Publications

Careless (food) marketing : a caring agenda for studying food

Tonner Andrea, Wilson Juliette, Cappellini Benedetta

European Journal of Marketing Vol 60, pp. 589-612 (2026)

https://doi.org/10.1108/ejm-04-2024-0332

Why not use personal norms in message framing? : Understanding the importance of self-consciousness and green preference when promoting pro-environmental behaviour

Zhou Yuanyuan, Wilson Juliette, Karampela Maria, de Groot Judith

Journal of Environmental Psychology Vol 110, pp. 1-52 (2026)

https://doi.org/10.1016/j.jenvp.2026.102938

Enhancing inclusion through a service infrastructure of kindness

Hamilton Kathy, Wilson Juliette, Porteous Holly

Marketing Theory (2026)

https://doi.org/10.1177/14705931261428729

Every Tree Tells a Story : the treescape and citizen wellbeing

Dodd Sarah, Wilson Juliette, Zeinali Shahrzad, Dick Gillian, Currie Etive, Johnson Michael, Bonner James

Ecological Frontiers Vol 46, pp. 636-646 (2025)

https://doi.org/10.1016/j.ecofro.2025.10.015

Actor engagement behaviors as forms of institutional work : insights from a food waste setting

Ozgen Genc Tugce, Wilson Juliette, Alexander Matthew, Conduit Jodie

Journal of Service Management Vol 36, pp. 661-689 (2025)

https://doi.org/10.1108/JOSM-03-2023-0105

The role of place in facilitating migrant entrepreneurship

Hillier Maria, Lassalle Paul, Shaw Eleanor, Wilson Juliette

Institute for Small Business and Enterprise (ISBE) Conference (2025)

More publications

Teaching

I have been nominated in the last eight consecutive years (2011-2018) by students as part of Strathclyde's Teaching Excellence awards across all categories (best overall, most passionate, most innovative, most supportive). In 2017, I won Best Teacher in Faculty and was shortlisted for most supportive teacher in the entire University.  

I teach at both Undergraduate and Postgraduate level. Most of my teaching is centred around Marketing Research, Research Methods and Dissertation Skills and I co-ordinate and deliver classes on these at all levels. I also co-ordinate the Marketing Dissertation at both Undergraduate and Postgraduate level. I helped develop the programme for our new Digital Masters in Marketing; and will be teaching on that and our new Small Business Marketing class from September 2019.

I have overseas teaching experience and taught at ESC Clermont over a number of years as an invited Professor as part of their International Week. I have been an invited speaker at the Scottish Entrepreneurship Research Seminar (2018); Royal Society of the Arts (2017); CoHERE Horizon 2020 Workshop (2017); International Colloquium on Relationship Marketing (2014); and the Scottish Colloquium on Food and Feeding (2011).

I have extensive supervisory experience at PhD, MSc and UG levels: I have supervised over 100 PhD/ MSc Masters’ student’s industry projects/ UG student dissertations and theses.

I have experience of leading action research workshops using entrepreneurship business models and frameworks.

I have strong quantitative and qualitative methods expertise.

Research Interests

My research interests are focused on exploring the role of networking and wider market practices of small and medium sized firms. Within this field I have particular interest in hybrid organisational structures and alternative and non-mainstream markets.  I have conducted research in a variety of specific sectors such as the creative industries, craft and artisanal sectors and food and farming. 

Current research projects include: innovation and growth in the craft beer sector; the feasibility of the social enterprise model in tackling health inequality; the role of festivals on the economic and social development of local communities and a project exploring the transformative impacts of everyday service encounters.

Highlights:

• In 2017, I led a Scottish Universities Insights Institute funded pan-European project with academic and industry partners from 9 European Countries on networking practices in the craft beer sector.     
• Lead Author of White Paper: Crafting Growth; Exploring the Emerging Potential and Challenges for Scotland’s Craft Beer Sector, IPPI (2018).
• Institute for Small Business and Entrepreneurship Awards for Best Paper 2012 and 2016.

My work has been published in the International Journal of Management Reviews, the Journal of Technological Forecasting and Social Change, International Small Business Journal, International Journal of Entrepreneurship and Innovation, Thunderbird International Business Review, Consumption, Markets and Culture, Advances in Consumer Research, Journal of Marketing Channels, International Review of Retail Distribution and Consumer Research, International Journal of Retail and Distribution Management, and the British Food Journal.

I am an editorial board member Industrial Marketing Management. I also review for the International Small Business Journal; European Journal of Marketing; Journal of Business Research; Technological Forecasting and Social Change; Journal of Sustainable Tourism; and the International Journal of Entrepreneurship and Innovation.

