Professor Bernd Schmitt to Head New Institute on Asian Consumer Insights
New York, NY, August 1, 2011 – 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.
This research center is co-funded by Singapore’s Economic Development Board (EDB) and NTU – up to SGD$77 million over five years – and aims to be the thought leader in understanding pan-Asian consumer needs, wants, and preferences. It will conduct research and education programs to help firms innovate their brands, products and services to meet the needs and aspirations of consumers across the region. Plans for the Institute’s education programs include postgraduate degrees, executive development programs, and academic and practical research projects on the similarities and differences among Asian consumers.
Reflecting on the appointment, Professor Schmitt stated, "I am looking forward to building this new research center which will create relevant links between academic theory and the practice of marketing and product innovation. It will be an exciting interdisciplinary effort which will establish new models and best practices to understand the Asian consumer inside and out."
NTU President Bertil Andersson said, "ACI is an exciting partnership between NTU and the EDB that will establish Singapore as the go-to source for Asian consumer insight. Singapore's multi-cultural environment and strategic location in the heart of Asia will allow us to gain a better understanding of what drives Asian consumers, and how their unique tastes and cultures impact buying decisions."
Professor Schmitt will remain a faculty member of Columbia Business School, coming back to New York to teach his Managing Brands, Identities and Experiences course in a concentrated, one-week schedule. He will also continue as the faculty director of the Center on Global Brand Leadership during this two-year leave of absence, and expects to establish projects that bridge Columbia Business School and his exciting new work at NTU.
Bernd Schmitt is the Faculty Director of Columbia Business School's Center on Global Brand Leadership and the Robert D. Calkins Professor of International Business. He is widely recognized for his major contributions to branding, marketing, and management through his unique focus on creativity, innovation, and the customer experience. He has authored or co-authored seven books which have been translated into 20 languages, including Experiential Marketing (1999), Customer Experience Management (2003), and Big Think Strategy (2007).
TheCenter on Global Brand Leadership at Columbia Business School, established in 1999, is the leading forum worldwide for executives and researchers addressing the challenges of building and sustaining strong brands. The Center provides today's leaders with innovative branding solutions and a global perspective through a network of partner centers at leading schools in China, Germany, Korea, Spain, and Singapore.
Center on Global Brand Leadership: www.globalbrands.org
Program Coordinator, Center on Global Brand Leadership
Columbia Business School