Dominique Turpin

Emeritus Professor of Marketing Strategy

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Dominique Turpin is Emeritus Professor of Marketing Strategy. A marketing expert and Japan specialist, he was IMD’s Dentsu Chaired Professor of Marketing and the Dean of External Relations until 2022 and served as IMD President and Nestlé Professor from 2010 to 2016.

Turpin has extensive teaching, consulting, and research experience in the fields of marketing and international strategy in Europe, Latin America, and Asia, particularly in the areas of brand management, customer orientation, and communications strategy.

He says that while marketing has changed dramatically as a result of new digital techniques, the essence of marketing is still the same – understanding, creating, delivering, and communicating value to customers.

Turpin remains active in the writing of case studies and is working on two books – one with Goutam Challagalla on digital transformation in marketing, and another containing the many quotations from business leaders that he has gathered over his long career.

He continues to teach on IMD’s flagship Orchestrating Winning Performance (OWP) program and was previously Director of the school’s MBA program and its Program for Executive Development Diploma (PED).

He has also directed customized programs for companies such as KAO, Mondelez, Groupe SEB, Panasonic, and Japan Tobacco International, and he has worked as a consultant and management educator with a large number of international companies including Coca Cola, CPW, Danone, DSM, Jardine Matheson, Nestlé, Novo Nordisk, Philips, and Uponor.

In September 2022, he was appointed as European President of China Europe International Business School (CEIBS), which has campuses in Shanghai, Beijing, Shenzhen, Zurich, and Accra.

Turpin is the author of more than 100 books, articles, and case studies. He has had articles published in the Financial Times, European Business Forum, and MIT Sloan Management Review, and has been a regular contributor to the Nihon Sangyo Shimbun, one of the leading business dailies in Japan. He is also an editorial advisor for the Singapore Management Review.

His case studies have won several awards. His cases on Toyota and Kineer were recognized in the 2022 John Molson MBA International Case Writing Competition Awards, and his case Sam100: Will construction robotics disrupt the US bricklaying industry? won an EFMD Case Writing Competition Award in 2020. He was also included on The Case Centre’s list of the top 40 best-selling case authors both in 2015/16 and 2018/19.

Turpin is Chairman of DAA Capital Partners, a Geneva-based private equity firm investing in impactful trends, and serves on the boards of several listed and unlisted companies and educational institutions.

Before joining IMD in 1986, he spent several years in Tokyo as a representative of a French firm in Japan. He earned a doctorate in economics from Sophia University in Tokyo, after receiving a master’s degree in marketing from French business school ESSCA.

