Marc Fetscherin, PhD
Professor of Marketing
As a Professor of Marketing at Rollins College in the Department of Business (AACSB Accredited), Florida, USA, Dr. Fetscherin teaches International Marketing, Branding, Marketing Research, and Marketing Analytics. Specifically, he's an expert related to Chinese brands, brand management, corporate branding, brand relationships. Before his academic career, he was the CEO of Bonfort S.A., a small Swiss luxury company, as well as a senior consultant for McKinsey & Company.
Education
MIM, University of Lausanne (HEC)
DBS, London School of Economics
PhD, University of Bern
Post Doc, Harvard University
Areas of Specialization: International Marketing, Branding, Marketing Research, Marketing Analytics
Fulbright Specialist Program (2017-2020)
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.
Journal Articles
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.
Books
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).
Teaching Cases
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.
News & Features
February 12, 2026
Fetscherin Wins Major Toy and Parenting Awards
Business professor Marc Fetscherin’s award-winning children’s book Bones Is Back: A Family Tradition for Halloween recently received two major honors.
January 12, 2026
Fetscherin Ranked in Top 1 Percent of Scholars Worldwide
Business professor Marc Fetscherin ranked again in the top 1 percent of scholars worldwide in the 2025 ScholarGPS global rankings.
January 07, 2026
Fetscherin Receives Best Article Award from AEMARK25
Business professor Marc Fetscherin received the Best Article Award from AEMARK25 for a paper published in the Spanish Journal of Marketing – ESIC.
October 06, 2025
Fetscherin Ranks in Top 2% of Scientists Globally
Business professor Marc Fetscherin has been ranked in the top 2 percent of scientists across all academic fields in Stanford University’s global ranking.
September 24, 2025
Fetscherin Co-Authors New Marketing Study
Business professor Marc Fetscherin has co-authored a newly published marketing study exploring the forces that shape lasting consumer-brand relationships.
April 01, 2025
Fetscherin Awarded 2025 Book of the Year Award for Children’s Book
Business professor Marc Fetscherin recently earned the 2025 Book of the Year Award by Creative Child magazine.