Professor Dr. Prof. h.c. Bernhard Swoboda


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Research focus

  • Retail Internationalization
  • Retail Branding
  • International Brand Management


Professor Swoboda has published more than 350 articles in peer-reviewed journals and conference proceedings such as Journal of the Academy of Marketing Science, Journal of Retailing, Journal of International Marketing, Journal of International Management, Long Range Planning, International Business Review, International Marketing Review, and Management International Review. For information on Professor Swoboda's publications please see here.



Professor Swoboda (born in 1965 in Beuthen) has studied Business Administration at the Universities of Giessen and Essen after qualifying for university with his diploma from German secondary school in 1985 in Lünen/Wf. In the years 1991-1996, he was research assistant at the University of Essen. In 1996, after graduating as Doctor rerum oeconomicarum from the Faculty of Law and Economics of Saarland University (topic: Multimedia at the Point of Sale), he became research assistant at the Chair for Foreign Trade and International Management, the Institute for Commerce and International Marketing and senior lecturer at the European Institute of Saarland University (Ex MBA Program Europe). In 2001, Professor Swoboda obtained the Venia Legendi for General Business Administration (topic: Dynamic Processes of Internationalization). In 2001 he accepted a call as full professor at the Chair for Marketing and Retailing, Trier University, and declined a call from the University of Wuppertal (Chair for Electronic Commerce and Marketing) and in 2017 another call (Institute for Retailing & International Marketing, Saarland University). In Trier, he is also responsible for the ERASMUS exchange program and the Foreign Language Program (FFA) of the faculty. For five consecutive years, students elected him as the best lecturer in business administration.



The research fields, with over 700 publications (60 books and over 350 papers in reviewed journals/proceedings), include retail management, consumer goods marketing/branding and international marketing-management. Professor Swoboda is author of the most successful German speaking books “Retail Management” and “International Marketing” as well as editor of the book series “Retailing and International Marketing” in Springer Gabler-Publishing company. He has published in famous journals, e.g., Journal of the Academy of Marketing Science, Journal of Retailing, Social Indicators Research, Management International Review, Journal of International Management, Journal of International Marketing, International Business Research, Journal of Small Business Management, Business & Society, Long Range Planning, Journal of International Entrepreneurship, International Marketing Review, Journal of Consumer Behaviour, Journal of Retailing and Consumer Services, and International Journal of Retail & Distribution Management. His work achieved over two dozen Best Paper Awards from the European Marketing Academy, the European International Business Academy, the Academy of International Business, and the American Marketing Association (overall/tracks). In the last “Handelsblatt-Ranking”, Professor Swoboda was ranked as No. 89 out of over 2,500 German speaking business administration researchers and in the "WirtschaftsWoche-Ranking" in terms of the scientific life's work of business economists, he was ranked 49thin 2019. He was editor-in-chief of the Marketing ZFP–Journal of Research and Management (leading marketing journal in the DACH-Countries) and chairman of the Scientific Commission International Management within the Scientific Association of Business Administration in German speaking countries.


Extensive stays abroad

Professor Swoboda has taught and was Guest-Professor at numerous Universities: Alcalá (ES), Berkeley (US), Clark (Worcester, US), Gabriela Mistral (Santiago de Chile, CL), Giessen (DE), Graz (AT), Negeri (Java, ID), Shanghai (CN), St. Gallen (CH), St. Thomas (St. Paul, US), or Xiamen (PR China). He is/was involved in Executive MBA-Programs: University of Basel (CH), WHU (Vallendar, DE) and with his research assistants at Aston Business School (Birmingham, UK), University of Galway (IE), and Babeş-Bolyai University (RO), which honoured him with the title Professor honoris causa due to his outstanding dedication to education and research.



Professor Swoboda is active in supervisor boards, as speaker in firms und in consulting as well as research projects, e.g., with Bayer (chemicals/pharmaceutics), Boehringer Ingelheim (pharmaceutics), Chambre de Commerce Luxembourg, COOP Switzerland (retailer), Dresdner Bank Luxembourg, Henkel (brand manufacturer), Karstadt, Kaufhof, Kaufland, Metro Group, Praktiker, Rewe Group (German commerce firms), SAP SE, Subway, Textilwirtschaft etc. In 2017 he establishes a Program for High Potentials with Bitburger Brewery, IP RTL Luxemburg, Luxair Airlines, Moccamedia AG, Rewe Group, and SAP SE. He is founder of the (of practically active professors) which publishes twice a year the electronic Retail Insights and once a year the HandelsMonitor in cooperation with the famous retailing publisher in practice “Lebensmittelzeitung”.