Schewe receives Fulbright grant to New Zealand

Charles D. Schewe, professor of Marketing at the Isenberg School of Management, has received a Fulbright Specialist grant to travel to New Zealand and serve as a visiting professor at Massey University near Auckland. He will be in New Zealand for five weeks beginning Feb. 21 as part of his sabbatical.

While in New Zealand, Schewe will travel to the Victoria University in Wellington, the University of Otago in Dunedin, and the University of Auckland to conduct seminars on his research focus of age groups, called generational cohorts, and their differing values. The idea of generational cohorts says that groups of people develop a different and distinct set of core values for their entire lifetime that are formed by so-called “coming-of-age experiences” that occur between the ages of 17 and 23, Schewe says. The “defining moments” often are dramatic: wars, political dislocations, assassinations, or economic upheavals. The Great Depression, Pearl Harbor, the assassination of President John F. Kennedy and the turmoil of the Watergate scandal are examples.

Schewe says he will work with researchers in New Zealand to investigate the cohort age structure market segmentation of cohorts in that country. Schewe is the co-author of several books, including “Defining Markets, Defining Moments,” with Geoffrey Meredith, and “Managing by Defining Moments,” with Geoffrey Meredith and Alex Hiam. Both books were published in 2002 by John Wiley & Sons.

Upon return, Schewe will travel to the University of Stockholm where he will be a visiting professor as part of an exchange program with the Isenberg School. He will be in residence in Stockholm for the month of May.

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February 1, 2010.

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