Willem Smit

Willem Smit is Professor of Marketing at the Asia School of Business and International Faculty Fellow at MIT. His expertise is on marketing strategy; specifically, on how marketers and entrepreneurs build, grow, and internationalize brands. After earning his PhD from the Rotterdam School of Management, Erasmus University, he became a research fellow at IMD, where he also designed and delivered executive development programs for multinational companies in the telecom, pharmaceutical and consumer-packaged goods industries. Before joining ASB, Prof Smit has taught at various schools in the Asia-Pacific region: NUS National University of Singapore, SMU Singapore Management University, TongJi University, Hult Shanghai, and MIT affiliate Malaysia Institute for Supply Chain Innovation.


In his almost 5 years in Asia, Willem has built a 600+ member community of junior brand managers. For everybody to join, the community runs its own Facebook page, where alumni and current students exchange ideas and insights on topical branding challenges:  https://www.facebook.com/SYTYCB/

For the alumni of the SYTYCB courses only, the community has access to the “Yes We Think We Can Brand” Linkedin Group

  • Smit, Willem and Chris Dula (2014), Singapore Airline’s branding of its low-cost carrier, Financial Times, March 26, 2014, https://www.ft.com/intl/cms/s/0/2cc30f14-9fa4-11e3-b6c7-00144feab7de.html#axzz343cHtw5u
  • Smit, Willem, and Micheal Sorell (2010); “Why China Still Can’t Build Global Brands.” Harvard Business Review, January-February 2010
  • Read, Stuart, Michael Song, and Willem Smit (2009); “A Meta-Analytic Review of Effectuation and Venture Performance.” Journal of Business Venturing, 24 (6), 573-587
  • Meehan, Seán, Patrick T. Barwise, Mark Vandenbosch, and Willem Smit (2007); “The Impact of Organizational Values on the Effectiveness of Market-oriented Behaviors.” MSI Working Paper [07-116] [most frequently downloaded MSI working paper in 2007]
  • Turpin, Dominique and Smit, Willem (2012), Marketing challenges for CMOs in 2013 and beyond, Business Times, December 28, 2012, https://www.businesstimes.com.sg/archive/friday/reporter/dominique-turpin-and-willem-smit
  • Lui, Fang and Smit, Willem (2012). “Social Media Strategy: Learning from the Online Cola War” The European Business Review, May-June 2012, 53-57
  • Willem Smit, and Joachim Schwass (2014) “Royal Selangor: Four Family Generations of Branding Pewter” IMD-8-1542
  • Willem Smit, and Joachim Schwass (2014) “Khalil Fattal & Fils: Positioning the Next Generation of Entrepreneurs” IMD-7-1541
  • Willem Smit, and Christopher Dula (2013) “Singapore Airlines Scoots into the Low Cost Long Haul Category” SMU-13-0026
  • Willem Smit, and Adina Wong (2014) “Massive Collective: Redefining Cool in Nightspots” SMU-14-0027
  • Willem Smit, and Chan Chi Wei  (2014) “Movies, Marketing, Money: Branding 3 Peas in a Pod” SMU-14-0031
  • Jonsen, Karsten, Willem Smit, and Maury Peiperl (2009); “All in a Twitter over Facebook? Social Internet Use at Pragmaticase” IMD-3-2138. (featured at The Aspen Institute’s: https://www.caseplace.org/d.asp?d=5207)
  • Smit, Willem (2014) “Is Fame Everywhere the Same: Two Studies on the International Transferability of Celebrity Endorsements” GMAC Conference Paper, July 2014, Singapore.
  • Smit, Willem, Felicitas Morhart, Séan Meehan, and Sébastien Groux (2010); “A Lasting Marketing Impact at the Top: Individual and Organizational Factors Influencing CMO Tenure.” IMD working paper.

Marketing Strategy, Branding, Entrepreneurial Branding, Effectuation

Tel: +6 03 9179 4202
Email: willem.smit@asb.edu.my