- IMD Business School
 - IMD Business School
Bettina Büchel

Professor of Strategy and Organization

Bettina Büchel is Professor of Strategy and Organization. She is an expert on strategy implementation, new business development, and change management. Her work is focused on leading strategic transformation programs and working closely with CEOs to build capabilities to deliver strategic priorities.

She says that many strategic initiatives fail to generate commitment and deliver value for businesses because leaders do not adequately address underlying barriers to change, such as gaps in the organization’s capacity to execute strategic changes. Her work is therefore devoted to helping companies increase the likelihood of successful implementation of strategic initiatives.

Strategic initiatives often fail because underlying barriers to strategic change are not addressed sufficiently. So, while leaders develop a perfect strategy, when it comes to implementation, they stumble into political maneuvering inside the company or insufficient capabilities to really execute strategic changes.

Büchel has published several books on smarter strategy execution and related topics. Her book Strategy Execution Playbook: A Trusted Companion for Leading Initiatives is aimed at helping leaders of strategic initiatives increase the likelihood of successful implementation.

She has led custom programs for fast-moving consumer goods groups (Nestlé, Orkla, Barilla), B2B firms (AGC, Tetra Pak, Metso Outotec, Hydro, Nilfisk, TDK, OCP), and specialty chemicals companies (Evonik, Hempel). The custom program she developed for Moroccan state-owned mining and fertilizer firm OCP in partnership with Africa Business School won an EFMD Excellence in Practice Gold Award in 2022.

She also directs IMD’s Strategy Execution and Change Management open programs, as well as teaching on the flagship Orchestrating Winning Performance (OWP) program.

A key pedagogical innovation in her portfolio of activities is the use of simulation games such as Strategic Feat, which she co-designed with technology company Ososim in 2009, as well as other board-based simulations on change and sustainability that have since been used in various MBA and executive education programs.

Her academic articles have appeared in leading journals such as the Journal of Management Studies, Journal of World Business, and MIT Sloan Management Review, and she has written numerous case studies based on her work with companies all over the world such as Nestlé, Barclays, SGS, Tetra Pak, Ooredoo Mobile Money, and Best Buy.

In addition to her work with multinational companies, she is currently an angel investor, sits on the board of a small private equity investor, and works with venture capital firms to evaluate and invest in startups. In 2022, the  custom program she developed for Moroccan state-owned mining and fertilizer firm OCP in partnership with Africa Business School won an EFMD Excellence in Practice Gold Award. 

Büchel was the first director of IMD’s hub in Singapore and previously served as Dean of Programs and Innovation. Before joining IMD in 2000, she worked as an Assistant Professor at the Asian Institute of Technology in Bangkok, where she taught MBA and PhD students from across Asia.

Selected publications
International joint venture management: Learning to cooperate and cooperating to learn

Joint venture management is a demanding and continuous process of organizing, guiding and developing, not only within the joint venture itself but also within the partner companies. Relationships b...

Organizational Design Value Creation Strategy Global Business
1 January 1998
Academic publications
Insight for Executives
 - IMD Business School
The Art of Piloting Initiatives