Professor Roberta Crouch

As Professor of Business Management, I provide academic leadership in teaching and research, across numerous business disciplines at the College of Business, Government and Law.

With the launch in April 2020 of our new bachelor degree in International Business (Wine, Spirits and Tourism) I also take on the role of director of our wine business programs. This exciting, industry driven degree is the result of critical input from international and Australian experts in the sector and my many years of academic, wine business education management, research and industry engagement experience.

I am a former Director the MSc in Wine Business at the ESC Dijon Bourgogne School of Wine and Spirits Business (France), and also a past Director of the Masters in Wine Business program and Chair of the University of Adelaide Wine Future Research Cluster. I have researched consumer behaviour, and more specifically the drivers of premium purchase decisions respective to wine, extensively both nationally and internationally in established and developing markets.

My particular areas of interest include country of origin effects, the power of non-intrinsic product cues to influence perceptions of product and service quality and the development of online strategies and social media to build brand attachment through virtual communities and live streaming events. My work has been published in Australian industry publications and internationally in highly regarded academic journals. I have extensive experience as a leader of internationally based wine business research projects; and I have completed research projects for the Wine Makers' Federation of Australia and a number of projects for Wine Australia.