Page 194 - Bruno Grbac Autoportret_12_3_listbook

... cLiFForD j. SHULtZ, ii, Ph.D.
Professor and charles H. Kellstadt chair of marketing
Quinlan School of Business
REKLI SU Pthe Academy, the Univerity of Rijeka, countless students, myriad organizations,
Loyola University chicago

rofessor Bruno Grbac, PhD, served with distinction as Professor of Marketing
at the University of Rijeka. Now Professor Emeritus, his many contributions to

society and Croatia more generally are impressive and profound. Indeed, as rese-
archer, teacher, author, editor, reviewer, visionary, leader, colleague, and engaged
citizen, Professor Grbac has advanced the marketing discipline in ways that help
businesses, governments and NGOs, and enhance the well-being of consumers,
societies and our planet. I have had the privilege and pleasure to work with – to
cooperate with – Professor Grbac for more than 25 years, and I am now honored to
write briefly regarding the depth and breadth of some of his/our scholarly contribu-
tions and their impact. A few details follow.

I first met Professor Grbac (Bruno) in the mid 1990s during a brief visit to Rijeka. He
had served as a Fulbright Scholar in the USA and offered to be my host if I wanted to
serve as a Fulbright Scholar in Croatia. I of course accepted his offer, was fortunate
enough to be awarded the Scholarship, and I returned to Rijeka with my family for
the Spring semester in 1997. That months-long visit led to an extraordinary – and
extraordinarily productive – collaboration revealed in a stream of research projects,
articles, proceedings and presentations; symposia and conferences; grants; faculty
and student exchanges and visits; and a global network of scholars, businesspersons
and governments in Croatia, throughout the Balkans and broader Europe, the USA
194 and countries on six continents who are committed to a macromarketing agenda,

to affect sustainable peace, prosperity and well-being.

The impact of our collaboration on people, policy, and marketing research, teaching
and practice is substantial, and continues today in the forms of ongoing initiatives,
Bruno Grbac - Autoportret embraced and participated in macromarketing endeavors in the classroom, across
citations, and a new generation of scholars we have mentored and, in turn, who have

Croatia and around the globe. Some highlights follow:

Major research projects, grants and other support from, for example, Croatian mini-
stries and businesses, USA Government agencies and businesses, foundations, and
universities; specifically: The Balkans - Alps - Adriatic Project: American - European