Joerg Niessing
Senior Affiliate Professor of Marketing
Biography
Joerg Niessing is a Senior Affiliate Professor of Marketing at INSEAD and is passionate about bridging the academic and the business world on topics related to digital transformation, marketing, branding, customer centricity, and data analytics. He is a globally recognized expert on digital strategy and is known for his work on customer-centric digital transformation. Joerg just published the book “The Definitive Guide to B2B Digital Transformation” in 2020 and is also the curator of B2BDigitalTransformation.com – a resource hub for transformation leaders where he is also providing access to his webinar series featuring digital transformation leaders and brand builders.
At INSEAD Joerg teaches executives and MBA students on digital strategy, digital transformation, CX strategies, brand management, data analytics & customer intelligence. He is the co-director of INSEAD’s flagship programmes Leading Digital Marketing Strategy and B2B Marketing Strategies and Driving Digital Marketing Strategy (OOPS). Joerg has designed, directed, and delivered executive education programs or workshops for hundreds of global companies in over 30 countries such as Google, IBM, Diageo, Roche, Société Générale, PwC, Ferrero, Pernod Ricard, Abbvie, Randstad, Kion, Sanofi, Kone, Adecco, or Daimler. For his teaching Joerg has been awarded multiple times over the last years including the “teaching excellence award” in executive education, “direction excellence award” in executive education and “teaching excellence award in the MBA Programme”.
His credentials do not only come from his academic career, but also from over 14 years in consulting. Before joining INSEAD Joerg worked as a Partner at Prophet; a strategic marketing consultancy, where he was building and leading the customer insights & analytics team. As an experienced strategy consultant and start-up mentor, Joerg helps companies drive uncommon growth through customer-first, digital transformation. Joerg has worked and advised many companies across industries such UBS, Cisco, eBay, United Healthcare, PepsiCo, T-Mobile, United Airlines, Samsung, Electrolux, Cartier, Schneider Electric, Friesland Campina, Zurich, Swarovski, or GE. Joerg gives keynotes at conferences and consults for a number of organizations in his area of expertise.
Joerg holds a PhD in Marketing and a Master of Science from the University of Muenster. He has published more than 20 academic cases. He won the best marketing case award by the Case Center in 2018 for his case on Accor’s digital transformation.
At INSEAD Joerg teaches executives and MBA students on digital strategy, digital transformation, CX strategies, brand management, data analytics & customer intelligence. He is the co-director of INSEAD’s flagship programmes Leading Digital Marketing Strategy and B2B Marketing Strategies and Driving Digital Marketing Strategy (OOPS). Joerg has designed, directed, and delivered executive education programs or workshops for hundreds of global companies in over 30 countries such as Google, IBM, Diageo, Roche, Société Générale, PwC, Ferrero, Pernod Ricard, Abbvie, Randstad, Kion, Sanofi, Kone, Adecco, or Daimler. For his teaching Joerg has been awarded multiple times over the last years including the “teaching excellence award” in executive education, “direction excellence award” in executive education and “teaching excellence award in the MBA Programme”.
His credentials do not only come from his academic career, but also from over 14 years in consulting. Before joining INSEAD Joerg worked as a Partner at Prophet; a strategic marketing consultancy, where he was building and leading the customer insights & analytics team. As an experienced strategy consultant and start-up mentor, Joerg helps companies drive uncommon growth through customer-first, digital transformation. Joerg has worked and advised many companies across industries such UBS, Cisco, eBay, United Healthcare, PepsiCo, T-Mobile, United Airlines, Samsung, Electrolux, Cartier, Schneider Electric, Friesland Campina, Zurich, Swarovski, or GE. Joerg gives keynotes at conferences and consults for a number of organizations in his area of expertise.
Joerg holds a PhD in Marketing and a Master of Science from the University of Muenster. He has published more than 20 academic cases. He won the best marketing case award by the Case Center in 2018 for his case on Accor’s digital transformation.
Latest posts
Ten Ways AI Is Transforming Marketing
H. Mann, J. Niessing
Firms will soon be able to decode the unsaid when interacting with consumers – in fact, some already do.
Making the Shift to Digital Sales in B2B
Joerg Niessing & Fred Geyer
The old methods of demand generation won’t work in the always-online era.
The State of AI-Driven Digital Transformation
Joerg Niessing & Marcus Ho
With a holistic transformation strategy, AI can create wonders.
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Building Digital Resilience Around the Customer
J. Niessing, D. Dubois, A. Bejjani
Resilient businesses use digital technologies, data and analytics to create long-term customer value.
The Three Essentials of B2B Digital Transformation
Joerg Niessing & Fred Geyer
The most common question we hear is, “Where do I start?” The answer is, “Where it makes the most sense from a customer’s point of view.”
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How Corporates Can Leverage Start-ups Against COVID-19
Joerg Niessing
Top start-ups may be a critical resource for recovery, providing quick solutions where they’re needed most.
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What (Not) to Do in the Crosshairs of Digital Disruption
The downfall of iconic Swiss travel agency Kuoni exemplifies the grave options available to companies with pre-internet business models.
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How Brands Can Stay Relevant in the Digital Age
The brands that mean the most to consumers aren’t always the ones you’d expect.
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How Incumbents Are Adapting to Disruption
Incumbents are focusing on people skills, culture and customer centricity when it comes to digitisation.
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Leveraging Digital to Optimise the Customer Experience
A broad array of new digital tools and trends can help you re-imagine the customer journey.
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Setting the Stage for Digital Transformation
Joerg Niessing & Clémence Knaébel
Being customer-centric in a digital world requires not a plan but a process.
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Disrupting a Traditional Industry by Breaking its Rules
Joerg Niessing
An INSEAD alumnus takes on the global beverage business.
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Making Digital Marketing Strategy Work
Joerg Niessing & David Dubois
Three fundamental principles are at the core of successful digital marketing campaigns.
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Successful Digital Transformation Starts With the Customer
Joerg Niessing & Hilke Plassmann
Customer-centricity made it possible for a telco firm to revolutionise the banking industry in Serbia.
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Being Too Agile Could Kill Your Brand
Startups and incumbents alike should think twice before giving into the temptation to “reboot” their brand.
Content Marketing Runs on Inspiration
Tata Consultancy Services’ omni-channel promotion for the Amsterdam Marathon surpassed its business goals by going way beyond conventional marketing.
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Five Steps to Great Digital Customer Experiences
In an omni-channel marketing universe, brands trying to be all things to all customers will get lost in the shuffle.
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What Brands Need to Survive in a Digital World
Before you start making heavy investments in digital, make sure your brand adheres to these three basic principles.
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The Eight Most Common Big Data Myths
The hype surrounding “Big Data” does businesses a disservice by making it all look much too easy.
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The Dark Side of Social Media: Did Facebook, Twitter and YouTube Kill Charlie?
Terrorists actively use social media networks to spread their propaganda and recruit fighters as well as copycats. Should social media be regulated and, if so, how?
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The ‘Omni-Channel Approach’ – Digital Banking for Generation Y
Banks must be prepared for serious disruption that has already begun.
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Retailers: Who Needs Black Friday When You Have Big Data?
Arbitrarily slashed prices don’t necessarily win greater wallet share. Retailers need to bring ecosystem thinking to the store shelf.
Your Smartphone Is the New Bank Branch
The future of banking is, quite literally, in the hands of customers, on phones and tablets. The last to realise this are the ones with the most to lose or gain: the banks themselves.
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What Industry Leaders Are Doing With Their Data
Data can be your secret weapon, but using it effectively is much more about processes and people than about tools.