Bernd Schmitt
Robert D. Calkins Professor of International Business
Marketing
Faculty Director
Center on Global Brand Leadership
Diplom, University of Heidelberg, 1984; PhD, Cornell, 1988
Joined CBS in 1988
Office:
510
Uris
Phone:
212-854-3468
E-mail:
bhs1@gsb.columbia.edu
Curriculum Vitae
Biography
Professor Schmitt researches, teaches, and advises corporations on branding, innovation, creative strategy, and customer experience management. Schmitt's books include (among others) Happy Customers Everywhere, Big Think Strategy, Customer Experience Management, Experiential Marketing, which have been translated into more than 20 languages. He teaches the course Managing Brands, Identity and Experiences, and won an award for innovation in the classroom for the course Corporate Creativity. He has also taught several other courses including Market Innovation, Consumer Behavior, Advertising Management, Nonprofit Marketing, Luxury Goods Marketing as well as the Marketing core course. He has held visiting appointments in China, Germany, Poland, South Korea, and Singapore. Schmitt's research focuses on consumer perceptions of innovations (for example, robots), experiential marketing, brand management and international business. His research has been published in leading marketing and psychology journals including Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Personality and Social Psychology, and Journal of Experimental Psychology: Applied.
Teaching
Fall 2019
International Seminar: Munich
(EMBA)
Smarter Worlds
(EMBA)
Spring 2019
NYC Immersion Seminar: Branding in the Arts
(MBA)
Managing Brands, Identity & Experience
(MBA)
Smarter Worlds
(MBA)
Fall 2018
International Seminar: Munich
(EMBA)
(PhD) Consumer Behavior I: Information Processing, Memory & Attitudes
(PHD)
Spring 2018
NYC Immersion Seminar: Branding in the Arts
(MBA)
Managing Brands, Identity & Experience
(MBA)
Fall 2017
International Seminar: Munich
(EMBA)
Spring 2017
NYC Immersion Seminar: Branding in the Arts
(MBA)
Managing Brands, Identity & Experience
(MBA)
Fall 2016
(PhD) Consumer Behavior I: Information Processing, Memory & Attitudes
(PHD)
International Seminar: Munich
(EMBA)
Marketing Strategy
(EMBA)
Spring 2016
Independent Study - 3 credits
(MBA)
NYC Immersion Seminar: Branding in the Arts
(MBA)
Managing Brands, Identity & Experience
(MBA)
Fall 2015
Independent Study - 3 credits
(MBA)
Independent Study - 1.5 credits
(MBA)
International Seminar: Munich
(EMBA)
Summer 2015
Independent Study - 3 credits
(MBA)
Independent Study - 1.5 credits
(MBA)
Spring 2015
Independent Study - 3 credits
(MBA)
Managing Brands, Identity & Experience
(MBA)
Immersion Seminar: Experience Brand Cultures
(MBA)
Columbia Caseworks cases
SAP: Building a Leading Technology Brand (Case A) (Chinese Translation)
(2009)
Coauthor(s): Bernd Schmitt
Samsung's Next Frontier (Chinese Translation)
(2010)
Coauthor(s): Bernd Schmitt
Samsung's Next Frontier
(2010)
Coauthor(s): Bernd Schmitt
SAP: Building a Leading Technology Brand (A and B)
(2009)
Coauthor(s): Bernd H. Schmitt, David Rogers
Yuhan Kimberly: "Keep Korea Green"
(2009)
Coauthor(s): Bernd Schmitt, Dae Ryun Chang
Seoul Philharmonic Orchestra
(2008)
Coauthor(s): Hun-Joon Park, Bernd Schmitt
Research
Journal articles
Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries
In Journal of Marketing
(forthcoming)
Coauthor(s): Vanitha Swaminathan, Alina Sorescu, Jan-Benedict E.M. Steenkamp, Thomas Clayton Gibson O'Guinn, Bernd Schmitt
Human or Robot? Consumer Responses to Radical Cognitive Enhancement Products
In Journal of the Association for Consumer Research
(2019)
Coauthor(s): Noah Castelo, Bernd Schmitt, Miklos Sarvary
Eliza in the Uncanny Valley: Anthropomorphizing Consumer Robots Increases Their Perceived Warmth but Decreases Liking
In Marketing Letters
(2019)
Coauthor(s): S.Y. Kim, Bernd Schmitt
From Atoms to Bits and Back: A Research Curation on Digital Technology and Agenda for Future Research
In Journal of Consumer Research
(2019)
Coauthor(s): Bernd Schmitt
Personalizing the Customization Experience: A Matching Theory of Mass Customization Interfaces and Cultural Information Processing
