B2B Marketing Strategies
The B2B Marketing Strategies programme explores the marketing competencies B2B companies need to win in this environment.
B2B Marketing Strategies
Upcoming Sessions
Programme Directors
Joerg Niessing
Senior Affiliate Professor of Marketing
Joerg Niessing is a Senior Affiliate Professor of Marketing at INSEAD and is passionate about bridging the academic and the business world on topics related to digital transformation, marketing, branding, customer centricity, and data analytics. He is a globally recognized expert on digital strategy and is known for his work on customer-centric digital transformation. Joerg just published the book “The Definitive Guide to B2B Digital Transformation” in 2020 and is also the curator of B2BDigitalTransformation.com – a resource hub for transformation leaders where he is also providing access to his webinar series featuring digital transformation leaders and brand builders.
At INSEAD Joerg teaches executives and MBA students on digital strategy, digital transformation, CX strategies, brand management, data analytics & customer intelligence. He is the co-director of INSEAD’s flagship programmes Leading Digital Marketing Strategy and B2B Marketing Strategies and Driving Digital Marketing Strategy (OOPS). Joerg has designed, directed, and delivered executive education programs or workshops for hundreds of global companies in over 30 countries such as Google, IBM, Diageo, Roche, Société Générale, PwC, Ferrero, Pernod Ricard, Abbvie, Randstad, Kion, Sanofi, Kone, Adecco, or Daimler. For his teaching Joerg has been awarded multiple times over the last years including the “teaching excellence award” in executive education, “direction excellence award” in executive education and “teaching excellence award in the MBA Programme”.
His credentials do not only come from his academic career, but also from over 14 years in consulting. Before joining INSEAD Joerg worked as a Partner at Prophet; a strategic marketing consultancy, where he was building and leading the customer insights & analytics team. As an experienced strategy consultant and start-up mentor, Joerg helps companies drive uncommon growth through customer-first, digital transformation. Joerg has worked and advised many companies across industries such UBS, Cisco, eBay, United Healthcare, PepsiCo, T-Mobile, United Airlines, Samsung, Electrolux, Cartier, Schneider Electric, Friesland Campina, Zurich, Swarovski, or GE. Joerg gives keynotes at conferences and consults for a number of organizations in his area of expertise.
Joerg holds a PhD in Marketing and a Master of Science from the University of Muenster. He has published more than 20 academic cases. He won the best marketing case award by the Case Center in 2018 for his case on Accor’s digital transformation.
Joerg Niessing
Senior Affiliate Professor of Marketing
Wolfgang Ulaga
Co-Director of INSEAD Marketing & Sales Excellence Initiative
Professor of Management Practice
Wolfgang Ulaga is a Professor of Management Practice and Co-Director of INSEAD’s Marketing & Sales Excellence Initiative (MSEI). He works with executives, managers, scholars, and students around the globe on building and growing key competencies and skills in marketing and sales of products, services, customer solutions, and new digitally-driven business models – in both consumer and business-to-business (B2B) markets.
Wolfgang’s executive education activities focus on helping firms achieve marketing and commercial excellence through customer-centric growth, a true service culture, a focus on strategically competing through service excellence, and superior pricing strategies. His most recent work focuses on translating data and analytics into innovative digital services and subscription-based recurring revenue models that differentiate companies from competition through outstanding digital customer experiences in FMCG markets, professional services, and industrial goods industries.
Since more than 25 years, Dr. Ulaga serves as an educator, scholar, and frequent keynote speaker. He regularly consults with companies and designs and directs custom and open executive education programs and workshops for corporations in a broad cross-section of industries. He is the Co-Director of INSEAD’s open executive education B2B Marketing Strategies Programme for leading transformation and change in a digital world.
Wolfgang holds a PhD (Doctorat en Sciences de Gestion) from the University of Paris 1, Pantheon-Sorbonne. He received his Habilitation à Diriger des Recherches (HDR) from University Paris-Dauphine. Further, Wolfgang was awarded a Honorary Doctorate in Economics by Turku University’s School of Economics (Finland) for his pioneering research on customer value and servitization strategies in B2B. His research investigates how firms implement value-based marketing and sales in the organization, craft service-growth strategies, develop new service business models in emerging and mature markets, design B2B service portfolios, turn free services into revenue and profit engines (Free-to-Fee), transition from a product-centric to a service-savvy salesforce, monetize data and analytics via innovative pricing approaches, and grow their top- and bottom line through innovative subscription-based recurring revenue models in the fast-growing Subscription Economy.
Dr. Ulaga has published numerous articles in leading academic and managerial journals, including Harvard Business Review, Sloan Management Review, Journal of Marketing, Journal of the Academy of Marketing Science (JAMS), Journal of Business Research (JBR), Journal of Service Research (JSR), and Industrial Marketing Management (IMM), among many others. He has authored several practitioner-oriented books, including Data Monetization: A Practical Roadmap for Framing, Pricing, and Selling your B2B Digital Offers (2018) and Service Strategy in Action: A Practical Guide for Growing Your B2B Service and Solution Business (2017), translated into Italian and Japanese.
Wolfgang has received numerous awards and recognitions, including the Dean’s Commendation for Excellence in Teaching at INSEAD, Arizona State University’s W.P. Carey Business School Most Impactful MBA Marketing Concentration Professor, and HEC Paris’ Best Teacher of the Year Award. He received the prestigious 2021 ISBM-David T. Wilson-Sheth Foundation Award for Long Term Impact on the Theory and Practice of B2B Marketing and the American Marketing Association’s (AMA) 2011 Winter Educator's Conference Overall Best Paper Award. Wolfgang also won numerous recognitions for case writing, such as The Case Center’s Award for Top 10 Best-Selling Case Authors in 2021 (Top 40 since 2015), its Top 15 globally best-selling Marketing cases, Annual Best-Selling Marketing Case (2015), Classic Case Collection (2021), and Outstanding Case Writer Award (2016). Finally, he received the 2021 Brandon Hall Group HCM Excellence Award (Bronze) in the Category: Best Advance in Competencies and Skill Development for the innovative design and delivery of INSEAD’s tailed executive education program for global energy company ENGIE’s “Customer Academy ENGIE University X INSEAD”.
Prior to joining INSEAD, Wolfgang was on the full-time faculties at Arizona State University (AT&T Professor of Services Leadership), IMD Business School Lausanne, HEC School of Management Paris (Electricité de France Professor of Marketing), ESCP-EAP Paris, and EDHEC Lille, where he served as a Department Chair. He also served as a Visiting Professor at the Mendoza College of Business, University of Notre Dame, Indiana. Before starting his career in academia, he worked in Frankfurt and Paris as a consultant for DML & Associés, an international management consulting firm.
Wolfgang Ulaga
Professor of Management Practice
Co-Director of INSEAD Marketing & Sales Excellence Initiative
Please note programme faculty may change.
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