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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.

Latest posts

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Marketing

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.

Marketing

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.

Entrepreneurship

The State of AI-Driven Digital Transformation

Joerg Niessing & Marcus Ho

With a holistic transformation strategy, AI can create wonders.
1 comment

Marketing

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.

Strategy

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.”
7 comments

Marketing

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.
1 comment

Marketing

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.
1 comment

Marketing

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.
2 comments

Strategy

How Incumbents Are Adapting to Disruption

Incumbents are focusing on people skills, culture and customer centricity when it comes to digitisation.
1 comment

Marketing

Leveraging Digital to Optimise the Customer Experience

A broad array of new digital tools and trends can help you re-imagine the customer journey.
4 comments

Strategy

Setting the Stage for Digital Transformation

Joerg Niessing & Clémence Knaébel

Being customer-centric in a digital world requires not a plan but a process.
1 comment

Marketing

Disrupting a Traditional Industry by Breaking its Rules

Joerg Niessing

An INSEAD alumnus takes on the global beverage business.
1 comment

Marketing

Making Digital Marketing Strategy Work

Joerg Niessing & David Dubois

Three fundamental principles are at the core of successful digital marketing campaigns.
9 comments

Marketing

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.
4 comments

Marketing

Being Too Agile Could Kill Your Brand

Startups and incumbents alike should think twice before giving into the temptation to “reboot” their brand.

Marketing

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.
1 comment

Marketing

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.
5 comments

Marketing

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.
4 comments

Marketing

The Eight Most Common Big Data Myths

The hype surrounding “Big Data” does businesses a disservice by making it all look much too easy.
13 comments

Economics & Finance

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?
4 comments

Entrepreneurship

The ‘Omni-Channel Approach’ – Digital Banking for Generation Y

Banks must be prepared for serious disruption that has already begun.
2 comments

Strategy

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.

Entrepreneurship

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.
8 comments

Strategy

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.