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...fore joining INSEAD in 1978, and has since been visiting professor at Cornell and Stanford.
At INSEAD Marcel has developed his research and consulting activities in marketing strategy with a particular focus on innovation, distribution channels and the interaction between distrubutors and manufacturers. His current research interests focus on the relationship between manufacturers and retailers in the fast moving consumer goods (FMCG) industry.
He has authored a number of pedagogical computer simulations and decision support systems (most recently, Allocator and phValue). His best known simulations are 'Stratpharm', and 'Elexir' for the Pharmaceutical industry, accompanied by a book on Marketing Strategy in the Pharmaceutical Industry, and 'StorEwars', specifically designed for the FMCG industry. The latter simulation is also accompanied by a book, co-authored with his wife, Judith Corstjens. The book is called Store Wars: The Battle for Mindspace and Shelfspace (J. Wiley & Sons) and analyzes and proposes strategies for manufacturers and retailers in the FMCG industry.
Aside from his books, Marcel has published his articles in a number of international academic journals including: Marketing Science, Management Science, Journal of Marketing, Journal of Marketing Research , Journal of Business ,and Harvard Business Review. His research has been featured in the Harvard Business Review and the Economist.
Marcel's consulting activities focus on marketing strategy in the pharma and the FMCG industries.
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- Branding
- Innovation
- Customer Management
- Marketing Strategy
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