Professor Larry Lockshin

Australia has proven to be one of the top wine producing countries in terms of growth and success in the global arena.

As Director of the Wine Marketing Group, I lead research into how people purchase wine, strategic decision-making for wine companies, distribution. I also supervise research in Marketing related to consumer choice, distribution and relationship marketing.

Along with my co-director, Mr Tony Spawton, and our other staff, we provide the most comprehensive executive teaching and research program in wine business and wine marketing in the world.

see: www.wine.unisa.edu.au for information on courses and the International Wine Marketing Database

Wine Marketing Group and Wine Programs

• Principles of Marketing; research student supervision; consumer behaviour for wine; winery strategy;
• Executive education for the wine sector
• Postgraduate Wine Marketing

President, and founding Committee member of the Academy for Wine Business Research (AWBR)

Editorial Board of International Journal for Wine Business Research and the Journal of Wine Research

January-June 1996: Participation in the development of Strategy 2025: Strategic Plan for the Wine Industry through Winemaker's Federation of Australia

Committee member on the Domestic Taskforce for the Australian Wine and Brandy Association

Wine Marketing Reference Committee of the Winemakers' Federation of Australia- developing the 10 year marketing plan for the Australian Wine Sector

Reviewer for: Food Quality and Preference; Agribusiness; Journal of Retailing and Consumer Services; Association for Consumer Research; Australasian Marketing Journal; Australia and New Zealand Marketing Educator's Conference.

Australia and New Zealand Marketing Educator's Association

Columnist for Australian Wine Business

Ph.D. Marketing, Ohio State University (1991) Thesis Title: "The Effect of Price and Wine Quality on the Quality Perceptions of Consumers and Wine Wholesalers."

Master of Science in Viticulture and Agricultural Economics, Cornell University (1979)

Fulbright Scholar to Freiburg University, Freiburg, Germany (1975)

Bachelor of Arts in Humanities, Ohio State, Magna cum laude, Phi Beta Kappa (1974)

1996 - Director, The Australian Centre for Wine Business Management

1995- 1999 Senior Lecturer, Wine and Food Marketing, Univ. of Adelaide

1994 Visiting Professor, Graduate School of Management, University of Adelaide

1991- 1995 Assistant Professor, Department of Marketing, University of Manitoba

1990-1991 Visiting Lecturer, Department of Marketing, Ohio State University

1985-1990 Executive Director, Ohio Grape Industries Program, Columbus, Ohio

1981-1985 Lecturer, Department of Horticulture, University of Missouri-Columbia

• Wine Marketing - consumer behaviour and wine choice domestically and cross culturally
• Wine Business Management- success factors and management techniques for branding and development in the wine industry
• Market-based assets in the wine industry
• Distribution and retail factors in managing wine businesses

Goodman, S., L. Lockshin, and E. Cohen, (2008), “Examining Market Segments and Influencers of Choice for Wine Using the Best-Worst Choice Method”, Revue Internationale des Sciences Commerciales: Marketing and Communications, 8 (1) March, 94-112.

Mueller, Simone, and Larry Lockshin, (2008), “How Important is Wine Packaging for Consumers? On the Reliability of Measuring Attribute Importance with Direct Verbal versus Indirect Visual Methods”, Fourth International Wine Business Conference, Siena, Italy, CD-ROM.

Lockshin, L. and T. Spawton, (2008), “Global Marketing and Exporting”, in Wine: A Global Business, L. Thatch and T. Matz (eds.), Miranda Press, Elmsford, New Jersey.

Remaud, Hervé and Larry Lockshin, (2008), “Rebranding a Commodity-based Wine Region”, Fourth International Wine Business Conference, Siena, Italy, CD-ROM.

Goodman, S L. Lockshin, E. Cohen, J. Fensterseifer, H. Ma, F. d’Hauteville, L. Sirieix, U. Orth, L. Casini, A. Corsi, S. Jaeger, P.Danaher, R. Brodie, J Olsen, L Thach, (2008), “An International Comparison of Consumer Choice for Wine: A Twelve Country Comparison”, Fourth International Wine Business Conference, Siena, Italy, CD-ROM.

