Sergio comes from working more than 20 years in the mining and related industries. He has co-founded a few companies including mining, service and maintenance, silver-ware and paint manufacturing.
Sergio holds a Doctor of Business Administration from Macquarie Graduate School of Business at Macquarie University in Sydney, Australia. His thesis "Understanding and Modelling the Dynamics of Business-to-Business Relationships" was awarded the Vice-Chancellor's commendation for a doctoral thesis of exceptional merit. He also holds a Master of Business Administration and a Master of Management and Public Policy from the Catholic University of Bolivia (both with Distinction) and a bachelor's degree in Mining Engineering.
He has hold teaching roles at Masters and Executive levels and consulting extensively throughout Latin America, Europe, Turkey, and the US. Sergio was also Research Director at the Latin America Logistics Centre, a leading logistics organisation through which more than 800 Latin American companies participate in an annual logistics benchmarking exercise. Sergio's professional affiliations include being a member of the IMP Group, the Australian & New Zealand Marketing Academy, the Bolivian Society of Engineers, and holding the position of Honours President of the Bolivian Logistics Association. He has been a member of New Zealand Business Mentors for the last ten years.
His current research interests include:
The dynamics of business-to-business relationships; intercompany interaction in complex networks
Supply chain integration, collaboration, readiness, and resilience
The effects of new technologies, especially artificial intelligence in human – machine interaction in business-to-business and service marketing
Sergio is the Director of the Department of Marketing PhD Programme. His current doctoral students are:
PhD Primary supervisor:
Thanuka Mahesha de Silva: Toward an Understanding of How Artificial Intelligent Agents Cocreate Value with Customers. Co-supervisors Associate Professor Tony Garry, Dr Loic Li
Tahmine Sarvari: The Effect of Artificial Intelligence Assistants on Customers' Negative Reactions. Co-supervisors Professor Lisa McNeill and Associate Professor Tony Garry
Yusepaldo Pasharibu: The Role of Engagement Platform in Supporting Stakeholders' Value Creation. Co-supervisor Associate Professor Lincoln Wood
Yalda Boroushaki: The investigation of micro-foundations on supply chain resilience. Co-supervisor Professor Richard Greatbanks
Co-supervisor
Kara Ma: Sustainable Fashion Consumption and the “Intention-Behaviour” Gap: A Cross-cultural Study. Primary supervisor Professor Lisa McNeill
Doctor of Business Administration Primary Supervisor
Fengxian Jin: The development of third-party procurement business relationship.
Anupam Shailaj: Usefulness of business plans. Co-supervisor Dr Jonathan Scott
PhD Graduates
Quynh Anh Đào (2023): Managing cultural differences in International Joint Ventures and the role of Social Identity Theory
Amy (Siqiao) Luan (2022): Knowledge Transfer within Multinational Enterprises via International Assignees: A Multi-level Microfoundational Empirical Investigation in the Food and Beverage Industry between China and New Zealand
Arezoo Fakhimi (2021): Customer Service Experience of AI-Based Organisational Frontlines
Katayoun Zafari (2019): Building Resilience in Turbulent Environments. The Role of Relationship Marketing
Regina Maniam (2018): Effects of Social Capital on Start-up Outcomes
Donia Waseem (2018): Value Co-Creation: Role of Actor's Competence and Motivation
Kamer Yuksel (2017): A New Understanding of Brand Development through Social Actor Engagement
Joe Chai (2012): An Investigation of the Influence of Consumer Acculturation in Ethnic Consumer–Banking Service Provider Relationships in New Zealand
Marcus Schulz (2011): New Mindsets for Service-Orientated Marketing, Based on the Understanding of Emotions in Interpersonal Relationships
Publications
Thyne, M., & Biggemann, S. (Eds.). (2023). Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing for Good. 660p. Retrieved from https://www.anzmac2023.com/
Conference Contribution - Edited volume of conference proceedings
Fakhimi, A., Garry, T., & Biggemann, S. (2023). Human-machine socio-emotional service experiences. In M. Thyne & S. Biggemann (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing for Good. (pp. 459). [Abstract]
Conference Contribution - Published proceedings: Abstract
Zafari, K., Biggemann, S., & Garry, T. (2023). Development of business-to-business relationships in turbulent environments. Industrial Marketing Management, 111, 1-18. doi: 10.1016/j.indmarman.2023.03.002
Journal - Research Article
Williams, M., & Biggemann, S. (2023). Corporate art collections in Australia: The influence of Aboriginal art on corporate identity. International Journal of Business Communication, 60(2), 656-677. doi: 10.1177/2329488420958112
Journal - Research Article
Tóth, Z., Biggemann, S., & Williams, M. (2022). Unintentionality in market shaping: A multiple case study of touring exhibitions from New Zealand, Australia, and the United Kingdom. Industrial Marketing Management, 103, 117-129. doi: 10.1016/j.indmarman.2022.03.012
Journal - Research Article
Waseem, D., Biggemann, S., & Garry, T. (2021). An exploration of the drivers of employee motivation to facilitate value co-creation. Journal of Services Marketing, 35(4), 442-452. doi: 10.1108/JSM-11-2019-0458
Journal - Research Article
Soto, L., & Biggemann, S. (2020). Applications of artificial intelligence and RPA to improve government performance. In A. Naqvi & J. M. Munoz (Eds.), Handbook of artificial intelligence and robotic process automation: Policy and government application. (pp. 141-149). London, UK: Anthem Press.
