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  1. Directory
  2. Faculty
  3. Bernd Schmitt

Bernd Schmitt

Robert D. Calkins Professor of International Business
Marketing Division
Faculty Director
Center on Global Brand Leadership
Bernd Schmitt
Areas of Expertise
Brand and Product Management, Consumer Behavior, Marketing
Contact
Office: 971 Kravis
E-mail: [email protected]
Links
Curriculum Vitae

Professor Schmitt is Robert D. Calkins Professor of International Business at Columbia Business School. He researches, teaches, and advises corporations on branding, innovation, creative strategy, and customer experience.

Schmitt is the Editor-in-Chief of the Journal of Consumer Research and co-founder of TPM (Theory and Practice in Marketing). He has authored and co-authored more than 70 academic articles in 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. His research focuses on consumer behavior, innovation, experiential marketing, and brand management. Schmitt's books include (among others) Happy Customers Everywhere, Big Think Strategy, Customer Experience Management, and Experiential Marketing, which have been translated into more than 20 languages. As of March 2021, his work has received close to 30,000 citations in Google Scholar.

He won an award for innovation in the classroom for the course Corporate Creativity. At Columbia Business School, 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 (among others). He has held visiting appointments in China, Germany, Hong Kong, Poland, South Korea, and Singapore.

Education
Diplom, University of Heidelberg, 1984; PhD, Cornell, 1988
Joined CBS
1988

