About Rollins

Marc Fetscherin, PhD

Professor of International Business and Marketing

T. 407.691.1759

I'm a Professor of International Business and Marketing at Rollins College in the Department of Business (AACSB Accredited), Florida, USA. My expertise is in international marketing with a specialization on marketing strategy, marketing research and branding. Specifically I’m an expert related to Chinese brands, brand management, corporate branding, place branding, human brands, and consumer 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 feel honored to be part of the Fulbright Specialist Program for 2017-2020. 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) 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, 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.

My most recent edited books are Consumer Brand Relationships: Theory and Practice (2012). Consumer Brand Relationships: Meaning, Measuring, Managing (2015) and CEO Branding: Theory and Practice (2015).

Journal Articles

My work has been published in Harvard Business Review, Journal of Business Research, International Journal of Market Research, International Marketing Review, European Journal of Marketing, Journal of Consumer Marketing, Journal of Brand Management, Management International Review, International Business Review, European Journal of International Management or Tourism Managementamong others.

Books

My most recent edited books are "Consumer Brand Relationships: Theory and Practice" (2012) Taylor and Francis (Routledge), "Consumer Brand Relationships: Meaning, Measuring, Managing" (2015) Palgrave McMillan and"CEO Branding: Theory and Practice" (2015) Taylor and Francis (Routledge).

Teaching Cases

I have written many case studies such as "Marketing Strategy of Changhong - A Chinese TV Manufacturer" in Strategic Marketing: Creating Competitive Advantage by Douglas West, John Ford and Essam Ibrahim. More recent teaching cases are:

"Swiss Army: Diversification into Fragrance Business", available at Harvard Business Publishing (Ivey Case). It's one of the 20best selling cases by Ivey in 2015-16.

"Paillasse International SA: Global Market Selection", available at Harvard Business Publishing

"Avari Ramada Hotel: Pricing Hotel Rooms", available at Harvard Business Publishing

At Rollins I teach International Marketing, Global Brand Management, Marketing Research.

I feel honored to be part of the Fulbright Specialist Program for 2017-2020. I taught or I teach undergraduate and graduate (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), University of Fribourg (Switzerland), University of Lausanne - HEC (Switzerland) or Lucerne University of Applied Sciences and Arts (Switzerland).

Fetscherin’s brand-relationships article receives record engagement

Professor of Marketing and Gelbman Family Chair of International Business Marc Fetscherin recently published an article on consumer brand relationships in the Journal of Business Research. Google Scholar ranked the article among the top 1 percent most cited articles in the journal for the past five years and went on to rank it as one of the most cited in the field of marketing as well.
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Stronger Together

At Rollins, our diverse group of community engagement courses delivers on the College’s commitment to service, synthesizing classroom learning with real-world experiences in our own backyard.
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Fetscherin gives keynote at the International Conference on Marketing, Tourism & Hospitality

Professor of Marketing Marc Fetscherin recently gave a keynote, “Successful Publishing: Some Insights,” at the International Conference on Marketing, Tourism, & Hospitality in Zurich. The conference offers a platform to academicians, research scholars, and industry specialists in the field of marketing and tourism to discuss key issues in the industry.
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Fetscherin organizes international branding conference in Mexico

Marc Fetscherin, Ronald G. and N. Jayne Gelbman Chair of International Business and Professor of Marketing, recently organized a three-day international branding conference in Cancun, Mexico.
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Fetscherin publishes article on brand hate in the Journal of Brand Management

Professor of Business Marc Fetscherin has published the article, “Trajectories of Brand Hate,” in the latest issue of the Journal of Brand Management. The article was co-authored by Lia Zarantonello (University of Roehampton, UK); Simona Romani (LUISS University, Rome); and Silvia Grappi (University of Modena and Reggio Emilia, Italy).
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About Rollins

Marc Fetscherin, PhD

Introduction

Research & Publications