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Margaret Jekanyika Matanda

Margaret Jekanyika Matanda

Ph.D (Monash University) MBA (West Virginia University)
Associate Professor

Rm 4023
H70 - Abercrombie Building
The University of Sydney
NSW 2006 Australia

Telephone +61 2 8627 4467


Associate Professor Margaret Jekanyika Matanda holds a PhD from Monash University and an MBA from West Virginia University (USA). Before joining Monash Margaret was the Director of the Masters Program in the Department of Marketing at Monash University. Her research and supervision is in marketing strategy, business-to-business branding, supply chain management, food distribution and retailing. She has published articles in international journals such as Industrial Marketing Management, Journal of Business Research, International Business Review, Journal of Small Business Management & Journal of Chain and Network Science. Margaret has been a Junior Fulbright Fellow, British Commonwealth Fellow as well as a Kellogg Fellow. Before becoming an academic she worked as a development consultant and executive trainer on entrepreneurship development, marketing strategy, supply chain management, food retailing and distribution analysis in both developed and developing countries for organisations such as USAID, UNICEF, Kellogg and Ford Foundations.


Journal Article/s

Nyadzayo MW, Matanda M and Rajaguru R 2018 'The determinants of franchise brand loyalty in B2B markets: An emerging market perspective', Journal of Business Research, vol.86, pp. 435-445 [Link]


Journal Article/s

Seyedghorban Z, Matanda M and LaPlaca P 2016 'Advancing theory and knowledge in the business-to-business branding literature', Journal of Business Research, vol.69:8, pp. 2664-77 [Link]

Matanda M, Ndubisi NO and Jie F 2016 'Effects of Relational Capabilities and Power Asymmetry on Innovativeness and Flexibility of Sub-Sahara Africa Small Exporting Firms', Journal of Small Business Management, vol.54:1, pp. 118-38 [Link]

Seyedghorban Z, Tahernejad H and Matanda M 2016 'Reinquiry into Advertising Avoidance on the Internet: A Conceptual Replication and Extension', Journal of Advertising, vol.45:1, pp. 120-29 [Link]

Nyadzayo MW, Matanda M and Ewing MT 2016 'Franchisee-based brand equity: The role of brand relationship quality and brand citizenship behavior', Industrial Marketing Management, vol.52, pp. 163-74 [Link]


Journal Article/s

Jiang W, Mavondo FT and Matanda M 2015 'Integrative capability for successful partnering: a critical dynamic capability', Management Decision, vol.53:6, pp. 1184-202 [Link]

Nyadzayo M, Matanda M and Ewing E 2015 'The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image', Journal of Business Research, vol.68:9, pp. 1886-94 [Link]


Journal Article/s

Conduit J, Matanda M and Mavondo FT 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. 1320-52 [Link]

Ding MJ, Jie F, Parton KE and Matanda M 2014 'Relationships between quality of information sharing and supply chain food quality in the Australian beef processing industry', The International Journal of Logistics Management, vol.25:1, pp. 85-108 [Link]


Journal Article/s

Rajaguru R and Matanda M 2013 'Effects of inter-organizational compatibility on supply chain capabilities: Exploring the mediating role of inter-organizational information systems (IOIS) integration', Industrial Marketing Management, vol.42:4, pp. 620–32 [Link]

Matanda M and Ndubisi NO 2013 'Internal marketing, internal branding, and organisational outcomes: The moderating role of perceived goal congruence', Journal of Marketing Management, vol.29:9-10, pp. 1030-55 [Link]

Leung LSK and Matanda M 2013 'The impact of basic human needs on the use of retailing self-service technologies: A study of self-determination theory', Journal of Retailing and Consumer Services, vol.20:6, pp. 549–59 [Link]


Journal Article/s

Matanda M 2012 'Internationalization of established small manufacturers in a developing economy: A case study of Kenyan SMEs', Thunderbird International Business Review (Special Issue: Renascent Africa), vol.54:4, pp. 509-19 [Link]


Journal Article/s

Matanda M and Ndubisi NO 2011 'A comparison of interfirm relational capabilities in internationalising small-business enterprises (SBEs) and large firms in a developing country', International Journal of Entrepreneurship and Innovation Management, vol.13:3/4, pp. 296-313 [Link]

Nyadzayo MW, Matanda M and Ewing MT 2011 'Brand relationships and brand equity in franchising', Industrial Marketing Management (Special Issue: Business to Business Branding), vol.40:7, pp. 1103–15 [Link]

Nasution HN, Mavondo FT, Matanda M and Ndubisi NO 2011 'Entrepreneurship: Its relationship with market orientation and learning orientation and as antecedents to innovation and customer value', Industrial Marketing Management, vol.40:3, pp. 336-45 [Link]

Rajaguru R and Matanda M 2011 'Functional Attributes and Shopping Value: Supermarket Vs Local Market', International Journal of Global Business, vol.4:2, pp. 15-27

Ndubisi NO and Matanda M 2011 'Industrial Marketing Strategy and B2B Management by SMEs (Editorial Comment)', Industrial Marketing Management, vol.40:3, pp. 334-35

Rajaguru R and Matanda M 2011 'Role of inter‐organisational compatibility and IOIS integration in large firms and SMEs retailing chains', Asia Pacific Journal of Marketing & Logistics, vol.23:2, pp. 177-99 [Link]


Journal Article/s

Matanda M and Freeman S 2009 'Impact of Perceived Environmental Uncertainty in Export–Importer Relationships and Export Performance improvement', International Business Review, vol.18:1, pp. 89-107 [Link]

Rajaguru R and Matanda M 2009 'Influence of Organizational Integration on Business Performance: The Mediating Role of Organisational-Level Supply Chain Functions', Journal of Enterprise Information Management, vol.22:4, pp. 456-67 [Link]

Matanda M and Ndubisi NO 2009 'Market Orientation, Supplier Perceived Value and Business Performance of SMEs in a Sub-Sahara African Nation', Journal of Enterprise Information Management, vol.22:4, pp. 384-407 [Link]


Journal Article/s

Beverland M, Ewing M and Matanda M 2006 'Driving-Market and Market-Driven? A Case study Analysis of the New Product Development Practices of Chinese Business-to-Business Firms', Industrial Marketing Management, vol.35:3, pp. 383–93 [Link]

Recent Units Taught

  • BUSS5000 Critical Thinking in Business

    2017: Int Feb, Int Jan,
    2016: S1,

  • MKTG6203 Innovative Marketing Strategies

    2017: S2,