095. 

    33.   Altschwager, T. Goodman, S. Conduit, J. and Habel, C. (2015) “Branded Marketing Events: a Proposed ‘Experiential Needs-based' Conceptual Framework” Event Management, 19(3), pp. 381-390. 

    34.   Plewa, C., Conduit, J., Quester, P., and Johnson, C. (2015) "The Impact of Corporate Volunteering on CSR Image: A Consumer Pespective" Journal of Business Ethics, 127(3), pp. 643-659.

    35.   Conduit, J., Matanda, M., and Mavondo, F. (2014) "Balancing the Act: The Implications of Jointly Pursuing Internal Customer Orientation and External Customer Orientation" Journal of Marketing Management, Vol. 30(13/14), pp.1320-1352.

    36.   Granger, K., Lu, V., Conduit, J., Veale, R., and Habel, C. (2014) "Keeping the Faith! A Preliminary Investigation of Participation in Spiritually Based Communities" Journal of Business Research, 67(2), pp. 68-75. 

    37.   Sharma, S., Conduit, J. and Rao Hill, S. (2014) "Organisational capabilities for customer participation in health care service innovation", Australasian Marketing Journal, Vol. 23(3), pp.179-188.

    38.   Brennan, L., Brace-Govan, J., Brady, E., and Conduit, J. (2011) “Market Orientation and Marketing in Nonprofit Organizations. Indications for Fundraising from Victoria”, International Journal of Nonprofit and Voluntary Sector Marketing, 16, pp. 84-98.

    39.   Conduit, J. and Mavondo, F. T. (2001) “How critical is Internal Customer Orientation to Market Orientation?”, Journal of Business Research. 51(1), pp. 11-24. 

    40.   Quester, P. and Conduit, J. (1996) “Standardisation, Centralisation and Marketing in Multinational Companies”, International Business Review, 5(4), pp. 395-421.

    41.   Quester, P. and Conduit, J. (1996) “Size and Centralization in Multinational Companies”, Journal of Market Focused Management, 1(3), pp. 231-247.