معرفی
Dr Tim Baird serves as a Senior Lecturer in the Department of Agribusiness and Markets at Lincoln University's Faculty of Agribusiness and Commerce in Christchurch, New Zealand. He currently holds the position of Program Director for the BCom (Marketing) program since February 2021. His academic work is deeply integrated with the New Zealand wine industry context, focusing on both local and international marketing challenges faced by businesses in Aotearoa New Zealand.
Dr Baird holds a PhD, MCom (Hons), and BCom (Hons), all earned from the University of Canterbury. His linguistic abilities include Māori (spoken), French (read, write, speak, understand), and Irish (read, write, speak, understand), which significantly enhances his research capabilities in cross-cultural contexts. His work aligns with multiple UN Sustainable Development Goals including Quality Education, Clean Water and Sanitation, Industry Innovation and Infrastructure, Sustainable Cities and Communities, Responsible Consumption and Production, and Climate Action.
Dr Baird's research spans wine and food marketing with particular emphasis on tourism, sustainability, and innovation. His work examines consumer behavior related to wine and food, wine industry attitudes toward sustainability, green marketing practices, and branding of New Zealand wines. Recent research has expanded to include virtual wine tourism marketing responses to the Covid-19 pandemic and investigations into migrant worker treatment within the New Zealand wine industry. His publications consistently explore the intersection of marketing theory with practical applications in agricultural and viticultural contexts.
Analysis of Dr Baird's 15 most recent publications reveals a strong thematic focus on sustainability in wine production and tourism, consumer behavior during the pandemic, and innovation in agricultural marketing. His work demonstrates a consistent pattern of examining how external disruptions (natural disasters, pandemics) affect consumer preferences and industry practices, particularly in the wine sector. The research often employs comparative international methodologies, with a strong emphasis on cool climate wine regions.
Dr Baird actively contributes to academic service as a reviewer for the Journal of Foodservice Business Research and serves as a Faculty of Agribusiness and Commerce Representative for the Tertiary Education Union (TEU). His teaching portfolio includes examination duties for Marketing Strategy Online (MKTG672), Global Trends and New Market Opportunities in Horticulture (MKTG105), and Promotion Management (MKTG321).
- Member of Tertiary Education Union [TEU]
- Faculty of Agribusiness and Commerce Representative
- BCom (Marketing) Programme Director
- Reviewer for Journal of Foodservice Business Research
