Steve Goodman

Associate Professor Steve Goodman

Associate Prof/Reader

Adelaide Business School

Faculty of Arts, Business, Law and Economics

Eligible to supervise Masters and PhD - email supervisor to discuss availability.

Dr Steve Goodman is an Associate Professor in Marketing at the University of Adelaide Business School. Rather than having a particular theoretical area, he chooses to research within the Wine Business context in order to assist those in the Australian Wine Industry make better-informed decisions. He has extensive research in consumer choice and business decision-making in the wine supply chain. As well as publishing in top academic journals he is also published extensively in editor-reviewed industry journals in order to disseminate research findings to practitioners.
His current research interests involve Consumer Engagement, particularly the role of Narrative Transportation, Attention, No and Low Alcohol and Sustainable Practices. Wine Australia has funded his research across projects including
• 12 country study of what influences consumers to choose the wine they choose in On and Off-Premise
• 3 country study on the influences decision-makingision making on what wine to stock
• The role of social media in brand growth (Australia and China)
• Tourist perceptions of gastro-tourism within wine tourism (Australia, USA and China)
A PhD Graduate of the University of Adelaide, Steve's PhD examined the use and impact of the internet for marketing activities within the value chain of the South Australian Wine Industry and identified a marketing planning framework for the firm and its interactions with other firms in its value system. His Honours Degree in Internal Business, from Flinders University, examined the role of the internet in overcoming barriers to SME wineries exporting wine.
Steve has given keynote presentations on Wine Marketing at conferences in Europe and Australia and Wine Tourism in Chile and has extensive consulting experience as a Partner with Souter & Goodman Wine Marketing where he worked with SME Wineries in South Australia, Victoria and Western Australia to design and implement strategies for direct marketing, b2b marketing and cellar door activity. In 2000, he co-founded WINEPAGES (now Daily Wine News), a Daily email newsletter and online Suppliers Directory that reached over 70% of Australian Wineries. He has experience in leadership, sales and marketing roles across a range of industries including real estate and advertising and his consulting experience includes work in the horticulture, wine, travel, food, entertainment and technology sectors.

My specialisation is in the field of wine marketing and wine business.  Driven from my Honours and PhD research as well asexperience running a wine marketing consultancy I am driven to develop learning and insight from empirical research to assist the wine industry practitioner to make better business decisions, design and develop marketing activity for the brand and along the supply chain.

Whilst the wine industry is often seen as a context for research, my interest is in the wine marketing & business as a specialisation.

I am currently involved in wine marketing and business research broadly along the Marketing Communications and Servicescape fields - specifically looking at

  • Wine brands and social media
  • Events and effects on the wine brand and purchase intent
  • Cellar door service and design - impacts on quality perceptions and purchase intent
  • Wine advertising messages and impact on brand engagement and purchase intent

I have also examined the use of information and decision making in the wine business, consumer choice for wine in the on and off-premise situations and business decision making along the wine supply chain.

  • Appointments

    Date Position Institution name
    2017 - ongoing Associate Professor in Marketing University of Adelaide
    2006 - 2016 Senior Lecturer - Marketing The University of Adelaide
    2003 - 2006 Senior Lecturer - Marketing University of South Australia
    2002 - 2002 Sessional Lecturer - Marketing University of South Australia
    2000 - 2002 Sessional Lecturer - Marketing Flinders University
    2000 - 2001 Sessional Lecturer - Marketing The University of Adelaide
    1999 - 2006 Partner Souter & Goodman Wine Marketing Consultants
    1996 - 1998 Market Manager Yellow Pages Australia
    1995 - 1996 Major Accounts Consultant Yellow Pages Australia
    1993 - 1995 Advertising Consultant Yellow Pages Australia
    1993 - 1993 Manager- Investment Sales Elders Real Estate - Payneham
    1992 - 1993 Land Sales Marketing Coordinator Weeks and Macklin
    1989 - 1990 Officer Cadet Royal Military College - Duntroon
    1987 - 1989 Clerical Officer Court Services Department
  • Education

    Date Institution name Country Title
    2009 - 2011 The University of Adelaide Australia Graduate Certificate Higher Education
    2000 - 2003 The University of Adelaide Australia PhD
    1999 - 1999 Flinders University Australia Honours Degree (First Class) in International Business
    1995 - 1998 Flinders University Australia Bachelor of International Business
  • Certifications

    Date Title Institution name Country
    1992 Auctioneer's Certificate Real Estate Institute of South Australia -
    1992 Real Estate Sales Certificate TAFE-SA -
  • Research Interests

