Prof Nicola Kleyn (Dean)

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Professor Nicola Kleyn (Dean)
Prof Nicola Kleyn
Profile

Nicola Kleyn is the dean of the Gordon Institute of Business Science. In addition to her responsibilities at GIBS, she also lectures on various marketing-related academic and company-specific short courses she also consults to a number of organisations seeking to grow customer, brand and reputational equity.

She worked previously at Investec Bank where she managed the learning and development function and at Edgars in a store control capacity. She also spent seven years lecturing marketing to both undergraduate and postgraduate students in the faculty of commerce at Wits University.

Nicola has published articles in a number of academic journals including: California Management Review, European Journal of Marketing, Journal of Business Ethics, International Marketing Review, Journal of Marketing Intelligence and Planning, South African Journal of Business Management, and Management Dynamics on the topics of marketing and ethics. She has also presented a number of conference papers at both local and international academic conferences and is a regular contributor to the popular press.

In 2017, she was appointed as member of the Editorial Review Board of the Journal of Product & Brand Management.

Responsibilities

​Nicola teaches in the areas of marketing, branding, customer focus and reputation management.

Published Research

​Journal articles


Sevel, L., Abratt, R., & Kleyn, N. (in press). Managing across a corporate and product brand portfolio: Evidence from a large South African service organisation. Journal of Product & Brand Management.
 

Shirin, A. & Kleyn, N. (in press). An evaluation of the effects of corporate reputation on employee engagement: The case of a major bank in South Africa. International Studies of Management and Organizations.


Balmer, J. M. T., Abratt, R., & Kleyn, N. (2016). Corporate brands and corporate marketing: Emerging trends in the big five eco-system. Journal of Brand Management, 23(1), 3-7. doi:10.1057/bm.2015.51

 

Benn, S., Abratt, R., & Kleyn, N. (2016). Reducing reputational risk: evaluating stakeholder salience and prioritising stakeholder claims. Marketing Intelligence & Planning, 34(6), 828-842. doi: 10.1108/MIP-10-2015-0191


Morokane, P., Chiba, M., & Kleyn, N. (2016). Drivers of employee propensity to endorse their corporate brand. Journal of Brand Management, 23(1), 55-66.
 

Tshivase, D., & Kleyn, N. (2016). Stakeholder evaluations of corporate reputation: Findings for industrial buyers in the South African steel industry. International Studies of Management & Organizations, 46(4), 269-281. doi:10.1080/00208825.2016.1140523

Haarhof, G., & Kleyn, N. (2012). Open source brands and their online brand personalities. Journal of Brand Management, 20(2), 104-14.


Abratt, R., & Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputation: Integration and implementation. European Journal of Marketing, 46(7/8) 1048-1063.


Kleyn, N., Abratt, R., Chipp, K., & Goldman, M. (2012). Building a strong corporate ethical identity: Key findings from suppliers. California Management Review, 54(3), 61-77.


Reddiar, C., Kleyn, N., & Abratt, R. (2012). Directors’ perspectives on the meaning and dimensions of corporate reputation. South African Journal of Business Management, 43(3), 29-39.


Chipp, K., Kleyn, N., & Manzi, T. (2011). Catch up and keep up: Relative deprivation and conspicuous consumption in an emerging market. Journal of International Consumer Marketing, 23(2), 117-134.


Kleyn, N. (2007). Brand ambassadors the secret of word of mouth marketing. Journal of Marketing, Oct/Nov, 32-33.


Chipp, K., Goldman, M., & Kleyn, N. (2007). What they really think: Resolving methodological issues in supply chain ethics research. Acta Commercii, 7(1), 112-122.


Marta, J., Mullin, K., Singhapakdi, A., & Higgs-Kleyn, N. (2001). Corporate ethical values in South Africa. Thunderbird International Review, 43(6), 755-772.



Polonsky, M. J., Brito, P., Pinto, G., & Higgs-Kleyn, N. (2001) Consumer ethics in the European Union: A comparison of Northern and Southern views. Journal of Business Ethics, 31(2), 117-130.


Kleyn, N., Abratt, R., & Brewer, R. (2000). The views of South African marketers concerning consumer privacy. South African Journal of Business Management, 31(4), 156-165.


