BJÖRN WALLISER

University of Lorraine (France)

Institute of Business Administration (ISAM-IAE) 25, rue Baron Louis

F-54000 Nancy Office phone : +33 3 72 74 41 703 Bjorn.Walliser@univ-lorraine.fr

EDUCATION

1998

“Habilitation” in Business Administration

[French qualification to supervise Ph.D. students]

Louis Pasteur University, Strasbourg (France)

1990-1994 Ph.D., Marketing (« doctorat en sciences de gestion »),

University of Grenoble II, Graduate School of Management (ESA),

France

1989-1990 Doctoral Programme, University of Grenoble II,

Graduate School of Management (ESA), France

1982-1987 Master of Business Administration, Studies at:

Ecole Supérieure de Commerce de Paris (France), ESCP

University of California at Los Angeles, UCLA (United States)

University of Stuttgart-Hohenheim (Germany)

Languages: German: mother tongue

English: fluent

French: fluent

Spanish: intermediate level

EMPLOYMENT

1999-present Professor of Marketing, University of Lorraine, Nancy (France),

Institute of Business Administration,

1994-1998 Associate Professor of Marketing

Strasbourg University (France), Graduate School of Management

1993-1994 Lecturer, University of Savoie, Chambéry (France)

1990-1993 Research Assistant (to Professor Usunier),

University of Grenoble, Graduate School of Management (France)

1991-1992 Marketing Assistant (part-time),

Stuttgarter Messe- und Kongreßgesellschaft mbH, Stuttgart,

Germany

1987-1989 Assistant / Senior Consultant, Andersen Consulting, München,

Germany

UNIVERSITY AND ACADEMIC SERVICE / FUNCTIONS

Ongoing:

Director of the Master Programme in “Marketing and Sales”, Institute of Business

Administration, University of Lorraine, since 2005.

Member of the Scientific Board (Law, Economics and Business Administration) of the

University of Lorraine, since 2012.

Member of the Administrative Board of the Institute of Business Administration,

University of Lorraine, since 2001.

Member of the extended Executive Committee of the French Marketing Association in

charge of the doctoral dissertation competition (“prix de these”), since 2016.

Expert at the (French) Agency for the Evaluation of Research and Higher Education

(Haut Conseil de l’Evaluation de la Recherche et de l’Enseignement Supérieur,

HCERES), since 2010.

Previous:

Head of the research group in marketing at the CEREFIGE research centre, University of

Lorraine (2005-2014)

Member of the extended Executive Committee of the French Marketing Association in

charge of the annual international conference, 2010-2014.

Member of the research and pedagogical committee of the Doctoral School in Law,

Economics and Business Administration at the University of Lorraine, 2001-2013.

Director of Research, ICN Business School, 2005-2008 (holding a key role in the

preparation and obtention – in 2007 - of EQUIS accreditation by the ICN Business

School).

Expert at the French Ministry of Research and Technology (evaluation of French research

centres or programmes at the Master level), 2003-2007

Member of the Evaluating Commission of Swiss Professional Business Schools, 2003-

2006.

Director of the Research Centre in Financial Economy and Management (GREFIGE),

University Nancy 2, 2001-2005 (comprising approximately 100 researchers at the end of

the mandate).

Director of the Pre-Doctoral Programme in Business Administration (“D.E.A. sciences de

gestion”), 2000-2003.

Member of the Scientific Board of the University of Nancy 2, 2002-2006.

Member of the Administrative Board of the ICN Business School, University of Nancy 2,

2002-2005.

Responsible for International Affairs at the Institute of Business Administration,

University of Nancy 2 (1999-2001).

TEACHING EXPERIENCE

Undergraduate: Graduate: International Marketing International Marketing (MSc, MBA, EMBA)

Introduction to Marketing Marketing Communications (MSc, MBA, EMBA)

Market Research Sports Marketing (MBA)

Marketing (MBA)

Sponsorship-Linked Marketing (MBA)

Online Teaching:

(author of two online teaching modules – in French language – on the platform for higher

education in France – AUNEGE, last update 2013)

- “International Marketing Strategy” see at: http://ressources.aunege.fr/nuxeo/site/esupversions/773a5d3e-374f-

4b01-ad44-a2201dc0663c/Strategie_marketing_international/co/marketing_web.html

- “The International Marketing Environment”, see at: http://ressources.aunege.fr/nuxeo/site/esupversions/773a5d3e-374f-4b01-ad44-a2201dc0663c/Strategie_marketing_international/co/marketing_web.html

Visiting Positions and Courses Taught:

University of Bayreuth, Germany, International Marketing (November 2015)

University of Indonesia, Indonesia, International Marketing Management (April/May, 2013)

University of Bayreuth, Germany, Innovative Below the Line Communications (April 2012,

December 2013, November 2014)

California State University, Northridge, Sports Marketing (January-June 2010)

University of Freiburg, Germany, International Marketing in France and Germany, several

invitations between 2000 and 2013

Aarhus School of Business, Aarhus University, Denmark, Sports Sponsorship (October-

November 2007)

University of Bern, Switzerland, International Marketing (April-May 2002)

Bloomsburg University, USA, Introduction to International Marketing (April 2001)

Boston College, USA, selected marketing lectures – no full course (March-April 1996)

RESEARCH INTERESTS

Communication Effects: Sponsorship-linked Marketing, International Advertising Strategy

Consumer Behavior: Comprehension and Memory Processes

International Marketing: Country-of-Origin Effects, Internationalization of SMEs, Cultural

Influences on Marketing Policies and Programmes

RESEARCH AND PUBLICATIONS

Doctoral Dissertation:

« L'efficacité du parrainage sportif au sein de la communication de l'entreprise », thèse

pour le doctorat ès sciences de gestion

[English translation: “The effectiveness of sports sponsorship as a communications

instrument”]

January 1994, (Chairperson: Jean-Claude Usunier)

University of Grenoble, Graduate School of Management (France)

Recipient of the “Paul Nicolas Prize”, sponsored by the French Academy of Commercial

Science for the best doctoral dissertation in the field of marketing in 1994.

