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Current Research Projects

Marketing Measurement in Transition

The Center on Global Brand Leadership and the New York American Marketing Association released the Marketing ROI in the Era of Big Data study as part of the BRITE '12 conference. Click here for more information and to download the report.

Contact Center Impacts

The Center has been awarded a seed grant to launch interdisciplinary research on contact center management, involving faculty from the Marketing and Decisions, Risk, and Operations divisions. This project will utilize data from one of the world’s leading call center companies.

Advertising Effectiveness

A consumer packaged goods company has provided the Center with data to assess the impact of advertising on consumer brand recall and associations.


Please contact Matthew Quint for more information about these projects and to find out how your company can contribute to the Center’s research program.

Contact Us

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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Prof. Schmitt comments on the scrutiny of the Hillary Clinton logo

Watch David Bell, author of Location is (Still) Everything, on How the Offline World Affects Ecommerce from BRITE '15

Read about how Using Data to Create Meaningful Relationships emerged as a BRITE '15 theme

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


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