Gemma Lewis

UTAS Home Dr Gemma Lewis

Gemma Lewis

Senior Lecturer in Management
Tasmanian School of Business & Economics

Room A268, Building A, Newnham Campus

+61 3 6324 3932 (phone)

Science-based marketing strategies are set to shake up the wine industry

What’s the secret to Australian pinot noir?

Establishing a small business is always tough. Whether you’re the owner of a vineyard in regional Tasmania, or a whisky entrepreneur trying to compete with international brands, you need all the help you can get to grow a successful business.

“There are always opportunities for small businesses to make improvements, learn more about their industry, and work with others to access knowledge, rather than trying to do it on their own,” says Dr Gemma Lewis a senior lecturer in management at the Tasmanian School of Business and Economics.

“I’m here to help them with that, by obtaining new knowledge that they don’t have time to collect themselves in their business.”

Growing up in semi-rural Tasmania, Dr Lewis brought an appreciation of the role of small businesses in regional economies to her PhD in marketing and her role as a researcher and lecturer at the University of Tasmania.

“Our economy and regional areas depend a lot on small businesses,” she says. “We’re an island state, so there are physical challenges around accessing resources, or even getting things on and off the island.”

“That’s probably why, over time, we’ve seen a lot of the large business and manufacturing in Tasmania go, because it’s hard to compete.”

Dr Lewis is now working to improve the marketing outcomes for small-scale Tasmanian producers of pinot noir.

She’s teamed up with Dr Fiona Kerslake, also from the University of Tasmania, and a group of wine scientists to identify the traits that make regional variations of Australian pinot noir unique – and worth paying a premium for.

“There’s a high cost associated with small-scale production, so wine producers need to charge a premium to cover those costs,” says Dr Lewis.

“The consumer might consider it to be an expensive bottle of wine because they can buy a commercially produced bottle for less than $10, but the difference is in the quality, the taste, the cellaring potential, and the overall experience that makes this wine remarkably different.”

She adds that if you taste-test pinot noir that’s been grown and made in northern Tasmania, there’ll be certain differences in the flavour profile that set it apart from something grown in the Yarra Valley or Mornington Peninsula.

“All of these regions have something called terroir, which is to do with the soil, climate, and terrain, and it’s why you’ll often notice a difference in the same variety of wine made with similar techniques but grown in different areas,” Dr Lewis explains.

Though the concept of terroir might be familiar to some consumers, Dr Lewis and her team aim to provide solid scientific evidence that Australian pinot noir producers can use to improve their marketing and management practices.

To do this, they’re surveying 100 different wine producers from several regions around Australia, and collecting pinot noir samples from each winery for scientific analysis.

“From that, we hope to establish whether there is evidence to suggest that there are specific characteristics of the wine from each of these regions,” she says. “That may sound unsurprising, but this type of work hasn’t been done before on pinot noir.”

While Dr Lewis’ colleagues work on establishing the scientific evidence for pinot noir terroir, her role is to figure out how this data can be best used by the wine producer and their supply chain partners, to expand their business and win over wine enthusiasts.

“If we can provide more knowledge and evidence around these quality attributes, then it helps to justify the premium price, and assure Australian wine producers that they’re doing the right thing,” she says.

“Over time, it raises people’s perceptions and willingness to pay for high-quality products as well.”

While this project is still in its early stages, Dr Lewis and her team are committed to feeding their findings back to the Australian wine industry, so business owners can benefit.

“When you look at the statistics, a large number of businesses never get beyond their first year of operation, so there’s a lot we can offer to start-up businesses and small businesses that have been established by people who have a personal interest in winemaking or whisky,” she says.

“They might not necessarily have business expertise, but they’ve got the technical knowledge and passion, so we can provide insight into what they should be doing, or what strategies there are, based on our marketing and management expertise.”

