Gemma Lewis

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Gemma Lewis

Lecturer in Management
Tasmanian School of Business & Economics

Room A268, Building A, Newnham Campus

+61 3 6324 3932 (phone)

Dr Gemma Lewis is a Lecturer in Management at the Tasmanian School of Business and Economics. Her research interests include inter-organisational collaboration and networking, value chain management, and small firm marketing. Currently Dr Lewis is part of a multidisciplinary team studying the impacts of climate change on Australian agribusiness, from a combined adaptation and value chain management perspective. Dr Lewis is an experienced lecturer, and shares a passion for technology enhanced learning and teaching. In 2014, she received a Dean's Commendation for Research and Teaching excellence. Gemma is also a University Medal recipient, and winner of two teaching merit certificates.


Prior to obtaining employment with the Tasmanian School of Business and Economics at the University of Tasmania, Dr Lewis was a PhD candidate and honours student. Stemming from a background and industry experience in marketing, Gemma studied the role of horizontal networks and collaborative marketing in the Tasmanian wine industry for her doctoral studies.  In 2014, she joined the University of Tasmania Tourism Research and Education Network (TRENd). Her involvement in this group provides opportunities to engage with like-minded researchers and members of the tourism industry. Currently Gemma holds the position of Management Major Coordinator and is involved with various industry groups such as the Launceston Chamber of Commerce. She is also near completion of a Graduate Certificate in University Learning and Teaching.

Career summary


DegreeTitle of ThesisUniversityCountryAwarded
PhDHorizontal networks and collaborative marketing in the Tasmanian wine industryUniversity of TasmaniaAustralia2011
BBus (HONS)Consumer perceptions of mobile phone marketing: Recent evidence from AustraliaUniversity of TasmaniaAustralia2007
BComMajors in Marketing and Human Resource ManagementUniversity of TasmaniaAustralia2006


Committee associations

Australian Marketing Institute

Administrative expertise

Gemma is currently mid-way through her second year as a staff representative on her Faculty's Management Team. In addition, in 2015 she was appointed Major Coordinator for Management, which is part of the Bachelor of Business undergraduate program.


Management, Business Communication, Marketing, Strategic Management

Teaching expertise

Gemma is a leader in using technology enhanced learning and teaching in her units. In 2014 she successfully completed the Quality Matters Applying the QM Rubric online course. More recently, she was invited to present at the University's TechEx education symposium, where she shared her experience of recording 'mini-lectures' in the Tom Fink Recording Studio. Gemma is happy to share her expertise and experience in this area with other staff or interested parties. Samples of her work are also available.

Teaching responsibility

Dr Lewis is currently unit coordinator of BMA116 Communication for Business Professionals. She also teaches undergraduate students in BMA101 Introduction to Management.

View more on Dr Gemma Lewis in WARP


Inter-organisational collaboration and networks

Value chain management


Entrepreneurship and small firm marketing

Research Themes

Gemma's research aligns to the University's research theme of Data, Knowledge and Decisions. A large portion of Gemma's research fits within the broader management and marketing space. She is particularly interested in exploring how organisations, small firms in particular, can leverage collaboration and networking to achieve competitive advantage. Sharing knowledge, resources, and participating in joint decision-making is common within inter-organisational networks. Most of the research Gemma undertakes is qualitative in nature, with a preference towards using semi-structured and in-depth interviews to collect data from business owners and their managers.

Although a large portion of Gemma's recent research has focused on organisations, Gemma maintains a strong interest in the decisions and behaviour of consumers. By way of extending the topic of her PhD, Gemma is interested in conducting future research on the motivations and behaviour of cultural tourists, and more specifically, how wine producers can enhance the 'cultural' experience they offer in their cellar door, winery or vineyard.


Gemma is currently involved in a national research project, which includes collaboration between the University of Tasmania, CSIRO and the University of Queensland.

