BJÖRN WALLISER Habilitation in Business Administration Louis Pasteur University, Strasbourg (France) - PDF

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BJÖRN WALLISER University of Lorraine (France) Institute of Business Administration (ISAM-IAE) 25, rue Baron Louis F Nancy Office phone : EDUCATION

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BJÖRN WALLISER University of Lorraine (France) Institute of Business Administration (ISAM-IAE) 25, rue Baron Louis F Nancy Office phone : EDUCATION 1998 Habilitation in Business Administration Louis Pasteur University, Strasbourg (France) Ph.D., Marketing («doctorat en sciences de gestion»), University of Grenoble II, Graduate School of Management (ESA), France Doctoral Programme, University of Grenoble II, Graduate School of Management (ESA), France Master of Business Administration, Studies at: Ecole Supérieure de Commerce de Paris (France), ESCP University of California at Los Angeles, UCLA (United States) University of Stuttgart-Hohenheim (Germany) Languages: German: mother tongue English: fluent French: fluent Spanish: intermediate level EMPLOYMENT 1999-present Professor of Marketing, University of Lorraine, Nancy (France), Institute of Business Administration, Head of the research group in marketing at the CEREFIGE research centre Associate Professor of Marketing Strasbourg University (France), Graduate School of Management Lecturer, University of Savoie, Chambéry (France) Research Assistant (to Professor Usunier), University of Grenoble, Graduate School of Management (France) Marketing Assistant (part-time), Stuttgarter Messe- und Kongreßgesellschaft mbh, Stuttgart, Germany Assistant / Senior Consultant, Andersen Consulting, München, Germany UNIVERSITY AND ACADEMIC SERVICE / FUNCTIONS Ongoing: Expert at the (French) Agency for the Evaluation of Research and Higher Education (Agence d'evaluation de la Recherche et de l'enseignement Supérieur, AERES), since Director of the Master Programme in Marketing and Sales, Institute of Business Administration, University of Lorraine, since Member of the Scientific Board (Law, Economics and Business Administration) of the University of Lorraine, since Member of the extended Executive Committee of the French Marketing Association in charge of the annual international conference, since Member of the research and pedagogical committee of the Doctoral School in Law, Economics and Business Administration at the University of Lorraine, since Member of the Administrative Board of the Institute of Business Administration, University of Lorraine, since Previous: Director of Research, ICN Business School, (holding a key role in the preparation and obtention in of EQUIS accreditation by the ICN Business School). Expert at the French Ministry of Research and Technology (evaluation of French research centres or programmes at the Master level), Member of the Evaluating Commission of Swiss Professional Business Schools, Director of the Research Centre in Financial Economy and Management (GREFIGE), University Nancy 2, : Under my responsibility, the number of researchers of the centre increased from 40 to approximately 100, and research grants/contracts increased form approximately to per year. Director of the Pre-Doctoral Programme in Business Administration ( D.E.A. sciences de gestion ), Member of the Scientific Board of the University of Nancy 2, Member of the Administrative Board of the ICN Business School, University of Nancy 2, Responsible for International Affairs at the Institute of Business Administration, University of Nancy 2 ( ). TEACHING EXPERIENCE Undergraduate: International Marketing Introduction to Marketing Market Research Graduate: International Marketing (MSc, MBA, EMBA) Marketing Communications (MSc, MBA, EMBA) Sports Marketing (MBA) Marketing (MBA) Sponsorship-Linked Marketing (MBA) Visiting Positions and Courses Taught: University of Bayreuth, Germany, Innovative Below the Line Communications (April 2012) California State University, Northridge, Sports Marketing (January-June 2010) Aarhus School of Business, Aarhus University, Denmark, Sports Sponsorship (October- November 2007) University of Bern, Switzerland, International Marketing (April-May 2002) Bloomsburg University, USA, Introduction to International Marketing (April 2001) Boston College, USA, Marketing (March-April 1996) RESEARCH INTERESTS Communication Effects: Sponsorship-linked Marketing, International Advertising Strategy, Sports Marketing Consumer Behavior: Comprehension and Memory Processes International Marketing: Country-of-Origin Effects, Internationalization of SMEs, Cultural Influences on Advertising RESEARCH AND PUBLICATIONS Dissertation: «L'efficacité du parrainage sportif au sein de la communication de l'entreprise», thèse pour le doctorat ès sciences de gestion [English translation: The effectiveness of sports sponsorship as a communications instrument ] January 1994, (Chairperson: Jean-Claude Usunier) University of Grenoble, Graduate School of Management (France) Recipient of the Paul Nicolas Prize, sponsored by the French Academy of Commercial Science for the best doctoral dissertation in the field of marketing in Refereed Journal Articles: Mogos Descotes, Raluca, Björn Walliser (2013, forthcoming), Foreign market-related knowledge absorption and the international financial performance of SMEs, Management International, 15. Gerlinde Berger-Walliser, Melanie Stallings Williams, Björn Walliser and Mark Bender (2013), Bavarian Blondes Don t Need a Visa: A Comparative Law Analysis of Ambush Marketing, Tulane Journal of International and Comparative Law, 21, 1, Gerlinde Berger-Walliser, Björn Walliser and Franck Valencia (2012), Les stratégies juridiques et marketing pour lutter contre le pseudo-parrainage, Gérer & Comprendre, 210, décembre, Haapio, Helena, Gerlinde Berger-Walliser, Björn Walliser and Katri Rekola (2012), Time for a Visual Turn in Contracting?, Journal of Contract Management, 10, Summer, Mogos Descotes, Raluca, Björn Walliser, Hartmut Holzmüller and Xiaoling Guo (2011), Capturing Institutional Home Country Conditions for Exporting SMEs, Journal of Business Research, 64, 12, Herrmann, Jean-Luc, Björn Walliser and Mathieu Kacha (2011), Le contrôle des effets du parrainage sur l audience : l intérêt des mesures implicites de restitution mémorielle, Décisions Marketing, 62, April-June, Herrmann, Jean-Luc, Björn Walliser and Mathieu Kacha (2011), Consumer consideration of sponsor brands they do not recall: Taking a wider look at memorization effects of sponsorship, International Journal of Advertising, 30, 2, Mogos Descotes, Raluca and Björn Walliser (2011), The process of export information exploitation in French and Romanian SMEs, Journal of Small Business and Enterprise Development, 18, 2, Mogos Descotes, Raluca and Björn Walliser (2010), The impact of entry modes on export knowledge resources and the international performance of SMEs, Management International, 15, 1, Mogos Descotes, Raluca, Björn Walliser and Xiaoling Guo (2007), Capturing the Relevant Institutional Profile for Exporting SMEs: Empirical Evidence from France and Romania, International Management Review, 3, 3, Walliser, Björn (2006), Trente ans de recherche en parrainage : quelle évolution et quels résultats?, Revue Française de Gestion, 32, 163, Walliser, Björn, Mathieu Kacha and Raluca Mogos Descôtes (2005), Legitimizing public authorities as sponsors: an inquiry into the factors related to the perception and memorization of their sponsorship, International Review on Public and Non Profit Marketing, 2, 1, Walliser, Björn et Raluca Mogos Descotes (2004), An Exploratory Inquiry into the Acquisition and Use of Export Information by French SMEs and its Relationship to International Performance, FACEM Pesquisa (one of the leading Brasilian business journals), 7, 1, Walliser, Björn (2003), L évolution et l état de l art de la recherche internationale sur le parrainage, Recherche et Applications en Marketing, 18, 1, Walliser, Björn (2003), An international review of sponsorship research: extension and update, International Journal of Advertising, 22, 1, Walliser, Björn and Philippe Nanopoulos (2002), Déterminants et importance de l association durable des sponsors à l événement : le cas de la Coupe du Monde de Football 1998, Revue Française du Marketing, 186, Walliser, Björn and Fabienne Moreau (2000), Comparaison du style français et allemand de la publicité télévisée, Décisions Marketing, 19, Davoine, Eric, Björn Walliser and Jean-Charles Riera (2000), La formation professionnelle initiale en France et en Allemagne. Une analyse des mécanismes de confiance et de méfiance à travers deux études de cas, Revue de Gestion des Ressources Humaines, 37, October, Walliser, Björn (1999), Schwerpunkte und Problemfelder internationaler Marktstudien aus der Sicht kleiner und mittlerer Marktforschungsinstitute in Deutschland und Frankreich, planung und analyse, 1/1999, Walliser, Björn (1997), A Comparison of the Effectiveness of Perimeter and Outdoor Advertising: What Sponsorship Can Learn From Outdoor Advertising, Australia-Asia Marketing Journal, 5, 3, Walliser, Björn and Sabine Urban (1997), Allemagne-Chine: une gestion stratégique (1997), Décisions Marketing, 10, January-April 1997, Walliser, Björn (1997), Über den Zusammenhang zwischen Markenbekanntheit und Wiedererkennung bei der Bandenwerbung, Marketing - Zeitschrift für Forschung und Praxis, 19, 1, Walliser, Björn (1996), Le rôle de l'intensité des émotions éprouvées par le téléspectateur dans la mémorisation des parrains, Recherche et Applications en Marketing, 11, 1, Walliser, Björn (1995), Les déterminants de la mémorisation des sponsors, Revue Française du Marketing, 150, 1994/95, Books: Walliser, Björn (2010), Le parrainage. Sponsoring et mécénat, 2 nd ed., Paris : Dunod, collection «Les topos», 128 p. Walliser, Björn (2006), Le parrainage. Sponsoring et mécénat, Paris : Dunod, collection «Les topos», 128 p. Froehlicher, Thomas and Björn Walliser, editors (2003), La métamorphose des organisations. Design organisationnel : créer, innover, relier (The metamorphosis of organisations), Paris : L Harmattan, 420 p. Walliser, Björn (2002), Le marketing international, e-book (online): Walliser, Björn (1995), Sponsoring. Grundlagen, Kontrolle, Wirkung, Wiesbaden: Gabler Verlag, 222 p. Usunier, Jean-Claude and Björn Walliser (1993), Interkulturelles Marketing. Mehr Erfolg im internationalen Geschäft, Wiesbaden: Gabler Verlag, 292 p. Contributions to Collective Publications: Walliser, Björn and Saskia Faulk (2008), Politique de communication : Cas «Lenovo», in : Sylvie Hertrich and Ulrike Mayrhofer (eds.), Cas en marketing, éditions EMS, Cormelles-Les-Royal, Walliser, Björn (2004), Le parrainage sportif des collectivités publiques, in : Michel Desbordes (ed.), Stratégie des Entreprises dans le Sport, 2 nd ed., Paris : Economica, Walliser, Björn (2003), Sport advertising: a review of perimeter advertising effectiveness, in: Flemming Hansen and Lars Bech Christensen (eds.), Branding and Advertising, Copenhagen Business School Press, Davoine, Eric and Björn Walliser (2002), La construction de la confiance entre les acteurs du modèle allemand de formation professionnelle initiale, in : Thomas Würtenberger, Dieter K. Tscheulin, Jean-Claude Usunier, Dominique Jeannerod and Eric Davoine (eds.), Wahrnehmungs- und Betätigungsformen des Vertrauens im deutschfranzösischen Vergleich, Berlin, Arno Spitz, Walliser, Björn and Eric Davoine (2000), La construction de la confiance entre les acteurs du modèle allemand de formation professionnelle initiale, in : Jean-Claude Usunier (ed.), Confiance et performance. Un essai de management comparé France/Allemagne, Paris : Vuibert, Urban, Sabine, Ulrike Mayrhofer and Björn Walliser (1999), Alliance Capitalism in Irland, in: J. Engelhardt and W.A. Oechsler (eds.), Internationales Management. Auswirkungen globaler Veränderungen auf Wettbewerb, Unternehmensstrategie und Märkte, Wiesbaden: Gabler, Walliser, Björn and Thomas Froehlicher (1998), The Reaction of German Consumers to French