Mueller, Simone, Cam Rungie, Steve Goodman, Larry Lockshin, Eli Cohen, (2008), “Is There More Information in Best-Worst Choice Data” Using the Variance-Covariance Matrix to Consider Consumer Heterogeneity”, Fourth International Wine Business Conference, Siena, Italy, CD-ROM.

Remaud, Hervé, Simone Mueller, Phoebe Chvyl, and Larry Lockshin (2008), “Do Australian Wine Consumers Value Organic Wine?”, Fourth International Wine Business Conference, Siena, Italy, CD-ROM.

Mueller, Simone, Leigh Francis, Larry Lockshin, (2008), “The Relationship between Wine Liking, Subjective, and Objective Knowledge: Does it Matter who is in Your ‘Consumer’ Sample?”, Fourth International Wine Business Conference, Siena, Italy, CD-ROM.

Casini, Leonardo, Armando Corsi, Larry Lockshin, Eli Cohen, Steve Goodman, (2008), “Consumer Preferences of wine in Italy: Applying Best-Worst and Ordinal regression Methods”, Fourth International Wine Business Conference, Siena, Italy, CD-ROM.

Jarvis, W., C. Rungie, L. Lockshin, (2007), “Revealed Preference Analysis of Red Wine Attributes Using Polarisation”, International Journal of Wine Business Research, 19 (2), 127-138.

Zidda, Pietro, Larry Lockshin, Stephanie van der Haert, (2008), “Channel Choice Behaviour for Different Usage Situations: The Case of the Wine Product Category”, Fourth International Wine Business Conference, Siena, Italy, CD-ROM.

Jordan, R., P. Zidda, and L. Lockshin, (2007), “Behind the Australian Wine Industry Success: Does Environment Matter?”, International Journal of Wine Business Research, 19 (1), 14-32.

Atkin, T., R. Garcia, and L. Lockshin, (2007), “A Multinational Study of the Diffusion of a Discontinuous Innovation”, Australasian Marketing Journal, 14 (2), 17-33.

Larry Lockshin and Luis Miguel Albisu, Co-editors, (2006) Special Issue on Wine Marketing, Agribusiness: An International Journal 22 (3 Summer). Co-editor’s introduction p 301-06.

Perrouty, J.P., F. d’Hauteville, and L. Lockshin, (2006), “The Influence of Wine Attributes on region of Origin Equity: An Analysis of the Moderating Effect of Consumer’s Perceived Expertise”, Agribusiness: An International Journal, 22 (3) 323-41.

O’Mahony, M.G. B. J. Hall, L.Lockshin, L. Jago, , G. Brown, (2006), “Understanding the impact of Wine Tourism on Post-tour Purchasing Behaviour” in Global Wine Tourism Research, Management and Marketing, J. Carlson, and S. Charters (eds.) CAB International: Wallingford, UK.

Jarvis, W, C. Rungie, S. Goodman, and L. Lockshin, (2006), “Using Polarisation to Identify Behavioural Loyalty to Price Tiers”, Journal of Product and Brand Management, 15 (4) 257-64.

Beaujanot, A., Lockshin, L. & Quester, P., (2006), “Delivering Value: Market Orientation and Distributor Selection in Export Markets”, in Advances in International Marketing: Relationship between Exporters and their Foreign Marketing Intermediaries, (ed.) Carl A. Solberg, Vol 16, 107-134.

Romaniuk, J., Lockshin, L., Spawton, T., (2006), “Word of Mouth and Advertising Effects on Wine Brand Buying”, Australia and New Zealand Marketing Educator’s Conference, Brisbane, CD-ROM.

Cohen, J., Lockshin, L., Rungie, C, (2006), “Using Involvement as a Segmentation Characteristic to Improve the Comparability of Cross-National Stated Preference Studies”, Australia and New Zealand Marketing Educator’s Conference, Brisbane, CD-ROM.

