Professor Magda Nenycz-Thiel
Industry Growth Professor
Before her current role as Industry Growth Professor, Magda was Mars Professor of Marketing, a Chair funded by Mars Incorporated. Prior to this she led the Institute’s Mars Marketing Lab, a R&D initiative funded by Mars Incorporated from 2013-2016.
As Industry Growth Professor, Magda, together with a research team at the Institute, pioneers research into category growth and leads the Industry Growth Initiative which focuses on applying discoveries to improve the ways that growth investments are made within organisations.
Magda’s core areas of expertise are category and industry growth, e-commerce and neuromarketing. Her work has been published widely including in the Journal of Advertising Research, European Journal of Marketing and Journal of Business Research. She is also the author of two chapters in How Brands Grow Part 2, “Building Physical Availability” and “Online shopping – is it different?”.
Magda regularly presents at domestic and international conferences to industry and academic audiences, as well as to the Institute’s Sponsors. She publishes regularly in international journals and has also written a number of book chapters.
Academic Publications
A Tanusondjaja, J Romaniuk, M Nenycz-Thiel, M Sakashita (2023), Examining Pareto Law across department store shoppers, International Journal of Market Research 65 (5), 581-596
International Journal of Market Research 65 (5), 581-596 (2021), Investigating Patterns of Category Growth and Decline, Available at SSRN 4291485
A Tanusondjaja, C Graham, S Dunn, M Nenycz-Thiel, B McColl (2022), A rising tide lifts all boats: the role of share and category changes in managing organic sales growth, Journal of Strategic Marketing 30 (6), 588-605
S Dunn, C Graham, M Nenycz-Thiel, A Tanusondjaja (2021), Investigating undercurrents of stationarity and growth with long-term panel data, International Journal of Market Research 63 (6), 786-809
M Hirche, L Greenacre, M Nenycz-Thiel, S Loose, L Lockshin (2021), SKU performance and distribution: A large-scale analysis of the role of product characteristics with store scanner data, Journal of Retailing and Consumer Services 61, 102533
K Victory, A Tanusondjaja, J Dawes, J Romaniuk, M Nenycz-Thiel (2021), How Do New Products Perform? An Investigation, An Investigation (May 5, 2021)
K Victory, M Nenycz-Thiel, J Dawes, A Tanusondjaja, AM Corsi (2021), How common is new product failure and when does it vary?, Marketing Letters 32, 17-32
L Simmonds, S Bogomolova, R Kennedy, M Nenycz‐Thiel, S Bellman (2020), A dual‐process model of how incorporating audio‐visual sensory cues in video advertising promotes active attention, Psychology & Marketing 37 (8), 1057-1067
J Martin, M Nenycz-Thiel, J Dawes, A Tanusondjaja, J Cohen, B McColl (2020), Fundamental basket size patterns and their relation to retailer performance, Journal of Retailing and Consumer Services 54, 102032
L Simmonds, S Bellman, R Kennedy, M Nenycz-Thiel, S Bogomolova (2020), Moderating effects of prior brand usage on visual attention to video advertising and recall: An eye-tracking investigation, Journal of Business Research 111, 241-248
S Dunn, C Graham, M Nenycz-Thiel, A Tanusondjaja (2020), Marketing research faces two Challenges and a world of opportunity with long-term panel data, Available at SSRN 3880203
