Marc Fetscherin, PhD

Dr. Fetscherin was part of the Fulbright Specialist Program for 2017-2020. He was a Visiting Professor at the East China University of Science and Technology (China), the Copenhagen Business School (Denmark), Jacobs University (Germany), the University of Fribourg, (Switzerland), the University of Lausanne - HEC (Switzerland) and the Lucerne University of Applied Sciences and Arts (Switzerland). He was also an adviser to the Swiss Government as a member of the Federal Commission of Consumer Affairs.

Dr. Fetscherin's work has been published in the Harvard Business Review, Journal of Business Research, International Journal of Market Research, Journal of Advertising Research, Journal of Consumer Behavior, International Marketing Review, European Journal of Marketing, Journal of Consumer Marketing, Journal of International Consumer Marketing, Journal of Brand Management, Journal of Product and Brand Management, International Journal of Consumer Studies, or Journal of Business Strategy among others. For more information, see his Google Scholar page.

His most recent books are Marketing Mastery: The most complete collection of marketing frameworks every successful marketer needs (2023), Brand Relationship Playbook (2020), Consumer Brand Relationships: Meaning, Measuring, Managing (2015) Palgrave McMillan, and CEO Branding: Theory and Practice (2015) Taylor and Francis (Routledge) and Consumer Brand Relationships: Theory and Practice(2012) Taylor and Francis (Routledge).

Dr. Fetscherin has written many case studies such as "Marketing Strategy of Changhong - A Chinese TV Manufacturer" in Strategic Marketing: Creating Competitive Advantage by Douglas West, John Ford, and Essam Ibrahim. 

More recent teaching cases are:

Fetscherin, M., Sibbitt, C. (2022), “TOBLERONE vs. SWISSONE: Swiss Chocolate Challenge” Ivey Publishing, pp. 1-14.* Available at Ivey Publishing.

Fetscherin, M., Pett, T. (2021), “Paillasse International SA: Sélection du marché mondial” (French version), Ivey Publishing, pp. 1-13. Available at Harvard Business Publishing.

Fetscherin, M., Sell, P. (2017), “True Fruits: A Juiced up internationalization strategy”, Ivey Publishing, pp. 1-13.* Available at Harvard Business Publishing.

Fetscherin, M., Kasper, E. (2017), “No Grain no Gain: Mymuesli’s International Market Selection”, Ivey Publishing, pp. 1-11.* Available at Harvard Business Publishing.

Azhar, W., Fetscherin, M. (2017), “Avari Ramada Hotel: Pricing Hotel Rooms”, Stanford Graduate School of Business Publishing, pp. 1-16. Available at Harvard Business Publishing.

Fetscherin, M., Pett, T. (2017), “Paillasse International SA: Global Market Selection”, Ivey Publishing, pp. 1-9. Available at Harvard Business Publishing.