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Dr Beate Stiehler-Mulder

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Dr Beate Stiehler-Mulder

Language

English, French, Afrikaans, German

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bio

Dr. Maria Altamira, enhancing the BSc. Programme at UBI Business School, holds a PhD from Warwick Business School, UK, a Master in Marketing Management from ESIC Business & Marketing School, Spain, and a Bachelor’s Degree in Business Administration from Deusto University, Spain. She also holds a Senior Fellowship from the Higher Education Academy, UK

Language

Spanish, English, French

Contact

[email protected]

Professional Experience
Associate Member, Henley Africa Centre for Emerging Market Consumer Studies

Henley Business School – Africa

W&R Seta Leadership Chair: Gauteng

University of Johannesburg (UJ) / Wholesale and Retail Seta

Marketing Manager

Department of Marketing Management, UJ

Head: Marketing & Stakeholder Engagement

School of Consumer Intelligence & Information Systems, UJ

Senior Lecturer in Marketing Management

University of Johannesburg

Lecturer

UBI Business School 

Lecturer

University of Johannesburg

Marketing Consultant

Various clients (e.g., BioSeal, Prue Leith Academy, Amka, Ergonomix, Deep Health)

MBA Lecturer & Supervisor

IIE MSA (Monash South Africa), GIBS (University of Pretoria)

Marketing Coordinator

Coverderm (Nailmetics), South Africa

Popular Press Publications
Stiehler-Mulder, B.E., Mafuratidze, N & Tselepis, T. (2023). Towards and enterprising mindset in in fuel retail https://retailingafrica.com/blog/2023/07/18/towards-anenterprising-mindset-in-fuel-retail/

2023

Wait, M. & Stiehler-Mulder, B.E. (2022). Seven steps to clarify the role of marketing in the boardroom https://www.bizcommunity.com/Article/196/423/231079.html

2022

Stiehler-Mulder, B.E. (2022). What’s driving online shopping among SA’s long income consumers: https://www.bizcommunity.com/Article/196/394/231267.html

2022

Stiehler-Mulder, B.E. (2022). Omnichannel retail: Are your online and offline experiences consistent? https://www.bizcommunity.com/Article/196/182/231642.html

2022

Stiehler-Mulder, B.E. & K. Mehlape. (2021). Finding balance in the overlooked informal retail sector.

2021

Stiehler-Mulder, B.E. & K. Mehlape. (2021). South African retailers’ readiness for the fourth Industrial revolution.

2021

Stiehler-Mulder, B.E. & Frazer, M. (2020). SA trends for brick-and-mortar stores –the present and the future

2020

Murray, C. & Stiehler-Mulder, B.E. (2019). #FutureFit yourself: Going back to basics

2019

Stiehler-Mulder, B.E. (2019). Moving from differentiation to authenticity

2019

Stiehler-Mulder, B.E & De Meyer-Heydenrych. Spur: ‘n Les in wat om nié te doen nie** (5 July 2017, Netwerk 24) – 2 nd most read article on the day and published in Beeld newspaper the following day (6 July 2017). (Spur: A lesson in what not to do)**

2017

Books
Editor: Digital Marketing a South African Perspective – out November 2024 (first of its kind textbook – written by the Digital Industry, reviewed by Academics - Van Schaik publishers)

2024

Book Chapter: Juta & Co. Ltd. for 2021. Marketing Management: A South African Perspective (author of Chapter 11 – Digital Marketing). Editor: Michael Cant.

2021

Book Chapter: Van Schaik for 2022. Introduction to Marketing (author of Chapter 19 – Marketing Metrics). Editor: Nicole Cunningham

