معرفی
Martin Heinberg is an Associate Professor of Marketing at Leeds University Business School, University of Leeds. He is actively engaged in research, teaching, and academic leadership, serving as Director of Postgraduate Research Studies (Marketing) and personal tutor for postgraduate students. He is a member of the Global and Strategic Marketing Research Centre and teaches key modules such as Global Marketing and Corporate Social Responsibility and Sustainability.
His educational background includes a PhD in International Marketing from the University of Duisburg-Essen, Germany, a Diplom in International Cultural and Business Studies (equivalent to M.Sc.), and a B.Sc. in Business Administration and Economics.
Martin's research focuses on international marketing and consumer behavior in emerging markets, particularly China. His expertise spans brand positioning, advertising persuasion, country-of-origin effects, consumer animosity, cross-border brand acquisitions, and innovation in emerging economies. He investigates how institutional differences and cultural contexts influence marketing strategies and corporate reputation. His work bridges academic rigor with practical implications for multinational enterprises operating in dynamic environments.
The analysis of his recent publications reveals a consistent focus on the interplay between culture, institutions, and marketing strategy in emerging markets. His research often compares developed and developing economies, emphasizing strategic adaptation in branding, advertising, and corporate reputation. There is a strong emphasis on empirical studies with implications for global brand management and international business strategy.
- Alan M. Rugman Young Scholar Award (winner 2016)
- Alan M. Rugman Young Scholar Award finalist (2020)
Martin Heinberg actively supervises postgraduate researchers, including PhD and Master’s students such as Rafid Ur Rahman, Ali Obaidan, and Farzana Riva. He has secured research recognition through competitive awards and presents regularly at top international conferences like the Academy of International Business (AIB) and the American Marketing Association (AMA). His research has been published in leading journals including the Journal of International Business Studies and the Journal of the Academy of Marketing Science, indicating strong grant and publication support.
He is affiliated with the Global and Strategic Marketing Research Centre at Leeds University Business School, where he contributes to collaborative research initiatives focused on global branding, international consumer behavior, and strategic marketing in cross-cultural contexts.
