Today’s entrepreneurs and intrapreneurs no longer seek to understand the motivations and needs of potential customers. They have stopped paying attention to how their customers react to the product or service. In this webinar, Professor Marc Vanhuele will explain why this is a problem and how it can be addressed, underlining why a customer-centric attitude, marketing and entrepreneurship must go hand-in-hand.
Program Advisor Nadia Madzharova will also briefly present the online MSc in Innovation and Entrepreneurship degree program, including its academic content, eligibility criteria, and admissions process.
This webinar took place on 31 January 2019.
About the Speaker
Marc Vanhuele (PhD UCLA) is Professor of Marketing. He teaches marketing and pricing management. His research focuses on two fields: how customers treat price information and how marketing managers can improve their decision making through better use of quantitative information on the consumer’s mindset. He serves as associate dean, responsible for digital and for HEC’s participation in the Université Paris-Saclay. He also works as consultant in market research and as expert witness in commercial litigation. His research has been published in the leading academic journals in marketing and he is co-author of the book “Consumer Behavior. Applications in Marketing” (Sage 2017) that brings together the most recent research on consumer behavior of interest to marketers.