Waldemar Pförtsch

Waldemar Pförtsch

Internationales Management

Contact

Dr. Waldemar A. Pfoertsch is Professor for International Business at the Pforzheim University, Germany and lecturer for B2B Marketing and B2B Brand Management at the Mannheim Business School and at the Tongji School of Economics and Management (SEM) Shanghai, Indian Institute of Management Calcutta (IIMC) and at ESAN in Lima, Peru. From 2007-2010, he was Professor of Business Marketing at China Europe International Business School Shanghai (CEIBS). His other teaching positions have been at the Executive MBA Program of the Liautaud Graduate School of Business and at the Steinbeis University in Berlin, the University of Cooperative Education Villingen-Schwenningen.

He was visiting Associate Professor at Kellogg Graduate School of Management, Northwestern University and Lecturer for Strategic Management at Lake Forest Graduate School of Management. He has taught online with the University of Maryland University College Graduate School. At the start for his career he was Research Assistant at the Technical University of Berlin.

Dr. Pfoertsch has extensive experience in management consulting. In his years at UBM/Mercer Consulting Group, Arthur Andersen Operational Consulting and LEK Consulting, he worked throughout Europe, Asia and North America, assisting companies in developing international strategies. His earlier positions include controlling, sale development and strategy planning at SIEMENS AG in Germany/USA. He has been Economic Advisor to the United Nations Industrial Development Organization (UNIDO) in Sierra Leone, West Africa.

Dr. Pfoertsch is the author of various books and numerous articles. The most current books (2017) are a collection of readers about Working Abroad, including a text book, a case study collection, country studies and country metaphors. He published with Katherine Xin, Arthur Yeung, and Shengjun Liu - The Globalization of Chinese Companies: Strategies for Conquering International MarketsIngredient Branding: Making the Invisible Visible and B2B Brand Management were co-authored with Philip Kotler from Kellogg Graduate School of Management. He also published Business-to-Business Marketing with Rob Vitale and Joe Giglierano in 2010 and with Peter Godefroid B2B Marketing in 2009. In the field of Internet Marketing, he has published Living Web and Internet Strategy, books on application of Internet marketing and Internet strategy He has also written numerous articles on international strategies; B2B Brand Management, Ingredient Branding, Internet Marketing, CRM and market opportunities in emerging markets.

His books are translated in 20 different languages and highly referenced. He holds various board positions with private and not-for-profit organizations. 

International Business

Global Marketing

B2B Brand Management

Ingredient Branding


International Marketing ,  B2B Marketing and Branding

2015 - Hochschule Pforzheim - Germany

Study Program Director


1989 - 1991 - UBM Consulting Group - United States

Managing Director


1986 - 1989 - Siemens Corporation - United States

Senior Analyst for Corporate Development, Energy, Automation


2006 - 2007

Allied Academies Distinguished Research Award


International Business ,  International Marketing ,  B2B Marketing and Branding ,  Doing Business in Europe

Journal article

PFÖRTSCH, W., & RID, J. (2013). Ingredient Branding of Industrial Goods: A case study of two distinct different automotive suppliers. IUP Journal of Brand Management, X (3), 11-25.

PFÖRTSCH, W., & SCHEEL, H. (2012). WHAT’S A BUSINESS-TO-BUSINESS COMPANY? AN OVERVIEW ABOUT THE B2B KNOWLEDGE OF FUTURE BUSINESS LEADERS. Advances in Business Marketing and Purchasing, 16 (11), 263-282.

PFÖRTSCH, W. (2012). Profitability, Growth, and Brand Value. IUP Journal of Brand Management, IX (1), 40-50.

PFÖRTSCH, W. (2011). MEASURING THE VALUE OF INGREDIENT BRAND EQUITY AT MULTIPLE STAGES IN THE SUPPLY CHAIN: A COMPONENT SUPPLIER’S PERSEPCTIVE. Academy of Marketing Studies Journal (AMSJ), 15 (1), 71-82.

PFÖRTSCH, W., BEUK, F., CHANDLER, J. D., & CHANDLER, F. (2008). In-branding: development of a conceptual model. Academy of Marketing Studies Journal (AMSJ), 11 (2), 123-135.

PFÖRTSCH, W., & KOTLER, P. (2007). Being known or Being One of Many. JOURNAL OF BUSINESS & INDUSTRIAL MARKETING, 22 (6), 357-362.

PFÖRTSCH, W. (2007). Product Placement Royale - B2B companies use the new James Bond Movie to promote their Brands. Business Marketing Digest, 48, 10.

PFÖRTSCH, W. (2007). Business-to-Business-to-Customer: von der Bewertung von Business-to-Business marken zum Ingredient Brand. Business Marketing Digest, 48, 46.

