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David Gray

David Gray
  • Position: Senior Lecturer - Department of Marketing and Management
  • Qualifications: PhD (UNSW), M. Commerce Hons(UNSW), B.Commerce Hons(UNSW), Cert Workplace Training & Assessment

Contact Details

Areas of Expertise

  • Consumer decision-making and customer brand switching behaviour
  • Relationship marketing and Strategic Alliances
  • Business-to-Business Marketing
  • Marketing and Corporate Strategy
  • Internal Marketing
  • Interpersonal skills (emotional intelligence, influence strategies)
  • Energy Efficiency Marketing and Social Marketing

Profile

Dr David Gray holds B.Com (Hons) and M.Com (Hon) degrees from the University of New South Wales and a Doctor of Philosophy in Marketing from the University of New South Wales in Sydney. Dr Gray is a Senior Lecturer in Marketing in the Department Marketing and Management at Macquarie University. He has published in international journals and conferences. David has joint publications in the Journal of Advertising Research, Journal of Nonprofit & Public Sector Marketing, The Journal of Applied Business Research, International Journal of Business and Management, Australasian Marketing Journal, The Marketing Review, and the International Journal of Learning and Change. Prior to his academic career, David worked extensively in business in the marketing and management consulting industries. He was the General Manager Marketing at Touche Ross & Co and the National Marketing Manager at MGICA Ltd (a subsidiary of AMP), and held various marketing research roles in Citicorp Australia, BIS Shrapnel, CSR Ltd and KPMG.

Research grants

  • 2011 Enterprise Partnerships Scheme "Australian Mobile Phone Brand Switching Study" with amaysim Australia Pty Ltd. Approved 5/10/2011; Amount $69,237.
  • 2009 RDS Finding; approved 12/3/2009; Conference travel to World Marketing Congress July 2009. $5300.
  • 2008 Grants Macquarie University New Staff Research Grants Scheme; Approved 10/09/2008; Topic: Overcoming Behavioral and Internal Marketing Barriers in Service Industry Marketing Strategy Implementation; amount:$17,331.

Research awards

  • Co-Winner 2014 Macquarie University Research Excellence Award - Excellence in Research – Business, Management and Economics.
  • Best paper award (2013). Mirzaei, A., Gray, D., Baumann, C., Winzar, H. (2013), Developing an Objective Customer-Market Measure of Brand Equity with a Longitudinal Perspective, ANZMAC conference, Auckland, 1-7 December.
  • A consumer insights research "State of the Mobile Nation" program was developed in an Enterprise partnership between amaysim Australia Pty Ltd and Macquarie University's Department of Marketing & Management. This program provided an opportunity to initiate thought leadership to facilitate the removal of market distortions in the cell phone services market. It was used to provide consumers with independent, evidence-based input into telecommunications regulatory policy making. The results of the research exceeded expectations producing six papers (four conference plus two A level journal articles), national media exposure and acceptance as a national finalist in the 2012 Australian Marketing Institute Awards.
  • 2010 Award for excellence in PhD Supervision
  • 2004 Winner of Center for Applied Marketing Research Scholarship Award May 2004 for paper "Business Partnering - the Role of Alliance Competence".
  • 2002 A finalist in the ISBM (Institute for the Study of Business Markets) ISBM's 2002 Business Marketing Doctoral Support Award Competition conducted through Pennsylvania State University.

Research areas

Research Interests

  • The mobile phone consumer switching process
  • Strategic alliance success drivers and influence strategies. This was the subject of Dr. Gray's PhD and he maintains an interest in that area and is conducting research with his previous PHD student Stephane Bignoux on the subject.
  • Market orientation and internal market orientation and their impact on both employee and firm performance. Dr Gray has published a number of papers in this area. He is particularly interested in how internal marketing will affect particular marketing strategies.
  • Relationship marketing and politics. Dr Gray is currently conducting research with his PhD student Dedar Mahmud on the integration of relationship marketing into political marketing.
  • Measuring Marketing Performance. Dr Gray is currently conducting research with his PHD student Abas Mirzaei on the development of a marketing performance effectiveness index.
  • Customer Bank Switching. Dr Gray is currently conducting research on developing buyter decision-making models for bank and mobile phone switchers.
  • The use of influence strategies in relationship marketing
  • The drivers of university student engagement
  • The influence of interpersonal skills including emotional intelligence, relational competence and managerial cognition on team performance
  • Social marketing initiatives to improve energy efficiency
  • Audience satisfaction with television drama. Dr Gray is currently conducting research with his former Hounours student Don Dennis.

