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Detlev Zwick

Adjunct Faculty


  • PhD in Marketing, University of Rhode Island, USA (2001)
  • MS in Sport Management, University of Memphis, USA (1997)
  • MA in Sport & Business, University of Cologne/Université de Montpellier (1995)
  • Digital Marketing Strategy
  • Social Media Marketing
  • High-Tech Marketing
  • Sustainability Marketing
  • Sport and Tourism Marketing
  • Marketing Portfolios of Offerings
  • Sustainable Management Practices
  • Leadership Skills
  • Web 2.0 Communication Strategy
  • e-Commerce
  • Interactive Marketing

Academic experience

  • Adjunct Faculty, SP Jain School of Global Management - Dubai, Singapore, Sydney (Current) 
  • Associate Professor of Marketing, Schulich School of Business, Toronto, Canada (2002-2007)
  • Visiting Professor, American University, Washington, DC, USA (2001-2002)

Consulting Experience

  • Vattenfall
  • Toronto FC
  • BMW, UK
  • Social media and digital marketing startups
  • Carrington, Michal Jemma, Detlev Zwick, and Benjamin Neville. 2016. "The ideology of the ethical consumption gap." Marketing Theory 16(1):21-38.
  • Zwick, Detlev. 2015. "Defending the Right Lines of Division: Ritzer's Prosumer Capitalism in the Age of Commercial Customer Surveillance and Big Data." The Sociological Quarterly 56(3):484-98.
  • Bradshaw, A. and Zwick, D. (forthcoming) ‘The Field of Business Sustainability and the Death Drive: A Radical Intervention. Journal of Business Ethics. (Financial Times 45 publication)
  • Shultz II, C. J., Peterson, M., Zwick, D., Atik, D. (2014) ‘My Iranian Road Trip – Comments and Reflections on Video graphic Interpretations of Iran’s Political Economy and Marketing System’, Journal of Macro marketing, 34 (1), 87-94.
  • Zwick, D (2013). ‘Utopias of the Ethical Economy’, Ephemera: theory & politics in organization, 13(2), 393-405.
  • Zwick, D. and Denegri-Knott, J. (2012). 'Tracking Prosumption Work on eBay: Reproduction of Desire and the Challenge of Slow Re-McDonaldization', American Behavioral Scientist, 56(4), 439-458.
  • Pridmore, J., &Zwick, D. (2011). 'Marketing and the Rise of Commercial Consumer Surveillance', Surveillance & Society, 8(3), 269-277.
  • Cova, B., Dalli, D. &Zwick, D. (2011). 'Critical perspectives on consumers’ role as ‘producers’: Broadening the debate on value co-creation in marketing processes', Marketing Theory, 11(3), 231-241.
  • Book: Detlev Zwick & Julien Cayla: “Inside Marketing: Practices, Ideologies, Devices” Oxford University Press (2010)
  • Article: D Zwick & J Denegri-Knott: “Manufacturing Customers: The Database as New Means of Production” Journal of Consumer Culture Vol 9(2) pp 221-247 (2009)
  • Article: D Zwick & N Dholakia: “Infotransformation of Markets: Introduction to the Special Issue on Marketing and Information Technology” Journal of Macromarketing Vol28(4) pp 318-325 (2008)
  • Article: D Zwick, S K Bonsu & A Darmody: “Putting Consumers to Work: ‘Co-Creation’ and New Marketing Govern-mentality” Journal of Consumer Culture Vol 8(2) pp 163-196 (2008)
  • Article: D Zwick, J Denegri-Knott, & J E Schroeder: “Stock Trading as Political Activism? The Social Pedagogy of Wall Street” Journal of Consumer Policy Vol 30 (3) pp177-199 (2007)
  • Article: S K Bonsu & D Zwick: “Exploring Consumer Ethics in Ghana, West Africa” International Journal of Consumer Studies, 31(6) pp 648-655) (2007) 
  • Article: J Denegri-Knott, D Zwick & J E Schroeder: “Mapping Consumer Power: An Integrative Framework for Marketing and Consumer Research” European Journal of Marketing, 40 (9-10) pp 950-971 (2006)
  • Article: D Zwick & C Chelariu: “Mobilizing the Hijab: Islamic Identity Negotiation in the Context of a Matchmaking Website” Journal of Consumer Behavior 5(4) pp 380-395 (2006)
  • Article: D Zwick & N Dholakia: “The Epistemic Consumption Object and Postsocial Consumption: Expanding Consumer-Object Theory in Consumer Research” Culture, Markets, and Consumption 9 (1) pp 17-43 (2006)
  • Article: D Zwick & N Dholakia: “Bringing the Market to Life: Screen Aesthetics and the Epistemic Consumption Object” Marketing Theory 6 (1) pp 41-62 (2006)
  • Article: “Where the Action is: Internet Stock Trading as Edgework” Journal of Computer-Mediated Communication 11(1) (2005)
  • Article: D Zwick & N Dholakia: “Whose Identity is it Anyway? Consumer Representation in the Age of Database Marketing” Journal of Macromarketing 24(1) pp 31-43 (2004)
  • Article: D Zwick & N Dholakia: “Consumer Subjectivity in the Age of Internet: The Radical Concept of Marketing Control Through Customer Relationship Management” Information and Organization, 14, p pp 211-236 (2004)
  • Article: D Zwick & N Dholakia: “Cultural Contradictions of the Anytime, Anywhere Economy: Reframing Communication Technology” Telematics and Informatics, 21 (2) pp 123-141 (2004)
  • Article: J Schroeder & D Zwick: “Mirrors of Masculinity: Representation and Identity in Advertising Images” Consumption, Markets, and Culture, 7(1) pp 21-51(2004)
  • Article: D Zwick & N Dholakia: “Contrasting European and American Approaches to Privacy in Electronic Markets: Property Right versus Civil Right” Electronic Markets, 11, (4) pp 116-120 (2001)
  • Article: D Zwick & N Dholakia: “Privacy and Consumer Agency in the Information Age: Between Prying Profilers and Preening Webcams” Journal of Research for Consumers (2001)
  • Article: R L Irwin, D Zwick & W Sutton: “Measurement of Excellence of American Professional Sport Franchises” European Journal of Marketing, 33 (4) pp 314-327 (1999) 