Refereed Journal Articles:

Herrmann, Jean-Luc, Mathieu Kacha, Christian Derbaix, Olivier Corneille and Björn

Walliser (2014), Implicit sponsorship effect for a prominent brand, European Journal of

Marketing, 48, 3/4, 785-804.

Mogos Descotes, Raluca, Björn Walliser (2013), “Foreign market-related knowledge

absorption and the international financial performance of SMEs, Management

International, 17, 4, 178-193.

Koromyslov, Maxime, Björn Walliser and Elyette Roux (2013), Marques françaises du

luxe : effets de la délocalisation de la fabrication et du design sur les évaluations des

clients, Management International, 17, 3, 36-48.

Gerlinde Berger-Walliser, Melanie Stallings Williams, Björn Walliser and Mark Bender

(2013), Bavarian Blondes Don’t Need a Visa: A Comparative Law Analysis of Ambush

Marketing, Tulane Journal of International and Comparative Law, 21, 1, 1-35.

Gerlinde Berger-Walliser, Björn Walliser and Franck Valencia (2012), Les stratégies

juridiques et marketing pour lutter contre le pseudo-parrainage, Gérer & Comprendre,

210, décembre, 15-23.

Haapio, Helena, Gerlinde Berger-Walliser, Björn Walliser and Katri Rekola (2012), Time

for a Visual Turn in Contracting?, Journal of Contract Management, 10, Summer, 49-57. http://www.nxtbook.com/nxtbooks/ncma/jcm_2012summer/

Mogos Descotes, Raluca, Björn Walliser, Hartmut Holzmüller and Xiaoling Guo (2011),

Capturing Institutional Home Country Conditions for Exporting SMEs, Journal of

Business Research, 64, 12, 1303-1310.

Herrmann, Jean-Luc, Björn Walliser and Mathieu Kacha (2011), Le contrôle des effets

du parrainage sur l’audience : l’intérêt des mesures implicites de restitution mémorielle,

Décisions Marketing, 62, April-June, 7-18.

Herrmann, Jean-Luc, Björn Walliser and Mathieu Kacha (2011), Consumer consideration

of sponsor brands they do not recall: Taking a wider look at memorization effects of

sponsorship, International Journal of Advertising, 30, 2, 259-281.

Mogos Descotes, Raluca and Björn Walliser (2011), The process of export information

exploitation in French and Romanian SMEs, Journal of Small Business and Enterprise

Development, 18, 2, 311-330.

Mogos Descotes, Raluca and Björn Walliser (2010), The impact of entry modes on

export knowledge resources and the international performance of SMEs, Management

International, 15, 1, 73-86.

Mogos Descotes, Raluca, Björn Walliser and Xiaoling Guo (2007), Capturing the

Relevant Institutional Profile for Exporting SMEs: Empirical Evidence from France and

Romania, International Management Review, 3, 3, 16-26.

Walliser, Björn (2006), Trente ans de recherche en parrainage : quelle évolution et quels

résultats ?, Revue Française de Gestion, 32, 163, 45-58.

Walliser, Björn, Mathieu Kacha and Raluca Mogos Descôtes (2005), Legitimizing public

authorities as sponsors: an inquiry into the factors related to the perception and

memorization of their sponsorship, International Review on Public and Non Profit

Marketing, 2, 1, 51-58.

Walliser, Björn et Raluca Mogos Descotes (2004), An Exploratory Inquiry into the

Acquisition and Use of Export Information by French SMEs and its Relationship to

International Performance, FACEM Pesquisa (one of the leading Brasilian business

journals), 7, 1, 97-107.

Walliser, Björn (2003), L’évolution et l’état de l’art de la recherche internationale sur le

parrainage, Recherche et Applications en Marketing, 18, 1, 65-94.

Walliser, Björn (2003), An international review of sponsorship research: extension and

update, International Journal of Advertising, 22, 1, 5-40.

Walliser, Björn and Philippe Nanopoulos (2002), Déterminants et importance de

l’association durable des sponsors à l’événement : le cas de la Coupe du Monde de

Football 1998, Revue Française du Marketing, 186, 89-108.

Walliser, Björn and Fabienne Moreau (2000), Comparaison du style français et allemand

de la publicité télévisée, Décisions Marketing, 19, 75-84.

Davoine, Eric, Björn Walliser and Jean-Charles Riera (2000), La formation

professionnelle initiale en France et en Allemagne. Une analyse des mécanismes de

confiance et de méfiance à travers deux études de cas, Revue de Gestion des Ressources

Humaines, 37, October, 57-75.

Walliser, Björn (1999), Schwerpunkte und Problemfelder internationaler Marktstudien

aus der Sicht kleiner und mittlerer Marktforschungsinstitute in Deutschland und

Frankreich, planung und analyse, 1/1999, 63-67.

Walliser, Björn (1997), A Comparison of the Effectiveness of Perimeter and Outdoor

Advertising: What Sponsorship Can Learn From Outdoor Advertising, Australia-Asia

Marketing Journal, 5, 3, 19-28.