Lockshin, L., Jarvis, W., D’Hauteville, F. & Perrouty, J. (2006,) ‘Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice’, Food Quality and Preference, 17, 166-178 .

Cohen, J., Rungie, C. , Lockshin, L. (2006), “Plotting of Parameter Estimates as a Method to Account for Scalability in Cross-National Stated Preference Comparisons”, Australia and New Zealand Marketing Educator’s Conference, Brisbane, CD-ROM.

Horowitz, Ira and Larry Lockshin, (2006),“Does Product Diversity Signal Bargains in Australian Wine?”, International Food and Agribusiness Management Review, 9 (1), 62-67.

Jordan, R., P. Zidda, and L. Lockshin, (2006), “Behind the Australian Wine Industry Success: Does Environment Matter?”, Proceedings of the 3rd International Wine Business and Marketing Research Conference, ed. F. d’Hauteville, Montpellier, France. CD-ROM. **Winner Best Paper Award

Goodman, S., L. Lockshin, E. Cohen, (2006), “Using the Best-Worst Method to Examine Market Segments and Identify Different Influences of Consumer Choice”, Proceedings of the 3rd International Wine Business and Marketing Research Conference, ed. F. d’Hauteville, Montpellier, France. CD-ROM.

Perrouty, J., d’Hauteville, F. & Lockshin, L. 2005, The Influence of Wine Attributes on Region of Origin Equity: An Analysis of the Moderating Effect of Consumer’s Perceived Expertise presented at Second Annual International Wine Marketing Symposium, Sonoma State University, California, 8-9 Jul.

Beaujanot, A., Lockshin, L. & Quester, P. 2005, ‘Distributors’ Business Characteristics, Buyer/Seller Relationship and Market Orientation: An Empirical Study of the Australian Wine Export Industry’, Journal of Marketing Channels, vol. 12, issue 1, pp.79-100

Wilson, D., Lockshin, L. & Rungie, C. 2005, Accessing Consumer Memory for Wine Marketing Research [CD-ROM] presented at Second Annual International Wine Marketing Symposium, Sonoma State University, California, 8-9 Jul.

Wilson, D., Lockshin, L. & Rungie, C. 2005, The Value of Identifying Cohorts through Retrospective Panel Data: Preliminary Findings from Australia [CD-ROM] presented to Second Annual International Wine Marketing Symposium, Sonoma State University, California, 8-9 Jul.

Lockshin, L. & Halstead, L. 2005, A Comparison of Australian and Canadian Wine Buyers Using Discrete Choice Analysis [CD-ROM] presented at Second Annual International Wine Marketing Symposium, Sonoma State University, California, 8-9 Jul.

Jarvis, W., Rungie, C. & Lockshin, L. 2005, Revealed Preference Analysis of Wine Attributes Using Polarisation [CD-ROM] presented at Second Annual International Wine Marketing Symposium, Sonoma State University, California, 8-9 Jul.

Jarvis, W. & Lockshin, L. 2005, Similarities and Differences between Purchasers’ and Non-Purchasers’ of Wine at the Visitor Centre [CD-ROM] presented at Second Annual International Wine Marketing Symposium, Sonoma State University, California, 8-9 Jul.

Goodman, S., Lockshin, L. & Cohen, E. 2005, Best-Worst Scaling: A Simple Method to Determine Drinks and Wine Style Preferences [CD-ROM] presented at Second Annual International Wine Marketing Symposium, Sonoma State University, California, 8-9 Jul.

Perrouty, Jean-Phillippe, François d’Hauteville, and Larry Lockshin, (2004), “Impact des interactions entre marques et regions d’origin sur la valeur perçue d’un vin: proposition de prise en compte de l’expertise perçue du consommateur”, XXth congres de l’Association Française de Marketing, Saint Malo, May. (Proceedings on CD-ROM)

Beverland, Michael and Lawrence S. Lockshin, (2004), “Crafting a competitive advantage: tempering entrepreneurial action with positioning-based values”, Qualitative Market Research, Vol 7 (3), 172-182.

