David Lie


Accepting PhD Students


Research activity per year

Personal profile


Dr David Sugianto Lie has graduated with a PhD in Marketing from the University of New South Wales. His research lies at the interface of the theory and the practice of marketing. His focus lies in the development of statistical models to help companies make better decisions, but also contribute to the development of theory. In the process, his research focuses on using both, traditional econometric as well as new machine learning methodologies to further both, theory as well as practise. Substantively, he works in problems relating to retail, pricing, segmentation optimisation, and customer experiences. He has a grant from Marketing Science Institute (MSI) for a project that is intended for submission at the Journal of Marketing Research. He research has been presented at the Marketing Science Conference, ANZMAC and at the AMA. He has taught in the Marketing and Statistics disciplines for six years at both the undergraduate and postgraduate levels. On top of that, he has consulted for a number of companies, including a Fortune-500 company (Coca Cola Amatil) and Telecom Malaysia.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 11 - Sustainable Cities and Communities
  • SDG 12 - Responsible Consumption and Production
  • SDG 17 - Partnerships for the Goals

Education/Academic qualification

Marketing, PhD, Spatial and Strategic Asymmetries: The Role of the Idiosyncratic Local Market Structure on Pricing Strategies, University of New South Wales (UNSW)

Award Date: 24 Jan 2019

Research area keywords

  • Pricing Strategy
  • Retailing
  • Competition
  • Sustainability
  • Quantitative Marketing

Collaborations and top research areas from the last five years

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