Fleura Bardhi is a Professor of Marketing at Cass Business School, City University London, UK. Fleura has a Ph.D. from the University of Nebraska-Lincoln, USA, a MSc in International Business from Norwegian School of Management, Norway, and a B.A. in Management from University of Tirana, Albania. Prior to joining Cass Business School, Fleura was an associate professor at Northeastern University, Boston, USA.
Fleura’s research falls into consumer behavior, specifically consumer culture theory (CCT). Methodologically, Fleura is a qualitative researcher and utilizes qualitative interviews, ethnography, observations, and projective techniques in her research. Her research interests are in three areas:
1) Global Brands and Global Consumers: Fleura’s research examines how the role of materiality and brands changes when we travel or in conditions of a global nomadic lifestyle. This work unpacks the ways globalization has shaped our identities, relationship to places, and consumption tastes.
2) Access Based Consumption and Sharing: This stream of research examines how we consume differently when we do not purchase or own things, but rather access them through the market (via traditional rental, peer-to-peer rental, or market mediated sharing) or outside the market (via public services or peer-to-peer sharing and borrowing). Her research has implications about the notions of collaborative consumption and the sharing economy.
3) Life transitions and Consumption: This research examines how we manage the challenges associated with life transitions including divorce, relocation, migration, and long-distant families, through consumption as well as the role of the marketplace in such life transitions. A current project is looking at how single mothers manage downward social mobility post-divorce or family separation.
Fleura teaches at the undergraduate and graduate and postgraduate level programs. Her teaching interest includes modules in Consumer Behavior, Qualitative Market Research, Consumer Insights, and Consumer Culture Theory.
Fleura’s work has been published in Journal of Consumer Research, Harvard Business Review, Sloan Management Review, International Marketing Review, Consumption, Markets & Culture, Psychology and Marketing, Journal of Consumer Behaviour, etc. She has presented her work at numerous international and national conferences. Fleura is a member of the Editorial Review Board for Journal of Consumer Research, Consumption, Markets, & Culture journal, Mercati & Competitività, and a Board Member for the International Society for Markets and Development (ISMD) (2012-2014). She has co-chairs twice the Consumer Culture Theory PhD Workshop (2011, 2013) and has been invited as a faculty mentor at several methodology and theory related PhD Workshops. Her work has received attention and cited in the Wall Street Journal, The Financial Times, The Economist, The Guardian, Boston Globe, etc. She has also been a visiting professor at Schulich School of Business, York University, Toronto, Canada; University of Sydney, Australia; and California State University, Long Beach, US.
- 2015 - 2015, Marketing group, Head