Researcher of the month - February 2012
PhD and Assistant Professor Business Administration, Marketing & Logistics
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.
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!
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.
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.