Dr. Yoel Asseraf

Head of MBA Program
Faculty of Management & Economics
Dr. Yoel Asseraf
yoela@ruppin.ac.il

Teaching

  • Strategic Thinking
  • Business Management: Global View
  • Research Seminar in Global Strategy
  • International Marketing

Research

Dr.Yoel Asseraf (PhD 2014,University of Haifa) is the Head of MBA (Chair) and senior lecturer at the Faculty of Economics and Business Administration, Ruppin Academic Center.

In addition, Dr. Asseraf is a research fellow in Haifa University. Prior to his current appointment he served as the CEO and VP Marketing of several business in Israel and USA. Dr. Asseraf’s research interests focus on the intersection of strategy and international marketing. Much of his work has been published in high impact academic journals such as the International Marketing Review, International Business Review, European Journal of Marketing, Journal of Business-to-Business Marketing and the Journal of Destination Marketing and Management. In addition to serving as a guest reviewer for top journals such as the Journal of International Marketing and International Marketing Review, Dr. Asseraf currently serves as a member on the editorial boards at the Journal of Global Marketing and the International Journal of Emerging Markets.

Publications

Asseraf, Y. and Shoham, A. (2019), "Crafting strategy for international marketing: outside-in or inside-out?", International Marketing Review,Vol. 36 No. 6, pp. 859-86.​

Efrat, K. and Asseraf Y. (2016), “A Shift in Perspective? The Role of Emotional Branding in Shaping Born Globals’ Performance”, International Business Review, Vol. 28 Issue 6, Available online 18 July 2019.

Asseraf, Y., Lages, L. and Shoham, A. (2019), “As​sessing the drivers and impact of international marketing agility”​, International Marketing Review,Vol. 36 No. ​2, pp. 289-315.

Asseraf, Y., and Shoham, A. (2017), “Destination branding: The role of consumer affinity”​, Journal of destination marketing & management, Vol.6 (4), 375-384.

Shoham, A., Asseraf, Y., Lev, S., and Fiegenbaum, A. (2017), “Marketing and technological absorptive capacities: environmental antecedents and performance outcomes in high-tech firms”,​ Journal of Business-to-Business Marketing, Vol. 24 (3), 165-182.

Asseraf Y., and Shoham A. (2016), “The ‘Tug of War’ Model of Foreign Product Purchases”​, European Journal of Marketing, Vol 50 (3/4), p. 550-74

Asseraf, Y. and Shoham, A. (2014), “The impact of strategic orientations on export marketing strategy: new classification and typology”, in Julian, C.C.(Ed.), Research Handbook on Export Marketing, Edward Elgar, Cheltenham, pp.60-83.

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