2005/02 – 2005/08

Harvard University
Post-Doc
Cambridge, USA

University of California (UC) Berkeley
Visiting Researcher

Berkeley, USA

2002/03 – 2004/06

University of Bern
Ph.D.
Bern, Switzerland

1998/10 – 1999/06

London School of Economics (LSE)
Masters in Business Studies (MBS)
London, UK

1995/10 – 1998/06

University of Lausanne - Hautes Etudes Commerciales (HEC)
Master of Science in Management (MIM)
Lausanne, Switzerland

2007 - ongoing

Harvard University
Visiting Scholar
Asia Programs
Cambridge, USA

2008 - ongoing

East China University of Science and Technology (ECUST)
Visiting Professor
School of Business
Shanghai, China

2009

Copenhagen Business School
Visting Professor
Copenhagen, Denmark

2009 - ongoing

University of Fribourg
Lecturer and Research Fellow
Center of Competitiveness
Fribourg, Switzerland

2005/08 - ongoing

Rollins College, Crummer Graduate School of Business, Department International Business & China Center
Assistant Professor

Winter Park, USA

Consulting Projects

IKEA, H&M, Swissbit, Swiss Spice, SunCountry Airlines, ...

2004/03 – 2007/12

Bonfort SA
Chief Executive Officer (CEO)
Bern, Switzerland

2002/03 – 2004/06

University of Bern
Research and Teaching Assistant, Ph.D. student
Bern, Switzerland

1999/10 – 2001/10

McKinsey & Company
Consultant
Worldwide (e.g., India, Poland, UK, France, Netherlands)

1998/03 – 1998/06

H&M (Hennes & Mauritz)
Intern
Lausanne, Switzerland

1997/07 – 1997/10

Novartis
Intern
Bern, Switzerland

1995/09 – 1997/11

Ecole Supérieure de Commerce La Neuveville
Instructor
La Neuveville, Switzerland

• VP College Relations of American Marketing Association, Central Florida Chapter (2005-07)

• Board of Directors Bella Terra Condominium Association (2006-07)

• Associated Expert - EU Project INDICARE (The Informed Dialogue about Consumer Acceptability of Rights Management Solutions in Europe) (2002-05)

Courses Taught

- International Business

- Principles of Marketing

- International Marketing

- Marketing Research

- Strategic Brand Management

- Competitiveness (with Philippe Gugler & Michael Porter)

- Management Consulting

- Managing the Digital Firm

• Editorial Board Member of Journal of Brand Management

• Editorial Board Member of Place Branding and Public Diplomacy

• Editorial Board Member of Journal of Electronic Commerce Research

• Guest Editor, Special Issue in Multinational Business Review

• Guest Editor, Special Issue in Chinese Management Studies

• Guest Editor, Special Issue in Journal of Electronic Commerce Research

• Journal of Marketing

• International Marketing Review

• Journal of Marketing Theory and Practice

• European Journal of Marketing

• Journal of Marketing Management

• Journal of Brand Management

• Thunderbird International Business Review

• Journal of the Asia Pacific Economy

• International Journal of Media Management

• International Journal of Technological Learning, Innovation and Development

• American Marketing Associations - Educators' Conference (AMA)

• European Marketing Academy Conference (EMAC)

• Society for Marketing Advances (SMA)

• Academy of International Business Conference (AIB)

• International Business, T., Cavusgil, G., Knight, J. Riesenberger, (Eds). Prentice Hall, 1st Edition, 2008 (ISBN 0131738607)

• The Globalization of Chinese Enterprises, Ilan Alon and John R. McIntyre (Eds). Palgrave Macmillan, 1st Edition, 2007 (ISBN 0230515622)

• Organizer, China Goes Global Confernece, Harvard University, Cambridge, MA, October 6-8, 2010. (with I. Alon, J. Chang, J. McIntyre, C. Lattemann)

• Organizer, First International Colloquium on Consumer-Brand-Relationship, Rollins College, FL, April 23-24, 2010. (with S. Fournier, T.C. Melewar, M. Breazeale)

• Organizer, China Goes Global Confernece, Harvard University, Cambridge, MA, September 30 - October 2, 2009.  (with I. Alon, J. Chang, J. McIntyre, C. Lattemann)

• Organizer, China Goes Global Confernece, Harvard University, Cambridge, MA, 8-10 October, 2008. (with I. Alon, J. Chang, J. McIntyre, C. Lattemann)

• Session Chair, Product and Brand Management, European Marketing Academy Conference (EMAC), Copenhagen, June 1-4.

• Session Chair, Brand Personality Track, 6th Thought Leaders International Conference in Brand Management, University of Lugano, Lugano, April 18-21.

• Session Chair, International Marketing Track, Society for Marketing Advances (SAM), New Orleans, USA, November 4-7, 2009.

• Session Chair, Pedagogy Session, AMA Winter Marketing Educators' Conference, Tampa, USA, February 20-23, 2009.

