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have not yet verified your email address, please click the verification link on the email we sent you.",[],{"sys":"9666"},"6s9jzGZfKU0Y0vBOFm4V5e","2023-06-20T08:25:36.290Z",{"sys":"9667"},{"sys":"9668"},"INFO_ACCOUNT_EXISTS_DEACTIVATED","The user exists, but their web account status is in a deactivated state. The user needs to re-activate and follow forgotten password path.",[],{"sys":"9669"},"2SIB0Ve3XXaFeD0TRhdOgX","2023-06-20T08:25:52.131Z","2023-10-18T22:21:12.841Z",{"sys":"9670"},{"sys":"9671"},"INFO_USER_ACCOUNT_ALREADY_EXIST","This email address has already been registered with London.edu or emba-global.com, please {{log_in}} to continue or {{recover_your_password}}.",[],{"sys":"9672"},"1KQLvXQhkD8XRkAifSi5Vd","2023-06-20T08:26:18.847Z","2024-02-02T08:50:15.047Z",{"sys":"9673"},{"sys":"9674"},"CRM_API_ERROR","There was an issue with saving information to your profile, our systems may be down please check back later",[],{"sys":"9675"},"4S1BcJHW4vP8idu48fCda6","2023-06-20T08:26:33.455Z","2024-02-16T15:46:09.700Z",{"sys":"9676"},{"sys":"9677"},"IDENTITY_API_ERROR","There was an issue with your account creation as our system might be down. Please try again later.",[],{"sys":"9678"},"vBEAmCPkQZYHVfK98DEeX","2023-06-21T09:16:19.046Z",{"sys":"9679"},{"sys":"9680"},"GENERIC_MESSAGE","Something went wrong, please try again.",[],{"sys":"9681"},"5BJaPjMLhktMbyZsNhwPPS","2023-09-19T05:02:27.366Z",{"sys":"9682"},{"sys":"9683"},"ERROR_JOBLEVEL_REQUIRED","The Job level/seniority is required.",[],{"sys":"9684"},"zuwxxnWQZX0c0hcvknoNN","2023-09-19T05:03:35.221Z",{"sys":"9685"},{"sys":"9686"},"ERROR_INVALID_JOB_LEVEL","The Job level (Seniority) does not exist.",[],{"sys":"9687"},"6NlQkPrzzwy6ICvYrVaoHw","2023-09-20T12:15:50.368Z",{"sys":"9688"},{"sys":"9689"},"ERROR_AWA_PERCENTILE_OUT_OF_RANGE","The AWA percentile is out of range. Must be 0 to 100",[],{"sys":"9690"},"5GDdtfqdq2aA3osPZfZD3I","2023-09-20T12:17:49.823Z",{"sys":"9691"},{"sys":"9692"},"ERROR_AWA_SCORE_OUT_OF_RANGE","The AWA score is out of range. Must be 0 to 5000",[],{"sys":"9693"},"78l66KSyyJsJx9WImik6jP","2023-09-20T12:18:13.441Z",{"sys":"9694"},{"sys":"9695"},"ERROR_BROCHURE_TYPE_REQUIRED","The Brochure type is required. int (0 to 3)",[],{"sys":"9696"},"2ydt6JhwDcivqNi1F9u3yf","2023-09-20T12:18:38.457Z",{"sys":"9697"},{"sys":"9698"},"ERROR_ACADEMIC_INST_REQUIRED","The Academic institution field is required.",[],{"sys":"9699"},"3qm2O47nBATX73ivGgYoTF","2023-09-20T12:19:05.144Z",{"sys":"9700"},{"sys":"9701"},"ERROR_CITY_MAX_LENGTH","The city value exceeded the maximum length of 50 characters allowed.",[],{"sys":"9702"},"34knb5Yu3QM1UpGN3EC7sn","2023-09-20T12:19:27.801Z",{"sys":"9703"},{"sys":"9704"},"ERROR_COMMENTS_REQUIRED","The Comments, Notes are required.",[],{"sys":"9705"},"4J95oJXFYo3j8KJxxNOXB","2023-09-20T12:19:52.554Z",{"sys":"9706"},{"sys":"9707"},"ERROR_COMPANY_MAX_LENGTH","The company value exceeded the maximum of 50 characters allowed.",[],{"sys":"9708"},"6JePrdEqMxj66PCKoyhRVX","2023-09-20T12:20:18.034Z",{"sys":"9709"},{"sys":"9710"},"ERROR_COMPANY_REQUIRED","The Company field is required.",[],{"sys":"9711"},"1rc0WLhV6AZQZfNKi8I6Bb","2023-09-20T12:20:42.901Z",{"sys":"9712"},{"sys":"9713"},"ERROR_CV_FILE_REQUIRED","The CV documents file is required.",[],{"sys":"9714"},"44BVAs2HnSzmJ8K5228DCY","2023-09-20T12:26:09.470Z",{"sys":"9715"},{"sys":"9716"},"ERROR_EASCORE_OUT_OF_RANGE","The EA Score value is out of range. 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Must be 0 to 5000",[],{"sys":"9747"},"4DEBeFo4fXDWRJPd0PZXUB","2023-09-20T12:31:59.929Z",{"sys":"9748"},{"sys":"9749"},"ERROR_HOME_COUNTRY_REQUIRED","The country of residence/home country is required.",[],{"sys":"9750"},"2BJSeris8dtH89hy8NwTja","2023-09-20T12:32:31.256Z",{"sys":"9751"},{"sys":"9752"},"ERROR_INDUSTRY_REQUIRED","The industry is required.",[],{"sys":"9753"},"3S7Po0QJ1DQPZx1RXDtqVs","2023-09-20T12:33:00.253Z",{"sys":"9754"},{"sys":"9755"},"ERROR_INVALID_BROAD_INDUSTRY","The broad industry does not exist.",[],{"sys":"9756"},"3YW3IowPAdxTIcxRF3kzx1","2023-09-20T12:33:59.445Z",{"sys":"9757"},{"sys":"9758"},"ERROR_INVALID_BROCHURE_TYPE","The brochure type does not exist. Must be 0 to 4",[],{"sys":"9759"},"79oEKBHE14jMtoMyDbWx6U","2023-09-20T12:34:27.730Z",{"sys":"9760"},{"sys":"9761"},"ERROR_INVALID_CAREER_ASPIRATIONS","The Career Aspiration does not exist.",[],{"sys":"9762"},"3FB4SSDKzHyXMnK6en3L6N","2023-09-20T12:35:00.158Z",{"sys":"9763"},{"sys":"9764"},"ERROR_INVALID_EMAIL_ADDRESS","Invalid email address format.",[],{"sys":"9765"},"5nbbEiwXmIrzJMYLocQrk8","2023-09-20T12:35:24.405Z",{"sys":"9766"},{"sys":"9767"},"ERROR_INVALID_FORM_PROGRAMME_CODE","The Programme (Type) code does not exist.",[],{"sys":"9768"},"3LoKWeCeTwF6j4r41XIZ9g","2023-09-20T12:35:49.453Z",{"sys":"9769"},{"sys":"9770"},"ERROR_INVALID_GENDER","The Gender does not exist.",[],{"sys":"9771"},"lIgFIygkUSqGAocfUhVve","2023-09-20T12:36:18.728Z",{"sys":"9772"},{"sys":"9773"},"ERROR_INVALID_HOME_COUNTRY","The country does not exist.",[],{"sys":"9774"},"1PeIQaSQhRl7runM25sPdJ","2023-09-20T12:38:05.682Z",{"sys":"9775"},{"sys":"9776"},"ERROR_INVALID_INDUSTRY","The industry does not exist.",[],{"sys":"9777"},"4aPYMgq7ysjfVZwiyccWXM","2023-09-20T12:39:44.235Z",{"sys":"9778"},{"sys":"9779"},"ERROR_INVALID_JOB_FUNCTION","The Job function does not exist.",[],{"sys":"9780"},"3fyLTfEPtjznYLseg261Rk","2023-09-20T12:40:13.922Z",{"sys":"9781"},{"sys":"9782"},[],{"sys":"9783"},"5TZkRPizRPHLJdK3jRZYgf","2023-09-20T12:41:02.051Z",{"sys":"9784"},{"sys":"9785"},"ERROR_INVALID_NATIONALITY","The nationality country name does not exist.",[],{"sys":"9786"},"6Ipt8pRzv2KdjvHYgjJJIj","2023-09-20T12:41:29.436Z",{"sys":"9787"},{"sys":"9788"},"ERROR_INVALID_PHONE_NUMBER","The format of the phone number is incorrect.",[],{"sys":"9789"},"7rta1rsXkJeKhnz88V0tzn","2023-09-20T12:42:45.476Z",{"sys":"9790"},{"sys":"9791"},[],{"sys":"9792"},"4moNPmBR4Cio9fy9ZqSTEs","2023-09-20T12:43:12.029Z",{"sys":"9793"},{"sys":"9794"},"ERROR_INVALID_PREFERRED_DATE_ID","The format of the preferred date id is incorrect. Should be Guid.",[],{"sys":"9795"},"7JGEqun84aUXh0AfGRYaAT","2023-09-20T12:43:46.385Z",{"sys":"9796"},{"sys":"9797"},"ERROR_INVALID_STUDY_FORMAT","The study format does not exist.",[],{"sys":"9798"},"3pCPa4IguVodvmimBtU8Pk","2023-09-20T12:44:08.726Z",{"sys":"9799"},{"sys":"9800"},"ERROR_INVALID_STUDY_LOCATION","The study location does not exist.",[],{"sys":"9801"},"3S4u3XK89H62BiHgt6TKa","2023-09-20T12:44:29.476Z",{"sys":"9802"},{"sys":"9803"},"ERROR_INVALID_TITLE","The title does not exist.",[],{"sys":"9804"},"4hF6U5DtoyiGoXN0ZoMyXP","2023-09-20T12:44:51.617Z",{"sys":"9805"},{"sys":"9806"},"ERROR_INVALID_YEAR_OF_STUDY","Must be a value from 0 to 100.",[],{"sys":"9807"},"5Gg07PL5hs0RmU7BJcJKQ6","2023-09-20T12:45:22.200Z",{"sys":"9808"},{"sys":"9809"},"ERROR_INVALID_WHAT_LED_YOU","The what led you does not exist.",[],{"sys":"9810"},"1v9GOno3DtZUAdi3bW9mB7","2023-09-20T12:45:44.301Z",{"sys":"9811"},{"sys":"9812"},"ERROR_IS_HR_PROFESSIONAL_REQUIRED","This is required. Set to true or false depending on the value selected on the form.",[],{"sys":"9813"},"7cfIyyFCLr6V4zlmsnxEJ9","2023-09-20T12:46:05.032Z",{"sys":"9814"},{"sys":"9815"},"ERROR_JOB_TITLE_REQUIRED","The Job title is required.",[],{"sys":"9816"},"34wRHrFyqaGhfexF1tavke","2023-09-20T12:46:26.668Z",{"sys":"9817"},{"sys":"9818"},[],{"sys":"9819"},"2CNc180G7lNO2SQ45ZCdB3","2023-09-20T12:46:47.132Z",{"sys":"9820"},{"sys":"9821"},"ERROR_LAST_NAME_MAX_LENGTH","The Lastname/Surname value exceeded the maximum of 30 characters allowed.",[],{"sys":"9822"},"79RaqyIadyGmlj3mVpPX1v","2023-09-20T12:47:11.944Z",{"sys":"9823"},{"sys":"9824"},"ERROR_LAST_NAME_REQUIRED","The Lastname/Surname is required.",[],{"sys":"9825"},"4KL74xdTqWEaNRPLW6ETxv","2023-09-20T12:47:40.153Z",{"sys":"9826"},{"sys":"9827"},"ERROR_LINKEDIN_URL_MAX_LENGTH","The LinkedIn Url value exceeded the maximum length of 50 characters allowed.",[],{"sys":"9828"},"66nBIVg39yIigth8nMNudB","2023-09-20T12:48:02.043Z",{"sys":"9829"},{"sys":"9830"},"ERROR_MAX_LENGTH_1024","The Enquiry text maximum length of 1024 characters has been exceeded.",[],{"sys":"9831"},"QbctBNVhrqZLcy4c3knBr","2023-09-20T12:48:25.353Z",{"sys":"9832"},{"sys":"9833"},"ERROR_MAX_LENGTH_2000","The Comments text maximum length of 2000 characters has been exceeded.",[],{"sys":"9834"},"6DrDriG34YSVIKTN4Vm5NQ","2023-09-20T12:48:48.194Z",{"sys":"9835"},{"sys":"9836"},"ERROR_NATIONALITY_REQUIRED","The Nationality country name is required.",[],{"sys":"9837"},"6CMFWjneETZQAMgZwHUsyu","2023-09-20T12:49:15.703Z",{"sys":"9838"},{"sys":"9839"},"ERROR_OBJECTIVES_REQUIRED","The objectives is required.",[],{"sys":"9840"},"1uS8BaQxnTjrbfoJCmM0Pf","2023-09-20T12:50:07.828Z",{"sys":"9841"},{"sys":"9842"},"ERROR_PASSWORD_REQUIRED","The user profile password is required.",[],{"sys":"9843"},"1fXC7WfpL8TGPHX1sfvQeT","2023-09-20T12:50:32.450Z",{"sys":"9844"},{"sys":"9845"},"ERROR_PASSWORD_TOO_WEAK","The password the user entered is too weak.",[],{"sys":"9846"},"2GD5stEo4S1zKbjIoGz3FC","2023-09-20T12:58:00.857Z",{"sys":"9847"},{"sys":"9848"},"ERROR_PREFERRED_DATE_REQUIRED","The preferred date value is required.",[],{"sys":"9849"},"4r0NItjAuDbYTLrK7MUjdq","2023-09-20T12:58:28.320Z",{"sys":"9850"},{"sys":"9851"},"ERROR_PROGRAMMES_OF_INT_REQUIRED","At least one Programmes of Interest is required.",[],{"sys":"9852"},"4fGkP5U7D3yz0CPU5ftEhl","2023-09-20T12:58:58.766Z",{"sys":"9853"},{"sys":"9854"},"ERROR_QUANTITIVE_PERCENTILE_OUT_OF_RANGE","The Quantitive percentile is out of range. Must be 0 to 100",[],{"sys":"9855"},"5FnmXJwgT9aoCntG78fVJm","2023-09-20T12:59:20.861Z",{"sys":"9856"},{"sys":"9857"},"ERROR_QUANTITIVE_SCORE_OUT_OF_RANGE","The Quantitive score is out of range. 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\n

