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Benny Barak

Professor Emeritus of Marketing and International Business


PHD, 1979, CUNY Gr Sch & Univ Cnt; MBA, 1973, CUNY Baruch Coll; BS, 1972, California State East Bay



  • MKT220 International Marketing (graduate)
  • MKT170 International Marketing

Instruction emphasizes a pragmatic approach to relating to, and understanding, of non U.S. cultures. Course projects involve conceptualization of innovative products/services and their introduction in diverse countries within the context of developing strategic marketing plans.

Areas of Expertise

  • Cross-Cultural Age Perception - Measurement and Theory
  • Cross-Cultural Comparative Religiosity Research
  • Global Strategic Planning
  • Cross-Cultural Multinational Research
  • Macro Socio-Cultural Environments

Geographical/Political Areas of Expertise

Europe (East & West), Far East (China, India, Indonesia, South Korea), Middle East


Dutch, English, French, German, & Hebrew


Ph.D. in Marketing
Specialization in Consumer Behavior Graduate School & University Center City University of New York

Master of Business Administration (M.B.A.) in Marketing.
Bernard M. Baruch College, City University of New York

Bachelor of Science (B.S.) in Marketing California State University at Hayward (Magma Cum Laude)

Selected Publications

  • Mathur, Anil, Benny Barak, Yong Zhang, Keun S. Lee, Boonghee Yoo, and Jeeyeon Ha (2015), Social Religiosity: Concept and Measurement Across Divergent Cultures. Asia Pacific Journal of Marketing and Logistics, 27(5), 717-734.
  • Mathur, Anil, Benny Barak, Yong Zhang, Keun S. Lee, Boonghee Yoo, and Jeeyeon Ha (2015), Personal- Spirituality Across Cultures: Concept and Measurement Invariance. In Hamdi Hillel and John Bell (eds.) Proceedings of the Western Decision Science Institute Conference held in Maui, Hawaii. March-April 2015.
  • Barak, Benny, Denis Guiot, Anil Mathur, Yong Zhang, & Keun S. Lee (2011), An Empirical Assessment of Cross-Cultural Age Self-Construal Measurement: Evidence from Three Countries. Psychology & Marketing, 28(5), May, 479–495.
  • Mathur, Anil, Benny Barak, Keun S. Lee, Yong. Zhang, & Steve Gould (2010), Physical Vanity Across Cultures: Measurement and Validation. Journal for Global Business Advancement, 3 (4), 313–324.
  • Barak, Benny (2009), Age identity: A cross-cultural global approach. International Journal of Behavioral Development, 33 (1), January, 2-11.
  • Guiot, Denis, Benny Barak, Keun S. Lee, Yong Zhang, & Steve Gould (2006). L'Age Subjectif par dela les Frontieres: Une Etude Cross Culturelle dans le Secteur de la Mode Vestimentaire. Decisions Marketing, (43-44), 55-65.
  • Barak, Benny, Anil Mathur, Yong Zhang, Keun S. Lee, & Emmanuel Erondu (2003). Age Satisfaction in Africa and Asia: A Cross-Cultural Exploration. Asia Pacific Journal of Marketing & Logistics, Vol. 15 (1/2), 3-26.
  • Barak B., A. Mathur, Y. Zhang, & K. Lee (2001). Perceptions of Age Identity: A Cross- Cultural Inner-Age Exploration. Psychology & Marketing, 18(10), 1003-1029.
  • Barak, B. (1998). The Inner Ages of Middle-Aged Prime-Lifers. The International Journal of Aging & Human Development, 46 (3), 189-228.
  • Barak, B., B. Stern & S. Gould (1988). Ideal Age Concepts: An Exploration in M. J. Houston (ed). Advances in Consumer Research, Vol 15. Ann Arbor: Association of Consumer Research, 146-152. Barak, B., B. Stern, & S. Gould (1987) Sexual Identity Scale: A New Self-Assessment Measure. Sex Roles. 17 (9/10), 503-519.
  • Barak, B. & L. G. Schiffman (1981). Cognitive Age: A Nonchronological Age Variable. In Advances in Consumer Research, Vol. 8, K.B. Monroe, (ed), Ann Arbor: Association of Consumer Research, 602- 606.


  • Cross-Cultural Age and Fashion Surveys in Africa, Asia, Europe, and the U.S.
  • Cross-Cultural consideration of Religiosity Dimensions in Consumer Behavior
  • Cross-Cultural Inner-Age and Sexuality roles
  • Development of new survey measures concerned with aspects of self-perceived and ideal age, perceived youth, and religiosity.

Awards & Honors

2004 & 2011
Distinguished Teaching Award - Zarb School of Business, Hofstra University

Graduate Teaching Fellow: Graduate School & Center – City University of N.Y.

Doctoral Research Fellowship, Bernard M. Baruch College, C.U.N.Y.

Fellow of the American Marketing Association Doctoral Consortium, University of Oregon, Eugene

Professional Background

International and professional background includes having lived five years or longer in Indonesia, the Netherlands and Israel. Fluency in Dutch, English, French, German and Hebrew, helped gain international non-academic experience during service in the Israeli Defense Force (I.D.F.) in the 1960s. Noteworthy was duty from 1964 to 1967 as an Israeli military diplomat representing Israel as a Lieutenant serving as Junior Delegate to the Mixed Armistices of Israel & Lebanon, as well as of Israel and Syria. Service as the junior public relations officer for Israel's military spokesman during the six-day war represented relevant marketing experienced prior to studying the subject at American universities. For instance, during and immediately after the six-day war military P.R. activities focused on providing proper guidance and help to important guess of the I.D.F.

Additional non-academic experience occurred in 1975/76 after having obtained an M.B.A. in New York and involved employment as a market researcher tasked with assessing potential global phosphate markets for a major Israeli exporter, Negev Phosphates Inc., in Tel Aviv, Israel.

Academic career includes teaching at Rutgers University (University College) from 1976 to 1982, City University of New York (Bernard M. Baruch College) from 1982 to 1985, and Hofstra University (Zarb School of Business) as of 1985. Served as Chair of the Department of Marketing & International Business for two decades from 1992 to 2012.

Teaching Interests

International Marketing (MKT170)

Research Interests

Cross cultural research of age and sex roles as well as the association between religiosity and consumer behavior across the world.

Recent Courses Taught

Course Title Level
Photo of Benny Barak

Weller Hall 103
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