Louise Grimmer
Lecturer in Marketing
Department of Business and Economics
University of Tasmania
Australia
Biography
Louise is a marketing and communications professional with over twenty years’ experience in public relations, communications and marketing. In addition to holding a number of senior PR/Marketing roles, Louise previously worked as the Chief of Staff to the Vice-Chancellor at the University of Tasmania. Louise currently teaches and researches in marketing, concentrating on retailing and integrated marketing communications. Her current research focus is on small, independent retailers, retail precincts, tourist visitation to local shops and eateries, and the use of digital marketing by small firms.
Research Interest
Louise’s research aligns with the University research theme Creativity, Cultures and Society. Her research interests include understanding the factors and resources that contribute to small retail firm success. In particular, identifying which resources are associated with higher levels of financial performance. Louise’s research also examines factors impacting tourist visitation to local shops and eateries as well as the role of digital marketing in small retail firms.
Publications
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Grimmer L. Is it so hard to say sorry? Revisiting image restoration theory in the context of Australian supermarkets. Asia Pacific Public Relations Journal. 2017 Aug 30;18:17-32.
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Grimmer L, Miles MP, Grimmer M. The performance advantage of business planning for small and social retail enterprises in an economically disadvantaged region. European Journal of International Management. 2016;10(4):403-21.
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Grimmer L, Miles MP, Grimmer M. A research note on the effect of entrepreneurial orientation on small retailer performance: a resource-advantage perspective. International Entrepreneurship and Management Journal. 2015 Jun 1;11(2):409-24.
