Associate Professor Sergio Biggemann, Our people, Department of Marketing

Sergio Biggemann image BSc (Mining), MMPP, MBA (Catholic University of Bolivia), DBA (Macquarie Graduate School of Management, Australia)

Room Otago Business School 4.10
Tel +64 3 479 8467
Email sergio.biggemann@otago.ac.nz

Sergio comes from working more than 20 years in the mining and related industries. He has co-founded a few companies including mining, service and maintenance, silver-ware and paint manufacturing.

Sergio holds a Doctor of Business Administration from Macquarie Graduate School of Business at Macquarie University in Sydney, Australia. His thesis "Understanding and Modelling the Dynamics of Business-to-Business Relationships" was awarded the Vice-Chancellor's commendation for a doctoral thesis of exceptional merit. He also holds a Master of Business Administration and a Master of Management and Public Policy from the Catholic University of Bolivia (both with Distinction) and a bachelor's degree in Mining Engineering.

He has hold teaching roles at Masters and Executive levels and consulting extensively throughout Latin America, Europe, Turkey, and the US. Sergio was also Research Director at the Latin America Logistics Centre, a leading logistics organisation through which more than 800 Latin American companies participate in an annual logistics benchmarking exercise. Sergio's professional affiliations include being a member of the IMP Group, the Australian & New Zealand Marketing Academy, the Bolivian Society of Engineers, and holding the position of Honours President of the Bolivian Logistics Association. He has been a member of New Zealand Business Mentors for the last ten years.

His current research interests include:

The dynamics of business-to-business relationships; intercompany interaction in complex networks
Supply chain integration, collaboration, readiness, and resilience
The effects of new technologies, especially artificial intelligence in human – machine interaction in business-to-business and service marketing

Sergio is the Director of the Department of Marketing PhD Programme.

Supervision

Current doctoral students and graduates.

PhD primary supervisor:

Thanuka Mahesha de Silva: Toward an Understanding of How Artificial Intelligent Agents Cocreate Value with Customers. Co-supervisors Associate Professor Tony Garry, Dr Loic Li
Tahmine Sarvari: The Effect of Artificial Intelligence Assistants on Customers' Negative Reactions. Co-supervisors Professor Lisa McNeill and Associate Professor Tony Garry
Yusepaldo Pasharibu: The Role of Engagement Platform in Supporting Stakeholders' Value Creation. Co-supervisor Associate Professor Lincoln Wood
Yalda Boroushaki: The investigation of micro-foundations on supply chain resilience. Co-supervisor Professor Richard Greatbanks

Co-supervisor:

Kara Ma: Sustainable Fashion Consumption and the “Intention-Behaviour” Gap: A Cross-cultural Study. Primary supervisor Professor Lisa McNeill

Doctor of Business Administration primary supervisor:

Fengxian Jin: The development of third-party procurement business relationship.

PhD Graduates:

Quynh Anh Đào (2023): Managing cultural differences in International Joint Ventures and the role of Social Identity Theory
Amy (Siqiao) Luan (2022): Knowledge Transfer within Multinational Enterprises via International Assignees: A Multi-level Microfoundational Empirical Investigation in the Food and Beverage Industry between China and New Zealand
Arezoo Fakhimi (2021): Customer Service Experience of AI-Based Organisational Frontlines
Katayoun Zafari (2019): Building Resilience in Turbulent Environments. The Role of Relationship Marketing
Regina Maniam (2018): Effects of Social Capital on Start-up Outcomes
Donia Waseem (2018): Value Co-Creation: Role of Actor's Competence and Motivation
Kamer Yuksel (2017): A New Understanding of Brand Development through Social Actor Engagement
Joe Chai (2012): An Investigation of the Influence of Consumer Acculturation in Ethnic Consumer–Banking Service Provider Relationships in New Zealand
Marcus Schulz (2011): New Mindsets for Service-Orientated Marketing, Based on the Understanding of Emotions in Interpersonal Relationships

Office hours

Tuesdays 2:00pm-4:00pm

Publications

Fakhimi, A., Garry, T., & Biggemann, S. (2023). The effects of anthropomorphised virtual conversational assistants on consumer engagement and trust during service encounters. Australasian Marketing Journal, 31(4), 314-324. doi: 10.1177/14413582231181140 Journal - Research Article

Thyne, M., & Biggemann, S. (Eds.). (2023). Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing for Good. 660p. Retrieved from https://www.anzmac2023.com/ Conference Contribution - Edited volume of conference proceedings

