Malcolm Duerod

Malcolm Duerod
International BURCH University

Bachelor of Science, Business Administration, U.C. Berkeley; Master in Business Administration, Harvard University


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Malcolm Duerod currently works at the Department of Management, International BURCH University. Malcolm does research in Marketing, Tourism Management and Entrepreneurial Studies. His current project is Entrepreneurial Ecosystem Development and Place based Marketing in the Balkans specifically Bosnia and Herzegovina.


Publications (7)
Full-text available
This study is focused on empirical factors that are influencing perceived success of ERP implementation by users in companies in Bosnia and Herzegovina. The study investigates effects of training quality and team competence on ERP implementation success in Bosnia and Herzegovina companies. A structured survey, based on previously validated scales,...
Most of the construction materials utilized in common construction have small or no recyclability potential. The construction industry has a larger portion of wasted by product than many other industries due to a loose regulatory environment when compared to the transportation, energy and agriculture industries. Overall it is known that environment...
The purpose of this paper is to analyze the role of affective factors on brand resonance in the context of a destination brand. Keller's brand resonance model (Keller, 2013) was used to identify the role of affective factors in the brand equity chain. The research was conducted on the 'Sarajevo' brand, with an expectation that affective factors wou...


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Projects (4)
The purpose of this project is to understand the role of affective factors on brand resonance in the case of Sarajevo brand. Sarajevo is an emerging destination in transition and it needs to develop its brand equity to stay competitive in tourism markets. This project will bring out proposals for Sarajevo brand marketers for future marketing activies of the city.