He teaches on the following programmes:

\n
\n

Developing Strategy for Value Creation
MBA
Exploiting Disruption in a Digital World

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Michael G Jacobides (see www.jacobides.com) is the Sir Donald Gordon Professor of Entrepreneurship & Innovation and Professor of Strategy at London Business School. His work, which has received the Sloan Foundation Award, has appeared in the top academic journals such as SMJ, AMJ, AMR, OrgSci and Industrial & Corporate Change, where he is a co-Editor. He studies industry evolution, value migration, firm boundaries and organization design. His recent work has shed light on the emergence and development of digital platforms and ecosystems and has looked at the strategic and policy issues this raises. He has visited Harvard, NYU, Cambridge, Imperial, Bocconi and Wharton, where he obtained his PhD, after studying at Athens, Cambridge and Stanford. He is the Chief Expert Advisor on the Digital Economy at the Hellenic Competition Commission and a co-author of the WEF’s White Paper on Digital Platforms and Ecosystems. He is also a Visiting Scholar at the New York Fed, working on the shifting business model of financial intermediation.

Michael is the Lead Advisor of EvolutionLtd and an Academic Advisor to the Boston Consulting Group. A winner of the 2018 Theory to Practice Award from the StrategieForum, he was selected in 2019 as one of the Thinkers50. He writes for HBR, SMR and Forbes.com, and has appeared at the FT, CNN and BBC. He works on thought leadership with consultants such as McKinsey, IDEO, Accenture, PwC, Deloitte, Keystone and ECSi, and on strategy with corporates such as Haier, Huawei, MasMovil, Vodafone, Nokia, SAP, Enel, Santander, Helvetia, Zurich, CS, Airbus, DeBeers, Burberry, MerckSerono and the NHS. He served on the Global Agenda Council of the World Economic Forum and has presented at the Davos Annual meetings.

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Teaching portfolio

Our teaching offering is updated annually. Faculty and programme material are subject to change.

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As customers, inundated with choice, are increasingly open to shifting from products to experiences, FMCG firms are left with a conundrum: How should they go beyond their traditional boundaries? Also, as competition is making it increasingly difficult for companies to reach consumers and attract their attention, how can such moves reinvigorate not only customer experience but also brand perception? Winning brands are in the lookout of how they can improve the experience of interacting with them, and it is becoming clear they are increasingly partnering with other brands in order to do so. The question becomes, what choices do firms have?

Through our research and engagement with practice through project with Evolution Ltd, we have identified three strategies that companies can use to improve their customer experience and shape their brand perception: creating value alone within the realm of their existing industry; collaborating with other companies across industry boundaries; and co-developing value with ecosystem partners while redefining industries. Each of them serves a particular function, has its own pros and cons, and understanding them is the first step in invigorating brand and customer proposition alike. Mapping what a company does along these lines, as we propose in the figure below, helps get a handle of the opportunity space – and on what could be the next frontier.

$\"Ecosystems$

So what are the three columns about? Let’s look at each one of them in turn.

Playing within the realm of the current industry

The first option, which is the “traditional” approach, is to do something new – but, do so within the existing sectoral boundaries. Firms innovate but within limits. This focus encompasses most traditional marketing and commercial activities, as well as new product development. An individual company creates value without straying beyond the boundaries of its industry. For example, a brand such as KitKat or Oreo launches a new flavour. This is the most popular strategy, and numerous FMCG companies employ it on a regular basis. Yet, it isn’t the only possible option, which is why it’s worth considering the next two sets of opportunities.

Expanding the boundaries of what the company does by collaborating with others

What we have seen is that firms increasingly add value by engaging in collaborations to create and capture value for the customer, and the brand alike. Here, the company collaborates with another brand in a co-branding marketing activity or to develop a unique multi-product bundle to enhance customer value.

For instance, two iconic Italian brands, Smeg and Dolce & Gabbana, collaborated to create a unique home appliance collection that brought Sicilian aesthetics to their customers’ homes. Both companies transcended the boundaries of their traditional industries, with D&G playing in the home appliances arena and Smeg in fashion.

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$\"Ecosystems$

Some collaborations are created at the intersection of digital and physical. Traditionally, physical brands partner with digital natives to reach new audiences with Metaverse providing ample opportunities in this space. Gucci partnered with Roblox to create a virtual complement to Gucci’s Florence-based real-life exhibition. Gamers took the form of digital avatars which transformed into digital artworks as they moved through a series of rooms inspired by iconic Gucci campaigns. Virtual visitors were also able to shop for limited-edition digital Gucci items with a digital Dionysus bag sold for 350,000 Robux ($4,115).

In another campaign, digital experience was created to complement traditionally physical service of air travel. Peloton partnered with Delta Airlines and brought its classes to the airline’s in-flight entertainment systems – the first time Peloton’s content became available to stream outside of its app or hardware.

Creating or participating in new, collaborative ecosystems

Beyond such one-off collaborations, which can both improve customer experience and help invigorate the brand a firm has and its perception, we see firms increasingly focus on shaping entire collaborative structures as business ecosystems: collaborative structures that deliver an integrated customer value proposition in which customers themselves are the decision-makers. Complementary and modular solutions co-create significant value for the customer, with industry boundaries shifting and dissolving as a result.

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Business ecosystems are most often mentioned in relation to the tech world, but there are examples from FMCGs, too. Consider Nespresso, a coffee company that redefined the way coffee is delivered and consumed. Nespresso built an ecosystem with machine manufacturers (e.g. Krups, Delonghi) on the one side, and coffee producers providing standardised capsules (e.g. Lavazza, Starbucks) on the other. Nespresso itself sets the standards and “rules of the game,” and importantly promotes the ecosystem to ensure demand for Nespresso-compatible products. The ecosystem proved so successful that other coffee brands such as Illy, Lavazza, and Keurig followed suit and attempted to build their own coffee ecosystems.

Ecosystems can be created not only by engaging external partners, but also within a company by combining products from different business units. Apple does this well in the tech world, but Nike is another strong example from FMCGs. Nike managed to build an experience ecosystem around its brand and the sports and activities its users enjoyed, using an app to forge new connections between products, such as running shoes and wearable devices, as well as venturing into live experiences with Nike Run Club events.

Ecosystems generally deliver more value to customers and provide ample value-capture opportunities for the companies that participate in them.

Succeeding through multi-product (experience) and multi-actor ecosystems

Success, then, comes from both generating income and generating brand excitement through ecosystem design. Such ecosystems are multi-product in the sense that they relate to a set of products that reinforce the value of each other, and that can collectively form an experience which can be appealing to the customer. Precisely because it covers an interesting combination of needs. This multi-product or experience ecosystem is also valuable because it helps refresh the brand – not only elevating it through association, but also by helping it move into a new perceptual space.

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Such ecosystems often integrate physical and virtual experiences. Consider for instance what Majid Al Futtaim has done in the Gulf, where it has provided a web of services to the customers that visit its malls (like Dubai Mall) and its stores (like Carrefour in the UAE), which provide convenience to the shopper. MAF combines customers’ physical experiences as they shop with convenience and geolocation services. It rewards customers with points that aim to engage them and provide MAF with a more granular understanding of customer habits in real time, yielding an asset that can motivate its tenants' retail stores.

With the excitement with Metaverse running high, we also expect gamification – the use of computer and immersive games (drawing on artificial reality (AR) and virtual reality (VR)) to become an additional feature of these experience ecosystems, and their success will hinge on the ability to provide a solid unified experience for the customer.

In addition, ecosystems have a multi-actor perspective – that is, whatever scope we decide to set, they need to engage many different complementors to be able to deliver value-added services. A firm does not need to orchestrate the ecosystem it is active in, and for most firms partner or complementor strategy is preferred. Defining customer and partner value proposition, identifying key pain points and rewards to use, setting KPIs to track are important components of any ecosystem strategy. In addition, orchestrators must define partner selection and onboarding processes and form a view on ecosystem governance.

In setting up ecosystems strategy, knowing what we are after is critical: Is it new revenue streams or additional margin? Is it a brand reinvigoration or is it experimentation with new directions? Ecosystems allow us to explore, but exploration should be coupled with a sense of purpose and direction, to be able to leave a mark.

There’s no such thing as a free lunch – even in the world of ecosystems and collaborations

Ecosystems allow us to experiment and learn, draw on partners’ capabilities and extend our own, in ways that will take us well beyond the simpler set of activities that transgress traditional boundaries. Yet they require time and attention – and the homework to define the right scope of the experience ecosystem and the right approach in setting up the role in the multi-actor context. Choices such as whether to be an orchestrator vs a partner, and how to motivate others around you are crucial to your success. And this is where good intentions do not suffice: Orchestration takes time, resources, and position. For many companies, that role will be out of reach – but they can still begin their journey by learning how to collaborate with partners through ad hoc collaborations that deliver fresh customer experiences. Alternatively, they can adopt a complementor strategy by participating in established ecosystems and piggybacking on their success.

Michael G Jacobides is the Sir Donald Gordon Professor of Entrepreneurship & Innovation and Professor of Strategy at London Business School. This report was first published as a White Paper for Evolution Ltd, where MGJ is Lead Advisor, Rene Langen and Yuri Romanenkov are Senior Advisors and Nikita Pusnakovs is Engagement Manager, and draws on work for Lavazza done jointly with Spring Studios;

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Because marketing focuses on growth, it creates employment and offers products and services that improve lives
This can make a huge difference in emerging markets, where personal and professional futures are inextricably linked
Business and entrepreneur-led growth is palpable in places like India today
To make change possible, we must first ask what the purpose of a business is and why should it exist.

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Industry evolution and profit migration
Business model change
Strategy in changing environments
Corporate turnarounds and organisational transformation
Structural change and policy challenges

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He teaches on the following programmes:

MBA
Developing Strategy for Value Creation

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Professor Birkinshaw has a PhD from Western University, Canada. He is a Fellow of the British Academy, Strategic Management Society and the (American) Academy of Management. He has honorary doctorates from Copenhagen Business School and Stockholm School of Economics

Professor Birkinshaw is an internationally-renowned academic who has made important contributions to the research on innovation, digital transformation and agility of large multinational firms. He believes strongly in the practical application of academic knowledge to business issues. He is committed to helping students and alumni of LBS become agents of positive change in the business world.