Fakhimi, A., Garry, T., & Biggemann, S. (2023). Human-machine socio-emotional service experiences. In M. Thyne & S. Biggemann (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing for Good. (pp. 459). [Abstract] Conference Contribution - Published proceedings: Abstract

Zafari, K., Biggemann, S., & Garry, T. (2023). Development of business-to-business relationships in turbulent environments. Industrial Marketing Management, 111, 1-18. doi: 10.1016/j.indmarman.2023.03.002 Journal - Research Article

Williams, M., & Biggemann, S. (2023). Corporate art collections in Australia: The influence of Aboriginal art on corporate identity. International Journal of Business Communication, 60(2), 656-677. doi: 10.1177/2329488420958112 Journal - Research Article

2023

Journal - Research Article

Conference Contribution - Published proceedings: Abstract

Conference Contribution - Edited volume of conference proceedings

Thyne, M., & Biggemann, S. (Eds.). (2023). Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing for Good. 660p. Retrieved from https://www.anzmac2023.com/

2022

Journal - Research Article

Tóth, Z., Biggemann, S., & Williams, M. (2022). Unintentionality in market shaping: A multiple case study of touring exhibitions from New Zealand, Australia, and the United Kingdom. Industrial Marketing Management, 103, 117-129. doi: 10.1016/j.indmarman.2022.03.012

Conference Contribution - Published proceedings: Abstract

Fakhimi, A., Garry, T., & Biggemann, S. (2022). The role of perceived gratifications on virtual conversational assistants' privacy concerns. In P. Harrigan & G. Brush (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference: Reconnect and Reimagine. (pp. 574). Retrieved from https://anzmac.org

Luan, S., Biggemann, S., Garry, T., & Mirosa, M. (2022). Exploring multinational enterprises' Reverse Knowledge Transfer. In P. Harrigan & G. Brush (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference: Reconnect and Reimagine. (pp. 361). Retrieved from https://anzmac.org

2021

Journal - Research Article

Waseem, D., Biggemann, S., & Garry, T. (2021). An exploration of the drivers of employee motivation to facilitate value co-creation. Journal of Services Marketing, 35(4), 442-452. doi: 10.1108/JSM-11-2019-0458

Conference Contribution - Published proceedings: Full paper

Luan, S., Biggemann, S., Mirosa, M., & Garry, T. (2021). Knowledge management: A business performance enhancing strategy. In L. L. Bove, S. J. Bell & A. Hito (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference: Something Different. (pp. 403-409). Retrieved from https://anzmac.org

Fakhimi, A., Garry, T., & Biggemann, S. (2021). AI-empowered organizational frontline's role during the crisis. In L. L. Bove, S. J. Bell & A. Hito (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference: Something Different. (pp. 252-258). Retrieved from https://anzmac.org

2020

Chapter in Book - Research

Soto, L., & Biggemann, S. (2020). Applications of artificial intelligence and RPA to improve government performance. In A. Naqvi & J. M. Munoz (Eds.), Handbook of artificial intelligence and robotic process automation: Policy and government application. (pp. 141-149). London, UK: Anthem Press.

Journal - Research Article

Zafari, K., Biggemann, S., & Garry, T. (2020). Mindful management of relationships during periods of crises: A model of trust, doubt and relational adjustments. Industrial Marketing Management, 88, 278-286. doi: 10.1016/j.indmarman.2020.05.026

Williams, M., Biggemann, S., & Tóth, Z. (2020). Value creation in art galleries: A service logic analysis. Australasian Marketing Journal, 28, 47-56. doi: 10.1016/j.ausmj.2019.08.002

2019

Conference Contribution - Published proceedings: Full paper

Torkestani, M. S., Jahedi, P., Parackal, M., Biggemann, S., & Zadeh, K. B. (2019). Using brand concept map in destination marketing. In J. E. Richard & D. Kadirov (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Winds of Change. (pp. 1156-1159). Retrieved from https://confer.nz/anzmac2019

2018

Chapter in Book - Research

Soto, L. A., & Biggemann, S. (2018). The future of logistics and marketing in an artificial intelligence-governed world. In Business strategy in the artificial intelligence economy. (pp. 79-92). New York, NY: Business Expert Press.

