Don O'Sullivan

Professor of Marketing

Don O’Sullivan joined Melbourne Business School in 2008.

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, Journal of Management, Journal of Business Ethics and elsewhere, focuses on the impact of marketing activities and assets on company performance and on executive decision making.

Alongside his academic career, Don also works with global brands, such as AMCOR, AMP, AustralianSuper, BP, Bristol-Myers Squibb, CALTEX, Cricket Australia, GHD, Hesta, Honda, Johnson & Johnson, LVMH, Mars, Medibank, NAB, Nestle, News Corp, PWC, UOB, Salesforce, Siemens, Toll and TNB. Don comments regularly in The Australian Financial Review, ABC and other media outlets.

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

Most Notable Research

'Marketing performance measurement ability and firm performance' O'Sullivan, D. & Abela, A. V. 2007  Journal of Marketing, 2007, Vol. 71, no. 2, 72-93.

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.

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

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.

'Character cues and contracting Costs: The relationship between philanthropy and the cost of capital', Zolotoy, L, O'Sullivan, D & Klein, J, 2019, Journal of Business Ethics, vol, 154, no. 2, pp. 487-515.

'The Social Context of Compensation Design: Social Norms and the Impact of Equity Incentives' Zolotoy, L, O'Sullivan D, and Martin, G, 2018 Human Resource Management, vol. 57, no 5, pp. 1233-1250.

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.