Katharina ZEUGNER-ROTH

Roles & Affiliations: Katharina Zeugner-Roth is a Professor at SKEMA Business School (Lille, France) specializing in Marketing. Previously held roles include Associate/Assistant Professorships at IÉSEG School of Management (France) and Vlerick Business School (Belgium). Active in editorial roles for journals like Journal of International Business Studies and Journal of the Academy of Marketing Science.

Education:

• PhD in Management, Vienna University of Economics and Business (Austria), 2008
• Postdoctoral Researcher, University of Bern (Switzerland), 2008–2009

Research Focus: Her work centers on global marketing dynamics, including country-of-origin effects, brand authenticity, consumer ethnocentrism, and cross-cultural consumer behavior. Key themes include:

• How national identity influences purchasing decisions
• Mechanisms for mitigating domestic country bias
• Authenticity in ethical brand practices
• Comparative advertising strategies across developed/developing markets

Key Achievements:

• 2024 American Marketing Association's Excellence in Global Marketing Research Award
• 2023 Hans B. Thorelli Award for Journal of International Marketing contribution
• Track Chair for AMA Global Marketing SIG since 2019

Grants & Labs: Engaged in collaborative research initiatives including meta-analyses of cosmopolitanism impacts and responsible innovation frameworks. Co-organizes doctoral colloquia for global marketing PhD programs.