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Pierre Berthon

Professor, Marketing
Professor, Information Design and Corporate Communication
Clifford F Youse Chair of Marketing & Strategy
Ph.D., Brunel University, 1994
Office: Morison Hall 250 | 781.891._3189 | pberthon@bentley.edu
                       


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Bio

Professor Berthon has held academic positions at Columbia University in the US, Henley Management College, Cardiff University and University of Bath in the UK. He has also taught or held visiting positions at Rotterdam School of Management, Copenhagen Business School, Norwegian School of Economics and Management, Cape Town Business School, University of Cape Town and Athens Laboratory of Business Administration. Before joining academia, he worked for Lotus Engineering and Lotus Sports Cars as a development engineer. Professor Berthon has worked with various national and international organizations including BP, Shell, Ernst and Young, Price Waterhouse, Colgate Palmolive, The Economist, The Metropolitan Police, Monsanto, Southern Life, Tompson Travel, Desmonds Textiles, Juta Press, Cosmopolitan, Pricewaterhouse Coopers and Oxford University Press. Professor Berthon's teaching and research focuses on electronic commerce, marketing information processing, organization and strategy, and management decision-making. He has written over 100 academic papers. A number of his papers have won awards in the US and in the UK. Professor Berthon was Bentley Scholar of the Year in 2003.

Teaching Interests

Strategic Marketing; International Marketing; Research

Research Interests

Electronic commerce; Marketing information processing; Strategy; Management decision-making; Marketing and ethics; Technology and Marketing

Consulting/Practice Interests

Strategy; Electronic commerce; Marketing research; Technology and Marketing

Awards and Honors

2012, Best Paper, International Journal of Wine Business Research
2012, Editors choice for best paper, Business Horizons

Publications

Journal Articles
Prinsloo, M., Pitt, L., Berthon, P. Its In The Doing: Why The Implementation Of Marketing Strategy Often Leads To Failure. Advertising Express. Forthcoming

Berthon, P., Hulbert, J. M. From Genesis to Revelations: Technology, Marketing and Society. Technology and Business Strategy. Forthcoming

Berthon, P., Pitt, L., Berthon, J. e-Relationships for e-Readiness: Trust & Cultural Values in International eB2B. Industrial Marketing Management. Forthcoming

Morgan, R., Berthon, P. Learning, Innovation and Performance: Evidence for the Biotech Industry. Journal of Management Studies. Forthcoming

Pehlivan, E., Berthon, P., Pitt, L. (2013). When outsourcing fragments: Customer creativity and Technological Transmutations. Journal Production Planning and Control, 24 (4-5), 284-293.

Pehlivan, E., Berthon, P., Berthon, J., Cross, I. R. (2013). Viral Irony: Using Irony to Spread the Questioning of Questionable Consumption. Journal of Public Affairs, 13 (2), 172-179.

Plangger, K., Kietzmann, J., Berthon, P., Pitt, L. (2013). Nomen est omen: formalizing customer labeling theory. Academy of Marketing Science Review, 3 (7), 193-204.

Kietzmann, J., Plangger, K., Berthon, P., Pitt, L. (2013). Mobility at Work: A Typology of Mobile Communities of Practice and Contextual Ambidexterity. Journal of Strategic Information Systems.

DesAutels, P., Berthon, P., Pitt, L. (2013). It is emergent: five propositions on the relationship between creative consumers and technology. International Journal of Technology Marketing, 9 (1), 72-85.

Chakrabarti, R., Barnes, B., Berthon, P. (2013). Goal orientation effects on behavior and performance: evidence from international sales agents in the Middle East. International Journal of Human Resource Management , 25 (2), 317-340.

Hanna, D., Pitt, L., Berthon, P. (2013). Denial of Availability: The Marketing Value of Secrets. Business Horizons, 57 , 49–59.

Berthon, P., Robson, K., Pitt, L. (2013). Advers-tising: Counting the Costs to the Customer”, . Journal of Advertising Research. Forthcoming

Berthon, P., Pitt, L., Plangger, K., Shapiro, D. (2012). Marketing Meets Web 2.0, Social Media, And Creative Consumers: Implications For International Marketing Strategy. Business Horizons, 55 (3), 261-271.

Pehlivan, E., Berthon, P., Pitt, L., Chakrabarti, R. (2012). When outsourcing fragments: Customer creativity and Technological Transmutations. Production Planning and Control: The Management of Operations, 10 (1), 1-10.

Berthon, P., Campbell, C., Pitt, L., McCarthy, I. (2012). Making a Face: Graphical Illustrations of Managerial Stances Toward Customer Creativity. Australasian Marketing Journal, 20 (1), 9-15.

Chakrabarti, R., Berthon, P. (2012). Gift giving and social emotions: experience as content. Journal of Public Affairs, 12 (2), 154–161.

Berthon, P., Pitt, L. (2012). Brands and Burlesque: Toward a Theory of Spoof Advertising. Academy of Marketing Science Review, 2 (2-4), 88-98.

DesAutels, P., Berthon, P. (2011). The PC (Polluting Computer): Forever A Tragedy Of The Commons? Journal of Strategic Information Systems, 20 (1), 113-122.

Pehlivan, E., Berthon, P., Pitt, L. (2011). Ad Bites: Towards a Theory of Ironic Advertising. Journal of Advertising Research, 51 (2), 417- 426.

Pehlivan, E., Berthon, P. (2011). Hugh Jidette or Huge Debt: Questioning US Fiscal Policy Using Caricature and Irony. Journal of Public Affairs, 11 (3), 168–173.

Berthon, P., Pitt, L., DesAutels, P. (2011). Unveiling Videos: Consumer Generated Ads as Qualitative Inquiry. Psychology and Marketing, 28 (10), 1044–1060.

Campbell, C., Pitt, L., Berthon, P. (2011). Understanding Consumer Conversations Around Ads in a Web 2.0. Journal of Advertising, 40 (1), 87-102.

Campbell, C., Pitt, L., Berthon, P. (2011). Tracking back-talk in consumer-generated advertising: An analysis of two interpretative approaches. Journal of Advertising Research, 51 (1), 224-238.

DesAutels, P., Berthon, P. (2011). The PC (Polluting Computer): Forever A Tragedy Of The Commons? Journal of Strategic Information Systems, 20 (1), 113-122.

Berthon, P., Donnellan, B. (2011). The Greening of IT: Paradox or Promise? Journal of Strategic Information Systems, 20 (1), 3 - 15.

DesAutels, P., Berthon, P., Salehi-Sangari, E. (2011). Rising to the challenge: A model of contest performance. Journal of Financial Services Marketing, 3/4, 263–274.

DesAutels, P., Berthon, P., Salehi-Sangari, E. (2011). Rising to the challenge: A model of contest performance. Journal of Financial Services Marketing, 3/4, 263–274.

Pitt, L., Berthon, P. (2011). Just When You Thought It Was Safe To Go Back Into the Web: Marketing Meets Web 2.0, Social Media and Creative Consumers. Business Horizons, 54 (3), 181-193.

Berthon, P., Fischer, K., DesAutels, P. (2011). From Mummers To New Media: Captivity, Liberation, And The Church Of Life After Shopping. Journal of Public Affairs, 11 (3), 181–187.

Pitt, L., Berthon, P., Robson, K. (2011). Deciding When to Use Tablets for Business Applications. MIS Quarterly Executive, 10 (3), 133-139.

Berthon, P., Campbell, C., Pitt, L. (2011). Creative consumers: awareness, attitude and action. Journal of Consumer Marketing, 28 (7), 500 – 507.

Berthon, P., Pitt, L., Chakrabarti, R., Berthon, J. (2011). Brand Worlds: From Articulation to Integration. Journal of Advertising Research, 51 (1), 182 - 196.

Tsao, H., Berthon, P., Pitt, L., Parent, M. (2011). Brand Signal Quality of Products in an Asymmetric Online Information Environment: An Experimental Study. Journal of Consumer Behaviour, 10 (4), 169-178.

Steyn, P., Pitt, L., Berthon, P. (2010). The Social Media Release As a Public Relations Tool: Intentions to Use Among B2B Bloggers. Public Relations Review, 36 (1), 87 - 89.

Pitt, L., Parent, M., Berthon, P., Steyn, P. (2010). Event Sponsorship and Ambush Marketing: Seven Lessons from the Beijing Olympics. Business Horizons, 53 (3), 281-290.

Berthon, P., Pitt, L. F., Parent, M., Berthon, J. (2010). Aesthetics & Ephemerality: Observing and Preserving the Luxury Brand. California Management Review, 52 (1).

Pitt, L., Berthon, P., Parent, M. (2010). The Social Media Release as a Corporate Communications Tool for Bloggers. IEEE Transactions on Professional Communication, PP (99), 1-19.

Jurgens, M., Berthon, P., Papania, L. (2010). Stakeholder theory and practice in Europe and North America: The key to success lies in a marketing approach. Industrial Marketing Management, 39 (5), 769–775.

Berthon, P., Pitt, L., Reyneke, M. (2010). Luxury Wine Brands as Gifts: Ontological and Aesthetic Perspectives. International Journal of Wine Business Research, 18 (3), 1 - 15.

Berthon, P., DesAutels, P., Pitt, L., Crittenden, V. (2010). Green IT: Strategy Formulation or Tactical Implementation? Industrial Management, Sept-Oct, 14-28.

Berthon, P., Pitt, L. (2010). Efficiency, Effectiveness, Emergence: The Three Stages of Designing for Consumers. Business Horizons, 53 (4), 419-425.

Berthon, P., Pitt, L., Crittenden, V. (2010). Advocating Avatars: The Salesperson in Second Life. Journal of Personal Selling and Sales Management, 30 (3), 195 - 208.

Berthon, P., Pitt, L., Campbell, C. (2009). Does Brand Meaning Exist in Similarity or Singularity? Journal of Business Research, 62 (3), 356-361.

Jung, M., Berthon, P. (2009). Fulfilling The Promise: A Model For Delivering Successful Online Healthcare. Journal of Medical Marketing, 9 (3), 243-254. (link)

Bal, A., Pitt, L., Berthon, P., DesAutels, P. (2009). Caricatures, Cartoons, Spoofs and Satires: Political Brands as Butts. Journal of Public Affairs, 9 (4), 229-237.

Caruana, A., Pitt, L. F., Berthon, P., Page, M. J. (2009). Differentiation and Silver Medal Winner Effects. European Journal of Management, 43 (11/12), 1365 - 1377. (link)

Berthon, P., Caruana, A., Opoku, R., Pitt, L., Wahlstrom, A. (2009). Online communication of brand personality: A study of MBA programs of top business schools. Journal of General Management. (link)

Pitt, L., Pitt, L., Watson, R., Berthon, P., Piccoli, G. (2009). E-Commerce, Web 2.0 and Entrepreneurship: Opportunities in the U-Space. International Journal of Entrepreneurship Education, 7 (1), Lead Article.

Berthon, P., Galliers, R. D. (2008). The Three Rs: Rigor, Relevance and Rapprochement. EFMD Global Focus, 2 (1), 60-71.

Berthon, P., Pitt, L., Nel, D., Salehi-Sangari, E. (2008). The Biotechnology and Marketing Interface: Functional Integration using Mechanistic and Holographic Responses to Environmental Turbulence. Journal of Commercial Biotechnology, 14 (3), 213-224.

Berthon, P., Pehlivan, E., DesAutels, P. (2008). Remembering Epimetheus: Biotechnologies & the market. Journal of Commercial Biotechnology, 14 (3), 257-264.

