論文曾刊登於Journal of the Academy of Marketing Science、Journal of International Marketing、International Journal of Market Research、Journal of Product & Brand Management、Psychology & Marketing、Journal of Business to Business Marketing等知名國際期刊。研究不同產業個案,例如,法藍瓷、台灣客服、飛利浦、無敵科技、龍巖人本、華泰大飯店集團、富邦媒體科技、多樣屋、達芙妮、佳美口腔、攜程旅行網、樂視網等。
謝教授曾獲得台灣大學教學優良獎(2008-2014年)、管理學院教學優良獎(2006-2007年)、台新金控管理學院管理研究學者獎(2005-2006年)、管理學院學術研 究獎(2005-2012年)。謝教授目前為「台灣行銷科學學會」常務監事、「財團法人商業發展研究院」顧問。曾任Frank & Small研究顧問、OmniTrak Marketing Group總監、全員品牌管理輔導計劃顧問、台灣大學國際企業學系主任/所長,以及「台大管理論叢」領域主編。在擔任財團法人商業發展研究院顧問及品牌管理輔導計劃顧問期間亦積極輔導廠商進行品牌管理實務。
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