Columbia Business School, which runs the annual Brite conference. From 2000–2010, he spent a sabbatical at the University of Munich, Germany and also taught courses in South Korea and Singapore. He also was a frequent keynote speaker at conferences worldwide. He was featured among the Thinkers 50. He was on the marketing boards of Volkswagen AG and Samsung Electronics USA. In 2011, he moved to Singapore to become the Executive Director of ACI – a new institute focused on Asian markets and consumers. Contributions to marketing and management Schmitt is widely known for his contributions to customer experience, brand management and innovative marketing. Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brands introduced the concept of customer experience to marketing and brand management. Customer Experience Management provides a step-by-step framework for managing experiences. Big Think Strategy has methods and tools for innovative marketing. Happy Customers Everywhere provides management methods to delight customers and make them happy. He often uses psychological concepts in his writings and applies them to marketing and business. His books have many case studies and also examples from opera and the arts. Experiential Marketing and Customer Experience Management use theories from sensory, cognitive and social psychology. Happy Customers Everywhere is influenced by Positive Psychology. Schmitt authored and co-authored more than 60 articles in academic marketing, management and psychology journals. He did research on consumer attitudes, innovation and language in cross-cultural contexts (comparing Asian and western languages). His books have been translated into more than 20 languages. Research and work in Asia Schmitt has been researching, consulting and lecturing in Asia since 1991. He has written case studies on Asian companies including Korean companies Samsung, Yuan-Kimberly, Seoul Philharmonic Orchestra; Mary Kay in Shanghai and various Chinese companies such as Jahwa Corporation, Shanghai Venus Software and Shanghai Petrochemical. He has held the first marketing chair in China. He has had visiting appointments at HKUST and Hong Kong University, CEIBS in Shanghai, Yonsei University in Seoul (South Korea), and at Singapore Management University. Schmitt has consulted for Asian companies such as Sony, Sunstar, ADK in Japan; Samsung, Lotte, Amore Pacific, Hanjin in South Korea, Wheelock in Hong Kong and Tata Industries in India. In 2011, he became the inaugural Executive Director of ACI. ACI organizes the Asia Consumer Summit, together with the Financial Times. Publications Schmitt, B. (2012). Happy customers everywhere.