Jonathan Steyn is a business strategist, educator, researcher and wine industry specialist whose work advances collaborative approaches to market creation. He holds a PhD in Business Administration from the University of Cape Town Graduate School of Business (UCTGSB), where he convenes executive programmes in wine business management, wine marketing, and hospitality leadership, as well as teaching on visiting masters cohorts. 

He leads the South African module of the OIV MSc in Wine Management (Institut AgroMontpellier) and serves as President of the Association Universitaire Internationale de laVigne et du Vin (AUIV), an observer member of the OIV. His research examines strategic challenges shaping contemporary wine markets, focusing on authenticity construction, business collective action, and market creation across consumer, organisational, and global market levels.

His foundational work on unlocking value from South Africa’s old vineyard resources was followed by postdoctoral research exploring sustainability through premiumisation. Alongside his academic work, he advises organisations in areas such as collective strategy, regional identity, and brand innovation through his strategy agency, Collectivantage.