Conference Papers Presented

  • Y Ozalp & D Zwick: “Market and Public Sphere” Association of Consumer Research 25th North American Conference, Memphis, TN (October 2007)
  • N Dholakia, H Leonard & D Zwick: “Constructing and Concealing Locality” First Annual Consumer Culture Theory Conference, University of Notre Dame (August 2006)
  • D Zwick & J Nyman: "Consumer Representation in the Age of Database Marketing" Association for Consumer Research North American ConferenceSan Antonio, TX, USA (September-October 2005)
  • D Zwick & N Dholakia: “Online Investing: Derealization and the Experience of Risk” Association for Consumer Research North American ConferenceToronto, Canada(Octo ber 2003)
  • D Zwick & N Dholakia: “Mobile Technologies and Boundaryless Spaces: Slavish Lifestyles, Seductive Meanderings, or Creative Empowerment?” Home-Oriented Informatics and Telematics (HOIT), Irvine, CA (April 2003)
  • D Zwick & N Dholakia: “The Need for Experience and Emotions: Investment Communities in the Age of Abstract Capitalism” Digital Communities 2003 - Organizing in a Networked World, Stockholm, Sweden (June 2003)

Chapters in Books

  • D Zwick, J Schroeder & J Denegri-Knott: “Unintended Politics of Investing: The Social Pedagogy of Wall Street” Voters or Consumers: Imagining the contemporary electorateCambridge Scholars Publishing, Newcastle, UK pp 12-34 (2008)
  • N Dholakia, D Zwick & A Pandya: “Dataveillance and Panoptic Marketspaces” In Laura C Rivero, Jorge H Doorn, & Viviana E Ferraggine (Eds), Encyclopedia of Database Technologies and Applications, Idea Book Publishing, Hershey, PA (2005)
  • Zwick, D and Dieterle, O (2005) “The E-Business of Global Sport Sponsorship” In John Amis & T Bettina Cornwell (Eds), Global Sport Sponsorship: A Multidisciplinary Approach Oxford: Berg (2005)
  • D L Andrews, R Pitter & D Zwick: “Soccer, Race and Suburban Space” in Sporting Dystopias: The Making and Meaning of Urban Sport Cultures, State University of New York Press, Albany, NY pp 197-220 (2003)
  • N Dholakia & D Zwick: “Privacy Concerns in Electronic Markets: A Framework” Global E-Commerce and Online Marketing: Watching the Evolution, Quorum Books, Greenwich, CT pp 223-229 (2002)

Editorial and Reviewer Activities

  • Editorial Board-Journal: Culture, Markets, and Consumption 
  • Ad Hoc Reviewer for the Journal of Consumer Culture
  • Ad Hoc Reviewer for the Journal of Consumer Research 
  • Ad Hoc Reviewer for Anthropological Quarterly
  • Ad Hoc Reviewer for the Journal of International Business Studies 
  • Ad Hoc Reviewer for the Electronic Markets 
  • Ad Hoc Reviewer for the Journal of Macromarketing


  • Board Member of the International Society for Marketing and Development (ISMD) 

Awards & Recognition

  • SSHRC Workshop Grant (2009) 
  • SSHRC Small Grant: Project Title “Database Marketing: Making up customers” (2004) 
  • Junior Faculty Fund (2004)
  • Winner of the Marketing Science Institute Alden G Clayton Award for Doctoral Dissertation Proposals (2000) 
  • University of Rhode Island Dissertation Fellowship Award for Most Outstanding Proposal (2001)
  • University of Aalborg, Denmark, Researcher in Residence with the Computer Science Department (2000)
  • AMA-Sheth Foundation Doctoral Consortium Fellow for the University of Rhode Island (2000)

Media Appearances & Coverage

  • “New Consumer” The Financial Post, Smart Shift (September 2010)
  • “New Business Models in the Age of Social Networks, Crowdsourcing” Financial Post Executive (September 2009) 
  • “Social Media Driving New Business Thinking” Financial Post (September 2009)
  • “Nirvana is the Exception - Viral Campaign” Financial Post (July 2009)
  • “Future of the NHL could rest in Europe” Toronto Star (January 2009)
  • “Gadgets, Gizmos and Gimmicks - The Strange Appeal of 'As Seen on TV' Gifts” The Canadian Press (December 2008)
  • “Green is the New Gold” Backbone Magazine (May 2008)
  • “Custom Jersey Designer wants to Turn Pro” The Globe and Mail 
  • “Streaming Cash by Streaming Video - Brave New Digital World to Better Market” The Toronto Star (April 2008) 
  • “Gaming Arcades Battle for Market Share - Competition in entertainment industry 'brutal'”Business Edge (May 2006)”