All Activities

  • Research
  • Teaching
  • Awards and Honors
  • Press
  • CaseWorks
  • Journal articles
  • Working papers
  • Articles
  • Books
  • Chapters
Journal Article
Clegg, M., R. Hofstetter, E. DeBellis, and Bernd Schmitt
. “Unveiling the mind of the machine.”
Journal of Consumer Research
vol.
51
, no.
2
(August 01, 2024):
342
-
361
. doi:
https://doi.org/10.1093/jcr/ucad075
Explore Further about Unveiling the mind of the machine
Journal Article
Sarstedt, M., S. Adler, L. Rau, and Bernd Schmitt
. “Using large language models to generate silicon samples in consumer and marketing research: Challenges, opportunities, and guidelines. .” vol.
41
, no.
6
(February 10, 2024):
1254
-
1270
. doi:
https://doi.org/10.1002/mar.21982
Explore Further about Using large language models to generate silicon samples in consumer and marketing research: Challenges, opportunities, and guidelines.
Journal Article
Schmitt, Bernd, Joško Brakus, and Alessandro Biraglia
. “Consumption Ideology.”
Journal of Consumer Research
vol.
49
, no.
1
(August 27, 2021):
74
-
95
. doi:
https://doi.org/10.1093/jcr/ucab044
Explore Further about Consumption Ideology
Download PDF on Consumption Ideology
Journal Article
Jedidi, Kamel, Bernd Schmitt , Malek Ben Sliman , and Yanyan Li
. “R2M Index 1.0: Assessing the Practical Relevance of Academic Marketing Articles.”
Journal of Marketing
vol.
85
, no.
5
(June 10, 2021):
22
-
41
. doi:
https://doi.org/10.1177/00222429211028145
Explore Further about R2M Index 1.0: Assessing the Practical Relevance of Academic Marketing Articles
Journal Article
Hoyer, Wayne D., Mirja Kroschke, Bernd Schmitt , Karsten Kraume, and Venkatesh Shankar
. “Transforming the Customer Experience through New Technologies.”
Journal of Interactive Marketing
vol.
51
, no.
1
(August 01, 2020):
57
-
71
. doi:
https://doi.org/10.1016/j.intmar.2020.04.001
Explore Further about Transforming the Customer Experience through New Technologies
Journal Article
Swaminathan, Vanitha, Alina Sorescu, Jan-Benedict E.M. Steenkamp, Thomas Clayton Gibson O'Guinn, and Bernd Schmitt
. “Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries.”
Journal of Marketing
vol.
84
, (January 01, 2020):
24
-
46
.
Explore Further about Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries
Journal Article
Schmitt, Bernd
. “Speciesism: An Obstacle to AI and Robot Adoption.”
Marketing Letters
vol.
31
, (January 01, 2020):
3
-
6
.
Explore Further about Speciesism: An Obstacle to AI and Robot Adoption
Journal Article
Castelo, Noah, Bernd Schmitt , and Miklos Sarvary
. “Human or Robot? Consumer Responses to Radical Cognitive Enhancement Products.”
Journal of the Association for Consumer Research
vol.
4
, (July 01, 2019):
217
-
230
.
Explore Further about Human or Robot? Consumer Responses to Radical Cognitive Enhancement Products
Journal Article
Kim, S.Y. and Bernd Schmitt
. “Eliza in the Uncanny Valley: Anthropomorphizing Consumer Robots Increases Their Perceived Warmth but Decreases Liking.”
Marketing Letters
vol.
30
, (March 01, 2019):
1
-
12
.
Explore Further about Eliza in the Uncanny Valley: Anthropomorphizing Consumer Robots Increases Their Perceived Warmth but Decreases Liking
Journal Article
de Bellis, Emanuel, Claudius Hildebrand, K. Ito, A. Herrmann, and Bernd Schmitt
. “Personalizing the Customization Experience: A Matching Theory of Mass Customization Interfaces and Cultural Information Processing.”
Journal of Marketing Research
vol.
56
, (January 01, 2019):
1050
-
1065
.
Explore Further about Personalizing the Customization Experience: A Matching Theory of Mass Customization Interfaces and Cultural Information Processing
Journal Article
Schmitt, Bernd
. “From Atoms to Bits and Back: A Research Curation on Digital Technology and Agenda for Future Research.”
Journal of Consumer Research
vol.
46
, (January 01, 2019):
825
-
832
.
Explore Further about From Atoms to Bits and Back: A Research Curation on Digital Technology and Agenda for Future Research
Journal Article
Schmitt, Bernd
. “The New "Wave" in Studying Asian Consumers and Markets.”
Marketing Letters
vol.
26
, (September 01, 2015):
261
-
264
.
Explore Further about The New "Wave" in Studying Asian Consumers and Markets
Journal Article
Schmitt, Bernd, J. Josko Brakus, and Lia Zarantonello
. “From experiential psychology to consumer experience.”
Journal of Consumer Psychology
vol.
25
, (January 01, 2015):
166
-
171
.
Explore Further about From experiential psychology to consumer experience
Journal Article
