As a professor at IMD, I have over 30 years of experience in helping organizations develop and executive customer-centric strategies. My current research focuses on how Artificial Intelligence is a game-changer for every firm and requires a novel strategic approach. I have published 13 books and multiple articles in leading journals such as Harvard Business Review, MIT Sloan Management Review, California Management Review, and the Journal of the Academy of Marketing Science. The Case Center listed me as a top 40 bestselling case study author in 2022. I worked as a board member for publicly traded and private firms and pro bono for two foundations.