Research Interests
Dr Muthaly’s research interests include: International entry mode strategies and their ramifications from an ASEAN-Australian perspective; Internet Marketing from an International dimension; Cross cultural research from an International Marketing perspective; International student educational needs across various countries in the ASEAN, Australia and the USA; Australian business trade and direct investment in the United States; Australian socio-political environment on its education export market; Event-based entrepreneurship; and Adoption of E-business from a resource based perspective within the context of Australian firms. He has published articles in the International Journal of Management, International Journal of Technology Management, British Food Journal, Journal of Asia Pacific Business, Australasian Marketing Journal, and Sports Marketing Quarterly.
Dr Muthaly was invited by the Australian Government to provide a short course to Co-operative SMEs in Hanoi , Vietnam about Domestic Marketing and International Marketing requirements. An outcome that eventuated from a sabbatical in the United States (1996), concerns opportunities for small businesses for the Sydney Olympics in the year 2000 based on the lessons from the Atlanta Olympics of 1996. Findings of this study were publicised in all the major Australian newspapers (The Financial Review, The AGE, The Sydney Morning Herald, etc) and some foreign papers (The Japan Times, The Star from Malaysia and also some newspapers in the United States). He has consulted regarding the implications of this study, with various organisations based in Sydney, Brisbane, Melbourne and Canberra and overseas.
Research Grants
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Dr Muthaly has secured an Industry collaborative scholarship for an amount of $54,000 to fund a research project for a doctoral candidate
- At Elizabethtown College - USA , Dr Muthaly was one of the four members in a Title VI Grant Team (US$ 419,000) for an International Business Education Project (i.e. Centre for International Business)
Recent Publications
Books, Book Chapters and Case Studies
Muthaly, S., Rugimbana, R., Sivagnanam, K. & Willis, M. (2002) Case Study “Malaysia: ASEAN cultural gold mine.” International Marketing, An Asia-Pacific Perspective R.Flecther
Burgess, J, & Muthaly, S (2001) Chapter on Malaysia in Managing Diversity in the Asia-Pacific edited by Margaret Patrickson and Peter O’Brien, Publishers: Jacarandra Wiley
Muthaly, S. (2001) Instructor’s Resource Manual "Principles of Marketing", Australian Edition Kotler, Brown, Adam, Armstrong, Pearson Education.
Muthaly, S. (2001) Instructor’s Resource Manual "Marketing", Australian Edition, Australian Edition Kotler, Brown, Adam, Armstrong,, 5th edition, Pearson Education.
Muthaly, S (1999) Case Study “Cultural sensitivity in International Marketing: Australia-Malaysia relations” International Marketing, An Asia-Pacific Perspective R.Flecther & L. Brown, Prentice Hall
Muthaly (1998) Case Study “Malaysia a window into ASEAN” end of section on International Business and Global issues of textbook Marketing in Australia and New Zealand, (1998) Kotler, Brown, Adam, Armstrong & Chandler, 4th edition, Prentice Hall
Muthaly, S. (1998) Instructor’s Resource Manual for Marketing in Australia & New Zealand , by Kotler, Brown, Adam, Armstrong & Chandler, 4th edition, Prentice Hall.
Marshallsay, Z. & Muthaly, S. (1997). Needs analysis on the potential for Australian educational involvement in Malaysia in the 21st Century. Grant funded by Monash Asia Institute, Monash University Australia
Edwards, R., Edwards, J., & Muthaly, S. (1995). Doing Business in Thailand: Essential Background Knowledge and First Hand Advice. Melbourne, Australia: Funded by Asian Business Research Unit, Monash University and the Australia-Thailand Chamber of Commerce.
Kimberley, C., & Muthaly, S. (1994). International Marketing. (First ed.). Hong Kong: Open Learning University. Course Developers for a third year Bachelor’s degree subject. This included preparation of a “road map” of the course with assignments, examination papers and marking schemes for lecturers at Hong Kong Open University to use as resource materials. This project took one year to complete, and electronic mail was the main mode of communication with the Course Designer and Course Adaptor who were based at Hong Kong Open University.