Walliser, Björn and Sabine Urban (1997), Allemagne-Chine: une gestion stratégique

(1997), Décisions Marketing, 10, January-April 1997, 35-44.

Walliser, Björn (1997), Über den Zusammenhang zwischen Markenbekanntheit und

Wiedererkennung bei der Bandenwerbung, Marketing - Zeitschrift für Forschung und

Praxis, 19, 1, 43-52.

Walliser, Björn (1996), Le rôle de l'intensité des émotions éprouvées par le téléspectateur

dans la mémorisation des parrains, Recherche et Applications en Marketing, 11, 1, 6-19.

Walliser, Björn (1995), Les déterminants de la mémorisation des sponsors, Revue

Française du Marketing, 150, 1994/95, 83-95.

Books:

Walliser, Björn (2010), Le parrainage. Sponsoring et mécénat, 2nd

ed., Paris : Dunod,

collection « Les topos », 128 p.

Walliser, Björn (2006), Le parrainage. Sponsoring et mécénat, Paris : Dunod, collection

« Les topos », 128 p.

Froehlicher, Thomas and Björn Walliser, editors (2003), La métamorphose des

organisations. Design organisationnel : créer, innover, relier (The metamorphosis of

organisations), Paris : L’Harmattan, 420 p.

Walliser, Björn (2002), Le marketing international, e-book (online): www.numilog.fr

Walliser, Björn (1995), Sponsoring. Grundlagen, Kontrolle, Wirkung, Wiesbaden: Gabler

Verlag, 222 p.

Usunier, Jean-Claude and Björn Walliser (1993), Interkulturelles Marketing. Mehr Erfolg

im internationalen Geschäft, Wiesbaden: Gabler Verlag, 292 p.

Online Teaching Modules:

Walliser, Björn (last update 2013) “International Marketing Strategy” at: http://ressources.aunege.fr/nuxeo/site/esupversions/773a5d3e-374f-4b01-ad44-a2201dc0663c/Strategie_marketing_international/co/marketing_web.html

Walliser, Björn (last update 2013), “The International Marketing Environment”, at: http://ressources.aunege.fr/nuxeo/site/esupversions/773a5d3e-374f-4b01-ad44-

a2201dc0663c/Strategie_marketing_international/co/marketing_web.html

Contributions to Collective Publications:

Walliser, Björn (2015), Congruence effects in sports marketing. Determinants, measures,

and outcomes of fit or misfit, in: Routledge Handbook of Sports Marketing, S. Chadwick,

N. Chanavat and M. Desbordes (éds.), Routledge: London and New York, 15-27.

Walliser, Björn and Jacquelyn Novak (2014), Le marketing des fédérations

sportives internationales : objectifs, moyens et structures, in Christopher Hautbois (ed.),

Le marketing des fédérations sportives, Paris: Economica, 29-46.

Jouny, Julien and Björn Walliser (2014), La Fédération Internationale de Volleyball

(FIVB) et sa campagne « FIVB Heroes », in Christopher Hautbois (ed.), Le marketing

des fédérations sportives, Paris: Economica, 256-272.

Walliser, Björn and Saskia Faulk (2008), Politique de communication : Cas « Lenovo »,

in : Sylvie Hertrich and Ulrike Mayrhofer (eds.), Cas en marketing, Cormelles-Les-

Royal: Editions EMS, 131-148.

Walliser, Björn (2004), Le parrainage sportif des collectivités publiques, in : Michel

Desbordes (ed.), Stratégie des Entreprises dans le Sport, 2nd

ed., Paris : Economica, 133-

159.

Walliser, Björn (2003), Sport advertising: a review of perimeter advertising effectiveness,

in: Flemming Hansen and Lars Bech Christensen (eds.), Branding and Advertising,

Copenhagen Business School Press, 189-204.

Davoine, Eric and Björn Walliser (2002), La construction de la confiance entre les

acteurs du modèle allemand de formation professionnelle initiale, in : Thomas

Würtenberger, Dieter K. Tscheulin, Jean-Claude Usunier, Dominique Jeannerod and Eric

Davoine (eds.), Wahrnehmungs- und Betätigungsformen des Vertrauens im deutsch-

französischen Vergleich, Berlin, Arno Spitz, 311-328.

Walliser, Björn and Eric Davoine (2000), La construction de la confiance entre les

acteurs du modèle allemand de formation professionnelle initiale, in : Jean-Claude

Usunier (ed.), Confiance et performance. Un essai de management comparé

France/Allemagne, Paris : Vuibert, 101-118.

Urban, Sabine, Ulrike Mayrhofer and Björn Walliser (1999), "Alliance Capitalism" in

Irland, in: J. Engelhardt and W.A. Oechsler (eds.), Internationales Management.

Auswirkungen globaler Veränderungen auf Wettbewerb, Unternehmensstrategie und

Märkte, Wiesbaden: Gabler, 139-154.

Walliser, Björn and Thomas Froehlicher (1998), The Reaction of German Consumers to

French Nuclear Testing, in: Ingo Balderjahn, Claudia Mennicken and Eric Vernette

(eds.), New Developments and Approaches in Consumer Behavior Research, Stuttgart:

Schäffer-Poeschel, Basingstoke: MacMillan, 219-236.

Walliser, Björn (1995), Le marketing en Allemagne, in: L´Allemagne, FOREXPORT,

National Center of Distance Learning (CNED), French Ministry of Education, IV.1-

IV.50.

