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Mr Martin Hirche

  • Tutor School of Marketing
  • City West Campus (Y4-35)
  • tel +61 8 830 29958
  • fax +61 8 830 20442
  • email Martin.Hirche@unisa.edu.au
  • About me
  • Research
  • External engagement & recognition
  • Teaching & student supervision
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About me

About me

Mr Martin Hirche
  • Marketing
  • Wine Marketing
  • Wine Business
  • Retailing
  • Consumer Behaviour

Martin Hirche's professional and academic background is international wine business and wine marketing. His past and current research work focuses on marketing and consumer behaviour as well as environmental/agricultural economics.

Martin Hirche graduated in Wine Economics and Wine Business from Geisenheim and Adelaide University. He worked for wineries and wine trading businesses globally, gaining first-hand experience from wine-making to product development and managing international key accounts with major European retailers.

Martin recently joined the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia Business School where he currently teaches 'Marketing Principles: Trading and Exchange' and 'Market... Read more

School of Marketing

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About me

Martin Hirche's professional and academic background is international wine business and wine marketing. His past and current research work focuses on marketing and consumer behaviour as well as environmental/agricultural economics.

Martin Hirche graduated in Wine Economics and Wine Business from Geisenheim and Adelaide University. He worked for wineries and wine trading businesses globally, gaining first-hand experience from wine-making to product development and managing international key accounts with major European retailers.

Martin recently joined the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia Business School where he currently teaches 'Marketing Principles: Trading and Exchange' and 'Market Analysis'. Martin offers market research expertise and experience in industry-funded R&D. He was recently part of a research team investigating cellar-door visitation effects on consumption changes and post-visit purchasing patterns in the Australian wine market. The project was funded by Wine Australia.

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Professional Associations

European Marketing Academy (EMAC)

American Marketing Association (AMA)

Australian Agricultural and Resource Economics Society (AARES)

European Association of Agricultural Economists (EAAE)

World Economics Association (WEA)

Golden Key International Honour Society

German Oenologists Association (BDO)

Geisenheim Alumni Association e.V.

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Experience

Qualifications

  • Master of Wine Business The University of Adelaide

  • Bachelor of Science International Wine Business University of Applied Science Wiesbaden/Geisenheim

  • Quality Management Auditor German Association for Quality (DGQ)

  • Occupational and Workplace Instructor (Ordinance on Trainer Aptitude, Federal Ministry of Education and Research, Germany Hochschule Geisenheim University

Work history

Since 2013 - Research Associate / Tutor (since 2014) for "Marketing Principles" and "Market Analysis"

Ehrenberg-Bass Institute for Marketing Science, UniSA Business School, University of South Australia

 

2011 – 2013 - Research Assistant

Centre for Regulation and Market Analysis, UniSA Business School, University of South Australia

 

2010 – 2011 - Tasting Manager

Meininger Verlag GmbH & MUNDUSvini GmbH (Germany)

 

2008 – 2010 - International Key Account Manager (Export, Product Development, Quality Control)

 

2005 – 2008 - Trainee and internship positions (Viticulture, Winemaking, Wine Education, Cellar Door)

Georg Breuer Winery (Germany)

Grosset Wines / Mount Horrocks Wines (Clare Valley, South Australia)

Schloss Proschwitz Winery (Saxony, Germany)

 

2001 – 2005 - Apprentice & Professional Hospitality Work (Service / Sommelier)

Strasbourg (France) & Baiersbronn, Dresden (Germany)

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  • About me
  • Professional associations
  • Experience
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Research

Research themes

  • Transforming industries

Highlights

Retailing of consumer-packaged-goods (CPG)

Wine business and wine marketing

Agricultural/environmental economics

Business decision-making

Consumer behaviour

Geographic/spatial market(ing) relationships

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Research

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Projects

Excludes commercial-in-confidence projects.

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Research

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Outputs

Research since 2008 is shown below. To see earlier years visit ORCID, ResearcherID or Scopus

Open access indicates that an output is open access.