Current projects

In line with Gemma's current role in the Adaptive Value Chain grant project (refer Grants Overview in Funding tab), she was part of a team who studied consumer choices and climate adaptation among three food value chains. More information on this component of their research can be found here:

Fields of Research

  • Marketing Management (incl. Strategy and Customer Relations) (150503)
  • Consumer-Oriented Product or Service Development (150501)
  • Marketing Theory (150506)
  • Logistics and Supply Chain Management (150309)
  • Entrepreneurship (150304)
  • Business and Management (150399)
  • Marketing (150599)
  • Organisational Behaviour (150311)
  • Farming Systems Research (070107)
  • Agriculture, Land and Farm Management (070199)
  • Organisation and Management Theory (150310)
  • Marketing Communications (150502)
  • Agricultural Economics (140201)
  • Ecological Impacts of Climate Change (050101)
  • Business Information Systems (150302)
  • Oenology and Viticulture (070604)
  • Animal Management (070203)
  • Small Business Management (150314)
  • Sociology and Social Studies of Science and Technology (160808)
  • Innovation and Technology Management (150307)
  • Fermentation (100303)
  • Applied Economics (140299)
  • Food Packaging, Preservation and Safety (090804)

Research Objectives

  • Marketing (910403)
  • Expanding Knowledge in Commerce, Management, Tourism and Services (970115)
  • Management (910402)
  • Climate Change Adaptation Measures (960301)
  • Vegetables (820215)
  • Wine Grapes (820306)
  • Climate and Climate Change (960399)
  • Social Impacts of Climate Change and Variability (960311)
  • Productivity (excl. Public Sector) (910404)
  • Property, Business Support Services and Trade (900299)
  • Technological Ethics (950408)
  • Horticultural Crops (820299)
  • Commercial Services and Tourism (909999)
  • Communication (950299)
  • Technological and Organisational Innovation (910406)
  • Environmentally Sustainable Information and Communication Services (899899)
  • Animal Production and Animal Primary Products (839999)
  • Control of Animal Pests, Diseases and Exotic Species in Farmland, Arable Cropland and Permanent Cropland Environments (960403)
  • Education and Training (939999)
  • Environmentally Sustainable Plant Production (829899)
  • Beverages (excl. Fruit Juices) (860102)
  • Processed Food Products and Beverages (excl. Dairy Products) (860199)


Total publications


Journal Article

(11 outputs)
2017Crawford J, Dawkins S, Martin Angela, Lewis G, 'Understanding the organizational climate of unethical leadership in the Australian Football League', Journal of Leadership Studies, 11, (2) pp. 52-54. ISSN 1935-2611 (2017) [Refereed Article]

DOI: 10.1002/jls.21525 [eCite] [Details]

Co-authors: Crawford J; Dawkins S; Martin Angela


2017Lim-Camacho L, Ariyawardana A, Lewis GK, Crimp SJ, Somogyi S, et al., 'Climate adaptation of food value chains: the implications of varying consumer acceptance', Regional Environmental Change, 17, (1) pp. 93-103. ISSN 1436-3798 (2017) [Refereed Article]

DOI: 10.1007/s10113-016-0976-5 [eCite] [Details]

Citations: Scopus - 1Web of Science - 1


2016Miles MP, Lewis GK, Hall-Phillips A, Morrish SC, Gilmore A, et al., 'The influence of entrepreneurial marketing processes and entrepreneurial self-efficacy on community vulnerability, risk, and resilience', Journal of Strategic Marketing, 24, (1) pp. 34-46. ISSN 0965-254X (2016) [Refereed Article]

DOI: 10.1080/0965254X.2015.1035038 [eCite] [Details]

Citations: Scopus - 2Web of Science - 3


2016Ridoutt B, Sanguansri P, Bonney L, Crimp S, Lewis G, et al., 'Climate change adaptation strategy in the food industry - insights from product carbon and water footprints', Climate, 4, (2) Article 26. ISSN 2225-1154 (2016) [Refereed Article]

