Jan-Benedict Steenkamp
Marketing Talks
Plenary Session (Day 3)
Massey Distinguished Professor of Marketing and Leadership & Author
University of North Carolina at Chapel Hill

Jan-Benedict Steenkamp (PhD, Dr. h.c., MSc, BSc) is the Massey Distinguished Professor of Marketing and Leadership at UNC Kenan-Flagler Business School, Chairman of the International Board of Experts, Institute for Nation(al) Branding, East China Normal University (Shanghai), and Fellow at Fudan University (Shanghai). He is a Fellow of the world’s two most prestigious marketing organizations, the American Marketing Association and the European Marketing Association, and is only one of three marketing scholars who received the highest lifetime award from both these organizations.

His areas of expertise include global marketing and branding, leadership, and marketing strategy. I have written over 100 articles in leading business journals. His work has received c. 70,000 citations. He is ranked in the top 0.1% across all sciences and #5 in marketing worldwide.

He has written six books, including three books that have been translated in Chinese:

Global Brand Strategy: World-wise Marketing in the Age of Branding (Chinese edition published by Tsinghua University Press), Brand Breakout: How Emerging Market Brands Will Go Global Chinese edition published by CEIBS Publishing Group), and Private Label Strategy: How to Meet the Store Brand Challenge, (translated in complex and simple Chinese).

He has been interviewed in the U.S., China, Europe, South Africa, South Korea, and India.

Event Introduction
Marketing Talks
 · 06/25 (Day 1)
Growth and Beyond Growth
4.2H - Hall E
Branding Strategy
Brand Building and Strategy: How Can Brands in Emerging Markets Grasp the Context of Growth and Expand Their Global Footprint?

In the 2019 "Fortune Global 500" rankings, the United States occupies 208 seats, while China has only 40 brands selected, none of which made it to the top ten. Brands should not be a weakness in China's international economic and cultural exchanges, and companies should not merely focus on short-term efficiency gains in the "fog" .

FBIF have invited Professor Jan-Benedict Steenkamp,  the Massey distinguished professor of marketing and leadership at the University of North Carolina at Chapel Hill, as well as an author  of the critically acclaimed book Brand Breakout: How Emerging Markets Brands Will Go Global (also published in Chinese) and one of the  only three scholars to receive the highest lifetime achievement awards from both the American and European Marketing Associations. He is also a fellow at Fudan University,  and  Chairman International Board of Experts, Institute for Nation(al) Branding, Shanghai. He will personally guide you from brand construction to market expansion, showing you how to position your brand in China and embark on a global journey. Don't miss out on this two-hour workshop!

Link to agenda
Plenary Session (Day 3)
 · 06/27 (Day 3)
Conference Hall
Unbox the Future
We will dive into food and drink innovations that drive the industry forward in the dimensions of technology, channels, and organization, etc.
[Chief Talk] Riding the Wave: Step up Innovation to Unlock Resilient Growth

In January, 4,588 new foreign-invested enterprises were set up nationwide, a year-on-year increase of 74.4 percent, according to data from the Ministry of Commerce in February. Behind the continued increase in foreign investment in "Invest in China" is the confidence in business growth. With market conditions changing rapidly and resilient growth on the horizon, what innovations are these giants in the food industry embarking on?

Link to agenda