Vicky Little

School: School of Business & Management
Department: Dean's office
College: Business & Law
Position: Senior Lecturer, Program Manager Engagement
Location: RMIT Saigon South
Email: vicky.little@rmit.edu.vn
Phone: +842836222490
ORCID: 0000-0002-6146-5413 

Vicki is an industry-experienced, entrepreneurial macromarketer with academic experience in New Zealand, Malaysia, and now RMIT Vietnam. Her teaching and research focuses on the role of business in society, in support of the UN Sustainable Development Goals.

  • Certificate of graduate supervision, Monash University Malaysia (2013)
  • PhD in Marketing, University of Auckland, New Zealand (2005)
  • MBA, University of Otago, New Zealand (1989)
  • BCom, University of Otago, New Zealand (1988) 

Marketing strategy, entrepreneurial marketing, sustainability, innovation, qualitative research methods, philosophy of science.

  • Macromarketing (the interface between marketing and society), sustainability-oriented innovation, industrial and business-to-business marketing, sustainability transitions.
  • Member of the Sustainable Development research cluster.
  • 50+ peer reviewed research outputs including journal articles, international conference papers and book chapters. 
  • 2022. BAKER, J., LITTLE, V.J., BRODIE, R. A. Towards socially responsible business: A typology of value postures in nested service ecosystems. Handbook of Service Management, Evardsson, Tronvoll, Shandrew, (Eds)
  • 2021. LITTLE V. J., CHAN, L.T., CHEAH, S. K. A., EWE, S. Y., & KUNCHAMBOO, V.K. Changing the climate in the classroom: Enquiry vs advocacy. 46th Macromarketing conference. On-line, 1-5.
  • 2021. HELM S. & LITTLE V.J. No climate change in marketing classrooms? The view from best-selling marketing textbooks. 46th Macromarketing conference. On-line, 1-5.
  • 2021. BAKER, J., LITTLE V.J., BRODIE, R. A. Ethical value creation for equity and social justice: Aligning value postures in service systems. 46th Macromarketing conference. On-line, 1-5.
  • 2021. KEMPER, J, & LITTLE V.J. “Meat consumption and reduction in China.” 46th Macromarketing conference. On-line, 1-5.
  • 2020. CHONG, C. L., KUNCHAMBOO, V., & LITTLE, V. J.  Understanding Identity Transformation through Cultural Product Consumption. ACR North American Advances (Journal of the Association for Consumer Research).
  • 2020. LITTLE V.J., HELM S. & KEMPER J. Transitioning to low carbon research and teaching: Supporting necessary change through participative inquiry. 45th Macromarketing conference. On-line, 1-5. 
  • 2020. LITTLE, V. J., TOFINGA, B., & HO, H. H. P. The ‘nasi lemak’ ladies: How female micro-entrepreneurs navigate transitioning markets. 45th Macromarketing conference, On-line. 1-5
  • 2020. HELM, S., LITTLE, V. J., & KEMPER, J. Rearranging Deck Chairs or Righting the Course? Exploring the Role of Marketers in Climate Change Adaptation. 2020 AMA Winter conference, San Diego, CA.
  • 2019. LITTLE V. J., LEE C.K.C. & NAIR, S.R. Macro-demarketing: Unlocking unsustainable production and consumption systems. Journal of Macromarketing, 39(2), 166-187. 
  • 2019. HELM, S., LITTLE, V. J., KEMPER, J. & KENNEDY, A. M. Live on Mars or fix our climate? ANZMAC 2019 Conference: The Winds of Change, Victoria University of Wellington, Wellington, New Zealand.
  • 2019. LITTLE, V. J., & HELM, S. V. Calling all macromarketers: Vanguards for sustainability in a +1.5oC world? 44th Macromarketing conference, Cleveland, OH.
  • 2019. Little, V. J. Rocking agri-food systems with sustainability-oriented innovation. 44th Macromarketing conference, Cleveland, OH.
  • 2019. WIDJAJA, V. D., & LITTLE, V. J. Influences on Sustainable Diets: Festive Food Representation in Java Paper presented at the Business Asia @21 Symposium, Bandar Sunway, Selangor, Malaysia.
  • 2019. TOFINGA, B., HO, H. H. P., & LITTLE, V. J. Wicked solutions? Discrimination, kindness and collaboration. ANZAM 2019 Conference, Cairns, Queensland, Australia.
  • 2017. NAIR, S., JEBARAJAKIRTHY, C., & LITTLE, V.J. An investigation into Malaysian consumers’ behavioural responses towards complying with “no free plastic bag campaign day” (NFPBCD) on Saturdays. 2017 ANZMAC Conference, Melbourne, Australia.
  • 2016. WU, A., LITTLE, V. J. & LOW, B. Inbound open innovation in pharmaceutical markets: A case study of an anti-diabetic drug in-licensing decision. Journal of Business & Industrial Marketing, 31(3) 205-218.
  • 2016. NAIR, S., & LITTLE, V. J. Context, culture and green consumption. Journal of International Consumer Marketing, Online, (http://www.tandfonline.com/doi/full/10.1080/08961530.2016.1165025), 1-16.
  • 2016. HOH, M. Z., LITTLE, V. J., & LEE, C. K. C. Evasive masculinity: Constructing brand narratives in fragrance advertising. 2016 ANZMAC Conference, University of Canterbury, Christchurch, NZ.
  • 2016. SMITH, S. D., LITTLE, V. J., BROOKES, R. W., & STARR, R. G. Approaches to brand positioning in New Zealand Sauvignon Blanc wine market: Uncovering design-based narratives. 2016 ANZMAC Conference, University of Canterbury, Christchurch, NZ.
  • 2016. LITTLE, V. J., SMITH, S. D., & BROOKES, R. W. New Realities in the Tertiary Sector: What are they, and how should we respond? Voices in Tertiary Education Symposium, Victoria University of Wellington, New Zealand, July 22-23.
  • 2017. LEE, V. C. M., LITTLE, V. J., LEE, C. K. C., & LEE, M. S. (2017, 19-22 June). 50 shades of greenwashing: Green representations and responses in an emerging economy. Macromarketing conference, Queenstown, New Zealand

