Arry Tanusondjaja

Research Interests

Consumer behaviour Marketing Marketing management (incl. strategy and customer relations)

Dr Arry Tanusondjaja

Senior Research Fellow

School of Marketing

College of Business and Law

Eligible to supervise Masters and PhD - email supervisor to discuss availability.

Available For Media Comment.

Dr Arry Tanusondjaja is a Senior Marketing Scientist and a Senior Research Fellow at the Ehrenberg-Bass Institute at Adelaide University. Arry joined the Ehrenberg-Bass Institute in 2010 with over a decade of industry experience at several large banks in Indonesia, Singapore, and Australia. Dr Arry Tanusondjaja holds a PhD (Business) in the area of brand portfolio, a Graduate Diploma in Applied Economics and an Honours Degree in Computer and Information Science. Dr Arry Tanusondjaja's current research focuses on product portfolio structure and composition and its role in brand growth. His research area covers topics such as category growth, market competition, as well as media and consumer behaviour. His research has been published in several international journals, including Marketing Letters, International Marketing Review, Journal of Business Review, and Journal of the Academy of Marketing Science. Dr Arry Tanusondjaja has engaged local and international industry through various research projects with local as well as international organisations, such as Mars, PepsiCo, and P&G. With ongoing research into portfolio management and consumer behaviour, together with his management experience in the financial industry for over 10 years across various countries, Dr Arry Tanusondjaja brings a wealth of experience to the Adelaide University. 

Date Position Institution name
2022 - ongoing Senior Research Fellow University of South Australia
2014 - ongoing Senior Marketing Scientist University of South Australia
2014 - 2014 Course Coordinator: Media Planning University of South Australia
2012 - 2012 Course Coordinator: Media Planning University of South Australia
2010 - 2014 Research Associate University of South Australia
2009 - 2010 Senior Research Analyst newfocus
2007 - 2008 Manager, Market Intelligence and Research Adelaide Bank
2005 - 2007 Manager, Customer and Partner Research Adelaide Bank
2004 - 2005 Senior Data Analyst Adelaide Bank
2004 - 2004 Research and Data Analyst Adelaide Bank
2001 - 2002 Business Analyst - Group office Standard Chartered (Singapore)
2000 - 2001 Internet Project Manager Citibank, N.A.
1998 - 2000 Customer Retention Manager Citibank, N.A.
1996 - 1998 Marketing Database Manager Citibank, N.A.

Date Type Title Institution Name Country Amount
2020 Award Industry Engagement Award University of South Australia Australia -
2017 Award Achievement in International Excellence Award University of South Australia Australia -

Language Competency
English Can read, write, speak, understand spoken and peer review
German Can read, write, speak and understand spoken
Indonesian Can read, write, speak, understand spoken and peer review

Date Institution name Country Title
2013 - 2015 University of South Australia Australia Doctor of Philosophy (Marketing)
2010 - 2012 University of South Australia Australia Master of Business (Research), Marketing
2003 - 2003 University of Adelaide Australia Graduate Diploma, Applied Economics
1992 - 1995 University of South Australia Australia Bachelor of Computer and Information Science (Hons)