Refereed Proceedings:

Pierre, Oksana, Raluca Mogos Descotes and Björn Walliser (2017), Product innovation

determinants : an explorative study of Ukrainian exporting SMEs, 4th AIB (Association

of International Business), CEE Chapter Conference on the Changing, Global Landscape

and Regional Cooperation, Ljubljana, Slovakia, September 26-28 (Best Reviewer

Award).

Pierre, Oksana, Raluca Mogos Descotes and Björn Walliser (2017), Innovation et

performance exportatrice des PME françaises : le rôle-clé de l’absorption de

connaissances, Ecole d’été du Réseau de Recherche sur l’Innovation (RRI), Nancy,

France, August 28-29.

Mogos Descotes, Raluca and Björn Walliser (2017), International marketing related

competences and SMEs’ export performance during the recession, AMA (American

Marketing Association) Global Marketing SIG, April 6-8, Havanna, Cuba.

Simion, Alina et Björn Walliser (2014), Les attributs discriminants du parrainage en

ligne. Le cas du parrainage des évènements virtuels, 13ème

Journée de recherche en e-

marketing, Université Paris 1, Paris, September 12.

Jouny, Julien, Elodie Rivière et Björn Walliser (2014), L’impact du parrainage sportif sur

le public interne des PME parrains, 30th

international conference of the French

Marketing Association (AFM), Montpellier, France, May 14-15.

Mogos Descôtes, Raluca, Björn Walliser and Olli Kuivolainen (2012), The Impact of

SME’s Degree of Internationalization on their Tacit Export Knowledge and the Financial

Export Performance in a Period of Global Economic Recession, 38th Annual Conference

of the European International Business Academy (EIBA), University of Sussex,

December 7-9.

Koromyslov, Maxime and Björn Walliser (2012), Le luxe français est-il délocalisable ?

Les effets négatifs de la délocalisation de la fabrication ou du design pour les marques,

28th

international conference of the French Marketing Association (AFM), Brest, France,

May 9-11 (« Best paper award »).

Berger-Walliser, Gerlinde, and Björn Walliser (2012), A Visual Perspective on Proactive

Inter-Firm Contracting, Pacific South West Academy for Legal Studies in Business

Annual Conference, Palm Springs, USA, February 16-18.

Berger-Walliser, Gerlinde, Melanie Stalling Williams and Bjorn Walliser (2011), Legal

Aspects of Ambush Marketing: A Comparative Approach, Academy of Legal Studies in

Business (ALSB) Annual Conference, New Orleans, August 9-13.

Walliser, Björn, Gerlinde Berger-Walliser and Melanie Stallings-Williams (2011), Le

cadre juridique de l’ambush marketing: une approche comparée, State of the Art in Sport

Management Research (Etat de la Recherche en Management du Sport), Strasbourg

University, Strasbourg, France, June 16-17.

Koromyslov, Maxime and Björn Walliser (2011), Les conséquences négatives de la

délocalisation du luxe pour les marques, 1st International Colloqium « Luxe et

Contrefaçon : Défis, Enjeux et Perspectives », Wesford University Geneva and Institute

of Brand Research (Institut de Recherche sur la Marque), Geneva, Switzerland, June 9-

11.

Mogos Descôtes, Raluca and Björn Walliser (2011), International marketing knowledge

absorption and the financial performance of SMEs in export markets, Annual Conference

of the Academy of Marketing Science (AMS), Coral Gables, Florida, May 24-27.

Berger-Walliser, Gerlinde, Melanie Stalling Williams and Björn Walliser (2011), Legal

Aspects of Ambush Marketing: A Comparative Approach, Pacific South West Academy

for Legal Studies in Business Annual Conference, Palm Springs, USA, February 17-19

(winner “Best Paper Award”).

Herrmann, Jean-Luc, Björn Walliser and Mathieu Kacha (2010), The double impact of

sponsorship: Conscious and nonconscious awareness of the brand–event link, French-

Austrian-German Workshop on Consumer Behaviour : “From Smart Shopping to

Luxury, from Aldi to Dior: Consumption Styles in the Early 2000”, University of

Saarbrücken, Germany, September 29 – October 1.

Mogos Descôtes, Raluca, Björn Walliser, Hartmut Holzmüller and Xiaoling Guo (2010),

Capturing the Home Country Conditions for Exporting SMEs: Scale Development and

Implications, 2010 AMS Cultural Perspectives in Marketing Conference, IESEG School

of Management, Catholic University of Lille, France, July 21-24.

Mogos Descotes, Raluca and Björn Walliser (2010), The impact of entry modes upon

export knowledge resources and the international performance of SMEs, 39th European

Marketing Academy (EMAC) Conference, Copenhagen, Denmark, June 1-4.

Herrmann, Jean-Luc, Björn Walliser and Mathieu Kacha (2010), Recognition without

recommendation and recommendation without recognition: An analysis of explicit and

implicit sponsorship memorization effects, American Marketing Association, Winter

Marketing Educators’ Conference, New Orleans, LA, United States, February 19-22.

Herrmann, Jean-Luc, Björn Walliser and Mathieu Kacha (2010), Sport sponsorship

effects on spectators’ consideration sets: impact with and without brand-event link

recognition, in: Margaret C. Campbell, J. Jeffrey Inman, and Rik Pieters (eds.), Advances

in Consumer Research, Vol. XXXVII.

Herrmann, Jean-Luc, Björn Walliser and Mathieu Kacha (2009), Sport sponsorship

effects on spectators’ consideration sets: impact with and without brand-event link

recognition, North American Conference of the Association for Consumer Research

(ACR), Pittsburgh, PA, United States, October 22-25.

