International Roundtable

November 18, 6:30 PM - 8:00 PM

The Branding of Yao Ming: How the GSB Laid the Groundwork

'Yao Ming is the new global star,' proclaims Business Week magazine. Team Yao is executing a 500-page marketing plan conceived at the GSB to exploit Yao Ming's potential for being the gateway to China. How does Yao remain true to China's old values but also reflect the newer generation? What attributes does his brand reflect? What are the barriers to Yao's earning power cresting at the 2008 Olympics in Beijing? What can be learned from Jordan, Pippen, and Sosa? Hear the story of Yao Ming from the architect behind the plan, our own John Huizinga.

Where:

Gleacher Center
TBD
450 Cityfront Plaza
Chicago, IL

Who:

John Huizinga
Walter David "Bud" Fackler Professor of Economics

Program:

Presentation: Gleacher TBD, 6:30 pm - 8:00 pm
Drinks: Midway Club, Fifth Floor, 8:00 pm - 9:00 pm

Registration:

Register Online

Questions:

Karl L. Buschmann
847 310 0412
kbuschma@chicagobooth.edu