Professor Steve Greenland

PhD, MSc, BSc (Hons)

Professor in Marketing

Dr Steven Greenland is Professor in Marketing and the Discipline Leader for Management and Marketing at the Charles Darwin University Business School.

Professor Greenland's career includes 10 years in senior management positions at international market research agencies, as well as 20 years in academic roles at Australian and UK universities. He has managed projects across Africa, Asia, Europe and the Americas, and has helped shape the marketing strategies and business decisions of leading international organisations from numerous sectors including:

  • advertising and media
  • agriculture
  • aid and development
  • airlines
  • automotive
  • charities/non-profit
  • financial services
  • fast moving consumer goods
  • hospitality
  • petrol
  • pharmaceutials
  • public services and government
  • retailing
  • telecoms

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Research & grants

Professor Greenland's research outputs include more than 25 articles published in prominent marketing, management, social science and public health journals. Current research interests include:

  • CSR and sustainability
  • Drivers of life quality and living standards
  • Innovation adoption barriers
  • Online student retention and pedagogy
  • Research methodologies
  • Tobacco and alcohol marketing

Recent grants / funding

Greenland, S.J. (2017-2018) Investigating opportunities and challenges of online learning in the Asia Pacific region. ($10,000 CDU Business School research funding).

Dalrymple, J., Greenland, S.J., Levin, E.,  & O’Mahony, B. (2014-2015) Decision factors in irrigation system selection ($110,000) funded by the Federal Government’s Entrepreneur’s Infrastructure Program (previously the Enterprise Connect Researchers in Business program) and the world’s largest drip irrigation manufacturer.

Teaching

Teaching areas

With a mixed academic-industry background Professor Greenland brings business theory to life in the classroom and provides students with practical insights. At the CDU Business School he currently teaches in the areas of:

  • Analytics and performance analysis
  • Customer behaviour
  • Organisational decision making
  • Research methods
  • Strategy

Qualifications

PhD - Marketing, University of Manchester, UK  -  Thesis: Measurement and Assessment of the Impact of Atmospherics on Consumer Behaviour - funded by five leading UK banks
PG Cert ODE
- Postgraduate Certificate in Online and Distance Education, Open University, UK
PG Cert LT
- Postgraduate Certificate in Learning and Teaching, University of North London, UK
MSc
- Marketing, University of Manchester, UK
BSc (Hons)
- Geography, University of Manchester, UK

Publications

Since 2014

Peer reviewed journal articles

(Journal ranking from Australian Business Deans Council, 2016 and ERA, 2010).

Moore, C. & Greenland, S.J. (2017) Employment driven online student attrition and the assessment policy divide: An Australian open access higher education perspective, Journal of Open, Flexible and Distance Learning, 21 (1), 52-62.

Nguyen, T., Lobo, A., & Greenland, S.J. (2017). Energy efficient household appliances in emerging markets: The influence of consumers' values and knowledge on their attitudes and purchase behaviour. International Journal of Consumer Studies, 41(2), 167-177. (ABDC-A).

Nguyen, T.N., Lobo, A. & Greenland, S.J. (2017). The influence of cultural values on green purchase behaviour, Marketing Intelligence & Planning, 35(3), 377-396. (ABDC-A).

Nguyen, T.N., Lobo, A. & Greenland S.J. (2017). The influence of Vietnamese consumers’ altruistic values on their purchase of energy efficient appliances, Asia Pacific Journal of Marketing and Logistics, 29(4), 759–777 (ABDC-B).

Greenland, S. J. (2016) The Australian experience following plain packaging: the impact on tobacco branding. Addiction, 111(12), 2248–2258. (ERA-A)

Nguyen, T.N., Lobo, A. & Greenland S.J. (2016). Pro-environmental purchase behaviour: the role of consumers’ biospheric values, Journal of Retailing and Consumer Services. 33, 98-108. (ABDC-A)

Greenland, S.J., Johnson, L.W. & Seifi, S. (2016).  Tobacco manufacturer brand strategy following plain packaging in Australia: Implications for social responsibility and policy, Social Responsibility Journal, 12(2), 321-334. (ABDC-B)

Greenland, S.J., Combe, I.A. & Farrell, A.M. (2016).  Stakeholder preference and stated vs derived importance satisfaction research, International Journal of Market Research, 58(1), 35–56. (ABDC-B)

O'Mahony, B., Dalrymple, J., Levin, E., & Greenland, S.J. (2016). The role of information communications technology (ICT) in sustainable water management practise, International Journal of Sustainable Agricultural Management and Informatics, 2(1), 79-92.

Greenland, S.J. (2015). Cigarette brand variant portfolio strategy and the use of colour in a darkening market. Tobacco Control, 24(e1), e65–e71. (ERA-A)

Greenland, S.J. & Rayman-Bacchus, L. (2014). Ethnography-photography: A visual approach to segmentation and living standard evaluation in emerging markets. Market and Social Research 22(1), 9–21. (ABDC-C)

Greenland, S.J. & Moore, C. (2014). Patterns of online student enrolment and attrition in Australian open access marketing education: A preliminary case study. Open Praxis, 6(1), 45–54.

