A new case study, authored by Professor Bernd Schmitt, examines Samsung's launch of the 2View camera: the first point-and-shoot camera with a display screen on both sides. Schmitt explores both the customer insights that led to this innovation as well as how the 2View is emblematic of Samsung's drive to transform itself from a purely engineering-driven company to a consumer-driven company as well.
David Rogers, Executive Director of the Center on Global Brand Leadership at Columbia Business School, was given the prestigious "Brand Leadership Award" at the 18th annual World Brand Congress held on November 4th & 5th in Mumbai India. Rogers also served as Keynote Speaker at the event, which had the theme "Brands - Recharge, Innovate, Re-engage in Today's Times."
Corporate Social Responsibility (CSR) initiatives which at one time helped companies to differentiate themselves are now expected practices, and distinguishing a company through "green initiatives" is a particularly high hurdle. A new case study co-authored by Columbia Professor Bernd Schmitt examines how these familiar challenges are impacting the Yuhan-Kimberly Corporation (Y-K), and what strategies the company is considering in response.
The Brand Research Center of Shanghai Jiaotong University is the first of its kind in China ever established by an academic institution.