Research that makes a difference

Dr Lewis is a Senior Lecturer in Management at the Tasmanian School of Business and Economics. Her research interests include inter-organisational collaboration and networking, value chains, entrepreneurship and small firm marketing. She has gained a strong reputation for working on externally funded grant projects, which comprise inter-disciplinary research teams and close collaboration with Australia’s agriculture industry. In the community, Dr Lewis is a long-standing member of Tasmania’s Cradle Coast Natural Resource Management (NRM) Committee and a Fellow of the Australian Marketing Institute. She is also an award-winning teacher, with particular interest in breadth units, work-integrated learning, and technology enhanced teaching.


Over her relatively short academic career, Gemma has made outstanding contributions to her field and the University. While completing her undergraduate and honours degree, Gemma worked part-time as a marketing consultant with a local advertising and print company. In 2007, she graduated with first class honours and was awarded a University Medal, recognising her excellent academic record. She completed her PhD in 2011, and immediately transitioned to a full-time teaching and research role with the School of Management. In January 2017, Gemma was promoted to Senior Lecturer, and continues to have strong impact in research, learning and teaching and the community. Gemma is a strong advocate for Northern Tasmania. She embraces opportunities to work with industry to develop new knowledge, and loves to inspire students to realise their full potential.

Career summary



Thesis title


Date of award


Horizontal networks and collaborative marketing in the Tasmanian wine industry

University of Tasmania


BBus (1st Class Hons)

Consumer perceptions of mobile phone marketing: Recent evidence from Australia

University of Tasmania



Majors in Marketing and Human Resource Management

University of Tasmania



Professional practice

  • Member of Tasmania’s Cradle Coast Natural Resource Management (NRM) Committee
  • Member of American Marketing association (AMA) Special Interest Group for Entrepreneurial Marketing
  • Founding member of University of Tasmania Tourism Research Education Network (TRENd)
  • Associate Member of FermenTasmania
  • Member of University of Tasmania Global Value Chain Research Group
  • Fellow of Australian Marketing Institute (AMI)
  • Associate of Northern Young Professionals Network (Tasmania)

Committee associations

  • Cradle Coast Natural Resource Management (NRM) Committee

Administrative expertise

Gemma is committed to internal service particularly within the College of Business and Economics. In her career so far, she has served various roles, including staff-representative on the Faculty of Business Management Team; Work Health and Safety Representative, Designated First Aid Officer, and Management Major Coordinator. Currently Gemma is a Graduate Research Coordinator, and regularly represents UTAS and TSBE at various industry events, award evenings, and community forums.


  • Management
  • Leadership
  • Business Communications
  • Fermented Food
  • Wine, Small firm marketing

Teaching expertise

Gemma is considered a leader in the area of technology enhanced learning and teaching, and embraces the use of technology and online resources in her units. In 2014, she completed the Quality Matters Applying the QM Rubric online course, and in 2016, she led a Teaching Development Grant, which developed a 360-degree evaluation tool for work-integrated learning. Dr Lewis is also near completion of her Graduate Certificate in University Learning and Teaching, and has recently expressed interest to lead a peer-learning circle for breadth unit teaching.

Dr Lewis is an experienced unit coordinator, and enjoys mentoring her peers in curriculum design and unit development. She is part of the team who designed and deliver a new breadth unit, entitled XBR211 Fermented Food and Drink. In 2018, Dr Lewis will coordinate and teach BMA328, which is the advanced level leadership unit within the Bachelor of Business, Management major.

Teaching responsibility

View more on Dr Gemma Lewis in WARP


  • Inter-organisational relationships
  • Business networks
  • Value chains
  • Agribusiness
  • Small firm marketing
  • Entrepreneurship

Research Themes

Gemma’s research aligns with the University’s research theme of Data, Knowledge and Decisions given her focus on improving business outcomes. She has experience working on projects that also align with the theme of Environment, Resources and Sustainability, such as her research into the climate change adaptation strategies adopted by agri-food value chains.


  • Dean’s Commendation for Excellence in Teaching and Research, 2013

Current projects

Gemma is currently working on the following grant project/s. Please contact Gemma via email if you would like to discuss a collaborative research opportunity.