Brakus, J. Josko, Bernd Schmitt , and Lia Zarantonello
. “The current state and future of brand experience.”
Journal of Brand Management
vol.
21
, (December 01, 2014):
727
-
733
.
Explore Further about The current state and future of brand experience
Journal Article
Zarantonello, Lia, Bernd Schmitt , and Kamel Jedidi
. “How to Advertise and Build Brand Knowledge Globally: Comparing Television Advertising Appeals across Developed and Emerging Economies.”
Journal of Advertising Research
vol.
54
, (January 01, 2014):
420
-
434
.
Explore Further about How to Advertise and Build Brand Knowledge Globally: Comparing Television Advertising Appeals across Developed and Emerging Economies
Journal Article
Zarantonello, Lia, Bernd Schmitt , and Kamel Jedidi
. “How to Advertise and Build Brand Knowledge Globally: Comparing Television Advertising Appeals across Developed and Emerging Economies.”
Journal of Advertising Research
vol.
December
, (January 01, 2014):
1
-
15
.
Explore Further about How to Advertise and Build Brand Knowledge Globally: Comparing Television Advertising Appeals across Developed and Emerging Economies
Download PDF on How to Advertise and Build Brand Knowledge Globally: Comparing Television Advertising Appeals across Developed and Emerging Economies
Journal Article
Gupta, Hanssens, John Hauser, Donald Lehmann , and Bernd Schmitt
. “Introduction to Theory and Practice.”
Marketing Science
vol.
33
, (January 01, 2014):
1
-
5
.
Explore Further about Introduction to Theory and Practice
Journal Article
Brakus, J. Josko, Bernd Schmitt , and Shi Zhang
. “Experiential Product Attributes and Preferences for New Products: The Role of Processing Fluency.”
Journal of Business Research
vol.
67
, (January 01, 2014):
2291
-
2298
.
Explore Further about Experiential Product Attributes and Preferences for New Products: The Role of Processing Fluency
Journal Article
Schmitt, Bernd
. “The consumer psychology of customer-brand relationships: Extending the AA Relationship model.”
Journal of Consumer Psychology
vol.
23
, (April 01, 2013):
249
-
252
.
Explore Further about The consumer psychology of customer-brand relationships: Extending the AA Relationship model
Journal Article
Zarantonello, Lia, Kamel Jedidi , and Bernd Schmitt
. “Functional and Experiential Routes to Persuasion: An Analysis of Advertising in Emerging vs. Developed Markets.”
International Journal of Research in Marketing
vol.
30
, (March 01, 2013):
46
-
56
.
Explore Further about Functional and Experiential Routes to Persuasion: An Analysis of Advertising in Emerging vs. Developed Markets
Download PDF on Functional and Experiential Routes to Persuasion: An Analysis of Advertising in Emerging vs. Developed Markets
Journal Article
Zarantonello, Lia and Bernd Schmitt
. “The Impact of Event Marketing on Brand Equity: The Mediating Roles of Brand Experience and Brand Attitude.”
International Journal of Advertising
vol.
32
, (January 01, 2013):
255
-
280
.
Explore Further about The Impact of Event Marketing on Brand Equity: The Mediating Roles of Brand Experience and Brand Attitude
Download PDF on The Impact of Event Marketing on Brand Equity: The Mediating Roles of Brand Experience and Brand Attitude
Journal Article
Schmitt, Bernd and Lia Zarantonello
. “Consumer Experience and Experiential Marketing: A Critical Review.”
Review of Marketing Research
vol.
10
, (January 01, 2013):
25
-
61
.
Explore Further about Consumer Experience and Experiential Marketing: A Critical Review
Journal Article
Raffelt, U, Bernd Schmitt , and Alan Meyer
. “Marketing Function and Form: How Functionalist and Experiential Architectures Affect Corporate Brand Personality.”
International Journal of Research in Marketing
vol.
30
, (January 01, 2013):
201
-
210
.
Explore Further about Marketing Function and Form: How Functionalist and Experiential Architectures Affect Corporate Brand Personality
Journal Article
Schmitt, Bernd
. “The consumer psychology of brands.”
Journal of Consumer Psychology
vol.
22
, (January 01, 2012):
7
-
17
.
Explore Further about The consumer psychology of brands
Journal Article
Esch, F., T. Moll, Bernd Schmitt , C. Elger, C. Neuhaus, and B. Weber
. “Brands on the brain: Do consumers use declarative information or experienced emotions to evaluate brands?”
Journal of Consumer Psychology
vol.
22
, (January 01, 2012):
75
-
85
.
Explore Further about Brands on the brain: Do consumers use declarative information or experienced emotions to evaluate brands?
Journal Article
Schmitt, Bernd and Shi Zhang