DOI: 10.3390/cli4020026 [eCite] [Details]

Citations: Web of Science - 3

Co-authors: Bonney L


2016Swarts KM, Lehman K, Lewis G, 'The use of social customer relationship management by building contractors: evidence from Tasmania', Construction Management and Economics, 34, (4-5) pp. 302-316. ISSN 0144-6193 (2016) [Refereed Article]

DOI: 10.1080/01446193.2015.1133919 [eCite] [Details]

Citations: Scopus - 1

Co-authors: Swarts KM; Lehman K


2015Lewis GK, Byrom J, Grimmer M, 'Collaborative marketing in a premium wine region: the role of horizontal networks', International Journal of Wine Business Research, 27, (3) pp. 203-219. ISSN 1751-1062 (2015) [Refereed Article]

DOI: 10.1108/IJWBR-06-2014-0028 [eCite] [Details]

Citations: Scopus - 4Web of Science - 1

Co-authors: Grimmer M


2015Miles M, Gilmore A, Harrigan P, Lewis GK, Sethna Z, 'Exploring entrepreneurial marketing', Journal of Strategic Marketing, 23, (2) pp. 94-111. ISSN 1466-4488 (2015) [Refereed Article]

DOI: 10.1080/0965254X.2014.914069 [eCite] [Details]

Citations: Scopus - 5Web of Science - 7

Co-authors: Miles M


2015Woods M, Macklin RB, Lewis GK, 'Researcher reflexivity: exploring the impacts of CAQDAS use', International Journal of Social Research Methodology, 19, (4) pp. 385-403. ISSN 1364-5579 (2015) [Refereed Article]

DOI: 10.1080/13645579.2015.1023964 [eCite] [Details]

Citations: Scopus - 3Web of Science - 4

Co-authors: Woods M; Macklin RB


2014Lewis GK, Crispin SH, Bonney L, Woods M, Fei J, et al., 'Branding as innovation within agribusiness value chains', Journal of Research in Marketing and Entrepreneurship, 16, (2) pp. 146-162. ISSN 1471-5201 (2014) [Refereed Article]

DOI: 10.1108/JRME-03-2014-0005 [eCite] [Details]

Citations: Scopus - 2

Co-authors: Crispin SH; Bonney L; Woods M; Fei J; Miles MP


2011Lehman K, Roach G, 'The strategic role of electronic marketing in the Australian museum sector', Museum Management and Curatorship, 26, (3) pp. 291-306. ISSN 0964-7775 (2011) [Refereed Article]

DOI: 10.1080/09647775.2011.585806 [eCite] [Details]

Citations: Scopus - 5

Co-authors: Lehman K


2009Roach G, 'Consumer perceptions of mobile phone marketing: A direct marketing innovation', Direct Marketing: An International Journal, 3, (2) pp. 124-138. ISSN 1750-5933 (2009) [Refereed Article]

DOI: 10.1108/17505930910964786 [eCite] [Details]

Citations: Scopus - 25


Chapter in Book

(4 outputs)
2017Crawford J, Dawkins S, Martin A, Lewis GK, 'Conceptualising authentic followers and developing a future research agenda', Authentic leadership and followership: International perspectives, Palgrave Macmillan, D Cotter-Lockard (ed), Australia ISBN 978-3-319-65306-8 (2017) [Research Book Chapter]

[eCite] [Details]

Co-authors: Crawford J; Dawkins S; Martin A

2016Lewis G, 'Bellamy's Organic: Providing babies and young children with a pure start to life. Part 1 Case Study', Principles of Marketing, Armstrong, G, Adam, S Denize, S & Kotler, P (ed), pp. 65-67. (2016) [Other Book Chapter]

[eCite] [Details]

