Background

Formerly the Bayer Chair Professor of Strategy and Marketing at the China Europe International Business School (CEIBS) in Shanghai, Professor Burgers has been teaching and training executives in Asia since 1994. He was on the faculty of Hong Kong University of Science and Technology from 1994 to 1996.

He was a founding faculty member of the China Europe International Business School and taught there from 1995 through 2010. He won the 2008 and 2009 CEIBS Teaching Excellence Award. He also taught industrial marketing in executive programs at Columbia University in New York, and taught in the Nyenrode Business University Ph.D program.

Academic

Professor Burgers received his PhD from Michigan State University in the USA. He has a significant record of publication in top tier journals such as the Strategic Management Journal, International Management Review, Organizational Behavior and Human Decision Processes, and California Management Review, as well as the China Business Review and the China edition of the Harvard Business Review.

He has co-authored the textbook Marketing Management in the 21st Century (in Chinese, Shanghai People’s Publishing House) with Professors Noel Capon and Mac Hulbert of Columbia University.

He is the author of the best-selling The Marketing You Never Knew (2004) published in English, Chinese, Spanish, and Vietnamese, and of Marketing Revealed (Palgrave Macmillan, 2008) published in English, in both simplified and traditional Chinese, and also in Korean, Russian, Spanish, and Polish. The Chinese version of the book has been lauded as one of the best sellers in the category of business management for two years in a row and was voted on Sina.com as number 16, and the only marketing book, among the top 25 new books in economics, finance, and business in 2009.

Corporate

Professor Burgers has consulted with and designed and delivered in-company special executive education programs for a number of companies, both in China and worldwide, including LVMH, GE, Lufthansa, Unilever, Siemens, OPPO, BBK, Shanghai Jahwah, China Unicom, Shenzhen Novophalt, HP, Motorola, Electrolux, Novartis, BASF, Honeywell, Nokia, Kodak, Boshi Fund, Digital China, Guang Ming, NetEase, and Alibaba, among others. Based on his consulting experiences he authored several teaching cases involving Chinese companies.