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
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.
About me
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.
About me
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
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)
Retailing of consumer-packaged-goods (CPG)
Wine business and wine marketing
Agricultural/environmental economics
Business decision-making
Consumer behaviour
Geographic/spatial market(ing) relationships
Research
Research since 2008 is shown below. To see earlier years visit ORCID, ResearcherID or Scopus
Open access indicates that an output is open access.
| Year | Output |
|---|---|
| 2016 |
Open access
|
| Year | Output |
|---|---|
| 2017 |
4
1
|
| 2014 |
9
1
|
| Year | Output |
|---|---|
| 2015 |
Open access
|
| 2015 |
Open access
|
| 2014 |
Open access
|
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]
Research
Retailing of consumer-packaged-goods (CPG)
Wine business and wine marketing
Agricultural/environmental economics
Business decision-making
Consumer behaviour
Geographic/spatial market(ing) relationships
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
External engagement & recognition
| Organisation | Country |
|---|---|
| Charles Sturt University | AUSTRALIA |
| University of Adelaide | AUSTRALIA |
| University of California | UNITED STATES |
| University of South Australia | AUSTRALIA |
External engagement & recognition
| Engagement/recognition | Year |
|---|---|
ReviewerInternational Journal of Wine Business Research |
2016 |
Reviewer for Academy of Wine Business Research ConferenceAcademy of Wine Business Research |
2016 |
Conference ReviewerEuropean Marketing Academy |
2015 |
PhD Top-up ScholarshipAustralian Government - Wine Australia |
2015 |
ReviewerInternational Journal of Wine Business Research |
2015 |
South Australian Regional AwardsBrand South Australia |
2015 |
ReviewerInternational Journal of Wine Business Research |
2014 |
ReviewerInternational Journal of Wine Business Research |
2013 |
DAAD Postgraduate ScholarshipDAAD German Academic Exchange Service |
2011 |
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.
Teaching & student supervision