Book chapters / contributions

Greenland, S. J., Dalrymple, J., Levin, E., & O'Mahony, B. (2018). Improving water sustainability: Strategies for Effective Farm Water Management and Encouraging the Uptake of Drip Irrigation, in D. Crowther, S. Seifi & A. Moyeen (Eds.), The Goals of Sustainable Development, pp. 111–123. Approaches to Global Sustainability, Markets, and Governance book series, Springer. 

Morton, A. & Greenland, S.J. (2018). Tobacco CSR and the Ethics Game Paradox: A Qualitative Approach for Evaluating Tobacco Brand Name Strategy Following Plain Packaging, in D. Crowther, S. Seifi & A. Moyeen (Eds.), The Goals of Sustainable Development, pp. 179–192. Approaches to Global Sustainability, Markets, and Governance book series, Springer. 

Greenland, S.J. (2015). Various entries in C. Cooper (Ed.), The Blackwell Encyclopedia of Management Volume IX (third edition). Oxford: Blackwell Publishing.

Peer reviewed conferences proceedings

Greenland, S.J., Wegner, A., Pfitzner, D., & Shukla, A. (2017). Multi-modal learning delivery in the diverse tertiary education environment. Seventeenth International Conference on Knowledge, Culture & Change in Organizations, Darwin, Australia.

Nguyen, T.N., Lobo, A. & Greenland S.J. (2017). Purchasing energy efficient appliances: knowledge, attitudes, inconvenience. Australia and New Zealand Marketing Academy (ANZMAC) Conference Proceedings, Melbourne, Australia.

Greenland, S.J., Dalrymple, J., Levin, E. & O'Mahony, B. (2016). Overcoming barriers to sustainable farm water management approaches in Australia. Proceedings of the 15th International Conference on Corporate Social Responsibility and 6th Organisational Governance Conference, Melbourne, Australia, 100-109.

Morton, A. & Greenland, S. J. (2016). The ethics game paradox and investigating tobacco brand names after plain packaging, Proceedings of the 15th International Conference on Corporate Social Responsibility and 6th Organisational Governance Conference, Melbourne, Australia, 152-162.

Nguyen, T.N., Lobo, A. & Greenland S.J. (2016). Promoting sustainable energy consumption in an emerging market. Proceedings of the 15th International Conference on Corporate Social Responsibility and 6th Organisational Governance Conference, Melbourne, Australia, 163-173.

Moore, C. & Greenland, S.J. (2016). Online higher education providers: Future assessment policy and procedures, Distance Education Association of New Zealand (DEANZ) Conference Proceedings, Hamilton, New Zealand.

Greenland, S.J. & Moore, C. (2015). Online student attrition in Australian open access marketing education. Australia and New Zealand Marketing Academy (ANZMAC) Conference Proceedings. Sydney, Australia.

Nguyen, T.N., Lobo, A. & Greenland S.J. (2015). The influence of values on pro-environmental behaviour: Towards a conceptual framework. Australia and New Zealand Marketing Academy (ANZMAC) Conference Proceedings. Sydney, Australia.

Dalrymple, J., O'Mahony, B., Levin, E., & Greenland, S.J. (2015). ICT as a catalyst for innovation diffusion, 7th International Conference on Information and Communication Technologies in Agriculture, Food and Environment (HAICTA), Kavala, Greece.

Greenland, S.J. (2015). Key Note / Plenary Presentation - Tobacco industry tactics to undermine plain packs and other tobacco control policies: Lessons from Australia, UK Nicotine and Smoking Cessation Conference, Manchester, UK.

Greenland, S.J. (2014). Informing emerging market CSR by identifying the fundamentals of living standard and life quality. 13th International Conference on Corporate Social Responsibility. Bradford, UK.

Selected media

The Australian (2017)Online courses should allow for students' work demands, Bernard Lane, 19 July.  Available at: http://www.theaustralian.com.au/higher...for.../45fa956926f97c56a0a69002e2b1c2d5

ABC News (2017). Why students are dropping out of online university courses, Ky Chow, 14 July.  Available at: http://www.abc.net.au/news/2017-07-14/why-students-are-dropping-out-of-online-university/8710902

The Conversation  (2017).  Student employment and inflexibile university policies drive online drop out, 14 July.  Available at: https://theconversation.com/student-employment-and-inflexible-university-policies-drive-online-drop-out-79498

Drink Tank (2017). How we are being hoodwinked by detrimental marketing tactics, 13 June, Foundation for Alcohol Research and Education.  Available at: http://drinktank.org.au/2017/06/how-we-are-being-hoodwinked-by-detrimental-marketing-tactics/

Pint of Science (2017).  Marketing Smoking, Inspiring Australia series of public talks, funded by The Commonwealth, 16 May.  Available at:  https://pintofscience.com.au/event/marketing-smoking

The Conversation (2016). How the tobacco industry is gaming Australian health regulations. 2 November.  Available at: https://theconversation.com/how-the-tobacco-industry-is-gaming-australian-health-regulations-67156

Professional associations

  • Australian & New Zealand Marketing Academy (ANZMAC)
  • Member of the Higher Education Academy

Contacts

T: 08 8946 8804
E: steven.greenland@cdu.edu.au

CDU Business School
Darwin Waterfront
21 Kitchener Drive,
Charles Darwin University
Darwin NT 0800