Herrmann, Jean-Luc, Mathieu Kacha, Björn Walliser and Denis Bettinger (2009), Sport

sponsorship impact on spectators’ implicit memory, 38th European Marketing Academy

(EMAC) Conference, Nantes, France, May 26-29.

Mogos Descôtes, Raluca, Björn Walliser and Hartmut Holzmüller (2009), Measuring

Institutional Country Profiles for Exporting SMEs: An Emic/Etic Scale Development

Approach, 38th European Marketing Academy (EMAC) Conference, Nantes, France,

May 26-29.

Walliser, Björn, Jean-Luc Herrmann, Mathieu Kacha and Denis Bettinger (2009), „I

don’t remember the brand but I recommend it to you” – taking a wider look at

memorization effects of sponsorship, 4th

International Research Days on Marketing

Communications, “Marketing Communications in a Hypermodern Society”, Aarhus

Business School, Aarhus University, Denmark, March 26-27.

Usunier, Jean-Claude, Bruno Kocher, Brigitte Müller and Björn Walliser (2007), The

standardization of international advertising: an analytic review, 36th European Marketing

Academy (EMAC) Conference, Reykjavik, Iceland, May 22-25.

Raluca Mogos Descôtes and Björn Walliser (2006), Exploring the Institutional Profile of

Exporting SMEs: Scale Development in the Romanian Context, 33rd

Conference of the

UK Chapter of the Academy of International Business, April 6-8.

Walliser, Björn, Mathieu Kacha and Raluca Mogos Descôtes (2005), Legitimizing public

authorities as sponsors : an inquiry into the factors related to the perception and

memorization of public authorities as sponsors, IV International Congress on Public and

Non Profit Marketing, Jerez de la Frontera, Espagne, May 26-27.

Mogos Descotes, Raluca, Björn Walliser and Mathieu Kacha (2004), Une étude

exploratoire entre la perception des informations relatives aux marchés étrangers, les

ressources informationnelles internes et la performance internationale : le cas des TPE du

Grand Est de la France, CIFEPME (Congrès International Francophone en

Entrepreneuriat et PME), Montpellier, France, October 27-29.

Mogos Descotes, Raluca and Björn Walliser, (2004), Une étude exploratoire sur le rôle

médiateur des réseaux dans le processus d’acquisition de l’information à l’export. Leur

relation avec la performance internationale des PME, 17th

Journées Nationales des IAE,

University of Lyon 3, September 13-14.

Walliser, Björn and Patrice Laroche (2004), What do we really know about sponsorship

memorization? A meta-analysis of the determinants of sponsorship recognition, 33th

European Marketing Academy (EMAC) Conference, Murcia University, Murcia, Spain,

May 18-21.

Mogos Descotes, Raluca and Björn Walliser (2004), An Exploratory Inquiry into the

Acquisition and Use of Export Information by French SMEs and its Relationship to

International Performance, Proceedings of the 31st Annual Conference of the Academy of

International Business (AIB), UK Chapter: “International Business in an Enlarging

Europe: Integration, Coopetition and Collaboration”, University of Ulster, April 23-25.

Mogos Descotes, Raluca and Björn Walliser (2004), Evaluating the French SMEs

Behaviour in Terms of Export Information Acquisition and its Relationship to

International Performance. The Mediating Role of some of the Company’s Resources and

Characteristics, SIMPEC, 5th

Biennial International Symposium, Brasov (Romania), May

14-15.

Walliser, Björn (2002), Evolution et état de l’art de la recherche internationale sur le

parrainage, Proceedings of the 18th

International Conference of the French Marketing

Association, Lille, May 22-24, 131-156.

Björn Walliser (2002), Sport advertising: a review of perimeter advertising effectiveness,

First international conference on research in advertising, Forum for Advertising

Research, Copenhagen Business School, Copenhagen, May 2-3.

Eric Davoine, Björn Walliser and Jean-Charles Riera (2000), La formation

professionnelle initiale en France et en Allemagne : une analyse des mécanismes de

confiance et de méfiance à travers deux études de cas, Proceedings of the 11th

Conference

of the Association Francophone des Ressources Humaines (AGRH), Paris, France, Ecole

Supérieure de Commerce, November 16-17.

Walliser, Björn (2000), The Standardization of Cross-National Advertising Strategy : A

Review of the Empirical Literature, Proceedings of the 29th European Marketing

Academy (EMAC) Conference, Berend Wierenga, Ale Smits et Gerrit Antonides (eds.),

Rotterdam, Pays-Bas, Erasmus University, May 23-26, 2000.

Walliser, Björn and Philippe Nanopoulos (2000), Qui a gagné la Coupe du Monde 1998 ?

Déterminants et importance de l’association durable des sponsors à l’événement,

Proceedings of the 16th international conference of the French Marketing Association,

(AFM), Montreal, May 18-20.

Walliser, Björn (1999), Computer Sperm Meeting Bloody Toothbrush. A Comparison of

French and German Television Commercials, Proceedings of the 28th European

Marketing Academy (EMAC) Conference, Humboldt University, Berlin, Germany, May

11-14, 1999.

Walliser, Björn and Philippe Nanopoulos (1999), Les effets durables de la Coupe du

Monde de football en terme de parrainage, Proceedings of the 4th

Research Day of the

University of Burgundy (France), November 25, Marketing des activités culturelles, des

loisirs, du tourisme et du sport, Marc Filser and Dominique Bourgeon-Renault (eds.),

Université de Bourgogne, CREGO, Dijon, France, 158-172.

