Posted on September 03, 2018

HEC Paris, one of the world’s leading providers of Executive Education, offers a Masterclass on Innovation and a Knowledge Lab in Marketing & Sales at its Doha campus in Tornado Tower. Both events will take place in September and will be led by HEC Paris Associate Professor Frederic Dalsace.

The ‘Journey of Innovation’ Masterclass on September 9 will present an overview of 140 years of company innovation. During the masterclass, Professor Dalsace will outline his ‘nine waves of innovations’ and provide context and structure to the main concepts. Attendees will be given key references to dig deeper the different facets that will be touched upon during this talk.

“There seems to be no limit in terms of creativity when it comes to coin new terms describing innovation-related strategies”, said Professor Dalsace. “Experience, however, shows us that over the long term a two-fold trend has been taking place, consisting in “de-concentrating” innovation, both in terms of the number of stakeholders (who is involved) and locations (where does innovation take place)”. Innovation used to be carried out by few scientists in the firm’s lab. It is now developed together with all firm’s stakeholders in many different geographical settings.

The Knowledge Lab, titled ‘Thinking differently about Business Marketing”, which will take place on September 11, is for Marketing & Sales professionals. During the Knowledge Lab, Professor Dalsace will introduce the B “for” B model and its main tenets, focusing initially on the customer’s viewpoint and redefining what ‘customer-centricity’ really means. Attendees will then explore the concept of value and how to create value for customers, thereby maximizing the incentive to purchase and ensuring customers perceive all the value offered.

“This session’s goal is to describe an alternative to traditional ‘B2B’ marketing”, explained Professor Dalsace. “The old ‘B2B’ model was derived from the old ‘B2C’ paradigm which was designed for firms who sought to sell products to customers within a supply-chain in a mostly physical world. By contrast, this session will propose the emerging ‘B4B’ model, which is about developing a phygital (physical + digital) ecosystem aiming at selling outcomes for customers”. “Marketing’s true goal should be to design and manage the right array of offering vehicles for the customer: a combination of product, services, true solutions and platforms. Seamlessly managing the co-existence of different vehicles is a key issue in ‘B4B’ marketing”, affirmed Professor Dalsace.

This session will also focus on ‘voicing’, which encompasses massive data exchange with customers, both educating and engaging them in a phygital, omni-channel environment before taking the dual ‘buyer-seller’ perspective to leverage relationships and maximize long-term profit.

For more information and to register for the Masterclass, contact the Admissions Office: or call +974 4454 6079. For more information and to register for the Knowledge Lab, contact or call +974 4454 0278.