Publications

journal toggle icon open Refereed Journal Articles

  • Mirzaei, A., Gray, D., Baumann, C., Johnson. L.W. (2015) "Is Your Brand Healthy? Which Advertising Diet Are You On? *Journal of Advertising Research, forthcoming.
  • D'Alessandro, Steven, Johnson, Lester, Gray, David and Carter, Leanne (2014) "The market performance indicator: A macro understanding of service provider switching", *Journal of Services Marketing* (in press).
  • D'Alessandro, Steven, Johnson, Lester, Gray, David and Carter, Leanne (2014) Consumer Satisfaction versus Churn in the case of upgrades from 3G to 4G cell networks*. Marketing Letters*, Available ahead of print online, DOI: 10.1007/s11002-014-9284-3.
  • Dennis, D. & Gray, D. (2013). An Episode-by-episode examination: what drives television-viewer behavior : digging down into audience satisfaction with television dramas. Journal of Advertising Research, 53 (2), 166-174.
  • Gray, D. (2012). The Influence of complexity and uncertainty on self-directed team learning. International Journal of Learning and Change, 6 (1/2), 79-96
  • Carter, L., Gray, D.M., Murray, P., (2011), "Can Relational Competence Be Linked With Employee Performance?", The International Journal of Interdisciplinary Social Science, (forthcoming)
  • Gray, D. (2011). The application of self-directed learning in a marketingstrategy capstone course. International Journal of Learning and Change,5 (3/4), 271-287
  • Mirzaei, A., Gray, D.M., Baumann, C. (2011), "Developing a new model for tracking brand equity as a measure of Marketing Effectiveness", The Marketing Review, Vol11, No 4(forthcoming)
  • Gray, D.M., Bean, B (2011) "Can Social Marketing Segmentation Initiatives Be Used to Increase Household Electricity Conservation?", Journal of Nonprofit & Public Sector Marketing, 23(3), 269-305
  • Bignoux, S., Gray, D. (2011) "Partnerships, Suppliers And Coercive Influence" The Journal of Applied Business Research, 27(3), 117-138
  • Bignoux, S., Gray, D. (2011) "Coercion and Long-Term Supplier Relationships" International Journal of Business and Management, 6(8), 3-24
  • Wilkinson, I.F., and Gray, D.M. (2007), "The Production and Consumption of Marketing Theory", Australasian Marketing Journal, 15 (1), 39-52.
  • Carter, L., & D.M. Gray, (2007), "Internal Market Orientation: Initiating and Enhancing Relationships within the Firm", The Marketing Review, Vol 7(4), 385-400.

books toggle icon open Books

  • Webster, C., Carter, L., D'Alessandro, S., & Gray, D. (2013). Social Marketing Good Intentions. Prahran VIC: Tilde University Press.

