Jonathan Elms

Professor Jonathan Elms serves as Pro Vice-Chancellor and Dean of Massey Business School at Massey University, holding the prestigious Sir Stephen Tindall Chair Professor in Retail Management. His academic leadership spans international institutions across Singapore, Canada, Austria, Australia, and New Zealand.

His research pioneers sociological and geographical approaches to retail markets, focusing on consumer experience in technology-integrated environments (AI, VR, self-service systems) and retail design. He critically examines marketplace behaviors among diverse consumer groups including disabled individuals and older shoppers, aligning with university themes of Design for Commerce, Health and Well-being, and Future Food Systems.

As a Doctoral Mentor Supervisor, Professor Elms guides graduate research while maintaining active engagement as a sought-after speaker on retail innovation and strategy at global forums. His work bridges theoretical frameworks with practical marketplace applications across multiple continents.