Compared with the splashy and costly advertisements and promotional campaigns necessary in the B2C industry, B2B branding is a humble undertaking. An average B2B company spends about 1 percent of sales for their total marketing communications.

CEIBS Prof. of Marketing & Innovation Management Kwaku Atuahene-Gima looks at the role top management plays in successful product development and marketing in his article entitled: “Exploratory and Exploitative Learning in New Product Development: A Social Capital Perspective on New Technology Ventures in China.”

In his new book, Marketing Revealed: Challenging the Myths (Palgrave Macmillan, January 2008), CEIBS Bayer Chair in Strategy and Marketing Willem Burgers uses his trademark combination of sharp wit and simple language to showcase cutting-edge ideas.

An EU commissioned study led by Prof. Jenster on how European countries could seize emerging opportunities in China.

A bold alternative viewpoint from Prof. Velamuri to the widely accepted Corporate Social Responsibility concept

China's diverse, demanding and fast-changing consumers make marketing here a cut-throat business. In this cover story, The LINK seeks advice on winning over the world's largest - but perhaps most challenging - consumer market. four CEIBS’ star marketing professors look into the future to predict how Chinese consumers will change, then tell marketing executives how to prepare for those emerging needs.

A powerful brand is generally considered an effective way of generating shareholder wealth, but how is it actually measured and controlled? Lars Ohnemus and Per V. Jenster, after examining 2,158 companies within 11 different industries listed in the US and Europe exchanges, found that companies with a balanced corporate brand thrust, on average bring up to a 3-percentage point higher return to their shareholders. Furthermore, the link between brand thrust and financial return can be described as a W-curve with five distinct strategic phases rather than a linear function.

Mintzberg spoke about a variety of subjects including what it takes to be an effective manager and why an MBA is not necessarily part of that equation.

Kotler offers his thoughts on why marketing isn't high enough up the boardroom agenda, what place social responsibility has in marketing, and other topical marketing issues.

The Olympics today represents an unlimited business opportunity. Just over two decades ago, however, the Olympics remained a loss maker with little influence and public interest. How does the change take place, and what are the implications for Chinese companies in marketing? Dr. Zhou Dongsheng, Professor of Marketing at CEIBS, tries to unveil the mysteries around the Olympics with an illustration of the 1984 Los Angeles Games.

Over the last decades, brand management has become an integral part of the overall corporate strategy. How can Asian boardrooms catch up with this trend and produce successful branding strategies? The veteran brand strategist, Martin Roll, provides you some clues.

China's booming high-tech market gives rise to a huge demand for improving skills of high-tech marketing. To meet this demand, CEIBS began to offer "Marketing High Technology Offerings" in its 2005 EMBA programme. During the course break, The Link interviewed Professor Scott Ward, who was happy to share his insights with the readers.

The market environment in China is characterised by dysfunctional rather than functional competition. However, for the creative person or company this rather gloomy assessment of the Chinese business environment is actually indicative of the tremendous opportunities that it has to offer. Your ability to take advantage of these opportunities depends on your ability to innovate.