. “Selecting the right brand name: An examination of tacit and explicit linguistic knowledge in name translations.”
Journal of Brand Management
vol.
19
, (January 01, 2012):
655
-
665
.
Explore Further about Selecting the right brand name: An examination of tacit and explicit linguistic knowledge in name translations
Journal Article
Schmitt, Bernd
. “Experience Marketing: Concepts, Frameworks and Consumer Insights.”
Foundations and Trends in Marketing
vol.
5
, (January 01, 2011):
55
-
112
.
Explore Further about Experience Marketing: Concepts, Frameworks and Consumer Insights
Download PDF on Experience Marketing: Concepts, Frameworks and Consumer Insights
Journal Article
Kunz, W., Bernd Schmitt , and Alan Meyer
. “How does perceived firm innovativeness affect the consumer?”
Journal of Business Research
vol.
64
, (August 01, 2010):
816
-
822
.
Explore Further about How does perceived firm innovativeness affect the consumer?
Download PDF on How does perceived firm innovativeness affect the consumer?
Journal Article
Zarantonello, Lia and Bernd Schmitt
. “Using the brand experience scale to profile consumers and predict consumer behavior.”
Journal of Brand Management
vol.
17
, (January 01, 2010):
532
-
540
.
Explore Further about Using the brand experience scale to profile consumers and predict consumer behavior
Journal Article
Schmitt, Bernd, J. Josko Brakus, and Lia Zarantonello
. “Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?”
Journal of Marketing
vol.
73
, (May 01, 2009):
52
-
68
.
Explore Further about Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?
Download PDF on Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?
Journal Article
Van der Lans, R., J. Cote, C. Cole, S. Leong, A. Smidts, P. Henderson, C. Blumelhuber, P. Bottomley, J. Doyle, A. Fedorikhin, M. Janakiraman, B. Rameseshan, and Bernd Schmitt
. “Cross-National Logo Evaluation Analysis: An Individual-Level Approach.”
Marketing Science
vol.
28
, (January 01, 2009):
968
-
985
.
Explore Further about Cross-National Logo Evaluation Analysis: An Individual-Level Approach
Download PDF on Cross-National Logo Evaluation Analysis: An Individual-Level Approach
Journal Article
Schmitt, Bernd
. “The concept of brand experience.”
Journal of Brand Management
vol.
16
, (January 01, 2009):
417
-
419
.
Explore Further about The concept of brand experience
Journal Article
Esch, F., Bernd Schmitt , J. Redler, and T. Langner
. “The brand anchoring effect: A judgment bias arising from brand awareness and temporary accessibility.”
Psychology and Marketing
vol.
26
, (January 01, 2009):
383
-
395
.
Explore Further about The brand anchoring effect: A judgment bias arising from brand awareness and temporary accessibility
Journal Article
Sheinin, D., L. Dube, and Bernd Schmitt
. “Derivative beliefs and evaluations.”
Journal of Product and Brand Management
vol.
17
, (January 01, 2008):
453
-
462
.
Explore Further about Derivative beliefs and evaluations
Journal Article
Esch, F., T. Langner, Bernd Schmitt , and P. Geus
. “Are brands forever? How brand knowledge and relationships affect current and future purchases.”
Journal of Product and Brand Management
vol.
15
, (January 01, 2007):
98
-
105
.
Explore Further about Are brands forever? How brand knowledge and relationships affect current and future purchases
Journal Article
Zhang, Shi and Bernd Schmitt
. “Activating Sound and Meaning in Brand Name Evaluations: The Role of Language Proficiency in Bilinguals' Differential Processing.”
Journal of Consumer Research
vol.
31
, (January 01, 2004):
220
-
29
.
Explore Further about Activating Sound and Meaning in Brand Name Evaluations: The Role of Language Proficiency in Bilinguals' Differential Processing
Download PDF on Activating Sound and Meaning in Brand Name Evaluations: The Role of Language Proficiency in Bilinguals' Differential Processing
Journal Article
Henderson, P., J. Cote, S. Leong, and Bernd Schmitt
. “Building strong brands in Asia: Selecting the visual components of image to maximize brand strength.”
International Journal of Research in Marketing
vol.
20
, (January 01, 2003):
297
-
313
.
Explore Further about Building strong brands in Asia: Selecting the visual components of image to maximize brand strength
Journal Article
Schmitt, Bernd and Shi Zhang
. “Creating Local Brands in Multilingual International Markets.”
Journal of Marketing Research
vol.
XXXVIII
, (August 01, 2001):
313
-
325
.
Explore Further about Creating Local Brands in Multilingual International Markets
