Professor Larry Lockshin is the Emeritus Professor of Wine Marketing at the Ehrenberg-Bass Institute for Marketing Science, University of South Australia: Business. Professor Lockshin leads research into marketing related to consumer choice, packaging and retailing, and is an acknowledged specialist in all aspects of the Australian and global wine business.
Professor Lockshin holds a Bachelor of Arts (BA) from Ohio State University, a Master of Science (M.Sc) in Viticulture and Agricultural Economics from Cornell University, and a PhD in Marketing from Ohio State. He has been a Fulbright Scholar to Freiberg University in Germany, and held a range of academic positions around the globe.
Professor Lockshin has a prodigious research record,... Read more
About me
Professor Larry Lockshin is the Emeritus Professor of Wine Marketing at the Ehrenberg-Bass Institute for Marketing Science, University of South Australia: Business. Professor Lockshin leads research into marketing related to consumer choice, packaging and retailing, and is an acknowledged specialist in all aspects of the Australian and global wine business.
Professor Lockshin holds a Bachelor of Arts (BA) from Ohio State University, a Master of Science (M.Sc) in Viticulture and Agricultural Economics from Cornell University, and a PhD in Marketing from Ohio State. He has been a Fulbright Scholar to Freiberg University in Germany, and held a range of academic positions around the globe.
Professor Lockshin has a prodigious research record, publishing over 250 trade articles and over 100 academic articles and book chapters, and presented his research at conferences across Australasia, Europe and the United States. He sits on the Editorial Boards of Food Quality and Preference, Journal of Wine Research, The International Journal for Wine Business, and The International Journal of Wine Economics and Policy. He is a regular columnist for Australian Wine Business magazine and the Wine and Viticulture Journal.
Professor Lockshin is the President and founding committee member of the Academy of Wine Business Research (AWBR), and is a member of the European Marketing Educator's Association and the Australia and New Zealand Marketing Educator's Association. He lectures at both undergraduate and postgraduate levels, and is an active research degree supervisor for students in wine marketing, retailing, and packaging.
About me
Australia and New Zealand Marketing Academy
European Marketing Academy
Academy for Wine Business Research, President
About me
Doctor of Philosophy Ohio State University
Master of Science Cornell University
Bachelor of Arts Ohio State University
Head of School: Marketing, University of South Australia Business School 2011-present
Professor of Wine Marketing, School of Marketing, University of South Australia 2003-present
Associate Professor of Wine Marketing, School of Marketing, University of South Australia 1999-2003
Senior Lecturer, Wine and Food Marketing, The University of Adelaide 1995-1999
Assistant Professor, Department of Marketing, University of Manitoba 1991-1995
Executive Director, Ohio Grape Industries Program, United States of America 1985-1990
Lecturer, Department of Horticulture, University of Missouri-Columbia 1981-1985
Wine Marketing - consumer behaviour and wine choice domestically and cross culturally. Major projects understanding Chinese wine consumers in China and as tourists, who return to shop in China
Research
Excludes commercial-in-confidence projects.
Creating opportunity for Australian 'fine' wine in China, Australian Grape and Wine Authority - R&D Call, 26/09/2016 - 31/03/2019
Driving the strategic growth of Australian wines in the US export market, Australian Grape and Wine Authority - R&D Call, 30/06/2016 - 31/12/2018
The China Wine Barometer (CWB): A look into the future, GWRDC - Research and Development Call for Applications, 01/01/2013 - 17/07/2016
Lower carbon alternatives to glass wine bottle packaging
Using Marketing Techniques to Improve the Consumption of Food in Aged Care
Research
Research outputs for the last seven years are shown below. Some long-standing staff members may have older outputs included. To see earlier years visit ORCID, ResearcherID or Scopus
Open access indicates that an output is open access.
