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Professor Jeryl Whitelock

PositionEmeritus Professor of International Marketing
LocationUniversity of Bradford School of Management
Emm Lane
West Yorkshire
DepartmentSchool of Management


Jeryl is a linguist by first degree and, before entering academic life, worked in international market management for Courtaulds plc. She has an MSc in Marketing, in which she worked specifically on international product standardisation, while her PhD examined the factors affecting the selection of international market entry strategy in new markets.

She was Senior Editor of International Marketing Review from 1998 to 2013, and has served on the editorial boards of a number of marketing journals, including most recently the Journal of International Marketing. Jeryl was awarded one of the first Chartered Institute of Marketing Research Foundation Awards, has twice been awarded Anbar Golden Page awards as Editor of International Marketing Review, and received the Emerald Leading Editor award three times for her commitment and professionalism, most recently in 2010. She was named Editor of the Year in 2001. In 2014 she received the prestigious American Marketing Association (AMA) Significant Contributions to Global Marketing Award for lifelong research in global marketing. In the same year Emerald awarded her the Outstanding Service Award for her tireless efforts and dedication to the International Marketing Review and the discipline.

She has held visiting posts at the University of Murcia, Spain, the University of Cartagena, Spain, and the Instituto Technologico de Monterrey, Mexico, and, most recently, she was Visiting Professor at the University of Metz, France and EADA, Barcelona, Spain.

Research Areas

Her research interests within international marketing include product strategy, international advertising, market entry strategy and international brands and branding. She has published on these topics and others in journals such as Journal of International Marketing, Business History, European Journal of Marketing, Journal of International Management and International Marketing Review. She was elected a Fellow of both the RSA and of the Chartered Institute of Marketing.

Current Projects

Her research has previously been funded by the ESRC (a study of the impact of competitors on international market entry) as well as by commercial sponsor Manchester International Airport (to research global versus localised advertising and the impact of satellite television on terrestrial channels). She is currently working on a study of comparative advertising funded by the British Academy with colleagues in the UK, USA and France.


Refereed Journal Articles

Perez, L., Florin, J. and Whitelock, J., (2013) 'Learning about customers - Managing B2B Alliances between Small Technology Startups and Industry Leaders', European Journal of Marketing47 (3/4) pp 431-462

Malhotra, N., Wu, L., Whitelock, J., (2013) 'An Updated Review of Research Published in the International Marketing Review : 1983 to 2011', International Marketing Review30 (1) pp 7-20

Fastoso, F. and Whitelock, J., (2012) 'The implementation of international advertising strategies: An exploratory study in Latin America', International Marketing Review29 (3) pp 313-335

Cambra-Fierro, J., Florin, J., Perez, L. and Whitelock, J., (2011) 'Inter-firm Market Orientation as Antecedent of Knowledge Transfer, Innovation and Value Creation in Networks', Management Decision49 (3) pp 444-68

Fastoso, F. and Whitelock, J., (2011) 'Why is so little marketing research on Latin America published in high quality journals and what can we do about it? Lessons from a Delphi study of authors who have succeeded', International Marketing Review28 (4) pp 435-449

Fastoso F and Whitelock J, (2010) 'Regionalization vs globalization in advertising research: Insights from five decades of academic study', Journal of International Management16 (1) pp32-42

Whitelock A, Whitelock J and van Heerde J, (2010) 'The influence of promotional activity and different electoral systems on voter turnout - a study of the UK and German Euro Elections', European Journal of Marketing44(3) pp401-240

Park B I, J Whitelock and A Giroud, (2009) 'Acquisition of Marketing Knowledge in Small and Medium Sized IJVs: The Role of Compatibility between Parents', Management Decision47 (8), Sept 2009

Holden N, A Kuznetsov and J Whitelock, (2008) 'Russia's struggle with the language of marketing in the communist and post-communist eras', Business History50 (4) pp 474-488

Park, B I, A Giroud, H Mirza and J Whitelock, (2008) 'Knowledge Acquisition and Performance: The Role of Foreign Parents in Korean IJVs', Asia Business Management7 (1) pp 11-32

Fastoso, F and Whitelock, J, (2007) 'International advertising strategy: the standardization question in manager studies - patterns in four decades of past research and directions for future knowledge advancement', International Marketing Review24 (3) pp 591-605

Whitlelock J and Yang H, (2007) 'Moderating Effects of Parent Control on IJV's Strategic Objective and Performance', Asia Pacific Journal of Marketing and Logistics19 (3) pp 286-306

Whitelock, Jeryl and Fastoso, Fernando, (2007) 'Understanding international branding: defining the domain and reviewing the literature', International Marketing Review24 (3) pp 252-270

Conway, T and Whitelock J, (2007) 'Relationship Marketing in the Performing Arts: the key to a strategic marketing focus?', European Journal of Marketing41 (1/2) pp 199-222

McEachern M, Willock J, Whitelock J and Mason RS, (2005) 'The Impact of Personality Determinants upon Food Purchase Behaviour: A Focus on Branded Meat Labels', European Advances in Consumer Research, June

Malhotra, Wu and Whitelock, (2005) 'An Overview of the first 21 years of research in the International Marketing Review, 1983-2003', International Marketing Review22 (4) pp. 391-398

Whitelock, J. and Bardakci, A., (2005) 'A Comparison of Customers' Readiness for Mass-Customisation: Turkish vs. British Customers', European Business Review17 (5) pp. 397-410

Whitelock, J. and Jobber, D., (2004) 'The Evaluation of External Factors on the Decision to Enter a New, Non-Domestic Market: An Exploratory Study', European Journal of Marketing38 (11/12) pp 1437-1455

Bardakci, A. and Whitelock, J., (2004) 'How 'Ready' are Customers for Mass-customisation? An Exploratory Study', European Journal of Marketing38 (11/12) pp 1396-1416

Conway, A. and Whitelock, J., (2004) 'Can Relationship Marketing Enhance Strategic Thinking in the Public Sector? A Study of the Perceived Relationship between Subsidised Theatres and their Government Funders/Regulators', International Journal of Nonprofit and Voluntary Sector Marketing9 (4) pp 320-334

Bardakci, A. and Whitelock, J., (2003) 'Mass-customisation in marketing - a consumer perspective', Journal of Consumer Marketing20 (5) pp. 463-479

Whitelock, J., (2002) 'Theories of internationalisation and their impact on international market entry', International Marketing Review19 (4) pp. 342-347

Farrall, N. and Whitelock, J., (2001) 'A Comparative Analysis of Advertising Characteristics, Strategy, Style and Form in Global and National Brand Advertising', Journal of Marketing Communications7 (3) pp. 125-136, September

Koudelova, R. and Whitelock, J., (2001) 'A cross-cultural analysis of television advertising in the UK and the Czech Republic', International Marketing Review18 (3) pp. 286-300

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