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Whether you’re looking to explore your options with part-time programmes or specialise in topics such as Finance, there are dozens of highly rated LBS programmes to consider.\n",{"metadata":"26769","sys":"26770","fields":"26771"},["26772","26773","26774"],[],{"sys":"26775"},"6AMeWMq3mSQrgn9CdubTDf","2023-07-08T12:02:21.087Z","2023-07-29T00:22:18.637Z",{"sys":"26776"},{"sys":"26777"},"Masters degrees related programmes button row SHARED",["26778"],[],{"sys":"26779"},"10ippEhM50MDiagH2V0BuR","2023-03-26T09:32:18.264Z","2024-02-28T17:26:27.019Z",{"sys":"26780"},{"sys":"26781"},"MBA Landing page FAQs","MBA FAQs","white",["26782","26783"],[],{"sys":"26784"},"5SFLA1bokokUzn6yqV2yhp","2023-07-08T13:22:10.866Z","2024-02-28T17:26:27.093Z",{"sys":"26785"},{"sys":"26786"},"MBA FAQS button row",["26787"],[],{"sys":"26788"},"6gnkyfctVUeg5Uk06UlnBq","2023-04-15T08:47:04.873Z","2024-02-28T17:26:27.141Z",{"sys":"26789"},{"sys":"26790"},"Contact Us MBA",["26791"],{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"9065"},"Digital world","Disruption",{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"26538"},{"tags":"26792"},{"space":"26793","id":"26794","type":"2023","createdAt":"26795","updatedAt":"26796","environment":"26797","revision":2,"locale":"1911"},{"title":"23188","description":"794","file":"26798"},{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"26547"},{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"16208"},{"tags":"26799"},{"space":"26800","id":"26801","type":"1906","createdAt":"26802","updatedAt":"26802","environment":"26803","revision":1,"contentType":"26804","locale":"1911"},{"referenceTitle":"26805","image":"26806","altText":"26805","migrationMetadata":"26807"},[],{"sys":"26808"},"1lib5nc9fZe2WYlMbkKvfc","2023-04-10T13:54:06.928Z","2023-12-14T17:17:13.200Z",{"sys":"26809"},{"sys":"26810"},{"metadata":"26811","sys":"26812","fields":"26813"},[],{"sys":"26814"},"5ntbn72kUYZKsAMNDqxm3D","2023-04-03T09:56:19.542Z","2023-12-15T16:29:41.177Z",{"sys":"26815"},{"sys":"26816"},"Programme impact - Exploit","Programme impact ","Embrace the power of change","Stay ahead in the swiftly changing global business landscape and help your business evolve with our Mastering Digital Transformation programme.",["26817","26818"],[],{"sys":"26819"},"4cOXetNokk9r9TQfOsl77k","2023-04-19T14:47:58.807Z","2023-04-19T14:49:40.803Z",{"sys":"26820"},{"sys":"26821"},"Exploiting quotes",["26822","26823"],[],{"sys":"26824"},"2BSkQktZ3Rd7iLy92xhnd9","2023-03-31T13:37:01.586Z","2024-03-03T11:34:40.125Z",{"sys":"26825"},{"sys":"26826"},"Right for you - Exploiting","This programme is for senior leaders with at least 10 years of management experience, who are responsible for the strategic direction of their organisation, leading its digital transformation, or preparing it for the future.",[],{"sys":"26827"},"2Y95D67d7LWIec9ZcvWuPc","2023-03-31T13:35:34.402Z",{"sys":"26828"},{"sys":"26829"},"Right for you - exploiting",["26830","26831","26832"],[],{"sys":"26833"},"1ZxVajPJLXB4j52u1tY5oP","2023-03-31T14:00:14.459Z","2023-08-08T13:34:13.419Z",{"sys":"26834"},{"sys":"26835"},"Who attends - Exploiting","Who attends ",["26836","26837"],[],{"sys":"26838"},"3Pvds1Q4QV4R8olcAr66lu","2023-07-05T13:19:45.136Z","2023-12-15T16:54:46.705Z",{"sys":"26839"},{"sys":"26840"},"Programme content - exploiting","Programme-content","Empower your organisation, regardless of size, to harness the force of digital disruption.","Master the art of organisational transformation to capitalize on digital opportunities. 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The fee for the programme is £9,900.*

The programme fee covers all required study materials, programme activities, as well as refreshments and most meals. It also includes access to a well-appointed gym with a swimming pool. It does not include accommodation.

We offer a 25% discount for London Business School Alumni and for those who complete four eligible Certificate in Management or Finance programmes.

For more information on what the programme fee covers, please speak to our Client Relationship Manager.

*Fees are subject to change.

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Fees

The fee for the programme is £9,500.*

We offer a 25% discount for London Business School Alumni and for those who complete four eligible Certificate in Management or Finance programmes.

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*Fees are subject to change.

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How do boards manage the twin demands of their duties to shareholders and responsibilities towards the environment

In this episode of Leadership Playbook, David Jackson, former Company Secretary of BP, joins Tom Gosling, Executive Fellow at the London Business School for a lively discussion on the topic. Using the example of oil and gas companies, David and Tom explore the role of the board versus the CEO when it comes to strategy development. They also consider board responsibilities around maximizing shareholder value balanced against environmental questions. Finally, they look at the role of shareholder preferences, board duties, and ethics, when it comes to ESG.

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Delivering impact: insights from sustainability entrepreneurs

What does it take to launch and scale a sustainability-focused business? In this episode of Entrepreneurship Now, Jane Khedair, Executive Director of the Institute of Entrepreneurship and Private Capital at London Business School, is joined by a diverse panel of impact entrepreneurs, who discuss overcoming problems as a start-up business, their motivations and drivers, and how they accelerated their business development by collaborating with other stakeholders of society. Finally, they consider how to measure the social impact of their ventures, as well as looking at how to find the balance between impact and income.

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Leadership Playbook

When uncertainty is the norm and expectations of leaders are higher than ever, how can you equip yourself with what it takes to inspire your people while tackling big business challenges? London Business School faculty and special guests discuss everything from ethical leadership to effectively leading through disruption in this Think at London Business School series.

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Entrepreneurship Now

From starting up to scaling up, getting your team right to finding the funding you need: what’s it really like to run your own business? Successful founders of ventures reveal the highs and lows of the entrepreneurial journey in this series of interviews for Think at London Business School.

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Good Business

In today’s troubled world the best business leaders are looking beyond profit to purpose and making a positive impact. Join London Business School faculty, alumni and other experts as they explore the role of business in addressing the key challenges facing us all – from inequality to climate change. This series is brought to you by Think at London Business School.

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think ahead

How can you navigate the now and be prepared for what’s next? Listen in each month as we convene a panel of London Business School thought leaders and distinguished guests to debate and discuss a hot topic in the business world and beyond. Fresh perspectives on what matters most, brought to you by Think at London Business School.

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The Why Podcast

Every piece of academic research starts with a question to answer or puzzle to solve. Listen in as London Business School faculty describe how they set about making new discoveries on a subject they’re curious about, what their findings suggest and what the implications are for you and your business. A Think at London Business School podcast.

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What We Did Next

What We Did Next is a Think at London Business School podcast series that features two alumni in conversation about their lives and careers. If you would like to take part in a future episode, please get in touch.

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think ahead is London Business School’s event and podcast series, in which London Business School’s leading faculty and other global experts explore today’s big business issues, giving you future-focused, actionable insights. Our world-class speakers come together to discuss a wide range of relevant topics, including sustainability, AI and the economy

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Subscribe to think ahead podcasts

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London Business School (LBS) has a long and proud tradition of educating future entrepreneurs. The number of students who go on to found companies based on models and concepts studied at length in the LBS classroom is legion and includes many illustrious names. No member of faculty would deny deriving a sense of pride from seeing their sometimes radical, occasionally revolutionary, ideas germinate in students’ minds, then blossom into living, breathing organisms that thrive in the real world.

Cesar Gon and Bruno Guicardi, cofounders of Brazilian digital innovation firm CI&T, did not study at London Business School. In fact, neither had ever so much as set foot on its campus. Moreover, in 2016, when this story begins, they were already highly successful entrepreneurs, having founded CI&T with university classmate Fernando Matt in Campinas in 1995, during the early years of the internet revolution. So how were they influenced by LBS faculty thinking?

CI&T started as a software development consultancy but, as Guicardi recalled, soon “evolved into building things”, seeking partnerships with leading tech companies in the US to help it grow. This gave it a strong competitive position in its home market and inroads into working with US companies.

Not least among the many notable aspects of CI&T’s journey as a company was the commitment of its founders – who all trained in computer engineering – to deploying rigorous methodology in serving clients and growing the business. In the 1990s, this meant deploying a unified process for large-scale software deployment, incorporating industry-standard waterfall methodologies of the day (the company even achieved the highest level of Carnegie Mellon University’s Capability Maturity Model Integration (CMMI) – the smallest company in the world to do so.)

For CI&T, the methodology was as important as having a technology edge. “We had clearly defined the 450 separate practices required to complete a single project and our maximum deviation was about 4%. In software project-management terms, we were superstars,” said one executive.

This sophisticated approach earned CI&T a best-in-class reputation in Latin America; the developer that major brands sought out when a project was too big to fail, with project predictability rates for delivery and cost that far exceeded the industry average.

In 2006, having done some work for Johnson & Johnson in Brazil, the company put boots on US soil for the first time, an expansion which proved hugely successful, with sales to Johnson & Johnson alone growing from $1m to $6m in the following year and leading to follow-on work in several other countries.

The advent of agile

In 2006, having grown from start-up to highly respected mid-tier consultancy, the founders were starting to become aware that radical changes were taking hold of their industry. That same year saw a rather rude encounter with a Senior Vice President from Yahoo!, visiting CI&T to assess it as a provider, who told them: “We love your company and your culture and we can see that you are terrific technically. We want to work with you. But your processes are shit.”

Proving true to his word, the Yahoo! VP took CI&T’s founders on “a four-month experiment” with the internet giant, using fast-moving, cross-functional teams split between Campinas and Yahoo!’s global headquarters in Sunnyvale, California.

It was CI&T’s introduction to the emerging methodologies of scrum and agile and, while the results of the experiment were mixed, the quality of the programming was high and team members loved the new model.

The founders were intrigued by these developments and – as they always had – read up on the latest articles on technology development, which was now all about agile and lean manufacturing. As Gon noted, “The previous model had worked well for a software factory, but to deliver innovation and creativity they were anachronistic.”

Within the space of two years, and having entering the US, where the new models were really taking off with, the founders became convinced that the world of waterfall-based, top-down development was a thing of the past and pivoted their core offering to ‘Adopting Agile at Scale’.

Guicardi recalled: “We became dogmatic about it – [we decided that] we will not take on waterfall work, it’s got to be agile … in retrospect, this bold move paid off, because scaling up agile allowed us to move up the food chain. The marketing and technology worlds were starting to converge. We were no longer selling just to CIOs – we were starting to talk to CEOs and chief marketing officers.”

By the early 2010s, CI&T had transformed itself into a hugely successful provider of agile services, regularly quoted by the International Association of Outsourcing Professionals as one of the best in the world. The company had approximately 1,600 employees in January 2013; 89% in Brazil, 2% in the US and 9% in other countries around the world.

The world goes digital

The business world continued to evolve through the 2010s as digital technology became part of everyday life. For CI&T’s clients, who included many traditional companies such as manufacturers and banks, the imperative was to become more technology-savvy and adapt more quickly to the changing competitive landscape – which often meant looking to the big technology companies, such as Amazon and Google, to learn from their innovative management practices.

For CI&T, this meant an increasing mismatch between what clients were asking for and what it was spending most of its time on. Gon recalled: “Through the early 2010s, the lean-agile model was supporting the organisation well, primarily due to the robust lean leadership model and the meritocracy we had built into the organisation. Nevertheless, it was evident that something new was needed.”

In 2017, the founders came across the book ‘Fast/Forward: Make Your Company Fit for the Future' by Julian Birkinshaw, Professor of Strategy and Entrepreneurship at London Business School and management thinker and author Jonas Ridderstråle, which developed the concept of ‘adhocracy’ first expounded by Warren Bennis and Philip Slater in 1968.

‘Fast/Forward’ began life as an article by the authors in McKinsey Quarterly entitled ‘Adhocracy for an agile age’ that identified the syndrome of internet-age “analysis paralysis”, whereby the gathering of more and more information and an unexamined bias towards rational, scientific evidence leads to endless debate, at the expense of intuition or gut feel.

“These pathologies,” the authors noted, “can have a deleterious impact on the functioning of companies … They can lessen the quality and speed of decision-making and engender a sterile operating environment in which intuitive thinking is quashed. As a result, many companies end up standing still, even as the world around them is speeding up.”

