M. Billur Akdeniz is a Professor of Marketing at the Paul College of Business and Economics, University of New Hampshire. Her research specializes in innovation, brand management, and international marketing. She is an award-winning teacher with expertise in marketing strategy and marketing analytics. Sebastian van der Vegt is a global strategist and founding partner at WMBV Consulting, with over two decades of experience helping organizations expand across international markets. A former Coca-Cola executive and United Nations professional, he has led award-winning initiatives in sustainability, communications, and brand strategy. S. Tamer Cavusgil is Regents' Professor, Fuller E. Callaway Professorial Chair, and Executive Director of the Center for International Business Education and Research, J. Mack Robinson College of Business, Georgia State University. He has been mentoring students, executives, and educators in international business for the past four decades.
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