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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.
A consumer packaged goods company has provided the Center with data to assess the impact of advertising on consumer brand recall and associations.
The Healthy Eating Experience Project (HEEP)
Conducted by the Center in partnership with McGill University’s World Platform for Health and Economic Convergence, HEEP is a global research initiative that seeks to identify new opportunities for businesses and policymakers to promote healthy eating. HEEP will work to understand the consumer experience of healthy eating in order to develop ideas for new food products, brands, and policy initiatives that deliver better health outcomes and financial gain for business, consumers, and healthcare systems.
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.
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.
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
The Center on Global Brand Leadership
Columbia Business School
Uris Hall, Room 2M3
New York, NY 10027
Phone: (212) 854-0659
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Download our Study
Showrooming and the Rise of the Mobile-Assisted Shopper