Center Study Finds Marketers Struggle with the Big Data and Digital Tools of Today
At Columbia Business School??s annual BRITE conference March 5 (http://briteconference.com), Columbia Business School??s Center on Global Brand Leadership and the New York American Marketing Association (NYAMA) unveiled the first BRITE??NYAMA Marketing Measurement in Transition Study. The study surveyed senior marketing executives from large corporations in order to gain a better understanding of changing practices in the following areas: data collection and usage, marketing measurement and ROI, and the integration of digital and traditional marketing.
Professor Bernd Schmitt to Head New Institute on Asian Consumer Insights
Professor Bernd Schmitt, Faculty Director of the Center on Global Brand Leadership at Columbia Business School, has begun a two-year visiting position at Nanyang Technological University (NTU) to head the brand new national Institute on Asian Consumer Insight (ACI) in Singapore, which will give vital insights into Asian consumers and establish Singapore as a pan-Asian consumer research hub.
Case Study: Samsung's Next Frontier
A new case study, authored by Professor Bernd Schmitt, examines Samsung's launch of the 2View camera: the first point-and-shoot camera with a display screen on both sides. Schmitt explores both the customer insights that led to this innovation as well as how the 2View is emblematic of Samsung's drive to transform itself from a purely engineering-driven company to a consumer-driven company as well.
Case Study: How Much are adidas's Three Stripes Worth?
There is a saying that tigers cannot change their stripes, but in 2006, Payless ShoeSource learned the hard way that it had to change its own stripes. A new case study authored by Professor Michel Tuan Pham of Columbia Business School explains how premium brand adidas proved in court that discount retailer Payless was confusing shoppers with two- and four-stripe ??knock-offs? of adidas?? signature three-stripe sneaker.In the groundbreaking ruling, Payless was found guilty of both trademark infringement and dilution, and adidas was awarded over $300 million in restitution by the jury.
Case Study: How Much are adidas's Three Stripes Worth?
There is a saying that tigers cannot change their stripes, but in 2006, Payless ShoeSource learned the hard way that it had to change its own stripes. A new case study authored by Professor Michel Tuan Pham of Columbia Business School explains how premium brand adidas proved in court that discount retailer Payless was confusing shoppers with two- and four-stripe "knock-offs" of adidas' signature three-stripe sneaker.In the groundbreaking ruling, Payless was found guilty of both trademark infringement and dilution, and adidas was awarded over $300 million in restitution by the jury.
David Rogers honored with Brand Leadership Award at the World Brand Congress
David Rogers, Executive Director of the Center on Global Brand Leadership at Columbia Business School, was given the prestigious "Brand Leadership Award" at the 18th annual World Brand Congress held on November 4th & 5th in Mumbai India. Rogers also served as Keynote Speaker at the event, which had the theme "Brands - Recharge, Innovate, Re-engage in Today's Times."
Case Study: The Rise of Wegelin & Co., Switzerland's Oldest Bank
A new case study co-authored by Professor Bernd Schmitt examines how Wegelin & Co., a Swiss bank that has reached star status within its region and industry, faces difficult expansion decisions as it looks towards the future.
Yuhan-Kimberly Seeks to Breathe Life into Its Tired CSR Program
Corporate Social Responsibility (CSR) initiatives which at one time helped companies to differentiate themselves are now expected practices, and distinguishing a company through "green initiatives" is a particularly high hurdle. A new case study co-authored by Columbia Professor Bernd Schmitt examines how these familiar challenges are impacting the Yuhan-Kimberly Corporation (Y-K), and what strategies the company is considering in response.
BRITE '08 conference: branding + innovation + technology
The Center on Global Brand Leadership at Columbia Business School will host the 2008 BRITE conference on branding, innovation, and technology. The conference will take place February 7-8, 2008 at Columbia University in New York City.
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