Formerly the Bayer Chair Professor of Strategy and Marketing at the China Europe International Business School in Shanghai, Professor Burgers has been coming to Asia since 1994.
He was on the faculty of Hong Kong University of Science and Technology during 1994-1996.
Willem Burgers has been a founding faculty member of the China Europe International Business School and taught there from 1995 through 2010.
won the 2008 and 2009 CEIBS Teaching Excellence Award.
He also taught industrial marketing in executive programs at Columbia University in New York, and teaches in the Nyenrode Business University Ph.D program.|
Most recently, Professor Burgers, jointly with two colleagues from CEIBS, Professors Per Jenster and Howard Ward, founded the Nordic International Management Institute (NIMI) in Chengdu.
has a significant record of publication in top tier academic 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.
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
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.
writes a monthly column on business and marketing for the Chinese business magazine CEO/CIO.
He's also on the editorial board of International Journal of China Marketing.
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
, Shanghai Jahwah
, China Unicom
, Shenzhen Novophalt
, Boshi Fund
, Digital China
, Guang Ming, Jiang Ling, TCL and San Ming.
Based on his
consulting experiences he
authored several teaching cases involving Chinese companies.?