Professional Activities

Theoretical Challenges and Methodological Frontiers in Food Services Marketing

Participant

9/5/2025

Every Tree guest lecture and post carding workshop at Glasgow School of Art

Speaker

20/3/2025

Glasgow Caledonian University, Cowcaddens Road, Glasgow

Visiting researcher

6/3/2025

Academy of Marketing Conference

Organiser

2025

Cycling for Regeneration Workshop - The Kirkpatrick Cycle Route

Organiser

29/4/2024

“Every Tree Tells a Story: Gathering and sharing stories of the social-ecological value of trees to people”, Proofing Future Europe: On forests in cities

Speaker

22/6/2023

More professional activities

Projects

Making motherhood work: Supporting mothers in academia

McMillan, Carolyn (Principal Investigator) Arshed, Norin (Co-investigator) Wilson, Juliette (Co-investigator)

There is no shortage of literature surrounding academic mothers and the stark differences between men and women in academia in terms of promotion rates, salary, and workload, amongst other factors . Research highlights that there has only been a marginal improvement for academic mothers in recent decades . This is not only detrimental at an individual level, but also represents lost potential economic and social value at an institutional level. As key stakeholders, mothers need a voice and a role in shaping policy and practice within academia.

In response to calls encouraging universities to better support mother academics, the Making Motherhood Work project aims to support the professional development of academic mothers at the University of Strathclyde by exploring the challenges and barriers they face when juggling their caring responsibilities and developing their careers within the institution.

Funded by the University of Strathclyde's Institutional Funding for Research Culture Award, Cultures of Collaborative Research (Wellcome Trust).

01-Jan-2025 - 31-Jan-2025

Enhancing Data-driven skills development for PGR

Kim, Hyoje (Principal Investigator) Briken, Kendra (Principal Investigator) Wilson, Juliette (Principal Investigator)

15-Jan-2024 - 20-Jan-2025

From the Rhins of Galloway to the Rhine - Every Cycle Tells a Story

Wilson, Juliette (Principal Investigator) Harrington, Deirdre (Principal Investigator) Bonner, James (Co-investigator) Drakopoulou Dodd, Sarah (Co-investigator)

Building on the legacy of the 2023 Union Cycliste Internationale (UCI) Combined World Cycling Championships and the awarding of the ‘Bike City’ label to Glasgow in 2019 and the South of Scotland in 2023, this project aims to set the groundworks for the co-creation and enactment of an inter-disciplinary, cross-national study of long-distance cycle routes in Europe.

Long distance cycle trails (also called greenways, routes, trails or ways) are designated and waymarked routes connecting locations of natural and cultural wealth for leisure and tourism cycling. They are also complex social structures that have the potential to (re-)generate diverse forms of capital for regional socio-economic, health, environmental and cultural development. Current measures of the benefits of these routes are underdeveloped, tending towards narrow and traditional economic metrics. These cannot fully analyse cycling’s inherent and contested complexity. There is a strong need for alternative methodological approaches that consider wider dimensions and outputs of success for long-distance cycling routes.

We propose a series of mobile (by bicycle) workshops and data collection sessions on two long-distance cycling routes. Namely the Kirkpatrick C2C route in South of Scotland, and the EuroVelo Rhine routes which traverses The Netherlands, Belgium and Germany. These routes have been chosen because they represent both emerging and established long-distance cycle routes. These workshops will allow for a uniquely nuanced and multifaceted analysis of success, challenges and possibilities and set the stage for an inter-disciplinary European funding application. The methods used will be innovative and flexible. The named SBS and HaSS team members have a recognised expertise in citizen social science collaborations (see Active Mobility and Every Tree Tells a Story, for example) as well as more traditional quantitative and qualitative approaches. These methods allow for rich, inclusive, and reflective evidence to be generated for policy makers and local authorities in a variety of disciplines beyond business and enterprise. The HASS PI leads the Strathclyde Active Mobility Hub which is a cross-Faculty multi-discipline group with specialised knowledge on cycling infrastructure, health, education, and social development.

We have assembled research and practice collaborators who are based on the two routes and we are well-networked to gather more. These collaborators will facilitate the delivery of our novel, immersive and visible project. We are well-placed to break new ground in the applied understanding of cycling route’s intersections with three UKRI strategic themes, specifically:
•Securing better health, ageing and wellbeing;
•Creating opportunities and improving outcomes;
•Building a green future.

11-Jan-2024 - 31-Jan-2025

Economic and environmental impact of Scottish Public Sector Procurement: measuring "doing good"

Wagner, Beverly (Principal Investigator) Wilson, Juliette (Principal Investigator)

Two workshops intended as fact finding exercises to assess factors that help and hinder the economic and environmental impact of Scottish Public Sector Procurement.

30-Jan-2022 - 31-Jan-2023

Feasibility Study into the Options for Improved Analytics within Elcom’s MI Platform

Wagner, Beverly (Principal Investigator) Wilson, Juliette (Co-investigator)

01-Jan-2022 - 31-Jan-2023

Modern Slavery: An Explorative Review (Saorsa)

Wagner, Beverly (Principal Investigator) Wilson, Juliette (Co-investigator)

01-Jan-2022 - 30-Jan-2023

More projects