D Varan, M Nenycz-Thiel, R Kennedy, S Bellman (2020), The effects of commercial length on advertising impact: What short advertisements can and cannot deliver, Journal of Advertising Research 60 (1), 54-70
S Bellman, M Nenycz-Thiel, R Kennedy, N Hartnett, D Varan (2019), Best measures of attention to creative tactics in TV advertising: when do attention-getting devices capture or reduce attention?, Journal of Advertising Research 59 (3), 295-311
C Graham, M Nenycz-Thiel, J Dawes, B McColl (2019), Premiumisation strategy as a way to grow, Admap Magazine
M Nenycz-Thiel, J Romaniuk (2019), How far is too far? Investigating purchasing across packaged goods and services categories for retailer branded products, European Journal of Marketing 53 (1), 108-120
J Romaniuk, J Dawes, M Nenycz-Thiel (2018), Modeling brand market share change in emerging markets, International Marketing Review 35 (5), 785-805
A Tanusondjaja, M Nenycz-Thiel, J Dawes, R Kennedy (2018), Portfolios: Patterns in brand penetration, market share, and hero product variants, Journal of Retailing and Consumer Services 41, 211-217
G Ludwichowska, J Romaniuk, M Nenycz-Thiel (2017), Systematic response errors in self-reported category buying frequencies, European Journal of Marketing 51 (7/8), 1440-1459
S Bellman, M Nenycz-Thiel, R Kennedy, L Larguinat, B McColl, D Varan (2017), What makes a television commercial sell? using biometrics to identify successful ads: demonstrating neuromeasures’ potential on 100 mars brand ads with single-source data, Journal of Advertising Research 57 (1), 53-66
J Romaniuk, M Nenycz-Thiel (2016), Lapsed buyers’ durable brand consideration in emerging markets, Journal of Business Research 69 (9), 3645-3651
A Tanusondjaja, M Nenycz-Thiel, R Kennedy (2016), Understanding shopper transaction data: how to identify cross-category purchasing patterns using the duplication coefficient, International Journal of Market Research 58 (3), 401-419
Z Anesbury, M Nenycz‐Thiel, J Dawes, R Kennedy (2016), How do shoppers behave online? An observational study of online grocery shopping, Journal of Consumer Behaviour 15 (3), 261-270
M Nenycz-Thiel, J Romaniuk (2016), Understanding premium private labels: A consumer categorisation approach, Journal of Retailing and Consumer Services 29, 22-30
Stocchi, L., Driesener, C. and Nenycz-Thiel M. (2015) Brand image and brand loyalty: do they show the same deviations from a common underlying pattern? Journal of Consumer Behaviour DOI: 10.1002/cb.1522, in press (ABDC=B, FoR=1505)
Kennedy, R., Scriven, J. and Nenycz-Thiel, M. (2015) Can MAD replace significance tests? Comments on ’When “significant” is not significant’. International Journal of Market Research, 57 (3), 335-338 (ABDC=B, FoR=1505)
Dawes, J., Romaniuk, J. and Nenycz-Thiel, M. (2014) Generalizations regarding growth and decline patterns of manufacturer and store brands. Journal of Retailing and Consumer Services 21 (5), 725-734. (ABDC=A, ERA=B, FoR=1505)
Nenycz-Thiel, M. and Romaniuk J. (2014) The real difference between consumers’ perceptions of private labels and national brands. Journal of Consumer Behaviour, 13 (4), 262-269. (ABDC=B, FoR=1505)
Kennedy R., Scriven J. and Nenycz-Thiel, M. (2014) When “significant” is not significant. International Journal of Market Research, 56 (5), 591-607. (ABDC=B, FoR=1505)
