PROVOST WILLEM HOW TO

Smit, Willem, Catherine Tucker (2017) вЂњNew Measures of Cross-Cultural Affinity in Global BrandingвЂќ preparation for submission (Target: Journal of Marketing).

Smit, Willem, and Michael Sorell (2010) вЂњWhy China Still CanвЂ™t Build Global Brands.вЂќ Harvard Business Review, January-February 2010.

Read, Stuart, Michael Song, and Willem Smit (2009) вЂњA Meta-Analytic Review of Effectuation and Venture Performance.вЂќ Journal of Business Venturing, 24 (6), 573-587.

The typical setting of Action Learning is inverted: вЂњAction Learning Outside-InвЂќ so to speak.ДЄs a co-owner of a 5th generation family business, he advises the top management team and supervisory board on strategy and marketing. Most recently, his All-ASEAN Digital course (is an MBA-ExecEd hybrid where companies join students in the classroom to fix their Digital Marketing strategies. He has designed and delivered executive development programs for multinational companies in the telecom, pharmaceutical and consumer-packaged goods industries. His video clip series, вЂњWhich Chinese/South African/Singapore/Indian brands are Best for the World,вЂќ on brands from emerging economies can be found and viewed on YouTube. His work has also received media attention in publications, such as Times, Bloomberg and Newsweek.Д«esides traditional print publications, Willem experiments with disseminating his research findings through new social media. Willem has published his studies in the Harvard Business Review, Journal of Business Venturing, and the Financial Times among others. To monitor the ASEAN regionвЂ™s economic integration at a consumer-level, he launched the ALL-ASEAN brands () last year. In his 7+ years in Asia, Willem has built a 700+ member community of junior brand managers, called So-You-Think-You-Can-Brand. He held teaching positions at various schools in the region, among others: Singapore Management University, an MIT affiliate Malaysia Institute for Supply Chain Innovation, TaylorвЂ™s University, and Hult Shanghai. He joined IMD as a research fellow and began lecturing at the UniversitГ© de Lausanne. Prior to moving to South East Asia in 2011, Willem earned his PhD from the RSM Erasmus University in 2006.

Decision-Maker herself: are opportunities вЂњnearbyвЂќ or вЂњfarawayвЂќ preferred?.

Experimentation heuristics: are opportunities nearby more creational?.

Exploration heuristics: are opportunities far-away more attractive?.

Organized in three streams of research, he has studies using a variety of methodologies: surveys, experiments, and archival data analysis, where he focuses on:

This ties in with one of the biggest and longest debates as to whether heuristics/biases are good/productive or bad/unproductive: while some scholars would argue that вЂњstrategic leadersвЂ™ superior ability to manage the mental process necessary to pursue cognitively distant opportunities вЂќ others consider local search and opportunities вЂњnearbyвЂќ much more obvious and more directly linked to performance.

PROVOST WILLEM HOW TO

Interestingly, there is still little consensus on how to devise a strategy for discovering, creating and maintaining a sustainable - at least temporary - competitive advantage for brands and firms.

Connected to the academic field of managerial cognition, his scholarly work has been around the theme of вЂњMarketing Strategy Heuristics in search of Superior PerformanceвЂќ over the past several years. In particular, the newly revolutionized and digitized decision environments for marketers fascinate him. Willem Smit, PhD is an international and multi-disciplinary marketing and entrepreneurship scholar, whose research focuses on Strategy Making and Managerial Cognition. Prior to joining ASB, he was at IMD in Lausanne, SMU and NUS in Singapore, where he designed and delivered MBA and executive development programs for multinational companies in the telecom, pharmaceutical and consumer-packaged goods industries. Smit earned his doctorate in Marketing from the Erasmus University in Rotterdam, the Netherlands. His main expertise lies in strategy making and managerial cognition, particularly in the areas of digital marketing, global branding and new venture marketing. Willem Smit is an Assistant Professor of Marketing at the Asia School of Business and an International Faculty Fellow at MIT Sloan.

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