Download PDF on Creating Local Brands in Multilingual International Markets
Journal Article
Aaker, J. and Bernd Schmitt
. “Culture-dependent assimilation and differentiation of the self: Preferences for consumption symbols in the United States and China.”
Journal of Cross-Cultural Psychology
vol.
38
, (January 01, 2001):
561
-
576
.
Explore Further about Culture-dependent assimilation and differentiation of the self: Preferences for consumption symbols in the United States and China
Newspaper/Magazine Article
Schmitt, Bernd
. “Visual Identity and Experience Dimensions in the International Luxury Hotel Industry.”
Chazen Web Journal of International Business
. January 01, 2005.
Explore Further about Visual Identity and Experience Dimensions in the International Luxury Hotel Industry
Download PDF on Visual Identity and Experience Dimensions in the International Luxury Hotel Industry
Book
Schmitt, Bernd
. The changing face of the Asian consumer: Insights and strategies for Asian markets. 
Singapore
:
McGraw-Hill
, Forthcoming.
Explore Further about The changing face of the Asian consumer: Insights and strategies for Asian markets
Book
Schmitt, Bernd
. Happy customers everywhere: How your business can benefit from the insights of positive psychology. 
New York
:
Palgrave Macmillan
, 2012.
Explore Further about Happy customers everywhere: How your business can benefit from the insights of positive psychology
Book
Schmitt, Bernd
. Handbook on Brand and Experience Management. 
Northampton, MA
:
Edward Elgar
, 2009.
Explore Further about Handbook on Brand and Experience Management
Book
Schmitt, Bernd
. Big Think Strategy: How to Leverage Bold Ideas and Leave Small Thinking Behind. 
Massachusetts
:
Harvard Business School Press
, 2007.
Explore Further about Big Think Strategy: How to Leverage Bold Ideas and Leave Small Thinking Behind.
Book
Schmitt, Bernd
. Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers. 
New York
:
Wiley
, 2003.
Explore Further about Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers.
Book
Schmitt, Bernd and Karen Vrotsos
. There's No Business That's Not Show Business: Marketing in an Experience Culture. 
Upper Saddle River, NJ
:
FT Press
, 2003.
Explore Further about There's No Business That's Not Show Business: Marketing in an Experience Culture
Book
Schmitt, Bernd and Laura Brown
. Build your own garage: Blueprints and tools to unleash your company's hidden creativity. 
The Free Press
:
Free Press
, 2001.
Explore Further about Build your own garage: Blueprints and tools to unleash your company's hidden creativity
Book
Schmitt, Bernd
. Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. 
New York
:
Free Press
, 1999.
Explore Further about Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands
Book
Schmitt, Bernd and Alex Simonson
. Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image. 
New York
:
Free Press
, 1997.
Explore Further about Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image
Chapter
Schmitt, Bernd and Shu Zhang
. “Brand Identity: Brand Naming Process and Brand Linguistics in an International Context.” In
Next Practices in Marketing: Brand Management
, edited by
R. Srivastava & G. M. Thomas
,
Newbury Park
:
SAGE
, Forthcoming.
Explore Further about Brand Identity: Brand Naming Process and Brand Linguistics in an International Context
Chapter
Schmitt, Bernd
. “Why the Asian consumer?” In
The Psychology of Asian Consumers
, edited by
B. Schmitt and L. Lee
,
Routledge
:
Academic Press
, 2014.
Explore Further about Why the Asian consumer?
Chapter
Schmitt, Bernd
. “Bridging Theory and Practice: A Conceptual Model of Relevant Research.” In
Cracking the Code: Leveraging Consumer Psychology to Drive Profitability
, edited by
Steve Posavac
,
Armonk, NY
:
M.E. Sharpe
, 2011.
Explore Further about Bridging Theory and Practice: A Conceptual Model of Relevant Research
Chapter
Brakus, J. Josko, Bernd Schmitt , and Lia Zarantonello
. “Brand Experience: Managerial Applications of a New Consumer Psychology Concept.” In
Cracking the Code
, edited by
Steven S. Posavac
,
Armonk, NY
:
M.E. Sharpe
, 2011.
Explore Further about Brand Experience: Managerial Applications of a New Consumer Psychology Concept
Chapter
Schmitt, Bernd
. “Managing the brand experience.” In
Masters of Marketing
, 2010.
Explore Further about Managing the brand experience
Chapter
Schmitt, Bernd
. “Managing a customer experience project.” In
Customer experience management: Lessons and insights for the cable industry
, edited by
