Dr Kirsten Victory

Senior Marketing Scientist

Kirsten’s main research expertise is in innovation and new product performance, with research interests in Category Entry Points. Her research has been published in the Journal of Product and Brand Management, Journal of Retailing and Consumer Services and Marketing Letters. She has presented her research at key international conferences, including the JPIM Research Forum and the ISMS Marketing Science Conference.

Kirsten is an experienced researcher in the Category Entry Points research space. She has managed Category Entry Points and Distinctive Asset projects for many Australian and international brands across a range of diverse categories, including retail, services and FMCGs. Her expertise in new product success adds to her knowledge and ability to provide actionable insights to her clients that operate in innovation dependent environments.

Kirsten was awarded the Ehrenberg Scholarship in 2012.

Academic Publications

Victory, K, Tanusondjaja, A, Dawes, J, Nenycz-Thiel, M & Romaniuk, J 2024, ‘Are there generalizable patterns in line extension performance?‘, Journal of Product & Brand Management.

Sharp, B, Dawes, J & Victory, K 2024, ‘The market-based assets theory of brand competition‘, Journal of Retailing and Consumer Services, vol. 76, pp.1-13.

Victory, K, Nenycz-Thiel, M, Dawes, J, Tanusondjaja, A & Corsi, AM 2021, ‘How common is new product failure and when does it vary?‘, Marketing Letters, vol. 32, no. 1, pp. 17-32.

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

M Nenycz-Thiel, C Graham, J Dawes, B McColl, A Tanusondjaja, J Martin (2018), How markets grow. The factors associated with category expansion, Australian & New Zealand Marketing Academy (ANZMAC 2018)

K Victory (2017), Understanding new product performance: a descriptive investigation across multiple categories & two countries, Masters by Research (Marketing). University of South Australia

Victory, K & Caruso, W 2024, ‘A Hard Rating for Solo’s brand extension?’, Mumbrella, 22 March

Victory, K & Tanusondjaja, A 2023, ‘The road to innovation is paved with abandoned products – don’t let yours be one of them’, Marketing Week, 10 March


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