Current Research Projects

My current research is concentrated in three areas.

The first area of interest is International Business. My particular emphasis here is on the strategy of international expansion, especially to China and USA; mayor work has been undertaken directed to Business-to-Business relationships. In particular using information technologies (IT).

The second research area involves applying Business Branding to two problem areas in marketing.

The most important area is the analysis of brand performance, i.e., where marketers measure performance (such as consumer satisfaction, cutomer loyalty) over time.

The next research area is related to the first. The objective here is to develop models and systems for analysing brand performance. Recent research using the first global brand value database of surveys. This date base has been developed during the recent research work at UIC and IIT Chicago.

Earlier work on developing a diagnostic instrument for measuring brand steering also is related to this work.

The third area is a developing one. In recent years, more and more component suppliers have understood the concept of Ingredient Branding (InBranding). In my research I have analyzed all existing concept and currently a team of researchers are working to develeop a measurement concept of performance improvement and a steering system for guiding companies to success:

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See MoreInformation for the reseach team.