Interviewing Dr. Francesca Hansstein: Top Chinese Consumer Behavior Expert
Don’t miss episode five of The Branding Boardroom, where Dr. Ivo Ganchev interviews Dr. Francesca Hansstein, an accomplished academic and consumer behavior consultant.
Dr. Hansstein has over a decade of experience conducting high-level research at numerous institutions. Having taught at the Shanghai University of Finance and Economics and at Xi’an Jiaotong-Liverpool University, she is a respected authority on Chinese consumer preferences.
Her academic articles have appeared in influential journals such as Micro & Macro Marketing, Globalization and Health and the Journal of Cleaner Production.
Dr. Hansstein is the author of Comportamenti di consumo in Cina. Nuove sfide e opportunità per le aziende italiane che operano nel settore B2C (McGraw-Hill, 2023), a meticulously researched book which seeks to help Italian and European companies better understand the Chinese consumers.
On the show, Dr. Ivo Ganchev interviews Dr. Francesca Hansstein about a variety of topics, including her early career, the process of preparing and delivering market research reports, Chinese consumers as well as ongoing trends and challenges in brand development.
Dr. Hansstein provides an insider’s view into the industry of marketing and branding consultancy as well as plenty of practical advice for marketers in these fields. She continues by sharing her experience of working in China and her core views on Chinese consumer behavior.
The conversation also includes an insightful discussion into the rise of new technology, green branding and the need for building inter-generational links between CEOs and students. Dr. Hansstein analyzes the importance of adapting to ongoing trends constantly monitoring social media in order to respond adequately to critical developments.
Finally, she also provides valuable advice to both marketers and CEOs. She suggests that the former can make themselves future-proof by specializing in niche fields and becoming intermediaries between brands and consumers. As for the latter, Dr. Hansstein believes that it is essential for CEOs to maintain good links with universities and make sure that they talk to students and young employees, while seeking inspiration for the development of new business ideas.
If you are in China, watch highlights from the second episode of The Branding Boardroom on Economic View. If you are outside of China, watch its archived version on our YouTube channel.
Learn more here:
- The Branding Boardroom: www.thebrandingboardroom.com
- Dr. Francesca Hansstein’s Academic Profile: https://www.umbra.org/facultypost/francesca-hansstein/
- Dr. Ivo Ganchev: www.ivoganchev.com
- TopBrand Union: www.brandcn.com
- Economic View: http://www.jwview.com
