Grant Wilson


Ph.D. (University of Saskatchewan) M.Sc. (University of Saskatchewan) B.Comm. (University of Saskatchewan)


Room 52
25 Campus Drive, Nutrien Centre, University of Saskatchewan
Saskatoon, Saskatchewan, Canada, SK, S7N 5A7


Dr. Wilson joined the Department of Management and Marketing at Edwards School of Business in July 2018.  His Ph.D. research explored the effects of market orientation, entrepreneurial orientation, and innovation on organizational performance among retail pharmacies.  Dr. Wilson’s current research and teaching interests include entrepreneurship, management strategy, small business development, marketing, and consumer economics. 

Prior to joining Edwards School of Business, Dr. Wilson held a senior management position in the biotechnology industry and served as a board member for a number of non-profit organizations.


Wilson, Grant Alexander and David Di Zhang (2018), “The Marketing of GM Food with Direct and Indirect Consumer Benefits: An Analysis of Willingness to Pay,” Journal of Commercial Biotechnology.

Abstract:  Genetically modified foods have traditionally been marketed as having direct industry benefits.  Whereas, consumer benefits of genetically modified foods have been largely indirect, through price reduction.  This study explores the marginal effects of differing value propositions on consumers’ acceptance and willingness to pay for genetically modified foods among Canadians.  Consumers’ exposure to genetically food advertisements with industry-oriented benefits lowered both purchase intention and willingness to pay for genetically modified food.  Consumers’ exposure to non-genetically modified food advertisements with direct consumer benefits increased both purchase intention and willingness to pay.  Most noteworthy, consumers’ exposure to genetically modified food advertisements with both direct consumer benefits and industry-oriented benefits increased their willingness to pay.  These findings provide insight into the future of successful genetically modified food marketing.  

Perepelkin, Jason and Grant Alexander Wilson (2018), “Incentivizing Choice of Community Pharmacy,” Journal of Pharmaceutical Health Services Research.

Abstract:  There is a growing concern regarding the impact of incentive points/loyalty programmes among pharmacists in Canada.  Several provincial studies have been conducted in order to understand the pharmacists’ perceptions of incentive and loyalty programmes.  To date, no known Canadian study investigates the perceptions of incentive and loyalty programmes from that of the general public.  This study uses data collected, via telephone survey, from members of the public in the Canadian province of Saskatchewan to explore the perception of incentive and loyalty programmes, and the ethical and professional parameters surrounding offering incentives and loyalty programmes.  Results suggest that members of the general public perceive patient care to be unaffected by the offering of incentive and loyalty programmes. The vast majority of respondents reported that they did not behave or make decisions based on incentives and loyalty programmes that impacted their health. Less than half of the respondents viewed it ethical for pharmacists to provide incentive and loyalty programmes; however, the majority disagreed that offering incentive and loyalty programmes made pharmacists or pharmacies less trustworthy.  The results suggest that patients are able to discern the complex nature (e.g. professional and business orientations) of pharmacists and the pharmacy industry, perceiving their care to be unaffected by incentive and loyalty programmes. This study illuminates the Saskatchewan public's perceptions of pharmacy incentive and loyalty programmes, a previously unstudied area of research.

Wilson, Grant Alexander, Jason Perepelkin, David Di Zhang, and Marc-Antoine Vachon (2014), "Market Orientation, Alliance Orientation, and Business Performance in the Biotechnology Industry," Journal of Commercial Biotechnology.

Abstract:  The purpose of this study was to test the unexplored relationship between market orientation, alliance orientation, and business performance in the medical/healthcare subsector of the Canadian biotechnology industry.  The study surveyed Canadian biotechnology executives via mail and web-based questionnaires.  It was found that the relationship between market orientation and business performance was positive and significant and the relationship between alliance orientation and business performance was positive and significant.  It was also found that the relationship between market orientation and alliance orientation was positive and significant, supporting the existence of a mediation relationship.  Specifically, market orientation’s influence on business performance was found to be fully mediated by alliance orientation.  This suggests that Canadian medical/healthcare biotechnology companies that were highly market-oriented were also highly alliance-oriented, and highly alliance-oriented companies were top performing companies.  This study outlines the apparent sequential relationship between market-oriented behavioural commitments, alliance-oriented activities, and business performance outcomes among Canadian biotechnology companies.  Furthermore, it has business development and the commercialization process implications for biotechnology managers.


  • COMM 101 (Introduction to Business)
  • COMM 204 (Introduction to Marketing)
  • COMM 447 (Entrepreneurship and Venture Development)
  • BAC 37 (Business Decision Making)