I'm an Associate Professor of International Business and Marketing at Rollins College, Florida, USA. My expertise is in international marketing with a specialization on marketing strategy, marketing research and branding. Specifically I’m an expert related to Chinese brands, brand management, corporate branding, place branding, human brands, and consumer brand relationships.

I have a Master's degree from the University of Lausanne (HEC) as well as a diploma from the London School of Economics (LSE), a Ph.D. from the University of Bern and was a Post-Doc Fellow at Harvard University. Previous my academic career, I was the CEO of Bonfort S.A., a small Swiss luxury company, as well as consultant for McKinsey & Company.

 

I'm/was a Visiting Professor at the East China University of Science and Technology (China), the Copenhagen Business School (Denmark), Jacobs University (Germany), the University of Fribourg, (Switzerland), the University of Lausanne - HEC (Switzerland) and the Lucerne University of Applied Sciences and Arts (Switzerland). I was also an adviser to the Swiss Government as a member of the Federal Commission of Consumer Affairs.

 

I have published a number of books, numerous book chapters and journal articles. My articles have appeared in Harvard Business Review, Management International Review, International Business Review, Journal of Business Research, Journal of Global Marketing, International Marketing Review, European Journal of Marketing, Journal of Consumer Marketing, Journal of Brand Management, Journal of Product and Brand Management, Journal of Place Branding and Public Diplomac, or International Journal of Market Research among other.

 

I have published 3 edited books. Consumer Brand Relationships: Theory and Practice (2012). Consumer Brand Relationships: Meaning, Measuring, Managing (2015) and "CEO Branding: Theory and Practice" (2015).

EDITOR

Marc Fetscherin

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