Chapter in Book - Research
Zafari, K., Biggemann, S., & Garry, T. (2020). Mindful management of relationships during periods of crises: A model of trust, doubt and relational adjustments. Industrial Marketing Management, 88, 278-286. doi: 10.1016/j.indmarman.2020.05.026
Journal - Research Article
Williams, M., Biggemann, S., & Tóth, Z. (2020). Value creation in art galleries: A service logic analysis. Australasian Marketing Journal, 28, 47-56. doi: 10.1016/j.ausmj.2019.08.002
Journal - Research Article
Torkestani, M. S., Jahedi, P., Parackal, M., Biggemann, S., & Zadeh, K. B. (2019). Using brand concept map in destination marketing. In J. E. Richard & D. Kadirov (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Winds of Change. (pp. 1156-1159). Retrieved from https://confer.nz/anzmac2019
Conference Contribution - Published proceedings: Full paper
Maniam, R., Everett, A., Biggemann, S., & O'Kane, C. (2018). Retroduction: An alternative to induction and/or deduction. In J. Conduit, C. Plewa & D. Wilkie (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Connect, Engage, Transform. (pp. 50-53). Adelaide, Australia: University of Adelaide. [Full Paper]
Conference Contribution - Published proceedings: Full paper
Soto, L. A., & Biggemann, S. (2018). The future of logistics and marketing in an artificial intelligence-governed world. In Business strategy in the artificial intelligence economy. (pp. 79-92). New York, NY: Business Expert Press.
Chapter in Book - Research
Waseem, D., Biggemann, S., & Garry, T. (2018). Value co-creation: The role of actor competence. Industrial Marketing Management, 70, 5-12. doi: 10.1016/j.indmarman.2017.07.005
Journal - Research Article
Biggemann, S., & Zafari, K. (2016). Explaining change of pace on network mobilization: The case of Dunedin Gigatown. In D. Fortin & L. K. Ozanne (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era. (pp. 405-411). Christchurch, New Zealand: Department of Management, Marketing, and Entrepreneurship, University of Canterbury. [Full Paper]
Conference Contribution - Published proceedings: Full paper
Yuksel, K., Ballantyne, D., & Biggemann, S. (2016). Brand co-creation through social actor engagement. In R. J. Brodie, L. D. Hollebeek & J. Conduit (Eds.), Customer engagement: Contemporary issues and challenges. (pp. 211-235). Abingdon, UK: Routledge.
Chapter in Book - Research
Biggemann, S., & Collier, A. (2016). Featherston resources: A new, clean, green fertilizer business that failed. In J. M. Munoz & D. H. Bivona (Eds.), Managerial forensics. (pp. 21-45). New York: Business Expert Press.
Chapter in Book - Research
Holmlund, M., Kowalkowski, C., & Biggemann, S. (2016). Organizational behavior in innovation, marketing, and purchasing in business service contexts: An agenda for academic inquiry. Journal of Business Research, 69(7), 2457-2462. doi: 10.1016/j.jbusres.2016.02.014
Journal - Research Article
Maniam, R., Everett, A., O'Kane, C., & Biggemann, S. (2015, December). University student business start-up and growth through student programmes. Verbal presentation at the 29th Australian and New Zealand Academy of Management (ANZAM) Conference: Management for Peak Performance, Queenstown, New Zealand.
