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


  • MBA, Kent State University, Kent, United States
  • PhD, University of Michigan–Ann Arbor, Ann Arbor, United States


Bernard L. Simonin is Professor of Marketing and International Business. He holds a PhD 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.
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