2014Lehman KF, Lewis GK, 'Moleskine: Integrating the techno and the retro', Consumer Behaviour, Pearson, L Schiffman, A O'Cass, A Paladino, and J Carlson (ed), Australia, pp. 620-623. ISBN 9781442561533 (2014) [Other Book Chapter]

[eCite] [Details]

Co-authors: Lehman KF

2014Lewis GK, Lehman KF, 'Tasmanian wine: Best served with a unique cultural experience', Consumer Behaviour, Pearson, Leon Schiffman, Aron O'Cass, Angela Paladino, Jamie Carlson (ed), Australia, pp. 620-623. ISBN 9781442561533 (2014) [Other Book Chapter]

[eCite] [Details]

Co-authors: Lehman KF

Conference Publication

(7 outputs)
2015Ariyawardana A, Lim-Camacho L, Lewis GK, Crimp S, 'Consumer acceptance of climate adaptation strategies in Australian agribusiness', 25th Annual World Symposium of the International Food and Agribusiness Management Association, 14-18, United States (2015) [Non Refereed Conference Paper]

[eCite] [Details]

2014Lim-Camacho L, Lewis G, Somogyi S, Ariyawardana A, Crimp S, 'Consumer perspectives of adaptation in the food sector', NCCARF Climate Adaptation 2014: Future Challenges, 30 September, Gold Coast, pp. 30. (2014) [Conference Extract]

[eCite] [Details]

2013Lewis G, Crispin SH, Miles M, 'Applying an Entrepreneurial Marketing Perspective to Agricultural Value Chains', Proceedings of the 26th Global Research Symposium on Marketing and Entrepreneurship, August 7-9 2013, Boston, pp. 1-23. (2013) [Non Refereed Conference Paper]

[eCite] [Details]

Co-authors: Crispin SH; Miles M

2013Lewis G, Lehman K, 'Feast for the senses: leveraging culture as a competitive advantage in the wine sector', Proceedings of the 27th ANZAM Conference, 4-6 December 2013, Hobart, pp. 1-18. ISBN 978-0-9875968-1-9 (2013) [Refereed Conference Paper]

[eCite] [Details]

Co-authors: Lehman K

2010Roach G, 'Horizontal networks and collaborative marketing in the Tasmanian wine industry', Proceedings of the 5th International Academy of Wine Business Research Conference, 8‐10 February 2010, Aukland, pp. 1-9. (2010) [Refereed Conference Paper]

[eCite] [Details]

2008Roach G, 'Entrepreneurial marketing in small wineries: a case of the Tasmanian wine industry', ANZMAC Proceedings, 20-30 November 2008, Parramatta, pp. 1-7. (2008) [Refereed Conference Paper]

[eCite] [Details]

2008Roach G, Byrom JW, Lehman KF, 'Consumer perceptions of mobile phone marketing: Recent evidence from Australia', Proceedings of the 2008 Academy of Marketing Conference , 7-10 July, 2008, UK, pp. 1-8. ISBN 978 1 901085 94 5 (2008) [Refereed Conference Paper]

[eCite] [Details]

Co-authors: Byrom JW; Lehman KF

Contract Report, Consultant's Report

(3 outputs)
2015Camacho LL, Ariyawardana A, Lewis GK, Crimp S, 'Climate adaptation: what it means for Australian consumers', CSIRO, Australia (2015) [Contract Report]

[eCite] [Details]

2015Stanley R, Jackson E, Crispin S, Wong T, Lewis G, et al., 'Asian Export of Branded King Island Wallaby: Stage One Proof of Concept', Department of Primary Industries, Parks, Water and Environment (DPIPWE) Agricultural Policy Branch, Australia (2015) [Contract Report]

[eCite] [Details]

Co-authors: Stanley R; Jackson E; Crispin S; Wong T

2014Lim-Camacho L, Crimp S, Bonney L, Ridoutt B, Somogyi S, et al., 'Adaptive value chain approaches: Technical Report 2 prepared for the Department of Agriculture as part of the Filling the Research Gap Program', CSIRO Climate Adaptation Flagship (2014) [Contract Report]

