marcfetscherin

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I'm an Associate Professor of Marketing and a Cornell Distinguised Faculty at Rollins College, United States. I teach at the Crummer Graduate School of Business and the International Business Department. My expertise is in international marketing with a geographical focus on China and a functional focus on branding with topics related to the globalization of Chinese companies, Chinese competitiveness, Chinese brands, as well as product brand management, corporate branding, city and nation branding, human brands, brand equity, co-branding, brand image, brand awareness, brand associations, brand personality, and consumer brand relationships._

Previously, I was a Post-Doctoral student at Harvard University, as well as a researcher at the University of California Berkeley. I taught MBA and executive MBA courses at various institutions worldwide such as East China University of Science and Technology (China), the Copenhagen Business School (Denmark), Jacobs University (Germany) or the University of Fribourg, (Switzerland). I have won multiple teaching awards. I have extensive international experience and lived and traveled to over 30 countries. I do understand and speak 5 languages (German, English, French. Spanish, Russian). Previously, I worked as a consultant for McKinsey & Company and held the CEO position at Bonfort SA, a small Swiss-based luxury company, for a few years. I'm also an advisor to the Swiss Government as a member of the Federal Commission of Consumer Affairs. For more information about my teaching or consulting go to the lecturer_ or consultant_ section_

I have published 3 books, multiple book chapters and journal articles. My articles have appeared in peer reviewed journals such Management International Review, International Business Review, Thunderbird International Business Review, European Journal of International Management, Asian Business & Management, International Journal of Emerging Markets, Journal of Global Marketing, International Marketing Review, European Journal of Marketing, Journal of Brand Management, Journal of Place Branding and Public Diplomacy and others. I have won multiple best paper awards. For more information about my research go to the author_ section_