Wine and Viticulture

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Marianne McGarry Wolf, Ph.D.

Marianne Wolf

Professor, Wine Business

Office: Building 10, Room 213
Phone: 805-756-5000
Office Hours: Current Quarter
Curriculum Vitae: Wolf CV (pdf)


Ph.D. Johns Hopkins University, Economics
M.A. Johns Hopkins University, Economics
B.A. Johns Hopkins University, Economics

Introductory Statement/Overview

Dr. Wolf earned her B.A., M.A. and Ph.D. at Johns Hopkins University in Economics.  Dr. Wolf is a Professor of Wine Business at California Polytechnic State University. Dr. Wolf’s research interests examine the factors that motivate consumers to buy a particular brand of wine or food. She has coauthored two books on the topic of simulated test marketing and marketing new products successfully.  In addition, she has authored twelve chapters in four books examining the factors that impact the demand for food products.  Her numerous published research projects examine food and wine consumers in the United States, Australia, Italy, Spain, Ireland, Colombia, Finland and Japan.  Her most recent contributions to literature concern consumer attitudes toward wine labels, fair trade, wine closures, the use of social media in wine marketing and the use of technology in wine purchasing.

Her social media marketing research led to research and publications in the application of social media to enhance education and professional communications. The results of the research led her to co-found ValuePulse, a platform that delivers relevant current content for conversations and collaboration for business and higher education.

Selected Publications Last 2 Years

2016 - Chapter in Successful Social Media & Ecommerce Strategies in the Wine Industry, Edited by Gergely Szolnoki, Liz Thach and Dani Kolb.Marianne McGarry Wolf, Lindsey M. Higgins and Mitchell J. Wolf, “Wine on Facebook: A look at Millennial’s Wine Information Search;” Chapter 2, January 2016. Book winner, The International Organization of Vine and Wine OIV Special Mention in the Economics Category.

2016 - Lindsey M. Higgins and Marianne McGarry Wolf. “Are There Differing Strategies for Social Media Use by Winery Size in California?” International Journal of Entrepreneurship and Small Business, Forthcoming 2016

2016 - Lynn Hamilton, R Richard Warren Grant, Marianne McGarry Wolf, Leah Greden Mathews. “The Value of Undergraduate Research: A Study of Agribusiness Alumni Perceptions 1,” NACTA Journal, Volume 60, Issue 2, 2016.

2016 - Lindsey M. Higgins and Marianne McGarry Wolf. “Millennials as Luxury Wine Buyers in the United States?”  International Journal of Wine Business Research, Volume 28 Issue 3.

2015 - Lindsey M. Higgins, Marianne McGarry Wolf, Rachel Bitter, and William Amspacher. “Winery Distribution Choices and the Online Wine Buyer,” The Journal of the Food Distribution Research Society, Volume 46 Issue 3, November 2015

2015 - Xiaowei Cai, Lindsey Higgins, and Marianne McGarry Wolf.  “Millennials Leaning In: Can Women in Agribusiness Benefit from Technology and Social Collaboration in Higher Education,” International Food and Agribusiness Management Review, Volume 18 Issue 2, 2015

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