The latest issue of the Chazen Web Journal of International Business puts the spotlight on global branding initiatives in the fashion, media and automotive industries. Bernd Schmitt, the Robert D. Calkins Professor of International Business and Executive Director of Columbia Business SchoolÕs Center on Global Brand Leadership, served as faculty editor for the global branding issue.
Global Branding Strategies Take Center Stage in the Chazen Web Journal
The latest issue of the Chazen Web Journal of International Business puts the spotlight on global branding initiatives in the fashion, media and automotive industries. Bernd Schmitt,
the Robert D. Calkins Professor of International Business and Executive
Director of Columbia Business SchoolÕs Center on Global Brand
Leadership, served as faculty editor for the global branding issue.
Complementing the articles are video interviews with three renowned CEOs — Ken Chenault of American Express, Daniel Piette ’70 of LV Capital and Francisco Trapani of
Bulgari — reflecting on the challenges of building global brands. In
addition to global branding, the Journal also features articles
addressing a range of international business topics, including tax
policy in Ireland and Germany, microfinance in Bangladesh and the IT
industry in Ghana.
The Chazen Web Journal of International Business is
the only online student-driven publication of its kind. Each semester,
a team of MBA students produces the Journal in concert with faculty
members and PhD students. Subscribers include thousands of alumni,
students and recruiting companies worldwide.