February 22, 2007

Interview: Tim Calkins

Kellogg clinical professor of marketing studies how to brand Chicago and attract China’s attention

Chinese executives consider Chicago among the best business cities in America. A recent survey also reveals, however, that local political and business officials must do more to promote Chicago’s key attributes if they hope to capitalize on the growth of China, which could have the world’s largest economy by 2013 given current growth rates.

Tim Calkins refers to it as a call to action. Calkins, a clinical professor of marketing at the Kellogg School of Management, coordinated the survey along with World Business Chicago and the Chicago Council on Global Affairs to assess Chinese decision-makers’ views of cities and investment opportunities in the North American market.

“General awareness of Chicago is higher than we initially thought,” Calkins says. “But specific knowledge, for instance that the city has North America’s largest convention center and distribution capabilities, is sketchy.”

Calkins, who joined the Kellogg faculty in 1998 and received the 2006 Lawrence G. Lavengood Outstanding Professor of the Year award, also works with major corporations around the world on marketing strategy and branding issues. Here he discusses the study’s findings and what they mean for Chicago’s economic outlook.