[eCite] [Details]

Co-authors: Bonney L


(1 outputs)
2011Roach G, 'Horizontal networks and collaborative marketing in the Tasmanian wine industry' (2011) [PhD]

[eCite] [Details]

Other Public Output

(2 outputs)
2013Bonney L, Lewis GK, Crispin SH, Fei J, Woods M, et al., 'NW Veg - 3PL Tasmania - NSW Veg Value Chain Analysis Final Report', Restricted Report, Australasian Agrifood Value Chain Research Group, Australia, pp. 1-10. (2013) [Report of Restricted Access]

[eCite] [Details]

Co-authors: Crispin SH; Woods M; Miles M

2010Roach G, 'Working together in the Tasmanian wine industry', UNITAS, University of Tasmania, Hobart, 1, May (2010) [Internal Newsletter]

[eCite] [Details]

Grants & Funding

Gemma is currently working on the following grant projects:

  • 'Adaptive value chain approaches to climate change' in collaboration with colleagues at the CSIRO, University of Tasmania School of Land and Food, and the University of Queensland. Project funded by the Department of Agriculture, as part of the Filling the Research Gap – Carbon Farming Futures program.
  • 'Asian export of branded King Island wallaby (proof of concept)' in collaboration with colleagues in the Tasmanian School of Business and Economics and University of Tasmania Centre for Food Innovation. Contract research funded by the Tasmanian Department of Primary Industries, Parks, Water & Environment.