Adhocracy rules

CI&T’s founders took these words to heart. Adhocracy distinguishes business models that prioritise action over authority and knowledge; organising around a problem or opportunity rather than rules or flow of ideas; decision-making by experimentation and trial and error rather than through hierarchy or discussion; and people-motivation by stretch goals and recognition, rather than extrinsic reward or personal fulfilment through ‘interesting’ work.

In short, the concept of adhocracy called for a shift away from bureaucracy towards a more fluid and action-oriented way of working that resonated with the CI&T team. Guicardi explained: “We didn’t want to get stuck in a rigid structure. It has to be fluid, so that we can evolve with the market. We need a model where teams are opportunity-focused and entrepreneurial. It is also important to bring more executive leadership directly to client teams, as we did with [leading Brazilian bank] Itau.”

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A group of senior executives took time out to think about how to apply the concept of adhocracy to the company and identified strikingly text-book like organising principles. These were based on organising around opportunities and recognising that opportunities are transient, speed is essential, activities must be transparent, management should be light touch, and governance needs to be flexible. Guicardi said: “This way of thinking also underlined that some activities still benefit from formal rules (bureaucracy) or deep analysis (meritocracy). This helped us to focus our adhocracy model in the areas that needed it most – where responsiveness and agility were key.”

Central to the proposal was to restructure around client-facing growth units (GUs), each with its own executive squad of two to three executives and a small group of senior managers, all client-facing and cross-functional by design, consisting of people with different skills working together on client problems.

This meant disbanding many expert competence units and departments and putting those people into growth units. There were significant concerns about doing this; particularly relating to the risks of breaking up well functioning groups of specialists and duplicating effort.

To allow the growth units to deliver on CI&T’s ambitious plans, a new approach to performance management was also needed: “We don’t want to fall into the budgeting trap,” said one executive. The company adopted the OKR (objectives, key results) methodology from Google. The executive explained: “We gave everyone a stretch goal or objective. For example, if we wanted CI&T to grow at 25% per year, we would ask each GU to try to double that, so 50% per year. Obviously, not everyone is going to get there – that is why it’s a stretch goal.”

Rolling out the new management model

During 2018 and 2019 the new, experimental way of working was gradually put in place; first in Brazil, then in the US and Asia. For the most part it worked well, with people valuing the greater sense of accountability they were afforded. However, there was a loss of formal power for some executives; particularly those who had headed up the major functional areas and were now working in client-focused teams. Redeploying large numbers of people also had its challenges. In Brazil more than 2,000 people moved out of horizontal structures into new growth units. Around 100 people relocated in the US and there were practical challenges in getting people to move to the right places. Many ended up commuting weekly.

By August 2019, it was clear that, despite the massive challenges thrown up by such a radical and all-encompassing transformation, the commitment to the new business model was paying dividends. CI&T had recorded annual growth of 25% for the last five years, the shift had been well received internally and by clients, and growth was looking promising for coming years.

Meanwhile Julian Birkinshaw, co-author of the work that had sparked CI&T’s digital transformation, still knew nothing about its remarkable journey – until, in a rather pleasing twist of fate, Carolina Wosiack, then CI&T Head of Strategy for Digital Transformation (she is currently Managing Director EMEA), undertook an MSC Sloan Masters in Leadership and Strategy at London Business School in 2019 and told him how instrumental ‘Adhocracy’ had been in informing the philosophy underpinning the company’s recent transformation. The two then documented CI&T’s transformation in a case study now available on the LBS case portal (see below for details).

While quick to play down his and Jonas Ridderstråle’s role in CI&T’s success, Professor Birkinshaw does admit to a small measure of gratification at seeing their ideas bear fruit, and points out how unusual it is for individuals to adopt business management theory so wholeheartedly, without having had any personal contact with its proponents.

He is also quick to say how having the courage of one’s convictions in executing strategy is key to success: “One thing that particularly impressed me about CI&T’s founders is that they are prepared to evolve constantly. When they founded the company, they committed to using the traditional Carnegie Mellon waterfall model, and doubtless part of the reason for their success was their courage in adhering to base principles. But, when they saw the world changing around them, they saw very early that it was time for a new paradigm and had the bravery to overthrow established orthodoxy and commit to a new, radical one.”

Another aspect of the CI&T story that stands out is its sheer scale, as Professor Birkinshaw notes: “Of course this type of transformation is comparatively easy to do when you are small or starting out and using that kind of model from the beginning. It’s a very different proposition when you are a mature, established organisation, and this is compounded when you are bigger in size – to do it in a company of 3,000 people is really some achievement.”

As for adhocracy as a concept, he says: “There’s no doubt that it’s a model whose time has come – the need for radical decentralisation, organising around where new growth opportunities are and being extremely client-centric, versus being organised around your own company functions and structures.”

That begs the question: is adhocracy the end of history for businesses, particularly given its suitability to business organisation in a distributed-working, post-Covid world? Its progenitor is quick to dismiss such notions: “Of course, the world of work as we know it has changed radically since the advent of the internet and the intense globalising forces that we have become accustomed to over the last decade or so, and it will continue to evolve in ways that we cannot foresee.

“However, as ‘Adhocracy’ makes clear, there is no single, one-size-fits-all model that is good for all organisations, for all time. The three main distinctive types of organisational model – bureaucracy, meritocracy and adhocracy – all have advantages and disadvantages which make them more or less relevant according to the circumstances a company finds itself in – and these constantly change. The trick for businesses is to change with them.”

The case study ‘CI&T: Building an entrepreneurial management model’ by Julian Birkinshaw and Carolina Wosiack is now available at the London Business School case collection. An accompanying Teaching Note for educators is also available.

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Agility is good but you need to be resilient as well as agile to withstand widescale disruption
Instead of focusing on formal procedures, give people ownership and let them make decisions
Think about your company's purpose and find meaning in what you do

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As the pandemic began to strengthen its grip, the business world surprised itself by the goodwill and can-do attitude that it brought to the situation. Companies like Siemens, McLaren, Hewlett-Packard and Burberry were among many to uncover previously hidden levels of agility and innovation to support the health sector.

It became clear at an early stage that the same attitudes would be essential if the businesses themselves were to survive. Changing work practices, new consumer behaviour, flawed supply chains and different delivery channels were among many existential threats faced by organisations both large and small.

The pandemic compelled organisations to cast aside traditional structures and established business practices to become more innovative. With no immediate answers to hand or precedents from which to learn, it meant organisations were forced to become more experimental to survive. Businesses began to improvise and become more curious. They tried different products and services, they sought new customers and markets.

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Yet, as we move to some degree of normality, there are signs that even some of the ‘success’ stories are being challenged. Whilst companies like Facebook are promising workers they may never need to return to the office, others like PwC are using incentives or directives to encourage a return to normal working, whils Goldman Sachs’s CEO David Solomon called working from home “an aberration that we are going to correct as soon as possible.”

With this trend comes the danger that other benefits, in terms of changing attitudes and management practices, may be lost. Even though an experimental approach has proven to be so powerful, evidence suggests that many business are drifting back to more familiar, established habits.

Most businesses have been taken way beyond their comfort zone during the pandemic and like a stretched piece of elastic they have felt the tension. It’s as if they want to relieve that tension and get back to a semblance of ‘old normality’ to give themselves time to draw breath before they begin to push on again and perhaps use the lessons learned from the experience. The danger is that they just stay with the old normality once they are back in their comfort zone.

If the ‘new normal’ is really going to be ‘new’ then it means organisations grasping the opportunity highlighted by Tom Peters above. It means utilising the experiences of the last 18 months as a platform on which a more experimental approach to today’s business challenges can be built.

Learning from others is a starting point. Here, we have selected 10 characteristics that we have observed most frequently in innovative businesses.

Features of an experimental organisation

Experimentation means accepting risk and failure.

In business, there is a deep-seated reluctance to accept that trial and error, along with risk and failure, can ever have a place when efficiency and delivery of results are the priority. And yet… experimental organisations embrace thoughtful risk-taking and accept failure as part of the learning. They test strategies or new processes in discrete market segments or small parts of the organisation. By “farming the bets” rather than “betting the farm”, they spread the risk and create a sense of freedom. It enables a wider range of ideas to be explored because the costs of failure are lower.

Experimentation demands a different set of behaviours.

Experimentation exemplifies the virtues of patience, open-mindedness, curiosity and objectivity. Qualities that are often rare in business where leaders rely more upon authority, experience and alacrity to get the job done. This contrasts sharply with the characteristics in experimental organisations where the virtues described provide the dexterity and creativity to succeed. It requires organisations to unshackle themselves from deep-rooted practices and hierarchies and make space for complementary behaviours that encourage delivery through a more agile approach.

Experimentation challenges our fallibility

An experimental culture requires a humility that accepts we don’t always know the answers. Experimentation calls into question the infallibility of the expert, the need for hierarchy and the authority of leaders. It suggests that we know much less than we think and that age and experience are not always accompanied by wisdom. Innovative organisations respect knowledge and expertise but are not tied to edicts from above, nor do they dutifully obey best practice. They encourage challenge in equal measure. For those leaders rewarded and recognised for their knowledge and unquestioned expertise it can be a difficult balance to achieve.

Experimentation means accepting ‘inefficiency’.

For every bold hypothesis that is corroborated by experimental evidence, there are many, many others that are refuted. Experimentation can be seen by some to be a ‘wasteful’ business and a diversion from the ‘real’ job of delivering results and meeting targets. Innovative organisations accept that exploring new strategies or ways of working can be a slow and frustrating process and that setbacks will occur. But, they also realise that fortune favours the brave and when they alight on an extraordinary discovery it pays for all the bumps on the road.

Experimentation asks difficult questions

An experimental organisation forces the business to make its reasoning explicit. It

challenges business planners by saying: “Stop asking ‘what results and numbers you want to achieve and what outcomes count as success?’” – questions to which every competitor in any industry will have broadly similar answers. An experimental culture begins by asking instead: “What assumptions are you banking on to deliver these outcomes, and what evidence do you have that they are true? It means taking an experimental approach to test the assumptions and seek evidence. For those raised on a diet of mission statements, management by objectives and action plans this can be a difficult transition.

\n

The experimentalist

The characteristics above can often be influenced through changes in structures, processes or systems. However, those levers will only work if they are underpinned by a set of collective attitudes, mindsets and values. Here we list five behavioural values that we see most commonly amongst leaders where a “culture of experimentation” thrives.

Humility

In an experimental culture, challenging our own beliefs and assumptions is fundamental. Yet, it is rare that a management team takes the trouble to surface the assumptions that underpin a strategy or new process. It is rarer still if they become the subject of rigorous debate, let alone experimental testing. Our business plans invariably reflect a large dose of confirmation bias, loss aversion, and wish fulfilment. Innovative organisations create a balance between giving credence to data that corroborates their beliefs and those which threaten to refute them.

Curiosity

This is the precious habit of paying particular attention to whatever takes us by surprise. It is nature’s way of telling us that something in our belief system is awry and the inquisitive mind will seek to reveal it.

When businesses develop strategy, address a problem or exploit an opportunity they almost always do so from a narrow field of vision. That perspective is usually limited to individual experiences or previously ‘tried and tested’ solutions. They play safe with familiar solutions rather than seeking new alternatives. The innovative organisation sees ‘discovery’ as a reward for curiosity. By widening horizons and questioning the status quo, the business uncovers new ideas, explores new opportunities and ways of working.

Dialogue

In an innovative organisation, the skill of identifying problems that demand solutions and generating ideas that deserve to be tested are not necessarily related to seniority in a hierarchy. The curiosity and imagination that sparks discourse is to be found at all levels and in all functions within the business. Creating an environment of psychological safety where open dialogue can flourish becomes a leadership virtue that is fundamental if widespread experimentation is to find a natural home in the organisation.

Responsibility

Questioning and challenging are an essential part of an experimental culture but they are never an excuse for riding roughshod over others or cutting corners on moral obligations. This means having the skill to balance the responsibility of challenging a firm’s orthodoxies with an ethicality that is sensitive to the needs of stakeholders. In an innovative organisation, such balanced challenge is seen as a virtue and not disruptive or disrespectful. Rather, it is expression of allegiance and enthusiasm.

Courage

The final value of courage might be a composite of the others, but is defined here as a discrete value to underline its importance. Without courage to take risks, to challenge convention or to move beyond a comfort zone, experimentation will not happen – even if the other values are present. Courage in this sense means being bold enough to question personal beliefs and try something new. A culture of experimentation demands this type of courage at many levels, but the focus here is the additional challenge of courage in leadership. Innovative organisations only prosper because their leaders are courageous enough to embrace the values we describe here.

