Launch of Marion Debruyne’s book on customer innovation: customer-centric strategy for enduring growth

launch book marion customer innovation
Category: Corporate Events

Does your company combine customer centricity with innovative power to create an outside-in approach to the market?

Why this book?

This book was published in cooperation with Flanders DC

A new set of organisations have combined customer centricity with innovative power, and they have created an outside-in approach to the market. They are not driven by what they're good at. They start with the market and design their strategy around it, which enables them to be ahead of the curve in discovering new market opportunities and develop new products and services faster than ever before.

What sets these organisations apart is how they relentlessly listen to their customers, innovate and adapt their business model to build the ideal customer solution. When they can't do so themselves, they collaborate with outside parties to complement their in-house competencies with the competencies they're missing to enable new customer solutions. As a result of their customer focus, outside-in organisations operate according to a reversed value chain - the customer becomes the starting point and the value chain is the result of understanding customer needs and requirements.

Innovation expert Marion Debruyne explains how to become an outside-in organisation by constantly connecting with the market to anticipate changes, converting customer insights into actionable change and collaborating with others where their own capabilities fall short. In short: connect, convert, collaborate. Packed with real world examples from leading global companies, Customer Innovation provides the framework needed to shift from a product-oriented to a solutions-oriented focus and from a transaction-based to a co-creation-based customer relationship.

Official website

More info can be found at our Customer Innovation webpages


Author of the book & keynote speaker

marion debruyneProf Dr Marion Debruyne, Vlerick Business School 
Marion Debruyne is Associate Professor and Partner at Vlerick Business school. She is Director, Masters Programmes, as well as academic director of the executive open enrolment programme 'Product Management'. As a speaker and coach, she has ample experience within multiple industries ranging from pharma to industry, financial services to consumer products.




 3.30 pm  Welcome drink
 4 pm  Welcome speech by Dr Jan Bormans (Flanders DC) & Prof Dr Filip Roodhooft, Vlerick Business School
 4.10 pm  Presentation of the book by Professor Marion Debruyne
 4.50 pm  Workshop
 5.30 pm  Wrap-up & concluding remarks by Professor Marion Debruyne
 6 pm  Reception and standing dinner

Register now!

You can attend the event for free. Seats are limited.
A no-show fee of 50 euro will be charged for not showing without prior notice (16 May at the latest).

At the book launch event you will receive a voucher to order the book online (English or Dutch) with a discount from 22 May 2014 onwards.

Register now


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