Professor George Yip publishes article in HBR magazine on “How Chinese Retailers are Reinventing the Customer Journey”
George S. Yip, Distinguished Visiting Professor and Distinguished Visiting Fellow at CEM has just co-authored an article in the print edition of Harvard Business Review (September-October 2021) in which he argues that European and U.S. retailers lag China in digital retail because China’s large and fast-growing market is not only highly digitized but also takes advantage of the massive ecosystems of Alibaba, Tencent, and others. To catch up, Western retailers can take five lessons from China: Create single entry points, embed digital evaluation in the customer journey, don’t think of sales as isolated events, rethink the logistical fundamentals, and always stay close to the customer.
What We Do
The Center for Emerging Markets, founded in 2007, is a leading research hub on issues facing private and public organizations in emerging economies. It is guided by a distinguished external advisory board and has over 60 faculty fellows from across Northeastern University. Dedicated to better understanding how organizations can leverage emerging markets to create and exploit global competitive advantage, the center is hard at work disseminating best practices to managers, policy makers, students, and academic peers.
With over 60 renowned faculty fellows at the Center for Emerging Markets, we’re providing a solid foundation for cutting-edge, actionable research.
We’re guided by a distinguished advisory board consisting of senior executives who have years of experience in global business and emerging markets.
Our faculty consistently produce high-quality research and spearhead essential events that bring together experts in emerging markets.
Upcoming Nardone Family SeminarSeptember 23, 2021
Nardone Family Seminar: Reversing brain drain: Evidence from India, Israel and Morocco I William F.S. Miles, Northeastern U.
That of diaspora-within-diaspora; specifically, Indians, Moroccans, and Israelis of Jewish backgrounds who have wound up in the U.S., Israel, Canada and France and whose relationship with the “homeland” is all the more complicated.
From our India Lecture Series to symposia and research conferences, we provide numerous opportunities for distinguished speakers to share their latest insights on emerging markets. Find more videos like these in our YouTube playlist.
About the Director
Ravi Ramamurti, founding director of the Center for Emerging Markets, has published eight books on strategy in emerging markets and a number of award-winning articles on the topic. He was elected a fellow of the Academy of International Business in 2008.