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Dr John Guthrie, Senior Lecturer

BCom, MCom, PhD, DTertT (Otago)

Room: Otago Business School 4.12
Tel: +64 3 479 8159

John Guthrie profileJohn had a successful career in selling, sales management and retailing before joining the department in 1988. His teaching is in the areas of Retailing, Personal Selling and Sales Management, and Sports Marketing.

His research interests are in Retailing and Sports Marketing. In Retailing, these include the changing structure of retailing and the 'retail-scape', the growth of non-traditional retailing, retail crime and loss prevention (author of the NZ Survey of Retail Crime and Loss Prevention), the use of geographic information systems in the retailing industry, and staff training.

He also undertakes research on farmers' markets in New Zealand, with emphasis on their growth, their role as business incubators, and competition with other players in the distribution channel.

In Sports Marketing his research areas include event management, and fan equity.
He has extensive experience with sports organisations in New Zealand, including the NZ Masters Games. John is on the Executive of the New Zealand Bobsled and Skeleton Association, with responsibility for Olympic selection. He is the Director of the NZ Centre for Retail Research and Studies, and Chairman of the South Pacific Association of Retailing Educators.

Teaching responsibilities

John’s current teaching responsibilities include:

Office Hours

John is currently on leave. All inquiries regarding John's teaching & research should be directed to the Department Manager, Moira Kliegl (

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Potdar, B., Guthrie, J., & Gnoth, J. (2017). Encouraging shoplifting prevention with quality relationships: A theory of planned behaviour perspective. International Journal of Retail & Distribution Management. Advance online publication. doi: 10.1108/IJRDM-12-2016-0240

Potdar, B., Guthrie, J., & Gnoth, J. (2016). Effects of stakeholder relationship quality on efficient retail crime prevention: A research agenda. In D. Fortin & L. K. Ozanne (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era. (pp. 715-722). Christchurch, New Zealand: Department of Management, Marketing, and Entrepreneurship, University of Canterbury. [Full Paper]

Guthrie, J., Hoek, J., Darroch, E., & Wood, Z. (2015). A qualitative analysis of New Zealand retailers' responses to standardised packaging legislation and tobacco industry opposition. BMJ Open, 5(11), e009521. doi: 10.1136/bmjopen-2015-009521

Henry, J. A., Guthrie, J. C., & McLeod, G. F. H. (2015). A model of supermarket pricing behaviour. Asian Journal of Business Research, 5(2), 44-57. doi: 10.14707/ajbr.150016

Guthrie, J., Darroch, E., & Hoek, J. (2015). How do retailers think plain packaging of tobacco products will affect their business? In S. Rasouli & H. Timmermans (Eds.), Proceedings of the 22nd European Institute of Retailing and Services Studies (EIRASS) Recent Advances in Retailing and Services Science Conference. (pp. 30). EIRASS. [Abstract]

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