Mandhanitara, Rujirutana, and Larry Lockshin, (2004), “Fast moving luxury goods; positioning strategies for Scotch whiskey in Thai department stores”, Retail and Distribution Management, Vol 32(6), 312-319.

Beverland, Michael and Larry Lockshin, (2003), "A longitudinal Study of customers’ desired value change in business-to-business markets", Industrial Marketing Management, December.

Ling, Bith-Hong and Larry Lockshin. (2003), "Components of Wine Prices for Australian Wine: How Winery Reputation, Wine Quality, Region, Vintage and Winery Size Contribute to the Price of Varietal Wines", Australasian Marketing Journal, December.

Lockshin, Larry and John Hall. (2003). "Consumer Purchasing Behaviour for Wine: What We Know and Where We are Going", International Wine Marketing Colloquium, Adelaide, July, CD-ROM.

Jarvis, Wade, Cam Rungie, and Larry Lockshin. (2003), "Analysing Wine Behavioural Loyalty", International Wine Marketing Colloquium, Adelaide, July, CD-ROM.

Habel, Cullen, Cam Rungie, Tony Spawton and Larry Lockshin. (2003), "The Pareto Effect (80:20) in Consumption of Beer, Wine and Spirits: A Preliminary Discussion", International Wine Marketing Colloquium, Adelaide, July, CD-ROM.

Beaujanot, Andre and Larry Lockshin. (2003), "The importance of market orientation in developing buyer-seller relationships in the export market: the link towards relationship marketing", International Wine Colloquium, Adelaide, July, CD-ROM.

Wilson, Damien and Larry Lockshin. (2003), "The Communications Issues for Producers of Alternative Closures in the Wine Industry", International Wine Marketing Colloquium, Adelaide, July, CD-ROM.

Wilson, Damien and Larry Lockshin. (2003), "Using the Thiel Index Coefficient to Analyse Variation in Wine Consumption Habits", International Wine Marketing Colloquium, Adelaide, July, CD-ROM.

Lockshin, Larry and Ira Horowitz, (2002), “What Price Quality? An Investigation into the Prediction of Wine-Quality Ratings”, Journal of Wine Research, Vol 13 (1), 7-22.

Shannon, Randall and Larry Lockshin, (2001), “Exploring Consumer Trial of Private Label Brands in Thailand”, Proceedings of the ANZMAC Conference, Auckland (December). CD-ROM.

Aurfeille, Jacques-Marie, Pascale Quester, Larry Lockshin, and Tony Spawton, (2002), “Global versus International Involvement Based Segmentation: A Cross National Exploratory Study”, International Marketing Review, Vol 19 (4), 369-386.

Stening, Sally, Klaus Kilov, Larry Lockshin, and Tony Spawton (2002), “Wine Trends in the UK Market”, in Anderson, Kym (ed.), Globalization of the World's Wine Markets, London: Edward Elgar.

Shannon, Randall and Larry Lockshin, (2001), “Private Label Brands In Thailand - Enough ‘Face’ To Survive Or Thrive?”, Proceedings of the ANZMAC Conference, Auckland, (December). CD-ROM.

Larry Lockshin and Tony Spawton, (2004), “Global Marketing”, in Liz Thatch and Tim Matz (eds.), Wine: A Global Business, Elmsford, NY: Miranda Press, 61-82.

Lockshin, Larry and Andre Beaujanot, (2001), “The Diversity of Asian Wine Markets”, Proceedings of the OIV Conference, Adelaide (October).

Hall, John, Larry Lockshin and G. Barry O’Mahoney. (2001), “Exploring the Links between Wine Choice and Dining Occasions: Factors of Influence”, International Journal of Wine Marketing, 13 (1), 36-53.

