29-30.06.2015 / Copenhagen, Denmark
Pierre Paslier and Rodrigo Garcia attend the Masterclass: Entrepreneurial Marketing with Rajiv Lal.
It is often said that Entrepreneurial Marketing is both a mind-set and a process. It is a mind-set because entrepreneurs are relentless in their pursuit of opportunity and gathering of resources needed to make the most of it.
The process is one where the entrepreneur has a clear vision of what the customer will want in the future but goes through a systematic process of measured experiments designed to test and improve on the vision.
About Rajiv Lal
Rajiv Lal, is the Stanley Roth, Sr. Professor of Retailing at Harvard Business School.
He has also been responsible for the retailing curriculum and has served as the course head for Marketing, required study in the first year of the MBA program.
Professor Lal also teaches in several Executive Education programs, has previously served as the Faculty Chair for the Global Management Program, and currently co-chairs the program on Building and Leading a Customer Centric Organization.