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Research Highlights

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Showrooming and the Rise of the
Mobile-Assisted Shopper:
  By Matthew Quint, David Rogers, and Rick Ferguson

The Columbia Brand Center and Aimia surveyed 3,000 leading-edge consumers ("M-Shoppers") in 3 countries, who represent the "omni-channel" future of retail to discover how smartphones assist their in-store shopping:

  • 21% of consumers are M-Shoppers: using mobile devices to asisst in-store shopping
  • Mobile devices can actually improve the chances of an in-store purchase
  • Price isn’t always the most important factor in consumer decisions to "showroom"



Run Marketing as a Business:
The Transformation of SAP Marketing
  By Matthew Quint

Like many businesses, technology-leader SAP faced major challenges at the turn of the last decade. Competition in the IT sector was evolving to be leaner and more targeted. Customers were becoming more knowledgeable, demanding, and price sensitive. SAP's image was quickly becoming outdated, and there was a growing rift between employees and upper management that threatened to pull the organization apart. This case study delves into how SAP's leadership worked to reinvigorate the company and how SAP Marketing evolved into a department focused on culture and ROI-driven results.

In order to bring SAP technology to 1 billion people, SAP Marketing needed to revamp the way SAP branded itself. CMO Jonathan Becher began driving a new platform that leveraged the art and science of marketing. "Think business first, marketing second. From that comes a mantra that marketing is a business, not just a division that supports a business."

>> DOWNLOAD Run Marketing as a Business Part I and Part II.


Marketing ROI
in the Era of Big Data
  by David Rogers and Prof. Don Sexton

The Center surveyed over 250 senior marketing executives as part of its first annual BRITE-NYAMA Marketing Measurement in Transition Study and released a report with three main findings:

  • The failure of big data for marketing
  • Marketers are quick to adopt the newest digital tools, but struggle to measure them
  • ROI - marketers know they need it, but cannot agree on its meaning and implementation

Download the full report which also includes 5 leadership imperatives for marketing ROI.



Happy Customers Everywhere
  By Prof. Bernd Schmitt

Drawing on the latest research in the exploding field of positive psychology, Schmitt's latest book released this summer offers three unique approaches any business can use to turning a casual customer into a committed fan:

  • The Feel-Good Method: Use the experience of pleasure and positive emotion to hook new customers
  • The Values-and-Meaning Method: Attract passionate customers by appealing to their core values
  • The Engagement Method: Immerse customer in a new and engaging experience

In Happy Customers Everywhere, Schmitt shows marketers, brand managers, and entrepreneurs how to design an authentic and successful campaign that will reach, grow, and sustain a devoted base of customers.



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The Center on Global Brand Leadership
Columbia Business School
Uris Hall, Room 2M3
3022 Broadway
New York, NY 10027
Phone: (212) 854-0659

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Registration is now open! Join us on March 2-3 for the BRITE '15 conference: brands, innovation, technology

Kate Spade New York CMO on building brand voice from BRITE '14

Learn more and join our new Executive Education program on Brand Leadership: Strategy, Management, and Performance | May 18-20, 2015

Read Run Marketing as a Business, our new case study on SAP


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.

More info