Professor Larry Lockshin
Professor of Wine Marketing
Larry
Lockshin is Professor of Wine Marketing at the University of South
Australia. Prof Lockshin has spent more than 20 years working with the
wine industry, first as a viticulturist and now as a marketing academic
and consultant. He received his Masters in Viticulture from Cornell
University and a PhD in Marketing from Ohio State University. He joined
the University of South Australia as Associate Professor of Wine
Marketing in 1999.
Prof Lockshin is the Director of the Wine Marketing Group, which has 5
full time staff and six PHD students working in wine marketing. The Wine
Marketing Group provides one of the most comprehensive teaching and
research program in wine business and wine marketing in the world. He
takes and active research and education role into how people purchase
wine, strategic decision-making for wine companies, distribution
channels, consumer choices and relationship marketing within the wine
industry.
Prof Lockshin is the Associate Editor for The Journal of Wine Research,
Australian Wine Business, and for The Australia and New Zealand Wine
Industry Journal and a regular marketing columnist for several other
wine journals. He has supervised a number of graduate research students
and published over 70 academic journal articles and conference papers on
wine marketing and wine business. He teaches executive courses in wine
marketing around the world.
His research interests are consumer choice behaviour for wine and wine
industry strategy. He is currently researching: brand and regional cues
in consumer wine choice and wine purchase behaviour, modelling of
consumer choice based on large panel data sets success, and success
factors for small and medium sized wineries.