Daniel Prior

Associate Professor Daniel Prior is a Senior Lecturer in Management, Deputy Head of School (Research), and Director of the Supply Chain Sustainment Research Group in the School of Business at UNSW Canberra. He is also a member of UNSW Cyber. Prior holds a PhD in Management from Macquarie Graduate School of Management, Macquarie University (2008), with a thesis titled 'The Antecedents and Components of Relationship-Based Competitive Advantage: A Study of the Australian Manufacturing Sector.' His other qualifications include a Master of Commerce in Marketing from Macquarie University (2002), a Graduate Certificate in University Teaching and Learning from Charles Sturt University (2004), and a Bachelor of Commerce in Marketing from the University of Western Sydney (2000). Between 2017 and 2019, he was Professor of Strategic Sales Management at Cranfield University, UK, serving as Co-Director of the Centre for Strategic Marketing and Sales, Director of the Executive MBA, and Director of the Key Account Management and Strategic Sales Forum. He has held visiting appointments at Cranfield University and the University of Texas at Austin, USA. Prior to academia, he worked in industry for KPMG, Acer Computer Australia, and Communications Design and Management. He serves on corporate and not-for-profit boards and consults on marketing strategy, particularly in new product development, complex systems implementations, and strategy.

Prior's research specializes in buyer-supplier engagement, particularly in complex, high-risk relationships developed over extended periods. Key interests include how suppliers create value, buyers realize value, value narratives for complex solutions, integrating circular economy principles into value propositions, supply chain sustainability, and applying computer science techniques for situational awareness, human factors risks, customer relationship management, supplier selection, contract monitoring, and information integrity. He is a Fellow of the Australian Marketing Institute (FAMI) and Senior Fellow of the Higher Education Academy (SFHEA). Awards include Outstanding Reviewer for the Journal of Business Research (2017), Best Reviewer for the Industrial and Business Marketing track at the Australia and New Zealand Marketing Academy Conference (2015), nominee for the Rector’s Award for Teaching Excellence at UNSW Canberra (2015), and Silver Medal Finalist for the best paper in the International Journal of Market Research (2012). Major publications include books *Customer Relationship Management: Concepts, Applications, and Technologies, Fifth Edition* (2024, with Buttle and Maklan), *B2B Customer Engagement Strategy: An Introduction to Managing Customer Experience* (2023), and *Organisational Buying: A Multidisciplinary Perspective* (2021). Recent articles feature 'Dyadic Information Morphing: A Process Theory of Interorganizational Meaning Transformation in Sustainable Supply Chain Management Initiatives' (Journal of Supply Chain Management, 2026) and 'Transitioning to artificial intelligence-based key account management: A critical assessment' (Industrial Marketing Management, 2025).

Professional Email: d.prior@unsw.edu.au