Interview Florence Crespin

Pr. de Marketing Industriel

Could you give us some guidelines about your background?
After several years of research & consulting in business-to-business marketing, I acquired a specialization in project marketing and solution selling. Over the last 15 years, I have been involved in the development of several specific programmes and marketing tools for industrial firms both in France and abroad (EDF, France Telecom, Keolis, Saint Gobain, Spie batignolles…).

What is your specific pedagogical approach to the executive public ?
My pedagogical approach is mostly inductive. I mix theoretical insights with case-studies and role plays. Whenever possible, I develop specific company case studies in order to illustrate the company’s situation and challenges. Business simulations can also be used to teach the entrepreneurial fundamentals of business and to experience decision-making under conditions of time pressure and uncertainty.

What are the big issues that companies will be facing in the field of executive education ?
In my opinion, industrial groups face two main marketing issues:

• The evolution from a product-centered approach to a service-based logic and the integration of their product & service offers in the form of complete solution (technical and marketing integration).

• The diffusion of a true marketing orientation across all functions in the company.