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Home > Program > INSEAD Session
Opening Remarks Jean-Claude Larreche, Professor of Marketing, INSEAD
Presentation The Momentum Effect: The Secrets of Efficient Growth
Presentation Shaping Customer Preferences
LUNCH -
Presentation Why CEOs should get Serious about Sex
BREAK -
Presentation Marketing in Recessionary Times


[Opening Remarks]
Oct.13th 09:15 - 09:30, MGB

 As one of the world’s leading and largest graduate business schools, INSEAD brings together people, cultures and ideas from around the world to change lives and transform organizations. Founded in 1957 in France, INSEAD established its Asian campus in Singapore in 1999.

Larreche, Jean-Claude   Professor of Marketing, INSEAD


[Presentation] The Momentum Effect : The Secrets of Efficient Growth
Oct.13th 09:30 - 11:00, MGB

 The global economic crisis that emerged in 2008 has exposed multiple weaknesses in the way management has evolved. It calls for business leaders to adopt new attitudes and new strategic paradigms that privilege efficient growth as a paramount objective. Among the key lessons from this crisis is indeed a strong reminder that the fundamental driver of business wellness is undoubtedly efficient and sustainable growth.
 Unfortunately, the way most large corporations generate growth is expensive and inefficient. Over the last decades, firms have made great efficiency improvements in many areas including operations, procurement, administration, organization, and business processes. Unfortunately, the single area where huge inefficiencies still prevail is the most important one and concerns growth generation.
 This involves in particular the combination of innovation activities, customer focus, marketing, and sales. In this session, Professor Jean-Claude Larreche reveals the secret to delivering growth that is both efficient and sustainable.  His framework for Momentum Strategy is based on three research streams involving hundreds of firms. It is a powerful tool to mobilize management teams and employees on critical growth drivers such as customer insights, power offers and stakeholders engagement. It is based on his recent book “The Momentum Effect” to be published soon in Korean by Kyobo books.

Larreche, Jean-Claude  The Alfred H. Heineken Chaired Professor of Marketing &
                                       Professor of Marketing at INSEAD


[Presentation] Shaping Customer Preferences
Oct.13th 11:30 - 13:00, MGB

 As firms face more intense competition, a difficult economic environment, and increasingly critical customers who monitor their spending more closely, a strong customer focus is more important than ever. This often means having firms do their best to provide customers with what those customers ask for.
 In this session, Professor Ziv Carmon will discuss a complimentary approach?rather than simply catering to customers’ preferences?firms can help shape those preferences as well as manage how customers perceive competitive offerings.
 In particular, he will review fundamental principles of customer psychology, and explore how such principles can help shape customers’ preferences and manage their perceptions and expectations. This, in turn, can help boost profitability, and in some situations even the efficacy of product offerings.

Carmon, Ziv   Professor of Marketing, INSEAD


[Presentation] Why CEOs should get Serious about Sex
Oct.13th 14:00 - 15:30

 Women now represent the majority of the educated talent in countries around the world. They also make the majority of purchasing decisions in an ever-growing array of sectors and markets. Gender balance on corporate boards has been linked to enhanced financial performance and adherence to corporate governance guidelines. Exploding demographics can be calmed by educating women, and microfinance has shown that empowering women in emerging countries can dramatically accelerate economic development.
 It's time for business to strategically harness the immense economic opportunities that a more strategic management of gender could bring. Many leaders are awakening to the potential, but struggle with the implementation. Most companies have been stalled for decades in 'fix-the-women' approaches that have had relatively little impact. Gender 'bilingual' leadership is a more effective and sustainable solution.
 Smart 21st century CEOs are becoming fluent not only in the language of the Chinese, the Russians, the Brazilians... they are also becoming fluent in the language of women.

Wittenberg-Cox, Avivah   CEO of 20-first (INSEAD MBA ‘84D)


[Presentation] Marketing in Recessionary Times
Oct.13th 16:00 - 17:30, MGB

 The last 12 months have been turbulent for many companies. The question that is often asked as a result is, what should marketers do in times like these?
 In this session, Professor Amitava Chattopadhyay synthesizes empirical research findings that analyze previous crises to draw lessons for marketing. Some of these lessons sharply contrast with marketers responses during the current downturn.

Chattopadhyay, Amitava   The L'Oreal Chaired Professor of Marketing - Innovation and Creativity,
                                         Professor of Marketing, Coordinator of Marketing Area, INSEAD