Year | Output |
---|---|
2016 |
Open access
|
2015 |
|
Year | Output |
---|---|
2022 |
Open access
|
2020 |
|
2019 |
2
|
2017 |
3
|
2016 |
|
2015 |
10
|
2013 |
2
|
2012 |
|
2012 |
|
2010 |
1
|
2008 |
|
Year | Output |
---|---|
2024 |
Open access
1
|
2024 |
Open access
5
6
|
2024 |
Open access
|
2024 |
Open access
|
2024 |
Open access
|
2023 |
Open access
1
|
2023 |
|
2023 |
2
120
|
2022 |
Open access
2
3
|
2022 |
2
2
1
|
2022 |
Open access
3
3
|
2022 |
|
2022 |
|
2021 |
|
2021 |
8
7
|
2021 |
Open access
7
6
|
2021 |
|
2021 |
Open access
9
8
|
2020 |
|
2020 |
|
2020 |
|
2020 |
|
2020 |
4
4
1
|
2020 |
Open access
2
2
52
|
2020 |
7
6
|
2020 |
Open access
12
9
|
2020 |
Open access
10
7
|
2020 |
10
9
|
2019 |
Open access
8
8
|
2019 |
|
2019 |
|
2019 |
|
2019 |
20
19
|
2019 |
29
25
|
2019 |
Open access
9
8
|
2019 |
21
20
1
|
2018 |
Open access
16
15
|
2018 |
Open access
11
10
|
2018 |
|
2018 |
|
2018 |
Open access
17
17
58
|
2018 |
11
6
|
2017 |
|
2017 |
|
2017 |
|
2017 |
|
2017 |
Open access
10
9
|
2017 |
30
24
|
2017 |
|
2017 |
Open access
15
15
|
2017 |
Open access
13
8
|
2017 |
Open access
51
39
|
2017 |
Open access
11
|
2017 |
Open access
24
23
1
|
2017 |
4
|
2016 |
Open access
33
1
1
|
2016 |
|
2016 |
|
2016 |
|
2016 |
64
60
|
2016 |
Open access
35
18
|
2016 |
Open access
58
45
|
2015 |
|
2015 |
|
2015 |
22
11
|
2015 |
19
16
|
2015 |
|
2015 |
Open access
71
65
|
2014 |
|
2014 |
|
2014 |
|
2014 |
|
2014 |
|
2014 |
|
2013 |
18
14
|
2013 |
21
21
|
2013 |
79
70
|
2012 |
16
|
2012 |
45
39
|
2012 |
87
81
|
2012 |
Open access
282
|
2011 |
42
|
2011 |
60
50
|
2011 |
48
39
|
2011 |
13
|
2011 |
|
2011 |
26
16
|
2011 |
19
17
|
2010 |
Blanford, JZ, Saltman, Y, Mueller Loose, SC & Lockshin, LS 2010, 'Message on a bottle: The relative influence of wine back label information on wine choice', Food Quality and Preference. |
2010 |
|
2010 |
|
2010 |
114
101
|
2010 |
134
125
|
2010 |
|
2009 |
21
14
|
2009 |
|
2009 |
32
24
|
2009 |
|
2009 |
37
22
|
2009 |
14
12
|
2008 |
15
|
2008 |
|
2008 |
Lockshin, LS 2008, 'Australia needs a wine marketing conference', (Feb.) pp. 48-49. |
2008 |
Lockshin, LS 2008, 'Australia on the defensive', (July) pp. 26-27. |
2008 |
Lockshin, LS 2008, 'How consumers choose wines', (Oct.) pp. 32-33. |
2008 |
Lockshin, LS 2008, 'Imagine', (Sept.) pp. 30-31. |
2008 |
Lockshin, LS 2008, 'Marketing in a recession', (Novol.) pp. 26-27. |
2008 |
|
2008 |
Lockshin, LS 2008, 'The Spanish Revolution', (Aug.) pp. 30-31. |
2008 |
Lockshin, LS 2008, 'The great divide: markering versus sales', (Mar. 2008) pp. 52-53. |
2008 |
|
2008 |
Lockshin, LS 2008, 'The top 10 marketing mistakes', (Apr.) pp. 56-57. |
2008 |
Lockshin, LS 2008, 'Time for a change?', (Dec.) pp. 26-27. |
Year | Output |
---|---|
2019 |
|
2019 |
Open access
|
2017 |
Open access
|
2016 |
Open access
|
2015 |
Open access
|
2012 |
Open access
|
2012 |
|
2012 |
|
2011 |
Open access
|
2011 |
Open access
|
2011 |
Open access
|
2011 |
Open access
|
2011 |
Open access
|
2011 |
Open access
|
2010 |
Open access
|
2010 |
Open access
|
2010 |
Open access
|
2010 |
Open access
|
2010 |
Open access
|
2010 |
Open access
|
2010 |
Open access
|
2010 |
Open access
|
2010 |
Open access
|
2009 |
Open access
|
2009 |
Open access
|
2008 |
Open access
|
2008 |
Open access
|
2008 |
Open access
|
2008 |
Open access
|
2008 |
Open access
|
2008 |
Open access
|
2008 |
Open access
|
2008 |
Open access
|
2008 |
Open access
|
2008 |
Open access
|
Year | Output |
---|---|
2015 |
Open access
|
Year | Output |
---|---|
2020 |
|
2020 |
|
2020 |
|
2020 |
|
2020 |
|
2020 |
|
2018 |
Open access
|
2016 |
Open access
|
2015 |
Open access
|
2015 |
Open access
|
2015 |
Open access
|
2014 |
Open access
|
2008 |
|
Research
Wine Marketing - consumer behaviour and wine choice domestically and cross culturally. Major projects understanding Chinese wine consumers in China and as tourists, who return to shop in China
Packaging and labelling for consumer products using psycho-physiological and experimental measurement
Wine Business Management- success factors and management techniques for branding and tourism in the wine industry
Wine Business Management- success factors and management techniques for branding and tourism in the wine industry
Highly active in the Australian wine sector as a consultant, author of regular articles in various trade magazines (Australian Wine Business Monthly; Wine and Viticulture Journal; Grape Grower and Wine Maker).
