Paul Woodfield

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Senior Lecturer

Phone: +64 9 921 9999 – ext: 8141



  • PhD in Management (University of Auckland)
  • Master of Business Innovation and Entrepreneurship
  • Diploma in Quantity Surveying


  • Price-Babson Symposium for Entrepreneurship Education programme, Babson College, Massachusetts (2017)
  • “Doing business in Europe” Masters level international business programme, European Business School (EBS), Germany (2004)
  • Certificate of Wine and WSET 1, New Zealand School of Food and Wine (2017)

Memberships and Affiliations:

  • International Family Enterprise Research Academy
  • Academy of Wine Business Research
  • Australia and New Zealand Academy of Management
  • New Zealand Work Research Institute
  • Wine Business Research Group
  • Family Business Research Group
  • Beta Gamma Sigma
  • Employers and Manufacturers Association
  • New Zealand Institute of Quantity Surveyors
  • Lebanese Society of New Zealand Incorporated


After 10 years in the property industry in consulting, contractor, and engineering roles Paul’s journey continued with the completion of a Master of Business Innovation and Entrepreneurship comprising time in Germany studying the dynamics of European and international business. With funding from the Employers and Manufacturers Association and Tertiary Education Commission Bright Futures scholarship scheme, Paul completed his PhD investigating ways entrepreneurial family businesses can be sustained across generations. He won an international research proposal award in recognition of his focus on sustaining entrepreneurial family businesses across generations.

Building on his PhD research he received three years funding to investigate “Innovation in New Zealand’s Traditional Industries.” These include primary, engineering, manufacturing, and services, including science and technology suppliers to those industries. Through this research we understand more about the characteristics and innovation practices of firms in traditional industries; perceived barriers towards innovation; and how these firms access, develop and apply knowledge and competence.

As well as lecturing at undergraduate level, including in a team-based learning environment, Paul advised MBA students through their capstone projects and lectured on the Master of Commercialisation and Entrepreneurship programme at the University of Auckland. Paul has also worked in two Centre’s of Innovation and Entrepreneurship and, besides international conferences and doctoral consortia, has been funded to visit leading universities and innovation labs including Cambridge (IfM, CfEL, Hauser Forum, CBR), Oxford (Entrepreneurship Centre, Venturefest), Copenhagen Business School (CIEL, CSE, Foundation for Entrepreneurship), Babson College, UC Berkeley, and Harvard Innovation Labs, to mention a few. These combined experiences have led Paul to have a rounded understanding of entrepreneurship and innovation ecosystems.

Paul is also part of the National Science Challenge: Science for Technological Innovation, Kia Kotahi Mai: Te Ao Pūtaiao me Te Ao Hangarau. His involvement is on “Portfolio One: Building New Zealand's Innovation Capacity” which tackles two big weaknesses in the New Zealand innovation system – human capacity (people and skills) and relational capacity (the network between researchers and industry).

His interests are centred on entrepreneurship and innovation, particularly in family businesses and traditional industries. He also has a specific interest in winegrowing businesses stemming from his family heritage in the wine industry. Paul considers himself an entrepreneur and innovator enabler which is channelled through teaching, research and advisory roles.

Teaching Areas:

  • ENTR501 Introduction to Entrepreneurship and Innovation
  • MGMT602 Management of Small-medium Enterprises (SMEs)
  • ENTR840 Entrepreneurship (MBA)

Research Areas:

  • Entrepreneurship and family business
  • Intergenerational knowledge sharing
  • Innovation and commercialisation
  • Appreciative inquiry
  • Traditional industries
  • Wine industry

Research Summary:

Since 2002 Paul has been involved in a number of research projects including the Global Entrepreneurship Monitor (GEM), entrepreneurship and human resource management text books, policy reports, case studies, and articles. His research aims to integrate interests across several broad research areas: entrepreneurship and innovation, family businesses, and traditional industries. He continues advancing his research by developing a platform that investigates drivers, barriers, and potential policy implications for entrepreneurship and innovation.