Conference Contribution - Verbal presentation and other Conference outputs
Maley, J., Kowalkowski, C., Brege, S., & Biggemann, S. (2015). Outsourcing maintenance in complex process industries. Asia Pacific Journal of Marketing & Logistics, 27(5), 801-825. doi: 10.1108/apjml-02-2015-0018
Journal - Research Article
Zafari, K., Biggemann, S., & Knight, J. (2015). Dealing with uncertainty in a turbulent business environment. In A. Ganglmair-Wooliscroft, J. Williams & B. Wooliscroft (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Midyear Doctoral Colloquium. (pp. 18-23). Dunedin, New Zealand: Marketing Department, University of Otago. [Full Paper]
Conference Contribution - Published proceedings: Full paper
Biggemann, S., Klimovich, K., & Thomas, C. S. (2014). Interest group dynamics in a weak and transitional state: The case of Bolivia. Journal of Public Affairs, 14(3), 254-282. doi: 10.1002/pa.1546
Journal - Research Article
Brashear-Alejandro, T., & Biggemann, S. (2014). JBIM special issue on CBIM 2011 workshop. Journal of Business & Industrial Marketing, 29(4), 273-274. doi: 10.1108/JBIM-08-2013-0160
Journal - Research Other
Biggemann, S., Williams, M., & Kro, G. (2014). Building in sustainability, social responsibility and value co-creation. Journal of Business & Industrial Marketing, 29(4), 304-312. doi: 10.1108/JBIM-08-2013-0161
Journal - Research Article
Zonneveld, L., & Biggemann, S. (2014). Emotional connections to objects as shown through collecting behaviour: The role of ardour. Australasian Marketing Journal, 22, 325-334. doi: 10.1016/j.ausmj.2013.10.002
Journal - Research Article
Williams, M., & Biggemann, S. (2013). The communication effects of art on corporate reputation: An exploratory study. Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference. Retrieved from http://www.anzmac.org/conference
Conference Contribution - Published proceedings: Full paper
Parackal, M., Biggemann, S., & Mitchell, R. (2013). Experiential education: A sales proposition with zero budget. In J. McDonald, S.-K. Loke, A. McLean & M. Rajoo (Eds.), Proceedings of the Spotlight on Teaching and Learning Colloquium. (pp. 58). Dunedin, New Zealand: HEDC, University of Otago. [Abstract]
Conference Contribution - Published proceedings: Abstract
Biggemann, S., Kowalkowski, C., Maley, J., & Brege, S. (2013). Development and implementation of customer solutions: A study of process dynamics and market shaping. Industrial Marketing Management, 42(7), 1083-1092. doi: 10.1016/j.indmarman.2013.07.026
Journal - Research Article
Biggemann, S., & Everett, A. M. (2013). Learning from experience: Purchasing industrial machinery from China. In P. Ramburuth, C. Stringer & M. Serapio (Eds.), Dynamics of international business: Asia-Pacific Business Cases. (pp. 187-195). New York, NY: Cambridge University Press.
Chapter in Book - Other
Biggemann, S. (2013). Global oils and logistics: Excellence in trading, while striving to excel in services. In P. Kotler, S. Burton, K. Deans, L. Brown & G. Armstrong (Eds.), Marketing. (9th ed.) (pp. 240-242). Frenchs Forest, Australia: Pearson. [Case Study].
Chapter in Book - Research
Woodside, A., Salgado, E., Biggemann, S., & Slater, S. (2012, March). Meet the editors. Plenary presentation at the Business Association of Latin American Studies (BALAS) Annual Conference: Latin American Firms Competing in the Global Economy, Rio de Janeiro, Brazil.
Conference Contribution - Verbal presentation and other Conference outputs
Biggemann, S., & Soares, A. (2012, March). The China impact on Latin American business environment: Challenges and opportunities. Panel discussion at the Business Association of Latin American Studies (BALAS) Annual Conference: Latin American Firms Competing in the Global Economy, Rio de Janeiro, Brazil.
