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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.

Global Subscription Penetration Study


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.

Begin survey

Subscription Business Bootcamp 


Overview of the Subscription Business Bootcamp

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Participant Testimonials

In the Spotlight


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



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

Learn more Contact us








MSEI offers our members a safe environment for learning, connecting, sharing and networking with peers.

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The Team


Wolfgang Ulaga

Senior Affiliate Professor of Marketing
Co-Director MSEI

Christoph Senn

Adjunct Professor of Marketing
Co-Director MSEI

Fong Wai Yee

Executive Assistant



If you have any questions related to MSEI, we are here to help you.


. Contact us

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