Diane Martin

Dr Diane Martin

Professor of Marketing

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Diane M. Martin, PhD (Utah, 2001) is an internationally known expert in sustainable marketing and researches relationships between consumers, communities and culture using ethnographic methods.

Overview

Dr. Diane Martin is a Professor of Marketing in School of Economics, Finance and Marketing in the College of Business and Law at RMI. Dr. Martin’s publications, teaching and engagement activities reflect her core values which include an interest in environmental sustainability, social equity, and consumer empowerment and the interface of business and society. She links these values to research in corporate social responsibility and sustainability, consumer innovation and consumer movements, new market development, and gender and consumption. These research interests are also entwined with her teaching. Her textbook Sustainable Marketing (2012), grew out of a need for upper division undergraduate teaching materials at a time when no such book existed. In this book she reconceptualized each major marketing principle through the lens of a sustainability framework to demonstrate how to build a business case for sustainability

Her personal concern for the natural environment fuels her interest in the ways marketing and business education in general can be part of the solution when the problem is sustainability. A four-year multidisciplinary study of Baltic Sea leisure boaters’ use of anti-fouling paint on boat hulls (to keep algae and barnacles from attaching) resulted in multiple book chapters in a practitioner publication and an academic article focused on paint use by consumers (Martin, Harju, Salminen & Koroschetz 2019). Her work also examines tensions between locals and tourists, and locals and developers in the context of sustainable tourism (Martin, Lindberg & Fitchett 2019; Lindberg, Fitchett & Martin, 2020). She recently published a paper with co-authors in transformational consumer research to theorize the advantages of a symbiotic academic-social enterprise in the development of a customized sustainability literacy education in subsistence marketplaces (Viswanathan, et al. 2020). Her current projects in sustainability include a project examining the emerging electric vehicle market from the macro/industry level and the micro/consumer level, and a paper focused on citizens’ reactions to regulations forcing households to engage in curbside composting.

She’s also interested in theorizing the outcomes of surprising market dynamics. Her article explaining the concept of consumption driven market emergence demonstrates how adult fans of mini-moto riding converged to address unmet needs neglected by the motorcycle industry (Martin & Schouten 2014). This paper won the 2016 AMA Entrepreneurial Marketing SIG’s Gerald E. Hills Best Paper Award. In another study, Dr. Martin and colleagues examined how collective creativity evolved into a consumer movement for foodies participating in pop-up food festivals (Weijo, Martin & Arnould 2018), as a response to conditions in a highly regulated food local food culture. Her current projects in market dynamics include an assemblage theory approach to the recovery of a failing brand, the ways a mundane product emerges as an iconic metamorphic marker of cultural epochs, and a study of how senior consumers manage their self-socialization as effective consumers of continually evolving digital devices and processes.

Dr. Martin’s work also examines the intersections of gender and society, in particular in marketplace and organizational contexts, as a way to better understand opportunities and barriers to equality and equity. Her PhD dissertation topic, came from an off-hand remark about businesswomen and humor: they just aren’t funny. This claim contradicted her years of experience as a woman business owner so she decided to study the phenomena for her doctoral work and found that women are indeed funny, just in ways different from men (Martin & Gayle 1999; Martin, 2001; Martin 2004). The dissertation won the 2002 International Communication Association W. Charles Redding Outstanding Dissertation in Organizational Communication Award. Other projects focusing on gender include work on women’s experiences of consumption in a hypermasculine subculture (Martin, Schouten, & McAlexander 2006) and the ways gender status bias is experienced as a marketplace phenomenon by expert women mountaineers (Ferguson, Brace-Govan, & Martin 2020).

Dr. Martin has always considered education to be a great equalizer of society, and by creating real opportunity, intellectual freedom, and a tolerant atmosphere in the college classroom she can help students to gain all they can from the subject matter while expanding their critical thinking and analytical skills. Through thought provoking lectures, simulations, discussions and activities, students have opportunities for insight and reflexive action. In general, students enjoy her classes and the ways she brings her experiential knowledge as an entrepreneur into the classroom. They also respond well to the way she uses her scholarship to teach current marketing theory. Stories from her ethnography of sustainability at Wal-Mart brings supply chain and public relations theories to life. Her consumer behavior research of women in the Harley-Davidson’s Harley Owners Group gives them a vivid context for understanding brand communities. The multidisciplinary outcomes of the Baltic Sea toxic paint project demonstrate how marketing is integral to consumer education and behavior change. For Dr. Martin, success as an educator means creating and maintaining standards of academic excellence while providing each individual with multiple and various opportunities to learn

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Industry experience

2012 - 2015

  • Aalto University Executive Education, Consumer Insights, Helsinki, Finland
  • Consumer Research Advisory Board, Valio Ltd., Helsinki, Finland

2004

  • Consultant, InnVentures Hotel Management Group, Seattle, WA

2001

  • Consultant, Oregon Zoo, Portland, OR

1998 - 2012

  • Senior Research Associate, Ethos Market Research, Portland, Oregon

1997 - 1998

  • Program Committee, American Leadership Forum of Oregon

1996

  • Marketing Committee, Washington County Visitors Association

1995

  • Education Committee, American Marketing Association
  • Board Member, Sales and Marketing Executives International
  • Advisory Committee Member, Edgefield Station, Inc.
  • President, Columbia River Gorge Visitors Association

1994

  • Board Member, Columbia River Gorge Visitors Association
  • Public Relations Chair, Meeting Professionals International

1993

  • Marketing Chair, State of Oregon Group Tour Task Force

1989 - 1998

  • Founder, Oregon Attractions Marketing specializing in Market & Competitor Analysis Research and Marketing Strategy, Portland, OR
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Research

Dr. Diane Martin's research reflects her core values of environmental sustainability, social equity, and consumer empowerment and the interface of business and society. She links these values to research in corporate social responsibility and sustainability, consumer innovation and consumer movements, new market development, and gender and consumption.

