Phil Osborne


BBus (Tasmania) 1995, MCom (Otago) 2004

Room 6.04
Tel 64 3 479 7691

Originally from Rotorua, New Zealand's North Island tourism capital, Phil has extensive experience in the hospitality and tourism industries both as a manager, business owner and consultant.

He has worked in the Marketing Department for five years, teaching on both undergraduate and postgraduate papers. He has also supervised a number of Masters students.

Phil has significant involvement with the School of Business Executive Education programme, leading the delivery of the Competitive Strategy module and customised programmes for the School of Business Executive Education programme. These have included programmes such as Biotechnology: Strategies for Innovation and Growth, a joint initiative between the University of Otago School of Business and the Kellogg School of Management (Northwestern University, USA).

His Masters thesis considered 'Modes of Market Orientation in New Zealand Service Firms' and built on work conducted by the Marketing Performance Centre. He is currently enrolled in the Otago PhD program and is considering customer centric networks and value co-creation.

Phil was a member of the organising committee of the Otago Forum, an event designed to address emergent issues in marketing. The 2005 Forum discussed the future of marketing in light of the paradigm shift proposed by Vargo and Lusch's Maynard award winning article "Service Dominant Logic" (Journal of Marketing (2004), v. 8:1). The forum was attended by over a dozen internationally renowned marketing scholars including Professors Vargo and Lusch, Christian Gronroos, Evert Gummesson, Roland Rust and Eric Arnould. Along with colleagues Robert Aitkin, David Ballantyne and John Williams, Phil was a guest editor of a special issue of Marketing Theory (Sept, 2006) devoted to insights provided from this forum


Refereed Journal Articles
Refereed Conference Proceedings
Book Chapters
Non-refereed Journal Articles & Reports

Teaching Responsibilities

MART112 Marketing Management S1
MART207 Sports Marketing S1
MART434 Competitive Strategy S1

Research Interests

Phil has published in European Journal of Marketing and the Journal of Marketing Management, and in both national and international conference proceedings. Details are provided by the link above. In general his research interests focus on strategic issues facing the firm, however more specifically Phil is interested in the customer's role in the value creation process. In light of this his research interests could be classified as involving the following themes:

Competitive Strategy, Theory Building in Marketing, Business to Business Marketing, Market Orientation, Service Dominant Logic, Relationship Marketing, Network Theory, Value Creation, and Co-created Value

Office Hours

Tuesday 11.00-13.00