conference toggle icon open Conferences and Presentations

  • Gray, D. M. (2014) Creating Shared Value (CSV) – The Case of Israel and Implications for Australia, Proceedings of the Australia New Zealand Marketing Academy Conference 2014, Griffith University, Brisbane, 1-9
  • Mirzaei, A., Gray, D., Baumann, C., D'Alessandro, S., Johnson, L. (2014). Examining the Impact of Brand Equity on Customer Equity, Proceedings of the European Marketing Academy 2014, University of Valencia, Spain
  • Gray, D. M. (2014). The influence of personal financial capability on workforce insecurity and access to consumer finance, World Marketing Congress, Academy of Marketing Science, 2014, Lima Peru
  • Mirzaei, A., Gray, D., Baumann, C., Winzar, H. (2013), "Developing an Objective Customer-Market Measure of Brand Equity with a Longitudinal Perspective", ANZMAC conference, Auckland, 1-7 December. This paper won a best paper award.
  • Mirzaei, A., Gray, D., Baumann, C., Winzar, H., Johnson, L.W., (2013) "Sustained Growth; An Objective Customer-market Measure of Brand Equity", 2013 INFORMS Marketing Science Conference
  • Gray, D.M., (2011), "Customer Switching in Retail Banking - The Need for a Change in Thinking", Proceedings from Australian New Zealand Marketing Academy Annual Conference(ANZMAC), Perth December 2011.
  • Gray, D.M., (2011), "Self-Directed Learning - A Case Study Using a Simulation Game an A Reflective Journal in a Marketing Strategy Capstone Course", Proceedings from Australian New Zealand Marketing Academy Annual Conference(ANZMAC), Perth December 2011.
  • Bignoux, S., Gray, D.M., (2011), "Social Control and Suppliers", Australian and New Zealand Academy of Management Conference 2011, Wellington, New Zealand, December 5-9
  • Mirzaei, Abas., Gray, D.M. (2011), "Quantifying Brand Equity as a Measure of Marketing Effectiveness", Proceedings from British Academy of Marketing Conference, University of Liverpool, UK, July 2011
  • Gray, David and Dennis, Don (2010) "Audience Satisfaction with Television Drama: A Conceptual Model". Proceedings of the Australian New Zealand Marketing Educators Conference, Christchurch, New Zealand.
  • Gray, David and Daymond, Jarryd (2010) "The influence of student engagement levels on satisfaction and behavioural intentions". Proceedings of the Australian New Zealand Marketing Educators Conference, Christchurch, New Zealand.
  • Bignoux, S. & Gray, D. (2010) A supplier's perspective on the exercise of hard/coercive influence in inter-firm relationships. Academy of Management Conference 2010, Montreal, Canada, August 6-10.
  • Bignoux, S. & Gray, D. (2010) Suppliers and non-coercive influence. British Academy of Management Conference 2010, Sheffield, UK, September 14-16.
  • Bignoux, S. & Gray, D. (2010) A low power supplier's perspective on the exercise of formal control. Australian and New Zealand Academy of Management Conference 2010, Adelaide, Australia, December 7-10.
  • Gray, D.M. 2009, "The Effect of Managerial Cognition and Persistence on Marketing Team Performance", Proceedings from Australian New Zealand Marketing Academy Annual Conference (ANZMAC), Melbourne December 2009.
  • Carter, L., & D.M. Gray, 2009, "Keys to Relational Competence in Internal Marketing", Proceedings from Australian New Zealand Marketing Academy Annual Conference (ANZMAC), Melbourne December 2009.
  • Gray, D.M. & Bignoux, S, 2009, "Power to None: Conceptualising the Role of Power and Control in Asymmetrical Inter-firm Relationships" Academy of Marketing Science, World Marketing Congress, Oslo 2009
  • Gray, D.M. & Bean, B. 2009, "Can Social Marketing Initiatives Increase Household Electricity Conservation?", Academy of Marketing Science, World Marketing Congress, Oslo 2009
  • Gray, D.M. 2008, Developing a Conceptual Framework for Integrating Internal Market Orientation and the Global Assessment of Relational Functioning (GARF), Proceedings from Australian New Zealand Marketing Academy Annual Conference (ANZMAC), Sydney December 2008.
  • Gray, D.M. 2008, Putting Internal Market Orientation into Behavioural Patterns Employed During Marketing Strategy Implementation, Proceedings from Australian New Zealand Marketing Academy Annual Conference (ANZMAC), Sydney December 2008.