2022

Journal, Conference, W&R Seta Chair Publications and Involvement
  • Stiehler-Mulder, B.E. & Maduku, D.K. (2023). The impact of user-generated fake news on brand equity: moderating mechanisms of brand attitude and corporate reputation.
  • International Journal of Internet Marketing and Advertising, 19(1/2): 146-171.
  • Stiehler-Mulder, B. and Tselepis, T. (2023). Re-Tale: Proposing A Fifth Principle in The Sustainable Fashion Retail Story. The Thinker, 95(2):
    54-63.
  • Mntande, K. Roberts-Lombard, M. & Stiehler-Mulder, B.E. (2022). Securing delight and loyalty in a market with low switching costs.
  • European Business Review, 35(1):1-22.
    Wait, M. & Stiehler, B.E. (2021). Student self-determination and boundaries: An emerging market perspective on the development of sales skills. South African Journal of Higher Education, 35(6):222 – 238.
  • Matlala, K.T. Roberts-Lombard, M. & Stiehler-Mulder, B.E. (2021). Investigating the drivers of trust perceptions of black young adult
    banking customers in South Africa. Journal of Contemporary Management, 18(1):385-406.
  • Wait, M. & Stiehler, B. (2021). Student self-determination and boundaries: An emerging market perspective. South African Journal of Higher Education, 35(5): 222 – 238.
  • Ledikwe, A. Stiehler-Mulder, B.E. & Roberts-Lombard, M. Product involvement, WoM, and eWoM in the fast-food industry: A young adult perspective in an emerging African economy. (2020). Cogent, Business & Management, 7(1): 1 – 22.
  • Hlefana, M. Roberts-Lombard, M. & Stiehler-Mulder, B.E. (2020). Precursors and outcome of satisfaction in business-to-business relationship building: An information communication technology industry perspective in South Africa. Acta Commercii, 20(1). Available online from (Open Source).
  • Jordaan, Y. & Stiehler, B.E. (2019). Profiling South African female consumers’ involvement in skincare and colour cosmetics. The Retail
    and Marketing Review, 15(2):65-76.
  • Stiehler-Mulder, B.E. (2019). The application of DICTION to analyse qualitative data: A luxury brand perspective. Acta Commercii, 19(1).
    Available online from (Open Source).
  • Stiehler, B.E. (2016). Co-creating Luxury Brands in an Emerging Market: Exploring consumer meaning making and value creation.
    Qualitative Market Research: An International Journal, 19(4):395-415.
  • Stiehler, B.E. Caruana, A. & Vella, J. (2016). Using an Aesthetics and Ontology framework to investigate consumers’ attitudes toward Luxury Wine Brands as a product category: Evidence from Two Countries. International Journal of Wine Business Research, 28(2):154-169. (Literati Award)
  • Stiehler, B.E. & Tinson, J (2015). Opportunistic luxury branding: Understanding perceptions of brand authenticity in Emerging markets.
    Journal of Global Business and Technology, 11(1):39-55.
  • Grant, P., Stiehler, B.E & Boon, E. (2014). Through bubbles and crises: An analysis of the Journal of Financial Services Marketing from 2000 – 2012. Journal of Financial Services Marketing, 14(4):260-270.
  • Cunningham, N. & Stiehler-Mulder, B.E. (2024). Low-income consumers’ cognitive appraisal, emotions and coping strategies: An online shopping perspective. Global Business and Technology Association (GBATA)
  • Mafurutidze, N. & Stiehler-Mulder, B.E. (2024). Design thinking and problem-solving in the fuel retail sector: A framework for enterprising people. Global Business and Technology Association (GBATA)
  • Stiehler-Mulder, B.E., Cunningham, N. & Mafuratidze, N. (2023). Exploring online shopping experience of low-income consumers in an emerging e-Retailing market. Global Business and Technology Association (GBATA)
  • Wait, M. & Stiehler-Mulder, B.E. (2023). Defining product selling and solution selling: A multimethod qualitative study. Global Business and Technology Association (GBATA)
  • Mntande, K., Roberts-Lombard, M. & Stiehler-Mulder, B.E. (2022). Customer loyalty in a highly competitive market: An investigation of the mobile prepaid sector. International Conference on Business and Management (IBC)
  • Stiehler-Mulder, B.E., Kodibona, B., Wort, M., Joubert, S. & Mente, W. (2021). The influence of smartphone advertising on purchase intention: A case from South Africa. International Conference on Business and Management (IBC)
