Adele Berndt

PhD and Assistant Professor Business Administration, Marketing & Logistics

Who are you and where are you from?

My name is Adele Berndt, and I am a South African by birth. After receiving my Doctorate in 2001 from the Rand Afrikaans University (later the University of Johannesburg), my academic career started in 2002 at RAU. I left UJ in 2009 and moved to Monash South Africa, which is the South African campus of the Australian university.

How did you come to work at JIBS?

I first came to JIBS in 2006 on a Linneaus-Palme Teacher exchange. I was working at the University of Johannesburg, and came to JIBS for 3 weeks. Since then, I have been coming back nearly every year either to teach or to serve on a grading committee. It seemed only logical that I would take up a full time position at JIBS!

What are your main research interests?

My main research interests are in Consumer Behaviour and Services´ Marketing. In Consumer Behaviour, my research has covered residents´ involvement associated with the FIFA 2010 Soccer World Cup and the effect on Brand South Africa (Country Branding). In Services´ Marketing, I have focused on Service quality issues in a number of industries, as well as investigating how changes in physical evidence have affected the perceptions of service quality.

My current research project revolves around “Barking good business — the place of pets in Marketing". It is a multi-dimensional project that investigates how organisations use pets in the marketing strategy. Initially I am investigating cultural perspectives on pet ownership, and then the focus will shift to detailed marketing strategy, including their advertising campaigns, product and distribution strategy.

What is the best thing with working at JIBS?

I enjoy the international flavour and the friendliness of all the people I meet at JIBS. It is also good to meet people from all over the world who are passionate about education and research. Everyone is very helpful and there is a great spirit in the Department of Marketing and Logistics. I also enjoy the creativity of the working environment.