Bodo Schlegelmilch


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 also serves on the Board of Trustees at the Academy of Marketing Science[3] and has been awarded Fellowships from the Academy of International Business, the Academy of Marketing Science[4] and the Chartered Institute of Marketing.


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 books on different marketing and management topics,[9] including two widely noted textbooks:

  • Schlegelmilch, Bodo B. Global Marketing Strategy: An Executive Digest. 2016. Cham: Springer, 2015 ISBN 9783319262772. The various editions of this book are held in 216 libraries, according to WorldCat.[10]
  • Keegan, Warren J., and Bodo B. Schlegelmilch. Global Marketing Management: A European Perspective. Harlow, England: Financial Times Prentice Hall, 2001. The various editions of this book are held in 688 libraries, according to WorldCat.[11]

His research spans international marketing strategy, corporate social responsibility and cultural differences[12] and has been published in a variety of academic journals (e.g. Strategic Management Journal,[13] Journal of International Business Studies[14] and Journal of the Academy of Marketing Science).[15]


  1. ^ "Business Graduate Association (BGA)".
  2. ^ "International Marketing Management". WU (Vienna University of Economics and Business).
  3. ^ "Academy of Marketing Science".
  4. ^ "Academy of Marketing Science".
  5. ^ "WU Executive Academy Wien". WU Executive Academy.
  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. ISBN 978-3-319-61385-7.
  9. ^
  10. ^ Schlegelmilch, Bodo B (27 May 2018). "Global marketing strategy: an executive digest" – via Open WorldCat.
  11. ^ Keegan, Warren J; Schlegelmilch, Bodo B (27 May 2018). "Global marketing management: a European perspective". Financial Times Prentice Hall – via Open WorldCat.
  12. ^
  13. ^ 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.
  14. ^ 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.
  15. ^ 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.