thought leadership

Articles + White Papers

All articles & papers are in Acrobat PDF format. (Acrobat reader can be downloaded for free from Adobe's website).


Customer Focused Strategy:

Building a Customer-Centric Organization by Sunil Gupta, President and Bernd H. Schmitt, CEO

The Obsolescence of Market Shares by Sunil Gupta, President (Business Standard)


On Customer Experience Management:

Competitive Advantage Through the Customer Experience by Bernd H. Schmitt, CEO

Marketers Seeking Sense in Sensibility by Bernd H. Schmitt, CEO (Financial Times, October 23, 2000)

The Power of a Luxury Experience by Bernd H. Schmitt, CEO (Marketing Luxury, October 1998)

How to Create E.J. Experiences by Bernd H. Schmitt, CEO


On Customer Profitability:

One on One Customer Profitability by Sunil Gupta, President (Teradata)

Valuing Customers by Sunil Gupta, President, Donald R. Lehmann, and Jennifer Ames Stuart

What Are Your Customers Worth? by Sunil Gupta, President, and Donald R. Lehmann (Optimize, May 2002)

Customers as Assets by Sunil Gupta, President, and Donald R. Lehmann

Awarded the 2005 Paul Green Award by the Journal of Marketing Research


On Branding:

10 Rules to Create and Manage Experiential Brands by Bernd H. Schmitt, CEO

Every Brand Needs Its Own Duck by Bernd H. Schmitt, CEO

Creating and Managing Brand Experiences on the Internet by Bernd H. Schmitt, CEO (Design Management Journal, Fall 2000)