Associate Professor Jay Weerawardena

Associate Professor

School of Business
Faculty of Business, Economics and Law


Jay Weerawardena is a leading researcher in strategic marketing with specialization in the role of dynamic capabilities in innovation-based competitive strategy. Whilst remaining in this primary research area, Jay expanded into related areas of international marketing strategy and non-profit competitive strategy. Jay has extensively published impactful papers in reputed journals, won ARC Discovery grants, edited special issues, represented his core research expertise in editorial boards of reputed journals, delivered keynote and plenary presentations, led special topic sessions and took leadership roles in reputed international conferences. These contributions have established Jay a thought leader in ‘dynamic capabilities, innovation and firm competitive strategy’ field.

Overall, Jay has 33 publications in peer reviewed journals of which fifteen (15) are Australian Business Dean’s Council (ABDC) ranked Tier A* and ten (10) are ABDC Tier A. Jay’s work with Gillian Sullivan Mort, [Professor of Marketing at La Trobe University], in social entrepreneurship, innovation and social value creation is internationally recognized and has made a notable contribution to advance this field of research. Jay has co-edited several special issues of internally reputed journals which include the Journal of Business Research (ABDC A) (2020) on ‘business model innovation in social purpose organizations’, Industrial Marketing Management Journal (A*) on ‘capabilities, innovation and competitive advantage’ (2011), Journal of World Business (A*) (2007) on ‘accelerated internationalization of born global firms’ and the International Journal of Non-profit and Voluntary Sector Marketing on non-profit competitive strategy (2008). Jay has undertaken leadership roles in regional and international conferences. For several consecutive years he chaired the ‘entrepreneurship, innovation and new product development’ track at the Australia New Zealand Marketing Academy (ANZMAC) conference.

During 2014 to 2018 as Discipline Leader of Marketing at the UQ Business School (UQBS) Jay made a notable contribution to the UQBS. In this capacity he successfully led a team of colleagues to win to host the globally reputed marketing conference, World Marketing Congress 2021 at the UQBS.

His work is highly cited in his field of research which is demonstrated in 10,647 citations and h-index of 32 as at 11-06-2021..

His current research interests are; social entrepreneurship and social innovation-led dual value creation; building resilient non-profit brands, business model innovation in social purpose organizations, big data and marketing analytics driven innovation and competitive advantage and tele-health adoption.

Research Impacts

My research has had an exceptional scholarly impact which is demonstrated by (a) outstanding citations of my work – currently 10,647 citations and h-index of 32 as at 11-06-2021 and exceptionally high Hg Index of 53 (b) winning prestigious awards (best per, best reviewer and Google Scholar’s ‘Classic Paper’ Award); (c) longevity of my citations indicated by 90% of my research are cited (Scopus, March 2020) (d) My work has widespread application across disciplines incl Engineering, Decision Sciences, Computer Science (Scopus, March 2019) (Form A- p.45); (e) my work receiving international attention - USA and UK leading followed by Australia (Scopus, March 2019), and (f) my theoretical frameworks/measures are used by other scholars in my field.

My research has also made a notable impact to industry, indicated by: (a) the Australian Business Foundation, Sydney (ABF), inviting our ARC (2004) team to inviting us for a study to examine post-internationalization growth secrets of born globals for the benefit of their member firms; (b) In 2007 I was invited by the leading non-profit Surf Life Saving Australia to undertake branding strategy for them (c) In 1995, my study on SME strategic planning practices in Queensland for the State Government for policy development purposes. Currently I am a Certified Marketing Practitioner (CPM) of the Australian Marketing Institute (AMI) – shows that I am a professional marketer recognised by my peers for my extensive experience and formal qualifications. CPM is the peak professional benchmark for marketers (AMI website).


  • Graduate Diploma in Project Management, S.Lanka
  • Doctor of Philosophy, The University of Queensland
  • Master of Business Administration, S.Lanka
  • Bachelor of Economics, S.Lanka


View all Publications


  • Master Philosophy

  • Doctor Philosophy

  • Doctor Philosophy

View all Supervision



  • Cateora, Philip, Graham, John, Mort, Gillian Sullivan, D'Souza, Care, Taghian, Mehdi and Weerawardena, Jay (2008). International marketing. Macquarie Park, N.S.W.: McGraw-Hill.

Book Chapter

  • Weerawardena, Jay (2018). Non-profit marketing strategy. Transformational leadership and not for profits and social enterprises. (pp. 142-171) edited by Ken Wiltshire, Aastha Malhotra and Micheal Axelsen. Abingdon, Oxfordshire, United Kingdom: Taylor and Francis. doi: 10.4324/9781315468570-12

  • Ranasinghe, Sudatta and Weerawardena, Jay (2009). Sri Lanka. Handbook of Research on Asian Entrepreneurship. (pp. 297-306) edited by Léo-Paul Dana, Mary Han, Vanessa Ratten and Isabell M. Welpe. Cheltenham, Glos, UK: Edward Elgar Publishing. doi: 10.4337/9781781952658.00039

  • Mort, G. and Weerawardena, J. (2008). Social entrepreneurship: Advancing research and maintaining relevance. The Routledge Companion to Nonprofit Marketing. (pp. 209-224) edited by Sargeant, A. and Wymer, W.. Abingdon, Oxon: Routledge. doi: 10.4324/9780203936023.ch12

  • Mort, Gillian and Weerawardena, Jay (2007). Social entrepreneurship: Advancing research and maintaining relevance. The Routledge Companion to Nonprofit Marketing. (pp. 220-236) Taylor and Francis. doi: 10.4324/9780203936023-20

Journal Article

Conference Publication

Edited Outputs

Other Outputs

PhD and MPhil Supervision

Current Supervision

  • Master Philosophy — Principal Advisor

    Other advisors:

  • Doctor Philosophy — Principal Advisor

  • Doctor Philosophy — Principal Advisor

    Other advisors:

  • Doctor Philosophy — Principal Advisor

  • Doctor Philosophy — Principal Advisor

Completed Supervision