Prof. Diane M. Martin focuses on new market development, sustainability/corporate social responsibility, gender and the ways these topics impact consumer experiences and inform management decisions through industry engagement.
Diane's work has been published in top journals in marketing including the Journal of Consumer Research, Journal of Marketing Management, the Journal of Marketing and Public Policy and other marketing and communication journals. She is the author of the book, Sustainable Marketing.
She has won university and international awards for the quality and impact of her research. She brings her research into the classroom provides exciting learning opportunities for students about how to impact the world through sustainability, how applied market research can identify new market opportunities, and how awareness of the needs of consumers can open up firms to more customers.
Diane researches consumer innovations and understanding how consumers create value through the development of new markets to solve problems. She dives deep into the culture of consumer groups to learn about their values, desires and how they innovate new products or come up with new services. For example, when riding along with other women bikers, Diane learned about how women's meaning of being in control of a motorcycle differs from men's which resulted in understanding the unmet needs of women riders. This cultural research led to innovations in product design and new marketing communication at Harley-Davidson.
She has also led applied research projects resulting in important strategic insights for sustainable products and services. In another example, her innovative research on the harm caused by boaters using toxic paint provided insights for policymakers in the countries bordering the Baltic Sea and at the European Union. Outcomes of her innovate research often provide the seeds for industry development.
- PhD University of Utah, USA 2001
- Ferguson, S.,Brace-Govan, J.,Martin, D. (2020). Gender status bias and the marketplace In: Journal of Business Research, 107, 211 - 221
- Fitchett, J.,Lindberg, F.,Martin, D. (2020). Accumulation by symbolic dispossession: Tourism development in advanced capitalism In: Annals of Tourism Research, 86, 1 - 10
- Martin, D.,Harju, A.,Salminen, E.,Koroschetz, B. (2019). More Than One Way to Float Your Boat: Product Use and Sustainability Impacts In: Journal of Macromarketing, 39, 71 - 87
- Martin, D.,Lindberg, F.,Fitchett, J. (2019). Why can�t they behave? Theorizing consumer misbehavior as regime misfit in-between neo-liberal and Nordic welfare models In: Nordic Consumer Culture: State, Market and Consumers, Springer International Publishing, London
- Lindberg, F.,Fitchett, J.,Martin, D. (2019). Investigating sustainable tourism heterogeneity: competing orders of worth among stakeholders of a Nordic destination In: Journal of Sustainable Tourism, 27, 1277 - 1294
- Luu, N.,Martin, D.,Aleti, T.,Parker, L. (2019). Multimarket approach to market emergence and evolution In: Proceedings of the 2019 ANZMAC Conference (ANZMAC 2019), Wellington, New Zealand, 2-4 December 2019
- Weijo, H.,Martin, D.,Arnould, E. (2018). Consumer Movements and Collective Creativity: The Case of Restaurant Day In: Journal of Consumer Research, 45, 251 - 274
- Martin, D.,Vaisto, T. (2016). Reducing the attitude-behavior gap in sustainable consumption: a theoretical proposition and the American electric vehicle market In: Marketing in and for a sustainable society: review of marketing research, Emerald Group Publishing, Bingley, United Kingdom
- Schouten, J.,Martin, D.,Blakaj, H.,Botez, A. (2015). From counterculture movement to mainstream market: emergence of the US organic food industry In: Assembling consumption: researching actors, networks and markets, Routledge, Oxon, United Kingdom
- Tillotson, J.,Martin, D. (2015). Myth-mediated branding In: Research in Consumer Behavior, Emerald Group Publishing, Bingley, United Kingdom
5 PhD Current Supervisions
- Codesigning participatory strategies with older adults to reduce perceived risk and promote digital inclusion. Funded by: Australian Communications Consumer Action Network (ACCAN) Grants Scheme 2016 onwards from (2020 to 2022)
- Game Ready: Exploring food choices and consumption practices in the context of Community Sport. Funded by: VicHealth - Competitive from (2019 to 2021)