Research keywords

Sustainability, Sustainable Consumption, Sustainable Marketing, Consumer Culture Theory, Gender and Consumption

Research output summary

50

Publications

9

Grants

8

Awards

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Supervisor interest areas

  • Sustainability
  • Sustainable Consumption
  • Sustainable Marketing

Supervisor projects

  • Stephanie Yesmukanova (2024 expected) “Consumer Culture of Non-Materialistic Luxury: Sustainable Consumption as a New Status Symbol.” Senior Supervisor.
  • Donna Gallagher (2023 expected) “Collecting Experiences and the Extended Self.” Co-Supervisor.
  • Federico Triolo (2022 expected) “An Institutional Perspective of Material Quality Product and Practices.” Co-Supervisor.
  • Thi Thao Nguyen Luu (2022 expected) “Social Enterprises’ Brand Legitimation and Consumer Perceptions and Sustainable Consumption Behavior.” Senior Supervisor.
  • Terhi Väistö (2016) “Children’s Discourse on Development in Online and Offline Fields: A study of Positions and Symbolic Power.” Aalto University, School of Business, Helsinki, Finland. Supervisor.

Feature publications

Consumption-Driven Market Emergence

Journal of Consumer Research 40 (June), 855-870

Martin, D. M. & Schouten, J. W. (2014).

Consumer Movements and Collective Creativity: The Case of Restaurant Day

Journal of Consumer Research 45(2), 251–274.

Weijo, H. A., Martin, D. M. and Arnould, E. J. (2018).

Corporate Social Responsibility in the 21st Century: A View From The World’s Most Successful Firms

Journal of Business Ethics 48 (2) 175-187.

Snider, J. Hill, R. P. and Martin, D. (2003).

Key publications by year

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Feature projects

Shaping Connections. Co-designing Participatory Strategies with Older Adults to Reduce Perceived Risk and Promote Digital Inclusion

$122,433 sponsored by ACCAN, U3A and the City of Whittlesea

2020 - 2022

BONUS Change. Changing antifouling practices for leisure boats in the Baltic Sea

€3,945,363 sponsored by Bonus and Academy of Finland

2014 - 2018 

Game Ready: Exploring food choices and consumption practices in the context of community sports

$96,000 sponsored by VicHealth

2019 - 2022

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Awards

RMIT College of Business Award for Research Impact

Award date: 2019

Recipient: Diane Martin

American Marketing Association Gerald E. Hills Best Paper Award

Award date: 2014

Recipients: Diane Martin

Swarovski Guest Professor, University of Innsbruck, Austria

Award date: 2011

Recipients: Diane Martin

Key awards by year

  • 2019 RMIT College of Business Award for Research Impact
  • 2016 American Marketing Association 2016 Gerald E. Hills Best Paper Award
  • 2011 Swarovski Guest Professor, University of Innsbruck, Austria
  • 2011 University of Portland Outstanding Scholarship Award
  • 2004 Top Four Paper, Instructional Communication, Western States Communication Association
  • 2003 Top Paper, Organizational Communication, Western States Communication Association
  • 2002 Winner, International Communication Association W. Charles Redding Outstanding Dissertation in Organizational Communication Award
  • 2000 National Communication Association Doctoral Honors Award
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Grants

  • 2020 Shaping Connections, Co-designing Participatory Strategies with Older Adults to Reduce Perceived Risk and Promote Digital Inclusion AUD$122,433, sponsored by ACCAN, U3A and the City of Whittlesea.
  • 2019 Business Model Innovation and Market-Shaping in the Australian Live Music Industry AUD$5,000.
  • 2019 Game Ready: Exploring food choices and consumption practices in the context of community sports. AUD$96,000.
  • 2014- 2017 Bonus and Academy of Finland, CHANGE, grant for investigating anti-bio fouling practices among pleasure boaters in the Baltic Sea. €3,945,363.
  • 2012-2013 Chalmers University, seed funding for investigating electric vehicles adoption, use and barriers to the same among consumers. €30,000.
  • 2007 Coleman Foundation. Two grant supporting sustainable entrepreneurship teaching materials. USD$5,000.
  • 2005-2006 Pamplin Fellowships. University of Portland, Robert J. Pamplin School of Business grant supporting research-related activities. USD$8,000.
  • 2001-2004 Butine Faculty Development Grants, 7 grants, University of Portland. USD$6,000.
  • 1999 Marriner S. Eccles Fellowship from the University of Utah, a competitive research grant for full graduate fellowship support.
  • Marvin J. Ashton Scholarship from the University of Utah for the development of ongoing graduate research. This is a competitive award based on academic achievement.
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Acknowledgement of country

RMIT University acknowledges the people of the Woi wurrung and Boon wurrung language groups of the eastern Kulin Nation on whose unceded lands we conduct the business of the University. RMIT University respectfully acknowledges their Ancestors and Elders, past and present. RMIT also acknowledges the Traditional Custodians and their Ancestors of the lands and waters across Australia where we conduct our business - Artwork 'Luwaytini' by Mark Cleaver, Palawa.

aboriginal flag
torres strait flag

Acknowledgement of country

RMIT University acknowledges the people of the Woi wurrung and Boon wurrung language groups of the eastern Kulin Nation on whose unceded lands we conduct the business of the University. RMIT University respectfully acknowledges their Ancestors and Elders, past and present. RMIT also acknowledges the Traditional Custodians and their Ancestors of the lands and waters across Australia where we conduct our business.