Author Details

Michael Metzger

Adjunct Assistant Professor of Marketing, University of Michigan's Ross School of Business; Assistant Professor, INCAE Business School

Professor Metzger serves as Visiting Professor on the faculty of the Ross School of Business at the University of Michigan in the Department of Marketing, where he has taught graduate level courses in Marketing Management, International Marketing, and International Multidisciplinary Consulting Projects throughout Latin America and the Caribbean. Metzger is also a Faculty Associate with the University of Michigan Center for Latin American and Caribbean Studies.

Professor Metzger has served as the Academic Director for several international exchange programs for INCAE Business School with such institutions as the University of Michigan Ross School of Business, University of California Los Angles Anderson School of Management, Pepperdine University Graziadio School of Business, and Cranfield School of Management in the United Kingdom. 

Professor Metzger has taught extensively throughout Latin America and consulted for Latin American firms on the implementation of socially responsible business plans and sustainable business practices. He has published in academic and professional journals and presented in conferences in the United States, Europe, and Latin America. He received his Ph.D. and M.A. from the University Michigan and an MBA from the University of Toledo.

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Michael Metzger has 7 products available, viewing 1-7.

Brand Extension through Innovation: Sound Agriculture Sustainably Grows the Greens
This case follows the decision-making process of Erik Wolfe, senior product marketing manager at Sound Agriculture, an agriculture technology company, to develop a go-to-market strategy for a new product. Founded…
Publication Date: 09/14/2023 Product ID: 1-024-750
Product and Brand Name Linguistics and Logo Semiotics
This conceptual note summarizes the basic concepts underlying the emerging field of brand linguistics, as well as the practical decisions needed to design a product or brand name. Developing the…
Publication Date: 10/03/2022 Product ID: 1-139-678
El corredor de software de Costa Rica: una empresa nueva elabora planes de expansión para Latinoamérica
El caso presenta el desafío de crear la marca de una nueva empresa de software talentosa pero de recursos limitados ubicada en San José, Costa Rica, en la industria de…
Publication Date: 11/05/2020 Product ID: 8-513-019
The Costa Rican Software Corridor: Startup Develops Expansion Plans for Latin America
In the 1990s, San José, Costa Rica, was beginning to emerge as a Latin American hot spot for the information technology sector. SPS Software, a small startup in San José,…
Publication Date: 08/10/2020 Product ID: 1-369-193
Flores del Este (B): A Costa Rican Florist Blooms with Online Data
In 2006, Lorena and Victor Hugo Delgado—owners of Flores del Este, a small flower shop in Costa Rica—launched their first website with assistance from web development company, MiWeb. After six…
Publication Date: 05/08/2020 Product ID: 5-328-266
HAVEN: Creating a Social Change Strategy for Reducing Intimate Partner Violence
HAVEN was a nonprofit organization in Oakland County, Michigan (just north of Detroit) that addressed sexual assault and intimate partner violence by providing services to survivors and a variety of…
Publication Date: 12/20/2019 Product ID: 7-956-623
Flores del Este (A): A Costa Rican Florist Considers Online Opportunities
In 2006, Lorena and Victor Hugo Delgado—owners of Flores del Este, a small flower shop in Costa Rica—were deciding whether to invest their very limited resources in developing an online…
Publication Date: 09/09/2019 Product ID: 3-179-807