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Christiansen's forthcoming book "Transcultural Marketing for Incremental and Radical Innovation" scheduled for a November release

Bryan Christiansen of Prymarke, LLC, Speaks on Publishing

By IGI Global on Oct 16, 2013
IGI Global recently took the opportunity to speak with one of our most popular editors, Bryan Christiansen, in his publishing experiences in writing and editing several best-selling publications with IGI Global. He is lead editor of the title Transcultural Marketing for Incremental and Radical Innovation scheduled for release in November 2013, along with Salih Yildiz and Emel Yildiz of Gümüshane University, Turkey. This title is part of the book series Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES).
Bryan Christiansen Of Prymarke, LLC, Speaks On Publishing And His Forthcoming Publications

IGI Global: How did you initially become interested in academic publishing, and why did you choose IGI Global?

Bryan Christiansen: My father was my 6th grade teacher who was very instrumental in my future interest in education. As I was nearing completion of my MBA at Capella University in Minnesota in late 2002, I had a lengthy conversation with my Marketing instructor regarding international marketing which rekindled my interest in publishing. After I began teaching at Ellis College of New York Institute of Technology in 2005, one of my colleagues distributed a Call for Chapters for his first book at IGI Global. I was quite intrigued by the process and asked him how I might do the same thing. He introduced me to IGI Global that year, but it took me until 2010 to have the confidence to write and deliver my first book proposal. As my father often said, “Things happen when they are supposed to take place”. Since he lived to be 93 years old, I figure he knew better than I do about these aspects of life.

What are some benefits that you’ve encountered through your journey with publishing?

Although there are many benefits to publishing, the most important one to me is the self-confidence on several levels gained from being published. My mother was instrumental in developing my desire to write, but until my first book was published in March, 2012, I was rather hesitant about showing any of my work. A second benefit is the global connections which have been developed during the entire process starting with the Call For Chapters for all five of my books. Since 2012, I have been invited to speak at five universities in Bulgaria, Poland, Slovenia, and Russia, with other invitations on the way. This has furthered my writing and speaking career aspirations in addition to adding to my contact list which includes nearly 100 names of people on five continents.

What do you find to be the most difficult part of editing a publication, and how do you combat those challenges?

The most difficult part of editing a publication is coordinating and (sometimes) motivating contributors during the chapter development phase between the proposal acceptance to final chapter acceptance phases. This is essentially a project management effort, so I use Microsoft Project software. I also keep in fairly steady contact with each contributor to keep the excitement going as well as try to help the individual foresee any potential roadblocks in Chapter development. Phone is best, but email works as well.

What is some advice you would give to someone editing their first publication?

First, realize what will take place is really a project management effort, so have the right tools available from the very start. Although Excel can help, there are other aspects to the process which cannot be managed well with Excel. Next, understand that some of the best proposals can turn into some of the weakest completed chapters, and vice versa. This piece of advice was given to me by the Ellis College colleague who had distributed the Call for Chapters to all of us in the Business Department back in 2005. Last, but certainly not least, believe in yourself and what you are trying to achieve. During my first book which I did entirely on my own, I often encountered self-doubt during the entire process. However, the “silver lining” of that rather rough experience is that I learned much about the editing process and obtained great confidence in myself to do other books, which I have done with other business professors in Canada and the UK.

What has your experience with IGI Global been like? Would you recommend IGI Global to friends or colleagues interested in publishing their work?

I have already recommended IGI Global to many friends or colleagues interested in publishing their work because the experience has been very good. In fact, several of these colleagues have asked me to be co-Editor with them on a variety of books ranging from global supply chain management to international finance.

What are you currently involved in or working on?

I am currently working on three other books with IGI Global involving areas including transcultural marketing, game theory, and Latin America. I have other potential titles on my list for which I will develop Book Proposals once my current efforts are completed in 2014. I am also writing articles for world-class professional journals such as Academy of Management Review, Journal of Economic Perspectives, and AMS Review.

What are some of your future plans, goals, and aspirations?

My main goal in life at this time is to become a world-class business writer in seven years when I am 60 years old. I do not plan to fully retire, so pursuing a writing and speaking career for the rest of my life is the main goal. Hopefully, my work will contribute something to inspire business scholars and practitioners in some way for more responsible business education and business practices geared towards sustainability. Basically, we cannot continue destroying the earth the way we have been since the earlier days of the Industrial Revolution in the “name of progress”. A new, possibly radical paradigm shift in thinking and acting is now in order for everybody’s sake.

You have published a number of items on marketing and business. However, your publications contain a culturally diverse focus as we move into an era where global business and understanding is more and more inevitable. How do you believe that this new global economy is impacting day to day procedures, whether it is in business, marketing, communications, education, etc.?

Frankly, I do not see any true change or paradigm shift yet regarding “global business and understanding”. People speak about the “global village”, but in reality we primarily only communicate faster with each other in farther corners of the world due to technology—but I am not convinced we really LISTEN to each other any better than in the past. In fact, I think people have gotten worse over time in listening (and ultimately understanding). So, basically, I see technology as being a kind of “double-edged sword” today on multiple levels (i.e., social, educational). Regarding day-to-day procedures in marketing, communications, and education, I would say from naturalistic observation over 30 years that things have only become more complex and faster (thanks to technological advancements) with relatively little “meat” concerning better operational effectiveness except maybe in the multinational enterprises (MNEs) such as IBM. There is a big push in industry now to reevaluate MBA education, and I think that is long overdue, although there are certainly some very solid programs out there which do stress the importance of cultural intelligence, global understanding, and sustainability—in addition to core areas such as accounting, finance, manufacturing, and marketing.

You have a few upcoming publications. Which are you most excited about and why?

Transcultural Marketing for Incremental and Radical Innovation
I am excited about all three of them, but if pushed I would say the one on Transcultural Marketing for Incremental and Radical Innovation inspires me the most because it actually goes to the core of my writing purpose—to inspire business scholars and practitioners to develop more sustainable practices and theories in business in an era of hyper-competition and dwindling natural resources. As I mentioned above, we cannot continue to do things the way we have since the Industrial Revolution began. Essentially, I believe we need to strike a healthy balance in human economic activity that is based on changing expectations that reflect today’s realities like global climate change.


Bryan Christiansen has been the Chairman of PryMarke, LLC since 2004, a Business Analytics and Management Consultancy in Michigan, USA. He has also been an Adjunct Business Professor since 2003 at Capella University and Ellis University (formerly Ellis College of New York Institute of Technology) in the USA and Gumushane University in Turkey. Born in Washington, DC and raised in Asia, Bryan is fluent in Chinese, Japanese, Spanish, and Turkish and has traveled to 38 countries during his 27-year business career with Global 500 firms and smaller. Bryan is an avid writer on business and education subjects and is currently based in Istanbul, Turkey where he is doing research for future books on these topics. Bryan holds a Bachelor’s degree in Marketing from the University of the State of New York and an MBA degree from Capella University. He will complete his Doctor of Business Administration (DBA) degree in International Business at Walden University in 2013.
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