Recipient of over $2 million in grants funded from the Australian wine industry in the last 10 years.
Selected as one of the most influential people in the South Australian wine industry.
Author of the book, This Little Pinot Went to Market: A guide to wine marketing (http://www.newstylemedia.com.au/littlepinot)
External engagement & recognition
Organisation | Country |
---|---|
Aarhus University | DENMARK |
BEM-Bordeaux Management School | FRANCE |
Ben Gurion University of the Negev | ISRAEL |
Calvary Retirement Communities | AUSTRALIA |
Charles Sturt University | AUSTRALIA |
China Agricultural University | CHINA |
Deakin University | AUSTRALIA |
Ecole Supérieure d’Agriculture | FRANCE |
Edvantage Institute Australia | AUSTRALIA |
Federal University of Rio Grande do Sul (Brazil) | BRAZIL |
Flinders University | AUSTRALIA |
Foodland Supermarkets | AUSTRALIA |
Government of South Australia | AUSTRALIA |
Greenhill Research and Planning | AUSTRALIA |
Griffith Business School | AUSTRALIA |
Hochschule Geisenheim University | GERMANY |
Horticulture Research | UNITED STATES |
Manchester Business School | UNITED KINGDOM |
Monash University | AUSTRALIA |
Montpellier SupAgro | FRANCE |
NEOMA Business School | FRANCE |
RMIT University | AUSTRALIA |
School of Marketing, Ehrenberg-Bass Institute for Marketing Science | AUSTRALIA |
Sonoma State University | UNITED STATES |
Swansea University | UNITED KINGDOM |
The Australian Wine Research Institute | AUSTRALIA |
UMR Moisa | FRANCE |
University of Aberdeen | UNITED KINGDOM |
University of Adelaide | AUSTRALIA |
University of Auckland | NEW ZEALAND |
University of Cologne | GERMANY |
University of Florence | ITALY |
University of Kiel | GERMANY |
University of Melbourne | AUSTRALIA |
University of Namur | BELGIUM |
University of South Australia | AUSTRALIA |
University of Southern Queensland | AUSTRALIA |
University of Technology Sydney | AUSTRALIA |
University of the Basque Country | SPAIN |
Victoria University | AUSTRALIA |
Wine Intelligence | UNITED KINGDOM |
External engagement & recognition
Engagement/recognition | Year |
---|---|
ColumnistAustralian Wine Business |
2018 |
Editorial Board MemberInternational Journal for Wine Business Research |
2018 |
Editorial Board MemberFood Quality and Preference |
2018 |
Editorial Board MemberInternational Journal of Wine Economics and Policy |
2018 |
Editorial Board MemberJournal of Wine Research |
2018 |
MemberAustralia and New Zealand Marketing Educators Association |
2018 |
President, and founding committee memberAcademy of Wine Business Research |
2018 |
Best Paper AwardAcademy for Wine Business Research Conference, Germany |
2017 |
ColumnistAustralian Wine Business |
2017 |
ColumnistAcademy of Wine Business Research |
2017 |
Editorial Board MemberJournal of Wine Research |
2017 |
Editorial Board MemberFood Quality and Preference |
2017 |
Editorial Board MemberInternational Journal of Wine Economics and Policy |
2017 |
Editorial Board MemberInternational Journal for Wine Business Research |
2017 |
MemberAustralia and New Zealand Marketing Educators Association |
2017 |
President, and founding committee memberAcademy of Wine Business Research |
2017 |
ColumnistAustralian Wine Business |
2016 |
Editorial Board MemberInternational Journal of Wine Economics and Policy |
2016 |
Editorial Board MemberJournal of Wine Research |
2016 |
Editorial Board MemberFood Quality and Preference |
2016 |
Editorial Board MemberInternational Journal for Wine Business Research |
2016 |
MemberEuropean Marketing Educators Association |
2016 |
MemberAustralia and New Zealand Marketing Educators Association |
2016 |
MemberAmerican Academy of Wine Economics |
2016 |
President, and founding committee memberAcademy of Wine Business Research |
2016 |
ColumnistAustralian Wine Business |
2015 |
Editorial Board MemberJournal of Wine Research |
2015 |
Editorial Board MemberFood Quality and Preference |
2015 |
Editorial Board MemberInternational Journal of Wine Economics and Policy |
2015 |
Editorial Board MemberInternational Journal for Wine Business Research |
2015 |
MemberAustralia and New Zealand Marketing Educators Association |
2015 |
MemberAmerican Academy of Wine Economics |
2015 |
President, and founding committee memberAcademy of Wine Business Research |
2015 |
