Schmitt, Bernd - In: European Management Journal 15 (1997) 2, pp. 191-194
This article is a shortened and revised version of the inauguration speech that Bernd Schmitt delivered in October 1996 in Shanghai as the Bat Chair of Marketing at CEIBS.1 The BAT Chair is the first chair ever donated to a business school in China. The article provides a review of three...