ANZMAC Conference Proceedings ERA Information 2012

For those of us in the ERA cycle, the following information is provided to assist in the submission of your 2012 ANZMAC papers to your research office for ERA classification

ANZMAC is an E1 conference (with the exclusion of those papers where the authors only submitted an abstract). It has been peer reviewed in a double blind peer review process, and meets the ERA requirements for a refereed conference paper.

  • that the conference paper meets the ERA definition of research (section 3.1);
    • research is defined as the creation of new knowledge and/or the use of existing knowledge in a new and creative way so as to generate new concepts, methodologies and understandings.
  • that the conference paper has been made publicly available by the publication having an ISSN or ISBN;
    • ISBN: 978-0-646-56330-5
  • that the peer review process meets the standard specified in section;
    • an acceptable peer review process is one that involves an assessment or review, before publication, of the research output in its entirety by independent, qualified experts. Independent in this context means independent of the author
    • All ANZMAC papers are subject to double blind peer review, and Track Chair review prior to publication. This exceeds the minimum requirements
  • that the conference paper has been published in full (i.e. not an abstract); and
  • that the conference paper has not been submitted to ERA 2012 in any other citable form (e.g. a journal article).

For confirmation, ERA 2012 Submission Guidelines, have the following requirements Conference Publications—Full Paper Refereed
Institutions are required to submit information on all eligible peer reviewed conference publications for each year of the research outputs reference period.
Eligibility Criteria for all Conference Publications
A conference publication must be submitted provided that it meets the following criteria (in addition to the criteria outlined in 5.4.1):

  • (a) be published in full. The publication may appear in a number of different formats, e.g. a volume of proceedings, a special edition of a journal, a normal issue of a journal, a book or a monograph, CD- or DVD-ROM or conference or organisational website;
    • Proceedings were available on CD, and through the ANZMAC organisational website;
  • (b) be peer reviewed. For ERA purposes, an acceptable peer review process is one that involves an assessment or review, before publication, of the research output in its entirety by independent, qualified experts. Independent in this context means independent of the author.
    • As noted above, and in the Call for Papers, ANZMAC is peer reviewed conference.
  • (c) be presented at a conference, workshop or seminar of national or international significance.
    • Evidence of the national and/or international participation in the conference needs to be illustrated.  In 2012, ANZMAC attracted delegates from all Australian States, New Zealand, England, Indonesia, Europe and America.

To assist delegates in providing sufficient information to their research offices to meet the HERDC reporting requirements, ANZMAC has provided the following information (which will be repeated on the Conference Proceedings Page when that is live) Summary of Data Requirements for Conference Publications—Full Paper Refereed
The following table summarises the information that institutions are required to submit for each conference publication

  • Title 1 of 1 – Australia New Zealand Marketing Academy Conference 2012
  • Subtitle: Proceedings
  • ISBN: 978-0-646-56330-5
  • Format: CD-ROM, website 
  • Publication Date: 12/2012
  • Recommended Retail Price: $0.00
  • Number Of Pages: 4000
  • Height By Width: 297 x 210
  • Illustrations Included: Black and White
  • Contributor: Ian Phau
  • Contributor Role: Editor
  • Subject: Business and Economics

Based on the ANU HERDC data collection profile, the following information is also provided

  • Year*: 2012
  • Conference name*: Australian and New Zealand Marketing Academy Conference
  • Location: Adelaide Hilton, Adelaide, South Australia
  • Date of conference: 3-5 December
  • Title of conference publication: Australia New Zealand Marketing Academy Conference 2012
  • Editor: Richard Lee
  • Publisher* Ehrenberg-Bass Institute for Marketing Science, Edith Cowan University
  • Place of publication: Ehrenberg-Bass Institute for Marketing Science
  • ISBN: 978-0-646-56330-5
  • URL:
  • Edition: 1
  • Number of pages: 4000
  • ERA Conference ID: 42520

After the jump, there’s a selection of addition information regarding the FOR, RFCD and SEO reporting requirements.

FOR, RFCD, SEO and ANZSIC Codes (Australian Government)

  • FOR Classifications and definitions by Division, 2008

Marketing is traditionally identified as FoR 1505, within one of 8 fields with three notable exclusions:

  • 150501 Consumer-Oriented Product or Service Development
  • 150502 Marketing Communications
  • 150503 Marketing Management (incl. Strategy and Customer Relations)
  • 150504 Marketing Measurement
  • 150505 Marketing Research Methodology
  • 150506 Marketing Theory
  • 150507 Pricing (incl. Consumer Value Estimation)
  • 150599 Marketing not elsewhere classified

a) Tourism marketing is included in Group 1506 Tourism.
b) Social impacts of marketing are included in Group 2001 Communication and Media Studies.
c) Cultural impacts of marketing are included in Group 2002 Cultural Studies.

