Department of Marketing

International Business in Copenhagen! Nils Christian Hoffmann joined 2019 AIB Conference in Copenhagen, Denmark.


Nils Christian Hoffmann presented his work at the AIB Conference. The Academy of International Business (AIB) is the leading association of scholars and specialists in the field of international business.

AIB Copenhagen 2019

Established in 1959, today, AIB has 3560 members in 96 different countries around the world. Members include scholars from the leading global academic institutions as well consultants, researchers, government and NGO representatives. The 2019 Annual Meeting took place in Copenhagen, Denmark on June 24-27, 2019.

Nils Christian Hoffmann presented his paper “Chain of Blame: How Eastern and Western Consumers Account for Supplier Hypocrisy in Global Supply Chains”, co-authored with Prof. Dr. Stefan Hoffmannand Prof. Juelin Yin Ph.D., KCG External Research Fellow. Recent research has identified firms’ hypocritical behaviour as a major threat to their reputation among consumers. This paper expands the dyadic relationship to a triadic relationship, integrating the hypocritical behaviour of suppliers in global supply chains. Introducing a chain of blame, this paper suggests that the hypocritical behaviour of the supplier backfires on the firm, leading to loss of reputation and increased boycotting tendencies. In the paper, the authors conducted a cross-cultural study with 2 (hypocritical vs supplier of integrity) × 2 (Chinese vs German supplier) × 2 (Chinese vs German respondents) experimental surveys. The results obtained confirm that consumers hold the firm responsible for its supplier’s hypocritical behaviour. As a result, consumers lower the firm’s reputation ratings, and intend to engage in boycotting the firm.

The conference was an unique opportunity to get high-class academic input from leading scholars in the field of international business. Additionally, Prof. Juelin Yin and Nils Christian Hoffmann discussed the planned research visit of Nils Christian Hoffmann and Prof. Stefan Hoffmann at Sun-Yat-Sen University in Guanghzhou (China) that is scheduled for October/November 2019.

Find out more about the conference here.