Walliser, Björn and Jean-Claude Usunier (1998), The Standardization of Advertising

Execution: A Review of the Empirical Literature, Proceedings of the 27th

Annual

European Marketing Academy (EMAC) Conference, Per Andersson (ed.), volume 2,

International Marketing, Stockholm, Sweden, May 19-23, 517-536.

Walliser, Björn (1997), What Sponsorship Can Learn From Outdoor Advertising. What

Does it Mean for Integrated Communications, in: European Society for Marketing

Research, ESOMAR (ed.), New Ways for Optimising Integrated Communications, Paris,

April 16-18, Amsterdam: ESOMAR, 1-17.

Walliser, Björn, Thomas Froehlicher and Ron Edwards (1997), What Test Bombs Can

Do to Your Business: The Commercial Impact of French Nuclear Testing on French

Subsidiaries in Germany and Australia, Competitive Paper, 23rd

Annual Conference of

the European International Business Academy (EIBA), Stuttgart, December 14-16, 1997.

Walliser, Björn and Thomas Froehlicher (1997), The Effects of French Nuclear Testing

on French Subsidiaries in Germany and Australia and Their Reactions, Competitive

Paper, 14th

Annual Conference of the Euro-Asian Management Studies Association

(EAMSA), “Asian Firms Looking Towards the Global Market”, Metz, France, October

23-25, 1997.

Walliser, Björn and Thomas Froehlicher (1996), The Commercial Impact of French

Nuclear Testing on French Subsidiaries in Germany, Workshop Paper, 22th

Annual

Conference of the European International Business Academy (EIBA), Stockholm,

Sweden, December 15-17, 1996.

Froehlicher, Thomas and Björn Walliser (1996), Interfirm Cooperation and Social

Networks, Working Paper, First Euro-Conference: European Management in Face of

Knowledge Driven Competition, Porto, Portugal, September 19-21, 1996.

Walliser, Björn and Thomas Froehlicher (1996), The Reaction of German Consumers to

French Nuclear Testing, Working Paper, French-German Workshop on New

Developments and Approaches in Consumer Behavior Research, Universität Potsdam,

September 26-27, 1996.

Walliser, Björn (1995), Le rôle de l´intensité des émotions éprouvées par le téléspectateur

dans la mémorisation des sponsors, in: A. Jolibert, R.A. Peterson and A. Strazzieri (eds.),

First International Research Seminar on Marketing Communications and Consumer

Behavior, La Londe les Maures, 6-9 June 1995, IAE Aix-en-Provence, 592-610.

Walliser, Björn and Sabine Urban (1995), Germany and the Chinese Market, Working

Paper, 21st Annual Conference of the European International Business Academy (EIBA),

Urbino, Italy, December 10-12, 1995.

Walliser, Björn (1994), Les déterminants de la mémorisation des sponsors, in: E.

Vernette and J.-L. Giannelloni (eds.), Le sponsoring: quelle efficacité, Second Regional

Research Seminar of the French Marketing Association, CERAM, Université de Savoie,

Chambéry, March 18, 1994, 47-68.

Walliser, Björn (1993), Modèle explicatif de l´influence du sponsoring sur le spectateur

d´un événement sportif, Proceedings of the 9th

International Conference of the French

Marketing Association, (AFM), Marseille, May 13-14, Paris: French Marketing

Association, 417-435.

Walliser, Björn (1992), The Memorization of Perimeter Board Advertising with and

without Supplementary Classic Advertising, in: European Society for Marketing

Research, ESOMAR (ed.), ESOMAR Research Day, Sponsorship Europe ´92 Conference

Proceedings, Monaco, December 2-4, Amsterdam: ESOMAR, 249-259.

Other Publications, Case Studies, Study Reports, and Presentations:

Walliser, Björn (2016), Researching the diffuse nature of sponsorship-linked marketing,

keynote address, 8th

International Research Days on Marketing Communications: Sport

Marketing and Sponsorship, Privatuniversität Schloss Seeburg, Seeburg (Austria), April

7-8, 2016.

Frazer, Renaud, Jean-Luc Herrmann, Mathieu Kacha and Björn Walliser (2015),

Country-Of-Origin (COO) information and product evaluations: the role of country

stereotypes, country-related product associations, and country-related affect, French-

Austrian-German Workshop on Consumer Behaviour (Poster), Bayreuth, Germany, 26-

27 November.

Walliser, Björn (2015), Der Kunde als König, ‘le client est roi’ – Unterschiede zwischen

dem deutschen und französischen Marketing, Universität Mannheim – Romanisches

Seminar, Ringvorlesung Ökonomien der Romania, Mai 2015.

Gerlinde Berger-Walliser and Bjorn Walliser (2012), Who Really Cares About Fighting

Ambush Marketing?, Pacific South West Academy for Legal Studies in Business Annual

Conference, Palm Springs, USA, February 16-18.

Corneille, Olivier, Jonathan Dedonder, Christian Derbaix, Jean-Luc Herrmann (session

chair), Mathieu Kacha and Björn Walliser (2011), Special session “Influence without

conscience: the example of sponsorship effectiveness” (original title: “Influence sans

conscience : l’exemple de l’efficacité du parrainage”), 27th

international conference of the

French Marketing Association (AFM), Bruxelles, May 18-20.

Walliser, Björn (2008), Petit traité de marketing à l'usage des artisans, Lons le Saunier,

La Chambre de Métiers et de l’Artisanat du Jura.

