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Personal profile


Chris Baumann is an Associate Professor at Macquarie University, Sydney, and Visiting Professor at Seoul National University (SNU) in Korea. His research is on the 3 C: Competitiveness, Confucianism and Customer loyalty. He has been awarded for his research and teaching, including from the Australian government for enthusiastic approach to education. Baumann introduced ground-breaking concepts: Competitive Productivity (CP), Latecomer Brand, Premium Generic Brand (PGB), Brand Health Index (BHI) and the 'country of origin of service staff (COSS)' effect. He also introduced the ReVaMB model, and his work has been cited hundreds of times. Baumann has a long-standing relationship with Simon Fraser University (SFU), Canada, as MBA Alumni and research collaborator.

He has been appointed as a Visiting Professor at Seoul National University (SNU) in South Korea and at Aarhus University in Denmark, and Chris also teaches Macquarie students in Hong Kong. He has a long-standing relationship with SFU as an MBA Alumni, Alumni Representative and as a research collaborator.

Prior to academia, Chris worked several years in the Swiss banking industry.

Research interests

  • customer loyalty,
  • competitiveness in education and society,
  • ethnic marketing, and
  • East Asia (China and Korea).

External positions

Visiting Professor, Seoul National University

2010 → …


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Collaborations and top research areas from the last five years

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