Bodo Schlegelmilch

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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 and has received the 2020 Significant Contributions to Global Marketing Award of the American Marketing Association.[4]


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 as founding Dean of the WU Executive Academy at the Vienna University of Economics and Business,[5] and Editor in Chief of the American Marketing Association's Journal of International Marketing.[6]

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.[7]


Schlegelmilch has been listed among the world's most prolific authors in international marketing.[8] He has published more than a dozen books on different marketing and management topics,[9] including widely noted textbooks in English, German and Mandarin:

  • Schlegelmilch, Bodo B and Winer R.S. (eds.), The Routledge Companion to Strategic Marketing, Routledge. 2021. Template:ISBN.
  • Schlegelmilch, Bodo B., Global Marketing Strategy: An Executive Digest. 2016. Cham: Springer, Template:ISBN. The various editions of this book are held in 216 libraries, according to WorldCat.[10]
  • Schlegelmilch, B.B. and WU, H., Global Marketing Strategy: A Digest for Chinese Managers, Sun Yat-sen University Press, 2021.
  • Keegan W.J., Schlegelmilch B.B. and Stöttinger B., Globales Marketing-Management. Eine europäische Perspektive, Oldenbourg Verlag, 2002. Template:ISBN.

His research spans international marketing strategy, corporate social responsibility and cultural differences[11] and has been published in a variety of academic journals (e.g. Strategic Management Journal,[12] Journal of International Business Studies[13] and Journal of the Academy of Marketing Science).[14]


Schlegelmilch is a leading proponent of the "degrees for rent" concept, which calls for abolishing the current university practice of awarding degrees for life to students. Instead, Schlegelmilch maintains 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)[15]


  1. Business Graduate Association (BGA).
  2. International Marketing Management.
  3. Academy of Marketing Science.
  4. :American Marketing Association.
  5. WU Executive Academy Wien.
  6. Latest Research.
  7. FIDES.
  8. 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. Template:ISBN.
  10. Schlegelmilch, Bodo B (27 May 2018). Global marketing strategy: an executive digest.
  12. 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.
  13. 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.
  14. 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.
  15. Moules, Jonathan. January 3, 2019. Why MBAs should keep going back to school. Financial Times,