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Vince Mitchell

Vince Mitchell


Professor; Head of Discipline

Rm 4027
H70 - Abercrombie Building
The University of Sydney
NSW 2006 Australia

Telephone +61 2 8627 6458
vince.mitchell@sydney.edu.au

Bio

Vincent-Wayne Mitchell is Professor of Marketing at The University of Sydney Business School. He did his PhD in Professional Services Marketing at Manchester University where he became UMIST’s youngest Professor. On becoming Chair of the Marketing Department at Cass Business School, London in 2004 he helped established the first ever Film Business Academy, a new highly-tailored Executive-PhD program, a new MSc in Marketing Strategy and Innovation and grow the group for 6-12 faculty.

Despite his administrative duties, he has published over 200 academic and practitioner papers in journals such as Harvard Business Review, Journal of Consumer Psychology, Journal of Economic Psychology, Journal of Business Ethics, British Journal of Management. His work has won 12 Best Paper Awards and he sits on the Editorial Boards of six international journals and was Associate Editor from Journal of International Management Reviews ranked which is ranked 10th in impact out of 116 management journals. One of his papers is in the top 10 most cited papers for the European Journal of Marketing, while another is in the top 10 most cited papers for the International Journal of Retail and Distribution Management. His h index is 47 with over 10,400 citations on Google Scholar with one article having nearly 1,400 citations.

As a passionate educator, he has published 25 articles in the area of education on such things as: developing oral presentation skills, international e-mail debating, doing a PhD and teaching market segmentation as well as book chapters and case studies which has helped to enhance his pedagogical approach. In addition, he has extensive experience of the HE sector through his External Examinerships at BSc, MSc, MBA at places such as; Imperial, Warwick, Loughborough, Strathclyde, Henley Management Centre and been External PhD Examiner for 14 institutions including Oxford University, Manchester, Cardiff and University of Cape Town as well as being an External Assessor for international programs for the UAE Ministry of Education in Dubai. This is complimented by his extensive global research and teaching experience and networks around the world in leading UK and international teaching institutions such as: Paris Dauphine University, France, Wirtshaftuniversitat, WU Austria, ESCP-Europe, Baltic Management Institute, Lithuania, Stern BS NYU, Olin BS, Washington St Louis, Meunster, Germany, HEC Montreal, Schulich BS, York University, Canada, SP Jain, New Delhi.

As a Fellow of the Chartered Institute of Marketing, Academy of Marketing Science and the Marketing Society UK, he maintains active engagement outside the University and was an Expert Adviser for the UK Government’s Office of Fair Trading and a Judge for the National Marketing Awards for Excellence from the Marketing Society, which is the UKs leading group of professional Marketers as well as keynote speeches at various National Conferences such as: Road Safely Conference, Visa International, British Boarding School Association, IBDG, Independent Schools Council and Film Academy Finland as well as chairing and been a panel member of numerous industry conferences for TEN, Loyalty World, Global Insight Conferences and Management Today. He has a track record of 44 large and small grants to fund research which is consistent over the past 20 years including monies from government agencies and companies such as: Early Learning Centre, Cooperative Bank, British Brandowners Group, VISA, Coca Cola, Boots, NEC, KPMG, Viatel, Hillier Parker May and Rowdon, Tesco, as well as non-commercial such as; the Marketing Society, The Worshipful Company of Marketors, USA Federal Drug Administration, Lancashire County Council, Drinkaware Trust, Department of Trade and Industry. As a result of his impact focus, his research has been extensively reported in Financial Times, Times, Guardian, The Daily Telegraph, THES, BBC Radios 1 and 4, Ten O’clock News, Working Lunch and regularly on Watchdog. His book called ‘Real People, Real Decisions’ won Financial Times/Pearson Prentice Hall Higher Education Book of the Year Award 2010 and is now in its 3rd Edition.

Research Interests

His research interests focus around consumer problems such as; confinement, confusion, risk, complaining behaviour as well as how visually impaired engage with the marketplace and determinants of consumer happiness. Current projects include; consumer privacy issues and the selling of others’ data, confinement coping strategies in the airline industry, how to evaluate the impact of research. These interests have potential impact via three market mechanisms namely; how consumers solve their own problems and those of other consumers, how businesses can solve them to create competitive advantage and/or government intervention or self-regulation intervention may be necessary when the first two mechanisms don’t work in creating marketplace enfranchisement and fairness.

