About the Author

Willem Burgers is a permanent faculty member at China Europe International Business School [CEIBS] in Shanghai and holds the Philips Electronics N.V. Chair in Marketing. He teaches marketing and strategy both in the (E)MBA and in the executive education programs. He also teaches industrial marketing in executive programs at Columbia University in New York. His academic research and publications are centered on the areas of strategy, marketing, and international business. His publications have appeared in the Strategic Management Journal , the California Management Review , the Journal of Organizational Behavior and Human Decision Processes ,The International Trade Journal , and the China Business Review . He has consulted with and designed and delivered in-company special executive education programs for a number of companies, both in China and worldwide, including Kodak, Lufthansa, Novartis, LVMH, BASF, GE, BBK, Boshi, Digital China, Siemens, Honeywell, HP, Unilever, Nokia, Motorola, Electrolux, Unicom, Guang Ming, Jiang Ling, and BAT. He is also a principal consultant for Haulte Management Consulting. Professor Burgers has been coming to Asia since 1994 and was on the faculty of Hong Kong University of Science and Technology during 1994-1996. He spends about nine months per year in China.