Don O’Sullivan joined Melbourne Business School in 2008 as an Associate Professor of Marketing.

After completing his PhD at University College Cork, Don continued at Cork as a lecturer for eight years before travelling to Dublin to become the Director of Strategic Marketing at TecBrand.

Don’s research, which been published in the Journal of Academy of Marketing Science, International Journal of Research in Marketing, Strategic Management Journal and elsewhere, focuses on the impact of marketing activities and assets on company performance.

Alongside his academic career, Don also works with global brands, such as Johnson & Johnson, Motorola, NAB, Nestlé, Salesforce, Siemens and AMP, and comments regularly in The Australian Financial Review, ABC and other media outlets.

Don teaches Marketing, Brand Management, Integrated Marketing Communications and Marketing Strategy on our MBA, Executive and Senior Executive MBA programs and General Management and Advanced Management executive education programs.



Are nonfinancial metrics good leading indicators of future financial performance?’ O’Connell, V & O’Sullivan, D, summer 2016, Sloan Management Review, vol. 57, no. 4, pp. 21–23.

The influence of lead indicator strength on the use of nonfinancial measures in performance management: Evidence from CEO compensation schemes’, O’Connell V & O’Sullivan, D, 2014, Strategic Management Journal, vol. 35, no. 6, pp. 826–844.  

The impact of customer satisfaction on CEO bonuses’ O’Connell V & O’Sullivan, D, 2011, Journal of Academy of Marketing Science, vol. 39, no. 6, pp. 823–845.

Empirical evidence of the stock market’s (mis)pricing of customer satisfaction’, O’Sullivan, D, Hutchinson, MC & O’Connell, V, June 2009, International Journal of Research in Marketing, vol. 26, no. 2, pp. 154–161.                                                                                             

Marketing performance measurement ability and firm performance’, O'Sullivan, D & Abela, AV, April 2007, Journal of Marketing, vol. 71, no. 2, pp. 79–93.

The Social Context of Compensation Design: Social Norms and the Impact of Equity Incentives (with Leon Zolotoy and Geoffrey Martin). Human Resource Management (2017), forthcoming.

The Role of Affect in Shaping the Behavioral Consequences of CEO Option Incentives (with Leon Zolotoy, Geoffrey Martin, and Madhu Veeraraghavan). Journal of Management (2018), forthcoming.


Don O'Sullivan
PROFESSOR OF MARKETING QUALIFICATIONS PHD, MBA and BCOMM, UNIVERSITY COLLEGE CORK AREAS OF EXPERTISE Marketing strategy, marketing communications, customer centricity TOPICS Customer orientation, brand management INDUSTRIES Professional services, consumer goods, financial services, pharmaceutical and medical devices, technology, engineering GEOGRAPHIES Australia, Europe, South-East Asia Contact: