industry 2017msb jan curriculum vitae – melodena stephens balakrishnan

Melodena S. Balakrishnan

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Curriculum Vitae (short) – Melodena Stephens Balakrishnan SNAPSHOT:

Experience: 25+ years of industry and education experience, and a multi-‐‑cultural perspective (India, USA, Taiwan, UAE & Germany). Set up volunteer organization -‐‑ Academy of International Business – MENA chapter. Areas of strength: strategy, research, education and community outreach. Research areas: branding, strategy, crisis management and (social) entrepreneurship. Over 130 publications. Generated approx. AED 2.71 million -‐‑ for research related activities in the region from grants, sponsorship and in kind.

1. POSITIONS HELD: Academic and Industry 2014 to current 2017 to current 2005-2015 2004-2005 2010 to current

ACADEMIC POSITIONS

Karlshochschule International University, Professor, International Marketing Strategy and Entrepreneurship. Management Positions: Dean of Faculty II (Management & Performance) (2016 to current); Chair of Research Committee (2016 to current); Member of the President’s Committee (2016 to current); Member of Senate (2016 to current); Head of Degree Program – International Business (2015 to current); Visiting Professor (2014-2015). Industry-led student projects/competition/outreach: Jumeirah Group, UAE (2016); Tata Group, India (2015). Mohammed Bin Rashid School of Government, Dubai, UAE Non-Resident Fellow. Responsibilities include mentoring, support and providing advisory role in the promotion, design and delivery process of MBRSG research, academic curriculum development, Executive Education courses and faculty staff and students. University of Wollongong in Dubai: Associate Professor Management Positions: Deputy Dean (2009-2011); MBA Program Director (2009 onwards); Program Director for Masters of International Business (MIB) (2009), Program Coordinator for Bachelors of Commerce – Marketing (2007-08), and Program Coordinator for Masters in Strategic Marketing (MSM) (2006-07). Three full accreditations: MBA, MSM and MIB. Teaching marketing and management strategy subjects. Industry led student projects/competitions/outreach: Worked with several industry partners for curriculum enhancement and student internship opportunities: Some industries are: Unilever (2013), Yum! Restaurants International – Krusher's introduction (2010); new 7 Wonders campaign for Bu Tinah Shoals, UAE (2010); Audi Middle East (2011); The Abraaj Group (2011). Competitions: Zayed University E-Biz competition 2006 – winners in overall and Dubai e-Government category (356 teams across the GCC participated in a three-stage competition). Emirates Islamic (2014) – responsible for development of new concept Hassalah. Research Outreach: Collaborative research: Place Branding (with Dubai Tourism and Commerce Marketing, 2009 onward); Brand Architecture (Tata Group, Jumeirah Group and UAE Exchange, 2014 onward); Social Entrepreneurship (Wamda, 2013-2016); JAFZA – Competitiveness of Global Free Trade Zones (2010). Value of Grants received: AED 5,52,500. London School of Economics (External Program): Lecturer for the International Institute of Technology and Management, Dubai, UAE) among others.

ACADEMIC VOLUNTEER POSITION

External Accreditation committees External Examiner Retail Management at - University Malaysia Kelantan (2013); 2012 onwards: Member of Quality Assurance Panel of Islamic Azad University for KHDA Accreditation


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2010 to current 2010 to current 2009 to current

(UAE); Consultant with Szabist University as for KHDA accreditation through DIAC, which was successful (2010-11).

Publishing Responsibilities Series Editor of Actions and Insights – Middle East North Africa- published three volumes (2010 to current) – published three volumes; forth in production. Editorial Board for the International Journal of Social Science Research (IJSSR): part of the Centre of Postgraduate Studies, Universiti Malaysia Kelantan (2013). Editorial Team for International Journal of Emerging Markets (2012 to current): Editor for Special Issue for Journal of Strategy and Management – AIB-MENA, best conference papers (2012); Editor for Special Issue for International Journal of Emerging Markets – AIB-MENA conference best papers. (2012). Regional Editor for Emerald Emerging Markets Case Studies Collection for Middle East, Marketing and Tourism (20019-2015): The cases published on EEMCS have over 44,000 downloads worldwide.

Academic Conference Responsibilities

Track Chair for AIB Annual Conference: “Managing Turbulence and Uncertainty”, Dubai, UAE (2017). Organized, moderated and been a member of Panels: 15 special interest sessions on future of international business, managing uncertainty, nation branding, social entrepreneurship and women in management (since 2010) for Academy of International Business and AIBMENA.

Academy of International Business, and AIB-MENA Chapter Founded the Academy of International Business – Middle East North Africa (AIBMENA) Chapter: Volunteer organization whose strategic intent was to develop regional research capability within the region and improve teaching relevance through facilitation of government, and industry engagement with academia. • Organized five international conferences (Dubai, Cairo and Udaipur) bringing together over

240 participants. • Produced 5 books, 50 teaching cases. Specific journal articles and special issues on the region

MENA. • Organized six Journal of International Business Studies Paper Development Workshops (JIBS

- A+ journal; 2015 Impact Factor: 3.620* -Thomson Reuters), research workshops for Masters and PhD students, Case Study Writing Workshop with Emerald Emerging Market Case Studies held for El-Khazindar Business Research & Case Centre (KCC), School of Business in 2013 and with Mohammed Bin Rashid School of Government and the American University in Cairo (AUC) in 2014; free workshop on social entrepreneurship (2015).

• Member of the 20-member strategic planning team to discuss future of international business for parent organization (AIB which was established in 1959) in the 2011Annual Meet Session by the Board in Nagoya, Japan.

• Instituted the AIBMENA Ghaf Tree Award that recognizes businesses that give back to communities in MENA: past winners: Abraaj Group (2012); Aramex and Americana, Egypt (2013).

• Instituted the AIBMENA Windtower Award that recognizes outstanding individuals who are visionaries: past winners: Frederic Sicre, Abraaj Group (2012), HE Sheikha Lubna Al Qassimi, at that time UAE Minister of International Cooperation and Development (2013); Ratan Tata, Chairman Tata & Sons (2014).

• Recognitions: The Academy of International Business – Middle East North Africa Chapter was awarded “Dubai Brand Ambassador Status” by Dubai Conventions & Events Bureau, Department of Tourism and Commerce Marketing at the Al Safeer Annual Recognition Event in 2012. UOWD was recognized by AIB in 2012 for supporting AIBMENA one of the most active chapters


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Industry Experience Consultancy/Advisory Roles/Outreach

2015 2009 2014

Strategy/Consultancy Roles

Part the Brainstorming Strategy Group for Innovative Funding for Noor Dubai Foundation, Dubai, UAE. Brand Dubai, Government of Dubai: Consultancy during the Dubai recession and PR crisis. SixthFactor, UAE (a boutique consultancy market research firm): Advisory Board member.

2014 2013 2011 to current

Arab World Social Entrepreneurship Program (ASEP) a MENA based initiative between Ashoka Arab World and Crescent Enterprises: member of the Leadership Committee. Worked with Consul General India on Outreach –2013 Panel Member for Radio Show – India Matters, Radio Mirchi, October; 2013 -Panel Member – Radio Show SUNO FM 104.2 “India matters”, International Women’s Day. March. Invited talks at Universities like Baruch College, City University New York. USA (2012); Duale Hochschule Baden-Württemberg Mannheim (2016) and industry gatherings like Reputation Institute, Sao Paulo, Brazil (2015) and Dubai Quality Group (2012).

1998-1993 1993-1992 1991

Full-time Employment

Eureka Forbes Limited, Mumbai, India: Product Manager - set up the division, worked on 2 local JVs and one international JV. Grew category sales for Industrial water purifier brands and developed market for category. Grew market to Rs. 40 million. Bajaj Electrical Ltd. India: Marketing Executive – Consumer Durables (retail distribution and product development and marketing). Citibank NA, India: Calculated market potential of home loans Mumbai and Pune, Citihome product rollout based on report.

2. AWARDS AND RECOGNITIONS (EDUCATION, RESEARCH, OUTREACH) 2013 UOWD Teaching Excellence Award 2013 UOWD Highly Commended Research Excellence Award 2012 2010 2010

Highly Commended for ITC Staff Awards – Australia: Exceptional Leadership by a Female Staff Member Editorial Board of Emerald Publishing Group gives Certificate of Recognition for journal paper Balakrishnan (2008) as the most downloaded article from this journal in 2008-09 with 10685 downloads as of 16 February 2010. Conference Paper -Balakrishnan, M.S. (2010), “Preventing Brand Burn during Times of Crisis - Mumbai 26/11: A case of the Taj Mahal Palace and Tower Hotel”, wins the Best Paper in the Round Table Session in the Reputation Institute 14th Annual Conference Proceedings on "Corporate Reputation, Brand, Identity and Competitiveness", May 18-21, Rio de Janeiro, Brazil.

2009 UOWD Teaching Excellence Award. 2006 Certificate of Commendation for being faculty advisor for the winners of the IV Zayed University

E-Biz competition in two categories -Zayed University E-Biz Challenge and the E-Services Competition. 356 teams across the GCC participated in a three-stage competition.

1995 National Talent Search Exam (NTSE) Scholarship. Funded by the Government of India and based on an All India level. Only 1% of applicants are awarded this scholarship.

1986 Dorab Tata Merit Scholarship. Funded by the Tata’s, one of India’s largest corporations.

Competitive Research Grants: AED 5,52,500 2014-2015 2014-2016

AED 1,75,000: Balakrishnan, M.S., Michael, I., Papadopoulos, N., Hamzaoui-Essoussi, L., Mavondo, F., Richter, U. and Joseph, T. (2014), Optimizing Nation-City-Corporate-Product Brand Fit for the UAE: Effects of Consumer Familiarity, Perceived Country Values, and Product Origin on Buyer Behaviour” – UAE National Research Foundation University-Industry Research Collaboration Award (U-IRCA 2014) competition Grant with industry partners Jumeriah Group, UAE Exchange and M&C Saatchi. AED 95,300: Kotsi, F., Michael, I., Ramsoy, T.Z., Balakrishnan, M.S. and Vashishtha, H. Zayed University Research Incentive Fund, “Destination Branding: Perception Mapping of Visual and


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2013-2014

Auditory Communication Elements.” AED 1,60,000: Lindsay, L., Balakrishnan, M.S. & Gupta, V. with Wamda: UAE National Research Foundation University-Industry Research Collaboration Award (U-IRCA 2013) competition Grant with Wamda, UAE. “How can the Scalability of Start-up Firms Engaged in Social Entrepreneurship be Increased?”

2013-2015 AED 65,200: Michael, I., Balakrishnan, M.S., Sandhu, T., King, B. and Hassan, S. Zayed University RIF Grant. “Creating the United Arab Emirates (UAE) Nation Brand.”

2010-2012 AED 10,000: Balakrishnan, M.S.; Muhammed, N. and Moonesar, I. UOWD Industry and Community Linkage Grants. “Service Loyalty: Making it Work.”

2011** AED: 12,000: Balakrishnan, M.S & Michael, I. Abraaj Capital Grant for Entrepreneurship. 2008-2009 2016

AED 35,000: Balakrishnan, M.S. and Kerr, G. UOW (Australia)-Research Exchange grant for collaborative research project, “An Investigation into Place Architecture.” Erasmus Teaching Exchange Grant to Nottingham Trent (UK).

** Industry Grant 3. EDUCATION QUALIFICATION Degree University Specialization Class/Awards PhD (2004) Bharati Vidayapeet University, Pune, India Management

Studies Gold Medalist

MBA (1992) Institute of Management and Entrepreneurship Development (IMED) Pune University, India:

Marketing A+ (Student of Year Awards)

BSc (1990) Wilson College, Bombay University, India Chemistry I Class Distinction Other Certifications 2010 Basic Practitioner of Neuro-Linguist Programing (The National Federation of Neurolinguistic

Programming, USA). 2009 Mind Mapping: Leadership in Times of Crisis (by Tony Buzan).

4. RESEARCH – PUBLICATIONS AND REPORTS Research Philosophy: collaborative research that is boundary spanning, strategic, current and interdisciplinary. Published more than 130 pieces of research (among them 5 books, 50 cases, and 75 journal papers/conference papers/ other articles.

Research Areas

Strategy: Crisis Management Selected articles mentioned Balakrishnan, M.S. (2016), “Managing Uncertainty in Emerging Markets: Lessons from the MENA region”, In

Merchant, H. ed. Handbook of Research on Emerging Markets, Edward Elgar Publishing, USA, pp. 317-354. Balakrishnan, M.S. (2011), “Preventing Brand Burn during Times of Crisis: Mumbai 26/11- A case of the Taj Mahal

Palace and Tower Hotel”, Management Research Review, Vol. 34, No. 12, pp. 1309 - 1334. Balakrishnan (2004), Market Orientation and Marketing Strategy Linkage - A Study of Strategic Marketing

Response of Organizations to Operating Environments, PhD Thesis, Bharti Vidyapeeth University, Pune, Registration No.: Ph.D.-C&BS-5.


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Balakrishnan, M.S. (2012), “Etihad Airways: Reputation Management – An Example of the Eyjafjallajokull Iceland Volcano”, In Balakrishnan, M.S., Michael, I., Rogmans, I., and Moonesar, I.A. (2012), Eds., Actions and Insights: Middle East North Africa (Vol. 2): Managing in Uncertain Times, pp. 143-165, Emerald Group Publishing: UK, ISBN 978-1-78052-620-1. [Also Available: Emerald Emerging Markets Case Studies, Vol. 1, No. 4, 2011, pp. 1-17, Emerald Group Publishing Limited, ISSN 2045-0621].

Strategy: Managing in Uncertain Times Selected articles mentioned Balakrishnan, M.S. (2013), “East Meets West: The World is Round and Time is Cyclic”; In Balakrishnan, M.S.,

Michael, I., and Moonesar, I.A., Eds., Actions and Insights: Middle East North Africa (Vol. 3): East Meets West, Emerald Group Publishing: UK, pp. xix-xxvii, ISBN 978-1-78190-413-8.

Balakrishnan, M.S. (2013), “Americana Group: KFC in Mecca (or Makkah)”; In Balakrishnan, M.S., Michael, I., and Moonesar, I.A., Eds., Actions and Insights: Middle East North Africa (Vol. 3): East Meets West, Emerald Group Publishing: UK, pp. 123-137, ISBN 978-1-78190-413-8.

Balakrishnan, M.S. and Michael, I. (2013), “PEPSICO AMEA: The role of packaging in PEPSI brand activation”; In Balakrishnan, M.S., Michael, I., and Moonesar, I.A., Eds., Actions and Insights: Middle East North Africa (Vol. 3): East Meets West, Emerald Group Publishing: UK, pp. 139-153, ISBN 978-1-78190-413-

Michael, I., Balakrishnan, M.S. and Khan, Z. (2013), “GEA Group Aktiengesellschaft: Doing Business in the Middle East”; In Balakrishnan, M.S., Michael, I., and Moonesar, I.A., Eds., Actions and Insights: Middle East North Africa (Vol. 3): East Meets West, Emerald Group Publishing: UK, pp. 183-200, ISBN 978-1-78190-413-8.

Balakrishnan, M.S. (2012), “Al Ain Dairy: Managing Demand and Supply”, In Balakrishnan, M.S., Michael, I., Rogmans, I., and Moonesar, I.A. (2012), Eds., Actions and Insights: Middle East North Africa (Vol. 2): Managing in Uncertain Times, pp. 203-216, Emerald Group Publishing: UK, ISBN 978-1-78052-620-1. [Also Available: Emerald Emerging Markets Case Studies, Vol. 1, No. 4, 2011, pp. 1-10, Emerald Group Publishing Limited, ISSN 2045-0621]

Branding: Creating Brand Value Selected articles mentioned Sayani, H and Balakrishnan, M.S. (2013), “Marketing an Islamic Index: Perceived Value of KMI30 Index (2012),

Marketing an Islamic Index: Perceived Value of KMI30 Index”, Management Research Review, Vol. 36, No. 4, p. 326-358.

Balakrishnan, M.S. (2011), “Gain the Most from your Marketing spend on loyalty”, Business Strategy Series, Vol. 12, No. 5, pp. 219-225.

Balakrishnan, M.S. (2012), “Jumeirah Group: Stay Different”, In Balakrishnan, M.S., Michael, I., Rogmans, t., and Moonesar, I.A. (2012), Eds., Actions and Insights: Middle East North Africa (Vol. 2): Managing in Uncertain Times, pp. 167-186, Emerald Group Publishing: UK, ISBN 978-1-78052-620-1. [Also Available: Emerald Emerging Markets Case Studies, Vol. 1, No. 4, 2011, pp. 1-15, Emerald Group Publishing Limited, ISSN 2045-0621]

Balakrishnan, M.S., Jayashree, P. and Michael, I. (2010): “Etihad: Contributing to the UAE vision through Emiratisation: Case and teaching Notes”, In Balakrishnan, M.S., Payyazhi, J. and Michael, I., Eds. Actions and Insights: Business Cases from UAE, pp. 49-66, Emerald Group Publishing: UK. [Also Available: Emerald Emerging Markets Case Studies, Vol. 1, No. 1, 2011, pp. 1-7, Emerald Group Publishing Limited, ISSN 2045-0621]

Brand and Place Strategy Selected articles mentioned Kotsi, F; Balakrishnan, M.S., Michael, I. and Ramsoy, T. Z. (2016), “Place branding: Aligning multiple stakeholder

perception of visual and auditory communication elements”, Journal of Destination Marketing and Management, In Press. Available online 28 September, 2016 http://dx.doi.org/10.1016/j.jdmm.2016.08.006.

Balakrishnan, M.S., Nekhili, R. and Lewis, C. (2010), “Destination brand components”, International Journal of Culture, Tourism and Hospitality Research, Vol. 5, No. 1, pp. 4-25.

Balakrishnan, M.S. (2009), “Strategic Branding of Destinations – A Framework”, European Journal of Marketing, Vol. 43, No 5/6, pp. 611-629.

Balakrishnan, M.S. (2008), “Dubai – A Star in The East”, Journal of Place Management and Development, Vol. 1, No. 1, pp. 62-91.


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Kerr, G. and Balakrishnan, M.S. (2012), “Challenges in Managing Place Brands: The Case of Sydney”, Place Branding and Public Diplomacy, Vol. 8, No. 1, pp.6-16.

Balakrishnan, M. S. (2014), Revitalizing forgotten place brands through Touring Consumption: The case of The Old London Underground Company, Touring Consumption, Management-Culture-Interpretation Book Series, SpringerVS Publication, Germany.

Balakrishnan, M.S. (2014), Case Study: UAE Brand Architecture, in Keith Dinnie, Nation Branding – Concepts, Issues and Practice, 2nd Ed, Butterworth Heinemann, UK, forthcoming.

Balakrishnan, M.S. and Kerr, G. (2013), The 4D Model of Place Brand Management, Branded Spaces, In Sonnenburg, S. and Baker, L. Ed. SpringerVS Publication, Germany. ISBN: 978-3-658-01560-2; pp.31-42

Entrepreneurship startup/scalability Selected articles mentioned Balakrishnan, M.S. and Lindsay, V. (2016), Actions and Insights: Middle East North Africa (Vol. 5): Social

Entrepreneurship, Emerald Group Publishing: UK. ISBN-10: 1786354403, ISBN-13: 9781786354402. Balakrishnan, M.S. and Michael, I., (2012), “Abraaj Capital Limited: Celebration of Entrepreneurship (CoE), In

Balakrishnan, M.S., Michael, I., Rogmans, I., and Moonesar, I.A. Eds., Actions and Insights: Middle East North Africa (Vol. 2): Managing in Uncertain Times, pp. 3-36, Emerald Group Publishing: UK, ISBN 978-1-78052-620-1. [Also Available: Emerald Emerging Markets Case Studies, Vol. 1, No. 4, 2011, pp. 1-21, Emerald Group Publishing Limited, ISSN 2045-0621]

Balakrishnan, M.S. and Moonesar, I.A. (2012), “Advanced Technology Investment Company (ATIC): A Destination Global Champion”, In Balakrishnan, M.S., Michael, I., Rogmans, I., and Moonesar, I.A., Eds., Actions and Insights: Middle East North Africa (Vol. 2): Managing in Uncertain Times, pp. 73-100, Emerald Group Publishing: UK, ISBN 978-1-78052-620-1. [Also Available: Emerald Emerging Markets Case Studies, Vol. 1, No. 4, 2011, pp. 1-16, Emerald Group Publishing Limited, ISSN 2045-0621]