Papers in Track 21. Tourism, Sports, Events and Recreation Marketing may wish to consider FoR 1506 Tourism

  • RFCD Classifications and definitions by Division, 1998

Marketing is located within the Research Fields, Courses and Disciplines under the following structures

    • 350200 Business and Management
      • 350201 Human Resources Management
      • 350202 Business Information Systems (incl. Data Processing)
      • 350203 Industrial Relations
      • 350204 Marketing and Market Research
      • 350205 Sales and Distribution
      • 350206 Advertising and Public Relations
      • 350207 Office Services
      • 350208 Organisational Planning and Management
      • 350209 Small Business Management
      • 350210 Quality Management
      • 350211 Innovation and Technology Management
      • 350212 International Business
      • 350213 Electronic Commerce
      • 350299 Business and Management not elsewhere classified
    • 350500 Tourism
      • 350501 Tourism Policy and Planning
      • 350502 Tourism Resource Appraisal
      • 350503 Impacts of Tourism
      • 350504 Tourist Behaviour
      • 350505 Tourism Economics
      • 350506 Tourism Forecasting
      • 350507 Tourism Management
      • 350508 Tourism Marketing
      • 350599 Tourism not elsewhere classified
  • Socio-Economic Objective (SEO) classification, 2008

Marketing is nested within Division 91 Economic Framework in Group 9104 Management and Productivity.

According to the ABS, this group has seven objectives:

  • 910401 Industrial Relations
  • 910402 Management
  • 910403 Marketing
  • 910404 Productivity (excl. Public Sector)
  • 910405 Public Sector Productivity
  • 910406 Technological and Organisational Innovation
  • 910499 Management and Productivity not elsewhere classified

a) The provision of market research, administration, business support and professional services are included in Division 90 Commercial Services and Tourism.
b) Occupational health is included in Group 9205 Specific Population Health (excl. Indigenous Health).
c) Employment, work and workplace safety issues are included in Group 9405 Work and Institutional Development.

  • Australian and New Zealand Standard Industrial Classification (ANZSIC), 2006

Australian and New Zealand Standard Industrial Classification. Not entirely sure you’ll ever needed, but provided for completeness.

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Best Paper 2012 Track 22 – Business in Asia

Track 22: Business in Asia
Sponsored by University of South Australia: Australian Centre for Asian Business

Paper 297: McDonald’s apology over a pig toy: A cultural territorial clash

Guan Cheng Quek, Institute of Policy Studies,

Peter Ling*, RMIT University,

Guan Cheng Quek and Peter Ling presenting McDonald’s apology over a pig toy: A cultural territorial clashAbstract: McDonald’s introduced a modified Chinese zodiac promotion to celebrate Chinese New Year in Singapore in 2010. Instead of the traditional 12 zodiac animals – rat, ox, tiger, rabbit, dragon, snake, horse, sheep, monkey, rooster, dog, and pig – McDonald’s replaced the pig symbol with a Cupid toy because Valentine’s Day fell on the same day as Chinese New Year in 2010 and because the restaurant’s Muslim customers do not consume pork. This paper discusses how and why ethnic groups rejected the zodiac promotion through heated discussions in the media. Following a review of literature on cultural sensitivity and hybrid cultural theories, a Foucault-based framework of discipline-ethics-performativity guided this qualitative text analysis of 97 letters in the Straits Times newspaper plus online postings on Asia One and Channel News Asia.

The emerging theory was that there was a cultural territorial clash of discipline structures, ethical moderation, and identity performance. This paper contributes to literature on business in Asia, as there seems to be little research on pig symbolism in Marketing or on the failure of culturally oriented marketing activities. The implication for practice is that the marketing team needs to consider more carefully the fundamental cultural disciplinary structure, ethics responsibility, and identity performativity in a multi-ethnic country. While McDonald’s zodiac promotion appeared not to have upset the Muslims in multi-racial Singapore, it would be interesting to research whether there was any online backlash in Malaysia and Indonesia, which have a higher Muslim population.

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Awards, Photos, Videos and More

Fellow Travellers,

Starting Monday, the ANZMAC site will showcase the prize winners from the ANZMAC 2012, including announcing the award winners, best papers, best in show, photographs and videos.

For those who are keen – the “as it happened” photos are live (as it happens).

If you have photos or footage from the conference, please upload them to your host service of choice (Flickr, Lockerz, Facebook* etc), tag them with #anzmac12 where you can, and drop us a link here (or email )  if you want to share them with the rest of the community.


*if you are doing a Facebook hosted photos, please ensure the gallery is viewable to the public, and/or share the highlights to the ANZMAC Facebook page (and yes, you need to be logged into the Facebook page to see it. Walled garden is walled.

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ANZMAC 2012 Special Session submission details

Special Session submission details for the 2012 ANZMAC conference have just been released!

We invite proposals, outlining in particular new and innovative areas of marketing.

Such sessions should have the potential to bring together experts, showcase research into a new phenomena from different perspectives and be a forum for discussion on the importance of the topic in the marketing discipline.

Submissions open: May 10th 2012
Submissions close: July 15th 2012
Authors notified of outcome: 31st August 2012

Submit through

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