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INSEAD Marketing & Sales Excellence Initiative (MSEI)
Global Subscription Penetration Study - NEW!
Wolfgang Ulaga
Professor of Management Practice
Co-Director of MSEI
Christoph Senn
Adjunct Professor of Marketing
Co-Director of MSEI
The INSEAD Marketing & Sales Excellence Initiative (MSEI) combines the energies and talents of the school’s research and educational capabilities with INSEAD alumni & global professionals in marketing & sales roles. MSEI’s primary focus is to provide a global meeting space for senior executives to learn and create thought leadership, disseminate knowledge, and share best practices with peers among a strong network of business leaders and experts with a common interest in marketing & sales topics.
Based on INSEAD’s Fontainebleau campus, MSEI offers its members exclusive access to best and next practices in marketing & sales, and a safe environment for learning, connecting, sharing and networking with peers, via both online and in-person meetings. MSEI is supported by a distinguished advisory board of senior marketing & sales executives with roles such as Chief Commercial Officer, Chief Marketing Officer and Chief Sales Officer.
MSEI Vision
To serve as the premier global forum on Marketing & Sales Excellence practices for customer-centric leaders.
MSEI Mission
To shape the future of value creation and sharing between individuals, organizations and society at large.
Join us in this first of a kind global study of subscription business. Increasingly, economies around the world have witnessed a significant emergence of new subscription-based business models across industries — think Netflix, Amazon, Spotify, Microsoft, Salesforce, Caterpillar, and Nespresso. The pandemic has further accelerated the emergence of subscription-based offerings as they meet customers' need for convenience, flexibility, personalisation and value for money. The Subscribed Institute, a dedicated think tank focused on the challenges and opportunities of the Subscription Economy, and INSEAD Marketing & Sales Excellence Initiative, are conducting a comprehensive exercise to assess and analyse major disruptions in the market while developing new insights across multiple industries. As a participant you will receive early access to the outcomes of this survey and strategic implications to businesses via an exclusive live, virtual Q&A session. The survey will require approximately 10 minutes to complete.
Subscription Business Bootcamp
Participant Testimonials
In the Spotlight
NEW INSEAD Knowledge Article! Five Ways to Optimise Your Subscription Model
With more global distributors launching subscription models, retailers and consumer-packaged goods manufacturers must level up their offerings to stand out from the crowd.
Professor Wolfgang Ulaga, Professor Ziv Carmon and alumna Laura Heely MBA'17J have been recognised in the Case Centre’s Awards and Competitions 2023.
NEW Podcast! Stop Selling. Start Collaborating. with Christoph Senn
"How do we reconfigure our execution so it's absolutely 5 stars for our customers?"
How Executives Should – and Shouldn’t – Engage With Customers
When done the right way, customer engagement can turn into a lucrative opportunity.
INSEAD faculty among the Case Centre’s top 50 best-selling authors 2021-2022
The Case Centre, Best-sellers: Kim, Mauborgne, Niessing, Ulaga, Dubois, Petriglieri, and Chandon.
Unlock the Full Value of Your Business Relationships
A fruitful relationship starts with asking the right – and sometimes difficult – questions.
Event Highlight: Subscription Business Bootcamp 2022
A compact 2.5-Day workshop to future-proof your business with subscription-based growth. Learn more.
Event Highlight: Breakthrough Business Relationships Consortium 2023
A MSEI initiative supporting companies create future-proof customer portofolios. Learn more.
INSEAD Professor Wolfgang Ulaga and Zuora's Michael Mansard share insights on how financial services can profit from the subscription economy.
The Post-Covid Future of “Everything as a Service”
The tough lessons of 2020 will provoke two major developments in B2B, having to do with technology and people.
INSEAD Professor Wolfgang Ulaga and Zuora's Michael Mansard discuss the revolution of the subscription economy and its consequences for commercial models.
In this Harvard Business Review article, INSEAD Professor Christoph Senn and Columbia Professor Noel Capon adress the question how leaders can drive (or kill) sales.
How CEOs Can Drive Sales — or Kill Deals
Christoph Senn explains the best approaches for top executives engaging with customers. He also shares how employees can benefit from knowing their leader’s style.
Top 10 Bestselling Case Authors
INSEAD Marketing Professor Wolfgang Ulaga joins the Top 10 Bestselling Authors at The Case Centre.
Recession-Proofing the Subscription Economy
Believe it or not, most subscription-based businesses are still seeing modest growth by exploiting four strategic manoeuvres.
Advisory Board
Michael Dobler
Senior Vice President - Global Key Accounts and Large Projects, Schindler Group
Pierre Schaeffer
Senior Vice President, Chief Marketing Officer, Thales Group
Sanjay Vasudevan
Global Head of Key Client Management, A.P. Moller - Maersk
Simon Lyons
Global Head of Marketing, Kingspan Light + Air
Partners
INSEAD’s Marketing & Sales Excellence Initiative reaches a major milestone with the launch of its innovative subscription-based membership model, backed by globally renowned industry leaders and innovative startups from Day 1.
Our flexible partnering model ensures maximum impact for MSEI member companies on their journey to Marketing & Sales Excellence.
To help you build customer-centricity at your own pace, choose from the following options:
- Individual Member
- Corporate Member
- Research Partner
Events
MSEI offers our members a safe environment for learning, connecting, sharing and networking with peers.
Programmes
INSEAD programmes with focus on relevant Marketing & Sales Topics
The Team
Senior Affiliate Professor of Marketing
Co-Director MSEI
Adjunct Professor of Marketing
Co-Director MSEI
Executive Assistant