Chakrabarti, R., Berthon, P., T, W. R., Pitt, L. F. (2008). Quality Management in Business Relationships: The Role of Brands in an Open Source Environment. Total Quality Management & Business Excellence, 18 (8), 947-955.

Pitt, L. F., Berthon, P., Page, M. J., Spyropoulou, S. (2008). How Well Are Business Schools Managing Their Brands: A Research Note. Journal of General Management, 33 (1 (Spring)), 1-10.

Berthon, P., Pitt, L., Berthon, J. (2008). e-Relationships for e-Readiness: Trust & Cultural Values in International eB2B. Industrial Marketing Management, 37, 83-91.

Berthon, P., Pitt, L., Cyr, D., Campbell, C. (2008). E-readiness and trust: macro and micro dualities for e-commerce in a global environment. International Marketing Review, 25 (6).

Berthon, P., Ewing, M., Napoli, J. (2008). Brand Management in Small-to-Medium Sized Enterprises. Journal of Small Business Management, 46 (1), 27-45.

Merwe, R., Berthon, P., Pitt, L., Barnes, B. (2008). Analysing Theory Networks: Identifying Pivotal Theories in Marketing and their Characteristics. Journal of Marketing Management, 23 ((3-4)), 181-206 (Lead article).

Berthon, P., Pitt, L. (2008). AdLib: When Consumers Create the Ad. California Management Review, 50 (4), 6-30.

Berthon, P., Pitt, L., McCarthy, I. (2007). When Customers Get Clever: Managerial Approaces To Dealing With Creating Consumers. Business Horizons, 50 (1), 39 - 50.

Berthon, P., Holbrook, M., Hulbert, M., Pitt, L. (2007). The Brand Manifold: Managing the Temporal and Socio-Cultural Dimensions of Brands. Sloan Management Review, 48 (2), 37-43.

Berthon, P., Pitt, L. (2007). The Ambiguity of Advertising. Leadership Magazine, 11 (September), 23 - 30.

Caruana, A., Berthon, P., Pitt, L. F., Berthon, J. P. (2007). Psychometric Properties of The Brand Personality Scale: Evidence From a Business School. Psychological Reports, 100, 789-794.

Pitt, L., Berthon, P., Watson, R., Wynne, D., Strasheim, A. (2007). Open TO All: A Postmodern Perspective on Product Development and Brands in an Open Source Environment. International Journal of Technology Marketing, 2 (4), 316-330.

Nairn, A., Berthon, P., , . (2007). Learning From Giants: Exploring, Classifying and Analysing Existing Knowledge in Market Research. International Journal of Market Research, 42 (2), 45-60.

Pitt, L., Merwe, R., Berthon, P., Salehi-Sangari, E., Caruana, A. (2006). Global Alliance Networks: A Comparison of Biotech SMEs in Sweden and Australia. Industrial Marketing Management, 35 (5), 600 - 610.

Berthon, P., Pitt, L., Watson, R., Zinkhan, G. (2006). The Penguin's Window: Corporate Brands from OS Perspective. Journal of the Academy of Marketing Science, 34 (2), 115-128.

Berthon, P., Pitt, L., Merwe, R., Barnes, B. (2006). Swedish BioTech SMEs: The Veiled Values. Technovation, 26 (5-6 (May-June)), 553-560.

Berthon, P., Williams, C. B. (2006). Stages of e-Democracy: Towards an Open Source Political Model. International Journal of Information Technology and Management, 6 (1), 23-29.

Berthon, P., Kaleka, A. (2006). Learning and Locale: The role of Information, Memory, and environment in Determining Export Determination Export Differentiation Advantage. Journal of Business Research, 59, 1016-1024.

Berthon, P., Prinsloo, M., Pitt, L. (2006). It's in the Doing Why the Implementation of Marketing Strategy Often Leads to Failure. Advertising Express (April), 28-31.

Berthon, P., Prinsloo, M., Pitt, L. F. (2006). From service factory to service theater: Solving the positioning dilemma in the medical practice. Journal of Medical Marketing, 23 (Winter), 1-9.

Berthon, P., Armstrong, J., Pitt, L. (2006). From Production to Performance: Solving the Positioning Dilemma in the Dental Practice. Journal of the American Dental Association, 127 (September), 1283-1288.

Berthon, P., Prinsloo, P., Nel, D., Pitt, L. (2006). Do I Like My Icon? Determining Preferences for Firms' Mode of Strategic Focus International Journal of Technology MArketing, 21 (1), 1-18.

Berthon, P., Pitt, L. F., Kates, S., McCarthy, S. (2006). Customer Creativity: How Consumers Find Meaning in Product Transformation. International Journal of Advertising, 25 (July), 12-25.

Tsao, H., Pitt, L., Berthon, P. (2006). An Experimental Study of Brand Signal Quality of Products in an Asymmetric Information Environment. OMEGA: International Journal of Management Science, 43 (4), 397-405.

Pitt, L., Berthon, P., Watson, R., Zinkhan, G. (2005). Penguins At The Windows: Marketing Research Issues Raised By Branding Beyond Capitalism. Journal of the Academy of Marketing Science, 28, 187-188.

Pitt, L., Berthon, P. (2005). Does Your School Have Personality? The MBA Brand Personality PREMIER, Research Journal of Pretoria University, 34 (3), 29-33.

Berthon, P., Pitt, L., McCarthy, I. (2005). Creative Consumers: Stances Towards Consumer Innovations. European Business Forum, 24 (4), 23-39.

Nysveen, H., Pedersen, P. E., Berthon, P. (2005). Mobilizing the Brand. Journal of Service Research, 7 (3), 257 - 277.

Pitt, L., Berthon, P., Caruana, A., Berthon, J. (2005). The State of Theory in Premier Advertising Journals. International Journal of Advertising, 24 (2), 34-43.

Berthon, P., Pitt, L. (2005). Captivating Company: Dimensions of Attractiveness in Employer Branding. International Journal of Advertising, 24 (2), 1-9.

Berthon, P., Pitt, L. (2005). The Paradox of Advertising. International Journal of Advertising, 24 (4), 539-546.

Berthon, P., Hulbert, J. M., Pitt, L. (2005). Consuming Technology: Why Marketers Sometimes Get It Wrong. California Management Review.

Nairn, A., Berthon, P. (2005). Affecting Adolescence: Scrutinizing the Link between Advertising and Segmentation. Business and Society, 44 (September), 318-345.

Willett, L. E., Berthon, P. (2005). Towards an Open Source Model for Democratic Politics. International Conference on e-Government (27-28 October 2005), 67-73.

Berthon, P., Pitt, L. (2005). The Enigma of Advertising. Advertising Express, 15 (12), 30-33.

Berthon, P., Holbrook, M., Hulbert, M. (2004). Understanding and Managing the Brand Space. Sloan Management Review, 44 ((2)), 49-55.

Berthon, P., Ewing, M., Pitt, L., Naude, P. (2003). Understanding B2B and The Web: The Acceleration of Coordination and Motivation. Industrial Marketing Management, 32 (1), 1-9.

Watson, R., Pitt, L., Berthon, P., Zinkhan, G. (2003). U-Commerce: Expanding the Universe of Marketing. Journal of the Academy of Marketing Science, 30 (4), 329-343.

Berthon, P., Nairn, A., Money, A. (2003). Through the Paradigm Funnel: A Conceptual Tool for Literature Analysis. Marketing Education Review (Summer 2003).

Murgolo-Poore, M., Pitt, L., Berthon, P. (2003). Three Theoretical Perspectives on One of Marketing's Most Fundamental Exchanges: Propositions on Partner Seeking. Marketing Theory.