Beverland, M.B. and Lockshin, L.S (2001), "Organizational Life cycles in Small Wineries," Journal of small Business Management, 39(4): 356-364.

Oppenheim, Peter, John Hall, and Larry Lockshin, (2001), “Deriving Wine Marketing Strategies by Combining Means-End Chains with an Occasion-Based CHAID Segmentation Analysis”, Proceedings of the European ACR-Berlin

Lockshin, Larry, Pascale Quester, and Tony Spawton, (2001). “Segmentation by Involvement or Nationality for Global Retailing: A Cross National Comparative Study of Wine Shopping Behaviours”, Journal of Wine Research, 12 (3), 223-236.

Lockshin, Larry and Tony Spawton. (2001), “Using Involvement and Brand Equity to Develop a Wine Tourism Strategy”, International Journal of Wine Marketing, 13 (1), 72-81.

Hall, John and Larry Lockshin, (2000), "Using Means-End Chains for Analysing Occasions - Not Buyers", Australasian Marketing Journal, Vol. 8 (1), 45-54.

Wilson, Damien, James Juniper, and Larry Lockshin, (2001), “Determining the Inequality of Alcohol Consumption Using the Theil Index”, Proceedings of the ANZMAC Conference, Auckland (December). CD-ROM.

Stening, Sally and Larry Lockshin, (2001), “A Comparison of On-line and In-store Customers in the Wine Retail Sector”, Australia and New Zealand Wine Industry Journal: Wine Marketing Supplement, (December).

Beverland, Michael and Larry Lockshin, (2000), "Organizational Lifecycles in Small New Zealand Wineries", Australia and New Zealand Wine Industry Journal Special Issue on Wine Marketing, Vol. 15 (4),50-58.

Spawton, Anthony L. and Larry S. Lockshin, (2000), “Preliminary Analysis of Drinking in Moderation as a Preventative Health Mechanism: A Model and Testable Propositions,” Marketing and Public Policy Proceedings 2000, Vol 10. (eds.) Paula Bone, Karen France, and Joshua Wiener, Washington D.C., June, 123-134.

McDougall, Gordon and Larry Lockshin, (2000), “Tanunda Winery- A Case Study”, International Journal of Wine Marketing 12 (3), 48-69.

Lockshin, Larry, Michelle Rasmussen, and Freya Cleary, (2000), "The Nature and Roles of a Wine Brand", Australia and New Zealand Wine Industry Journal Special Issue on Wine Marketing, Vol. 15 (4),17-24.

Rundle-Thiele S.R. and Larry Lockshin, (2000), "Consumer Response to Store Based Customized Strategies: The role of nationality and involvement", Proceedings of the AMS/ACRA Retailing 2000: Launching the New Millennium, forthcoming.

Beverland, Mike and Larry Lockshin, (2000), "A Stage Model of Small Firm Development in New Zealand Wineries," Small Enterprise Research, 8 (2), 85-82.

Rundle-Thiele S.R. and Larry Lockshin, (2000), “Consumer Response to Store Based Customized Strategies: The role of nationality and involvement”, Proceedings of the AMS/ACRA Retailing 2000: Launching the New Millennium, 88-92.

Aurifeille J-M., Quester P.G., Hall J., and Lockshin L. (1999), "Investigating Situational Effects in Wine Consumption: A Means-End Approach," in European Advances in Consumer Research, Vol 4, (eds.) Bernard Dubois, Tina Lowrey, L.J. Shrum, Marc Vanhuele, 104-111.

Rasmussen, Michelle and Larry Lockshin, (1999), "Wine Choice Behaviour- the Effect of Regional Branding", International Journal of Wine Marketing, 11 (1), 36-46a.

Charters, Stephen, Larry Lockshin, and Tim Unwin, (1999), " Consumer Responses to Wine Bottle Back Labels", Journal of Wine Research, Vol. 10 (3) 183-196.

Lockshin, Lawrence and McDougall Gordon, (1998), "Service Problems and Recovery Strategies: An Examination of the Critical Incident Technique in a Business to Business Market, International Journal of Retail and Distribution Management, Vol 26 (11), 429-438.

