Branching Out Beyond Strategy

Jean-Pierre Jeannet and Hein Schreuder

Chapter 10 in From Coal to Biotech, 2015, pp 177-195 from Springer

Abstract: Abstract In this chapter the focus is on DSM’s effort to expand the development effort beyond strategy and beyond a single supporting business school. Although initially marketing was the reason for approaching business schools, DSM wanted to rekindle the marketing drive after focusing much on the strategy processes in the form of BSDs. Described are the programs dealing with marketing at various levels, as well as specialized courses on global key account management. The chapter describes the role business school providers played, and how DSM interacted with the business school community. Details are offered on program content and the supporting development effort to keep programs refreshed.

Keywords: Leadership Program; Marketing Program; Market Program; Marketing Plan; Global Account (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/978-3-662-46299-7_10

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