  • Goodman, S, Habel, C and Dolan, R (2012) ‘Interactive Media: A Pathway for Wine Brand Growth’, Grape and Wine Research and Development Corporation (GWRDC) Ref: UA12/04
  • Goodman, S (2009) ‘Mapping the Decision Influencers along the Wine Industry Supply Chain’ – Grape and Wine Research and Development Corporation (GWRDC) Ref: UA09/03
  • Goodman, S (2006) ‘Mapping the Influencers of Consumer Choice for Wine Selection (On and Off-Premise) in Key export markets’ – Grape and Wine Research and Development Corporation (GWRDC) Ref:USA05/01

Marketing Communications (Undergraduate)

Integrated Marketing Communication (Postgraduate)

Marketing Management (Postgraduate)

Marketing Management (Online)

Service Design & Marketing (MBA)





  • Current Higher Degree by Research Supervision (University of Adelaide)

    Date Role Research Topic Program Degree Type Student Load Student Name
    2022 Co-Supervisor Multi-foci engagement interplay: An examination within Australian sport Doctor of Philosophy Doctorate Full Time Mr Harrison James De Picot
    2022 Co-Supervisor Vice or Virtue: Examining the Factors Influencing the Adoption of NOLO Wines and Plant-Based Meats Doctor of Philosophy Doctorate Full Time Miss Cassidy Lia Shaw
    2022 Co-Supervisor The Evolving Landscape of Cultural Narratives for Indigenous Tourism Master of Philosophy Master Full Time Miss Danielle Femme Deshong
    2021 Co-Supervisor Sustaining the Australian wine industry using advanced knowledge of alternative, emerging wine grape varieties Doctor of Philosophy Doctorate Full Time Mrs Laura Veronica Mezei
    2021 Principal Supervisor Storytelling for social impact. Pathways to storyhearing and stimuli for action. Doctor of Philosophy Doctorate Full Time Ms Karolina Kaczorowska
  • Past Higher Degree by Research Supervision (University of Adelaide)

    Date Role Research Topic Program Degree Type Student Load Student Name
    2019 - 2022 Principal Supervisor Divided Attention: The Value of Eye-Tracked High and Low Attention in Consumer Behaviour Doctor of Philosophy Doctorate Full Time Mr Kellen Ewens
    2015 - 2019 Co-Supervisor The gastronomic experience of fine Australian wines of provenance and food pairings Doctor of Philosophy Doctorate Full Time Mr Marcell Kustos
    2013 - 2015 Principal Supervisor The Impact of Cellar Door Experience on Visitors' Loyalty Intentions Doctor of Philosophy Doctorate Full Time Mr Xiaoyu Chen
    2012 - 2015 Co-Supervisor Social Media Engagement Behaviour: A Uses and Gratifications Perspective Doctor of Philosophy Doctorate Full Time APrf Rebecca Marie Dolan
    2012 - 2016 Principal Supervisor The Value of Online Advertising: Exploring the Effects of Advertisements on Consumer Perceptions of Media Vehicle Value Doctor of Philosophy Doctorate Full Time Mr Ervin Sim
    2011 - 2015 Principal Supervisor Branded Marketing Events: The Influence of Event Experience on Customer Engagement Doctor of Philosophy Doctorate Full Time Miss Teagan Lynette Altschwager
    2011 - 2015 Co-Supervisor Exploring the Role of Employer Brand Equity in the Labour Market:
    Differences between Existing Employee and Job Seeker Perceptions
    Doctor of Philosophy Doctorate Full Time Mr Sultan Alshathry
    2010 - 2018 Principal Supervisor The Role of the User in Accounting for SME Wine Businesses Doctor of Philosophy Doctorate Part Time Ms Melanie Jayne Reddaway
  • Board Memberships

    Date Role Board name Institution name Country
    2012 - ongoing Member Academic Board Le Cordon Bleu - Australia Australia
  • Committee Memberships

    Date Role Committee Institution Country
    2006 - ongoing Member Editorial Advisory Board - Grapegrower and Winemaker - Australia
  • Editorial Boards

    Date Role Editorial Board Name Institution Country
    2008 - ongoing Member European Business Review (Bingley) - -
  • Offices Held

    Date Office Name Institution Country
    2012 - ongoing TEQSA Panel of Experts Australia
  • Position: Associate Prof/Reader
  • Phone: 83137044
  • Email:
  • Fax: 82234782
  • Campus: North Terrace
  • Building: Nexus 10, floor 10
  • Org Unit: Marketing

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