Bodo Lang

Bodo’s career is a blend of experience from both the commercial and academic sectors.

His commercial career began in Germany in advertising, after which he worked as a management consultant in New Zealand for Deloitte Consulting, a global consulting firm. Following this, Bodo held a senior management position in Singapore at NFO WorldGroup, at the time the world's third largest market research firm.

The other half of Bodo’s career has been in academia, where he has worked for a variety of institutions. Most recently he has worked as an Associate Professor in marketing and Assistant Dean – External Engagement in the Business School at the University of Auckland. He is currently a Professor in Marketing at Massey Business School, Massey University.

Due to Bodo’s industry background, his research focuses on the intersection of academic rigour and practical relevance. Bodo’s research consists of two broad streams. First, he publishes in marketing journals on topics such as marketing communication (e.g., advertising) and services marketing (e.g., financial services, sharing economy), often with a strong consumer focus. His second stream of research is a cross-disciplinary effort which sits at the interface of public health and marketing. This stream of research focuses on using marketing techniques for social marketing purposes (“using marketing for public good”), particularly within the contexts of alcohol, vaping, and sugary beverages.