Journal - Research Article

Waseem, D., Biggemann, S., & Garry, T. (2018). Value co-creation: The role of actor competence. Industrial Marketing Management, 70, 5-12. doi: 10.1016/j.indmarman.2017.07.005

Conference Contribution - Published proceedings: Full paper

Maniam, R., Everett, A., Biggemann, S., & O'Kane, C. (2018). Retroduction: An alternative to induction and/or deduction. In J. Conduit, C. Plewa & D. Wilkie (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Connect, Engage, Transform. (pp. 50-53). Adelaide, Australia: University of Adelaide. [Full Paper]

2016

Chapter in Book - Research

Yuksel, K., Ballantyne, D., & Biggemann, S. (2016). Brand co-creation through social actor engagement. In R. J. Brodie, L. D. Hollebeek & J. Conduit (Eds.), Customer engagement: Contemporary issues and challenges. (pp. 211-235). Abingdon, UK: Routledge.

Biggemann, S., & Collier, A. (2016). Featherston resources: A new, clean, green fertilizer business that failed. In J. M. Munoz & D. H. Bivona (Eds.), Managerial forensics. (pp. 21-45). New York: Business Expert Press.

Journal - Research Article

Holmlund, M., Kowalkowski, C., & Biggemann, S. (2016). Organizational behavior in innovation, marketing, and purchasing in business service contexts: An agenda for academic inquiry. Journal of Business Research, 69(7), 2457-2462. doi: 10.1016/j.jbusres.2016.02.014

Conference Contribution - Published proceedings: Full paper

Biggemann, S., & Zafari, K. (2016). Explaining change of pace on network mobilization: The case of Dunedin Gigatown. In D. Fortin & L. K. Ozanne (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era. (pp. 405-411). Christchurch, New Zealand: Department of Management, Marketing, and Entrepreneurship, University of Canterbury. [Full Paper]

2015

Journal - Research Article

Maley, J., Kowalkowski, C., Brege, S., & Biggemann, S. (2015). Outsourcing maintenance in complex process industries. Asia Pacific Journal of Marketing & Logistics, 27(5), 801-825. doi: 10.1108/apjml-02-2015-0018

Conference Contribution - Published proceedings: Full paper

Zafari, K., Biggemann, S., & Knight, J. (2015). Dealing with uncertainty in a turbulent business environment. In A. Ganglmair-Wooliscroft, J. Williams & B. Wooliscroft (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Midyear Doctoral Colloquium. (pp. 18-23). Dunedin, New Zealand: Marketing Department, University of Otago. [Full Paper]

Conference Contribution - Verbal presentation and other Conference outputs

Maniam, R., Everett, A., O'Kane, C., & Biggemann, S. (2015, December). University student business start-up and growth through student programmes. Verbal presentation at the 29th Australian and New Zealand Academy of Management (ANZAM) Conference: Management for Peak Performance, Queenstown, New Zealand.

2014

Journal - Research Article

Biggemann, S., Klimovich, K., & Thomas, C. S. (2014). Interest group dynamics in a weak and transitional state: The case of Bolivia. Journal of Public Affairs, 14(3), 254-282. doi: 10.1002/pa.1546

Biggemann, S., Williams, M., & Kro, G. (2014). Building in sustainability, social responsibility and value co-creation. Journal of Business & Industrial Marketing, 29(4), 304-312. doi: 10.1108/JBIM-08-2013-0161

Zonneveld, L., & Biggemann, S. (2014). Emotional connections to objects as shown through collecting behaviour: The role of ardour. Australasian Marketing Journal, 22, 325-334. doi: 10.1016/j.ausmj.2013.10.002

Journal - Research Other

Brashear-Alejandro, T., & Biggemann, S. (2014). JBIM special issue on CBIM 2011 workshop. Journal of Business & Industrial Marketing, 29(4), 273-274. doi: 10.1108/JBIM-08-2013-0160

2013

Chapter in Book - Research

Biggemann, S. (2013). Global oils and logistics: Excellence in trading, while striving to excel in services. In P. Kotler, S. Burton, K. Deans, L. Brown & G. Armstrong (Eds.), Marketing. (9th ed.) (pp. 240-242). Frenchs Forest, Australia: Pearson. [Case Study].

Chapter in Book - Other

Biggemann, S., & Everett, A. M. (2013). Learning from experience: Purchasing industrial machinery from China. In P. Ramburuth, C. Stringer & M. Serapio (Eds.), Dynamics of international business: Asia-Pacific Business Cases. (pp. 187-195). New York, NY: Cambridge University Press.