Funding Summary

Number of grants


Total funding



Industry Emergence in Real Time: The Role of Entrepreneurs in Knowledge Creation, Exploitation, and Spillover (2016)$6,967
This project is a study of an industry in its nascent stages, with the expectation that capturing an industrys formative years will provide unique, real-time data on the early efforts of entrepreneurs to create firms, create knowledge, and create an industry. The proposed study will examine entrepreneurship and knowledge creation, exploitation, and spillovers in the context of a newly emerging industry: the Tasmanian whisky industry. This newly emerging industry offers a dynamic and vibrant context for studying industry emergence and we are fortunate enough to be able to capture these early years of the industry and the associated intense entrepreneurial activity.
University of Tasmania ($6,967)
Grant-Cross-Disciplinary Incentive
Administered By
University of Tasmania
Research Team
Ahmadi H; Mosakowski EM; Lewis GK
Pinot Noir provenance: Australian benchmarking to support growing, making, perception of quality, and marketing to add value to the Pinot Noir supply chain (2016 - 2019)$652,694
: 1/ To establish an evidence base to support claims of Australian Pinot Noirs as distinctive, unique and of high quality. Evidence will be a mix of data on unique terroir (site, climate, soil), viticultural practices, winemaking practices, impact compounds and commentary from Pinot Noir specialists. 2/ To clearly establish fine Australian Pinot Noir as distinctive in the minds of international Pinot Noir commentators/MWs, and generate clear descriptors of Australian Pinot Noir styles and rationality compared with international exemplars. 3/ To progress identification of impact compounds for Pinot Noir, and develop rapid, practicable analytical methods for those compounds with potential for industry uptake. 4/ To identify and articulate the key supply chain points where the quality, unique character and sustainability of Australian Pinot Noir can be documented and optimised, and evidence to explain provenance can be gathered.
Australian Grape and Wine Authority ($652,694)
Grant-R&D Projects
Administered By
University of Tasmania
Research Team
Kerslake FL; Lewis GK; Close DC; Merry AM; Dambergs R; Doyle RB; Mirowski LT; Turner P; Rose L; Wadewitz A; Sharpe S; Smith P
2016 - 2019
Fermen Tasmania: tracking the initiation, uptake and implementation of a Tasmania food futures vision (2016)$6,974
Our project will use several research techniques and interdisciplinary perspectives to track and document the detail of how FermenTasmania (FT) emerged and has diffused, both as an overall concept and as a set of new fermentation business ideas and practices in a supply chain. FT - as a distinctive new idea - provides a rare opportunity to research in real-time the detail of how innovations initiate, coalesce and develop during their early stages. To explore this topic we will utilitise the full breadth of our teams interdisciplinary expertise in wine science and transdisciplinary research (Carew - TIA), horizontal business networks in the wine industry (Lewis Business), processes of policy and technology change (Lovell Social Sciences) and quantitative analysis of logistics, supply chains, data and information flows (Turner/Mirowski Engineering & ICT). This project will provide an important opportunity to develop and fine-tune our interdisciplinary collaboration and application of methods, including discourse analysis, science and technology studies ethnographies, social media network mapping, and interaction mapping.
University of Tasmania ($6,974)
Grant-Cross-Disciplinary Incentive
Administered By
University of Tasmania
Research Team
Lovell HC; Carew ALJ; Lewis GK; Mirowski LT; Turner P
Asian export of branded King Island wallaby (1) Proof of concept (2014)$50,115
The project goal is to improve the economic viability of Tasmania using the example of King Island agriculture that has additional costs due to logistics associated with island production and high numbers of indigenous wallaby. The objective of the proof-of-concept research is to determine if branded grass fed wild harvest King Island wallaby meat can be exported to Asia and command a premium price that is sufficient to compensate farmers for lost pasture production. The research is a leading example for evaluating the potential for Tasmanian product to be branded into focused Asian markets to achieve premiums not obtainable nationally. The project will undertake the first nutritional analysis of grass fed wallaby meat samples to determine the potential for health positioning in the Asian market and utilise local Chinese chefs to suggest ways to present and serve whole wallaby as opposed to only primal cuts. The information will be used to survey local top end restaurant market buyers to determine the potential selling price of whole wallaby carcase and to determine factors that may influence premium positioning. The conclusions, together with suggestions for branding strategy to capture a premium, will be used to make recommendations for a follow-on project to develop protocols for implementation of the strategy.
Department of Primary Industries, Parks, Water & Environment ($50,115)
Contract Research
Administered By
University of Tasmania
Research Team
Stanley RA; Crispin SH; Lewis GK; Wong TL
59th Annual Conference of the International Council for Small Business: World Conference on Entrepreneurship (2014)$2,500
University of Tasmania ($2,500)
Grant-Conference Support Scheme
Administered By
University of Tasmania
Research Team
Lewis GK
Adaptive value chain approaches to climate change (2013 - 2015)$798,000
Department of Agriculture ($798,000)
Grant-CarbonFarmingFuture-Filling the Research Gap
Administered By
CSIRO-Commonwealth Scientific & Industrial Research Organisation
Research Team
Bonney L; Nelson R; Lewis GK
2013 - 2015

Research Supervision

Gemma is currently co-supervising three Doctoral students and one Honours student. Their research topics relate to tourism, regional development, entrepreneurship education, and leadership.






PhDCreating Entrepreneurial Engineers Through Entrepreneurship Education: A review of entrepreneurship initiatives in undergraduate engineering and the development of the Entrepreneurial Engineering Education (EEE) Typology of models used to educate engineering undergraduates about entrepreneurship2014
PhD(1) Role of KIBS in Regional Development (2) Dynamic Between Innovation and KIBS in Context of1 (3) How the Dynamics of 1 and 2 are Influenced by Density/Agglomeration Factors2015
PhDAuthentic Leadership: The Development and Measurement of a Contemporary Leadership Theory in an Australian Context2016
PhDBuilding Innovation: Improving Sustainability through Customer Focused Construction2016
PhDIs the lack of understanding of Chinese Guanxi and business tribes a barrier to China/Australia tourism2017


PhDGay Neo-tribes: An exploration of space and travel behaviour
Candidate: Oskaras Vorobjovas-Pinta