Nuclear Testing, in: Ingo Balderjahn, Claudia Mennicken and Eric Vernette (eds.), New Developments and Approaches in Consumer Behavior Research, Stuttgart: Schäffer-Poeschel, Basingstoke: MacMillan, Walliser, Björn (1995), Le marketing en Allemagne, in: L Allemagne, FOREXPORT, National Center of Distance Learning (CNED), French Ministry of Education, IV.1- IV.50. Refereed Proceedings: Mogos Descôtes, Raluca, Björn Walliser and Olli Kuivolainen (2012), The Impact of SME s Degree of Internationalization on their Tacit Export Knowledge and the Financial Export Performance in a Period of Global Economic Recession, 38th Annual Conference of the European International Business Academy (EIBA), University of Sussex, December 7-9. Koromyslov, Maxime and Björn Walliser (2012), Le luxe français est-il délocalisable? Les effets négatifs de la délocalisation de la fabrication ou du design pour les marques, 28 th international conference of the French Marketing Association (AFM), Brest, France, May 9-11 («Best paper award»). Berger-Walliser, Gerlinde, and Björn Walliser (2012), A Visual Perspective on Proactive Inter-Firm Contracting, Pacific South West Academy for Legal Studies in Business Annual Conference, Palm Springs, USA, February Berger-Walliser, Gerlinde, Melanie Stalling Williams and Bjorn Walliser (2011), Legal Aspects of Ambush Marketing: A Comparative Approach, Academy of Legal Studies in Business (ALSB) Annual Conference, New Orleans, August Walliser, Björn, Gerlinde Berger-Walliser and Melanie Stallings-Williams (2011), Le cadre juridique de l ambush marketing: une approche comparée, State of the Art in Sport Management Research (Etat de la Recherche en Management du Sport), Strasbourg University, Strasbourg, France, June Koromyslov, Maxime and Björn Walliser (2011), Les conséquences négatives de la délocalisation du luxe pour les marques, 1st International Colloqium «Luxe et Contrefaçon : Défis, Enjeux et Perspectives», Wesford University Geneva and Institute of Brand Research (Institut de Recherche sur la Marque), Geneva, Switzerland, June Mogos Descôtes, Raluca and Björn Walliser (2011), International marketing knowledge absorption and the financial performance of SMEs in export markets, Annual Conference of the Academy of Marketing Science (AMS), Coral Gables, Florida, May Berger-Walliser, Gerlinde, Melanie Stalling Williams and Björn Walliser (2011), Legal Aspects of Ambush Marketing: A Comparative Approach, Pacific South West Academy for Legal Studies in Business Annual Conference, Palm Springs, USA, February (winner Best Paper Award ). Herrmann, Jean-Luc, Björn Walliser and Mathieu Kacha (2010), The double impact of sponsorship: Conscious and nonconscious awareness of the brand event link, French- Austrian-German Workshop on Consumer Behaviour : From Smart Shopping to Luxury, from Aldi to Dior: Consumption Styles in the Early 2000, University of Saarbrücken, Germany, September 29 October 1. Mogos Descôtes, Raluca, Björn Walliser, Hartmut Holzmüller and Xiaoling Guo (2010), Capturing the Home Country Conditions for Exporting SMEs: Scale Development and Implications, 2010 AMS Cultural Perspectives in Marketing Conference, IESEG School of Management, Catholic University of Lille, France, July Mogos Descotes, Raluca and Björn Walliser (2010), The impact of entry modes upon export knowledge resources and the international performance of SMEs, 39th European Marketing Academy (EMAC) Conference, Copenhagen, Denmark, June 1-4. Herrmann, Jean-Luc, Björn Walliser and Mathieu Kacha (2010), Recognition without recommendation and recommendation without recognition: An analysis of explicit and implicit sponsorship memorization effects, American Marketing Association, Winter Marketing Educators Conference, New Orleans, LA, United States, February Herrmann, Jean-Luc, Björn Walliser and Mathieu Kacha (2010), Sport sponsorship effects on spectators consideration sets: impact with and without brand-event link recognition, in: Margaret C. Campbell, J. Jeffrey Inman, and Rik Pieters (eds.), Advances in Consumer Research, Vol. XXXVII. Herrmann, Jean-Luc, Björn Walliser and Mathieu Kacha (2009), Sport sponsorship effects on spectators consideration sets: impact with and without brand-event link recognition, North American Conference of the Association for Consumer Research (ACR), Pittsburgh, PA, United States, October Herrmann, Jean-Luc, Mathieu Kacha, Björn Walliser and Denis Bettinger (2009), Sport sponsorship impact on spectators implicit memory, 38th European Marketing Academy (EMAC) Conference, Nantes, France, May Mogos Descôtes, Raluca, Björn Walliser and Hartmut Holzmüller (2009), Measuring Institutional Country Profiles for Exporting SMEs: An Emic/Etic Scale Development Approach, 38th European Marketing Academy (EMAC) Conference, Nantes, France, May Walliser, Björn, Jean-Luc Herrmann, Mathieu Kacha and Denis Bettinger (2009), I don t remember the brand but I recommend it to you taking a wider look at memorization effects of sponsorship, 4 th International Research Days on Marketing Communications, Marketing Communications in a Hypermodern Society, Aarhus Business School, Aarhus University, Denmark, March Usunier, Jean-Claude, Bruno Kocher, Brigitte Müller and Björn Walliser (2007), The standardization of international advertising: an analytic review, 36th European Marketing Academy (EMAC) Conference, Reykjavik, Iceland, May Raluca Mogos Descôtes and Björn Walliser (2006), Exploring the Institutional Profile of Exporting SMEs: Scale Development in the Romanian Context, 33 rd Conference of the UK Chapter of the Academy of International Business, April 6-8. Walliser, Björn, Mathieu Kacha and Raluca Mogos Descôtes (2005), Legitimizing public authorities as sponsors : an inquiry into the factors related to the perception and memorization of public authorities as sponsors, IV International Congress on Public and Non Profit Marketing, Jerez de la Frontera, Espagne, May Mogos Descotes, Raluca, Björn Walliser and Mathieu Kacha (2004), Une étude exploratoire entre la perception des informations relatives aux marchés étrangers, les ressources informationnelles internes et la performance internationale : le cas des TPE du Grand Est de la France, CIFEPME (Congrès International Francophone en Entrepreneuriat et PME), Montpellier, France, October Mogos Descotes, Raluca and Björn Walliser, (2004), Une étude exploratoire sur le rôle médiateur des réseaux dans le processus d acquisition de l information à l export. Leur relation avec la performance internationale des PME, 17 th Journées Nationales des IAE, University of Lyon 3, September Walliser, Björn and Patrice Laroche (2004), What do we really know about sponsorship memorization? A meta-analysis of the determinants of sponsorship recognition, 33 th European Marketing Academy (EMAC) Conference, Murcia University, Murcia, Spain, May Mogos Descotes, Raluca and Björn Walliser (2004), An Exploratory Inquiry into the Acquisition and Use of Export Information by French SMEs and its Relationship to International Performance, Proceedings of the 31 st Annual Conference of the Academy of International Business (AIB), UK Chapter: International Business in an Enlarging Europe: Integration, Coopetition and Collaboration, University of Ulster, April Mogos Descotes, Raluca and Björn Walliser (2004), Evaluating the French SMEs Behaviour in Terms of Export Information Acquisition and its Relationship to International Performance. The Mediating Role of some of the Company s Resources and Characteristics, SIMPEC, 5 th Biennial International Symposium, Brasov (Romania), May Walliser, Björn (2002), Evolution et état de l art de la recherche internationale sur le parrainage, Proceedings of the 18 th International Conference of the French Marketing Association, Lille, May 22-24, Björn Walliser (2002), Sport advertising: a review of perimeter advertising effectiveness, First international conference on research in advertising, Forum for Advertising Research, Copenhagen Business School,
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