Bodo Schlegelmilch

Bodo B. Schlegelmilch is Chair of the Association of MBAs (AMBA) and Business Graduate Association (BGA)[1] as well as Professor and Chair of the Institute for International Marketing at WU,[2] Vienna University of Economics and Business, Vienna, Austria. He has been awarded Fellowships from the Academy of International Business, the Academy of Marketing Science[3] and the Chartered Institute of Marketing. The American Marketing Association conferred the Significant Contributions to Global Marketing Award,[4] and the Lifetime Achievement Award for Higher Education,[5] the Academy of Marketing Science the 2023 Marketer of the Year Award,[6] and Thammasat University a Bualuang ASEAN Chair Professorship.[7]

Bodo Schlegelmilch

Biography

Schlegelmilch obtained his bachelor's degree at the University of Applied Sciences in Cologne, his master's degree, Ph.D. and D.Litt. from the University of Manchester and an honorary Ph.D. from Thammasat University in Bangkok. He served 11 years as Founding Dean of the WU Executive Academy at the Vienna University of Economics and Business,[8] where he initiated a number of MBA programs. As Academic Director, he led the Vienna Executive MBA program into the Global Top-50 ranking of the Financial Times.[9][10][11]

Starting at Deutsche Bank and Procter & Gamble, he continued his career at the University of Edinburgh and the University of California, Berkeley. Appointments as British Rail Chair of Marketing at the University of Wales and Professor of International Business at Thunderbird School of Global Management followed.[12]

Publications

Schlegelmilch has been listed among the world's most prolific authors in international marketing.[13] He has published more than a dozen books on different marketing and management topics,[14] including widely noted textbooks in English, German and Mandarin:

  • Schlegelmilch, Bodo B., Global Marketing Strategy: An Executive Digest (Second Edition). 2022. Cham: Springer, ISBN 9783030906641. The various editions of this book are held in 364 libraries, according to WorldCat.[15]
  • Schlegelmilch, Bodo B and Winer R.S. (eds.), The Routledge Companion to Strategic Marketing, Routledge. 2021. ISBN 9781351038669.
  • Schlegelmilch, B.B. and WU, H., Global Marketing Strategy: A Digest for Chinese Managers, Sun Yat-sen University Press, 2021.[16]
  • Keegan W.J., Schlegelmilch B.B. and Stöttinger B., Globales Marketing-Management. Eine europäische Perspektive, Oldenbourg Verlag, 2002. ISBN 3-486-25005-1.

His research spans international marketing strategy, corporate social responsibility and cultural differences[17] and has been published in a variety of academic journals (e.g. Strategic Management Journal,[18] Journal of International Business Studies[19] and Journal of the Academy of Marketing Science).[20]

Other

Schlegelmilch put the "degrees for rent" concept for discussion, which calls for abolishing the current university practice of awarding degrees for life to students. Instead, Schlegelmilch suggests that degrees should be awarded only for a fixed period, after which graduates would need to continuously top up with additional courses to maintain the validity of their degree (a key tenet of lifelong education). ("Why MBAs should keep going back to school", Financial Times, January 3, 2019)[21] Schlegelmilch also called for radical innovations of business Schools.[22]

References
  1. "Homepage". Business Graduates Association. Retrieved 2021-09-22.
  2. "International Marketing Management". www.wu.ac.at. Retrieved 2021-09-22.
  3. "Academy of Marketing Science". www.ams-web.org. Retrieved 2021-09-22.
  4. "GM SIG Contributions to Global Marketing". American Marketing Association. Retrieved 2021-09-22.
  5. "Marketing for Higher Education SIG". American Marketing Association. Retrieved 2023-08-07.
  6. "AMS CUTCO/Vector Distinguished Marketing Educators - Academy of Marketing Science". www.ams-web.org. Retrieved 2023-05-10.
  7. "ขอเชิญเข้าร่วมฟังบรรยายพิเศษ ในหัวข้อ "Ten Key Challenges in Global Marketing Strategy"". Thammasat Business School (in Thai). 2023-03-06. Retrieved 2023-05-10.
  8. "WU Executive Academy Wien". WU Executive Academy. Retrieved 2021-09-22.
  9. "European Business School Ranking 2014". In: Financial Times. 30. November 2018, on 28. September 2021.
  10. Peter M. Mayr: High Potential Day 2015 - Österreichs klügste Köpfe. Band 27. Profil, 29. Juni 2015, S. 16–18.
  11. Kathrin Gulnerits: Durchgetragen wird niemand. Hrsg.: Wirtschaftsblatt. Observer, Wien 30. Januar 2015, S. 1.
  12. "Bodo B. Schlegelmilch (WU Research)". bach.wu.ac.at. Retrieved 2021-09-22.
  13. Leonidou, L. C., Katsikeas, C. S., Samiee, S. & Aykol, B. (2018). "International Marketing Research: A State-of-the-Art Review and the Way Forward." In Advances in Global Marketing (pp. 3-33). Springer International Publishing. ISBN 978-3-319-61385-7.
  14. "Profiles". scholar.google.at. Retrieved 2021-09-22.
  15. Schlegelmilch, Bodo B (2022). Global marketing strategy: an executive digest. ISBN 978-3-030-90664-1. OCLC 1304478475.
  16. "《全球营销战略：中国经理人指南》([德]波多·施勒格尔米尔希，吴惠良)【摘要 书评 试读】- 京东图书". item.jd.com. Retrieved 2021-09-22.
  17. "Google Scholar Citations". accounts.google.com. Retrieved 2021-09-22.
  18. Ambos, Björn, Schlegelmilch, Bodo B. (2007). Innovation and Control in the Multinational Firm: A Comparison of Political and Contingency Approaches. Strategic Management Journal. 28 (5): 473–486.
  19. Awanis, Sandra, Schlegelmilch, Bodo B., Chi Cui, Charles. (2017). Asia's Materialists: Reconciling Collectivism and Materialism. Journal of International Business Studies, 48 (8): 964-991.
  20. Szöcs, Ilona, Schlegelmilch, Bodo B., Rusch, Thomas, Shamma, Hamed M. (2016). Linking Cause Assessment, Corporate Philanthropy, and Corporate Reputation. Journal of the Academy of Marketing Science. 44 (3): 376–396.
  21. Moules, Jonathan (January 3, 2019). "Why MBAs should keep going back to school". Financial Times. Retrieved 2021-09-22.
  22. Schlegelmilch, Bodo B. (2020). "Why Business Schools Need Radical Innovations: Drivers and Development Trajectories". Journal of Marketing Education. 42 (2): 93–107. doi:10.1177/0273475320922285. ISSN 0273-4753. S2CID 219513127.
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