Harding, Claire, Björn Walliser and Gerlinde Berger-Walliser (2008), Avago

Technologies – Strategic Trade Show Management, case study n°: 508-052-1, European

Case Clearing House, ECCH, Cranfield University (23 p.).

Harding, Claire, Björn Walliser and Gerlinde Berger-Walliser (2008), Avago

Technologies – Strategic Trade Show Management, teaching note, n°: 508-052-8,

European Case Clearing House, ECCH, Cranfield University (11 p.).

Walliser, Björn (2005), « Dialogos » et « Entrevistas », in : Valencia Summit 2005 : New

Trends in Management of Major Sport Events, noos institute, éd., 173-174 et 278.

Walliser, Björn (2005), computer-based online teaching module on International

Marketing, Institute of Business Administration, University of Nancy 2.

Walliser, Björn and Raluca Mogos (2003), La performance internationale des PME, in :

Walliser et al. (eds.), Les déterminants de la performance des PME : une approche en

termes de ressources et de comportements managériaux, rapport intermédiaire, Contrat

de Plan Etat-Région, PRST Dynamique de développement des espaces régionaux et

européens, Action 4, Compétitivité, Entreprises, Espace et Environnement, Module 1.

Walliser, Björn and Eric Davoine (2000), La construction de la confiance entre les

acteurs du modèle allemand de formation professionnelle initiale, presentation at the

conference “Une approche comparée France-Allemagne de la confiance entre acteurs

économiques” organized under the patronat of the FNEGE and the Confederation of the

Universities of the Upper Rhine (EUCOR), Strasbourg, Pôle Européen de Gestion et

d’Economie, March 29, 2000.

Walliser, Björn and Eric Davoine (1999), Formation professionnelle et confiance: une

comparaison implicite entre la France et l'Allemagne, presentation at the conference “Les

déterminants de la confiance, une comparaison franco-allemande”, Frankreich-Zentrum

of the Albert-Ludwig University, Freiburg i. Br. (Germany), May 7-8, 1999.

Walliser, Björn and Fabienne Moreau (1999), Comparaison du style français et allemand

de la publicité télévisée, Working Paper, Center of Applied Management Studies

(CESAG), 98 11 1 / 11, Strasbourg: Université Robert Schuman.

Walliser, Björn (1998), Do we really understand why sponsorship works? We know how

but why, 7th Annual Conference of the European Sponsorship Consultants Association

(ESCA), The sponsorship business - new trends and challenges, The Dormy, England, 1-2

October 1998.

Froehlicher, Thomas, Valérie Malnati, Ulrike Mayrhofer, Philippe Nanopoulos, Sabine

Urban and Björn Walliser (1998), Les localisations industrielles en Irlande. Perspectives

d'évolution, Study for the French Ministry of Industry, Strasbourg: Université Robert

Schuman, CESAG.

Walliser, Björn (1997), The Role of Animals in Advertising - An Exploratory Study

Comparing Print Advertisements in France and Germany, Working Paper, Center of

Applied Management Studies (CESAG), 97 06 7, Strasbourg: Université Robert Schuman,

CESAG.

Walliser, Björn (1996), La place du sponsoring dans le mix de communication de

l'entreprise, Global Communication Magazine, Institut Supérieur de Communication et

Publicité (ISCOM), n° 13, February-April 1996, 4-5.

Alle Emotionen unter Kontrolle, Interview in: Marketing und Kommunikation,

Switzerland, July-August 1996, 32-37.

Urban, Sabine, Valérie Frohly, Philippe Nanopoulos and Björn Walliser, "L´Allemagne

et le marché chinois" (1995), Study for the French Ministry of Industry, Strasbourg:

Robert Schuman University, Strasbourg, 147 p.

Walliser, Björn (1990), Le sponsoring sportif - un instrument de communication efficace

?, Master Dissertation, D.E.A. es sciences de gestion, Université Pierre Mendès-France,

Grenoble II, Ecole Supérieure des Affaires, 91 p.

Die deutsche Automobilindustrie - ein Blick in die Zukunft. Delphi Studie (1988), Arthur

Andersen and Horst Wildemann (eds.), Frankfurt: Arthur Andersen & Co. (with the

collaboration of David Crow, Dagmar Fischer and Björn Walliser).

SERVICE TO THE MARKETING DISCIPLINE

Organization of conferences / workshops:

(Co-)Chair of the 8th

International Research Days on Marketing Communications: Sport

Marketing and Sponsorship, Privatuniversität Schloss Seeburg, Seeburg (Austria), April

7-8, 2016.

(Co-)Chair of the 7th

International Research Days on Marketing Communications,

Technische Universität Braunschweig, Wolfsburg, April 18-19, 2013.

(Co-)Chair of the scientific committee and organizer of the 6th

International Research

Days on Marketing Communications, CEREFIGE Research Center, University of

Lorraine and University of Braunschweig, Nancy, March 29-30, 2012.

(Co-)President of the scientific committee and of the organizing committee of the 5th

International Research Days on Marketing Communications: Below-the-line

Communication, ICN Business School & CEREFIGE Research Center, University Nancy,

March 25-26, 2010.

(Co-)President of the scientific committee and of the organizing committee of the 3rd

Research Days on Marketing Communications: Below-the-line Communication, ICN

Business School, Aarhus School of Business, French Marketing Association, CEREFIGE,

March 27-28, 2008.