• Session Chair, The Globalization of Chinese Enterprises: Transformational Politics, Business Strategies, and Future Paths, Cambridge, USA, October 9-10, 2008.

Associations & Alumni

• Academy of International Business (AIB)

• American Marketing Association (AMA)

• Association for Place Branding & Public Diplomacy

• Academy of Marketing

• Academy of Marketing Science

• Euro-Asia Management Studies Association

• Deutscher Hochschulverband

• Harvard Alumni Association

• UC Berkeley Alumni Association

• McKinsey Alumni Association

• London School of Economics Alumni Association

• Graduate HEC Lausanne Association

Swiss National Science Foundation, joint research project - University of Fribourg -Rollins College, $200K

Alexander von Humboldt Stiftung, joint research project Harvard - Rollins College- Potsdam University, $90K

2004

Swiss National Science Foundation, funded Ph.D. Research, University of California (UC) Berkeley, $18K

Outstanding Paper Award at the 7th Annual Conference of the International Academy of E-Business, April 5-8, 2007 Vancouver, Canada

The Eight Annual OCSA Professor Appreciation Award for the
"Most Challenging Professor" at Rollins College (college wide, voted by all students)

Outstanding Paper Award at the 6th Annual Conference of the International Academy of E-Business, March 23-26, 2006 Orlando, USA

2005

Magna Cum Laude, Ph.D., University Bern, Switzerland

1999

Magna Cum Laude, Master in Business Administration, London School of Economics, UK

1998

Magna Cum Laude, Master in Management, University of Lausanne, Switzerland

1995

Magna Cum Laude, ranked fifth of all students, business degree, Ecole Supérieure de Commerce Neuchâtel, Switzerland

1993

Magna Cum Laude, ranked first of all students, Ecole Supérieure de Commerce La Neuveville, Switzerland

German

Mother tongue

French

Fluent

English

Fluent

Spanish

Good

Russian

Basic

Chinese

Beginner

Fetscherin, M. (2010), How to Brand Nations, Cities and Destinations: A Planning Book for Place Branding, International Marketing Review, Vol. 27, No. 4, P. 480-483. ISI/Impact Factor: 1.164.

Fetscherin, M. (2009), Nation Branding, Journal of Marketing, Vol. 73(2), (May), Online. ISI/Impact Factor 3.598.

Li, S., Fetscherin, M., Alon, I., Lattemann, C., and Yeh, K. (2010), Corporate Social Responsibility in Emerging Markets - The Importance of the Governance Environment, Management International Review, Vol. xxx, P. x-x (forthcoming). ISI/Impact Factor: tbd.

Fetscherin, M. (2010), The Determinants and Measurement of a Country Brand: The Country Brand Strength Index, International Marketing Review, Vol. 27, No. 4, P. 466-479. ISI/Impact Factor: 1.164.

Lattemann, C., Fetscherin, M., Li, S., Alon, I., and Schneider, A-M. (2009), CSR Communication Intensity of Chinese and Indian Multinational Companies, Corporate Governance: An International Review, (2009), Vol. 17(4), 426-442. ISI/Impact Factor 1.094.

Lattemann, C. Fetscherin, M., Lang, G. (2008), Kundenintegration zur Produktentwicklung in Virtuelle Welten - Eine Bestandsaufnahme in Second Life, in: HMD – Praxis der Wirtschaftsinformatik, No. 261, P. 51-60.*

Lattemann, C., Kupke, S., Stieglitz, S., Fetscherin, M. (2007), How to Govern
Virtual Corporations, Journal of E-Business Vol. VII, P. 53 - 64.

Fetscherin, M. (2010), The Relationship between Brand Loyalty and Brand Love and their effects on Purchase Behavior and Word-of-Mouth, AMA Summer Marketing Educators' Conference, Boston, USA, August 13-16.

Fetscherin, M. (2009), The Determinants of Motion Picture Box Office Performance: Evidence from Bollywood Films in the US, Society for Marketing Advances (SMA), New Orleans, Novemer, 4-7.

Fetscherin, M. (2009), Country Branding: A Conceptual Framework, European Marketing Academy Conference (EMAC), Nantes, France, May, 26-29.

Galvez, D., Fetscherin, M. (2009), Measuring the Effect of Country of Origins on Consumer’s Brand Perception: An Explorative Study of Chinese and Brazilian Beer, AMA Winter Marketing Educators' Conference, Tampa, USA, February 20-23.*

Fetscherin, M., Lattemann, C., Schneider, Alon, I. (2008), Corporate Social Responsibility of Chinese Companies: An Analysis of Corporate Communication, Research Symposium on Corporate Governance in China and India, Virginia, USA, October 24-25.

Lattemann, C., Fetscherin, M., Schneider, A-M., Alon, I. (2008), Chinas Interpretation of Corporate Social Responsibility, 3rd International CSR-Conference "Corporate Responsibility and Governance", Berlin, Germany, October 8-10.