I strive to give both my research and my courses a strong link to real-world application and encourage students to actively bring in their own experiences and thoughts. My courses are challenging but - as I hope - rewarding in terms of the learning experience and a good stepping stone for a strong career in Marketing.

For the practical aspects of my teaching, I bring in experiences from my consulting, Executive Training and Collaborative Research in Canada, Germany, Austria, The Netherlands, Switzerland and China with partner and client companies ranging from medium-sized local companies to global leaders.
Courses I have taught in the past comprise Marketing (Introductory and Intermediate), Brand Management, Advanced Brand Management, Market Research, International/Global Marketing, Management & International Business, Cross-Cultural Management, Consumer Behavior, Marketing, Advertising, and Statistics.

My research and much of my practical work focus on the difficult challenges in Brand Management:

• managing brands across countries (e.g., global brand positioning)
• managing brands across diverse product categories within a country (e.g., Brand Portfolio Management, Brand Hierarchies/Brand Architecture)
• managing brands across offline and online channels (e.g., digital branding and the orchestrated design of Branding, IT structure, e-commerce, digital customer relationship)
• managing brands across heterogeneous target groups within a country (e.g., Multi-Cultural/Ethnic marketing; branding across B2B and B2C target audiences)

Research Interests

Current Research Projects

I strive to give both my research and my courses a strong link to real-world application and encourage students to actively bring in their own experiences and thoughts. My courses are challenging but - as I hope - rewarding in terms of the learning experience and a good stepping stone for a strong career in Marketing.

For the practical aspects of my teaching, I bring in experiences from my consulting, Executive Training and Collaborative Research in Canada, Germany, Austria, The Netherlands, Switzerland and China with partner and client companies ranging from medium-sized local companies to global leaders.
Courses I have taught in the past comprise Marketing (Introductory and Intermediate), Brand Management, Advanced Brand Management, Market Research, International/Global Marketing, Management & International Business, Cross-Cultural Management, Consumer Behavior, Marketing, Advertising, and Statistics.

My research and much of my practical work focus on the difficult challenges in Brand Management:

• managing brands across countries (e.g., global brand positioning)
• managing brands across diverse product categories within a country (e.g., Brand Portfolio Management, Brand Hierarchies/Brand Architecture)
• managing brands across offline and online channels (e.g., digital branding and the orchestrated design of Branding, IT structure, e-commerce, digital customer relationship)
• managing brands across heterogeneous target groups within a country (e.g., Multi-Cultural/Ethnic marketing; branding across B2B and B2C target audiences)

Current and part research collaborations: e.g., University of Frankfurt (Germany), University of International Business and Economics (Beijing), Tokyo Metropolitan University, University of London (UK), Ohio State University, University of Melbourne (Australia) Major current research projects • Multi-ethnic Advertising in North America, Europa, and Asia • Effects of Corporate Endorsement of CPG Product Brands on Product Brand Evaluation by Consumers in Canada and Austria • Consumer Optimal Distinctiveness in Online and Offline Environments and its effects on Brand-Community Engagement and Identification Methodological Interests: Conjoint Analysis, Multi-Level Modeling, Hierarchical Bayes, Experimental Research, qualitative research Over 80 publications: 5 books on brand management and country-of-origin effects, 11 articles in peer-reviewed journals (e.g. Journal of Business Research, Journal of Global Marketing, European Journal of Marketing, Information Systems Journal, Journal of Brand Management), 9 chapters in scholarly books, 26 papers in refereed conference proceedings, 30+ articles in trade publications

Degrees

Community Contributions

I enjoy supporting not-for-profit organizations in pro-bono collaborative research work (e.g., UNICEF Canada). I am honoured to have the opportunity to serve as a director of the YUFA Foundation and as a Trustee of the YUFA Trust Fund.

Research Interests