Dr Victoria Little
Senior Lecturer
Department:
Address: Owen G Glenn Building
12 Grafton Road
Auckland
Faculty: Business & Economics
Phone: +64 9 373 7599 Ext. 87162
Email: v.little@auckland.ac.nz

BCom, MBA(Otago), PhD (Auckland)
Research Interests:
My interest is in conducting relevant, impactful problem-based research on issues important to managerial practice; that fosters critical thinking about marketing & society. Member of the CMP Group, concerned with the nexus of marketing research, marketing strategy and practice.
Areas of Research:
* Strategic marketing and marketing practice linkages;
* Industrial & business-to-business marketing;
* Theory-practice nexus in higher education;
* Issues at the marketing & entrepreneurship interface
* Qualitative research methods (multi-method, action research)
Research in Progress
Little VJ, R Brookes, H Cassab & S Geiger "Veneer, Signature and Soul: Construct definition for Design-led competition"
Little, VJ, R Brookes & R Palmer "Connecting marketing theory and marketing practice: Identifying & understanding zones of collaboration at the executive teaching interface"
Little VJ, R Brodie & J Motion "Between firm and within firm perspectives of customer value"
Little VJ, R Brookes, S Morrish & M Miles "Market failure avoidance: Linking markets and entrepreneurs through the process of market validation"
Teaching Interests:
Executive teaching (strategic marketing & marketing management) present - PGDipBus (Marketing); past PGDipBus, PGDipMgt, MMgt, MBA.
Postgraduate: PGDipBus (Bioscience Enterprise), supervision of Master of Bioscience Enterprise theses.
Undergraduate: Mktg.301 Marketing strategy
Hobbies/Other Interests:
Building on past industry involvement (senior marketing positions in a number of NZ-based organisations, including consumer durables, advertising and industrial products and services), Victoria likes to maintain active links with the business community through her research and teaching activities.
Qualifications:
2005 Doctor of Philosophy University of Auckland
1989 Master of Business Administration University of Otago
1987 Bachelor of Commerce University of Otago
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Awards:
2005 Emerald Award for Outstanding Doctoral Research (Business to Business category)
2000 Distinguished Teaching Award (University of Auckland)
1987 J W Hayward Award in Commerce (University of Otago)
Service:
Academic Coordinator Post Graduate Diploma in Business (Marketing)
Co-convenor of Faculty Qualitative Research Group (2001-present)
Faculty Christmas Show (1995-1999, 2007)
Steering Committee, Master of Bioscience Enterprise Programme
Teaching:
2010 MKTG 301 Marketing Strategy
2010 Scient.702 Marketing for Scientific & Technical Personnel
2009 Market.708 Advanced Strategy (PGDipBus)
2009 MKTG 301 Marketing Strategy
2008 Market.708 Advanced Strategy
2008 MKTG 301 Marketing Strategy
2008 Scient.702 Marketing for Scientific & Technical Personnel
2007 Market.708 Advanced Strategy
2007 MKTG 301 Marketing Strategy
2007 Scient.702 Marketing for Scientific & Technical Personnel
Selected Publications:
Refereed Journal Articles
2008 LITTLE, V.,  BROOKES, R.,  PALMER, R.,  ‘Research informed teaching and teaching informed research: The CMP 'living case study' approach to understanding contemporary marketing practice‘, Journal of Business and Industrial Marketing, 23, 2, 124-34.
2006 LITTLE, V.,  ‘A crisis in marketing? Commentary.‘, University of Auckland Business Review, 8(1), 41-42.
2006 LITTLE, V.,  MOTION, J.,  BRODIE, R.,  ‘Advancing understanding: The contribution of multi-method action research-based approaches to knowledge creation.‘, International Journal of Learning and Change, 1, 2, 217-28.
2006 BRODIE, R.,  GLYNN,.,  M., S.,  LITTLE, V.,  ‘The service brand and the service dominant logic: Missing fundamental premise or the need for stronger theory‘, Marketing Theory, 6 (3), 363-379.
2006 LITTLE, V.,  MOTION, J.,  BRODIE, R.,  BROOKES, R.,  ‘Turning marketing promises into business value: The experience of an industrial SME.‘, University of Auckland Business Review, 8(1), 25-36.
