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About Me

Dr Arry Tanusondjaja

I’m a Senior Marketing Scientist at the Ehrenberg-Bass Institute within the University of South Australia | Business. I joined the Ehrenberg-Bass Institute in 2010, after building a career in the finance industry for over a decade. I started as a Management Associate at Citibank, N.A. in Indonesia and gained further career experience in Citibank, N.A. (Singapore) and the group office of Standard Chartered Bank in Singapore. In the early 2000s, after taking a sabbatical off career building to learn about Applied Economics, I rebuilt my career at the Adelaide Bank in Australia, prior to its merger with the Bendigo Bank in 2008.  

I hold a PhD (Business) in the area of brand portfolio, a Graduate Diploma in Applied Economics and an Honours Degree in Computer and Information Science. My current research focuses on the relationship between a brand’s product portfolio size and composition with its market performance – in terms of attracting buyers and sales. My research has been published in several international journals, including Marketing Letters, International Marketing Review, Journal of Strategic Marketing, and Journal of Retailing and Consumer Services.

Since joining the Ehrenberg-Bass Institute, I’ve applied my industry experience and analytical skills to several areas of research including media, consumer behaviour, and brand portfolio research. My computer science background also played a vital role in the development of an analytical tool that is currently used globally to automate duplication of purchase analysis.  

Ever the curious, over-thinking type, I also like to ponder things related to marketing, consumer behaviour, and advertising.

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