Martyn Gosling

Dr. Martyn Gosling serves as a Lecturer (Teaching) in the School of Marketing and International Business at Victoria University of Wellington, leveraging nearly four decades of professional experience as a journalist, government communications director, and business strategy consultant in both public and private sectors.

Education:

• PhD from Victoria University of Wellington (2018)
• Masters of Business Administration from Victoria University of Wellington (2006)

Research Focus: His scholarly work centers on developing a general theory of markets through social practice perspectives, specifically examining how institutional practices define market boundaries. Using abductive hermeneutic methodology, he investigates market actor performances and boundary parameters that stabilize exchange systems, contributing significantly to service-centric market theorizing with implications for competitive strategy and policy development.

Publication Evolution: His research trajectory (2013-2022) demonstrates consistent application of social practice theory across diverse contexts—from e-learning in Islamic cultures to New Zealand telecommunications—while maintaining core marketing theory foundations. The 2022 shift toward sustainability education in information systems reveals expanding interdisciplinary engagement while preserving methodological continuity.

Academic Contributions: Gosling actively supervises postgraduate research and delivers comprehensive instruction across marketing curricula, including strategic marketing, consumer behavior, and sustainability-focused social marketing. His teaching schedule through 2026 demonstrates ongoing institutional commitment to developing practical marketing competencies grounded in theoretical rigor.