Dr. Wolfgang Messner

Professor in International Business with expertise in Data Analytics and Machine Learning

Columbia, SC

Research Expertise

International Business
International Marketing
International Management
Strategy and Management
Business and International Management
Marketing
Public Health, Environmental and Occupational Health
Artificial Intelligence
Social Psychology
Cultural Studies
Tourism, Leisure and Hospitality Management
Software
Sociology and Political Science
Organizational Behavior and Human Resource Management
Human-Computer Interaction

About

Results-oriented and internationally experienced project manager, consultant, and researcher with a passion for leveraging machine learning and advanced statistical techniques to solve intricate challenges in international marketing and consumer behavior. Demonstrated track record of driving strategic initiatives, cultivating cross-border partnerships, and delivering tangible impacts on revenue generation. Highly adaptable to rapidly evolving technologies and market trends. Aiming to apply my expertise to lead transformative projects and elevate organizational success on a global scale. **Research and publication overview** · Authored 36 peer-reviewed journal publications (data analytics, international business, marketing) · Authored and edited 8 business books, published by *Palgrave Macmillan* and *Springer* · Published 5 teaching cases with *SAGE* and *Ivey* · Research impact (Google Scholar): h-index of 17 with 1,000+ citations **Competences in data analysis (selected)** · Supervised: Neural networks, deep learning · Unsupervised: Kohonen self-organizing maps · Frequentist and Bayesian regression analysis · Multilevel (hierarchical) modeling · Exploratory and confirmatory factor analysis · fs/QCA \| HLM \| SPSS \| JASP \| Python\, incl\. Keras\, Dalex