Balakrishnan, M.S. (2013), “ARAMEX PJSC: Carving a Competitive Advantage in the Global Logistics and Express Transportation Service Industry”; In Balakrishnan, M.S., Michael, I., and Moonesar, I.A., Eds., Actions and Insights: Middle East North Africa (Vol. 3): East Meets West, Emerald Group Publishing: UK, pp. 15-67, ISBN 978-1-78190-413-8.

Balakrishnan, M.S. (2013), “Lammtara Pictures: Creating a Cultural Entertainment Organization – The way forwards”; In Balakrishnan, M.S., Michael, I., and Moonesar, I.A., Eds., Actions and Insights: Middle East North Africa (Vol. 3): East Meets West, Emerald Group Publishing: UK, pp. 97-116, ISBN 978-1-78190-413-8.

Education/Research Strategy Selected articles mentioned Wilkins, S., Butt, M., Kratochvil, D. and Balakrishnan, M.S (2015), “The effects of social identification and

organizational identification on student commitment, achievement and satisfaction in higher education”, Studies in Higher Education, DOI: 10.1080/03075079.2015.1034258, forthcoming: http://dx.doi.org/10.1080/03075079.2015.1034258.

Balakrishnan, M.S. (2013), “Methods to Increase Research Output: Some Tips looking at the MENA region”, International Journal of Emerging Markets, Vol. 8, No. 3, pp. 215 – 239. [ABDC 2013: C]

Balakrishnan, M.S., Muhammed, N. and Sikdar, A. (2013), “Editorial: Don’t just stand on the shoulder of giants, become a giant! Challenge Research Paradigms”, International Journal of Emerging Markets, Vol. 8, No. 3, p. 210-214.

Wilkins, S. and Balakrishnan, M.S. (2013),"Assessing student satisfaction in transnational higher education", International Journal of Educational Management, Vol. 27, No. 2 pp. 143 – 156.

Wilkins, S., Balakrishnan, M.S. and Huisman, J. (2012), “Student satisfaction and student perceptions of quality at international branch campuses in the United Arab Emirates”, Journal of Higher Education Policy and Management, Vol. 34, No. 5, pp. 543-556.

5. Referees & Personal Details

Academic Referees

Prof. John Patterson, Partner, Backdeck Consulting, Australia and former Senior Deputy Vice Chancellor, University of Wollongong, Australia. Tel.: +61407250113 Email: [email protected]

Professor G. Tomas M. Hult, Byington Endowed Chair & Professor, International Business Director, International Business Centre (MSU-CIBER), The Eli Broad College of Business, AND Executive, Academy of International


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Business & President AIB Foundation Director: Address: 645 N. Shaw Ln., Room 7, East Lansing, MI 48824, USA Tel: +1-517-353-4336 Email: [email protected]

Prof. Dr. Rob Whelan, Director Whelan Consulting Pty Ltd, Australia, former Advisor and Deputy Provost, United Arab Emirates University. Email: [email protected]

Industry Referees

Frederic Sicre, Managing Director, Address: The Abraaj Group, Dubai International Financial Centre (DIFC), Gate Village 8, 3rd Floor, PO Box 504905, Tel: +971 4 506 4400. Email: [email protected]

Bhaskar Sharma, General Manager, Red Bull India: Email: [email protected]

Christopher M. Schroeder, Internet/Media CEO, Venture Investor, Author, USA. Email: [email protected]

Melodena’s Contact Details

Melodena’s Professional Contact Address: Prof. Dr. Melodena Stephens Balakrishnan, Professor of International Marketing Strategy and Entrepreneurship, Dean for Faculty of Management and Performance, Head of Degree Program - International Business, Karlshochschule International University, Karlstraße 36 – 38, 76133 Karlsruhe, Germany Tel.: +49 721 1303-516 Fax: +49 721 1303-300; Email: [email protected].

Personal Email: [email protected]: Phone +4915252761336

industry 2017msb jan curriculum vitae – melodena stephens balakrishnan

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