Researcher takes top spot

To Professor Catherine Prentice, research is more than a job. It’s a passion and an opportunity to improve the world.

The marketing professor at the University of Southern Queensland was recognised for her commitment and leadership by being named the leading researcher in both marketing and strategic management in The Australian’s 2024 Research Magazine.

Produced by The Australian and its partner League of Scholars, the annual publication names the top Australian researcher and top research institution across 250 research fields.

The rankings are determined by impact scores based on the impact and quality of research published over the past five years.

Professor Prentice, who has wide-ranging academic interests, said she was humbled by the recognition.

“Doing research becomes an essential part of my life, a routine like a daily meal, a hobby I am passionate about,” she said.

“I am not looking to be number one, I care about the impact on the human world and environmental sustainability.”

Professor Prentice’s current research focuses on the use of artificial intelligence for marketing and hospitality businesses such as restaurants and hotels.

She’s particularly interested in the expanding role of cobots – a collaborative robot that directly interacts and works with humans.

“I like creating new concepts, challenging stereotypes and revoking conventional research,” Professor Prentice said.

“I endeavour to embrace cutting-edge methodologies and mixed methods to ensure research rigorousness.

“In terms of my personal research manner, I tend to lead every single project by initiating the idea, developing the research model, structuring, and leading on writing the entire paper.

“I mentor my co-authors and provide detailed guidance on their allocated tasks.”