Amanda Spry

Biography

Amanda is a Lecturer in Marketing at the Cardiff Business School. Previously, Amanda completed an academic fellowship at the Department of Management and Marketing, University of Melbourne, where she also received her PhD. Before returning to academia, Amanda worked as a market research consultant at Colmar Brunton, where her clients included major Australia consumer goods and services companies. Amanda writes on a variety of topics: brand portfolio strategy, marketing-finance interface, brand equity, product development and portfolio management. Her research has been published in leading journals such as the European Journal of Marketing, and presented globally at the American Marketing Association Educators' Conference, Academy of Marketing Science World Marketing Congress, European Marketing Academy Conference, and the Australian and New Zealand Marketing Academy Conference.

Research Interest

Brand portfolio strategy, Marketing-finance interface, Brand equity, Marketing strategy, New product development, - Offline versus online customer participation, Product portfolio management, - Product overlap, - Counterstereotypical products.