Areas of research
- International Marketing Communications
- Marketing
- Services Marketing and Management
- Management of Franchising Systems
- Development of SMEs
- ICT Innovation for Sustainability
Areas of teaching
- Principles of Marketing
- Services Marketing and Management
- Marketing and Management Strategy
- Marketing Communications
- Research Methodology
- Marketing Research
Publications from the last 5 years
Articles
CAEMMERER, B., STAN, V. and RUSSOLILLO, G. (2026). Clusters, global value chains, and the business environment: A hierarchy of institutional influence on small and medium enterprise sustainability. Business Strategy and the Environment.
PEREZ CABANERO, C., CAEMMERER, B. and VIZCARRA, A. (2026). Innovation resistance and usage intention of virtual assistants. The moderating role of privacy concerns. Information and Computer Security.
BOULAY, J., CAEMMERER, B., CHANUT, O., CHAUDEY, M. and FADAIRO, M. (2023). It takes two to tango: a taxonomy of franchise success determinants. International Journal of Retail and Distribution Management, 51(6), pp. 807-825.
CAEMMERER, B. and SADIK-ROZSNYAI, O. (2021). Special Issue Editorial: Customers and Innovation. Journal of Customer Behavior, 20(3), pp. 169-172.
CAEMMERER, B., GOERNE, J. and MULKI, J.P. (2021). Consequences of managerial indecisiveness. International Journal of Bank Marketing, 39(6), pp. 1025-1045.
Conference proceedings
SADIK-ROZSNYAI, O., CAEMMERER, B. and BERTRANDIAS, L. (2023). Consumer Willingness to Invest Effort in Complex Technology-Based Self-Service: An Abstract. In: Jochims, B., Allen, J. (eds) Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs. AMSAC 2022. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Cham: Springer Cham, pp. 163–164.
CAEMMERER, B. and HYNES, N.B. (2022). Antecedents and Consequences of Market Orientation in Micro Organisations: An Abstract. In: From Micro to Macro: Dealing with Uncertainties in the Global Marketplace - Proceedings of the 2020 Academy of Marketing Science (AMS) Annual Conference. Cham: Springer, Cham, pp. 225-226.
Conferences and other contributions
BOULAY, J., CAEMMERER, B., BOWYER, D. and VALETTE-FLORENCE, P. (2026). The Power of Green Leadership and Passion in Driving Franchisee Performance. In: 39th International Society of Franchising Conference. Frank J. Guarini School of Business, John Cabot University, Roma.
CAEMMERER, B., STAN, V. and RUSSOLILLO, G. (2024). Drivers of SME Sustainability Orientation: An Institutional Theory Perspective. In: BAM Conference - British Academy of Management. Nottingham.
CAEMMERER, B. and STAN, V. (2023). Action research that balances the perspectives of businesses and consumers by reducing e-mail fatigue. In: Séminaire du groupe de recherche Marketing and Retailing. ESSCA School of Management, Angers.
PÉREZ CABAÑERO, C., CAEMMERER, B. and VIZCARRA, A. (2023). Resistance to Innovation and Usage Intention of Voice Assistants: Privacy Concerns as a Moderator. In: 22nd International Congress on Public and Nonprofit Marketing. Veszprém.
SADIK-ROZSNYAI, O. and CAEMMERER, B. (2023). Ex-Ante Motivations of Successful Online Learning Service Users: Structured Abstract. In: AMS World Marketing Congress. Canterbury.
CAEMMERER, B. and SADIK-ROZSNYAI, O. (2023). The Value-Needs Matrix for Market-Based Social Sustainability in Digital Services: Structured abstract. In: AMS World Marketing Congress. Canterbury.
SCHÄFER, B., CAEMMERER, B. and FUCHS, L.C. (2022). Crisis initiated Changes in the Business Model of Small and Medium Enterprise. In: AMS Annual Conference. Monterey.