معرفی
Adele Berndt is an Associate Professor at Jönköping University and a member of the Centre for Family Entrepreneurship and Ownership (CeFEO). Her research focuses on entrepreneurship, marketing strategy, consumer behavior, and digital media impacts. She explores topics such as family business dynamics, crisis communication in education sectors, esports event organization, and sustainable fashion practices. Her work bridges academic theory with practical applications across diverse industries including hospitality, technology, and cultural studies.
Her research interests prominently feature brand management and consumer engagement, particularly in service-oriented industries. She examines how organizations navigate challenges like modern slavery compliance, anti-consumption trends, and gendered leadership during crises. Her studies on TikTok videographic practices during lockdowns highlight innovative uses of social media for social sustainability advocacy.
In esports and events sectors, she investigates the co-creation of fan experiences and the transformation of traditional gaming events into digital platforms. Her work on clothing disposal in Ethiopia and mending practices contributes to sustainable fashion discourse. Notably absent from her profile are awards, grants, or formal advising records, though her extensive publication record spans over 20 years with a focus on emerging markets and digital innovation.
Berndt’s research frequently engages with real-world case studies, from airline brand avoidance to crowdfunding strategies in Africa. Her analyses often integrate sentiment-based methodologies, particularly in studying how leaders communicate during crises such as the pandemic. She is affiliated with CeFEO’s interdisciplinary network, focusing on family enterprise sustainability and cross-cultural marketing.