Romaniuk, J. and Nenycz-Thiel, M. (2014) Measuring the strength of colour-brand name links. Journal of Advertising Research, 54 (3), 313-319. (ABDC=A, FoR=1505)
Dawes J. and Nenycz-Thiel, M. (2013) Comparing retailer purchase patterns and brand metrics for instore and online grocery purchasing, Journal of Marketing Management, 30 (3-4), 364-382. (ABDC=A, FoR=1505)
Wheeler M., Sharp A. and Nenycz-Thiel, M. (2013) The Effect of Green Messages on Brand Purchase and Brand Rejection Australasian Marketing Journal, 21, 105-110. (ABDC=B, FoR=1505)
Uncles M., Kennedy R., Nenycz-Thiel, M., Kwok S. and Singh J.(2012) In 25 years, across 50 categories, user profiles for directly competing brands seldom differ: affirming Andrew Ehrenberg’s principles. Journal of Advertising Research, 52 (2), 252-261. (ABDC=A, FoR=1505)
Nenycz-Thiel, M., Beal, V., Ludwichowska-Alluigi, G. & Romaniuk, J., (2013), Investigating the accuracy of self-reports of brand usage behavior’, Journal of Business Research, 66 (2), 224-232. (ABDC=A, FoR=1505, 1506, 1503)
Nenycz-Thiel, M. and Romaniuk (2012) Value-for-Money Image of a Supermarket and its Private Labels. Australasian Marketing Journal, 20 (2), 171-177. (ABDC=B, FoR=1505)
Romaniuk J., Nenycz-Thiel, M. (2011) Behavioral brand loyalty and consumer brand associations. Journal of Business Research, 66, 67-72. (ABDC=A, FoR=1505, 1506, 1503)
Nenycz-Thiel, M., Romaniuk, J. (2011) The nature and incidence of private label rejection. Australasian Marketing Journal, 19 (2), 93-99. (ABDC=B, FoR=1505)
Dawes, J. and Nenycz-Thiel, M. (2011) Analyzing Intensity of Private Label Competition across Retailers. Journal of Business Research, 66 (1), 60-66. (ABDC=A, FoR=1505, 1506, 1503)
Nenycz-Thiel, M. (2011) Private labels in Australia – a case where retailer concentration does not predicate private labels share. Journal of Brand Management, 18, 624-633. (ABDC=A, ERA=B, FoR=1505)
Nenycz-Thiel, M., Sharp B., Romaniuk J. and Dawes J. (2010) Competition for retrieval between private label brands and national brands. Journal of Business Research, 63, 1142-1147. (ABDC=A, FoR=1505, 1506, 1503)
Nenycz-Thiel, M. and Romaniuk J. (2009) Perceptual categorization of private labels and national brands. Journal of Product and Brand Management, 18 (4), 251-261. (ABDC=B, FoR=1505)
Nenycz-Thiel, M., J. Romaniuk and B. Sharp (2016). Building physical availability. How Brands Grow: Part 2. J. Romaniuk and B. Sharp. Melbourne, Oxford University Press: 145-172.
Nenycz-Thiel, M. and J. Romaniuk (2016). Online shopping…Is it different? How Brands Grow: Part 2. J. Romaniuk and B. Sharp. Melbourne, Oxford University Press.
Nenycz-Thiel, M. and Romaniuk J. Buying of Private Labels Across Categories: How Far Is too far? In J. Martinez-Lopez et al. (eds.), Advances in National Brand and Private Label Marketing, Springer Proceedings in Business and Economics, 2015, DOI 10.1007/978 − 3 − 319 − 20182 − 5 − 4
Nenycz-Thiel, M. and Tringh J. Loyalty to Private Labels/National Brands and Prices Paid: Are Highly Loyal Customers Paying More? In J. Martinez-Lopez et al. (eds.), Advances in National Brand and Private Label Marketing, Springer Proceedings in Business and Economics, 2015 DOI 10.1007/978−3−319−20182−5−19
Sharp B., Bogomolova S., Livaditis, M. and Nenycz-Thiel, M., “Consumer Behaviour Business Buyer Behaviour” In Sharp Byron. Marketing: Theory, evidence, practice. South Melbourne: Oxford University Press, 2013.
