Frans Melin

Senior Lecturer, PhD, Bachelor of Science

Research areas and keywords

UKÄ subject classification

  • Business Administration

Keywords

  • Branding, Brand management

Research

My main research area concerns strategic brand management, which theoretically is positioned in the intersection of marketing, strategy and organization.  Using both qualitative and quantitative methods I an especially interested in studying brand orientation, a min-set where the brand is perceived as the hub of the organization.  Currently I am primarily focusing on analyzing the key drivers of brand orientation, on understanding the specific challenges of adopting a brand oriented min-set and on investigating the relationship between brand orientation and organizational performance in the private, public and non-profit sector.

Teaching

1. Teaching/Course responsibility:

- Role (responsible for the course, lecturer, teaching assistant): Lecturer

- Course name: Strategic Brand Management

- Course code: BUSN21

- Number of clock hours: 50

 

 

(if there is more teaching, continue downwards)

2. Supervision of theses (including theses completed by Feb-19):

 

 

3. Examiner of theses (including theses completed by Feb-19):

Undergraduate level (number of theses 2018):

 

 

 

4. Briefly describe development work in education – renewal of curriculum and/or pedagogical development:

 

 

 

 

5. Involvement of guest teachers:

 

 

6. Programme responsibility (name of programme)

 

 

7. Additional work in education (e.g. planning, implementation, and pedagogical leadership)

 

 

 

 

8. Briefly describe your work with IT-supported teaching and learning 

I

 

 

 

9. Production of cases, publications on teaching and learning, teaching materials and textbooks

 

 

Recent research outputs

Johan Gromark & Frans Melin, 2013 Sep 2, In : Journal of Marketing Management. 29, 9-10, p. 1099-1123 25 p.

Research output: Contribution to journalArticle

Johan Gromark & Frans Melin, 2011 Apr, In : Journal of Brand Management. 18, 6, p. 394-410 17 p.

Research output: Contribution to journalArticle

View All (10)