Michael Gerlich

Michael Gerlich is a Tutor at Anglia Ruskin University (ARU) within the School of Business. With over 30 years of experience as a high-ranking government advisor and business leader in Central Europe and post-Soviet societies, he combines practical management expertise with academic research. His areas of expertise include Business Administration, Business Management, Marketing, and Organisational Behaviour, and he supervises PhD students interested in qualitative research methods.

Qualifications:

• PhD in Business and Management, ARU, UK
• MBA, University of Cambridge, UK
• MA in Business Management, University of Applied Sciences, Trier, Germany
• Certified Master Coach, Behavioural Coaching Institute, New York, USA

Research Interests:

• Elite theory in different societies - impact on political systems and decision making
• Changes in consumer behaviour
• Novel marketing approaches - what is next?
• Change theories in transitioning economies

Recent Publications (2021-2022): Michael’s work explores the intersection of marketing during the pandemic, shifts in political regimes, and evolving consumer behavior. His 2022 article on micro-influencer marketing investigates digital strategies amid global disruptions. Earlier studies analyze Turkey’s political evolution and pandemic-driven market research.

Memberships:

• Academy of International Business (AIB)
• British Sociological Society (BSA)
• International Political Science Association (IPSA)
• International Coaching Council (ICC)

Teaching: Michael teaches management modules, including Marketing Communications, Financial and Professional Services Marketing, Strategic Management, and Leadership and Change. He emphasizes qualitative research methodologies and ethnographic approaches.