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Phebo Wibbens

Assistant Professor of Strategy


Phebo Wibbens is an Assistant Professor of Strategy at INSEAD’s Europe campus. He teaches the MBA elective MAACS (Mergers, Acquisitions, Alliances and Corporate Strategy), as well as PhD courses on competitive strategy, corporate strategy, and research methods

In his research, Prof. Wibbens studies how companies create long-term value using methods from physics, mathematics, and economics. His research has been published in the Strategic Management Journal, Strategy Science, and PLOS ONE. All articles and supporting materials, including code and data, are available at He is the winner of the 2023 STR Emerging Scholar Award from the Academy of Management, which “recognizes a promising scholar who has established a research record of exceptional quality early in his/her career”.

Prof. Wibbens holds PhD and MSc degrees in Management from the Wharton School, University of Pennsylvania, as well as MSc degrees (cum laude) in both Physics and Mathematics from the University of Groningen (The Netherlands). Before his academic career, he worked for 8 years at Bain & Company in Amsterdam and Boston, first as a consultant and later leading the research team in the Global Strategy Practice. He co-authored the management book “Iconic: How to create a virtuous circle of success”, describing the strategies of long-term iconic organisations such as the Royal Concertgebouw Orchestra.

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ChatGPT and the Future of Business Education

P. Puranam, P. Dutt, P. Wibbens, A. Ovchinnikov, V. Sevcenko, T. Evgeniou, P. Parker

How ChatGPT can help – and hinder – research and learning at business schools.


Strategising for Success in Winner-Take-All Industries

Phebo Wibbens

Wild differences in performance within a market are largely shaped by that market’s dependence on resources.


LIVA: How to Truly Measure Long-Term Success

P. Wibbens, N. Siggelkow

Most executives care about creating long-term shareholder value but haven’t had the right tool to track it – until now.


How to Prolong Competitive Advantage

The resources that take a company further.
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