معرفی
Dr. Nic Lees is a Senior Lecturer in the Department of Agribusiness and Markets at Lincoln University, New Zealand, where he serves as Director of the Agribusiness and Food Marketing Programme. With expertise spanning agri-food supply chain management, marketing, and strategic management, Dr. Lees investigates how to improve competitive advantage in agri-food systems through higher-value products and responsiveness to consumer demands for quality food. His work bridges academic theory with practical industry applications and government policy development.
Dr. Lees holds a PhD from Lincoln University, an MBA with Distinction from the University of Canterbury, and a Bachelor of Horticultural Science with Honors from Massey University.
Dr. Lees' research focuses on agrifood value chains, food marketing, and agribusiness strategic management. He examines how supply chain relationships impact performance, how consumer behavior affects meat purchasing decisions, and how sustainability initiatives can create competitive advantage. His work addresses critical issues including responsible consumption and production (UN Sustainable Development Goal 12) and life on land (Goal 15), with applications across New Zealand, Ireland, Papua New Guinea, and Vanuatu. He investigates how to capture price premiums by delivering higher-value products that meet consumer demands for consistently high-quality food.
Analysis of Dr. Lees' publication record reveals a consistent focus on agri-food supply chain dynamics, with particular attention to relationship quality, sustainability branding, and value creation. His work spans theoretical contributions to supply chain management while maintaining strong industry relevance. Recent publications show increasing attention to sustainability transitions in agrifood systems and the development of educational programs for future agribusiness specialists.
- Best paper award - International Food and Agribusiness Management Association Academic Symposium (2023)
Dr. Lees actively supervises postgraduate research, with completed theses examining mobile technology adoption by Nigerian farmers and cooperative models in Papua New Guinea. He serves as an examiner for courses in Agribusiness Strategic Management and Integrated Agribusiness and Food Marketing Strategy. Beyond academia, Dr. Lees contributes to industry through media engagements with major outlets including Radio New Zealand, Farmers Weekly, and Bloomberg Green, and serves on the Ministry of Primary Industries 'Dairy-Beef Integration' Science Accelerator Leadership Group, helping shape New Zealand's agricultural future.
