Masterclass ESSEC Business School - "When Building a Brand is a Strategy"

Synopsis

In today’s ever-changing business landscape, traditional strategies often fall short of delivering lasting success. Many businesses focus on resource management for efficiency and cost reduction.

However, recent disruptions, such as the pandemic, have revealed the limitations of this approach. To thrive in this dynamic environment, businesses must shift to a brand-centered strategy. This shift has the potential to provide a competitive edge.

Join us to explore this transformation, delivered in person by our expert, Prof. Ashok SOM, Management Professor at ESSEC Business School

Biography of Prof. Ashok SOM

Ashok SOM is Full-Professor of the Management Department at ESSEC Business School. He is one of the pioneering thought leaders in designing organizations and an expert in global strategy. He is author of more than 110 cases, articles and books, such as The Road to Luxury: The New Frontiers in Luxury Brand Management (Wiley 2021, 2nd Edition; translated in Mandarin in 2023), The Road to Luxury: The Evolution, Markets and Strategies of Luxury Brand Management (Wiley, 2015, translated in Mandarin in 2016), International Management: Managing the Global Corporation (McGraw Hill, 2009), and Organization Re-design and Innovative HRM (Oxford University Press, 2008). He holds a PhD in Business Administration from the Indian Institute of Management in Ahmedabad and Habilitation from CY University, Paris.