Berthon, P., Pitt, L., Ewing, M., Carr, C. (2003). Potential Research Space in MIS: A Framework for Envisioning and Evaluating Research Replication, Extension and Generation. Information Systems Research, 13 (4), 416-427.

Berthon, P., Pitt, L., Bakkeland, G. (2003). Norms and Power in Marketing Relationships: Alternative Theories and Empirical Evidence. Journal of Business Research, 56 (9), 1-11.

Berthon, P., Hulbert, M. (2003). Marketing Metamorphosis: Breaking Boundaries. Business Horizons (May-June 2003).

Krepapa, A., Berthon, P. (2003). Making Meaning: Interpretive Diversity and Market Learning - A Model and Propositions. Marketing Theory, 3 (2), 179 - 200.

Van der Merwe, R., Pitt, L., Berthon, P. (2003). Excellent Companies Ethical? Evidence from an Industrial Setting Corporate Reputation Review, 5 (4), 343 - 355.

Nairn, A., Berthon, P. (2003). Creating the Customer: The Influence of Advertising on Consumer Market Segments - Evidence and Ethics. Journal of Business Ethics, 42 (1), 83-100.

Murgolo-Poore, M., Pitt, L., Berthon, P. (2003). Corporate Intelligence Dissemination As a Consequence of Intranet Effectiveness: An Empirical Study. Public Relations Review, 29 (2), 171-184.

Book Chapters
Berthon, P. (2012). A Trick of the Tail: Branding, Communications, and Strategy. Legends in Marketing: Morris B. Holbrook. Sage

Berthon, P, Watson, R, Pitt, L. (2011). One Laptop Per Child (OLPC): From Instrumentality to Emergence in Information Systems. Oxford Handbook of Management Information Systems. Oxford: . Oxford University Press

Berthon, P, DesAutels, P, Clark-Williams, C. (2011). Green Digits: Towards an Ecology of IT Thinking. Oxford Handbook of Management Information Systems. Oxford: . Oxford University Press

Berthon, P, John, J. (2007). The Marketing-IT Paradox: Interactions from the Customer's Perspective. In J. Seth, R. Sisodia (Eds.),  (pp. 191-197). NY: . Armonk

Berthon, P, John, J. (2006). From Entities to Interfaces: Delineating Value in Customer-Firm Interaction. In Stephen L. Vargo, Robert F. Lusch (Eds.), . Unknown: . M.E. Sharpe Publishers

Berthon, P, Hulbert, J. M. (2006). Emergence: Technology, Marketing, and Society. In Marshall Goldsmith et al (Eds.), . NJ: . Financial Times-Prentice Hall

Conference Proceedings and Presentations

Pehlivan, E., Berthon, P.Green irony: Using irony to question questionable consumption. Presented at the Society of Marketing Advances 's Society of Marketing Advances 2010, Atlanta, GA.

Berthon, P., Pitt, L., Kietzman, J., Schau, H. (2013). The Rise of Creative Consumers. Presented at the Academy of Marketing Science 's Academy of Marketing Science Conference , Monterey CA.

Bal, A., Pitt, L., Berthon, P. (2013). I’m Lovin’ It: The Salience of McDonald’s Logo, Slogans and Colors on Children. Presented at the Academy of Marketing Science's Academy of Marketing Science Conference, Monterey, CA.

Cross, I. R., Berthon, P., Pitt, L., , . (2013). Annual Meeting. Presented at the AMS's AMS 2013, Monterey, CA.

Berthon, P. (2011). Animals and Avatars: Creatures and Consumption in the Virtual World. Presented at the Academy of Marketing Science's The 15th Biennial World Marketing Congress, Reims France.

Berthon, P., Berthon, J. (2011). Of Time and Knowledge: Conceptualizing the Luxury Brand. Presented at the Academy of Marketing Science's The 15th Biennial World Marketing Congress, Reims France.

