Sushmita Guha

Mrs, Doctor of Philosophy Student

  • The University of Western Australia (M263), 35 Stirling Highway,

    6009 Perth


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Personal profile



Þ  PhD student at The University of Western Australia.

Þ  Teaching fellow/Tutor/Guest lecturer at The University of Western Australia

Þ  Completed FABLE Teaching Fellowship program, 2018 at The University of Western Australia.

Þ  Higher Degree by Research- Business (A research project on Social CRM in startup firms) from The University of Western Australia, WA in 2015

Þ  Master of Business Administration (Dual specialization in Marketing & System) from W.B.U.T, India in 2008 

Þ  Graduate Engineer (Bachelor of Technology) in Electronics & Telecommunication from Dehradun Institute of Technology, India in 2005 

Research Tools:

Þ  Qualtrics

Þ  NVivo 11

Þ  WarpPLS 6.0 



Teaching overview

The University of Western Australia     

Tutor/Guest Lecturer           

Feb’2018 till date


  • Conducted four tutorials in each Semester (Total 8 tutorials)
  • Delivered two lectures (Week 4 and 9, theory section only)
  • Managed Tutor meetings and delivered tutor development project report (Mid-semester and end- semester meetings)
  • Arranged the mid-semester and end-semester tutor meetings (including set up tutor meeting time, arrange meeting venue and send invitations to tutors)
  • Organized tutor group discussions in the tutor meetings, including the peer observation feedback and on-line lecture feedback (about 30 - 40 minutes per meeting).
  • Provided report to share with the teaching team based on the discussions.

Current projects

Project Title: Absorbing and adapting to new technologies: Social CRM implementation in SMEs

Social customer relationship management (social CRM/S-CRM) is a growing area of research interest. There has been some research into social CRM in larger organisations, but little attention has been devoted to small and medium-sized enterprises (SMEs). SMEs dominate global economies. This research investigates the adoption and implementation of social CRM and how it can transform marketing capabilities in SMEs. An explanatory sequential a mixed-methods approach is employed, including an online survey of Australian SMEs and a netnography of their social media profiles. The research makes several contributions to theory and practice. It applies absorptive capacity, institutional, and adaptive capability theories to social CRM in the SMEs context. A conceptual model is proposed which will guide SME owners through successful adoption and implementation of social CRM, leading to enhanced customer relationship performance.


Project undertaken in fulfillment of Higher Degree by Research Preliminary (Business)

A research project on 'Social CRM in startup firms' from The University of Western Australia, WA in 2015) 

Project Report on: Social CRM in start-up firms

Project Duration: 1 Year

Project objective: A number of research objectives have been outlined in order to inform and guide the study. These are:

  1. What range of factors underpins SMEs’ social CRM activities?
  2. What types of customer engagement behaviours does social CRM enable for SMEs?
  3. Should social CRM be characterised as a dynamic capability in SMEs?

Abstract:This study inquires into the domain of social CRM and its implications in the context of SMEs (Small and Medium-sized Enterprises), with particular focus on start-up firms. It sets the context in Perth, Western Australia and examines the SMEs based in Perth and their social CRM strategies, though an in-depth interview based qualitative investigation.

The study builds on three previous works from literature, and three pertinent research objectives are constructed based on them. From the work by Harrigan and Miles (2014), the seven factors underpinning social CRM in SMEs are investigated, compared, and confirmed through the findings from this study. The four Customer Engagement Behaviour (CEB) types as identified by Jaakkola and Alexander (2015) are also explored to assess whether social CRM can enable those CEBs for SMEs. Dynamic capability and its association with IT support to CRM, as investigated by Wang et al. (2013), is examined to assess whether social CRM can be characterized as a dynamic capability in SMEs. And finally, a conceptual framework to guide social media research, as proposed by Aral et al. (2013), is adapted and used to guide the study. Using this framework, the findings from the study are amalgamated and holistically analyzed to assess the levels of social CRM integration in SMEs.



