Red X iconGreen tick iconYellow tick icon
Shelagh Ferguson 2022 imageBA(H-W) MA(Lincoln UK) PhD(Otago) DipM(UK)

Senior Lecturer

Room 4.07a Otago Business School
Tel +64 3 479 8452

Shelagh has taught and researched in the areas of marketing and tourism since 1996. In 2002 she joined the Marketing Department, after moving to New Zealand from the UK for a better quality of life and to undertake a doctorate. Her thesis investigated consumer narratives of commercial adventure experiences in relation to Generation Y, aspirations of 'cool' and identity creation.

Shelagh's current research focuses on bringing the everyday fabric of our lives into sharp perspective to challenge and critically review our collective and individual marketplace practices. If we can see clearly how and why we act as we do in the marketplace then we collectively and individually can make informed decisions regarding our agency and be smarter consumers for the benefit of ourselves and society. She applies this approach to the contexts of tobacco control and gendered marketing. Other interests centre on nuanced understanding of consumer experience utilising interpretive, ethnographic and videographic research methods.

My publications include the Journal of Business Research, Journal of Marketing Management, European Journal of Marketing, Consumption, Markets & Culture, Marketing Theory, Annals of Tourism Research, Qualitative Marketing Research and Tobacco Control.

When away from the University, I can be found on the top of the nearest mountain on either skis, crampons or mountain bike, accompanied by her trusty dog.

Teaching responsibilities

Shelagh's current teaching responsibilities include:

Office hours

Monday and Wednesday 2–3pm


Gurrieri, L., Prothero, A., Bettany, S., Dobscha, S., Drenten, J., Ferguson, S., … Tuncay Zayer, L. (2022). Feminist academic organizations: Challenging sexism through collective mobilizing across research, support, and advocacy. Gender, Work & Organization. Advance online publication. doi: 10.1111/gwao.12912

Edirisingha, P., Aitken, R., & Ferguson, S. (2022). Setting up home: The role of domestic materiality in extended family identity formation. Journal of Business Research, 147, 1-15. doi: 10.1016/j.jbusres.2022.03.049

Dobele, A. R., Ferguson, S., Hartman, A. E., & Schuster, L. (2022). Gender equity in the marketing academy: From performative to institutional allyship. Australasian Marketing Journal, 30(3), 185-194. doi: 10.1177/18393349211062269

Dobscha, S., GENMAC, including Ferguson, S. (2021). Connecting DEI to explicit and implicit gendered workplace discrimination, harassment, and assault: A commentary on 2019 Marketing Climate Survey. Marketing Letters, 32, 341-347. doi: 10.1007/s11002-021-09588-2

Teah, G., Hoek, J., Blank, M.-L., & Ferguson, S. (2021). Exploring young adults' psycho-social experiences of ENDS use: A qualitative systematic review. Proceedings of the Society for Research on Nicotine & Tobacco (SRNT) 27th Annual Meeting. (pp. 224). Retrieved from

Back to top