Legacy Map

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Publications

Effect of organizational culture on employee commitment in the Indian IT services sourcing industry
Journal of Indian Business Research
2013
The Institutional and Cultural Context of Cross-National Variation in COVID-19 Outbreaks
Unknown Venue
2020
Advancing Intercultural Competencies for Global Collaboration
Globalization of Professional Services
2012
The role of gender in building organisational commitment in India's services sourcing industry
IIMB Management Review
2017
Making the Compelling Business Case
Unknown Venue
2013
The impact of an aircraft's service environment on perceptions of in-flight food quality
Journal of Air Transport Management
2016
Measuring existent intercultural effectiveness in global teams
International Journal of Managing Projects in Business
2015
India’s IT & BPO Industry
Working with India
Effects of National Culture on the Extent of Panic Buying during the COVID-19 Outbreak
Journal of International Consumer Marketing
2021
Understanding the influence of culture on customer engagement and recommendation intentions
Journal of Strategic Marketing
2020
Variation in COVID-19 outbreaks at the US state and county levels
Public Health
2020
Customer relationship management technology
Business Information Review
2005
Contextual factors and the COVID‐19 outbreak rate across U.S. counties in its initial phase
Health Science Reports
2021
Cultural and Individual Differences in Online Reviews
Journal of International Consumer Marketing
2020
The Misconstruction of Hofstede's Uncertainty Avoidance Dimension: The Fallacy of Ecological Operation without Construct Validity at the Individual Level
Journal of Global Marketing
2016
Rightshore!
Unknown Venue
2008
Cash Management und Cash Pooling
Banken der Zukunft — Zukunft der Banken
2001
The Beauty and Importance of Quality Customer Information
The Marketing Review
2004
Advancing our understanding of cultural heterogeneity with unsupervised machine learning
Journal of International Management
2022
Does Value for  Money Create Advocates? A Study in the International Airline Services Industry
Journal of Global Marketing
2017
Intelligent IT Offshoring to India
Unknown Venue
2010
Justifying information system value
Business Information Review
2007
Improving the cross-cultural functioning of deep artificial neural networks through machine enculturation
International Journal of Information Management Data Insights
2022
Connections Between Cultures: Using Empirical Distributions for Measuring Cultural Differences
Journal of Cross-Cultural Psychology
2020
Offshoring to India – realising savings and capturing value
Journal of Indian Business Research
2011
Strategie-, Prozess- und IT-Management: Ein Pattern-orientierter Integrationsansatz
Wirtschaftsinformatik 2005
2005
Geometrical Measurement of Cultural Differences
Journal of International Marketing
2021
Cross-cultural measurement of transaction-specific customer satisfaction in the services industry
Journal of Customer Behaviour
2016
The association of cultural and contextual factors with social contact avoidance during the COVID-19 pandemic
PLOS ONE
2021
Intercultural Aspects of Project Management in India
Rightshore!
Cultural Heterozygosity: Towards a New Measure of Within-Country Cultural Diversity
Journal of World Business
2022
The impact of language proficiency on airline service satisfaction
Journal of Travel & Tourism Marketing
2020
The Palgrave Handbook of Managing Continuous Business Transformation
Unknown Venue
2017
From black box to clear box: A hypothesis testing framework for scalar regression problems using deep artificial neural networks
Applied Soft Computing
2023
Cultural Differences in an Artificial Representation of the Human Emotional Brain System: A Deep Learning Study
Journal of International Marketing
2022
Value or Quality? Differences in Airlines’ Customer Satisfaction Strategies across National Markets
Services Marketing Quarterly
2020
Methodological issues in group-referenced measurement of Indian culture
South Asian Journal of Global Business Research
2015
The contribution of subjective measures to the quantification of social progress
International Journal of Sociology and Social Policy
2016
Globalization of Professional Services
Unknown Venue
2012
Responding Strategically to Fundamental Changes in Professional Services: Aim and Scope of the Book
Globalization of Professional Services
2012
Wann Zusatzversicherungen sinnvoll und wann sie nicht notwendig sind
Die Rentenversicherung
2009
Market research in India: does the choice of language cause questionnaire contamination?
Journal of Indian Business Research
2017
4 Sprache(n) in Indien
Wachstumsmarkt Indien
CRM bei Banken: Vom Produkt zum Prozeßportal
Effektives Customer Relationship Management
2001
Cultural Biases in Word-of-mouth Recommendation: A Twelve Country Study in the Airline Services Industry
Journal of Customer Behaviour
2018
Being happy. The role of personal value priorities in subjective well-being across European countries
International Journal of Cross Cultural Management
2023
Disparities in demand for COVID‐19 hospital care in the United States: Insights from a longitudinal hierarchical study
Health Science Reports
2022
Empirically assessing noisy necessary conditions with activation functions
Computational Management Science
2020
Customer Care als Unternehmensstrategie
Handbuch Electronic Customer Care
2004
Cultural patterns of evasive answer bias in surveys
International Journal of Cross Cultural Management
2022
Continuous Business Transformation: What Is It All About?
The Palgrave Handbook of Managing Continuous Business Transformation
2016
Strategically Organising for Innovation in Global Sourcing
Globalization of Professional Services
2012
Winning the race for talent in emerging markets (attracting and retaining the best employees in developing economies)
Human Resource Management International Digest
2009
Economic and Business Effects of IT Offshoring
Rightshore!
Offshoring in India: Opportunities and Risks
Rightshore!
Handlungsfelder bei der Etablierung von Financial Planning als Dienstleistungsangebot
Bankinformatik 2004
2003
Distance is the spice, but not the whole enchilada: Country-pair psychic distance stimuli and country fixed effects in a deep learning implementation of the trade flow model
International Business Review
2024
Exploring multilevel data with deep learning and XAI: The effect of personal-care advertising spending on subjective happiness
International Business Review
2024
A Study of Children’s Culture across 35 Societies
Journal of International Consumer Marketing
2023
The contingency impact of culture on health security capacities for pandemic preparedness: A moderated Bayesian inference analysis
Journal of International Management
2023
Genuine Consulting Experience: Developing Internationalization Strategies for Small Businesses
The Palgrave Handbook of Learning and Teaching International Business and Management
2019
Renault Duster in India: Creating a Market Segment
Unknown Venue
2019
Made-in-India Cars: When Safety Isn’t a Priority
Unknown Venue
2018
Outsourcing und Offshoring von Business Intelligence-Lösungen — Empirische Studien und Praxiserfahrung
Auf dem Weg zur Integration Factory
WSCG '97 The Fifth International Conference in Central Europe on Computer Graphics and Visualization 97
Computers & Graphics
1996

