The Changing Face of the Asian Consumer
Wednesday, January 15
6:00pm – 8:30pm EST
Ogilvy & Mather
636 11th Avenue, New York, NY, United States
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Event Details

The Changing Face of the Asian Consumer
Presented by the Center on Global Brand Leadership
Wednesday, January 15, 2014 from 6:00-8:30 p.m.
Ogilvy & Mather, 636 11th Avenue, New York, New York

Cost: $10 students; $20 alumni; $30 general public (includes light food, wine & beer)

As Asia continues its economic growth, Asian consumers and brand building in Asia are becoming the focal points of business and commerce. Join Prof. Bernd Schmitt as he present insights from his new book titled The Changing Face of the Asian Consumer, which details strategies that can help companies navigate and maneuver the complex and diverse landscape that is Asia. Find out what middle-class consumers want—and what they buy—when their incomes rise. Learn why Asians are collectivists who are becoming increasingly individualistic. Discover that Asian consumers are driven by contradictory desires; they are, at the same time, Value Shopaholics, Functional Hedonists, and Traditional Futurists.

In addition, the event will feature a practitioner’s panel that will discuss their efforts to grow their brands in the Asian marketplace.

To register for this event please go to: http://www8.gsb.columbia.edu/globalbrands/asian-consumer-book-launch

For more information regarding this event, please contact the Center on Global Brand Leadership at contact@globalbrands.org .


Where & When

Ogilvy & Mather
636 11th Avenue
New York, NY
United States

Wednesday, January 15, 6:00pm – 8:30pm

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