Robert Mackalski

Robert Mackalski is an Associate Professor at the Jeffrey S. Raikes School of Computer Science and Management, University of Nebraska-Lincoln. He specializes in marketing and branding strategies for high-growth organizations, combining academic research with practical advisory work. His Ph.D. in branding from McGill University and entrepreneurial background (co-founding Peachtree Network) inform his teaching and case-writing approach.

• Marketing strategy in high-growth companies
• Branding transitions (regional to international)
• Digital transformation in traditional industries
• Nonprofit scaling and advocacy

His 15 most recent publications focus on case studies spanning sports marketing (Lincoln Ice Hockey Association), media digitalization (Ticket 93.7 FM), food industry branding (Fody Foods, Cunningham’s Pub), and nonprofit growth (Defeat Duchenne Canada). Key themes include brand ecosystem resilience, market entry challenges, and strategic scaling.

Scientific recognition includes:

• 2023-2024 Case Centre Outstanding Case Writer nomination
• 2022-2023 Seacrest Teaching Fellow
• Multiple Ivey Publishing case award nominations
• Desautels DDSS Excellence in Teaching Award (McGill, 2007-2014)