ZERR, K., PFÖRTSCH, W., & HEIL, S. (2007). Nachhaltigkeit als Basisstrategie der Markenführung. InterfaceFLOR Report (7), pp. 14 ff.

PFÖRTSCH, W. (2006). Markierung von innen heraus- Ingredient Branding. Business Marketing Digest, 46, 38-39.

PFÖRTSCH, W., & KOTLER, P. (2006). B2B Brand Management. Springer Verlag.

PFÖRTSCH, W. (2006). Die Marke in der Marke: Bedeutung und Macht des Ingredient Branding. Springer Verlag.

PFÖRTSCH, W., KOZIOL, K., & HEIL, S. (2006). Social Marketing. Erfolgreiche Marketingkonzepte für Non-Profit-Organisationen. Schäffer-Poeschel.

PFÖRTSCH, W., & OPPINGER, A. (2004). Das Wissen des Kunden Nutzen – der Kunde will einbezogen werden. Acquisa : das Magazin für Marketing und Vertrieb, 4, 24-27.

PFÖRTSCH, W. (2004). Amerikaner liegen bei der Schnipsel-Jagd vorn - Couponing. Acquisa : das Magazin für Marketing und Vertrieb, 2, 24-25.

PFÖRTSCH, W. (2004). „Ingredient Branding“ für Automobilzulieferer., 7.

PFÖRTSCH, W. (2003). Wie macht man Customer Relationship Management in den USA?.

PFÖRTSCH, W. (1989). Strategic Planning for Enterprises, (translated into Mandarin)., pp. 312 ff,.


Book/Monograph/Ebook

PFOERTSCH, W., & SPONHOLZ, U. (2019). Das neue Marketing-Mindset. SpringerGabler.

PFOERTSCH, W. (2017). Basics in Finance for International Marketers. Stuttgart: WAP books.

PFOERTSCH, W. (2017). China Time Honored Brands: . Stuttgart: WAP books.

PFOERTSCH, W. (2017). Working Abroad - Case Study Collection: . Stuttgart: WAP books.

PFOERTSCH, W., KOTLER, P., & DINGENA, M. (2016). Transformational Sales. Springer.

PFOERTSCH, W., & SCHÄFER, C. P. (2015). B2B Brand Portfolio Strategy. Lap Lambert Academic Publishing.

PFÖRTSCH, W., & GODEFROID, P. (2013). Business-to-Business-Marketing. Herne.

PFOERTSCH, W. (2013). Ingrediente Branding: rendere visibile l'invisibile. Tecniche Nuove.

PFÖRTSCH, W., & KOTLER, P. (2013). La marque dans le produit. De Boeck.

PFÖRTSCH, W., YEUNG, A., XIN, K., & LIU, S. (2011). The Globalization of Chinese Companies. John Wiley and Sons.

PFÖRTSCH, W., GIGLIERANO, J., & VITALE, R. (2011). Business to Business Marketing – Analysis and Practice. Prentice Hall.

PFÖRTSCH, W., & KOTLER, P. (2010). Ingredient Branding: Making the Invisible Visible. Springer Publishing.

PFOERTSCH, W., GIGLIERANO, J., & VITALE, R. (2010). Business to Business Marketing - Anlysis and Practice. Pearson.

PFOERTSCH, W., & MICHI, I. (2009). The Big Book of Real Business. Lulu Publications.

PFÖRTSCH, W., & GODEFROID, P. (2009). Business-to-Business-Marketing. Kiehl, Friedrich, Verlag GmbH.

PFÖRTSCH, W., & KOTLER, P. (2008). Taiwanese Version of B2B Brand Management. Taiwan Edition Bao Ding Publisher.

PFÖRTSCH, W., & KOTLER, P. (2008). Serbian Version of B2B Brand Management. Asee Books.

PFÖRTSCH, W., & KOTLER, P. (2008). Chinese Version of B2B Brand Management. Trust and Wisdom Enterprises.

PFÖRTSCH, W., & KOTLER, P. (2008). Spanish Version of B2B Brand Management. Groupo Editorial Patria.

PFÖRTSCH, W., & MICHI, I. (2007). The big book of real business – Children learning about marketing. Penguin Books.

PFÖRTSCH, W., & GODEFROID, P. (2007). B2B Marketing. Kiel Verlag.

PFOERTSCH, W., MÜLLER, R., SANSSANELLI, M., & KLAR, J. (2007). Perspektiven des IT-Weiterbildungssystems in Deutschland. Berlin: BIBB.

PFOERTSCH, W., KOZIOL, K., & HEIL, S. (2006). Social Marketing. Schäffer - Poeschel.

PFOERTSCH, W., & KOTLER, P. (2006). B2B Brand Management. Springer Publishing.

PFOERTSCH, W., & MUELLER, J. (2006). Marke in der Marke - Macht und Bedeutung des Ingredient Branding. Springer Publishing.

