TSBE RESEARCH SEMINAR | Industry driven research: Working with the Australian seafood industry (Trialling point of purchase strategies for oysters in specialty seafood retailers)

Summary

TSBE Research Seminar Series 2016

Start Date

16th Sep 2016 12:00pm

End Date

16th Sep 2016 2:00pm


Tasmanian School of Business and Economics (TSBE) Research Seminar Series 2016

You are warmly invited to join us for a seminar presented by

Prof Meredith Lawley, University of the Sunshine Coast

Venue: Harvard Lecture Theatre 2 (Hobart) and via videolink to D131 (Newnham) and D214 (Cradle Coast) 


Meredith Lawley is a Professor (Marketing) in the School of Business at the University of the Sunshine Coast. Building on seven years as the Theme Leader for Consumer Insights in the Australian Seafood CRC (2009 to 2015), she continues to actively research in the area of food marketing and has published widely in this area. She teaches in the areas of research methods and food marketing and is a previous winner of an ALTC Citation for Teaching Excellence.

Drawing on her time with the Australian Seafood CRC, where she was involved in over $1,000,000 of research across multiple sectors of the seafood industry, her presentation will focus on a three year project for the Australian Oyster industry involving the planning, development, implementation and evaluation of a non-monetary point of sale (POS) strategy designed to stimulate more frequent consumption of oysters bought from specialty seafood stores. The project comprised three states, an initial exploratory stage to inform the design of the POS materials, a field trial with 7 specialty seafood stores in the Sydney region and a further trial with 20 stores Australia wide.

Key findings discussed will include:

  • Which POS tactic clearly outperforms others in the short term
  • The role of management and staff commitment
  • Issues around evaluating effectiveness
  • Does store location (and target market) impact results
  • Lessons for the oyster industry
  • Lessons for specialty seafood stores

In addition to the research outcomes, Meredith's presentation will cover:

  • 'You're not a real academic, are you' - bridging the gap between 'ivory tower' academics and the 'real' world
  • 'Fire, aim, ready' - balancing industry vs academic timeliness and approaches
  • 'This makes a significant contribution to current practice' vs 'This is far too practically focussed' - Getting published: practical benefits vs filling gaps in theory
  • 'Life after the CRC' - leveraging into other Grants

For enquiries, contact the Marketing research seminar convenor Syed Fazalehasan

Event Flyer (PDF 122KB)