Dr James Richard

Dr James Richard profile picture

Director PhD Programme School of Marketing and International Business


Teaching in 2019

Research interests

Customer relationship marketing Internet marketing Retail, Brand Direct Marketing Technology and marketing


Originally from Canada, James joined Victoria University in 2002 as a part-time lecturer in Marketing Management (MMBA518). As a full-time senior lecturer James now teaches Market Research (MARK203), Internet Marketing (MARK 312), Critical Thinking in Contemporary Marketing (MARK 404), and Quantitative Research Methods (INFO513, PhD programme). Over the years James has also taught Direct Marketing (MARK 313), Cyberspace Marketing (MMIM523) and Marketing Management (IMBA518 on the International MBA programme).

He was affiliated with the Victoria Management School when he held the position of Director of the International MBA Programme.

Prior to joining Victoria University James worked six years for NEC New Zealand, a telecommunication manufacturer and solutions provider, as the Senior Manager - Sales and Marketing. Previously he was located in Toronto, Canada with NORTEL Networks for 10 years in a variety of IT project, management and marketing roles. This included the role of ISDN Marketing manager, trialling and introducing ISDN technology into Canadian telephone companies, and Canadian Centrex Marketing Manager, which included supporting Australia and New Zealand.

In addition to his sales and marketing roles, James has experience in business development, marketing communications, channel management, customer service, account management, change management, product marketing, technical support, and business process re-engineering. As a consultant for the Canadian government James developed and implemented business plans for small businesses in the Yukon.

James also has extensive experience in manufacturing supply chain management. In addition he has owned his own resort hotel and pub in Ontario, as well as a small consulting and training business in New Zealand.

James's outside interests include: trail running, scuba diving, tramping and bicycling (both road and MTB).


BSc(Hons) (Trent); MBA (UWO); PhD (VUW); PGCertHELT (VUW)

Current research projects

  • Customer Relationship Management,
  • Relationship marketing,
  • Internet marketing, mobile marketing, social media
  • Personal risk assessment

Teaching interests

  • Critical thinking
  • Use of technology in marketing
  • Relationship marketing
  • Marketing management,
  • Marketing strategy

Selected publications

Richard, J. E., & Fam, K.-S., (Forthcoming 2017). Marketing, Tourism, and International Business journal rankings 2014: the Vox Populi approach. Asian Journal of Business Research.

Gosling, M., Richard, J. E., & Seo, Y. (2017). Markets and market boundaries: A social practice approach. Journal of Service Theory and Practice. 27(2), 408-426.

Richard, J. E., & Purnell, F. (2017). Rethinking catalogue and online B2B buyer channel preferences in the education supplies market. Journal of Interactive Marketing, 37(1), 1-15. doi: http://dx.doi.org/10.1016/j.intmar.2016.06.003

Renton, M., Daellenbach, U., Davenport, S., & Richard, J. E. (2016). Finding fit: An exploratory look at SME building brand orientation and brand management in the New Zealand food and beverage sector. Journal of Brand Management, 23(3), 289-305. doi: 10.1057/bm.2016.7

Moughan, J., & Richard, J. E. (2016). Luxury fashion brands: Can Instagram really influence the purchase of luxury goods? In F. McLeay & H. Woodruffe-Burton (Eds.), (pp. 1-11). Academy of Marketing Conference, Newcastle upon Tyne, UK: Northumbria University, Newcastle Business School.

Richard, J. E., Plimmer, G., Fam, K.-S., & Campbell, C. (2015). Publishing success of marketing academics: antecedents and outcomes. European Journal of Marketing, 49(1/2), 123-145. doi: 10.1108/EJM-06-2013-0311

Renton, M., Daellenbach, U., Davenport, S., & Richard, J. E. (2015). Small but sophisticated: Entrepreneurial marketing and SME approaches to brand management. Journal of Research in Marketing and Entrepreneurship, 17(2), 149-164. doi: 10.1108/JRME-05-2014-0008

Krisjanous, J., Richard, J. E., & Gazley, A., (2014). The perfect little bump: Does the media portrayal of pregnant celebrities influence maternal-fetal attachment? Psychology & Marketing. 31(9), 758-773. doi: 10.1002/mar.20732

Richard, J. E., & Guppy, S. (2014). Facebook: Investigating the influence on consumer purchase intention. Asian Journal of Business Research, 4(2), 1-14. doi: 10.14707/ajbr.140006

Yang, L., Fam, K.-S., & Richard, J. E. (2014). Word-of-mouse in China: in-depth interviews. Asian Journal of Business Research, 4(2), 40-51. doi: 10.14707/ajbr.140009

Barnes, M. A., & Richard, J. E. (2014). Digital banking: Investigating the use of social media and mobile applications in building relationships, loyalty and reducing churn. In J. Robson (Ed.), Marketing Dimensions: People, Places and Spaces (pp. 1-11). Academy of Marketing Conference 2014, Bournemouth, UK: Bournemouth University.

Renton, M. & Richard, J. E. (2014). An Exploratory Look at Brand Orientation in the NZ Food and Beverage Sector: A Contingency Approach. ANZMAC 2014, Brisbane. Full conference paper.

Richard, J. E., & Meuli, P. G., (2013). Exploring and modelling digital native’s intention to use permission-based location-aware mobile advertising. Journal of Marketing Management, 29(5-6), 698-719. doi:10.1080/0267257X.2013.770051

Richard, J. E., Thirkell, P. C., & Huff, S. L. (2013). Exploring the relationship quality gap between customer and supplier. In R. Brody (Ed.), Engaging with our Future (pp. 1-8). ANZMAC, Australian& New Zealand Marketing Academy, Auckland, New Zealand: The University of Auckland.

Neill, W. D., & Richard, J. E. (2012). Intranet portals: Marketing and managing individuals’ acceptance and use. Australasian Marketing Journal, 20(2), 147-157 DOI: 10.1016/j.ausmj.2011.10.003.

Richard, J. E., & Zhang, A. (2012). Corporate image, loyalty and commitment in the consumer travel industry, Journal of Marketing Management, 28(5/6), 568-593. DOI: 10.1080/0267257X.2010.549195.

View further publications by James Richard


Teaching in 2019