2019: TOFINGA, B., & LITTLE, V.J. - Towards a stronger society in Malaysia: Issues and challenges for female micro-entrepreneurs in the informal economy, Monash SoB seed grant, RM10,000.

  • Complete - 2020 – Chan Lay Tyng. Cleaning up the system: A tale of paranoia and practices (Monash Malaysia)
  • Submission Jan 2022: Chong Chooi Ling – From lurker to community cultivator: Understanding identity transformation processes through cultural product consumption (Monash Malaysia)
  • Early stage: Janie Chin Hsien Yeen – Social licence to operate and contested technology diffusion (Monash Malaysia)
  • 30+ completions Master of Bioscience Enterprise (University of Auckland, New Zealand) 
  • Member, Macromarketing Society
  • Review board member Journal of Business & Industrial Marketing, Australian Marketing Journal
  • Ad hoc reviewer Marketing Theory, Journal of Cleaner Production

Previous careers in advertising (Leo Burnett, NZ) and marketing management (Philips, Sky TV, James Hardie). Past consulting projects NZ agribusiness (Wrightson, Fonterra Ingredients, Tegel, NRM), not-for-profit organisations). Industry-centric teaching, departmental executive programs coordinator (University of Auckland).

  • 2021-present: RMIT University Vietnam, Program Manager Engagement, Digital Marketing Discipline - Senior Lecturer
  • 2018-2021 – Monash University Malaysia - Department of Marketing – Senior Lecturer
  • 2015-2017 – University of Auckland - Depts Marketing/ Management & International Business – Professional Teaching Fellow
  • 2014-2015 - Monash University Malaysia - University Directorate - Project Director
  • 2012-2014 - Monash University Malaysia - School of Business - Deputy Head of School – Education Innovation
  • 2012-2013 - Monash University Malaysia - School of Business – Interim MBA Director International
  • 2012-2013 - Monash University Malaysia - Department of Marketing – Interim Head  
  • 2011-2012 - Monash University Malaysia - School of Business - Asian Business Strategy Education Strength – Leader
  • 2011-2014 - Monash University Malaysia - Department of Marketing – Senior Lecturer
  • 2011-2014 – University of Auckland - Department of Marketing - Honorary Lecturer
  • 2007-2011 – University of Auckland - Department of Marketing - Senior Lecturer
  • 1994-2010 - University of Auckland - Department of Marketing - Departmental Coordinator, Executive Programs
  • 1993-2006 - University of Auckland - Department of Marketing – Lecturer
  • 2000-2010: Consulting and corporate projects
  • 1992-1999: Executive director Buchanan Tackle (NZ) Limited (start-up) and Marketing Concepts (NZ) (start-up consultancy) 
  • 1992-1993: Executive leasing, Marketing Services, James Hardie Pty
  • 1990-1991: Marketing Manager, Sky Network Television (start-up)
  • 1989-1990: Product Manager, Philips NZ
  • 1985-1989: Marketing and advertising consultant, research analyst
  • 1983-1985: National Media Manager, Leo Burnett Advertising
  • 1979-1982: Media Manager, Leo Burnett Advertising
  • 1977-1978: Media Assistant, Malcolm & Hansard Advertising