Nicolas Muller

Doctoral Candidate

Nationality: Swiss / Croatian

Highest Academic Degree: MBA major in digital marketing

Institution / University: GBS – Geneva Business School

Professional Career

With over 23 years of experience establishing and growing businesses across diverse industries, I have a proven track record of building and maintaining cosmetics brands, optical brands, a solid client base, and a market presence. My core professional strengths behind change management and digital marketing implementation include expert analytical and problem-solving skills. As an entrepreneur, I have managed financial budgets varying in scale and scope. My core personal skills are being a good coach, communicating and listening well, possessing insights into others (including others different values and points of view), having empathy toward and being supportive of one’s colleagues, being an excellent critical thinker and problem solver, and being able to make connections across complex ideas.

Research Interest

Four years ago, I flowed into the Vision care industry. Big optical chains rule the game while small family optical shops struggle with advertising, promotions, digitalization, and competitiveness. That’s where I found the gap and decide to research it deeply.

I plan to create a new franchise business model for small optical shops to support them with digital marketing solutions, organizational and managing to consult, making their revenue and profitability grow. I am honored that Dr. Bourqui and Dr. Da Silva are helping me with the research.

Research Specialty
  • Business model innovations
  • Digital Marketing
  • Consumer Behavior
  • Branding
  • Digitalization of optical stores
Statement of Motivation for a DBA

I am a serial entrepreneur. Till today I created five startups, and I successfully sold three of them. Continues personal and professional development is significant for me. Besides reading books, meditating, mindfulness, and wing-wave, DBA was a natural choice after an MBA degree. I was looking for a DBA program that will match my expectations in terms of quality and hospitality. Today, I am more than happy to be part of the BSL’s academic, multicultural surroundings connected with knowledge.

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