Date Title Institution name Country
2010 QPR The Research Society Australia

Year Citation
2025 Thorpe, D., Cohen, J., Tanusondjaja, A., & Lockshin, L. (2025). Understanding how banking channels grow and share customers. International Journal of Bank Marketing, 43(7), 1441-1467.
DOI
2025 Stocchi, L., Tanusondjaja, A., & Hawkins, M. (2025). The exceptions confirming the rule: deviations in the market performance of standalone mobile apps. Australasian Marketing Journal, online, 8 pages.
DOI Scopus2 WoS2
2025 Tanusondjaja, A., Nenycz Thiel, M., Dawes, J., Kennedy, R., & Dunn, S. (2025). Does size matter: how product assortment size is related to brand performance. Journal of Marketing Management, online(17-18), 1-27.
DOI
2025 Victory, K., Romaniuk, J., Nenycz Thiel, M., Tanusondjaja, A., & Dawes, J. (2025). How to identify line extensions that survive. Journal of Product and Brand Management, online, 1-14.
DOI
2025 Dunn, S., Nenycz Thiel, M., Graham, C., Dawes, J., Danenberg, N., Tanusondjaja, A., . . . McColl, B. (2025). How categories grow: the behavioural drivers of revenue growth. Journal of Business Research, 195(115385), 1-12.
DOI Scopus2 WoS2
2024 Victory, K., Tanusondjaja, A., Dawes, J., Nenycz Thiel, M., & Romaniuk, J. (2024). Are there generalizable patterns in line extension performance?. Journal of Product and Brand Management, 33(6), 733-744.
DOI Scopus1 WoS1
2023 Tanusondjaja, A., Michelon, A., Hartnett, N., & Stocchi, L. (2023). Reaching voters on social media: planning political advertising on snapchat. International Journal Of Market Research, 65(5), 566-580.
DOI Scopus10 WoS8
2023 Tan, P. J., Tanusondjaja, A., Corsi, A., Lockshin, L., Villani, C., & Bogomolova, S. (2023). Audit and benchmarking of supermarket catalog composition in five countries. International Journal of Advertising, 42(3), 589-616.
DOI Scopus1 WoS1
2022 Tanusondjaja, A., Graham, C., Dunn, S., Nenycz Thiel, M., & McColl, B. (2022). A rising tide lifts all boats: the role of share and category changes in managing organic sales growth. Journal of Strategic Marketing, 30(6), 588-605.
DOI Scopus4 WoS4
2022 Stocchi, L., Pourazad, N., Michaelidou, N., Tanusondjaja, A., & Harrigan, P. (2022). Marketing research on mobile apps: past, present and future. Journal of the Academy of Marketing Science, 50(2), 195-225.
DOI Scopus161 WoS130 Europe PMC9
2022 Tanusondjaja, A., Romaniuk, J., Nenycz Thiel, M., Sakashita, M., & Viswanathan, V. (2022). Examining Pareto law across department store shoppers. International Journal Of Market Research, 65(5), 581-596.
DOI Scopus7 WoS7
2022 Dunn, S., Nenycz-Thiel, M., Graham, C., Dawes, J., & Tanusondjaja, A. (2022). Investigating Patterns of Category Growth and Decline.
2021 Dunn, S., Graham, C., Nenycz Thiel, M., & Tanusondjaja, A. (2021). Investigating undercurrents of stationarity and growth with long-term panel data. International Journal of Market Research, 63(6), 786-809.
DOI Scopus8 WoS9
2021 Tan, P. J., Tanusondjaja, A., Corsi, A., Lockshin, L., Villani, C., & Bogomolova, S. (2021). Behavioural and psychographic characteristics of supermarket catalogue users. Journal of Retailing and Consumer Services, 60(102469), 1-9.
DOI Scopus12 WoS9
2021 Victory, K., Nenycz-Thiel, M., Dawes, J., Tanusondjaja, A., & Corsi, A. M. (2021). How common is new product failure and when does it vary?. Marketing Letters, 32(1), 17-32.
DOI Scopus31 WoS26
2021 Tanusondjaja, A., Dunn, S., & Miari, C. (2021). Examining manufacturer concentration metrics in consumer packaged goods. International Journal of Market Research, 63(4), 471-493.
DOI Scopus6 WoS7
2020 Martin, J., Nenycz Thiel, M., Dawes, J., Tanusondjaja, A., Cohen, J., McColl, B., & Trinh, G. (2020). Fundamental basket size patterns and their relation to retailer performance. Journal of Retailing and Consumer Services, 54(102032), 1-12.
DOI Scopus20 WoS19
2020 Dunn, S., Graham, C., Nenycz-Thiel, M., & Tanusondjaja, A. (2020). Marketing Research Faces Two Challenges and a World of Opportunity with Long-Term Panel Data.
2018 Tanusondjaja, A., Nenycz Thiel, M., Dawes, J., & Kennedy, R. (2018). Portfolios: patterns in brand penetration, market share, and hero product variants. Journal of retailing and consumer services, 41, 211-217.
DOI Scopus20 WoS22
2016 Tanusondjaja, A., Nenycz Thiel, M., & Kennedy, R. (2016). Understanding shopper transaction data: how to identify cross-category purchasing patterns using the duplication coefficient. International journal of market research, 38(3), 401-420.
DOI Scopus21 WoS20
2016 Tanusondjaja, A., Trinh, G., & Romaniuk, J. (2016). Exploring the past behaviour of new brand buyers. International journal of market research, 58(5), 733-748.
DOI Scopus14 WoS13
2016 Trinh, G., Romaniuk, J., & Tanusondjaja, A. (2016). Benchmarking buyer behavior towards new brands. Marketing letters, 27(4), 743-752.
DOI Scopus24 WoS22
2015 Greenacre, L., Tanusondjaja, A. T., Dunn, S., & Page, B. (2015). Using choice experiments to find double jeopardy patterns. International journal of market research, 57(5), 1-14.
DOI Scopus10 WoS9
2015 Tanusondjaja, A., Greenacre, L., Banelis, M., Truong, O., & Andrews, T. (2015). International brands in emerging markets: the myths of segmentation. International marketing review, 32(6), 783-796.
DOI Scopus26 WoS23
2013 Nenycz Thiel, M., Bogomolova, S., & Tanusondjaja, A. (2013). "Sharing the cup of knowledge": special section from ANZMAC 2012. Australasian marketing journal, 21(4), 219-220.
DOI