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\n\n \n \n \n \n \n

How do YOU measure up against the values?

If you are interested in assessing yourself as an ‘experimentalist’ a questionnaire is available from rjames@london.edu

How experimental is YOUR organisation?

If you are interested in assessing your own organisation against an expanded version of the characteristics described, a questionnaire and activity guide is available from rjames@london.edu

Rob James MBE is a Programme Director and Experiment Tutor at London Business School. Since establishing his own leadership consultancy practice in 2003 and after senior roles in executive development at PwC, he has worked globally across many industry sectors using experimentation to create greater value for businesses.

Dr Jules Goddard is the leading proponent and practitioner of action learning programmes and business experimentation at London Business School, UK. He was the first person to be appointed Gresham Professor of Commerce and serves as a member of the Council of the Royal Institute of Philosophy.

Their book Business Experimentation – A practical guide for driving innovation and performance in your business is out now.

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Could better marketing really be the key to a better, more sustainable world? For Rajesh Chandy, Professor of Marketing, Tony and Maureen Wheeler Chair in Entrepreneurship and Academic Director of the Wheeler Institute for Business and Development, the answer is a resounding yes. “When we begin to consider the possibilities of marketing’s impact beyond simply improving a firm’s financial performance, we see how it has the power to be a real driving force for change,” he says.

This belief is the inspiration for Better Marketing for a Better World (BMBW), an initiative Professor Chandy co-founded with Christine Moorman, T Austin Finch Sr Professor of Business Admininstration at the Fuqua School of Business, Duke University; John Roberts, Scientia Professor at University of New South Wales Business School; and Gita Johar, Professor of Business at Columbia Business School.

Serendipity and setbacks

Growing up in India in the 1980s, the young Rajesh Chandy felt he had few options. “It was a different India from the India of today. The expectation for a person like me was that you would either become an engineer or a doctor.”

He studied engineering, but never felt completely sure of his choice. “I wasn’t a bad engineer, but it didn’t come naturally. I could do it if I worked hard, but it never gripped me. I never had that intense interest.” He knew if he was to succeed he would have to compete for a scholarship at a Western university. “I was studying for the GRE [the Graduate Record Examinations; a standardised test that is an admissions requirement for many graduate schools], but at the same time I was learning about social movements and becoming involved in student politics. These things gave me a glimpse of what was possible.” He also began studying for the GMAT (Graduate Management Admission Test) to do an MBA programme, despite believing he would ultimately have to remain in engineering, where most scholarships were offered.

His life might have been very different if his exam board had not refused to share the results of the GRE exam because the answers had been leaked. “We’d all already taken the exam, so they told us we could either resit or get our money back. By then, I’d already had the results of the GMAT and knew I’d done quite well. So, off to business school I went.”

After winning a scholarship to a graduate school in the US, he left home when he was 20. “It was the most fantastic adventure. It was my first time on an aeroplane.” Was it a culture shock? “One thing that surprised me was how hard it was to send a telegram. We had a phone at my grandparents’ home, but the elephants were always knocking the telephone poles down, so my family made me promise I’d send a telegram when I arrived. Of course, when I got to America, people only sent them for birthdays or other special occasions. Nobody knew how I could send one home, so I wrote to them by letter.”

Studying business gripped him in a way that engineering never had. “Being able to think in such broad terms really excited me. I just love how enigmatic we are as humans; how mysterious our behaviour is. Business is a great way to explore that.”

Taking inspiration from emerging markets

Over a decade later, it was a similar stroke of fate that introduced him to Tony and Maureen Wheeler. He had been promised a chair at London Business School and the first one that became available was the chair endowed by Tony and Maureen Wheeler, founders of the Lonely Planet guidebook company, with a focus on entrepreneurship and emerging markets. “Preparing for my inaugural lecture forced me to start looking at the world through a different lens, which is where things got really interesting.”

He had been working with large organisations in Western countries, but threw himself into his new field. “If you ask someone which country they think is home to the most entrepreneurs, they might say the US or somewhere else in the West. But look at what that word really means. An entrepreneur is someone who starts their own company, who takes on risks, who doesn’t have a boss. It’s emerging markets that produce the highest numbers of these self-starters. The US actually has one of the lowest rates of self-employment in the world, just 6.5%. In the UK it’s about 11%. If you want to see high levels of entrepreneurship, look at emerging markets. Over 90% of people in South Sudan are self-employed. In India it’s 79%.”

For Professor Chandy, the numbers highlight the importance of thinking about marketing as a force for change. “We’re always asking ourselves how businesses can do good. By paying appropriate taxes? By giving money to charity or creating a foundation? Really, the most beneficial contribution any business can make is by creating employment or by offering products and services that improve lives. Given its focus on growth, marketing can make a huge difference on both these fronts. Of course, the difference you can make in emerging markets, where people’s personal and professional futures are inextricably linked, is that much bigger. The profound impact of business and entrepreneur-led growth is palpable in places like India today compared to the India in which I grew up.”

These entrepreneurs highlight an important distinction. “Too often when we talk about marketing, we’re thinking about people who have ‘marketing’ in their job title. But much of what these entrepreneurs are doing is actually marketing. Just look at the Brexit bus. No matter what you think of the message, there’s no denying that that’s successful, impactful marketing.”

Can better marketing make for a better world?

The BMBW initiative was launched in 2021 via a special issue of the Journal of Marketing, for which Professor Chandy collaborated with Professor Christine Moorman of Duke University’s Fuqua School of Business. The pair had, with Professor Jeff Inman of the University of Pittsburgh, co-chaired an international conference on the same topic in 2017. “It was phenomenal,” he explains, “it really felt like the event satisfied an enormous hunger in the field.”

When Professor Moorman subsequently put herself forward to be Editor in Chief of the Journal of Marketing, part of her pitch was to commission a special issue of the journal, investigating whether, when, and how marketing contributes to a better world. Professor Chandy and Professor Moorman joined forces with Columbia University’s Professor Gita Johar and University of New South Wales’ Professor John Roberts, and put out a call for submissions. The response was again staggering. “It was the biggest response the journal had ever had. In a way it was quite overwhelming. Each paper can take years of an academic’s life and we knew we could only accept a tiny percentage of submissions.”

The BMBW platform now serves to “build community and support the development and dissemination of knowledge on how marketing can improve lives, sustain livelihoods, strengthen societies and benefit the world at large.” It runs events, forums and training sessions for academics and marketing professionals of all kinds. Professor Chandy credits the support of the Wheeler Institute for making BMBW possible. “Without the infrastructure, people and skills the Wheeler Institute was able to offer us, we would never have been able to get this platform off the ground.”

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Photo by

Patrick George

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The dark side of marketing

BMBW also tackles what he refers to as “the darker side of marketing”. “As academics, I believe we have a responsibility to not just promote positive change, but actively interrogate bad practices. As authors, we can do this by studying the impact of harmful marketing. As editors, we need to be publishing and prioritising work that properly investigates the damage bad marketing can do.”

One of the special issue pieces examined the impact of plain cigarette packaging on people’s smoking habits, for example. However, Professor Chandy believes there is still more work to be done. “There’s a long way to go. But one of the most motivating things about being an editor or having a platform like this is being able to legitimise these conversations and encourage other academics to speak out.”

He also believes we need to rethink what business really means. “For change to be possible, we must change not just how we look at marketing, but business. What is the purpose of a business? Why should it exist? These are the questions we need to be asking.”

Addressing these fundamental questions includes assessing business school curricula, too. “Business schools have a very important role to play. Many organisations are solely focused on profit maximisation, and far too many business schools have absorbed that objective. But that can’t be all we teach.”

And business students today are interested in much more than learning. “Increasingly, organisations won’t be able to attract top-tier talent if they don’t offer some sense of purpose beyond the day-to-day role. Graduates today aren’t just looking for a job, they want to feel they’re making a wider contribution.”

What caused this dramatic shift? For Professor Chandy, the answer lies in expansive economic struggles. “There is a huge sense of dissatisfaction among many graduates and young professionals. The economy is clearly not working for everyone. Inequalities are accelerating. Something is not right.”

These observations have prompted him to help launch two new elective courses at London Business School. ‘Digital for Impact’, which he co-teaches with Professor Costas Markides, is an experiential learning course in which teams of students work as consultants to entrepreneurs in Africa.

‘Innovating for Impact’, which he co-teaches with Dr Nick Hughes (an LBS alumnus and founder of the M-PESA mobile money service and the M-KOPA energy service), applies insights from recent research and practice to examine how innovators can improve economic, social and environmental outcomes.

A more collaborative future

Despite the Covid-19 pandemic making in-person collaboration almost impossible for much of the last year and a half, Professor Chandy has continued running events through the Wheeler Institute. If anything, he believes the move to online working has benefited many of their endeavours. “The best work happens when we can bring people from distant contexts together. Western business leaders meeting with villagers in developing countries, for example.”

Far from making these unlikely parings harder to form, he believes our reliance on platforms such as Zoom and Teams has helped remove many distractions. “Before we were using Zoom, we’d have well-meaning business executives turning up in rural areas in SUVs with their whole entourage. It’s hardly the most natural way of engaging with people. Moving online was a great leveller in that regard. Suddenly it’s just two people on a screen.” Does he believe those changes are here to stay? “I’m very optimistic about the future,” he replies.

Professor Chandy is also still teaching and supervising PhD students. But while he enjoys sharing his passion for better marketing with them, he doesn’t encourage students to simply follow in his footsteps – a lesson he learned the hard way. “My PhD supervisor, Gerry Tellis at the University of Southern California, is a famous academic. I was completely starstruck but it was disastrous. I tried to fiddle around the edges, just building on his work, and ended up spending two years going nowhere.”

But this early setback taught him the importance of finding a niche. “I say to my students now, you have to try and do something original. If you want to do what I’m doing, you should have started 10 years ago. Find a new story, one you really want to tell. If you can do that, you’ll care enough to handle the setbacks.”

What excites him now? “So many central assumptions about businesses are being questioned. Not just by academics, but by society in general. What is the point of a business? Who should businesses be accountable to? This is a really exciting period of fermentation – so many ideas are bubbling away.”

It’s the fact that developments in business can bring about wider change that continues to motivate him. “The issues that are important to businesses right now, like tackling climate change, could transform the lives of millions. Who wouldn’t want to be involved in that?”

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Rajesh Chandy is Professor of Marketing; Tony and Maureen Wheeler Chair in Entrepreneurship; Academic Director, Wheeler Institute for Business and Development at London Business School

