One of my favourite aspects of the Competitive Strategy programme was the deep dive into real-life case studies and analysis of the best practices of some of the world’s most successful companies.
In senior leadership roles, success is often measured by execution. Targets must be met, teams supported, and results delivered across multiple markets. Yet in increasingly complex and competitive environments, long-term impact depends just as much on a leader’s ability to step back, reflect, and think strategically.
For Andrej Honstein, Senior Vice President, Sales – Asia Pacific, Middle East & Africa (APAC & MEA) at ebm-papst SEA Pte. Ltd., this realisation prompted a deliberate pause. By joining INSEAD’s Competitive Strategy programme, he sought to broaden his strategic perspective, deepen his understanding of competitive dynamics, and reinforce a lifelong commitment to learning.
From Global Leadership to Strategic Reflection
Based in Singapore, Andrej leads a sales organisation of approximately 350 people across Asia Pacific, the Middle East, and Africa. His professional journey spans Germany, Dubai, Russia, France, and Southeast Asia, providing him with extensive exposure to diverse markets, cultures, and leadership challenges.
“In my role, it’s easy to get fully immersed in day-to-day operations, focusing on short-term targets and immediate results,” he explains. “I wanted to take a step back and learn something new, something more strategic.”
Having previously participated in an INSEAD Executive Education Programme - Leading Effective Salesforce, Andrej was already familiar with the institution’s rigorous and practical approach to leadership development. The Competitive Strategy programme stood out as a natural next step, offering the opportunity to acquire new tools and frameworks to better understand industry competition and strengthen long-term positioning.
A Programme That Brings Strategy to Life
One of the most compelling aspects of the programme for Andrej was its strong emphasis on real-world application. Through in-depth case studies and structured analysis, competitive strategy became tangible and actionable.
“One of my favourite aspects of the Competitive Strategy programme was the deep dive into real-life case studies and analysis of the best practices of some of the world’s most successful companies,” he shares.
The classroom experience was further enriched by open and professional exchanges among participants. Executives from different regions, industries, and functions brought diverse perspectives, challenging one another’s assumptions and broadening the discussion beyond individual sectors.
“What made it even more valuable was the open and professional exchange, not only with the professor Karel Cool but also with all course participants. Their diverse international experiences enriched the discussions and offered multiple perspectives on how competitive strategy plays out in different markets.”
The programme was led by Karel Cool, whose extensive experience across industries and international markets added depth and practical relevance to the learning experience.
“The collaboration with the professor Karel Cool was very good,” Andrej notes. “His extensive experience across different industries and international markets brought tremendous depth to the programme.”
Broadening Perspective for Long-Term Impact
Rather than offering quick tactical solutions, the Competitive Strategy programme is designed to influence how leaders think and make decisions over time. For Andrej, the impact was immediate in terms of perspective.
“Today, I have a much broader view of the theory and its application,” he reflects. “I gained a deeper understanding of our business and the dynamics of our industry.”
The frameworks and tools introduced during the programme now support a more structured approach to analysing markets, competitors, and the wider value chain. While these insights may not directly alter day-to-day operations, they play a crucial role in shaping future strategic initiatives.
“While the programme may not have an immediate effect on my day-to-day business operations, it has provided valuable insights and ideas for the strategic development of our markets in the future.”
An Exceptional Learning Environment
The learning experience was further enhanced by the setting itself. Andrej attended the programme at the INSEAD Singapore Campus, where the environment supported focus, engagement, and collaboration.
“My experience with INSEAD was truly outstanding,” he says. “The campus facilities were excellent, the canteen offered great food, and the staff and participants created a welcoming atmosphere.”
Feeling comfortable and fully engaged throughout the programme allowed him to make the most of both the academic content and the informal exchanges with peers.
Learning From a Truly Global Peer Group
A defining feature of the programme was the diversity of the participant cohort. Executives from Asia-Pacific, Europe, and the Middle East came together, representing a wide range of industries, roles, and career stages.
“We had an international group representing Asia-Pacific, Europe, and the Middle East, with different ages, genders, professions, and industries,” Andrej shares. “This diversity created a unique environment for collaboration and learning.”
These interactions added depth to the classroom discussions and reinforced the value of learning from perspectives beyond one’s own industry or geography.
A Firm Belief in Lifelong Learning
As Andrej has progressed in his career, his belief in continuous learning has only strengthened.
“The higher I progress within my organisation, the more I realise how essential lifelong learning is,” he says. “We should never stop learning, not only through the insights we gain in daily business but also through intentional offsite learning activities.”
For him, executive education is not simply about acquiring knowledge, but about cultivating a mindset that keeps leaders adaptable, curious, and prepared for future challenges.
A Strong Recommendation for Strategic Leaders
When asked whether he would recommend the Competitive Strategy programme, Andrej is unequivocal.
“I can definitely recommend this programme to professionals who want to gain a deeper understanding of the industries they operate in or broaden their strategic perspective,” he says. “Participants will acquire new skills and tools to analyse their industry, not just by looking at direct customers and competitors, but by examining the entire supply chain.”
For senior leaders seeking clarity, perspective, and a stronger strategic foundation, INSEAD’s Competitive Strategy programme offers a powerful opportunity to step back, think more deeply, and prepare for sustainable growth.
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