The IAOM

Asia, Nafta

Schmitt, Bernd

Phd., Robert D. Calkins, professor of International Business.

Faculty Director Center on Global Brand Leadership, Columbia Business School, New York.

Executive Director, Institute on Asian Consumer, Insight and Nanyang Visiting Professor,
Nanyang Technological University, Singapore.

  • Dr. Schnitt is Robert D. Calkins Professor of International Business
  • Faculty Director at the Center on Global Brand Leadership
  • Diplom, University of Heidelberg, 1984;
  • PhD, Cornell, 1988,
  • Joined CBS in 1988

Professor Schmitt researches, teaches, and advises corporations on creative strategy, branding, and customer experience management. Schmitt’s books include Big Think Strategy, Customer Experience Management, and 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 language in consumer behavior, 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.