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Participants come from all around the world and from diverse industries.","They blew my viewpoint wide open to an infinite number of possibilities.","Gus Downie, Head of Programme Delivery, Enterprise Data Hub, Lloyds Banking Group",["1360"],{"metadata":"31446","sys":"31447","fields":"31448"},["31449"],["31450","31451","31452","31453","31454","31455","31456","31457","31458","31459","31460","31461","31462","31463"],[],{"sys":"31464"},"6LnxqLp8kJq95GPlKbDyBb","2024-06-27T14:42:14.093Z",{"sys":"31465"},{"sys":"31466"},"Rampai Motsau - Developing strategy for Value Creation","Rampai Motsau","+44 020 7000 8505",{"metadata":"31467","sys":"31468","fields":"31469"},[],{"sys":"31470"},"65KYRWMZHxBfd2WwxFYJPf","2023-08-02T11:07:47.875Z","2024-05-30T15:55:58.862Z",{"sys":"31471"},{"sys":"31472"},"https://www.linkedin.com/in/rampai-motsau-13246473/","Client relationship manager",{"metadata":"31473","sys":"31474","fields":"31475"},[],{"sys":"31476"},"48777158-9eeb-47f1-8de2-733a929fdf8d-asset","2023-02-20T19:14:28.492Z",{"sys":"31477"},{"url":"31478","details":"31479","fileName":"31480","contentType":"6301"},[],{"sys":"31481"},"7ztbw4e1HCkwwVElZPXwUc","2023-02-20T19:14:34.565Z",{"sys":"31482"},{"sys":"31483"},"MBA Hero banner image -1094x618 - Migration Metadata","48777158-9eeb-47f1-8de2-733a929fdf8d-meta",[],{"sys":"31484"},"6e048e7d-2a59-459f-b757-2f7eebba9fdc-asset","2023-02-20T19:14:28.663Z",{"sys":"31485"},{"url":"31486","details":"31487","fileName":"31488","contentType":"6301"},[],{"sys":"31489"},"3KSue21Bh7Hgx0EgqzssB3","2023-02-20T19:14:34.509Z",{"sys":"31490"},{"sys":"31491"},"MBA Hero banner image -500x282 - Migration Metadata","6e048e7d-2a59-459f-b757-2f7eebba9fdc-meta",[],{"sys":"31492"},"4SmUCRQRfyZRDfFXfbTU7H","2023-05-18T13:57:46.337Z","2024-02-28T17:26:24.166Z",{"sys":"31493"},{"sys":"31494"},"Overview",[],{"sys":"31495"},"3sHne8iIbD3S8y0wh5EvvS","2023-05-18T14:02:08.710Z","2024-02-28T17:26:24.184Z",{"sys":"31496"},{"sys":"31497"},["31498","31499","31500","31501"],[],{"sys":"31502"},"49apyiBkHM7wc3xeav0Ybq","2023-05-18T14:03:24.176Z","2024-02-28T17:26:24.274Z",{"sys":"31503"},{"sys":"31504"},[],{"sys":"31505"},"3u2buY0wDSWAehMS6XImdN","2023-05-18T14:04:05.426Z","2024-02-28T17:26:24.289Z",{"sys":"31506"},{"sys":"31507"},"Fees and financing",[],{"sys":"31508"},"3iYKjIEkm9YcJQhokWWrsU","2023-05-18T14:05:54.109Z","2024-02-28T17:26:24.303Z",{"sys":"31509"},{"sys":"31510"},["31511"],[],{"sys":"31512"},"2LVpzOw56mfxVQ88Eujotj","2023-05-18T14:06:28.995Z","2024-02-28T17:26:24.331Z",{"sys":"31513"},{"sys":"31514"},[],{"sys":"31515"},{"sys":"31516"},{"sys":"31517"},[],{"sys":"31518"},"5z7Jpl1R4hk4yvVCZWTOS8","2023-05-18T14:07:44.704Z","2024-02-28T17:26:24.402Z",{"sys":"31519"},{"sys":"31520"},{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"31521"},{"tags":"31522"},{"space":"31523","id":"31524","type":"1906","createdAt":"31525","updatedAt":"31526","environment":"31527","revision":22,"contentType":"31528","locale":"1911"},{"referenceTitle":"31529","sitecoreId":"28089","migrationDateTime":"31530"},[],{"sys":"31531"},"tCVi7m1OPp9XU812u3FsA","2023-08-10T15:17:53.258Z","2024-02-28T17:26:24.716Z",{"sys":"31532"},{"sys":"31533"},["31534"],[],{"sys":"31535"},"5tKqe7uSkynbDoezfYZNqP","2023-08-10T15:18:41.754Z","2024-02-28T17:26:24.748Z",{"sys":"31536"},{"sys":"31537"},["31538"],[],{"sys":"31539"},"50o5NpUSSkbGbKdmBxj0ov","2023-03-21T13:56:35.257Z","2024-02-28T17:26:24.795Z",{"sys":"31540"},{"sys":"31541"},"MBA Animated number 1","6","years' work experience","on average",[],{"sys":"31542"},"61bn2D0okIG09wCMvn5Oly","2023-03-21T13:58:45.365Z","2024-02-28T17:26:24.816Z",{"sys":"31543"},{"sys":"31544"},"MBA Animated number 2","63","nationalites","in the MBA 2023 intake",[],{"sys":"31545"},"2joMN3WjKlAfBe4R2FhApX","2023-03-21T13:42:48.795Z","2024-02-28T17:26:24.832Z",{"sys":"31546"},{"sys":"31547"},"MBA Animated number 3","90","%","employment success","within three months of graduation",[],{"sys":"31548"},"6ATs6vYeUt5w6kgVnDPggV","2023-04-26T16:05:46.351Z","2024-02-28T17:26:24.867Z",{"sys":"31549"},{"sys":"31550"},"MBA landing page column for sublayout after rolling numbers",["31551"],[],{"sys":"31552"},"66pgf1WmwxPCo9dADX7jjk","2023-04-26T16:12:59.636Z","2024-02-28T17:26:24.913Z",{"sys":"31553"},{"sys":"31554"},"MBA left C270 CTA Content","Maximise your career impact, for life. Our talent are always in demand, with alumni accepting job offers across a huge range of sectors, markets and countries. In fact, 90% of our 2023 MBA class accepted an offer of employment within three months of graduating.",{"metadata":"31555","sys":"31556","fields":"31557"},[],{"sys":"31558"},"2nqxf5x1M9SkisiYXcr1Ir","2024-02-28T11:54:13.091Z","2024-02-28T17:26:24.984Z",{"sys":"31559"},{"sys":"31560"},"Which MBA is right for me? | MBA",["31561"],[],{"sys":"31562"},"6VUi2kxNrxkzHIjM8dN6IS","2024-02-28T11:58:47.772Z","2024-02-28T17:26:25.019Z",{"sys":"31563"},{"sys":"31564"},"Which MBA is right for me? | MBA | One-year MBA Tab","One-year MBA",["31565"],[],{"sys":"31566"},"15RURfkxRXe81yqQZ8CGHf","2023-03-24T15:09:26.248Z","2024-02-28T17:26:25.506Z",{"sys":"31567"},{"sys":"31568"},"MBA VIdeo Programme experience",["31569","31570"],[],{"sys":"31571"},"4qTgqBhGb9bNIQDrvlWGRA","2023-03-24T15:10:10.878Z","2024-02-28T17:26:25.723Z",{"sys":"31572"},{"sys":"31573"},"MBA Video Term 1",["31574","31575"],[],{"sys":"31576"},"4kuZTkzbk7mcyvQ3LwbF9W","2023-03-24T15:11:26.508Z","2024-02-28T17:26:25.817Z",{"sys":"31577"},{"sys":"31578"},"MBA Video Term 2",["31579","31580"],[],{"sys":"31581"},"4uhEMoyqapCXX05r9bEjvU","2023-03-24T15:25:19.342Z","2024-02-28T17:26:25.868Z",{"sys":"31582"},{"sys":"31583"},"Term three MBA video",["31584","31585"],[],{"sys":"31586"},"5NoW8J0MDTuCyl8oUEDoyI","2023-03-24T15:24:01.326Z","2024-02-28T17:26:25.899Z",{"sys":"31587"},{"sys":"31588"},"Term four MBA video",["31589","31590"],[],{"sys":"31591"},"FJdfoKriBD5SlorZR9Gfl","2023-04-06T11:16:20.128Z","2024-02-28T17:26:25.931Z",{"sys":"31592"},{"sys":"31593"},"Term five MBA video",["31594","31595"],[],{"sys":"31596"},"4PRbWf3X7S3PnAYrCEtVqX","2023-03-24T16:08:29.458Z","2024-02-28T17:26:25.981Z",{"sys":"31597"},{"sys":"31598"},"A strong GMAT or GRE score helps us assess your ability to succeed on the programme.","A strong GMAT or GRE score helps us assess your ability to succeed on the programme. We have a simulator where you can practice your test-taking ability on similar style questions.",{"metadata":"31599","sys":"31600","fields":"31601"},[],{"sys":"31602"},"telQNWzVVAYvujxmlwZmS","2023-03-24T16:10:36.816Z","2024-02-28T17:26:26.032Z",{"sys":"31603"},{"sys":"31604"},"MBA Our community","Discover how the LBS MBA has powered our alumni community's success.",{"metadata":"31605","sys":"31606","fields":"31607"},{"metadata":"31608","sys":"31609","fields":"31610"},[],{"sys":"31611"},"4RIL1IgeNPQNvjDlhOjUJX","2023-03-24T16:12:41.156Z","2024-02-28T17:26:26.083Z",{"sys":"31612"},{"sys":"31613"},"MBA Fees, financing and scholarships","Learn more about financing, loan and scholarship options.",{"metadata":"31614","sys":"31615","fields":"31616"},{"metadata":"31617","sys":"31618","fields":"31619"},[],{"sys":"31620"},"3rqWE8dQamNOmhJakiFtaL","2023-03-24T16:14:17.687Z","2024-02-28T17:26:26.134Z",{"sys":"31621"},{"sys":"31622"},"MBA How to apply","Applications for the MBA2026 class are now open.",{"metadata":"31623","sys":"31624","fields":"31625"},{"metadata":"31626","sys":"31627","fields":"31628"},[],{"sys":"31629"},"4RQeI5Ae37cJQJGNCqT3A1","2023-03-26T08:58:36.750Z","2024-03-03T13:02:22.545Z",{"sys":"31630"},{"sys":"31631"}," Your London business advantage shared DE","Global thinkers need a global city. Let London be your launchpad.",{"metadata":"31632","sys":"31633","fields":"31634"},{"metadata":"31635","sys":"31636","fields":"31637"},[],{"sys":"31638"},"RaVyDdVhz7V2ZjOTPOv8N","2023-03-26T09:00:10.694Z","2024-02-28T17:26:26.300Z",{"sys":"31639"},{"sys":"31640"},"Live, work and play in London shared DE","Live, work and play in London","Discover why London has inspired so many visionaries and lose yourself in streets full of history, culture and surprises.",{"metadata":"31641","sys":"31642","fields":"31643"},{"metadata":"31644","sys":"31645","fields":"31646"},{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"9379"},["31647","31648","31649"],{"sys":"31650"},"47892aad-88bb-484a-972a-206a12fe2c09","2024-02-01T16:16:06.426Z","2024-06-18T11:33:12.970Z",{"sys":"31651"},{"sys":"31652"},"Preparing for the roads of tomorrow","think/preparing-for-the-roads-of-tomorrow",{"metadata":"31653","sys":"31654","fields":"31655"},"Valerann cofounder Michael Dan Vardi MBA2017 is optimistic for his company’s future in intelligent road traffic management solutions","2023-07-14T12:00:00",["31656"],["31657","31658","31659","31660","31661","31662"],{"metadata":"31663","sys":"31664","fields":"31665"},["31666","31667","31668","31669","31670"],{"sys":"31671"},"18098ada-0067-4ca8-8e79-3075a1582951","2024-02-01T15:52:35.448Z","2024-06-18T11:34:14.564Z",{"sys":"31672"},{"sys":"31673"},"Business trends in 2024: what’s in store this year?","think/business-trends-in-2024-what-is-in-store-this-year",{"metadata":"31674","sys":"31675","fields":"31676"},{"metadata":"31677","sys":"31678","fields":"31679"},{"metadata":"31680","sys":"31681","fields":"31682"},"What will the next 12 months bring? Our experts share their suggestions for a positive, prosperous business year","2024-01-05T12:00:00",["12127","31683","31684","31685","31686"],["31687"],{"metadata":"31688","sys":"31689","fields":"31690"},["31691"],{"sys":"31692"},"e2c9e812-37c4-4cd0-90ed-4d32bbe1d761","2023-02-27T11:18:55.922Z","2024-06-18T11:38:27.930Z",{"sys":"31693"},{"sys":"31694"},"How far will an MBA take you?","think/how-far-will-an-mba-take-you",{"metadata":"31695","sys":"31696","fields":"31697"},{"metadata":"31698","sys":"31699","fields":"31700"},{"metadata":"31701","sys":"31702","fields":"31703"},"As the war for talent heats up, what do you need to get ahead of the rest?","2022-02-01T12:00:00",["23431"],["31704","31705","31706","31707"],["12181"],{"metadata":"31708","sys":"31709","fields":"31710"},{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"9066"},{"tags":"31711"},{"space":"31712","id":"31713","type":"2023","createdAt":"31714","updatedAt":"31714","environment":"31715","revision":1,"locale":"1911"},{"title":"28186","description":"28186","file":"31716"},{"tags":"31717"},{"space":"31718","id":"31719","type":"1906","createdAt":"31720","updatedAt":"31720","environment":"31721","revision":1,"contentType":"31722","locale":"1911"},{"referenceTitle":"31723","sitecoreId":"31724","migrationDateTime":"9081"},[],{"sys":"31725"},"66X1GT4zaBeWNSh64j1K5L","2024-01-09T09:31:50.744Z","2024-07-12T09:06:14.353Z",{"sys":"31726"},{"sys":"31727"},"masters-degrees/one-year-mba",{"metadata":"31728","sys":"31729","fields":"31730"},"A One-year MBA from London Business School will help you to build on your management masters and apply this learning to contemporary business challenges - in just 11 months. You'll join a network of like-minded peers and build upon the knowledge you gained in your masters in management to develop a deeper understanding of modern business issues. You'll learn how you can become a better leader and agent for change.","MBA1Y",{"metadata":"31731","sys":"31732","fields":"31733"},"https://indd.adobe.com/view/987c1e66-f4ee-4721-b61c-af5eb12d4be7","Build on your existing masters education and experience to become a leader in tomorrow's business world.","A Masters in Management or equivalent from a University of London member institution, or a university/business school approved by EQUIS and/or AACSB. At least three years’ relevant work experience.","11 months; 80+ electives; Global Experiences; integrated career and professional development programme; applied learning opportunities.",["20211"],["1866"],{"metadata":"31734","sys":"31735","fields":"31736"},["31737"],["31738","31739","31740","31741","20226","31742","31743","31744","31745","31746","31747","31748","31749"],[],{"sys":"31750"},"fb064c49-3c9d-48d7-89da-c7b1c25bb45c","2023-04-26T19:04:26.563Z","2024-05-20T14:10:58.616Z",{"sys":"31751"},{"sys":"31752"},"masters-degrees/executive-mba-london",{"metadata":"31753","sys":"31754","fields":"31755"},"London Business School's EMBA is one of the world's leading Executive MBA programmes. Delivered in a part-time format across two global commercial and financial centres, London and Dubai, the programme empowers participants to develop the practical skills and essential knowledge needed to succeed in the modern workplace. Plus, build a network for life and challenge your thinking with a talented cohort of high achievers from a wide range of sectors.","EMBA","EMBA London","2",{"metadata":"31756","sys":"31757","fields":"31758"},{"metadata":"31759","sys":"31760","fields":"31761"},"https://indd.adobe.com/view/f95cea59-bc90-423e-a6e8-5374f50a37c9","Embark on a dynamic and transformative leadership journey delivered in a convenient Friday/Saturday format.","High calibre executive or entrepreneur with the potential and ambition to become a multi-skilled global business leader; strong professional track record; globally-minded, collaborative and open to new ideas and opportunities. ","Weekend executive format; targeted leadership development; psychometric testing; Global Business Assignment. ","12 years ",["20211","20212"],["1866"],{"metadata":"31762","sys":"31763","fields":"31764"},["31765"],["31766","31767","31768","31769","31770","31771","31772","31773","20234","31774","31775","31776","31777","31778","31779","31780","31781"],[],{"sys":"31782"},"557e20b2-4bd4-4140-9270-3831b8753123","2023-04-26T19:04:26.394Z","2024-05-20T14:09:22.026Z",{"sys":"31783"},{"sys":"31784"},"masters-degrees/masters-in-finance-full-time",{"metadata":"31785","sys":"31786","fields":"31787"},"This full-time, highly specialised programme is designed for ambitious and experienced finance professionals. Strengthen your global view of finance with a programme that can be tailored to suit your career goals. There’s an extensive range of specialist electives to choose from, as well as practitioner courses, industry-focused events and international experiences.","MIF","MIFFT","5",{"metadata":"31788","sys":"31789","fields":"31790"},{"metadata":"31791","sys":"31792","fields":"31793"},{"metadata":"31794","sys":"31795","fields":"31796"},"https://indd.adobe.com/view/66469852-cb0a-4d1d-8afe-b18b6201919f","Fast-track your career with our immersive, customisable finance programme for experienced professionals.","Proven finance experience; strong undergraduate degree OR other proof of quantitative ability; commitment to a finance-related career; desire to broaden skill set, switch to a different finance area or deepen existing finance expertise.","Study Investments, Corporate Finance and Valuation, Financial Accounting Analysis; 40+ electives; Global Immersion Elective; concentrations incuding CFO, Corporate Finance, Investment Management, Analysis or Risk Management and Derivatives; CFA affiliated","5 years","This full-time, highly specialised programme is designed for ambitious and experienced finance professionals. Strengthen your global view of finance with a programme that can be tailored to suit your career goals. There’s an extensive range of specialist electives to choose from, as well as practitioner courses, industry-focused events and international experiences. ",["20211","20212"],["1866"],{"metadata":"31797","sys":"31798","fields":"31799"},["31800"],["31801","31802","31803","31804","31805","31806","31807","31808","31809","20234","31810","31811","31812","31813","31814","31815"],[],{"sys":"31816"},"7aKhIfw3UU7Ii7fT9RtOWx","2023-07-08T12:01:36.185Z","2024-02-28T17:26:26.989Z",{"sys":"31817"},{"sys":"31818"},"Masters Degrees related programmes button column SHARED",["31819"],[],{"sys":"31820"},"6k6qTSgGsOaOM5jann418j","2023-03-26T09:29:39.370Z","2024-02-28T17:26:27.032Z",{"sys":"31821"},{"sys":"31822"},["31823","31824","31825"],[],{"sys":"31826"},"66FfxVH0bt97SGyKXzzdtg","2023-03-26T09:32:22.038Z","2024-02-28T17:26:27.063Z",{"sys":"31827"},{"sys":"31828"},"‎",["31829","31830","31831"],[],{"sys":"31832"},"1MWtPS2W77QQ0lO0r9vGgk","2023-07-08T13:22:08.536Z","2024-02-28T17:26:27.107Z",{"sys":"31833"},{"sys":"31834"},"MBA FAQS button column",["31835"],[],{"sys":"31836"},"1JucSkYMIq29TsWJ2IPKda","2023-04-15T08:47:02.329Z","2024-02-28T17:26:27.160Z",{"sys":"31837"},{"sys":"31838"},"MBA Contact Details","+44 (0)20 7000 7511","mba@london.edu",[],{"sys":"31839"},"02ca258d-d139-498a-83af-a0b02c4928d6-asset","2023-02-20T19:43:21.180Z",{"sys":"31840"},{"url":"31841","details":"31842","fileName":"31843","contentType":"6301"},[],{"sys":"31844"},"3LjjEl4hxQ8kH1nEIj49p3","2023-02-20T19:43:25.261Z",{"sys":"31845"},{"sys":"31846"},"EDDW_hero_banner_665x604 - Migration Metadata","02ca258d-d139-498a-83af-a0b02c4928d6-meta",{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"31265"},[],{"sys":"31847"},"6iMwSsEBAyeLeeAw8f0HnZ","2023-04-20T13:07:02.297Z","2023-08-04T14:18:51.655Z",{"sys":"31848"},{"sys":"31849"},"Good for you - exploiting","Good for you ",["31850"],[],{"sys":"31851"},"71SW3iHBWRZLxMDt42lfk2","2023-04-20T13:07:02.394Z","2023-08-04T14:22:35.911Z",{"sys":"31852"},{"sys":"31853"},"Good for your organisation - exploiting",["31854"],[],{"sys":"31855"},"55rQcA45wE4VN7hTCGYTYM","2023-03-31T13:13:48.413Z","2023-03-31T13:16:21.795Z",{"sys":"31856"},{"sys":"31857"},"Ekaterina Yakovenko","It was time to refresh my skills - like a personal software upgrade","The De Beers Group",{"metadata":"31858","sys":"31859","fields":"31860"},{"metadata":"31861","sys":"31862","fields":"31863"},[],{"sys":"31864"},"3OTNE9keyy9MLHMjTFStV6","2023-04-19T14:47:56.407Z","2023-07-05T13:57:08.443Z",{"sys":"31865"},{"sys":"31866"},"Inna Malaia - exploiting","This programme helped me expand my vision from digitising a product to digitising the entire company, and to look at it as one consumer-oriented digital product.","Inna Malaia","Founder and Virtual CEO at Bevel World",{"metadata":"31867","sys":"31868","fields":"31869"},{"metadata":"31870","sys":"31871","fields":"31872"},[],{"sys":"31873"},"5D4iN1V6eR14OTqPy5Rdf8","2023-07-05T13:57:08.486Z",{"sys":"31874"},{"sys":"31875"},"Col 1 Animated numbers",["31876"],[],{"sys":"31877"},"RmyNfz0jYS4FCQ04PbSjN","2023-07-05T13:57:08.538Z",{"sys":"31878"},{"sys":"31879"},"Animated numbers 2",["31880"],[],{"sys":"31881"},"6Lj57qI3QHipgr8fdcPzRJ","2023-07-05T13:57:08.585Z",{"sys":"31882"},{"sys":"31883"},"Exploiting Disruption in a Digital World rich text",["31884"],[],{"sys":"31885"},"7sY63PMULzbl2jcHQW578a","2023-07-05T13:57:08.628Z","2023-08-08T15:29:15.700Z",{"sys":"31886"},{"sys":"31887"},["31888","31889"],[],{"sys":"31890"},"71nEOMmIPxZ99lz453DzQq","2023-07-05T13:57:08.675Z","2023-08-04T14:46:22.809Z",{"sys":"31891"},{"sys":"31892"},"By industry - exploiting",["31893","31889"],[],{"sys":"31894"},"4N9n7SQtXAk6i0leT0TuDC","2023-07-05T13:57:08.737Z",{"sys":"31895"},{"sys":"31896"},"What you learn - exploiting",["31897"],[],{"sys":"31898"},"9py458eZ6CDsn4IO7jZHK","2023-07-05T13:57:08.771Z",{"sys":"31899"},{"sys":"31900"},"How you learn - exploiting","How you learn",["31901"],[],{"sys":"31902"},"5O2UgdL7UvLmXPeAamX7Rp","2023-07-05T13:57:08.810Z",{"sys":"31903"},{"sys":"31904"},"Your learning experience - exploiting",["31905"],[],{"sys":"31906"},"4aMIi15ob5wBtHqrH4JytU","2023-03-31T15:03:54.171Z","2024-03-03T11:37:28.853Z",{"sys":"31907"},{"sys":"31908"},"FAQs - exploiting",["31909"],[],{"sys":"31910"},"1cTHbMe0koJosw2FOqrRPG","2023-04-10T11:41:33.552Z","2024-05-30T15:55:57.772Z",{"sys":"31911"},{"sys":"31912"},{"metadata":"31913","sys":"31914","fields":"31915"},[],{"sys":"31916"},"3uLEAZVSPbQVHpNVSrUZRb","2023-07-05T13:57:08.863Z",{"sys":"31917"},{"sys":"31918"},"Peter Hinssen","Guest Lecturer, Chairman of nexxworks","Guest Lecturer at London Business School and Research Affiliate at MIT. A serial technology entrepreneur, advisor, keynote speaker and author, Peter Hinssen is one of the most sought-after thought leaders on radical innovation. 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Before entering academia, Dónal was general manager for the European subsidiary of Japanese telecommunications company, KDD/KDDI, and has worked professionally in the UK, Japan, Germany and Spain. He has extensive consulting experience in the telecommunications and fast moving consumer goods sectors. Executive education clients include Suntory, Toshiba and IBM.