Instate. (1993). Agribusiness Industry in Malaysia: An Australian Perspective. In T. L. Associates (Ed.), Agribusiness and Processed Food Development in South East Asia (pp. 145). Canberra, Australia: RIRDC (Rural Industries Research and Development Corporation). one chapter in this book
Muthaly, S., & Cree, M. J. (1993). Business Investment in Malaysia: The Australian Experience. Melbourne, Australia: BDO Nelson Parkhill & Australia-Malaysia Business Council - Victoria.
Refereed Journal Articles
Ha, H.Y, Muthaly. S & Janda (accepted and to be published in 2010) “Development of brand equity: evaluation of four alternative models”, The Service Industries Journal
Meyer, D & Muthaly. S (2008), “New Measures and a New Model for Television Network Loyalty (MOTNL)” Marketing Bulletin, Vol. 19, Article 1
Ha, H.Y. & Muthaly, S (2008) “Alternative Retailer-Partner Relationships: The Role of Satisfaction” International Journal of Business Excellence, Vol. 1, No. 1/2 2008.
Ha, H.Y. & Muthaly, S (2008) "The Effects of Advertising Spending on Satisfaction: A Comparison Study of Bank and Supermarket Industries," Journal of Current Issues and Research in Advertising. Volume 30, No. 2 (Fall 2008)
Quazi, A, Rugimbana, R, Muthaly, S & Keating, B (2003) “Corporate Social Action Patterns in Contrasting Market Settings” Australasian Marketing Journal Vol. 11 No. 1 pp, 28-44.
Carlson, J., Rosenberger, P. and Muthaly, S. (2003). “Nothing but Net!: An
Exploratory Study of the Information Content of Australian National Basketball League Websites”. Sport Marketing Quarterly. September, 12 (3).
Muthaly, S. & Ratnatunga, J. (2002) "Modelling the Forces of Inter-Country Competitive Relations using the Australia-Malaysia Business Sensitivities Case" Journal of Asia-Pacific Business Vol. 4 No. 2.
Muthaly, S., Ratnatunga, J. & Rugimbana, R. (2002) “An Electic Paradigm for Inter Country Relationships: A case study of Australia-Malaysia Sensitivities” Journal of Doing Business Across Borders, Vol. 1 No. 1. May (Autumn), 2002. ISSN: 1446-7933 pp. 35-45.
Ratnatunga, J. & Muthaly, S., (2000) “Lessons from the Atlanta Olympics: Marketing and Organisational Considerations for Sydney 2000”. Journal of Sports Marketing and Sponsorship, September-October, pp. 239 -257
Muthaly, S., Ratnatunga, J., Roberts, C., Roberts, G. (2000), "Event-Based Entreprenuership: Atlanta Centennial Olympics Case Study Lesson Leaned and its Implication on Special Event Business Planning", Small Enterprise Research: The Journal of SEAANZ, Vol. 8, No.1, pp. 73 – 87
Muthaly, S., Ratnatunga. J. & Schroder. W.R. (1999). “Venturing overseas: strategic approaches adopted by food companies in Malaysia”, British Food Journal, Vol. 101 No. 2, pp. 108-131.
Torkonoo, H. & Muthaly, S. (1999) “The Challenges Facing Australian Trade and Direct Investment in the United States” International Journal of Management, Vol. 16 No. 1, March, pp. 3-8.
Edwards, R W. Muthaly, S K K Perceptions of risk and opportunity: Why some Australian firms have invested in Thailand. Journal of Asian Business. 15(2): 79-84. 1999.
Jegathesan, J., Gunasekaran, A., & Muthaly, S.(1997) “Technology Development and Transfer: Experiences From Malaysia”. International Journal of Technology Management , Vol. 13, No. 2, pp. 196-214.
Siva K K. Muthaly and A. Gunasekaran, "The Essentials of a Successful Export Strategy for Vietnamese Small And Medium Enterprises", Entrepreneurship, Innovation, and Change, Vol. 5, No. 4, December 1996, pp 295-306.