In Journal of Marketing Research
(2019)
Coauthor(s): Emanuel de Bellis, Claudius Hildebrand, K. Ito, A. Herrmann, Bernd Schmitt
The New "Wave" in Studying Asian Consumers and Markets
In Marketing Letters
(2015)
Coauthor(s): Bernd Schmitt
From experiential psychology to consumer experience
In Journal of Consumer Psychology
(2015)
Coauthor(s): Bernd Schmitt, J. Josko Brakus, Lia Zarantonello
The current state and future of brand experience
In Journal of Brand Management
(2014)
Coauthor(s): J. Josko Brakus, Bernd Schmitt, Lia Zarantonello
Experiential Product Attributes and Preferences for New Products: The Role of Processing Fluency
In Journal of Business Research
(2014)
Coauthor(s): J. Josko Brakus, Bernd Schmitt, Shi Zhang
How to Advertise and Build Brand Knowledge Globally: Comparing Television Advertising Appeals across Developed and Emerging Economies
In Journal of Advertising Research
(2014)
Coauthor(s): Lia Zarantonello, Bernd Schmitt, Kamel Jedidi
How to Advertise and Build Brand Knowledge Globally: Comparing Television Advertising Appeals across Developed and Emerging Economies
In Journal of Advertising Research
(2014)
Coauthor(s): Lia Zarantonello, Bernd Schmitt, Kamel Jedidi
Introduction to Theory and Practice
In Marketing Science
(2014)
Coauthor(s): Hanssens Gupta, John Hauser, Donald Lehmann, Bernd Schmitt
The consumer psychology of customer-brand relationships: Extending the AA Relationship model
In Journal of Consumer Psychology
(2013)
Coauthor(s): Bernd Schmitt
Functional and Experiential Routes to Persuasion: An Analysis of Advertising in Emerging vs. Developed Markets
In International Journal of Research in Marketing
(2013)
Coauthor(s): Lia Zarantonello, Kamel Jedidi, Bernd Schmitt
Consumer Experience and Experiential Marketing: A Critical Review
In Review of Marketing Research
(2013)
Coauthor(s): Bernd Schmitt, Lia Zarantonello
Marketing Function and Form: How Functionalist and Experiential Architectures Affect Corporate Brand Personality
In International Journal of Research in Marketing
(2013)
Coauthor(s): U Raffelt, Bernd Schmitt, Alan Meyer
The Impact of Event Marketing on Brand Equity: The Mediating Roles of Brand Experience and Brand Attitude
In International Journal of Advertising
(2013)
Coauthor(s): Lia Zarantonello, Bernd Schmitt
Selecting the right brand name: An examination of tacit and explicit linguistic knowledge in name translations
In Journal of Brand Management
(2012)
Coauthor(s): Bernd Schmitt, Shi Zhang
The consumer psychology of brands
In Journal of Consumer Psychology
(2012)
Coauthor(s): Bernd Schmitt
Experience Marketing: Concepts, Frameworks and Consumer Insights
In Foundations and Trends in Marketing
(2011)
Coauthor(s): Bernd Schmitt
Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?
In Journal of Marketing
(2009)
Coauthor(s): Bernd Schmitt, J. Josko Brakus, Lia Zarantonello
Activating Sound and Meaning in Brand Name Evaluations: The Role of Language Proficiency in Bilinguals' Differential Processing
In Journal of Consumer Research
(2004)
Coauthor(s): Shi Zhang, Bernd Schmitt
Building strong brands in Asia: Selecting the visual components of image to maximize brand strength
In International Journal of Research in Marketing
(2003)
Coauthor(s): P. Henderson, J. Cote, S. Leong, Bernd Schmitt
Creating Local Brands in Multilingual International Markets
In Journal of Marketing Research
(2001)
Coauthor(s): Bernd Schmitt, Shi Zhang
Culture-dependent assimilation and differentiation of the self: Preferences for consumption symbols in the United States and China
In Journal of Cross-Cultural Psychology
(2001)
Coauthor(s): J. Aaker, Bernd Schmitt
Books
The changing face of the Asian consumer: Insights and strategies for Asian markets
(2013)
Coauthor(s): Bernd Schmitt
Happy customers everywhere: How your business can benefit from the insights of positive psychology
(2012)
Coauthor(s): Bernd Schmitt
Handbook on Brand and Experience Management
(2009)
Coauthor(s): Bernd Schmitt
Big Think Strategy: How to Leverage Bold Ideas and Leave Small Thinking Behind.