Journal - Research Article

Biggemann, S., Kowalkowski, C., Maley, J., & Brege, S. (2013). Development and implementation of customer solutions: A study of process dynamics and market shaping. Industrial Marketing Management, 42(7), 1083-1092. doi: 10.1016/j.indmarman.2013.07.026

Conference Contribution - Published proceedings: Full paper

Williams, M., & Biggemann, S. (2013). The communication effects of art on corporate reputation: An exploratory study. Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference. Retrieved from http://www.anzmac.org/conference

Conference Contribution - Published proceedings: Abstract

Parackal, M., Biggemann, S., & Mitchell, R. (2013). Experiential education: A sales proposition with zero budget. In J. McDonald, S.-K. Loke, A. McLean & M. Rajoo (Eds.), Proceedings of the Spotlight on Teaching and Learning Colloquium. (pp. 58). Dunedin, New Zealand: HEDC, University of Otago. [Abstract]

2012

Journal - Research Article

Williams, M., Buttle, F., & Biggemann, S. (2012). Relating word-of-mouth to corporate reputation. Public Communication Review, 2(2), 3-16.

Biggemann, S. (2012). The essential role of information sharing in relationship development. Journal of Business & Industrial Marketing, 27(7), 521-526. doi: 10.1108/08858621211257284

Chai, J. C. Y., Deans, K. R., & Biggemann, S. (2012). The influence of acculturation on consumer relational bonding in banking relationships. Journal of Strategic Marketing, 20(5), 393-410. doi: 10.1080/0965254X.2012.657227

Biggemann, S., & Buttle, F. (2012). Intrinsic value of business-to-business relationships: An empirical taxonomy. Journal of Business Research, 65, 1132-1138. doi: 10.1016/j.jbusres.2011.08.004

Kowalkowski, C., Kindström, D., Alejandro, T. B., Brege, S., & Biggemann, S. (2012). Service infusion as agile incrementalism in action. Journal of Business Research, 65(6), 765-772. doi: 10.1016/j.jbusres.2010.12.014

Conference Contribution - Published proceedings: Full paper

Biggemann, S., Kowalkowski, C., Brege, S., & Maley, J. (2012). Development and implementation of business solutions. Proceedings of the 28th Industrial Marketing and Purchasing (IMP) Conference. Retrieved from http://www.impgroup.org/uploads/papers/7973.pdf

Conference Contribution - Verbal presentation and other Conference outputs

Woodside, A., Salgado, E., Biggemann, S., & Slater, S. (2012, March). Meet the editors. Plenary presentation at the Business Association of Latin American Studies (BALAS) Annual Conference: Latin American Firms Competing in the Global Economy, Rio de Janeiro, Brazil.

Biggemann, S., & Soares, A. (2012, March). The China impact on Latin American business environment: Challenges and opportunities. Panel discussion at the Business Association of Latin American Studies (BALAS) Annual Conference: Latin American Firms Competing in the Global Economy, Rio de Janeiro, Brazil.

2011

Journal - Research Article

Biggemann, S., & Fam, K.-S. (2011). Business marketing in BRIC countries. Industrial Marketing Management, 40(1), 5-7. doi: 10.1016/j.indmarman.2010.09.004

Conference Contribution - Published proceedings: Abstract

Chai, J. C. Y., Deans, K. R., & Biggemann, S. (2011). How acculturation influences Chinese consumers’ relational behavior in banking relationships. Proceedings of the Association for Consumer Research (ACR) Asia-Pacific Conference. (pp. 56-57). Retrieved from http://www.acrweb.org/apacr/Public/index.aspx

2010

Chapter in Book - Research

Biggemann, S. (2010). Modeling the structure of business-to-business relationships. In A. G. Woodside (Ed.), Organizational culture, business-to-business relationships, and interfirm networks. (pp. 27-177). Bingley, UK: Emerald. doi: 10.1108/S1069-0964(2010)0000016006

Biggemann, S. (2010). Structure and dynamics of business-to-business relationships. In A. G. Woodside (Ed.), Organizational culture, business-to-business relationships, and interfirm networks. (pp. 327-340). Bingley, UK: Emerald. doi: 10.1108/S1069-0964(2010)0000016008

Biggemann, S. (2010). Understanding and modeling the dynamics of business-to-business relationships. In A. G. Woodside (Ed.), Organizational culture, business-to-business relationships, and interfirm networks. (pp. 179-326). Bingley, UK: Emerald. doi: 10.1108/S1069-0964(2010)0000016007

Biggemann, S. (2010). Digital Images Australasia: New products, new brands, new channels, new challenges [Case study]. In P. Kotler, L. Brown, S. Burton, K. Deans & G. Armstrong (Eds.), Marketing. (8th ed.) (pp. 440-443). Frenchs Forest, Australia: Pearson.