Conference Contribution - Verbal presentation and other Conference outputs
Biggemann, S., Kowalkowski, C., Brege, S., & Maley, J. (2012). Development and implementation of business solutions. Proceedings of the 28th Industrial Marketing and Purchasing (IMP) Conference. Retrieved from http://www.impgroup.org/uploads/papers/7973.pdf
Conference Contribution - Published proceedings: Full paper
Williams, M., Buttle, F., & Biggemann, S. (2012). Relating word-of-mouth to corporate reputation. Public Communication Review, 2(2), 3-16.
Journal - Research Article
Biggemann, S. (2012). The essential role of information sharing in relationship development. Journal of Business & Industrial Marketing, 27(7), 521-526. doi: 10.1108/08858621211257284
Journal - Research Article
Chai, J. C. Y., Deans, K. R., & Biggemann, S. (2012). The influence of acculturation on consumer relational bonding in banking relationships. Journal of Strategic Marketing, 20(5), 393-410. doi: 10.1080/0965254X.2012.657227
Journal - Research Article
Biggemann, S., & Buttle, F. (2012). Intrinsic value of business-to-business relationships: An empirical taxonomy. Journal of Business Research, 65, 1132-1138. doi: 10.1016/j.jbusres.2011.08.004
Journal - Research Article
Kowalkowski, C., Kindström, D., Alejandro, T. B., Brege, S., & Biggemann, S. (2012). Service infusion as agile incrementalism in action. Journal of Business Research, 65(6), 765-772. doi: 10.1016/j.jbusres.2010.12.014
Journal - Research Article
Chai, J. C. Y., Deans, K. R., & Biggemann, S. (2011). How acculturation influences Chinese consumers’ relational behavior in banking relationships. Proceedings of the Association for Consumer Research (ACR) Asia-Pacific Conference. (pp. 56-57). Retrieved from http://www.acrweb.org/apacr/Public/index.aspx
Conference Contribution - Published proceedings: Abstract
Biggemann, S., & Fam, K.-S. (2011). Business marketing in BRIC countries. Industrial Marketing Management, 40(1), 5-7. doi: 10.1016/j.indmarman.2010.09.004
Journal - Research Article
Biggemann, S. (2010). Structure and dynamics of business-to-business relationships. In A. G. Woodside (Ed.), Organizational culture, business-to-business relationships, and interfirm networks. (pp. 327-340). Bingley, UK: Emerald. doi: 10.1108/S1069-0964(2010)0000016008
Chapter in Book - Research
Biggemann, S. (2010). Modeling the structure of business-to-business relationships. In A. G. Woodside (Ed.), Organizational culture, business-to-business relationships, and interfirm networks. (pp. 27-177). Bingley, UK: Emerald. doi: 10.1108/S1069-0964(2010)0000016006
Chapter in Book - Research
Biggemann, S. (2010). Understanding and modeling the dynamics of business-to-business relationships. In A. G. Woodside (Ed.), Organizational culture, business-to-business relationships, and interfirm networks. (pp. 179-326). Bingley, UK: Emerald. doi: 10.1108/S1069-0964(2010)0000016007
Chapter in Book - Research
Biggemann, S., & Buttle, F. (2010). Modelling the dynamics of business interaction. Proceedings of the 26th Industrial Marketing and Purchasing (IMP) Conference: Business Networks: Globality, Regionality, Locality. [USB Memory Stick] [Full Paper]
Conference Contribution - Published proceedings: Full paper
Biggemann, S. (2010, September). Dealing with the unsolved issues of 30 years of IMP research. University of Otago Department of Marketing Seminar Series, Dunedin, New Zealand. [Department Seminar].
Other Research Output
Biggemann, S. (2010). Digital Images Australasia: New products, new brands, new channels, new challenges [Case study]. In P. Kotler, L. Brown, S. Burton, K. Deans & G. Armstrong (Eds.), Marketing. (8th ed.) (pp. 440-443). Frenchs Forest, Australia: Pearson.