PFÖRTSCH, W., & SCHMID, M. (2005). B2B-Markenmanagement. Springer-Verlag.

PFOERTSCH, W. (2004). Symposium WOManagement Konferenzdokumentation. Hochschule Pforzheim.

HERING, E., PFOERTSCH, W., & WORDELMANN, P. (2001). Internationalisierung des Mittelstandes. Bertelsmann Verlag.

PFOERTSCH, W. (2000). Mit Strategie ins Internet. BW, Bildung-und-Wissen-Verlag.

PFOERTSCH, W. (1999). Living Web. Verlag Moderne Industrie.

PFOERTSCH, W. (1999). Faszination Japan. G.A. Ulmer Verlag Tuningen.

PFÖRTSCH, W. (1981). Universitärer Technologie-Transfer. Verlag Der Olivenbaum.

PFOERTSCH, W., & OETINGER, B. Strategien für die neue Weltwirtschaft. Carl Hanser Verlag.


Chapter in Book

PFOERTSCH, W., & HAUSSMANN, A. (2017). Challenges in Complex B2B Multi-Brand Architectures. In Carla Ruiz-Mafe, Joaquin Aldas-Manzano, Cleopatra Veloutsou (Eds.), Communicating Brands in an Increasingly Digital Environment (pp. 67-88). Athen: Athens Institute for Education and Research.

PFÖRTSCH, W., & LINDER, C. (2010). Erfolgsmessung von Ingredient Branding. In Roland Mattmüler, Bernd M. Michael, Ralph Tunder (Eds.), Ingredient Branding. Oldenbourg.

PFÖRTSCH, W., LINDER, C., & CHANDLER, J. (2008). Measuring the value of Ingredient Brand equity at multiple stages in the supply chain: A component supplier’s perspective. In Barkovic, Drazen / Runzheimer, Bodo (Eds.), INTERDISZIPLINÄRE MANAGEMENTFORSCHUNG IV. Porec.

PFÖRTSCH, W., ZERR, K., & HEIL, S. (2007). Nachhaltigkeit als Basisstrategie der Markenführung 2007. In InterfaceFLOR (Ed.), Die Zukunft erhalten.Nachhaltigkeit in der Wirtschaft – Einblicke und Entwicklungen. Report.

PFÖRTSCH, W. (2003). „Interkulturelle Kompetenz in einer globalisierten Wirtschaft“. In Osterwalder, Alois (Eds.), Interkulturelle Kompetenz in der beruflichen Bildung – Ergebnisse eines Expertengesprächs.

PFÖRTSCH, W. (2003). Lernen in der New Economy, Entwicklungstendenzen zur Bildungsindustrie. In Scheffer, Ute /. Hesse, Friedrich W (Eds.), E-LEARNING – Die Revolution des Lernens gewinnbringend einsetzen (pp. 119 - 135).

PFÖRTSCH, W. (2003). Globalisierung als betriebswirtschaftliche Herausforderung. In Osterwalder, Alois (Eds.), Interkulturelle Kompetenz in der beruflichen Bildung – Ergebnisse eines Expertengesprächs.

PFÖRTSCH, W., & MICHEVA, E. (2003). Globalisierung als betriebswirtschaftliche Herausforderung:. In Osterwalder, Alois (Eds.), Interkulturelle Kompetenz in der beruflichen Bildung – Ergebnisse eines Expertengesprächs (pp. 14 - 20).

PFÖRTSCH, W. (1999). Living Web. Verlag Moderne Industrie.

PFÖRTSCH, W. (1999). Faszination Japan. G.A. Ulmer Verlag Tuningen.

PFÖRTSCH, W. (1998). Strategien für die neue Weltwirtschaft. Carl Hanser Verlag.

PFÖRTSCH, W., & HIPP, H. (1994). German Investment in the USA., Best Business Locations.

PFÖRTSCH, W., & SCHILLER, E. (1993). Wettbewerb und Kooperation., Unternehmenskooperationen im europäischen Wirtschaftsraum.

PFÖRTSCH, W. (1992). Globalization and Relocation Requirements.


Article in Proceeding

PFOERTSCH, W., & SCHÄFER, C. (2016). Challenges in Complex B2B Multi - Brand Architectures Aliening Brand Portfolio Strategy and Brand Portfolio Management B2B Companies.. In Gregory T. Papanikos (Ed.), Thirteenth Annual International Conferen ce on S??s, Entrepreneurship and Innovation: Management – Marketing – Economic - Social Aspects, 25 - 28 July 2016, Athens, Greece (pp. 19 pages).

PFOERTSCH, W., & PLANING, P. (2016). The digital business transformation paths from manufacterer to digital ecosystem provider ., Allied Academies Summer Internet Conference, Vol. 18, No. 2, 2016. (pp. 66-70).