ACADEMIC FOCUS

Professor Dónal Crilly’s research interests include stakeholder theory, managerial cognition, and intertemporal choice. His work has been published in journals such as the Academy of Management Journal, the Strategic Management Journal, Organization Science, and the Journal of International Business Studies.

Currently Dónal is Associate Editor at the Strategic Management Journal, and an editorial board member of the Academy of Management Journal, the Academy of Management Review, the Journal of International Business Studies, and Strategic Organization.

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Dr Gary Dushnitsky is an Associate Professor of Strategy and Entrepreneurship at London Business School. He also serves as a Senior Fellow at the Mack Institute for Innovation Management at the Wharton School of the University of Pennsylvania.

His work focuses on the economics of entrepreneurship and innovation. He explores the shifting landscape of entrepreneurial finance, exploring such topics as corporate venture capital, crowdfunding and accelerators. His research has appeared in leading academic journals, including Organization Science, the Strategic Management Journal and Nature Biotechnology.

Dr Dushnitsky has received several academic distinctions, including the 2013 SMS Emerging Scholar Award, the 2009 Kauffmann Junior Faculty Fellowship and several best dissertation prizes. He serves as the Co-Editor at the Strategic Entrepreneurship Journal and a Senior Editor at Organization Science.

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Strategic management (corporate entrepreneurship, corporate strategy, knowledge management)
Innovation (especially management innovation)
International management (foreign direct investment, global strategy).

