Regular biography
Omar Merlo is an Associate Professor of Marketing at Imperial College London, affiliated with the Business School (BUS). He holds the title of Associate Dean (External Relations) and serves as Academic Director of the MSc Strategic Marketing program. His research interests are not explicitly detailed in the provided information. Merlo's professional profile can be accessed via the Imperial College London website at https://profiles.imperial.ac.uk/o.merlo.
Scholar-generated biography
Dr Omar Merlo is an Associate Professor at Imperial College Business School, specializing in Marketing and strategy. His research explores the interplay between marketing practices, firm performance, and customer dynamics. Key areas include the impact of entrepreneurial orientation, market orientation, and marketing subunit influence on business outcomes. He investigates customer participation, service firm performance transparency, and the role of authenticity in influencer marketing. Merlo also examines the strategic implications of media convergence and the evolving media business model. His work highlights the importance of power dynamics within firms and the influence of marketing on organizational reputation. Additionally, he explores privacy concerns in the context of emerging technologies such as AI and the internet of things.