Books

Year Output
2016

Bruwer, J, Lockshin, L, Corsi, A, Cohen, J & Hirche, M 2016, 9th Academy of Wine Business Research Conference Proceedings: wine business research that matters, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Adelaide, Australia.

Open access

Journal Articles

Year Output
2017

Bruwer, J, Pratt, MA, Saliba, A & Hirche, M 2017, 'Regional destination image perception of tourists within a winescape context', Current issues in tourism, vol. 20, no. 2, pp. 157-177.

9 3
2014

Hirche, M & Bruwer, JDW 2014, 'Buying a product for an anticipated consumption situation - observation of high and low involved wine buyers in a retail store', International journal of wine business research, vol. 26, no. 4, pp. 1-28.

12 1

Conferences

Year Output
2016

Hirche, M, Lockshin, L, Greenacre, L & Nenycz-Thiel, M 2016, 'How do retail distribution and market share measures relate in the wine category? A conceptual outline and speculation based on current knowledge', in J Bruwer et al. (eds), 9th Academy of Wine Business Research Conference, Academy of Wine Business Research, pp. 292-300.

Open access

Reports

Year Output
2015

Bruwer, J, Lockshin, L, Saliba, A & Hirche, M 2015, The cellar door as a catalyst for wine consumption and multiplier of sales in the Australian wine market: final report, Australian Grape and Wine Authority (AGWA), Australia.

Open access
2015

Bruwer, J, Saliba, A & Hirche, M 2015, The cellar door as a catalyst for wine consumption and multiplier of sales in the Australian wine market-Interim Report 2, Australian Grape and Wine Authority (AGWA), Australia.

Open access
2014

Bruwer, J, Sabila, A & Hirche, M 2014, Australian wine industry cellar door research study 2013, Australian Grape and Wine Authority (AGWA), Australia.

Open access

Other outputs

Hirche, M 2007, ‘Analyse des Weinangebotes der 3-Sterne-Gastronomie in Deutschland unter besonderer Berücksichtigung der Rolle des Sommeliers’ [Analysis of wines offered in three-starred restaurants in Germany with special reference to the role of the sommelier], BSc thesis, Hochschule RheinMain University of Applied Sciences, Geisenheim. [In German]

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Research

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Current research & highlights

Retailing of consumer-packaged-goods (CPG)

Wine business and wine marketing

Agricultural/environmental economics

Business decision-making

Consumer behaviour

Geographic/spatial market(ing) relationships

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  • Outputs
  • Current research & highlights
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External engagement & recognition

Collaborations

Highlights

2015 University President's Scholarship, University of South Australia, School of Marketing

2015 PhD Top-up Scholarship, Australian Government - Wine Australia

2013 Golden Key International Honour Society Member, Golden Key Interational Honour Society - The University of Adelaide Chapter

2010 DAAD Postgraduate Scholarship, DAAD German Academic Exchange Service

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External engagement & recognition

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Collaborations

Organisation Country
Charles Sturt University AUSTRALIA
Griffith University AUSTRALIA
University of Adelaide AUSTRALIA
University of South Australia AUSTRALIA
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External engagement & recognition

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External engagement & recognition

Engagement/recognition Year

Reviewer

International Journal of Wine Business Research

2016

Reviewer for Academy of Wine Business Research Conference

Academy of Wine Business Research

2016

Conference Reviewer

European Marketing Academy

2015

Reviewer

International Journal of Wine Business Research

2015

South Australian Regional Awards

Brand South Australia

2015

Reviewer

International Journal of Wine Business Research

2014

Reviewer

International Journal of Wine Business Research

2013

Other

European Marketing Academy (EMAC)

American Marketing Association (AMA)

Australian Agricultural and Resource Economics Society (AARES)

European Association of Agricultural Economists (EAAE)

World Economics Association (WEA)

Golden Key International Honour Society

German Oenologists Association (BDO)

Geisenheim Alumni Association e.V.

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  • Collaborations
  • External engagement & recognition
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Teaching & student supervision

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Teaching & student supervision

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Courses and programs

Courses I teach and/or co-ordinate

  • MARK 2010 Marketing Analytics (2018)
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About me

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Gallery

Mr Martin Hirche
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