  • Bignoux, S., Mountford, H., & Gray, D.M. 2008, The causes and effects of opportunism in the Australian recruitment industry, Proceedings from British Academy of Management, (BAM) Conference, University of Glamorgan, UK, September 2008
  • Bignoux, S., Mountford, H., Gray, D.M. 2008, Inter-firm Partnerships, Opportunism and Control in the Australian Recruitment Services Industry, Proceedings from Australia & New Zealand Academy of Management, (ANZAM) Conference, December 2008
  • Gray, D.M., & Bean, B. 2008, Using Social Marketing to Incentivise Household Electricity Conservation, Proceedings from Academy of Marketing Annual Conference, Aberdeen, July 2008
  • Gray, D.M., & Bean, B. 2008, Using Market Segmentation to Increase Household Electricity Conservation, Proceedings from Academy of Marketing Annual Conference, Aberdeen, July 2008
  • Gray, D.M. 2008, The Role of Marketing in Societal Well-Being and Corporate Reputation, Proceedings from Academy of Marketing Annual Conference, Aberdeen, July 2008
  • Carter, L., & Gray, D.M. 2008, Relational Competence, Learning, and Management-Employee Reciprocity: Extending the IMO scales Improving Internal Market Orientation, Proceedings from Academy of Marketing Annual Conference, Aberdeen, July 2008
  • Gray, D.M. 2007, The Influence of Interpersonal Attractors on Group Performance in a Complex Marketing Decision-Making Context, Proceedings from Australian New Zealand Marketing Academy Annual Conference (ANZMAC), Brisbane December 2007.
  • Gray, D.M. 2007, Using Interpersonal Relational Competence to Improve Inter-firm Partnership Performance, Proceedings from Australian New Zealand Marketing Academy Annual Conference (ANZMAC), Brisbane December 2007.
  • Gray, D.M. 2007 Get Blogged: The Utility of Using a Blog in a Senior Undergraduate Marketing Strategy Course Proceedings from Australian New Zealand Marketing Academy Annual Conference (ANZMAC), Brisbane December 2007.
  • Carter. L., & Gray, D.M. 2007, Putting Relational competence into Internal Marketing, Proceedings from Australian New Zealand Marketing Academy Annual Conference (ANZMAC), Brisbane December 2007.
  • Gray, D.M. 2007, Conceptual Approaches to Relational Intervention in B2B Partnerships, Proceedings from Academy of Marketing Annual Conference, London, July 2007
  • Gray, D.M. & Wilkinson, I. 2006 The Production and Consumption of Marketing Theory, Australian New Zealand Marketing Academy Annual Conference (ANZMAC), Brisbane December 2006.
  • Gray, D.M. 2006, Conceptual Approaches to Behavioural Intervention Strategies in a Customer/Supplier Relationship Marketing Context Australian New Zealand Marketing Academy (ANZMAC), Brisbane December 2006.
  • Gray, D.M. 2006, Intervention Strategies in Relationship Marketing - A Competency Framework for Business Partnerships, Australian New Zealand Marketing Academy (ANZMAC), Brisbane December 2006.
  • Gray, D.M. 2006, A Competency based Theory of Business Partnering, University of New South Wales PhD Dissertation.
  • Gray, D.M. 2005, The Relationship of Market Orientation to Business Partnering Performance Australian New Zealand Marketing Academy (ANZMAC), Perth December 2005.
  • Gray, D.M. 2005, The Leaky Funnel, (Bookman Media: Melbourne) by Hugh McFarlane 2003, Volume 13 Number 2, Australasian Marketing Journal, Book Review.
  • Gray, D.M. 2004, Business Partnering The Role of Alliance Competence Industrial Marketing and Purchasing (IMP) Annual Conference, Copenhagen.
  • Gray, D.M. & Wilkinson, I. 2004 It's all very well in Theory but will Marketing Practitioners Actually use it? Australian New Zealand Marketing Academy Annual Conference (ANZMAC), Wellington New Zealand, December 2004.
  • Gray, D.M. 2003 A Competency based theory of business partnering and alliances. Australian New Zealand Marketing Academy Annual Conference, (ANZMAC) Adelaide, December 2003
  • Gray, D.M. 2002, Business Partnering The role of Alliance Competence, Finalist in the Institute for the Study of Business Markets (ISBM) Business Marketing Doctoral Support Award Competition conducted through Pennsylvania State University.