1998 LITTLE, V.,  BROOKES, R.,  ‘The metamorphosis of marketing: How will the research industry adapt?‘, Marketing & Research Today, 26(1), 53-59.
1997 LITTLE, V.,  BROOKES, R.,  ‘The New Marketing: What Does Customer Focus Now Mean?‘, Marketing and Research Today: The Journal of the European Society for Opinion and Marketing Research, Vol 25, No. 1, 96-105.
1997 BRODIE, R.,  N.COVIELLO,  BROOKES, R.,  LITTLE, V.,  ‘Towards a Paradigm Shift in Marketing? An Examination of Current Marketing Practices‘, Journal of Marketing Management, 13/5, 383-406.
BROOKES, R.,  LITTLE, V.,  ‘Delivering Relevant Courses to Experienced Managers: Coming to Terms with New Realities?‘
Conference Paper
2010 H.CASSAB,  BROOKES, R.,  LITTLE, V.,  ‘Strategic Design Choices in Services‘, ISES Global Conference in Service Excellence, Singapore Management University, Singapore
2010 BROOKES, R.,  LITTLE, V.,  H.CASSAB,  ‘When the Service-Dominant Logic, Innovation, Relationship Marketing and Design Thinking Converge: The Example of a School Chair‘, 18th International Colloquium on Relationship Marketing, Henley Business School, UK
2009 LITTLE, V.,  BROOKES, R.,  H.CASSAB,  GEIGER, S.,  ‘Strategic Design Postures: Understanding Big-D and Small-D‘, EMAC conference, Nantes, France
2008 LITTLE, V.,  BROOKES, R.,  PALMER, R.,  ‘Towards reconnecting marketing theory and marketing practice: Finding opportunities in the zones of translation‘
2008 LITTLE, V.,  BROOKES, R.,  GEIGER, S.,  ‘Translating strategic aspirations into delivered customer value: An international study of best practice,‘, 1-7.
2007 BROOKES, R.,  LITTLE, V.,  ‘Delivering Relevant Courses to Experienced Managers: Coming to Terms with New Realities?‘, 1-7.
2007 LITTLE, V.,  BROOKES, R.,  ‘Marketing theory and marketing practice: Identifying and understanding zones of translation‘, 1-7.
2005 LITTLE, V.,  BROOKES, R.,  BRODIE, R.,  ‘Cases as a research strategy with teaching purposes in mind: The CMP experience with living cases‘, 10.
2005 LITTLE, V.,  ‘Cases as a research strategy with teaching purposes in mind: The CMP experience with living cases.‘, 27/10/2005, 7.
2005 LITTLE, V.,  ‘Customer and firm value creation in business markets: Knowledge & relationships as key resources.‘, 27/11/2005, 7.
2004 LITTLE, V.,  MOTION, J.,  ‘Co-creating Knowledge Through Action Research: A Study of Customer Value and Related Processes.‘, 29/11/2004, 8.
2004 LITTLE, V.,  BRODIE, R.,  PALMER, R.,  ‘How firms create & deliver customer value: An exploratory investigation.‘, 01/09/2004
2003 BROOKES, R.,  BRODIE, R.,  LITTLE, V.,  ‘Transactional, Relationship or Pluralism: Which Marketing Approach Places Greater Emphasis on Value?‘, International Colloquium on Relationship Marketing, Cheltenham, England, September, (CD-ROM format)
Other
2007 BROOKES, R.,  LITTLE, V.,  ‘A conversation with Raj Srivastava: On risk and return in marketing," in Contemporary marketing practice: Viewpoints series‘, University of Auckland EdMedia Unit., 50 minutes.
2007 BROOKES, R.,  LITTLE, V.,  ‘A conversation with Steve Vargo: On service-dominant logic, in Contemporary marketing practice: Viewpoints.‘, 50 minutes.
2007 H.CASSAB,  LITTLE, V.,  ‘Fisher & Paykel Healthcare: Taking New Zealand-based Innovation to the World‘ In: J. Brannigan (ed.), NZTE / Icehouse case study series, 1-17.
2006 BROOKES, R.,  LITTLE, V.,  ‘A conversation with Christian Gronroos: A crisis in marketing?, in Contemporary marketing practice: Viewpoints series‘, University of Auckland EdMedia Unit., 50 minutes.



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