| Year | Citation |
|---|---|
| 2022 |
Naami, T., Anesbury, Z. W., Stocchi, L., & Winchester, M. (220101). How websites compete in the Middle East: The example of Iran. Journal of Consumer Behaviour, 21(1), (121-136). doi: 10.1002/cb.1992 |
| 2021 | Winchester, M., Klein, R., & Sinnayah, P. (210101). Block teaching and active learning improves academic outcomes for disadvantaged undergraduate groups. Issues in Educational Research, 31(4), (1330-1350). |
| 2019 | Wilson, D., & Winchester, M. (190612). Extending the double jeopardy and duplication of purchase laws to the wine market. International Journal of Wine Business Research, 31(2), (163-179). |
| 2017 | Anesbury, Z., Winchester, M., & Kennedy, R. (171201). Brand user profiles seldom change and seldom differ. Marketing Letters, 28(4), (523-535). |
| 2016 | Augar, N., Woodley, C. J., Whitefield, D., & Winchester, M. (160808). Exploring academics approaches to managing team assessment. International Journal of Educational Management, 30(6), (1150-1162). |
| 2015 | Winchester, M., Arding, R., & Nenycz-Thiel, M. (150829). An Exploration of Consumer Attitudes and Purchasing Patterns in Fair Trade Coffee and Tea. Journal of Food Products Marketing, |
Key details
Areas of expertise
- Consumer behaviour
- Integrated marketing communication
- Learning and teaching
Not available to supervise research students
Available for media queries
About Maxwell Winchester
Maxwell has many years of academic teaching experience globally, having held permanent faculty positions in Australia, Canada and the UK. In addition to these he has been an adjunct lecturer in China, Singapore, Malaysia, Vietnam, Kuwait, France, Denmark, Germany, Austria and Mexico.
His research interests include:
- reflective learning and reflective practice
- qualitative and quantitative research methods
- empirical generalisationalist research methods
- behaviourist consumer behaviour theories.
He has published articles on student evaluations of teaching and reflective practice, as well as negative brand beliefs, luxury and premium brands, and wine marketing.
Maxwell has consulting experience as a marketing researcher in Australia, Asia, North America and Europe. His clients have included Astra Motor Company, Cartier Asia, BHP, Pernod Riccard and a number of government agencies. Most recently he has acted as an Academic Mentor to the APEX World Class Project with the airline industry internationally with Yates & Partners. He has also held a senior management position in one of Australia’s largest companies and held political seats in the UK.
Qualifications
- MA (Teaching & Learning in Higher Education), University Of Keele, UK, 2010
- PhD, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Australia, 2006
- MBus (Marketing), Victoria University, Australia, 1999
- GradDip Evaluation, University of Melbourne, Australia, 1996
- BSc (Psychology/Research Methods), Victoria University, Australia, 1994
Key publications
Maxwell has over 51 publications, with a selection listed here.
A more comprehensive list of Maxwell's publications is available in the VU Research Repository.
Book (showing 1 of 1)
| Year | Citation |
|---|---|
| 2019 | Winchester, M. (190423). Integrated Marketing Communication A Balanced Approach. |
Book chapter (showing 1)
| Year | Citation |
|---|---|
| 2020 | Winchester, M., & Winchester, T. (200101). To the big go the spoils: empirical evidence of the advantages of large players in global and local markets (pp. 152-165). |
Conference paper (showing 2)
| Year | Citation |
|---|---|
| 2014 | Winchester, M., Lees, G., & de, Silva. (141203). Is There Product Segmentation in Australia s Top Ten Banks In Rundle-Thiele, S. ;. (Ed.), Paper presented at ANZMAC Annual Conference 2014 (pp. 267-272). Gold Coast, Australia: Griffith University. |
| 2014 | Winchester, M., & Lees, G. (141203). How Accurate are Segmentation Profiles? An Investigation of into Whether Customersof Australia s Top Ten Banks Fit within Specific Segmentation Profiles In Rundle-Thiele, S. ;. (Ed.), Paper presented at ANZMAC Annual Conference 2014 (pp. 240-247). Gold Coast, Australia: Griffith University. |
Journal article (showing 6 of 26)
Research funding for the past 5 years
Please note:
- Funding is ordered by the year the project commenced and may continue over several years.
- Funding amounts for contact research are not disclosed to maintain commercial confidentiality.
- The order of investigators is not indicative of the role they played in the research project.
2020
|
Grampians Climate Adaptation Strategy
From: Department of Environment, Land, Water and Planning
Other investigators: Prof Thomas Clark
For period: 2020-2021
|
Not disclosed |
2019
|
Grampians Roadmap to Zero Emissions
From: Committee for Ballarat Inc.
Other investigators: Prof Thomas Clark
For period: 2019-2020
|
Not disclosed |
Supervision of research students at VU
Not available to supervise research students
Available for media queries
Completed supervision of research students at VU
| No. of students | Study level | Role |
|---|---|---|
| 1 | PhD | Associate supervisor |
| 3 | Doctor of Business Administration | Associate supervisor |
Completed supervision of research students at VU
| Students & level | Role |
|---|---|
| PhD (1) | Associate supervisor |
| Doctor of Business Administration (3) | Associate supervisor |
Key academic roles
| Dates | Role | Department / Organisation |
|---|---|---|
| Jan 2018 - Oct 2020 |
Head of Scholarship & Professional Learning
|
First Year College, VU |
| Jan 2011 - Dec 2017 |
Discipline Leader, Marketing
|
VU |
| Apr 2014 - Present |
Ekstern Lektor
|
Copenhagen Business School |
| Jan 2005 - Jan 2011 |
Senior Lecturer Strategic Management & Marketing
|
Harper Adams University |
| Sep 2000 - Jan 2005 |
Professor, Marketing
|
University of The Fraser Valley |
| Dates | Role & Department/Organisation |
|---|---|
| Jan 2018 -
Oct 2020
|
Head of Scholarship & Professional Learning
First Year College, VU |
| Jan 2011 -
Dec 2017
|
Discipline Leader, Marketing
VU |
| Apr 2014 -
Present
|
Ekstern Lektor
Copenhagen Business School |
| Jan 2005 -
Jan 2011
|
Senior Lecturer Strategic Management & Marketing
Harper Adams University |
| Sep 2000 -
Jan 2005
|
Professor, Marketing
University of The Fraser Valley |
Key industry, community & government roles
| Dates | Role | Department/Organisation |
|---|---|---|
| May 2009 - Jan 2011 |
Councillor
|
Shropshire Council |
| May 2007 - May 2009 |
Councillor
|
Shrewsbury & Atcham Borough Council |
| Jul 1997 - Jul 1999 |
Manager, Marketing Research
|
Ansett Australia |
| Dates | Role & Department/Organisation |
|---|---|
| May 2009 - Jan 2011 |
Councillor
Shropshire Council |
| May 2007 - May 2009 |
Councillor
Shrewsbury & Atcham Borough Council |
| Jul 1997 - Jul 1999 |
Manager, Marketing Research
Ansett Australia |
Awards
| Year | Award |
|---|---|
| 2020 |
Award for Best Tertiary (Wholly Australian) Teaching and Learning – print - Educational Publishing Awards |
| 2020 |
Award for Innovation in Curriculum Design and Pedagogy Practice - Universities Australia |