Chapter in Book - Research
Biggemann, S., & Everett, A. M. (2009). Moving from low-cost to true partnerships: Dynamic governance mechanisms. In S. M. Lee, Z. Chen & W. Li (Eds.), Proceedings of the Pan-Pacific Conference XXVI: Strategic Innovation through Collaboration and Convergence. (pp. 34-36). PPBA. [Full Paper]
Conference Contribution - Published proceedings: Full paper
Biggemann, S. (2009). The essential role of information sharing in relationship development. In T. G. Brashear (Ed.), Proceedings of the 15th Center for Business and Industrial Marketing Academic Workshop. (pp. 208-215). CBIM. [Full Paper]
Conference Contribution - Published proceedings: Full paper
Biggemann, S., & Buttle, F. (2009). Coordinated interaction and paradox in business relationships. Journal of Business & Industrial Marketing, 24(8), 549-560. doi: 10.1108/08858620910999420
Journal - Research Article
Everett, A. M., & Biggemann, S. (2008, November). Drivers for sourcing abroad: Is China's offering maligned? Verbal presentation at the Decision Sciences Institute 39th Annual Meeting, Baltimore, MD.
Conference Contribution - Verbal presentation and other Conference outputs
Ordoñez, J., & Biggemann, S. (2008). The Colombian textile industry value chain: Merging with China's textile supplies for competitive advantage. In S. M. Lee & G. Selva (Eds.), Proceedings of the Pan-Pacific Conference XXV. (pp. 79-81). Lincoln, NE: Pan-Pacific Business Association. [Full Paper]
Conference Contribution - Published proceedings: Full paper
Ballantyne, D., Aitken, R., Williams, J., & Biggemann, S. (Eds.). (2008). Proceedings of Otago Forum 2. Dunedin, New Zealand: School of Business, University of Otago. 287p. Retrieved from http://www.business.otago.ac.nz/marketing/events/OtagoForum/final-papers.htm
Conference Contribution - Edited volume of conference proceedings
Biggemann, S. (2008). The Mattel affairs: Dealing in the complexity of extended networks. Proceedings of the Industrial Marketing and Purchasing Conference. Industrial Marketing and Purchasing Group. Retrieved from http://www.impgroup.org/paper_view.php?viewPaper=6779
Conference Contribution - Published proceedings: Full paper
Buttle, F., & Biggemann, S. (2007). The Ford Explorer - Firestone Tires crisis: A Rules Theory analysis of relationships. Proceedings of the 23rd Industrial Marketing and Purchasing Conference. IMP. Retrieved from http://www.impgroup.org/paper_view.php?viewPaper=4810
Conference Contribution - Published proceedings: Full paper
Biggemann, S., & Everett, A. M. (2007). The China effect: The need to reconcile divergent: Western and Chinese views of business relationships. In M. Thyne, K. R. Deans & J. Gnoth (Eds.), Proceedings of the Australia and New Zealand Marketing Academy Conference. [CD-ROM], (pp. 1880-1888). Dunedin, New Zealand: Department of Marketing, University of Otago. [Full Paper]
Conference Contribution - Published proceedings: Full paper
Biggemann, S., & Everett, A. M. (2007). Made in China: A sourcing strategy for competitive advantage. In S. M. Lee & A. M. Everett (Eds.), Proceedings of the Pan-Pacific Conference XXIV. (pp. 67-69). Pan-Pacific Business Association. [Full Paper]
Conference Contribution - Published proceedings: Full paper
Biggemann, S., & Buttle, F. (2007). The effects of previous episodes in business-to-business interaction. Management Research News, 30(6), 396-408.
Journal - Research Article
Biggemann, S. (2007). [Review of the book Global business practices: Adapting for success]. Journal of Public Affairs, 7, 305-309.
Journal - Professional & Other Non-Research Articles
Biggemann, S., & Buttle, F. (2006). Paradox and change within business to business relationships. In P. Osborne, J. Williams & H. Gao (Eds.), Proceedings of the National Symposium on Relationships, Interactions and Networks. (pp. 33-49). Dunedin, New Zealand: University of Otago. [Full Paper]
Conference Contribution - Published proceedings: Full paper
Biggemann, S., & Buttle, F. (2006). The effects of previous episodes in business-to-business interaction. Proceedings of the 22nd Industrial Marketing and Purchasing Group Conference. [CD-ROM], (pp. 1-11). Milan: UniversitÀ Bocconi. [Full Paper]
Conference Contribution - Published proceedings: Full paper