Conference Contribution - Published proceedings: Full paper

Biggemann, S., & Buttle, F. (2010). Modelling the dynamics of business interaction. Proceedings of the 26th Industrial Marketing and Purchasing (IMP) Conference: Business Networks: Globality, Regionality, Locality. [USB Memory Stick] [Full Paper]

Other Research Output

Biggemann, S. (2010, September). Dealing with the unsolved issues of 30 years of IMP research. University of Otago Department of Marketing Seminar Series, Dunedin, New Zealand. [Department Seminar].

2009

Journal - Research Article

Biggemann, S., & Buttle, F. (2009). Coordinated interaction and paradox in business relationships. Journal of Business & Industrial Marketing, 24(8), 549-560. doi: 10.1108/08858620910999420

Conference Contribution - Published proceedings: Full paper

Biggemann, S. (2009). The essential role of information sharing in relationship development. In T. G. Brashear (Ed.), Proceedings of the 15th Center for Business and Industrial Marketing Academic Workshop. (pp. 208-215). CBIM. [Full Paper]

Biggemann, S., & Everett, A. M. (2009). Moving from low-cost to true partnerships: Dynamic governance mechanisms. In S. M. Lee, Z. Chen & W. Li (Eds.), Proceedings of the Pan-Pacific Conference XXVI: Strategic Innovation through Collaboration and Convergence. (pp. 34-36). PPBA. [Full Paper]

2008

Conference Contribution - Published proceedings: Full paper

Ordoñez, J., & Biggemann, S. (2008). The Colombian textile industry value chain: Merging with China's textile supplies for competitive advantage. In S. M. Lee & G. Selva (Eds.), Proceedings of the Pan-Pacific Conference XXV. (pp. 79-81). Lincoln, NE: Pan-Pacific Business Association. [Full Paper]

Biggemann, S. (2008). The Mattel affairs: Dealing in the complexity of extended networks. Proceedings of the Industrial Marketing and Purchasing Conference. Industrial Marketing and Purchasing Group. Retrieved from http://www.impgroup.org/paper_view.php?viewPaper=6779

Conference Contribution - Edited volume of conference proceedings

Ballantyne, D., Aitken, R., Williams, J., & Biggemann, S. (Eds.). (2008). Proceedings of Otago Forum 2. Dunedin, New Zealand: School of Business, University of Otago. 287p. Retrieved from http://www.business.otago.ac.nz/marketing/events/OtagoForum/final-papers.htm

Conference Contribution - Verbal presentation and other Conference outputs

Everett, A. M., & Biggemann, S. (2008, November). Drivers for sourcing abroad: Is China's offering maligned? Verbal presentation at the Decision Sciences Institute 39th Annual Meeting, Baltimore, MD.

2007

Journal - Research Article

Biggemann, S., & Buttle, F. (2007). The effects of previous episodes in business-to-business interaction. Management Research News, 30(6), 396-408.

Journal - Professional & Other Non-Research Articles

Biggemann, S. (2007). [Review of the book Global business practices: Adapting for success]. Journal of Public Affairs, 7, 305-309.

Conference Contribution - Published proceedings: Full paper

Buttle, F., & Biggemann, S. (2007). The Ford Explorer - Firestone Tires crisis: A Rules Theory analysis of relationships. Proceedings of the 23rd Industrial Marketing and Purchasing Conference. IMP. Retrieved from http://www.impgroup.org/paper_view.php?viewPaper=4810

Biggemann, S., & Everett, A. M. (2007). The China effect: The need to reconcile divergent: Western and Chinese views of business relationships. In M. Thyne, K. R. Deans & J. Gnoth (Eds.), Proceedings of the Australia and New Zealand Marketing Academy Conference. [CD-ROM], (pp. 1880-1888). Dunedin, New Zealand: Department of Marketing, University of Otago. [Full Paper]

Biggemann, S., & Everett, A. M. (2007). Made in China: A sourcing strategy for competitive advantage. In S. M. Lee & A. M. Everett (Eds.), Proceedings of the Pan-Pacific Conference XXIV. (pp. 67-69). Pan-Pacific Business Association. [Full Paper]

2006

Conference Contribution - Published proceedings: Full paper

Biggemann, S., & Buttle, F. (2006). Paradox and change within business to business relationships. In P. Osborne, J. Williams & H. Gao (Eds.), Proceedings of the National Symposium on Relationships, Interactions and Networks. (pp. 33-49). Dunedin, New Zealand: University of Otago. [Full Paper]

Biggemann, S., & Buttle, F. (2006). The effects of previous episodes in business-to-business interaction. Proceedings of the 22nd Industrial Marketing and Purchasing Group Conference. [CD-ROM], (pp. 1-11). Milan: UniversitÀ Bocconi. [Full Paper]