Consultant | Author | Professor
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, branding and market research. Specifically I’m an expert related to product-brand management, corporate branding, place branding, human brands, and brand relationships. I have a Master's degree from the University of Lausanne (HEC) as well as a diploma in Business Studies from the London School of Economics (LSE), a Ph.D. from the University of Bern and I was a Post-Doc at Harvard University. Previous my academic career, I was the CEO of Bonfort S.A., a small Swiss luxury company, as well a senior 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 Unviversity 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.
I have published a number of books, numerous 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 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).
Prior my academic career, I was a senior consultant at McKinsey & Company as well as the CEO of Bonfort SA, a small Swiss-based luxury company. A regularly work as a consultant for SME and multinational companies. I'm also working with the Medical Tourism Association.
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 teach undergraduate and graduate (MBA and executive MBA) courses at various institutions worldwide.
I'm also a regular speaker at various conferences and events worldwide.
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 have worked or still work with the following organizations
SME & Family Business
Universities & Associations
Prince Sultan University
Medical Tourism Association
Consumer Brand Relationship Association