Affiliations / activities

Professional Memberships

  • CPA
  • Australian Marketing Institute

Professional Affiliations

  • Dr Gray currently reviews for the following journals and conferences:
  • Australian and New Zealand Academy of Marketing
  • Australasian Marketing Journal
  • Journal of Social Marketing
  • International Journal of Bank Marketing

Professional Activities

Dr Gray has worked in a senior research role for both BIS Shrapnel (the largest industrial market research company in Australia) and Citicorp. He has conducted marketing research studies (qualitative and quantitative), and written marketing plans into coherent, informed and useful management reports.

Dr Gray has extensive experience in writing new business tenders, management training, marketing and sales management, the management of professional service, finance and insurance businesses. Product knowledge spans professional services, finance, insurance, manufacturing, building materials.

Since 1990, Dr Gray was the Managing Director of Centre for Enterprise Training, a training and Business Coaching practice. He conducted a wide range of short course management-training programs annually to the manufacturing, service and construction industries in Australia, New Zealand and Asia. Training programs he has personally designed and conducted include: industrial marketing, strategic alliances, team building, management skills and supervision, business finance, total productive maintenance, industrial costing, activity based costing, negotiation skills, customer service.

Dr Gray has completed the Certificate IV Workplace Training and Assessment, 2001, CPA (Certified Practising Accountant); CPM (Certified Practising Marketer); Completed educational requirements for assessors of quality systems under JAS-ANZ and Institute of Quality Auditors (UK) through NATA, October 1993; Completed educational requirements for registration as an approved auditor for the QS 9000 quality standard by Automotive Industry Action Group 1996.


phd supervision toggle icon open PhD Student Supervision

Current PhD Student

  • Dedar Mahmud
  • Bron Harrison
  • Nathan Vincent

Completed Postgraduate Research Students

  • 2014 – PhD Supervision – Principal [Hassan M. Kharroubi] July 1, 2008 – August 25, 2014 PHD-BUS - The Relationship between the Degree of Offshoring and Organisational Performance in Australia: Impact of strategy, governance modes, absorptive capacity, and antecedents of offshoring.
  • 2014 - PhD Supervision - Principal. [Abas Mirzaei] , May 14, 2010 - Jul 18, 2014. PHD;BUS - Developing an objective long-term oriented measure to monitor brand health
  • 2010 Carter, L.M. "Internal market orientation, interpersonal relational competence and employee performance: Empirical evidence from a not-for-profit organisation" PhD.
  • 2009 Bignoux, S. "A low power supplier's perspective on the exercise of control and influence in buyer-supplier partnerships versus preferred supplier agreements" PhD.

honours supervision toggle icon open Honours Supervision

  • 2010 Dennis, Don "Audience satisfaction with television drama: A longitudinal study of dynamic audience experiences" (First Class).
  • 2009 Daymond, Jarryd. "University student engagement: Augmenting student satisfaction measures" (First Class).
  • 2008 Lau, Benny. "Identifying the role of implementation styles employed during the marketing strategy implementation process in Australian marketing and advertising media service industry"(Second Class).
  • 2007 Bean, Belinda. "A segmented approach to effectively incentivising household electricity conservation in NSW". (First Class).
  • 2007 Snoyman, Natasha. "Modeling the influence of emotional intelligence and interpersonal relational competence on group performance" (First Class).
  • 2006 Cameron, Angus. "Short-term shareholder value in Australian health care acquisitions" (Second, Division 1)

Media Mentions

  • Photo relating to Newcastle Herald - David GrayNewcastle Herald - David Gray
  • A few mentions on David Gray's report on overcharging on mobile phone plans.
    • Publication: Newcastle Herald, North West Star Mt Isa, Townsville Bulletin
    • Story: $557m in bill shock
    • Date: 30 March 2012

Teaching Interests

David has extensive management training program teaching experience. He has conducted many short course management training programs in the manufacturing, service and construction industries in Australia, New Zealand and Asia over the last 20 years.

Lecturing and Tutoring

2002-2005 University of New South Wales - Associate Lecturer

  • Marketing Fundamentals (M.Commerce)
  • Managing Value Creation (M.Commerce)

2007-2011 Macquarie University Senior Lecturer Undergraduate.

  • Marketing Strategy,
  • Marketing Operations,
  • Strategic Management (Hong Kong)
  • Marketing Fundamentals

2010-2011 Macquarie University Senior Lecturer Postgraduate.

Business-to-Business Marketing (M.Commerce)

Overview of Academic Employment

Overview of Academic Employment

  • 2007 Appointed Senior Lecturer in Marketing, Macquarie University
  • 2006 Appointed Lecturer in Marketing, Macquarie University
  • 2003-2005 Associate Lecturer in Marketing, University of New South Wales

Professional/trade publications

  • 2011 - Switching Attitudes and Behaviour of Mobile Phone Service Providers - Preliminary Analysis Qualitative Focus Groups (Australia)
  • 2011 - State of the Mobile Nation - Switching Attitudes and Behaviours of Mobile Phone Service Providers - Preliminary Analysis Quantitative Survey (Australia)