(2007)
Coauthor(s): Bernd Schmitt
Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers.
(2003)
Coauthor(s): Bernd Schmitt
There's No Business That's Not Show Business: Marketing in an Experience Culture
(2003)
Coauthor(s): Bernd Schmitt, Karen Vrotsos
Build your own garage: Blueprints and tools to unleash your company's hidden creativity
(2001)
Coauthor(s): Bernd Schmitt, Laura Brown
Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands
(1999)
Coauthor(s): Bernd Schmitt
Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image
(1997)
Coauthor(s): Bernd Schmitt, Alex Simonson
Chapters
Why the Asian consumer?
In The Psychology of Asian Consumers
(2014)
Coauthor(s): Bernd Schmitt
Brand Identity: Brand Naming Process and Brand Linguistics in an International Context
In Next Practices in Marketing: Brand Management
(2012)
Coauthor(s): Bernd Schmitt, Shu Zhang
Brand Experience: Managerial Applications of a New Consumer Psychology Concept
In Cracking the Code
(2011)
Coauthor(s): J. Josko Brakus, Bernd Schmitt, Lia Zarantonello
Bridging Theory and Practice: A Conceptual Model of Relevant Research
In Cracking the Code: Leveraging Consumer Psychology to Drive Profitability
(2011)
Coauthor(s): Bernd Schmitt
Managing a customer experience project
In Customer experience management: Lessons and insights for the cable industry
(2010)
Coauthor(s): Bernd Schmitt
Consumer cognition across cultures
In The SAGE handbook of international marketing
(2009)
Coauthor(s): Bernd Schmitt, Nader Tavassoli
Strategic corporate re-branding
In Contemporary Thoughts on Corporate Branding and Corporate Identity Management
(2008)
Coauthor(s): Patrick Cettier, Bernd Schmitt
Phonology and semantics in international marketing: What brand name translations tell us about consumer cognition
In Psycholinguistic phenomena in marketing communications
(2006)
Coauthor(s): Shi Zhang, Bernd Schmitt
Competitive advantage through customer experience management
In Customer experience management. concepts and applications
(2005)
Coauthor(s): Bernd Schmitt
From image to experience
In Images and the psychology of marketing communciation
(2005)
Coauthor(s): Bernd Schmitt
Experience with the customer
In Next generation business handbook
(2004)
Coauthor(s): Bernd Schmitt
Customer experience management: Erfahrungen gestalten und Kundennutzen schaffen
In Total Customer Experience Management: Kundennutzen umfassend erlebbar machen!
(2003)
Coauthor(s): Bernd Schmitt
From traditional features-and-benefits marketing to experiential marketing
In Handbook of research in international marketing
(2003)
Coauthor(s): Bernd Schmitt
Language and culture: a new approach to consumer behavior in international marketing research
In State of the art in research in international marketing
(2003)
Coauthor(s): Shi Zhang, Bernd Schmitt, Hillary Haley
Linguistic Effects on Consumer Behavior in International Marketing Research
In Handbook of Research in International Marketing
(2003)
Coauthor(s): Shi Zhang, Bernd Schmitt, Hillary Haley
Branding puts a high value on reputation management
In Mastering Risk
(2001)
Coauthor(s): Bernd Schmitt
Web-only articles
Visual Identity and Experience Dimensions in the International Luxury Hotel Industry
In Chazen Web Journal of International Business
(2005)
Coauthor(s): Bernd Schmitt
Case studies
Samsung's Next Frontier
(2010)
Coauthor(s): Bernd Schmitt
Ideas and Insights
In The Media
Wells Fargo’s Mea Culpa: How to Lead Change after a Scandal
Visit Times Square? These Projects Want You to Experience It
Would You Eat Your Water Bottle If that Would Save the Planet?
What United Airlines Must Do after PR Nightmare to Win Back Customers
Why Engagement Is the Key to Turning Customers into Promoters