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Wolfgang Grassl

Professor of Business Administration

M.S., Vienna School of International Studies 
Ph.D., University of Graz (Austria) 

Programs: Business Administration

I have been an academic teacher and researcher since 1979 and have worked at many institutions such as Oxford University (UK), Webster University (Austria), the University of Innsbruck (Austria), Fachhochschule Westküste (Germany), the University of the West Indies (Jamaica), Hillsdale College (Michigan, USA) and at various hotel and tourism colleges. My full-time academic career was interrupted by a period in executive management and entrepreneurship (1983-1996), during which time I taught as a part-time lecturer. I have lectured and conducted research in the fields of marketing, management, and economics, with occasional sidesteps into philosophy. My teaching of marketing and international business places a strong emphasis on the integration of business practice, an international outlook and the relevance of all fields of knowledge for gaining understanding of the social world--especially management. At St. Norbert College, I am also the advisor of Students in Free Enterprise (SIFE). My research interests focus on the following areas:

  • Product policy: brands and products, brand equity and branding strategies. 
  • Foundations of marketing: development of a cognitively-based marketing science. 
  • International marketing, especially distribution structures. 
  • Ontology of economics and business (business models).
  • Development economics, particularly as applied to Caribbean countries. 
  • Austrian school of economics. 
  • Transculturalism and the theory of cultural exchange.

BUAD 270 Marketing Concepts and Issues  
BUAD 262 International Business  
BUAD 372 Marketing Research 
BUAD 471 Marketing Management and Strategy 

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