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Research Awards

\n
Winner of the HBR Prize honouring the best Harvard Business Review article of the year, How Incumbents Survive and Thrive, 2022
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Honorary Doctoral Degree , Copenhagen Business School, 2018
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Fellow of the Academy of Social Scientists, 2015.
\n
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Ranked #39 in “Thinkers Fifty”2013, #42 in 2015, #45 2017.
\n
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Fellow of the British Academy, 2012.
\n
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Honorary Doctoral Degree, Stockholm School of Economics, September 2009.
\n
\n
Winner of JIBS “Decade Award” 2009, for the most influential article in Journal of International Business Studies in 1999.
\n
\n
Winner of Academy of Management Review best paper award 2008 for the article, “Management Innovation.”
\n
\n
Fellow of the Academy of International Business, 2008.
\n
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Senior Fellow of the Advanced Institute of Management (AIM), 2003-2006.
\n
\n
Finalist for 2004 best paper award in Academy of Management Journal
\n
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Finalist for 2004 best paper award in Sloan Management Review.
\n
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Finalist for best paper award in Academy of Management Executive in 1998.
\n
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Winner of the Barry Richman best doctoral dissertation award, 1996.
\n
\n
Finalist, Richard Farmer best doctoral dissertation in international business award, 1995.
\n

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Yiorgos is an Adjunct Professor of Strategy & Entrepreneurship at London Business School where he lectures senior executives and MBA students. Consulting assignments include keynote speeches and senior management meeting facilitation.

He specialises on business ecosystems, digital strategy, entrepreneurial communities, social enterprises, and methodologies for strategic thinking. After earning a Ph.D. from the Massachusetts Institute of Technology, he has held appointments on the faculties of the Wharton School of the University of Pennsylvania and the Athens Laboratory of Business Administration (ALBA) before joining London Business School in 2000 where he created Developing Strategy for Value Creation - the School’s first Executive Education Strategy Programme.

He has led large, multi-year advisory and teaching programmes for many firms including Nestle, IBM, Emirates, Oracle, GEA, Xstrata, Nokia, SKF, and Mars, among others. Recent engagements include senior leadership workshop with the British Council and Knauf. He has served as a Trustee of the Reload Greece Foundation.

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I am a strategy scholar interested in the antecedents of innovation and collaboration within creative settings. In particular, I explore how the technological and institutional contexts in which individuals and firms operate shapes their choice of collaboration and consequently the characteristics of their innovations in terms of novelty and impact. I explore these topics in three related research streams.

In my first research stream, I explore how the technological context, such as the pace of change, modularity, and breadth of applications, moderate the costs and benefits associated with knowledge diversity and distant recombinations. The findings contribute to our understanding of the relationship between knowledge diversity and the characteristics of innovation output in terms of novelty and impact. In the second research stream, I take a step back to study how the external environment influences the decision of individuals and firms to collaborate and the composition of their collaborative arrangements in the first place. I specifically focus on how the characteristics of the surrounding technological and institutional environments influence the collaboration choice of individuals and firms and, consequently, their innovation output. Finally, in my third research stream, I focus on how scientists and inventors choose the topics or areas in which they invest their efforts.

Before joining academia, I was an entrepreneur and worked as a consultant. In 2006, I founded a video game production company, which was acquired by Samsung Co, three years later. As a consultant, I worked with executives in a range of industries such as auto, oil, education, software and hardware.I currently advise several startups in the fields of mobile apps, cloud computing, and blockchain technology.”

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Professor Donal Crilly’s research interests include stakeholder theory, managerial cognition, and intertemporal choice. His work has been published in journals such as the Academy of Management Journal, the Strategic Management Journal, Organization Science, and the Journal of International Business Studies.

Currently Professor of Strategy and Entrepreneurship at London Business School, Donal Crilly is Associate Editor at the Strategic Management Journal, and an editorial board member of the Academy of Management Journal, the Academy of Management Review, the Journal of International Business Studies, and Strategic Organization.

Professor Crilly holds a BA (Dublin) MBA (Hitotsubashi) PhD (INSEAD) (UCL).

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Professor Nicos Savva is an expert in data science, using it to solve operational problems and help large organisations develop data-science capabilities. His research focuses on healthcare management, including hospital operations, regional organization of care, assessing performance, measuring health inequity, and innovation. His work has appeared in leading journals such as Management Science, Manufacturing & Service Operations Management, Production & Operations Management, and Nature Biotechnology. He is a Department Editor of Management Science.

Nicos has acted as an external advisor to NHS England/NHS Improvement, and a consultant to hospitals, biotech companies, high-tech start-ups, retail firms, and a hedge fund. He also advises on the policy implications of algorithms. Besides LBS, he has also taught at The Wharton School, Columbia GSB, and at Judge Business School, University of Cambridge.

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What is the application process?

You can apply to the programme of your choice online. Acceptance is not automatic and your application will be reviewed by our team of Programme Consultants to ensure the best fit between applicants and programmes. Spaces on our programmes can fill up quickly so we encourage you to apply early and ensure your application is as comprehensive as possible.

Will I have to do any preparation before attending the programme?

You'll receive communication from your Programme Manager around six weeks before starting the programme. The information we send will direct you to our online learning platform which will include the programme timetable, pre-programme reading and preparation work, and an introduction to your fellow participants.

Do I need to obtain a visa if I’m coming from overseas?

Visa requirements vary depending on your nationality and country of residence. We encourage you to use the check if you need a visa tool or to consult the UK consulate or embassy in your home country.

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The fee for the programme is £9,900.*

We offer a 25% discount for London Business School Alumni and for those who complete four eligible Certificate in Management or Finance programmes.

For more information on what the programme fee covers, please speak to our Client Relationship Manager.

*Fees are subject to change.

The total cost of your Certificate in Management will depend on the individual programmes you choose. After co-creating your curriculum with a programme consultant, you will pay £1,500 up front to secure your place on the Certificate in Management. Eight weeks before each programme start date, you will receive the invoice for that programme.

For your fourth and final programme, we will subtract £1,500 from your final invoice to offset against your original joining fee. In the unlikely event that you decide not to complete your Certificate in Management by attending all four programmes in your curriculum, the £1,500 joining fee will be non-refundable.

If you have recently completed one of our short courses and would like this to count towards your Certificate, please get in touch with us at cim@london.edu.

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A career in global business? Or London’s buzzing start-up scene? Learn new skills, secure a lifelong network of trusted peers, challenge your thinking and develop the leadership and general management tools for business success with our unique two-year programme.

Based in a thriving business capital, our MBA gives students the chance to connect with world-renowned leaders and organisations, while experiencing all that London has to offer.

Watch the programme video

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Our world-class MBA is ranked #8 by the Financial Times.
With 100+ electives and flexible exit points, you can build your MBA around your personal career goals.
Join a tight-knit international community of over 53,000 individuals, spanning 160 countries and countless industries.
Enjoy unparalleled access to top global businesses and buzzing start-ups when you gain a base in London.
Experience the highest standards of academic excellence through our highly respected faculty and guest speakers.
Engage with seasoned industry experts in our Career Centre and catch the attention of leading recruiters.

MBA programme experience

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Term one

Term two

Term three

Term four

Term five

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Dan Vardi did not begin his MBA with the intention of become an entrepreneur
Prestigious Blavatnik Family Foundation Scholarship enabled him to undertake the MBA programme
He and fellow LBS cofounders raised pre-seed funding for Valerann between the first and second year of the MBA
State-of-the-art solution is well positioned to capitalise on the huge global market for automated traffic-management systems

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Collaborate with ambitious professionals and develop your international perspective
Study whilst working – maintain momentum and apply your learning immediately
Realise your leadership potential and take the next step in your career
Secure an internationally respected degree and a global business network for life.

Is it right for me?

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Impact your career. Build on your existing knowledge. Accelerate within your current path or transition to a different area of finance
Combine academic rigour with unrivalled practical exposure
Tailor the programme to suit your goals
Gain a global perspective and join a worldwide network of top finance professionals.

Is it right for me?

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Explore our full programme portfolio

",[],{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"38281"},{},["38282","38283","38284"],[],{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"38281"},"

Everyone who joins the MBA has different goals, pressures and learning styles while studying. Our intensely experiential programme balances theory and practice with a structure you can tailor to meet your leadership and development needs.

Year One gives you a rigorous and analytical grounding in the techniques and frameworks of global general management. Our Business Fundamentals core and Tailored core enable you to create a programme to suit your goals and development needs.

In Year Two you continue developing your goals. Diverse elective choice reflects the breadth of our faculty's thought leadership. Deepen expertise in a specific area, or broaden your learning. You extend your global focus, engaging with leading companies around the world on a Global Experience, or studying with one of our 30+ academic partners on International Exchange. Many students take more internships and demonstrate their commercial acumen working on a real-world commercial challenges in our Business Project elective.

Throughout your MBA experience, you will encounter different career options, potential employers and world-class recruiters. To help you nail that key position after you complete your MBA, the Career Centre offers one-to-one, group and online training and guidance to help you develop your skills.

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Please view the deadline information on the how to apply page.

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We host talk and tours on campus, as well as a large range of online events. Please visit our events page to browse all events.

You can also explore a virtual tour of the school here.

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We have a range of loans and scholarships on offer to support your studies. Please take a look at our Fees, financing and scholarships page to find out more.

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See all MBA FAQs

",[],{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"10024"},{"sys":"38287"},{"sys":"38288"},{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"10024"},{"sys":"38289"},{"sys":"38290"},[],{"sys":"38291"},"3823f6ad-fdd9-4e1a-93b3-cd8af175d5f9-asset","2023-02-20T19:50:04.401Z",{"sys":"38292"},{"url":"38293","details":"38294","fileName":"38295","contentType":"6301"},"6WATtJXg1XW8TRJqHDL0Qi",[],{"sys":"38296"},"9fdc0785-1c8e-4d16-82ba-c4cd269549d8-asset","2023-02-20T19:48:08.653Z",{"sys":"38297"},{"url":"38298","details":"38299","fileName":"38300","contentType":"6301"},"6fyqflZhL0gYQSI65RrZ6w",{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"28102"},{"sys":"38301"},{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"28102"},{"sys":"38302"},{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"12006"},{},["38303","38304","38305"],[],{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"30768"},{"type":"5716","linkType":"1906","id":"38306"},{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"12006"},"

The data above displays the top nationalities and top 10 industries across a three year average of participants on this programme.

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During the week-long course you will learn how to develop an organisational response and gain the professional and personal edge to lead that effort.
Lead a dual-track conversation, uncovering approaches to harness external partners and opportunities, while simultaneously identifying and leveraging key stakeholders internally.
Acquire expertise in capitalizing on digital business models, navigating big data challenges, and implementing effective platform strategies, and much more.
Engage with tech visionaries like Peter Hinssen and other industry experts.
Articulate and sell your transformative vision. Master the art of securing emotional buy-in before embarking on significant transformation.

",[],{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"12006"},"

Immerse yourself in the forefront of thought leadership and best practices from our faculty.
Dive into real-world applications with diverse case studies in finance, retail, media, manufacturing, services and healthcare. Absorb insights from industry pioneers and learn first-hand knowledge from individuals actively driving success in their respective fields.
Tap into the expertise of experienced executives who have embarked on transformative journeys within their organisations, learning from their wealth of knowledge and first-hand experiences.

",[],{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"12006"},"

Develop powerful strategies and influential tools to leave a lasting mark on your business or industry.
Join Professor Dushnitsky, the Academic Director, as he leads a mindset shift from winning innovation awards to driving digital-based performance and profitability.
Navigate the complexities of a blurred industry landscape with tools shared by Strategy Professor Keyvan Vakili, designed to help you thrive in a world of intermingling industry boundaries.
Unlock the potential of data-driven analytics with Professor Nicos Savva.
Customise your offering and create new markets by harnessing the power of data to get ahead in your industry.

",[],{"type":"5716","linkType":"9060","id":"9061"},{"id":"9062","type":"5716","linkType":"9063"},{"type":"5716","linkType":"9064","id":"12006"},"

What is the application process?

You can apply to the programme of your choice online. Acceptance is not automatic and your application will be reviewed by our team of Programme Consultants to ensure the best fit between applicants and programmes. Spaces on our programmes can fill up quickly so we encourage you to apply early and ensure your application is as comprehensive as possible.

Will I have to do any preparation before attending the programme?

You'll receive communication from your Programme Manager around six weeks before starting the programme. The information we send will direct you to our online learning platform which will include the programme timetable, pre-programme reading and preparation work, and an introduction to your fellow participants.

Do I need to obtain a visa if I’m coming from overseas?

Visa requirements vary depending on your nationality and country of residence. We encourage you to use the ‘check if you need a visa’ tool or to consult the UK consulate or embassy in your home country.

\n
Download full FAQs
\n

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Fees

The fee for the programme is £12,800.*

We offer a 25% discount for London Business School Alumni and for those who complete four eligible Certificate in Management or Finance programmes.

For more information on what the programme fee covers, please speak to our Client Relationship Manager.

*Fees are subject to change.

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