Dr Juliette Wilson

Senior Lecturer


Personal statement

I am Currently a Senior Lecturer in the Department of Marketing and Director of Learning and Teaching. I have also been Assocaite Dean of Strathclyde Business School and Deputy Directors of both the Postgraduate and Undergraduate Programmes.   I sit on the University Senate, University Estates Committee and University Discipline Committee. I am a Chartered Fellow of the Chartered Institute of Marketing (FCIM). Prior to becoming a lecturer I worked as a Research Fellow conducting research in the food industry where I worked with large and small companies, both nationally and internationally, examining issues related to relative competitiveness in the industry. 

I am a member of the editorial board for Industrial Marketing Management and Marketing Intelligence and Planning and a reviewer for the European Journal of Marketing and Journal of Customer Behaviour. In addition to my academic work I am a board member of Dunbartonshire Young Enterprise and an active member of the Marketing Society and the British Higher Education Academy.

In 2017-18 I acted as Budget Adviser to the Scottish Parliament's Rural Economy and Connectivity Committee.



Has expertise in:

    • Small Business Marketing
    • Strategic alliances
    • Network Studies
    • Alternative and non-mainstream markets
    • Green Marketing
    • Quantitative and Qualitative Research Methods

Prizes and awards

Best paper in Networks and Innovation Track, ISBE 2016, Paris
Nominee for Teaching Excellence
Nominee for teaching excellence
Shortlisted for Best Teacher in SBS Faculty
Nominee for Teaching Excellence Award
Best paper in Creative Industries and Entrepreneurial Track, Institute for Small Business and Entrepreneurship, 2012

more prizes and awards


How can social enterprises impact health and wellbeing?
Gordon Katy, Wilson Juliette, Tonner Andrea, Shaw Eleanor
International Journal of Entrepreneurial Behaviour and Research Vol 24, pp. 697-713 (2018)
Appraising research methods training for marketing
Gibbs Juliette, Harker Michael, Murdy Samantha, Evanschitzky Heiner, Stringfellow Lindsay
51st Academy of Marketing Conference (2018)
Appraising research methods for training for marketing
Harker Michael, Gibbs Juliette, Murdy Samantha, Evanschitzky Heiner, Stringfellow Lindsay
EMAC 2018 (2018)
The role of socially driven community food projects in a networked approach to tackling food insecurity
Gordon K, Wilson J, Tonner A, Shaw E
British Sociological Association Annual Conference 2018 (2018)
Crafting Growth : Exploring the Emerging Potential & Challenges for Scotland's Craft Beer Sector
WIlson Juliette, Karampela Maria, Danson Mike, Dodd Sarah
The craft beer sector : challenges and potentialities
Wilson Juliette, Karampela Maria
European Marketing Academy Conference 2018 (2018)

more publications


I have been nominated for University Teaching Excellence Awards for the last 6 years and in 2017 won Best Teacher in Faculty and was shortlisted for most supportive teacher in the University.  

I teach at both Undergraduate and Postgraduate level.  My main areas of teaching are: Marketing Research; Research Methods; Supply Chain Management; and Retailing.

I have also taught at ESC Clermont as an invited Professor as part of their International Week.

Research interests

My research interests are concentrated on strategic alliances and networks with a focus on small businesses.  A particular area of interest is around alternative and non-mainstream markets and the practices engaged in by those in these markets in a variety of specific sectors such as the creative industries, craft and artisanal sectors and food and farming. My PhD examined the use of international strategic alliances by UK food producers and, over the years, I have built upon this research interest to explore the role of networking and wider market practices of small and medium sized firms. 

I am currently Principal Investigator in a SUII funded pan-European project with academic and industry partners from 9 European countries investigating the ways in which networking practices in the craft beer industry can drive entrepreneurial start-up, innovation and growth processes.  My research in this area to date was recognised by a best paper award at the Institute of Small Business and Entrepreneurship Conference, 2016. We are exploring further funding opportunities. Other projects include a project working with a number of Scottish social enterprises exploring the impacts of the social enterprise model on the various facets of individual and community health and well-being. The particular focus is on community food initiatives, their impact on the social determinants of health and the influence of structure on their outcomes. 

My work has been published in the International Journal of Management Reviews, the Journal of Technological Forecasting and Social Change, International Small Business JournalInternational 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.

Professional activities

Technological Forecasting and Social Change (Journal)
Guest editor
Engage with Strathclyde 2015
4th BSA Food Study Group Conference, Food & Society 2014
Consumption, Markets and Culture (Journal)
Guest editor
Consumption, Markets and Culture (Journal)
Guest editor
18th International Colloquium on Relationship Marketing

more professional activities


External Examining for Marketing
Harker, Michael John (Principal Investigator) Murdy, Samantha (Co-investigator) Wilson, Juliette (Co-investigator) Brennan, Ross (Co-investigator) Ward, Janet (Co-investigator)
This project is collecting and disseminating views on the processes and practices of programme external examination for marketing programmes at UK institutions.
14-Jan-2017 - 16-Jan-2018
Postgraduate Research Methods Training for Marketing
Harker, Michael John (Co-investigator) Wilson, Juliette (Principal Investigator) Murdy, Samantha (Principal Investigator) Evanschitzky, Heiner (Co-investigator) Stringfellow, Lyndsey (Co-investigator)
This project is examining the past and present of research methods training for postgraduate research students in marketing in respect of historical and current trends and provision of training within doctoral programmes.
07-Jan-2017 - 16-Jan-2018
Building Growth: Deploying Entrepreneurial Capitals
Karampela, Maria (Principal Investigator) Wilson, Juliette (Co-investigator) Drakopoulou Dodd, Sarah (Co-investigator) Danson, Mike (Co-investigator)
Knowledge exchange event taking place during 'Engage with Strathclyde' Week 2017
04-Jan-2017 - 04-Jan-2017
Growing Strong: Growth Challenges, Opportunities and Potential Collaboration Models
Wilson, Juliette (Principal Investigator) Karampela, Maria (Co-investigator) Drakopoulou Dodd, Sarah (Co-investigator) Danson, Mike (Principal Investigator)
Event as part of the 'Crafting Growth' project funded by the Scottish Universities Insight Institute
29-Jan-2017 - 29-Jan-2017
Crafting Growth: Exploring emerging potential and challenges of extended collaboration for Scotland’s craft beer sector
Wilson, Juliette (Principal Investigator) Karampela, Maria (Co-investigator) Drakopoulou Dodd, Sarah (Co-investigator) Danson, Mike (Co-investigator)
The project follows the successful funding application to the Scottish Universities Insight Institute latest call ‘Learning from other places’. The SUII call was for projects that seek to engage in any type of knowledge exchange between Scotland and other parts of Europe. The team put together a proposal that involves the collaboration of academics, practitioners and industry support bodies from the UK and 9 other European countries. The project involves various research and knowledge exchange activities regarding innovative best practices in relation to 4 themes relevant to breweries: Sourcing, Producing and Distributing; Branding, Marketing and Communicating; Internationalisation; Contextual Challenges (regulation, support, legislation). The award is approx. £20,000.
13-Jan-2017 - 30-Jan-2017
Expanding the Domain of Festivals: The Hidden Entrepreneur in Festival Research
Arshed, Norin (Principal Investigator) Wilson, Juliette (Principal Investigator) Shaw, Eleanor (Principal Investigator)
01-Jan-2015 - 28-Jan-2017

more projects