'Pinot Noir provenance: Australian benchmarking to support growing, making, perception of quality, and marketing to add value to the Pinot Noir supply chain’ – Category 1 grant funded by Wine Australia (Australian Grape and Wine Authority). Chief Investigator, Dr Fiona Kerslake, Tasmanian Institute of Agriculture. Our team comprises other researchers at UTAS, as well as colleagues from the Australian Wine Research Institute. For more detail on this research project click here.

Fields of Research

  • Consumer-Oriented Product or Service Development (150501)
  • Marketing Management (incl. Strategy and Customer Relations) (150503)
  • Marketing Theory (150506)
  • Organisational Behaviour (150311)
  • Logistics and Supply Chain Management (150309)
  • Oenology and Viticulture (070604)
  • Entrepreneurship (150304)
  • Business and Management (150399)
  • Marketing (150599)
  • Farming Systems Research (070107)
  • Innovation and Technology Management (150307)
  • Agriculture, Land and Farm Management (070199)
  • Tourism Marketing (150604)
  • Marketing Communications (150502)
  • Science, Technology and Engineering Curriculum and Pedagogy (130212)
  • Agricultural Economics (140201)
  • Organisation and Management Theory (150310)
  • Social Change (160805)
  • Ecological Impacts of Climate Change (050101)
  • Climate Change Processes (040104)
  • Business Information Systems (150302)
  • Animal Management (070203)
  • Small Business Management (150314)
  • Sociology and Social Studies of Science and Technology (160808)
  • Fermentation (100303)
  • Food Packaging, Preservation and Safety (090804)
  • Applied Economics (140299)

Research Objectives

  • Marketing (910403)
  • Expanding Knowledge in Commerce, Management, Tourism and Services (970115)
  • Climate Change Adaptation Measures (960301)
  • Management (910402)
  • Technological and Organisational Innovation (910406)
  • Vegetables (820215)
  • Wine Grapes (820306)
  • Beverages (excl. Fruit Juices) (860102)
  • Communication (950299)
  • Productivity (excl. Public Sector) (910404)
  • Social Impacts of Climate Change and Variability (960311)
  • Climate and Climate Change (960399)
  • Property, Business Support Services and Trade (900299)
  • Technological Ethics (950408)
  • School/Institution Policies and Development (930403)
  • Horticultural Crops (820299)
  • Health Inequalities (920206)
  • Commercial Services and Tourism (909999)
  • Environmentally Sustainable Information and Communication Services (899899)
  • Education and Training (939999)
  • Control of Animal Pests, Diseases and Exotic Species in Farmland, Arable Cropland and Permanent Cropland Environments (960403)
  • Animal Production and Animal Primary Products (839999)
  • Processed Food Products and Beverages (excl. Dairy Products) (860199)
  • Environmentally Sustainable Plant Production (829899)


Total publications


Journal Article

(15 outputs)
2019Crawford J, Dawkins S, Martin A, Lewis GK, 'Putting the leader back into authentic leadership: reconceptualising and rethinking leaders', Australian Journal of Management, (10 April) ISSN 0312-8962 (2019) [Refereed Article]

DOI: 10.1177/0312896219836460 [eCite] [Details]

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


2019Lewis GK, Maxwell H, Hawkins CJ, 'Leisure as an agent of social change: special issue introduction', Annals of Leisure Research, 22, (3) pp. 269-272. ISSN 1174-5398 (2019) [Contribution to Refereed Journal]

DOI: 10.1080/11745398.2019.1586308 [eCite] [Details]

Co-authors: Maxwell H; Hawkins CJ


2018Betzold A, Carew AL, Lewis GK, Lovell H, 'The emergence, articulation and negotiation of a new food industry initiative in rural Australia: Boundary object, organisation or Triple Helix model?', Sociologia Ruralis, 58, (4) pp. 867-885. ISSN 0038-0199 (2018) [Refereed Article]

DOI: 10.1111/soru.12211 [eCite] [Details]

