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Bernard L. Simonin

Associate Professor of Marketing and International Business

Education

Engineering Diploma, École Supérieure d'Informatique
MBA, Kent State University
PhD in International Business, University of Michigan

Professional Activities

Taught at the University of Michigan, Harvard University, University of Washington, University of Illinois, and Kasetsart University (Thailand); advisor and consultant to high-tech firms; former systems analyst and software engineer. Editorial Board member of the Journal of International Business Studies, Journal of International Management, International Journal of Indian Culture and Business Management.

Programs & Centers

• International Business Relations Program

Courses

Fall 2009

• EIB B260 - International Marketing
• EIB B262 - Marketing Research and Global Intelligence

GMAP

• GMA D210 - Leadership and Management

Research Interests

Strategic alliances, brand alliances, symbiotic marketing and sponsorship, branding, state branding, public and nonprofit branding, brand community, market orientation, service quality and customer satisfaction, sports marketing, international marketing, COO effects and ethnocentrism, offshoring and outsourcing, learning organizations, and knowledge management.

Faculty Research Profile - “Professor Simonin has recently embarked on two research projects. He will explore the role of branding in the non-profit sector and customer satisfaction in the public sector."

Selected Publications

• “Building and Valuing Global Brands in the Nonprofit Sector.” Nonprofit Management and Leadership, 2007, 17(3): 253-277 (with Nathalie Laidler-Kylander and John A. Quelch) [lead article].
• “The Power of Numbers: Investigating the Impact of Event Roster Size in Consumer Response to Sponsorship.” Journal of Advertising, 2006, Winter, 35(4): 7-20 (with J. Ruth) [lead article].
• "How to Structure and Manage the State Branding Process," Advertising Express, July 2005: 45-57 (with Jorge De Vincente);
• “Marketing Program Standardization: A Cross-Country Exploration.” International Journal of Research in Marketing, 2004, December, 21(4): 397-419 (with Ayse Ozsomer). [“Honorable Mention” in the Marketing Science Institute/International Journal of Research in Marketing competition on global marketing. Out of 41 competitive submissions, the paper was tied for third place].
• “An Empirical Investigation of the Process of Knowledge Transfer in International Strategic Alliances.” Journal of International Business Studies, 2004, September, 35(5): 407-427. [Journal of Advertising 2003 Best Paper Award]. [“Bright Idea Award in Marketing Sponsorship” sponsored by the Stillman School of Business at Seton Hall University and the NJPRO Foundation, the public policy research affiliate of the New Jersey Business and Industry Association (NJBIA)].
• “Marketing Program Standardization: A Cross-Country Exploration.” Marketing Science Institute Reports, 2003, 03(3): 96-97 (with Ayse Ozsomer).
• “Beyond Alliances: Towards a Meta-Theory of Collaborative Learning.” In M. Esterby-Smith and M. Lyles (eds), Handbook on Organizational Learning, 2003, Chapter 11, Blackwell Publishers (with Jane Salk)
• “Freixenet Multimedia Case: The Answer.” 2003, CD-Rom based case debriefing and answers (with J. Rialp).
• “Freixenet Multimedia Case: Teaching Notes.” 2003. Complete set of teaching notes for instructors, 40 pages (with J. Rialp).
• “Freixenet Multimedia Case: The Australian Challenge.” 2002, CD-Rom integrated case, ISBN 0-7421-3272-2 (with J. Rialp).
• “The Nature of Collaborative Know-How.” In F. Contractor and P. Lorange (eds) Cooperative Strategies and Alliances, 2002, Chapter 11: 237-263, Elsevier Science Publisher.
• “Collaborative Know-How and Collaborative Advantage.” Global Focus. 2000, 12(4): 19-34.
• “Ambiguity and the Process of Knowledge Transfer in Strategic Alliances.” Strategic Management Journal, 1999, 20: 595-623 [lead article].
• “Transfer of Marketing Know-How in International Strategic Alliances: An Empirical Investigation of the Role and Antecedents of Knowledge Ambiguity.” Journal of International Business Studies, 1999, 30(3): 463-490.
• “Restructuring Japanese Business through Kyosei: Capitalizing on International Strategic Alliances at the Consumer Level.” In R. Agarwal (Ed.) Restructuring Japanese Business For Growth, 1999, p. 275-294, Kluwer Academic Publishers: Norwell, Ma. (with J. Ruth)
• “Transfer of Marketing Know-How in International Strategic Alliances: A Conceptual model.” In Contemporary Developments in Marketing, (from the International Marketing Colloquium: New Frontiers and New Tendencies), 1999, p. 135-147, Editions ESCA.
• “Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes.” Journal of Marketing Research, 1998, February, Vol. 35(1): 30-42. (with J. Ruth)
• “The Importance of Developing Collaborative Know-How: An Empirical Test of the Learning Organization.” Academy of Management Journal, 1997, October, Vol. 40(5): 1150-1174.
• “Restructuring Japanese Business through Kyosei: Capitalizing on International Strategic Alliances at the Consumer Level.” International Executive (Special Issue on Japan), 1996, Jan-Feb, Vol. 38(1): 53-78. (with J. Ruth)
• “Bundling as a Strategy for New Product Introduction: Effects on Consumers' Reservation Price for the Bundle, the New Product, and Its Tie-In.” Journal of Business Research, special issue on Pricing Strategy and the Marketing Mix, 1995, July, Vol. 33(3): 219-230. (with J. Ruth)
• “Sustaining Competitive Advantage: Reflections on the Rise of Collaborative Know-How.” In Lee Preston (Ed.) Multinational Enterprises and the Global Economy, (in honor of John H. Dunning), 1995, p. 135-138, CIBER-University of Maryland, MD.
• “IBUS 560: Multinational Business Management.” International Business I, Business Administration Reading Lists and Course Outlines, 1995, Vol. 7: 196-206, Eno River Press.
• “Organizational Learning and a Firm's Core Competence.” In G. Hamel and A. Heene (Eds.) Sustainable Competitive Advantage through Core Competence, 1994, p. 213-239, Wiley. (with D. Helleloid)
• “Towards a Better Understanding of Strategic Alliances in Marketing through Observation of Symbiotic Relationships in Nature.” 1994. In J. Sheth and A. Parvatiyar (Eds.) Relationship Marketing: Theory, Methods, and Applications, Atlanta, Ga: Emory University. (with J. Ruth).
• “Strategic Alliances in the Triad: An Exploratory Study,” Journal of International Marketing, 1993, 1(1): 4-25 (with V. Terpstra). [lead article and JIM 1993 Hans B. Thorelli Best Paper Award].