Consultant | Author | Professor
Ranked in 2022 by Stanford University and Elsevier in the top <1% of scientists globally in terms of citations across all scholars & disciplines. AD Scientific Index 2022 also ranked me in the top <1.5% globally. In the Marketing discipline, I ranked #3 in Florida, in the Top 100 (#88) in the United States and #170 in the world. I'm a Professor of Marketing and Gelbman Family Chair of International Business at Rollins in the Department of Business (AACSB Accredited), Florida, USA. I feel honored to be part of the Fulbright Specialist Program for 2017-2020. My expertise is in marketing and branding strategy, market research and analytics. I have a Master's degree from the University of Lausanne (HEC), Switzerland as well as a graduate degree from the London School of Economics (LSE) UK, a Ph.D. from the University of Bern, Switzerland, and I was a Post-Doc at Harvard University. Previous to my academic career, I was the CEO of Bonfort S.A., a small Swiss luxury company, as well a senior business 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), the University of Geneva (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 (2012-2013).
I have published a number of books, book chapters and journal articles. My articles have appeared in Harvard Business Review, Journal of Business Research, International Journal of Market Research, Journal of Advertising Research, International Marketing Review, European Journal of Marketing, Journal of Consumer Marketing, Journal of International Consumer Marketing, International Journal of Consumer Studies, Journal of Brand Management, Journal of Product and Brand Management, Management International Review, International Business Review, or Tourism Management among others.
I have published a few books in branding. Namely, Consumer Brand Relationships: Theory and Practice (2012). Consumer Brand Relationships: Meaning, Measuring, Managing (2015) and CEO Branding: Theory and Practice (2015), The BRAND RELATIONSHIP Playbook (2020).
Edited multiple books, book chapters and journal articles featured in Harvard Business Review, International Journal of Market Research, Journal of Advertising Research, Journal of Business Research, Journal of Consumer Marketing, International Marketing Review, European Journal of Marketing, Journal of Brand Management, Journal of Product and Brand Management, or Tourism Management among others.
I feel honored to be part of the Fulbright Specialist Program for 2017-2020. I taught or I teach undergraduate and graduate (MBA and executive MBA) courses at various institutions worldwide. Check out my academic profiles here.
Watch the videos below about the courses "Strategic Marketing" and "Branding" taught in French at HEC Lausanne
East China University of Science and Technology, China
Copenhagen Business School, Denmark
Jacobs University, Germany
University of Lausanne (HEC), Switzerland
University of Geneva, Switzerland
University of Fribourg, Switzerland
Lucern University of Applied Sciences, Switzerland
Principles of Marketing
I feel honored that my research has been featured or cited internationally by Forbes, Daily Mail, NPR, The Telegraph, and more. For more information about my research, visit these websites.
Google Scholar | ResearchGate | Academia | Kudos | PeerWith | Publons
Consumer Brand Relationships: Theory and Practice (2012) Taylor and Francis (Routledge)
Consumer Brand Relationships: Meaning, Measuring, Managing (2015) Palgrave McMillan
CEO Branding: Theory and Practice (2015) Taylor and Francis (Routledge)
I have worked or still work with the following organizations
SME & Family Business
Prince Sultan University
Medical Tourism Association
Consumer Brand Relationship Association
Gelbman Family Chair of International Business
Professor of Marketing
Department of Business
170 W. Fairbanks Avenue - 2779
Winter Park, FL 32789