  • Stiehler-Mulder, B.E. & De Meyer-Heydenrych, C.F. (2019). Support staff experience in the effective functioning of Universities: A Cocreation perspective. International Conference on Business and Management
  • Stiehler-Mulder, B.E. & Wait, M. (2019). Evaluating the experience of students as actors in a people intensive service delivery system. International Conference on Business and Management (IBC)
  • Sedibe, M.P., Matthysen, G.S., Biko, P.M., Gomez, G.A., Stiehler-Mulder, B.E. & Frazer, M. (2019). Customer Experience, satisfaction and brand relevance: A South African perspective. 31st Southern African Institute of Management Scientists (SAIMS) conference
  • Chittiah, D. N., Stiehler-Mulder, B.E. & Roberts-Lombard, M. (2019). Social media content marketing: The case of Facebook in the South African Telematics industry. 31st Southern African Institute of Management Scientists (SAIMS) conference
  • Stiehler-Mulder, B.E. & Struweg, I. (2018). Aesthetics, ontology and objective wine knowledge: An exploration of unique luxury wine Generation Y market segments in an emerging economy. 12th International Business Conference (IBC)
  • De Meyer-Heydenrych, C.F. & Stiehler-Mulder, B.E. (2018). Universities as systems: The lecturers’ experience. Proceedings of Business and Management Conferences
  • Frazer, M. & Stiehler, B.E. (2016). What is your beef with South African Food Retail? A customer perspective. 10th International Business Conference (IBC)
    Vawda, F., Stiehler, B.E. & Mashaba, N. (2016). The influence of age generations on social network usage and behaviour. 28th Southern African Institute of Management Scientists (SAIMS)
  • Stiehler, B.E., Bresler, M., Frazer, M. & Botha, E. (2015). South African consumers’ perspective on the 2013 meat scandal: A qualitative analysis. 9th International Business Conference (IBC)
  • Frazer, M. & Stiehler, B.E. (2015). A model for Omnichannel retail engagement in the consumer decision-making process. 9th International Business Conference
  • Shodries, B. & Stiehler, B.E. (2015). The influence of emotions on perceived justice by consumers in the banking industry after experiencing a service failure. 27th Southern African Institute of Management Scientists (SAIMS)
  • Botha, E., Karam, M., Erinma, O., Payne, K. & Stiehler, B.E. (2015). How to impress social media friends: The social motivations for sharing viral content. 2015 Academy of Marketing Science (AMS) World Conference
  • Stiehler, B.E. & Lee, L. (2014). Luxury branding in Emerging Markets. Academy of Marketing Science (AMS) 43
  • Frazer, M. & Stiehler, B.E. (2014). Omnichannel Retailing: The merging of the online and offline environment. Institute of Business and Finance Research (IBFR) Global conference
  • Wait, M. & Stiehler, B.E. (2014). The role of the third-person effect in the use of Dark Marketing techniques on university students. Southern African Institute of Management Scientists (SAIMS)
  • Gosling, R., Vigar-Ellis, D. & Stiehler, B.E. (2014). Buzz Marketing’s ability to influence consumers: An experimental study. International Business Conference (IBC)
  • Stiehler, B.E. & Toscani, G. (2013). Politics and Art: An investigation of the Jacob Zuma Spear painting. Academy of Marketing Science (AMS) 42
    Frazer, M.,
  • Stiehler, B.E. & Meyer, A.M. (2013). Omni-channel retailing in Emerging markets: Uncovering the challenges and expected changes. Annual conference of the Emerging Markets (Poster Presentation) Track-Chair: Marketing African Issues at Academy of Marketing Science (AMS) 42 (2013)
  • Stiehler-Mulder, B.E. & Cunningham, N. Omni-channel retailing: Low-income consumers’ experience. ISBN: 978-0-6397-1337-3 (electronic)
  • Stiehler-Mulder, B.E. & Tselepis, T. Towards Enterprising Fuel Retailers. ISBN: 978-6397-2996-1 (electronic)
  • De Villiers, V., van der Colff, F., Stiehler-Mulder, B.E. & Mafuratidze, N. Exploring a motivational approach to curb employee theft in FMCG retailing in South Africa. ISBN: 978-0-7961-1673-4 (electronic)
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