Refereed Conference Papers
Roostika, R & Muthaly, S. (2008) “Customer perceived value in higher education service context: A students’ perspective” International Conference on Business and Management Research (ICBMR), Bali, Indonesia
Perenyi, A, Selvarajah, C. & Muthaly, S. (2008) “The stage model of firm development: A conceptualization of SME growth.” 5th AGSE International Entrepreneurship Research Exchange 5th AGSE International Entrepreneurship Research Exchange, Melbourne.
Muthaly, S. & D’Souza, C., (2007) “An empirical investigation of Australian firms’ approaches on environmental sustainable issues” Monash University Malaysia (Kuala Lumpur).
Muthaly, S, Ha,H.Y. & Wong, L (2007) “The Effects of Antecedents of Customer Satisfaction on Loyalty: A Case of the Hong Kong Mobile Phone Industry”
ANZMAC07, Dunedin, New Zealand
Muthaly. S. & Selvarajah, C. (2007) “International marketing antecedents of acculturation experiences of postgraduate overseas business students in Australia: A PLS approach” Marketing Research Conference, IIM Ahmedabad.
Muthaly, S & Voola, R (2006) “E-Business Adoption, Competitive Advantage and Market Orientation in Australian Firms” The International Conference on Global Manufacturing and Innovation – GMI 2006, Coimbatore, India. July
Voola, R. & Muthaly, S. (2005) “Strategic flexibility and organisational performance: the mediating effects of total market orientation” Australian New Zealand Marketing Academy Conference, Perth, Australia. December
Muthaly, S. & Voola, R. (2004) “Total Market Orietnation and its relationships to adoption of e business and competitive advantage: A PLS structural model” Australian New Zealand Marketing Academy Conference, Wellington, New Zealand. December
Muthaly, S. (2004) “Country ? “Springboard” into the ASEAN for Australian Businesses” 15th Biennial Asia Studies Association of Australia (ASAA) Conference, Canberra, Australia June 29-July 2, 2004..
Voola, R., Carlson, & Muthaly, S. (2003)” Looking Back to Look Forward: Linking the Ideas of Mahatma Gandhi to the Resource Based View of Strategy” DOING BUSINESS ACROSS BORDERS, University of Newcastle, Newcastle, Australia
Voola, R., Carlson, J. Rugimbana, R., & Muthaly, S. (2003) “Resource Based View and Organizational Adoption of Innovations in Marketing: A Research Agenda”. 32nd European Marketing Academy Conference, 2003 Glasgow, May 20-23. Track: Marketing and Innovation.
Carlson, J., Quazi, A., Muthaly, S. and Keating, B. (2002). “Enhancing Fan Identification and Brand Equity in the Online Environment: A Conceptual Framework” Conference Proceedings of the Australian New Zealand Marketing Academy Conference. Melbourne, VIC. December, 3-5th
Voola, R., Rugimbana, R., Muthaly, S. and Wong, H (2002) “Transferring Entrepreneurial Concepts to the Third Sector: An Interactive Model of Social Entrepreneuring”. The Ninth Annual International Conference on Advances in Management (July 10-13, 2002), Needham, U.S.
Voola, R., Carlson, J., Muthaly, S. and Reeves, P. (2002) “Web Enabled Marketing Mix Using Competitive Intelligence for Website Development in the Australian Legal Industry: A Qualitative Framework Based On The Marketing Mix”. The 2002 IS One World Conference: April 4 and 5th, 2002, Las Vegas, Nevada, U.S.A
Muthaly, S., Wee, L. & Kek,Y.C. (2001) “An Empirical Research on Singaporean Polytechnic Students’ Rationale in Selecting Australian Universities in the New Millennium” DOING BUSINESS ACROSS BORDERS, University of Newcastle, Newcastle, Australia
Carlson, J., Rosenberger III, P.J. and Muthaly, S. (2001) "GOAL!: An Exploratory Study of the Information Content in the Australian National Soccer League Websites", Conference Proceedings of the Australian New Zealand Marketing Academy Conference, Auckland, NZ, 3 5 December
Muthaly, S., Rugimbana, R., Voola, R., Wong, H. and Prabhakar, V. (2001) “Individual Perceptions of Marketing Charities: An Australian Empirical Study”. ANZMAC Conference, 3-5 December 2001, Massey University, Auckland, New Zealand
Carlson, J., Muthaly, S & Rosenberger, P (2001) "Splitting The Uprights: An Exploratory Study of the Information Content Of Australian Rules Football And
Rugby League Professional Sport Websites" 2001 Summer Marketing Educators’ Conference – AMA, August, Washington, D.C.
