BSc (Mining), MMPP, MBA (Catholic University of Bolivia), DBA (Macquarie Graduate School of Management, Australia)
Room: Otago Business School 4.10
Tel: +64 3 479 8467
Email: sergio.biggemann@otago.ac.nz
Sergio Biggemann 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.
Originating from Bolivia, Sergio spent 20 years in the mining and related industries. He is a co-founder and was general manager of a mining company, a terotechnology company, a silver-ware crafting company (all successfully operating in Bolivia) and more recently, a paint manufacturing company in Australia.
Prior to joining the department in 2006, Sergio was Associate Professor at the Catholic University of Bolivia and Visiting Professor at the Catholic University of Paraguay. These roles involved teaching at Masters and Executive levels and consulting extensively throughout Latin America, 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 Bolivian Society of Engineers and holding the position of Honours President of the Bolivian Logistics Association.
His current research interests include:
- The dynamics of business-to-business relationships; intercompany interaction in complex networks
- Supply chain integration, collaboration
- Off-shoring/outsourcing (particularly to China) and management of supply chain risk
- Sales management in times of turmoil
- Multichannel sales strategies
- Store brands and value creation
Teaching responsibilities
Sergio’s current teaching responsibilities include:
Office Hours
Sergio’s Office Hours are:
on RSL Semester 1 2020
Publications
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
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
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
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
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.
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
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
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
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. (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
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. (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). 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). 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., & 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
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
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
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
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
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
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
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
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
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
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
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. (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
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
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
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
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., & 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., & 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
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
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. (2007). [Review of the book Global business practices: Adapting for success]. Journal of Public Affairs, 7, 305-309.
Journal - Professional & Other Non-Research Articles
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
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
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
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
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
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. (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., & 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. (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
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
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., & 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
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., & 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
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