PFOERTSCH, W., & HAUBMANN, A. (2016). The impact of customer satisfactione, brand feelings and brand attachement on B2B purchasing behavior., ISBM Academic Conference 2016 (pp. 22 pages).

PFOERTSCH, W., POLAT, V., LINDER, C., & SCHEEL, H. (2014). Price Premium Enhancement through Ingredient Branding: How the Ingredient Brand Impact on the Host Brand Perception Increases the Host Brand Equity. In American Marketing Association Academic Summer conference preceding (Ed.), American Marketing Association Academic Summer conference preceding 1.-3. August 2014.

PFÖRTSCH, W., & LIU, Y. (2013). Chinese Jobs in Germany. In Fakultät für Wirtschaft und Recht der Hochschule Pforzheim (Ed.), 50 Jahre - 50 Thesen, Band 2: Wirtschaftspolitik, Wirtschaftsethik und International Business (pp. 75-81).

PFÖRTSCH, W., & BEI, Y. (2013). Chinese traditional brands for the world. In Harvard Kennedy School of Government (Ed.), China Goes Global Oct. 1-4, 2012.

PFÖRTSCH, W., & TOEZUEN, R. (2006). Assiduous Firms in a “Learning Region” - The Case of East-Wuerttemberg,. In Jan Johannson (Ed.), Innovations and Entrepreneurship in Functional Regions. University West.

PFÖRTSCH, W. (2006). Think Big in Small Things - Challenges and Opportunities of Ingredient Branding,., ISBM B-to-B Academic Conference.

PFÖRTSCH, W., MAN, H., & SRIVASTAVA, A. (1990). Using Decision Support and Expert Systems Technologies to Develop. In In proceedings: 21st Annual Decision Science Institute (Ed.), In proceedings: 21st Annual Decision Science Institute,.

PFÖRTSCH, W., & KAHLEYSS, M. (1983). Small Scale Industries in Sierra Leone. In In proceedings: Sierra Leone Symposium 1983 (Ed.), In proceedings: Sierra Leone Symposium 1983.


Online Publication

PFOERTSCH, W. (2007). When the going gets tough, the tough gets going: James Bond drives the New Holland. B2B Marketing Trends, Germany.


Working Paper

PFÖRTSCH, W., & HUANG, V. (2008). Dow Corning Success in China. Case Study.

PFÖRTSCH, W., LENWAY, S., & XU, P. (2008). Christy Webber Landscapes Expansion. Case Study.

PFÖRTSCH, W. (2008). B2B E-Commerce in China: The Story of Alibaba.com. Case Study.

PFÖRTSCH, W. (2008). Intel Inside: The Ingredient Brand Success Story Revisited. Case Study..

PFÖRTSCH, W. (2006). Perspektiven der IT-Weiterbildung - Ein Einblick in Markt, Rahmenbedingungen und Marketing. Bertelsmann Verlag.

PFÖRTSCH, W. (2003). The Success of International Internships.


Academic Papers of Pforzheim University

PFOERTSCH, W. (2004). Chancen für Frauen im internationalen Business.

PFOERTSCH, W. (2004). Symposium WOManagement Konferenzdokumentation.


Editor (Book, Proceeding)

PFOERTSCH, W., & FAZIL, R. (2017). Working Abroad:. Stuttgart: WAP books.

PFOERTSCH, W. (2017). Aspects of Digital B2B Marketing . Stuttgart: WAP books.

PFOERTSCH, W., & FAZIL , R. (2017). Working Abroad - Case Studies: How to understand foreign markets and do business around the globe . Stuttgart: WAP books.

PFOERTSCH, W. (2017). Working Abroad: How to understand foreign markets and do business around the globe. Stuttgart: WAP books.


Leader of a project in cooperation with a company; the project length is typically not less than one semester but could be limited to one semester

2015 - 2016

Germany

2014 - 2015

Germany

2013 - 2014

Germany

2012 - 2013

Germany

2011 - 2012

Germany


Completion of a significant consulting activity (produces a verifiable document or product)

since 2015

Israel

2011 - 2015

Germany


Participation at a conference (kein Vortrag)

2014

United States

2014

Germany


Session/Track chair at a conference

2014

United States


Presentation/Speech

2014

Germany


Program Director

2014 - 2015

Germany


Academic association membership

2013 - 2015

Mitglied bei der American Marketing Association (AMA)

United States


Representative outside university

2011 - 2013

Research Fellow CEIBS Shanghai

China


Maintaining an active consulting practice (regular, not only on an informal basis)

2011 - 2013

Germany


Member of academic advisory council

since 2011

Germany

since 2006

Germany


Member of a supervisory board

since 2005

Board Member Foundation for Foundation of international educational exchange

Stiftung Förderung internationaler Bildungs-Austausch Schwäbisch Gmünd Germany