  • This study closely examined the social CRM strategies and implications in the context of SMEs, specifically for start-up firms in Western Australia, Australia, through an in-depth interview- based qualitative investigation.
  • Eight SME owner-managers located in Western Australia, Australia were interviewed for the purpose of this research. The data collection process took place over a course of five weeks.
  • This research touches upon a broad range of literatures encompassing marketing, SMEs, customer engagement, and technology innovation in the context of marketing.
  • This study provides insights into how SMEs can leverage the social media technologies to manage customer relationships.
  • The study outlines various features and design aspects of social media, strategic perspectives of using social media, management and organization aspects of resources, funds etc. to maximize benefits out of social media, and the perceived value generated by social media.
  • Each of the three research objectives is examined with respect to the guiding literature and the findings from this study - to compare and contrast the outcomes.
  • The findings from this study are also analysed through the conceptual framework to examine and understand at what levels social CRM is integrated in SMEs.

Previous positions

Galaxy InfoTech Pty Ltd, Australia 

Web Marketing Specialist           

Oct’12 - Jun’17

Galaxy InfoTech is a Perth-based services company established in 2011. It mainly caters to the small and medium size clients and provides software solutions and services around web and mobile application, ecommerce, recruitment and managed services, locally in WA.


Overall responsibility was to strategize and create significant digital presence for the start-up company to establish the brand in the market in its early days. Specific responsibilities included

  • Designing and conducting market surveys (through email, online survey providers, and telephonic cold calls) to understand the most prevalent services needs in the SME market in Perth 
  • Analysing demographic data and other publicly available statistics (such as in ABS website) to understand market segmentation, and buying propensities of business owners of varied profile
  • Establishing target market segment to focus our marketing campaigns to, and identifying key marketing and promotional avenues that would produce maximum return on investment
  • Creating and managing digital promotional campaigns across a range of marketing channels, such as social media, blogging, dynamic website, paid digital advertisement through google adwords etc.
  • Tracking the success of various marketing campaigns to discover what works best, and focus more on those areas

NIHAR ASSOCIATES, Perth, Australia

Graduate Engineer                         

Oct’11 - Apr’12


Client:     Woodside Energy Ltd

Project Description:  Graduate Engineer - Annual and Quarterly Benchmarking


  • Instrumental role in carrying out Annual and quarterly benchmarking analysis at Woodside Energy
  • Extraction, Processing, and Analysis of SAP PM (Plant Maintenance) data
  • Analysis of WEL’s performance against LNG historic average and best in class



Client:     BHP Billiton, Western Australian Iron Ore

Project Description:  Quantum Project: Port Extension RAM Development and Analysis 


  • Review existing Models and develop high level model.
  • Develop FMEA and failure rates.
  • Review failure history and information gathered.
  • Build and stimulate RBD model.
  • Verify against already base (23%) case and analyse differences.
  • Refine and fix issues re-design, equipment selection and scenarios.
  • Research and develop high level maintenance and predictive technologies.


Phoenix Overseas Pvt. Ltd, India            

Export Coordinator                              

Nov’09 - May’10


  • Operational role in carrying out Marketing processes
  • Interacted with the International clients and provided assistance to the marketing head.
  • Effectively managed online promotions of the company.
  • Maintained MIS reports and prepared all the documents necessary for the procurement of our products.
  • Coordinated with other departments for the time compliant delivery of order.


Sikri Packaging Corporation, India        

Executive (International Marketing)

Jan’09 – Nov’09


  • Responsible to carry out international marketing processes and to manage relationship with international clients
  • Played instrumental role in executing various e-Marketing initiatives of the company.
  • Built process expertise in core manufacturing and distribution processes
  • Maintained MIS reports and prepared all the documents necessary for the procurement of our products.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 8 - Decent Work and Economic Growth
  • SDG 9 - Industry, Innovation, and Infrastructure

Education/Academic qualification

Marketing, HDR, Social CRM in start-up firms, The University of Western Australia

1 Feb 201515 Nov 2015

Dual specialization in Marketing & System, Master of Business Administration , West Bengal University of Technology

1 Jun 20061 Jun 2008

Electronics & Telecommunication, Bachelor of Technology, Dehradun Institute of Technology

1 Jun 20011 Jun 2005

Industry keywords

  • Education

Research expertise keywords

  • Digital marketing
  • Small and medium enterprise research
  • Social CRM
  • Social media marketing


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