Skolkovo, Dean
Ceibs, ex-Dean
Purdue University, PhD in Management

Wilfried is recognized worldwide as a leading scholar in the field of marketing science and an expert on doing business in China and the globalization of Chinese enterprises. His academic research focuses on building models of consumer choice behavior which includes work on avoidance behavior, brand building and brand extensions. Wilfried has also been studying Chinese consumers’ choice behavior and decision making with focus on building brand credibility in an emerging market.

Wilfried played a key role in developing and establishing the China-Europe International Business School (CEIBS) in Shanghai, China, of which he was Dean and Vice President. Having been involved extensively with foreign corporations operating in and doing business with China since 1985, Wilfried has developed extensive experience and expertise in setting up and operating businesses in China. He consults widely on China and marketing strategy in general. He is currently working with a number of Chinese companies on their brand building and globalization efforts. Since January 2008, Wilfried has been Dean of the Moscow School of Management SKOLKOVO.

Wilfried has done extensive consulting and executive development projects for Coca-Cola, L'Oreal, Merck, ABB, Compaq, GE Healthcare, Emerson, Disney, Akzo Nobel, Cosa Lieberman, Maersk, Michelin, ACNielsen, BBK, TCL and many other companies.