Year Citation
2016 Dickson, V., Tanusondjaja, A., & Nguyen, C. (2016). Should marketers advertise in a targeted magazine or television program? Comparing user profiles across competing media vehicles. In D. Fortin, & L. K. Ozanne (Eds.), Marketing in a post-disciplinary Era ANZMAC 2016 (pp. 529-538). NZ: University of Canterbury.
2012 Benson, T., Tanusondjaja, A., Kennedy, R., & Taylor, J. (2012). Reach maximisation through day-part redistribution: an evaluation. In Australian and New Zealand Marketing Academy Conference 2012 Proceedings (pp. 1-5). Australia: ANZMAC.
2011 Beal, V., Tanusondjaja, A., & Nenycz Thiel, M. (2011). Behavioural measures: can they predict television program growth and decline?. In M. MacCarthy (Ed.), 2011 Australian and New Zealand Marketing Academy (ANZMAC) Conference proceedings: Marketing in the age of consumerism: Jekyll or Hyde? (pp. 1-8). Perth, WA: ANZMAC.
2011 Beal, V., Tanusondjaja, A., & Bogomolova, S. (2011). PVRs: Jekyll or Hyde? Examining penetration, usage and effects on advertising in the Australian market. In M. MacCarthy (Ed.), 2011 Australian and New Zealand Marketing Academy (ANZMAC) Conference: Marketing in the age of consumerism: Jekyll or Hyde? Proceedings (pp. 1-10). Perth, WA: ANZMAC.
2010 Tanusondjaja, A., Kennedy, R., Taylor, J., & Riebe, E. (2010). Reaching a wide audience in a fragmented market: a lesson from the United Kingdom. In B. Ballantine, & P. Paul (Eds.), Australian and New Zealand Marketing Academy Conference proceedings (pp. 1-7). New Zealand: ANZMAC.

Date Role Research Topic Program Degree Type Student Load Student Name
2025 Principal Supervisor Ehrenberg Bass Institute Research Degree - 2025 - Master Full Time Mr Jackson Bailey Dunn
2024 Principal Supervisor A systematic investigation of the patterns of buyer sharing inside product portfolios - Master Full Time Mr Mason Whitmore
2023 Co-Supervisor Limited Time Offers: a quantitative analysis of their strategic role  - Master Full Time Mr Carlos Villanueva

Date Role Board name Institution name Country
2010 - 2012 Board Member National Board, AMSRS Australian Market and Social Research Society Australia

Date Role Committee Institution Country
2019 - 2022 Member Early Career Researcher Network University of South Australia Australia
2015 - 2018 Vice-Chair Australian Market and Social Research Society Australian Market and Social Research Society Australia
2013 - 2016 Board Member Highbury Street Fund Uniting Church SA Australia
2010 - 2014 Chair Australian Market and Social Research Society - SA Division Australian Market and Social Research Society Australia

Date Role Membership Country
2004 - ongoing Member The Research Society -

Date Title Engagement Type Institution Country
2014 - ongoing Business Career Mentor Public Community Engagement University of South Australia Australia

Date Role Editorial Board Name Institution Country
2025 - ongoing Editor International Journal of Market Research International Journal of Market Research United Kingdom
2024 - ongoing Member International Journal of Advertising International Journal of Advertising United States
2023 - 2025 Associate Editor International Journal of Market Research International Journal of Market Research United Kingdom

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