Prof Peter Thirkell

Peter Thirkell profile picture photograph


Professor Peter Thirkell, PhD Ivey School, University of Western Ontario (Canada), is a Professor of Marketing, in the School of Marketing and International Business, Victoria University of Wellington, NZ.

His major area of interest lies in strategic marketing and understanding the impact of Internet technologies upon marketing theory and practice. He also has interests in the intersection between marketing innovation, new product development, and design. Peter served as Head of the School of Marketing and International Business following its formation in 2001, and for three years as Dean of the Business School until January 2008.

He has commercial experience with a major exporting company, and with Colgate-Palmolive (NZ) Ltd. Professor Thirkell has published in academic and trade journals, including the Journal of Strategic Marketing, Journal of Market Focused Management, European Journal of Marketing, Journal of Marketing Management and the Journal of Services Marketing.

He is also an expert in the development of flexible learning tools using new media technologies.


MCA Well, PhD W Ont

Current research projects

Internet Marketing Developments. Working paper on state of B2C marketing in USA completed. Journal paper under development on blending of diffusion and consumer behavior concepts as a means of better understanding consumer migration to Internet-based purchasing.

Marketing in the Enterprise. The role of marketing and CMO’s (Chief Marketing Officers) continues to evolve in a rapidly changing business environment. This project focuses upon the demands and requirements of marketing as a strategic business function, and how marketing managers can best be equipped to function effectively within this context.

Advertising Practices. This is an update of a 1990’s project examining advertising practices within New Zealand firms. At that time the major development area was direct marketing. The focus of the present project is focusing on the perceptions of marketing managers about the new media (including online) environment, and the extent to which this is changing marketing communication approaches.

Research interests

Marketing strategy, Internet Marketing, Innovation and New Product Development, Exporting.

Postgraduate Supervision (Master's/PhD)

Four PhD completions, seven Master's completions, and currently supervising four PhD students.

Achievements and awards

  • Fellow of the Australia New Zealand Marketing Academy, 2007.
  • Pro Vice Chancellor and Dean of Commerce, Victoria University of Wellington, 2005–2007.
  • Association of Commonwealth Universities Scholar, 1993.
  • American Psychological Association Dissertation Merit Award, 1981.
  • Canadian Commonwealth Scholar, 1977–1980.

Teaching interests

Strategic Marketing Management, Internet Marketing, Marketing Innovation and Design, International Marketing.

Selected publications

“Job Resourcefulness, Job Burnout and Service Recovery Performance: An Examination of Call Centre Frontline Employees,” with N Ashill, M Rod and J Carruthers, Journal of Services Marketing, Vol 23, 2009.

“The Strategic Value of CRM: A Technology Adoption Perspective,” with J Richard and S Huff, Journal of Strategic Marketing (Special Issue), Dec 2007, pp 377-395.

“Relationship Marketing and Customer Loyalty in a Retail Setting: A Dyadic Exploration,” with Anne Souchon and Leanne Too, Journal of Marketing Management, Vol. 17, No. 3-4, April 2001, pp. 287-320.

“Driving International Business Performance Through Use of Internet Technologies: A Survey of Australian & New Zealand Exporters,” with Sirinuch Srirojanant, in Asia-Pacific Issues in International Business, Sidney Gray, Sara McGaughey and William Purcell (eds.), Edward Elgar: Cheltenham UK, 2001, pp. 53-88.

“Relationship Marketing and its Synergy with Web-based Technologies,” with Sirinuch Srirojanant, Journal of Market-Focused Management, Vol. 3, No. 1, 1998, pp. 23-46.

“Export Performance: Success Determinants for New Zealand Manufacturing Exporters,” with Ramadhani Dau, European Journal of Marketing, Vol. 32, No. 9/10, 1998, pp. 813-829.

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