Seth Arenstein, Jana Henthorn, Charles H. Patti Ph.D., and Ronald Rizzuto Ph.D.
,
23
-
25
.
Rockville, MD
:
CableFAX Daily
, 2010.
Explore Further about Managing a customer experience project
Chapter
Schmitt, Bernd and Nader Tavassoli
. “Consumer cognition across cultures.” In
The SAGE handbook of international marketing
, edited by
M. Kotabe and K. Helsen
,
73
-
90
.
Newbury Park, CA
:
SAGE
, 2009.
Explore Further about Consumer cognition across cultures
Chapter
Cettier, Patrick and Bernd Schmitt
. “Strategic corporate re-branding.” In
Contemporary Thoughts on Corporate Branding and Corporate Identity Management
, edited by
T. C. Melewar and Elif Karaosmanoglu
,
166
-
186
.
Hampshire, UK
:
Palgrave Macmillan
, 2008.
Explore Further about Strategic corporate re-branding
Chapter
Zhang, Shi and Bernd Schmitt
. “Phonology and semantics in international marketing: What brand name translations tell us about consumer cognition.” In
Psycholinguistic phenomena in marketing communications
, edited by
T. Lowrey
,
59
-
78
.
Englewood Cliffs
:
Lawrence Erlbaum
, 2006.
Explore Further about Phonology and semantics in international marketing: What brand name translations tell us about consumer cognition
Chapter
Schmitt, Bernd
. “Competitive advantage through customer experience management.” In
Customer experience management. concepts and applications
, edited by
S. S. Kambhammettu
,
Nagarjuna Hills
: 2005.
Explore Further about Competitive advantage through customer experience management
Chapter
Schmitt, Bernd
. “From image to experience.” In
Images and the psychology of marketing communciation
, edited by
L. Kahle
,
Englewood Cliffs
:
Lawrence Erlbaum
, 2005.
Explore Further about From image to experience
Chapter
Schmitt, Bernd
. “Experience with the customer.” In
Next generation business handbook
, edited by
Subir Chowdhury
,
New York
:
Wiley
, 2004.
Explore Further about Experience with the customer
Chapter
Zhang, Shi, Bernd Schmitt , and Hillary Haley
. “Linguistic Effects on Consumer Behavior in International Marketing Research.” In
Handbook of Research in International Marketing
, edited by
Subhash C. Jain
,
Cheltenham, England; Northampton, Mass.
:
Edward Elgar
, 2003.
Explore Further about Linguistic Effects on Consumer Behavior in International Marketing Research
Download PDF on Linguistic Effects on Consumer Behavior in International Marketing Research
Chapter
Schmitt, Bernd
. “From traditional features-and-benefits marketing to experiential marketing.” In
Handbook of research in international marketing
, edited by
S. Jain
,
London
:
Edward Elgar
, 2003.
Explore Further about From traditional features-and-benefits marketing to experiential marketing
Chapter
Zhang, Shi, Bernd Schmitt , and Hillary Haley
. “Language and culture: a new approach to consumer behavior in international marketing research.” In
State of the art in research in international marketing
, edited by
S.C. Jain
,
Northampton, MA
:
Edward Elgar
, 2003.
Explore Further about Language and culture: a new approach to consumer behavior in international marketing research
Chapter
Schmitt, Bernd
. “Customer experience management: Erfahrungen gestalten und Kundennutzen schaffen.” In
Total Customer Experience Management: Kundennutzen umfassend erlebbar machen!
, edited by
P. Meyer and A. Meyer
,
Munich (Germany)
: 2003.
Explore Further about Customer experience management: Erfahrungen gestalten und Kundennutzen schaffen
Chapter
Schmitt, Bernd
. “Branding puts a high value on reputation management.” In
Mastering Risk
, edited by
J. Pickford
,
236
-
240
.
London
:
Pearson
, 2001.
Explore Further about Branding puts a high value on reputation management
  • Courses
  • Case Studies
Course
B9617: (PhD) Consumer Behavior II
View Course on (PhD) Consumer Behavior II
Course
B7758: International Seminar: Munich
View Course on International Seminar: Munich
Course
B8616: The Business of Aesthetics and Experiences
View Course on The Business of Aesthetics and Experiences
Course
B8568: Branding in the Arts
View Course on Branding in the Arts
Course
B8621: Managing Brands
View Course on Managing Brands
Course
B7621: Managing Brands
View Course on Managing Brands
Case Study
Schmitt, Bernd
. Samsung next frontier teaching note.  2010.
Explore Further about Samsung next frontier teaching note
Case Study
Schmitt, Bernd
. Samsung's Next Frontier. 
Columbia Business School
:
CaseWorks
, 2010.
Explore Further about Samsung's Next Frontier
  • Awards & Honors
  • In the Media
  • Articles
In the Media