Singhapakdi, A., & Higgs-Kleyn, N. (1999). Selected antecedents and components of ethical eecision-making processes of American and South African marketers. International Marketing Review, 16(6), 458-476.


Higgs-Kleyn, N., & Kapelianis, D. (1999). The role of professional codes in regulating ethical conduct. Journal of Business Ethics, 19(4), 363-374.


Higgs-Kleyn, N. (1998). Unethical consumer behaviour: An exploratory investigation. Management Dynamics, 7(1), 35-52.


Abratt, R. & Higgs, N. (1994). Marketing planning practices of South African companies. Marketing Intelligence and Planning, 12(2), 26-31.


Abratt, R. & Higgs, N. (1994). Implementing business ethics in large British organisations. South African Journal of Business Management, 26(1), 1-6.


Abratt, R., Nel, D & Higgs, N. (1992). An examination of the ethical beliefs of managers using selected scenarios in a cross-cultural environment. Journal of Business Ethics, 11(1), 29-35.​


Books

Ismail T.,Kleyn, N., & Ansell, G. (2012). New markets, new mindsets. Johannesburg: Jacana.



Book chapters


Clark, D., & Kleyn N. (2011). Why do they leave? Voluntary turnover of South African women executives. In H. Wernhane & M. Painter-Moreland (Eds.), Leadership, gender and organization (pp. 185-207). Berlin: Springer. 



Kleyn, N., & Goldman, M. (2008). The art of sponsorship. In R, Steyn (Ed.), Sponsorship South Africa:  An investor's guide. Johannesburg: Wag the Dog Publishers.



Case studies


Mazinter, L., Kleyn, N., Goldman, M., & Lindsey-Renton, J. (2015). Banking on social media (A) (Case No. 9B14070). Ontario: Ivey Publishing.



Mazinter, L., Kleyn, N., Goldman, M., & Lindsey-Renton, J. (2015). Banking on social media (B) (Case no. 9B14071). Ontario: Ivey Publishing.


Sutherland, M., Hawarden, V., & Kleyn, N. (2012). The beauty of Sorbet (Case Study No. 9B12A039). Ontario: Ivey Publishing.



Sutherland, M., Hawarden, V., & Kleyn, N. (2012). The beauty of Sorbet (TN No. 8B12A039) Ontario: Ivey Publishing.


Conference papers


Kleyn, N. (2016, January). Resource-constrained innovation in management education. Paper presented at the AACSB Dean's Conference: Innovations that inspire, Miami, FL.


Sevel, L., Abratt, R., & Kleyn, N. (2016, June). Managing across a corporate and product brand portfolio: evidence from a large South African service organisation. Paper presented at the 19th Symposium of the International Corporate Identity Group (ICIG): Corporate and organisational marketing in the 21st century: challenges and opportunities in turbulent times, University of Essex.


Herd, F., Kleyn, N., & Abratt, R. (2015, February). Corporate identity and communication: How organisations influence their portrayal by journalists. Paper presented at the 18th International Corporate Identity Group (ICIG) Symposium, University of Brunel, London.


Kilpatrick, B., & Kleyn, N. (2015). The role of relationship benefits in building brand equity in a B2B services environment. In K. Kubacki (Ed.), Ideas in Marketing: Finding the New and Polishing the Old Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 158-161). Springer International Publishing. doi:10.1007/978-3-319-10951-0_57


Carnelley Hobkirk, J., & Kleyn, N. (2014). Building marketing capabilities: A corporate marketing perspective. Paper presented at the 15th Global ICIG Symposium, Cape Town.


Kilpatrick, B., & Kleyn, N. (2013, May). The role of relationship benefits in building brand equity in a B2B service environment. Paper presented at the 42nd Academic of Marketing Science Congress, Monterey, California.



Kleyn, N., Chipp, K., & Abratt, R. (2013, April). Who’s connected to old brands? The role of consumer characteristics in predicting nostalgic brand connections. Paper presented at the 8th Global Brand Conference of the Academy of Marketing Brand, Identity and Reputation; Catholic University, Porto.


Tshivhase, D., & Kleyn, N. (2012). Understanding corporate reputation in context: Findings from South African buyers. Paper presented at the 15th ICIG Symposium , Aarhus University, Aarhus.




Reddiar, C., Kleyn, N., & Abratt R. (2011, April). Directors’ perspectives on corporate reputation. Paper presented at the 7th Global Brand Conference of the Academy of Marketing Brand, Identity and Reputation, Said Business School, Oxford University.