Carlson, J., Muthaly, S & Rosenberger, P (2001) “Nothing but Net!: An Exploratory Study of Information Content in the Australian National Basketball League Websites” The Services Workshop, Dunedin
Sinnappan S., Muthaly S., Williams M. A. (2001) Utilization of Intelligent Agent framework for Internet Marketing AMA Winter Educators, Scottsdale USA
Muthaly, S., Wee, L. & Kek,Y.C. (2001) “An Empirical Research on Singaporean Polytechnic Students’ Rationale in Selecting Australian Universities in the New Millennium” DOING BUSINESS ACROSS BORDERS, University of Newcastle, Newcastle, Australia
Sivakumaran, H & Muthaly, S (2000) "Alcohol consumption of international students: The Australian University Experience" NAFSA International Educators 2000 Region II Conference, Santa Fe, New Mexico
Muthaly, S., Ratnatunga, J., Roberts, C., Roberts, G. (2000), "Event-Based Entreprenuership Case Study on futuristic Strategies for Sydney 2000 Olympics" in Events Beyond 2000: Setting the Agenda, (2000) edited by Allen, J., Harris, R., Jago, L. & Veal, A.J., ISBN 186365562X, pp. 141-149
Muthaly, S., Ratnatunga, J., Roberts, C., Roberts, G. (2000) “The Event as a Case Study: The Atlanta Olympics and its impact on Sydney 2000 Organizational Strategies” in Complex Demands on Teaching Require Innovation, by Klien, H.E., World Association for Case Method Research and Application (WACRA), Boston, USA, pp 389-401
Muthaly, S., Ratnatunga, J., Roberts, G. & Roberts, C (2000). “Event Based Entrepreneurship: The Impact of Case Study Lessons Learned from the Atlanta Centennial Olympics to Sydney 2000 Strategies”, in Creative Interactive Teaching - Case Method and Other Techniques, by Klien, H.E., World Association for Case Method Research and Application (WACRA), Boston, USA, pp 3-14.
Ratnatunga, J., Muthaly, S., Roberts, G. & Roberts, C (2000). “The Event as a Case Study: The Atlanta Olympics and its Impact on Sydney 2000 Organisational Strategies” WACRA 2000 (World Association for Case Method Research & Application), Central European University, Budapest, Hungary
Sinnappan S., Williams M., A Muthaly S. (2000) Intelligent agent based architecture for Internet Marketing AIEC Melbourne
Sinnappan S., Muthaly S., Williams M. A. (2000) Agent based Internet Marketing EC2000 Taipei
Sinnappan, S., Muthaly. S. & Williams,M. (2000), "Internet Marketing using Intelligent Agents", Collector 2000, Colorado, USA
Muthaly, S., Ratnatunga, J., Roberts, G. & Roberts, C (1999). “ Event-based entreprenuership: The impact of case study lessons learned from the Atlanta Centennial Olympics to sydney 2000 strategies” World Association for Case Method Research & Application, Cáceres, Spain
Muthaly, S & Zaman, M. (1998) “Cultural sensitivity in International Marketing: A case study of Australia-Malaysia relations”, ANZMAC98, Dunedin, New Zealand
Zaman, M & Muthaly, S (1998) “ Vietnamese SMEs’ Internationalisation process: A study of management’s long term perspective of international marketing beyond domestic borders” ANZMAC98, Dunedin, New Zealand
Kennedy, R., Muthaly, S. & Ali, Y. (1998) “An exploratory study of the impact of volatile Australian socio-political environment on its education export market” ANZMAC98, Dunedin, New Zealand
PhD Supervision:
Postgraduate research students - 2 PhDs (completion), 6 (current); 1 DBA (current); 1 Master (completion)
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