Nenycz-Thiel, M. (2015) Research on National Brand and Private Label Marketing, International Conference on Research on National Brand and Private Label Marketing, Barcelona, Spain 24-26 June
Nenycz-Thiel, M. (2013) Private Label and Africa, World Retail Congress, Johannesburg, South Africa 4-6 November
Dawes J. and Nenycz-Thiel, M. (2015) A Simple Method to Examine Cross-Category Performance of Supermarket Retailers Recent Advances in Retailing and Consumer Services, Canada, Montreal 27-30 July
Romaniuk J,. Nenycz-Thiel, M.. (2014) Understanding Patterns of Brand Share Growth and Decline in Emerging Markets In conference proceedings: EMAC Spain, Valencia June 3-6
Nenycz-Thiel, M. and Romaniuk J. (2013) Cross-Category buying of private label brands: The influence of category similarity and brand tier In conference proceedings: EMAC Turkey. Istanbul 4-7 June
Ludwichowska, G., Nenycz-Thiel, M. and Romaniuk, J. (2012) Averaging: How to reduce the common response error to behavioural frequency questions in consumer surveys. In conference proceedings: EMAC Portugal, Lisbon 22-25 May
Nenycz-Thiel, M. and Romaniuk J. (2011) Private label perceptions and brand usage – application of prior knowledge In conference proceedings: Academy of Marketing, Liverpool 4-7 July
Nenycz-Thiel, M., Romaniuk, J. and Ludwichowska, G. (2011) The Accuracy of Self-Reported Category Buying Frequencies In conference proceedings: The Thought Leaders International Conference on Brand Management, Lugano 10-12 March
Dawes, J., Nenycz-Thiel, M. and Nehring A. (2010) How do private labels compete? In conference proceedings: The Thought Leaders International Conference on Brand Management, Lugano 18-20 April
Romaniuk J. and Nenycz-Thiel, M. (2010) Behavioural Brand Loyalty Measures and Consumer Responses to Brand Attributes In conference proceedings: The Thought Leaders International Conference on Brand Management, Lugano 18-20 April
Nenycz-Thiel, M. and Romaniuk J. (2009) Is a “premium” private label brand for a marketer seen as a “premium” by a consumer? The perceptual categorization of private label tiers. Association of Consumer Research Conference, Pittsburgh 22-25 Oct
Bogomolova S. and Nenycz-Thiel, M. (2008) Why not? The reasons for not considering a brand by non-brand users In conference proceedings: ICAR, Sydney 4-5 Dec
Nenycz-Thiel, M. and Romaniuk J. (2008) The nature and incidence of private labels rejection In conference proceedings: ANZMAC, Sydney 1-3 Dec
Nenycz-Thiel, M., Sharp B. and Romaniuk J. (2008) Competition for retrieval between private label brands and national brands In conference proceedings: The Thought Leaders International Conference on Brand Management, Birmingham, April
Nenycz-Thiel, M., Sharp B. and Romaniuk J. (2007) How do private labels compete with national brands in the consideration stage? In conference proceedings: ANZMAC, Otago 3-5 Dec
Romaniuk, J. and Nenycz-Thiel, M. (2007) The Stability of Consumer Cue Set Sizes for Super- market Brands In conference proceedings: EMAC, Iceland, Reykjavik 22-25 May
Nenycz-Thiel, M. and Romaniuk J. (2006) Consumer perceptions of private label brands In conference proceedings: ANZMAC, Brisbane 3-5 Dec
Sharp, A., Nenycz-Thiel, M., Wheeler, M., and Vennard, D., Sustainable Marketing Minus the Myths, Ehrenberg-Bass Institute Report 68 for Corporate Members, February 2015
Anesbury, Z., Nenycz-Thiel, M., Kennedy, R., and Dawes, J., Shopping Takes Only Seconds … instore and online, Ehrenberg-Bass Institute Report 67 for Corporate Members, November 2014
Romaniuk, J., Nenycz-Thiel, M., and Truong, O., Do consumers reject brands?, Ehrenberg-Bass
Institute Report 61 for Corporate Members, December 2012
Romaniuk, J. and Nenycz-Thiel, M., Ten simple facts… about measuring and interpreting brand perceptions, Ehrenberg-Bass Institute Report 41 for Corporate Members, May 2007