Liston, R., Kleyn, N. & Chipp, K. (2011, April). How is green seen? Exploring the impact of visual elements in "green” advertising. Paper presented at the 7th Global Brand Conference of the Academy of Marketing Brand, Identity and Reputation, Said Business School, Oxford University.



Reddiar, C., Kleyn, N., & Abratt. R. (2011). Building and managing corporate reputation: A framework to guide directors. Paper presented at the 14th ICIG Symposium, IE University, Segovia. (Published in abstract form)



Kleyn, N., & Haarhof, G. (2010, April). Open source brands and their on-line brand personalities. Paper presented at the 6th International Conference of the AM's Brand, Identity and Corporate Reputation Special Interest Group, Barcelona, Spain. (published in abstract form)



Kleyn, N. (2008, October). Urban South African consumer-brand relationships: Characteristics, dimensions and associations with consumer and brand profiles. Paper presented at the Academy of Marketing Science, Cultural Perspectives in Marketing, New Orleans.


Chipp, K., Goldman, M., & Kleyn, N. (2006, October). What they really think: Resolving methodological issues in supply chain ethics research. Paper presented at the First International Management Conference, University of Johannesburg, Johannesburg. 




Polonsky, M.J., Brito, P., Pinto, J., & Higgs-Kleyn, N. (1999). Consumer ethics: Are there differences in the views of Northern and Southern EU consumers? Marketing in the Third Millennium: Proceedings of ANZMAC99. Available from http://www.anzmac.org/conference_archive/1999/Site/papers.htm#p


Singhapakdi, A., Higgs-Kleyn, N., & Rao, C. P. (1997, October). Selected antecedents and components of ethical decision-making process of American and South African marketers: A cross-cultural analysis. Paper presented at the 1997 Annual Meeting of the Academy of International Business, Monterrey, Mexico.



Higgs-Kleyn, N. (1997, June). Unethical consumer behaviour: An investigation of the South African consumer. Paper presented at the Eighth Biennial World Marketing Congress, Kuala Lumpur, Malaysia.


Higgs, N., & Hendriques da Silva, S. (1996, October). Implementing green marketing in South African businesses. Paper presented at the Marketing Educators Conference, Wild Coast Sun, South Africa.


Higgs, N., & Shreier, C. (1995). The use of codes of ethics in South African corporations. Paper presented at the Research Conference on Ethics and Social Responsibility in Marketing, Hofstra University, New York. 


Higgs, N., & Abratt, R. (1991, October). The ethical beliefs of retail executives: The case of South Africa and Zimbabwe. Paper presented at the AMS/ACRA National Retailing Conference, Richmond Virginia.


Other


Van den Heever, J., Kleyn, N., & Chipp, K. (2013). Through customers' eyes: Who are you gonna call? Acumen, (4), 50-52.

Van den Heever, J., Kleyn, N., & Chipp, K. (2012). Through customers' eyes. Acumen, (2), 52-54. 

Van den Heever, J., Kleyn, N., & Chipp, K. (2012). When the going gets tough… the tough still deliver a good customer experience? Acumen, (2), Third quarter.

Van den Heever, J., Kleyn, N., & Goldman, M. (2012). Through customers' eyes. Acumen, (1), 62-64.


Consulting Involvement

Nicola has consulted across a range of industries including FMCG, retailing, financial services, professional services, petrochemical and retail service sectors in the areas of marketing, customer focus and customer strategy. Her consulting roles vary from subject matter expert to strategic facilitation. She particularly enjoys working with organisations to translate insights from both primary and secondary customer research into competitive strategies.

Significant Achievements
  • Appointed as member of the Editorial Review Board of the Journal of Product & Brand Management. (2017)
  • University of the Witwatersrand’s Distinguished Teacher’s Award for the Faculty of Commerce (May 1996).
Contact Details

Email : kleynn@gibs.co.za

Qualifications
  • BCom
  • BCom (Hons)
  • MBA (Wits)
  • DBA (Pret)
Fields of Interest
  • Marketing
  • Branding
  • Customer focus
  • Reputation management
Professional Memberships
  • Marketing Association (South Africa);
  • Brand Council of South Africa (Board Member); and
  • Academy of Marketing Science.
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