AI Startup Experial Raises €2M to Revolutionize Market Research with Digital Twins

AI Insider
In the Media

Here Are Five Startups That Are Running Super Bowl Ads This Year

TechCrunch
In the Media

Pepsi Lost the Cola Wars to Coke. Why Is It Struggling to Hold on to Second Place?

ExecReview
In the Media

Rivian Hires New Marketing Leader as It Prepares to Unveil First Economy Line

The Wall Street Journal
In the Media

The Bad Reaction to Uber Eats’ Super Bowl Joke Begs the Question: Why Do Brands Try to Be Funny?

Inc.
In the Media

Why a B2B Startup Is Placing a Bet on a $7M Super Bowl Ad

Tech Crunch
In the Media

Brick-and-Mortar Retail Is Back, but without the Gimmicks

Fast Company
In the Media

Rebranding – Risk or Reward?

BBC
In the Media

IBM Spinoff Joins a Long List of Questionable Corporate Names

CNN
In the Media

Wells Fargo's Mea Culpa: How to Lead Change after a Scandal

Forbes
In the Media

Professor Bernd Schmitt Makes Appearance on NHK BS1, "Global Debate WISDOM"

Article

Why Robots in the Workplace Raise New Challenges for Business

Read More about Why Robots in the Workplace Raise New Challenges for Business
Article

Pandemic and the Smarter World: A Future of Robots?

Read More about Pandemic and the Smarter World: A Future of Robots?
  • CaseWorks
Case ID
100505CHI

Samsung's Next Frontier (Chinese Translation)

View Case on Samsung's Next Frontier (Chinese Translation)
Case ID
090518CHI

SAP: Building a Leading Technology Brand (Case A) (Chinese Translation)

As a global B2B software company realizes confusing corporate branding is hurting its market position, how can it redefine its image and create a consistent marketing message with a strong brand promise?

View Case on SAP: Building a Leading Technology Brand (Case A) (Chinese Translation)
Case ID
100505

Samsung's Next Frontier

Can a new product help an electronics company inspire passion from consumers?

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Case ID
90518

SAP: Building a Leading Technology Brand (A and B)

As a global B2B software company realizes confusing corporate branding is hurting its market position, how can it redefine its image and create a consistent marketing message with a strong brand promise?

View Case on SAP: Building a Leading Technology Brand (A and B)
Case ID
90503

Yuhan Kimberly: "Keep Korea Green"

Should a company with a 25-year old corporate social responsibility strategy reinvent its campaign or create a completely new one?

View Case on Yuhan Kimberly: "Keep Korea Green"
Case ID
80509

Seoul Philharmonic Orchestra

How can the leader of Seoul Philharmonic set the stage for continued success?

View Case on Seoul Philharmonic Orchestra

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