Education

University of Kassel

Dr. rer. pol., Economics and social sciences / 2004

Kassel

University of Wales

M.B.A., Financial management / 1998

Cardiff

Technical University Munich

B.Sc. & M.Sc. (Dipl.-Inform. Univ.), Computer science; artificial intelligence; computer graphics / 1995

Munich

University of Newcastle upon Tyne

B.Sc. (Erasmus exchange), Computing science / 1992

Newcastle upon Tyne

Experience

University of South Carolina, Darla Moore School of Business | Columbia, SC, USA

Clinical Professor of International Business / 2016Present

• Developed novel algorithms for eXplainable Artificial Intelligence (XAI). Leveraged machine learning and deep learning techniques to address research questions in international business and marketing • Utilized advanced statistical approaches to assess cultural diversity and differences across regions and populations • Investigated variations in the impact of the COVID-19 pandemic on public health systems and consumer behavior • Taught under- and postgraduate courses in the #1-ranked international business department, as recognized by US News & World Report. Courses include data analytics, management consulting, and intercultural team management • Engaged in collaborative student consulting projects with companies such as Positec, SC SBDC, Seabin Australia, Thomson Reuters, UPS Global Supply Chain Solutions (Data & Innovation), and UPS International

MYRA School of Business | Mysore, India

Professor of International Management / 20132016

• Analyzed cultural differences in consumer behavior with a focus on the effectiveness of marketing strategies • Formulated strategic initiatives for conducting business in emerging markets • Taught postgraduate courses on customer service, business case analysis, and international business

GloBus Research | London, UK & Bangalore, India

Co-founder & Director / 20112017

• Developed customized learning solutions for executives • Created assessment tools to evaluate intercultural communication competence and team effectiveness • Led the design and delivery of the India module within the prestigious Leadership Excellence Program offered collaboratively by WHU, IDG, and DXC Technology

Capgemini Consulting (Invent) | Frankfurt, Germany

Principal Consultant / 20062011

• Optimized a network of service centers for a global travel group, achieving cost savings through call reduction strategies, consolidation, and outsourcing • Established a robust framework for offshore provider relationship governance, specifically to bolster the analytics platform of a leading global logistics company

Capgemini Technology Services | Bangalore, India

Director (Expatriate assignment) / 20082010

• Spearheaded the growth of an offshore team from zero to over 100 SAP business analysts and developers • Planned capacity and effectively managed demand and resource utilization • Led and managed globally distributed bid teams during Request for Proposals (RfPs)

BMW Group (Softlab/Cirquent, now NTT Data) | Frankfurt & Munich, Germany

Senior Management Consultant / 20032005

• Helped establish a citizen relationship management strategy for a political party in preparation for the 2005 German general elections. Managed the system integration partner • Designed the request-to-order process for a major producer of flavors and fragrances to increase win likelihood through rapid prototyping • Provided expert guidance and support to Softlab’s European subsidiaries in order to strengthen their competitive positioning in RfPs

The Information Management Group, IMG (University of St. Gallen spin-off) | Frankfurt, Germany & Zurich, Switzerland

Consulting Manager / 19992002

• Developed comprehensive customer relationship management strategies, landscapes, and go-forward plans for multiple universal, investment, and municipal savings banks. Headed the CRM competence center in Germany • Introduced a major transformation of the dividend processing architecture in the private banking division of a Swiss bank, achieving seamless straight-through-processing of interbank messages • Crafted a new outsourced operating model for paper-based payment processing, providing end-to-end support to a savings bank’s umbrella organization from initial business case development to production start • Developed an insourced capability for a cooperative banking society, streamlining payment processing operations • Conducted a thorough threat analysis for a Swiss private bank, ensuring the security and integrity of their IS/IT systems

Deutsche Bank | Eschborn, Germany

Assistant Vice President / 19952003

• Orchestrated the redesign and global implementation of core banking functionalities, including global credit lines • Defined critical business requirements related to the European Monetary Union • Deployed core banking software for new Deutsche Bank branches in Hungary and Poland

Deutsche Software India | Bangalore, India

Program Manager (Expatriate assignment) / 19981999

• Pioneered the inclusion of offshore resources into core banking software development processes • Successfully built and led an offshore team of over 20 analysts and developers

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