Lockshin, Lawrence S. and Pierris Kahrimanis, (1998), "Discriminant Mapping of Consumer Evaluations of Retail Wine Stores," Journal of Wine Research, Vol 9 (3), 173-184.

Dunphy, Rebecca and Lawrence S. Lockshin. (1998), "A History of the Australian Wine Show System," The Journal of Wine Research, Vol 9 (2), 87-106.

Dunphy, Rebecca and Lawrence S. Lockshin. (1998), "A Contemporary Perspective of the Australian Wine Show System as a Marketing Tool, The Journal of Wine Research, Volume 9 (2), 107-130.

Handley, Ian and Lawrence S. Lockshin, (1997), "Wine Purchasing in Singapore: A Supermarket Observation Approach," International Journal of Wine Marketing, Vol 9 (2/3), 70-82.

Cook, Donald and Lawrence S. Lockshin, (1997), "Revising Australian Export Strategies To The Pacific Rim: The Case of the Thai Wine Market," International Journal of Wine Marketing, Vol 9 (2/3), 32-51.

Murray, Warwick and Lawrence S. Lockshin. (1997). "Consumer Acceptance of Synthetic Corks," International Journal of Wine Marketing, 9 (1), 31-52.

Lockshin, Lawrence S., Anthony L. Spawton and Gerrard Macintosh. (1997), "Using Product, Brand, and Purchasing Involvement for Retail Segmentation," Journal of Retailing and Consumer Services, Vol. 4 (3), 171-183.

Macintosh, Gerrard, Lawrence Lockshin, and Anthony Spawton. (1997), "Retail Relationships and Store Loyalty: A Multi-Level Perspective, International Journal of Research in Marketing, Vol. 14 (5), 87-97.

Bruning, Edward R. and Lawrence S. Lockshin. (1995). "Fundamental Elements in the Definition of Organisational Competitiveness," GESTION 2000: Management and Prospective 4 (August).

Bruning, Edward R. and Lawrence S. Lockshin. (1994), "Marketing's Role in Generating Organisational Competitiveness," Journal of Strategic Marketing, 2(3), 163-187.

Lockshin, Lawrence S. (1993). "The Role of Wholesaler-Distributors as Marketing Experts: Testing the Effect of Price and Quality in the Wine Industry," Journal of Marketing Channels, 3(1), 91-106.

Lockshin, Lawrence S. and W. Timothy Rhodus. (1993). "The Effect of Price and Oak Flavor on the Quality Perceptions of Consumers and Wholesalers," The International Journal of Wine Marketing, 5(2), 13-25.

Lockshin, Lawrence S. and W. Timothy Rhodus. (1989)."Consumer Perceptions of Quality: A Key Perspective for Horticulture Research," HortScience. 26 (7), 823-825.

Dean, Rupert and Lawrence S. Lockshin, (1997), "Situational Influences on Product Involvement and Service Level in Retailing Relationships," in (Peter Reed, Sandra Luxton, and Michael Shaw, eds.) Proceedings of the Australian New Zealand Marketing Educators' Conference, Vol. 3, 578-9.

Lockshin, Lawrence S., Gerrard Macintosh, and Anthony Spawton. (1997), "A Cross-Cultural Comparison of Retail Segmentation Using Product and Purchasing Involvement," Fourth Recent Advances in Retailing and Services Science Conference, Scottsdale, AZ, 46.

Winner Best Paper Award in Marketing Management: Macintosh, Gerrard and Lawrence S. Lockshin. (1996). "The Effects of Salesperson/ Customer Relationships on Retail Wine Store Satisfaction and Loyalty," AMA Winter Educator's Conference, 7, Chicago: American Marketing Association.

I am able to provide media comment in the following areas of expertise:

Discipline: Marketing, Retailing, Wine Marketing

• Specialist in all aspects of Australia and global wine business
• Retail marketing and retail development