Synopses & Reviews
Business leaders need bold strategies to stay relevant and win. Traditional approaches to strategic planning based on safe, low-risk methods that produce predictable results do not equip businesses with the tools necessary for creating lasting impact. Companies must be willing to open themselves up to approaching strategy from a creative perspective. To create several systematic methodologies for creative problem solving in the development and execution of corporate strategy, Dr. Bernd H. Schmitt utilizes research in psychology and marketing and his experiences in music, fashion, telecom, financial services, and travel . He reveals how to bring bold thinking into your business by sourcing big ideas and executing them creatively.
Based on Schmitt's award-winning "Corporate Creativity" course at Columbia Business School's Executive MBS program, Big Think Strategy fulfills the need for a model of the creative strategic process that positions the firm uniquely for success.
About the Author
Bernd H. Schmitt is Co-founder and CEO of The EX Group and is the Robert D. Calkins Professor of International Business at Columbia Business School
in New York
. He is a driving force behind the concept of customer experiential marketing. Schmitt, who also directs Columbia
's Center on Global Brand Leadership, has published six books on the subject, three of them co-authored, with translations in sixteen languages. Schmitt counts among his clients Sony, IBM and Cathay Pacific, and is regularly interviewed on international television networks including the BBC, CNN and CNBC.
His previous books, which include Customer Experience Management
(Wiley), There's No Business That's Not Show Business
(New Press), Build Your Own Garage, Marketing Aesthetics, and Experiential Marketing
(Free Press), have been translated into thirteen languages.