Co-authors: Betzold A; Lovell H


2017Crawford J, Dawkins S, Martin A, 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) [Contribution to Refereed Journal]

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

Citations: Scopus - 2Web of Science - 1

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


2017Fraser NKO, Miles MP, Woods M, Lewis GK, 'The creation of entrepreneurial engineers: a re-evaluation of the Standish-Kuon and Rice (2002) typology and the emergence of the entrepreneurial engineering education (EEE) typology', The Journal of Engineering Entrepreneurship, 8, (1) pp. 85-105. ISSN 2159-6948 (2017) [Refereed Article]

[eCite] [Details]

Co-authors: Fraser NKO; Miles MP; Woods M


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 - 5Web of Science - 3


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 - 12Web of Science - 7


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: Scopus - 4Web of Science - 5

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 - 4Web of Science - 3

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 - 11Web of Science - 7

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 - 27Web of Science - 18

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 - 10Web of Science - 9

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 - 4

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 - 8

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 - 31


Chapter in Book

(4 outputs)
2018Crawford 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, pp. 271-293. ISBN 978-3-319-65307-5 (2018) [Research Book Chapter]

DOI: 10.1007/978-3-319-65307-5_11 [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

(12 outputs)
2019Lewis G, Ariyawardana A, Lim-Camacho L, Crawford J, 'Exploring climate change adaptation with Australian wine consumers', 22nd International Farm Management Association Congress, 3-8 March, Launceston (2019) [Non Refereed Conference Paper]

[eCite] [Details]

Co-authors: Crawford J


2018Longo R, Kerslake F, Lewis G, Doyle R, Close D, et al., 'Australian Pinot Noir wine benchmarking: understanding from a terroir concept approach', Crush 2018: the Grape and Wine Science Symposium, 25-26 September 2018, Adelaide, South Australia (2018) [Plenary Presentation]

[eCite] [Details]

Co-authors: Longo R; Kerslake F; Doyle R; Close D; Merry A; Westmore H; Donachie L

2018Longo R, Kerslake F, Lewis G, Dambergs B, Doyle R, et al., 'Australian Pinot noir wine benchmarking: understanding from a terroir concept approach', 2018 Winemakers Symposium: Regionally First and Foremost, 16 October 2018, Tamar Ridge, Tasmania (2018) [Keynote Presentation]

[eCite] [Details]

Co-authors: Longo R; Kerslake F; Dambergs B; Doyle R; Close D; Merry A; Westmore H; Donachie L

2017Lewis GK, Ahmadi H, Mosakowski E, Hawkins C, 'Leisure and lifestyle in wine and whisky tourism', ANZALS 13th Biennial Conference: Leisure for Social Change, 4-7 December 2017, Hobart, Tasmania, pp. 25-26. ISBN 9781925646115 (2017) [Conference Extract]

[eCite] [Details]

Co-authors: Ahmadi H; Mosakowski E; Hawkins C


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]

2014Crimp S, Lim-Camacho L, Doer V, Howden M, Ariyawardana A, et al., 'Exploring adaptation options across food value chains - the role of climate futures', Climate Adaptations 2014: Program and Abstract, 30 September - 2 October 2014, Gold Coast, Queensland, pp. 31. (2014) [Conference Extract]

[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

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
Lim-Camacho L; Crimp S; Jin HW; Ridoutt B; Bonney L; Nelson R; Somogyi S; Lewis GK
2013 - 2015

Research Supervision

Gemma is an experienced supervisor of research higher degree candidates, having had two completions so far. She is currently supervising projects in the broad areas of relationship marketing, authentic leadership, regional development and Chinese tourism. Given Gemma’s current workload, she is in a limited position to take on new PhD candidates.






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
PhDDevelopment and Validation of the Authentic Leader Behaviour Index (ALBI): Conceptualising and measuring contemporary leadership2016
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


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 entrepreneurship
Candidate: Niyan Kwame Omari Fraser
PhDGay Neo-tribes: An exploration of space and travel behaviour
Candidate: Oskaras Vorobjovas-Pinta