Berthon, P., Pitt, L., Campbell, C., Robson, M. (2008). "Creative Consumers: Awareness, Attitude & Action - Instrument & Preliminary Results." Presented at the Academy of Marketing Annual Conference 2008, Aberdeen Business School, Scotland, 8th - 10th July.

Berthon, P., Pitt, L. (2008). "Lampooning Latte: Understranding Caricature in Advertising." Presented at the Academy of Marketing Annual Conference 2008, Aberdeen Business School, Scotland, 8th - 10th July.

Cross, I. R., Berthon, P., Wiggins, R. A. (2008). "Putting the 'Business' Back in B-School Education." Presented at the Academy of Marketing Science, Vancouver, Canada.

Berthon, P., Pitt, L. (2008). "Toward a Theory of Spoof Advertising." Presented at the Acedemy of Marketing Science, Vancouver, Canada.

Berthon, P., Cross, I. R., Boshoff, C. (2008). "COO2: From Country of Origin to Caricature of Origin." Presented at the Corporate Identity Research Group 5th International Conference on Strategically Managing Corporate R, Segal Graduate School of Business, Simon Fraser University.

Berthon, P., Pitt, L., Caruana, A. (2008). "Managing Business School Brands." Presented at the Corporate Identity Research Group 5th International Conference on Strategically Managing Corporate R, Segal Graduate School of Business, Simon Fraser University.

Berthon, P., Pitt, L. (2007). Creative Consumption: Strategic Stances to Creative Consumers. Presented at the AMA Winter Educators' Conference Proceedings: Market Theory and Applications, San Deigo, CA.

Berthon, P., Pitt, L. F., Campbell, C. (2007). Multiple Meanings? A Mutual Knowledge Perspective on Brand Co-Creation. Presented at the Proceedings of the Annual Conference of the Academy of Marketing Science, Miami, Florida.

Merwe, R., Pitt, L., Berthon, P., Katsikias, C. (2007). "Opinion Leaders: Social Networks & Relationships." Presented at the Society for Consumer Psychology, Las Vegas.

Berthon, P., Pitt, L. F., Campbell, C. (2007). "Common Ground: Does Brand Meaning Exist in Similarity or Sigularity?" Presented at the Thought leaders International Conference on Brand Management, University of Birmingham, UK.

Berthon, P., Pitt, L. (2006). "Creative Consumers: Awareness, Attitude & Action: Instrument & Preliminary Results." Presented at the EMAC 2006, Athens, Greeve.

Prinsloo, M., Berthon, P., Papania, L., Pitt, L., Nel, D. (2006). "Brand Management Effectiveness in South African Firms: A Study of Performance Consequences." Presented at the Society for Marketing Advances, Nashville, TN.

Berthon, P., Prinsloo, M., Spyropoulou, S. (2006). "Will Today's ICON Be Tomorrows? Changing Preferences of South African Firms for Modes of Strategic Focus" Presented at the Society for MArketing Advances, Nashville, TN.

Williams, C. B., Berthon, P. (2005). "An Open Source Model for Democratic Politics." Presented at the International Conference of e-Government, Ottawa, Canada.

Berthon, P., Hulbert, M. (2005). "A Meta-Theoretical Model of Strategy." Presented at the Strategic Management Society, 25th Annual International Conference, Orlando, Florida.

Service

Department Service
Advisory Board - Center For Integration Of Science And Industry - Present
Advisory Committee to Chair of Marketing Department - Present
Research Committee - Present

University Service
PhD Committee - Present
Research Council - Present

Professional Service
Editorial Board - Business Horizons - Present
Editorial Board - Industrial Marketing Management - Present
Editorial Board - International Journal of Advertising - Present
Editorial Board - Journal of Asia Pacific Marketing - Present
Marketing Theory Track Chair - Academy of Marketing Science - Present
Editor (Associate), Journal for MISQ Special Issue on Green IS - Present
Reviewer for Many Journals - Present