معرفی
Bernd Schmitt is the Robert D. Calkins Professor of International Business at Columbia Business School, where he has been affiliated since 1988. He specializes in branding, innovation, creative strategy, and customer experience, serving as Editor-in-Chief of the Journal of Consumer Research and co-founder of TPM (Theory and Practice in Marketing). Schmitt's work bridges academic rigor with practical applications, influencing global marketing practices through his publications and consulting.
- Education:
- Diplom, University of Heidelberg (1984)
- PhD, Cornell University (1988)
Research interests focus on consumer behavior, experiential marketing, brand management, and the intersection of AI with marketing. His recent work explores generative AI, robot adoption, and cross-cultural consumer psychology, particularly in Asian markets. Schmitt has also contributed to understanding digital transformation and phygital customer experiences.
Scientific awards include recognition for innovation in the classroom for his course Corporate Creativity. His publications, courses, and leadership roles reflect his commitment to advancing marketing theory and practice globally.