Best Paper AwardAcademy for Wine Business Research Conference, Germany |
2014 |
ColumnistAustralian Wine Business |
2014 |
Editorial Board MemberInternational Journal of Wine Economics and Policy |
2014 |
Editorial Board MemberInternational Journal for Wine Business Research |
2014 |
Editorial Board MemberFood Quality and Preference |
2014 |
Editorial Board MemberJournal of Wine Research |
2014 |
MemberEuropean Marketing Educators Association |
2014 |
MemberAmerican Academy of Wine Economics |
2014 |
President, and founding committee memberAcademy of Wine Business Research |
2014 |
President, Academy for Wine Business Research
2012 Martin Opperman Article of the Year Award for the Journal of Travel and Tourism Research, most influential article of the year.
2007 Research Excellence Award, University of South Australia, Top researcher in the Business School
Research student supervision: wine marketing, wine branding, shopping, packaging
Executive education for the wine sector
Teaching & student supervision
Teaching & student supervision
Supervisions from 2010 shown
Thesis title | Student status |
---|---|
`Pick me, pick me!' Standing out in e-commerce. Uncovering insights regarding successful methods for brand prominence online | Completed |
A bottle by any other name¿ What effect do product and messaging attributes have on the choice of low-carbon wine packaging? | Completed |
A review of offline and online brand presence measures | Completed |
An empirical analysis of stock-keeping units deviating from the Reibstein-Farris distribution and market share model: the role of product- and distribution-related characteristics | Completed |
An examination into the long-term characteristics of market share non-stationarity | Completed |
An integrated approach for implementing relationship marketing in the wine industry | Completed |
An investigation of deviations in brand image data | Completed |
An investigation of the validity of virtual reality for shopper research | Completed |
Are luxury/premium products different? do they share attributes and purchase patterns with non-luxury/non-premium products? | Completed |
Benchmarking branding practices in the Australian wine industry | Completed |
Brand salience and destination marketing | Completed |
Descriptive patterns in wine buying: insights obtained from the evaluation of attributes | Completed |
Do younger category buyers buy brands and consume media differently from other category buyers? | Completed |
Documenting patterns in advertising post-testing measurement | Completed |
Drivers and inhibitors of consumer adoption to a new product category in emerging market: the case of wine in China | Completed |
First time brand trial in consumer goods markets | Completed |
From paddock to plate: an investigation of the local food supply chain in Australia | Completed |
How destination image and country visitation affects consumer perceptions and preference for a country's products | Completed |
Increasing food intake of the elderly with extrinsic food-cues | Completed |
Investigating price elasticity for high-priced brands | Completed |
Let¿s get physical! Expanding marketing science to physical activity behaviour | Completed |
Modelling changes in buyer purchasing behaviour | Completed |
Role of advertising in brand extension evaluations: a construal level perspective | Completed |
Sales effectiveness of supermarket endcaps: does location matter? | Completed |
Shopping...with children: investigating in-store shopping behaviour of adults accompanied by children | Completed |
The effect of communication and sensory properties on Chinese consumers¿ initial and repeated red wine choices | Completed |
The impact of packaging elements on consumers' unconscious emotions | Completed |
The power of the endcap: use of endcaps by: retailers/manufacturers & shoppers | Completed |
The prototypicality of consumer packaged goods: an atomistic versus holistic assessment of packaging design | Completed |
The value of a brand: a wine retailers perspective | Completed |
Understanding channel usage behaviours: documenting patterns of customer channel usage in personal banking services | Completed |
When is it necessary to localise the packaging of foreign brands in Non-Western markets? | Completed |