Bernard Simonin

Bernard L. Simonin

Mugar 252D
160 Packard Avenue, Medford, MA 02155
Research/Areas of Interest:

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; Knowledge management


  • Engineering Diploma, École Supérieure d'Informatique
  • MBA, Kent State University
  • Ph.D., International Business, University of Michigan


Bernard L. Simonin is professor of marketing and international business. He holds a Ph.D. in international business from the University of Michigan, an MBA from Kent State University, and a graduate degree in computer sciences from a French engineering school. His research interest in knowledge management and strategic alliances spans the fields of strategy and management, international business, and marketing. His award-winning work is widely cited and has been published in the Academy of Management Journal, Strategic Management Journal, Human Resource Management Journal, International Executive, Journal of Business Research, Global Focus, Fletcher Forum of World Affairs, Nonprofit Management and Leadership, International Journal of Nonprofit and Voluntary Sector Marketing, Journal of International Business Studies, Journal of Marketing Research, International Journal or Research in Marketing, Journal of Advertising, and Journal of International Marketing.

His current research focuses on nation branding, brand alliances, brand communities, symbiotic marketing and sponsorship, market orientation, customer satisfaction and services, nonprofit branding, strategic alliances, collaborative know-how, headquarter subsidiary relations, organization learning and knowledge management, and structural equation modeling. He has taught at the University of Michigan, University of Washington, University of Illinois, Harvard University, Autonoma University of Barcelona, and Kasetsart University in Thailand.

Areas of expertise

International Business
International Communications & Public Diplomacy
Science & Technology Policy

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

Other Affiliations

  • International Business Relations Program

Courses Taught

Selected Publications and Presentations


"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)

Simonin, Bernard. "An Empirical Investigation of the Process of Knowledge Transfer in International Strategic Alliances." Journal of International Business Studies 35, (2004): 407-417.

"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].

"Freixenet Multimedia Case: The Answer." 2003, CD-Rom based case debriefing and answers (with J. Rialp).

"Marketing Program Standardization: A Cross-Country Exploration." Marketing Science Institute Reports, 2003, 03(3): 96-97 (with Ayse Ozsomer).

"Freixenet Multimedia Case: The Australian Challenge." 2002, CD-Rom integrated case, ISBN 0-7421-3272-2 (with J. Rialp).

Simonin, Bernard. "Collaborative Know-How and Collaborative Advantage." Global Focus 12, no. 4 (2000): 19-34.

Simonin, Bernard. "Ambiguity and the Process of Knowledge Transfer in Strategic Alliances." Strategic Management Journal 20, no. 7 (1999): 525-623.

"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.

Simonin, Bernard and Julie A. Ruth. "Is A Company Known By the Company it Keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes." Journal of Marketing Research 35, no. 1 (1998): 30-42.

Simonin, Bernard. "The Importance of Developing Collaborative Know-How: An Empirical Test of the Learning Organization." Academy of Management Journal 40, no. 5 (1997): 1150-1174.

Simonin, Bernard. "Restructuring Japanese Business through Kyosei: Capitalizing on International Strategic Alliances at the Consumer Level." The International Executive 38, no. 1 (1996): 53-77.

Simonin, Bernard and Julie A. Ruth. "Bundling as a Strategy for New Product Introduction: Effects on Consumers." Journal of Business Research 33, no. 3 (1995): 219-230.

Simonin, Bernard and Vern Terpstra. "Strategic Alliances in the Triad: An Exploratory Study." Journal of International Marketing 1, no. 1 (1993).

"IBUS 560: Multinational Business Management." International Business I, Business Administration Reading Lists and Course Outlines, 1995, Vol. 7: 196-206, Eno River Press.


"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).

"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.

"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.

"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).

"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).