International business
and marketing

Business activities are influenced by cultural and social dimensions of the global marketplace.

Global intercultural

Anticipating and understanding cultural challenges creates the foundation of successful international business.

Doing business
in India

Entering the Indian market requires businesses to radically innovate their products, and navigate operational risks.

From Business Practice to Theory and Back

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Intercultural training

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About Wolfgang Messner

Wolfgang MessnerWolfgang Messner is Clinical Professor at the Darla Moore School of Business, University of South Carolina (US). He was Professor of International Management at the MYRA School of Business, Mysore (India), and has taught at the Royal Docks Business School, London (UK), University of Würzburg (Germany), WHU - Otto Beisheim School of Management (Germany), and the Indian Institutes of Management Bangalore, Kozhikode, and Indore (India). Prior to joining academica, Wolfgang Messner has led projects and programs in big multinationals and highly successful mid-caps across industry verticals in Western and Eastern Europe, UK, and India.

Professor Messner specializes in international business, particularly on issues of marketing to consumers in India. He works with a large data set of airline reviews to unearth and expound cultural differences. His second stream of research activities are focused on intercultural team management, where he examines culturally driven aspects of employee commitment and effectiveness. He also looks at the practicalities of measuring, confining, and distinguishing cultures. In his earlier work, he researched organizational and people issues in the context of services offshoring, and strategies for customer service excellence.

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