(Co-)President of the scientific committee and of the organizing committee of the 2nd

conference of the North East of France on Marketing Communications, Université Nancy

2, ICN Business School and GREFIGE-CEREMO, March 31-April 1, 2006.

(Co-)President of the scientific committee and of the organizing committee of the 21st

International Conference of the French Marketing Association, Université Nancy 2, May

17-20, 2005.

(Co-)President of the scientific committee and organizer of the 1st conference of the

North East of France on Marketing Communications, Université Nancy 2, GREFIGE,

March 26, 2004.

(Co-)President of the scientific committee and organizer of the 3rd

conference The

Metamorphosis of Organizations, Université Nancy 2, GREFIGE, October 23-25, 2002.

Editorial Review Board:

Recherche et Applications en Marketing (RAM) – France

Décisions Marketing (DM) – France

La Revue Européenne de Management du Sport – France

FACEF Pesquisa - Brazil

Ad Hoc Journal Reviewer (occasional):

European Journal of Marketing

International Journal of Advertising

International Journal of Sports Marketing and Sponsorship

European Sport Management Quarterly

Journal of Business Research

Journal of Advertising

Conference and other Ad Hoc Reviewing:

Annual Conference of the French Marketing Association (AFM), since 1995

Annual Conference of the European Marketing Academy (EMAC), since 2004

Biannual French-Austrian-German Workshops on Consumer Behaviour, since 2010

French Marketing Association and Chamber of Commerce Paris, Member of the

evaluation committee “Best marketing case study of the year”, since 2012

International Marketing Trends Conference, Paris / Venice, since 2009

Research Conference in Sport Marketing: Focus on Sponsorship, Warsaw Sport

Marketing Center, Lundquist College of Business, University of Oregon, Portland,

Oregon, June 21-22, 2012.

Workshop State of the Art of Research in Sport Management (Etat de la Recherche en

Management du Sport), Strasbourg University, Strasbourg, June 16-17, 2011.

Annual Conference of the Academy of Marketing Science, 2011

Colloquium on “Ecoute des marches: méthodes et résultats », Université Robert

Schuman, IECS, Strasbourg, December 7, 2007.

Colloquium on Social Corporate Responsibility and Sustainable Development "Entre les

Apports de la Recherche et les Limites de la Pratique : Quelle évolution pour la RSE ?",

Agadir, April 9-10, 2007.

World Congress Scandinavian Association of Management / International Federation of

Scholarly Associations of Management, 2004.

Marketing Sensoriel Research Day, CERAM Sophia Antipolis and French

Marketing Association, June 3, 2002.

Journées des IAE, 2002

Austrian Science Fund (FWF), 2010

Scientific Committee Member:

Annual Conferences of the French Marketing Association (AFM), since 2011.

2nd

International Conference on Multinational Enterprises and Sustainable

Development, ICN Business School, CEREFIGE, Université Nancy 2, November

4-6, 2009.

International workshop on meta-analysis in economics and management,

CEREFIGE, Université Nancy 2, October 17-18, 2008.

5th

conference The Metamorphosis of Organizations, Université Nancy 2,

GREFIGE-CEREMO, November 23-24, 2006.

Conference Social Responsibility of Companies, Université Nancy 2, GREFIGE-

CEREMO, March 17-18, 2005.

4th

conference The Metamorphosis of Organizations, Université Nancy 2,

GREFIGE, October, 2004.

2nd

International Research Conference in Marketing of the Tunisian Association

of Marketing, Avril 2-3, 2004, Hammamet (Tunisia).

(Co-)President of the scientific committee of the 3rd

conference The

Metamorphosis of Organizations, Université Nancy 2, GREFIGE, October 23-25,

2002.

Doctoral dissertations and “habilitation” committees: Member of the annual doctoral colloquium of the French Marketing Association

(AFM), Brest, May 8-9, 2012

Participation at approximately 3 doctoral dissertation / habilitation committees

(“jury de soutenance”) per year at (mostly French) universities.

(Total: 37 committees since 2000)

PROFESSIONAL AFFILIATIONS

French Marketing Association, AFM (since 1993)

European Marketing Academy, EMAC (with interruptions since 1996)

Association of German Management Professors (with interruptions since 1996)

SPECIAL RECOGNITION AND ACTIVITIES

“Best paper award 2012”, 28th International Conference of the French Marketing

Association (AFM), Brest, France, May 9-11, 2012, for the paper “Le luxe français est-il

délocalisable ? Les effets négatifs de la délocalisation de la fabrication ou du design pour

les marques », co-authored with Maxime Koromyslov.

“Honorable Mention” (runner up), Graduate Research Category, 2012 W. Gregor

Macfarlan Excellence in Contract Management Research and Writing Program, National

Contract Management Association 2012, for the paper: “Time for a Visual Turn in

Contracting?”, co-authored with Helena Haapio, Gerlinde Berger-Walliser and Katri

Rekola.

Pacific Southwest Academy of Legal Studies in Business “Best Paper Award” 2011, for

the paper “Legal Aspects of Ambush Marketing: A Comparative Approach”, co-authored

with Gerlinde Berger-Walliser and Melanie Stalling Williams.

"Paul Nicolas Prize", sponsored by the French Academy of Commercial Science for the

best doctoral dissertation in the field of marketing in 1994.

Recipient of the „Grand Prix de la Recherche“ 2003, sponsored by the Société

Industrielle de l’Est for outstanding research contributions in the Lorraine Region

(France).

PERSONAL

Home Addresses: 26 Chemin des Brigeottes

F-54130 St. Max

France

Home Phone: +33 3 83 29 01 07

Revised: April 2016