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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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Research Outputs

Confucianism, discipline, and competitiveness

Baumann, C., Winzar, H. & Viengkham, D., 2020, New York: Routledge, Taylor and Francis Group. 257 p. (Routledge Studies in International Business and the World Economy)

Research output: Book/ReportBook

  • A taxonomy of emotion and cognition for student reflection: introducing emo-cog

    Harvey, M., Baumann, C. & Fredericks, V., 2019, In : Higher Education Research and Development. 38, 6, p. 1138-1153 16 p.

    Research output: Contribution to journalArticle

  • Competitive Productivity (CP) at macro–meso–micro levels

    Baumann, C., Cherry, M. & Chu, W., 1 Jul 2019, In : Cross Cultural and Strategic Management. 26, 2, p. 118-144 27 p.

    Research output: Contribution to journalArticle

  • 3 Citations (Scopus)


    Best Interdisciplinary Paper

    Chris Baumann (Recipient), 2008

    Prize: Honorary award

    Best Paper Award

    Chris Baumann (Recipient), 2009



    • 3 Invited talk
    • 1 Oral presentation

    Press / Media

    Taking performance cues from East Asian markets

    Chris Baumann


    1 Media contribution

    Press/Media: Expert Comment

    Rebranding: smart move or waste of money?

    Chris Baumann & Hume Winzar


    1 Media contribution

    Press/Media: Expert Comment

    Hiroshima launches origami against nuclear missiles

    Chris Baumann


    1 Media contribution

    Press/Media: Other

    East Asia emerges as role model for education

    Chris Baumann


    1 Media contribution

    Press/Media: Expert Comment