Background

Edward R. Bruning
Professor
Department of Marketing

Areas of Research Interest: Customer loyalty, market development,
market structure analysis, logistics/transportation, international
aviation policy and analysis

Areas of Teaching Interest: International marketing, international
business, marketing research, government/business relations

Ph.D., M.A., University of Alabama; BSBA, University of Arkansas 
Dr. Bruning's academic interests center on the analysis of market
participants, the structure under which competitive interactions
occur in markets, and the process by which new markets emerge and
develop. His current research agenda includes a project that
compares customer loyalty between Canadian, American, and
Mexican consumers. Funding for this effort was received from the
SSHRC over a three-year period.

A second project addresses the process by which strategic alliances
form, conditions leading to their success and premature demise, and
public policy implications of global alliances, particularly as pertains
to the global aviation sector. Dr. Bruning received a research grant
for this project from the I. H. Asper School of Business. 

A third project focuses on cross-cultural differences in information
needs for users of technical manuals. Users and service personnel
from twenty countries are subjected to a quasi-experimental
manipulation to determine the preferred organization and absolute
amount of technical information for maintaining large farm vehicles.
The project was sponsored by John Deere Inc. in order to assess
whether the content and structure of technical manuals should be
'localized' for users from different countries and cultures. Dr.
Bruning's efforts over the past two decades have focused on both the
demand and supply sides of market interactions.