Current Research Projects:

  • Intergenerational knowledge sharing and family influence in family businesses
  • Innovation and research commercialisation in traditional industries
  • Corporate entrepreneurship and effectuation
  • Innovation in winegrowing


Journal articles (selected and since 2012 only)
  1. Woodfield, P. J., & Husted, K. (2017). Intergenerational knowledge sharing in family firms: Case-based evidence from the New Zealand wine industry. Journal of Family Business Strategy.
    Retrieved from
  2. Woodfield, P. J., Woods, C., & Shepherd, D. (In Press). Sustainable entrepreneurship: another avenue for family business scholarship? Journal of Family Business Management, 7(1).
    Retrieved from
  3. Woodfield, P. J., Woods, C., & Shepherd, D. (In Press). Appreciating entrepreneurship: A new approach for field research. Entrepreneurship Research Journal.
    Retrieved from
  4. Woodfield, P. J., Shepherd, D., & Woods, C. (In Press). How can family winegrowing businesses be sustained across generations? International Journal of Wine Business Research, 29(2). (request copy)
  5. Woodfield, P. J., & Nel, P. (2015). Enhancing wine marketing through cooperation between family winegrowing businesses in New Zealand. New Zealand Journal of Applied Business Research, 13(1), 57-68.
    Retrieved from;dn=597917545120111;res=IELBUS
  6. Woodfield, P. J. (2015). Innovating in traditional industries: bridging the knowledge gap. University of Auckland Business Review, 18(1), 18-27.
    Retrieved from
  7. Woodfield, P. J. (2013). Intergenerational family business: Hard graft. University of Auckland Business Review, 16(1), 38-47.
    Retrieved from
  8. Woodfield, P. J., & Nel, P. (2012). Investing niche wine marketing in New Zealand. International Retail and Marketing Review, 8(1), 24-37.
    Retrieved from

PhD Thesis
  1. Woodfield, P. J. (2012). Intergenerational Entrepreneurship in Family Business: Conceptualising ways Entrepreneurial Family Businesses can be Sustained across Generations. Unpublished Doctor of Philosophy, Management and International Business, The University of Auckland, Auckland, New Zealand.
    Retrieved from

Conferences (selected and recent only)
  1. Woodfield, P.J., Husted, K. (2016). Stimulating innovation in family winegrowing firms: Knowledge sharing between generations. Paper to be presented at AWBR Conference UniSA, Adelaide, Australia.
  2. Husted, K., & Woodfield, P. J. (2016). Research commercialisation in traditional industries. Paper presented at the XIV International Triple Helix Conference, Heidleberg, Germany.
  3. Woodfield, P. J., Husted, K. (2015). Bidirectional knowledge sharing in family firms. Paper presented at ACERE Conference, University of Adelaide, South Australia.
  4. Woodfield, P. J. (2014). Implications of strong resource capabilities in a family wine business. Paper presented at AWBR conference, Hochschule Geisenheim University, Geisenheim, Germany.
  5. Woodfield, P. J. (2014). Appreciating family businesses: seeking what works well in family businesses through an appreciative inquiry approach,” Paper presented at IFERA, Lappeenranta, Finland.
  6. Woodfield, P. J., and Nel, P. (2011). Cooperation between family businesses in the New Zealand wine industry. Is it a case of do or die? Paper presented at the International Council for Small Business Conference, Stockholm, Sweden.
  7. Benson-Rea, M., Woodfield, P. J., Brodie, R. J., and Lewis, N. (2011). Sustainability in Strategy: Maintaining a Premium Position for New Zealand Wine. Paper presented at the Academy of Wine Business Research Conference, Bordeaux, France.
  8. Woodfield, P.J., Woods, C., and Shepherd, D. (2010). Sustainable entrepreneurship: Continuity in family business. Paper presented at the 10th Annual IFERA World Family Research Conference, Lancaster University Management School.
  9. Woodfield, P. J. (2010). Sustainable Entrepreneurship – More than ‘Corporate Greening’. Paper presented at the 7th International AGSE Entrepreneurship Research Exchange, University of the Sunshine Coast, Queensland, Australia
  10. Woodfield, P.J. (2010). Intergenerational entrepreneurship in family businesses: A wine industry perspective. Paper presented at the 5th Academy of Wine Business Research Conference, University of Auckland Business School.

Completed Cases (these cases are used for educational purposes)
  1. Woodfield, P. J., and Husted, K. (2015). Pastoral Robotics: Robotics for the proverbial. Auckland, New Zealand: The University of Auckland, (Case study).
  2. Woodfield, P. J., and Husted, K. (2015). Gallagher: Shock value. Auckland, New Zealand: The University of Auckland, (Case study).
  3. Woodfield, P. J., and Husted, K. (2015). Compac Sorting Equipment: Sorting out the future. Auckland, New Zealand: The University of Auckland, (Case study).
  4. Woodfield, P. J., and Husted, K. (2015). Fieldmaster: Get on the grass. Auckland, New Zealand: The University of Auckland, (Case study).
  5. Woodfield, P. J., and Husted, K. (2015). AgriSea New Zealand: Weed science. Auckland, New Zealand: The University of Auckland, (Case study).
  6. Woodfield, P. J., and Husted, K. (2015). Abodo Wood: Going against the grain. Auckland, New Zealand: The University of Auckland, (Case study).