2017

4
Journal Article/s

Mitchell V and Lodhia A 2017 'Understanding the metrosexual and spornosexual as a segment for retailers', International Journal of Retail and Distribution Management, vol.45:4, pp. 349-365 [Link]

2016

4
Journal Article/s

Walsh G, Lindridge A, Mitchell V, Deseniss A and Lippold A 2016 'Investigating consumer confusion proneness cross-culturally: Empirical evidence from the United States, Germany, and Thailand', International Journal of Markets and Business Systems, vol.2:3, pp. 226-242 [Link]

Mitchell V, Schlegelmilch BB and Mone SD 2016 'Why should I attend? The value of business networking events', Industrial Marketing Management, vol.52, pp. 100-8 [Link]

2015

2
Book Section/s

Mitchell V and Joshi Y 2015 'To Study or not to Study Marketing, That is the Question' in Marketing for the Curious: Why Study Marketing? The Stuck Student’s Guide to Picking the Best College/University Major and Career, The Curious Academic Publishing

Mitchell V and Harvey W 2015 'Corporate Brand: Professional service firms' in Corporate Branding: Areas, arenas and approaches, ed. TC Melewar and SF Syed Alwi, Routledge, Abingdon, United Kingdom, pp. 130-48

Harvey W and Mitchell V 2015 'Marketing and Reputation within Professional Service Firms' in The Oxford Handbook of Professional Service Firms, ed. L Empson, D Muzio, JP Broschak & B Hinings, Oxford University Press, Oxford, United Kingdom, pp. 279-303

4
Journal Article/s

Mitchell V, Bakewell C, Jackson P and Heslin C 2015 'How message framing affects consumer attitudes in food crises', British Food Journal, vol.117:8, pp. 2200-11 [Link]

Mitchell V, Petrovici D, Schlegelmilch BB and Szöcs I 2015 'The influence of parents versus peers on Generation Y Internet ethical attitudes', Electronic Commerce Research and Applications, vol.14:2, pp. 95-103 [Link]

2014

2
Book Section/s

Mitchell V 2014 'Product Positioning' in Wiley Encyclopedia of Management (3rd edition), ed. Cooper, C.L., Wiley, United Kingdom

4
Journal Article/s

Mitchell V and Chaudhury A 2014 'Predicting retail brand extension strategy success: A consumer based model', Journal of Customer Behaviour, vol.13:2, pp. 93-111 [Link]

Huang HH and Mitchell V 2014 'The role of imagination and brand personification in brand relationships', Psychology and Marketing, vol.31:1, pp. 38-47 [Link]

2013

1
Book/s

Solomon M, Marshall G, Stuart E, Barnes B and Mitchell V 2013 'Marketing: Real People, Real Decisions (2nd edition)', Pearson, United Kingdom

4
Journal Article/s

Zhong JY and Mitchell V 2013 'When having is not enough: Implications of being satisfied', European Journal of Marketing, vol.47:11/12, pp. 1975-2001 [Link]

2012

4
Journal Article/s

Balabanis G, Mitchell V, Bruce I and Riefler P 2012 'A Conceptual Stress-Coping Model of Factors Influencing Marketplace Engagement of Visually Impaired Consumers', Journal of Consumer Affairs, vol.46:3, pp. 485-505 [Link]

Huang HH and Mitchell V 2012 'Are Consumer and Brand Personalities the Same?', Psychology and Marketing, vol.29:5, pp. 334-9 [Link]

Zhong JY and Mitchell V 2012 'Does Consumer Well-Being Affect Hedonic Consumption?', Psychology and Marketing, vol.29:8, pp. 583-94 [Link]

2010

2
Book Section/s

Lewis B and Mitchell V 2010 'Defining and Measuring the Quality of Customer Service' in Services Marketing, Sage

4
Journal Article/s

Walsh G and Mitchell V 2010 'Consumers' Intention to Buy Private Label Brands Revisited', Journal of General Management, vol.35:3, pp. 3-24 [Link]

Walsh G and Mitchell V 2010 'Identifying, segmenting and profiling online communicators in an internet music context', International Journal of Internet Marketing and Advertising, vol.6:1, pp. 41-64 [Link]

Walsh G, Mitchell V, Kilian T and Miller L 2010 'Measuring consumer vulnerability to perceived product-similarity problems and its consequences', Journal of Marketing Management, vol.26:1-2, pp. 146-62 [Link]

2009

1
Book/s

Solomon M, Marshall G, Stuart E, Barnes B and Mitchell V 2009 'Marketing: Real People, Real Decisions (1st edition)', Pearson, United Kingdom

Recent Units Taught

  • MKTG6007 Consumer Behaviour

    2017: S2,

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