Book: The Changing Face of the Asian Consumer
How can you grow your business in Asia?
In his latest book, Faculty Director Prof. Bernd Schmitt, presents key insights on the Asian marketplace and strategies to help companies navigate Asia’s complex landscape.
With the rapid rise in smartphone penetration, consumers can now browse a store’s aisles with the internet immediately available in their purse or pocket. As a result, retailers and investors have expressed growing alarm that "showrooming" will drive more and more customers to leave stores without a trip to the cash register. Sign-up below to immediately download the Columbia Business School-Aimia Showrooming and the Rise of the Mobile-Assisted Shopper research report and learn more about who these mobile-assisted shoppers ("M-Shoppers”) are, how they are using their devices in stores, what motivates their decisions to buy online vs. in-store, and what strategies retailers and brands should be thinking about to drive their purchasing behaviors.
The Center on Global Brand Leadership
Columbia Business School
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Phone: (212) 854-0659
Learn more and join our new Executive Education program on Brand Leadership: Strategy, Management, and Performance | November 3-5, 2014
Kate Spade New York CMO on building brand voice from BRITE '14
We are pleased to welcome Prof. Michel Tuan Pham as our new Research Director!
Read Run Marketing as a Business, our new case study on SAP
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Showrooming and the Rise of the Mobile-Assisted Shopper