Insight for Executives
Bhanton Towels: The pricing dilemma of an exporter
Case Study
Bhanton Towels: The pricing dilemma of an exporter
In April 2022, Bhanton Towels (Bhanton), an export-oriented company in the Philippines, received an order from AliTex Enterprises (AliTex), China. One of Bhanton’s major customers in Europe had jus...
Published 5 July 2022
GSK consumer healthcare: Building communities of practice to drive post merger innovation
Case Study
GSK consumer healthcare: Building communities of practice to drive post merger innovation
The GSK Consumer Healthcare (GSK CH) case study deals with building a community of practice (CoP) in a merged, complex organization and a virtual environment. The case focuses on the introduction o...
Published 14 March 2022
Going plastic neutral: The Nestlé Philippines experience (B)
Case Study
Going plastic neutral: The Nestlé Philippines experience (B)
In March 2019, Kais Marzouki, Chairman and CEO of Nestlé Philippines Inc. (NPI), wanted his company to reach plastic neutrality at the earliest possible time. Globally, including in the Philippines...
Published 30 December 2021
Going plastic neutral: The Nestlé Philippines experience (A)
Case Study
Going plastic neutral: The Nestlé Philippines experience (A)
In March 2019, Kais Marzouki, Chairman and CEO of Nestlé Philippines Inc. (NPI), wanted his company to reach plastic neutrality at the earliest possible time. Globally, including in the Philippines...
Published 30 December 2021
Netflix: Hustling for more in India’s crowded OTT space
Case Study
Netflix: Hustling for more in India’s crowded OTT space
How to position Netflix in the Indian entertainment market?
Published 20 July 2020
SAM100: Will construction robotics disrupt the US bricklaying industry?
Case Study
SAM100: Will construction robotics disrupt the US bricklaying industry?
This case explores the marketing challenges that a robotics and automation technology start-up faces in the construction industry. A recommended framework for analysis is Rogers’ Diffusion of Innov...
Published 19 July 2020
5 tips for making marketing matter
Article
5 tips for making marketing matter
As the economy chills during the pandemic, here’s how to ensure your marketing leadership has lasting impact.
Published 7 May 2020
In the Field with Avon
Article
In the Field with Avon
How did Avon’s CEO save the livelihoods of 6 million brand ambassadors by simplifying, capturing value and staying close to workers on the ground?
Published 22 April 2020
Turning around Avon: The rebirth of an iconic global brand (A)
Case Study
Turning around Avon: The rebirth of an iconic global brand (A)
The (A) case describes the difficult situation Avon faced back in 2018 when a new CEO arrived
Published 21 April 2020
Turning around Avon: The rebirth of an iconic global brand (B)
Case Study
Turning around Avon: The rebirth of an iconic global brand (B)
The (B) case describes the decisions taken by the new CEO as well as the impressive results achieved in less than 2 years
Published 21 April 2020
Driving a digital ecosystem at bank of New Zealand (BNZ)
Case Study
Driving a digital ecosystem at bank of New Zealand (BNZ)
The Bank of New Zealand (BNZ)’s market share among Small and Medium Enterprises is declining. The new general manager discovers a pain point among SMEs – they are spending a couple of hours a day c...
Published 4 March 2020
Eco Tasar Silk Private Limited: Moving beyond business
Case Study
Eco Tasar Silk Private Limited: Moving beyond business
The CEO of Eco Tasar, a socially responsible company based in India has to decide how to deal with a customer request that may jeopardize his corporate values.
Published 18 November 2019
CP Meiji: Challenges & opportunities for a Thai-Japanese joint venture (B)
Case Study
CP Meiji: Challenges & opportunities for a Thai-Japanese joint venture (B)
A Thai and a Japanese company disagree on how to grow their business in the yogurt Thai market. The case addresses both global marketing issues as well as cross-cultural ones.
Published 11 September 2019
CP Meiji: Challenges & opportunities for a Thai-Japanese joint venture (A)
Case Study
CP Meiji: Challenges & opportunities for a Thai-Japanese joint venture (A)
A Thai and a Japanese company disagree on how to grow their business in the yogurt Thai market. The case addresses both global marketing issues as well as cross-cultural ones.
Published 11 September 2019
Sri Sri Tattva: Diversification and expansion spree
Case Study
Sri Sri Tattva: Diversification and expansion spree
In mid-2018 Sri Sri Tattva (SST), an Indian fast-moving consumer goods company (FMCG) company was planning to launch 1,000 exclusive stores across the country. Some 600 of these stores were expecte...
Published 9 May 2019
Sales process reengineering at Robin
Case Study
Sales process reengineering at Robin
Robin is a B2B technology (SaaS) startup, founded in Boston, MA in 2014, that develops and sells workplace software products designed to help companies manage meeting room scheduling. In March 2016...
Published 21 October 2018
Rebranding SCG Paper
Case Study
Rebranding SCG Paper
The case examines the challenge of repositioning SGC Paper (a Thai industrial brand), following the restructuration of the company main business. The case describes the transformation of the compan...
Published 12 April 2018
The Mexico City Marathon MCDMX
Case Study
The Mexico City Marathon MCDMX
Promotion of the Mexico City Marathon in the sports community, globally.
Published 18 March 2018
Time to invest in Japan!
Article
Time to invest in Japan!
Trust in the economy has recently been surging among Japanese companies as well as among consumers. The most recent “Tankan” (the short-term economic survey of enterprises issued by the Bank of Jap...
Published 16 February 2018
The other competition at the Pyeongchang Olympics: Sponsorship!
Article
The other competition at the Pyeongchang Olympics: Sponsorship!
As the world’s top winter sports stars gear up for a month of athletic prowess in the snow and ice of Pyeongchang, the thirteen worldwide Olympic sponsors who have helped fund the global spectacle ...
Published 9 February 2018
Report
The globalization capability gap: Execution, not strategy, separates leaders from laggards
Despite high aspirations, few companies are ready to build and run truly global organizations and operations, according to the Global Readiness Survey, conducted jointly by BCG and IMD business sch...
Published 24 June 2015
Article
Les cinq défis du marketing 2.0
La marque, la compréhension des besoins des clients et les médias sociaux ne concernent plus uniquement les départements de marketing. Désormais, ces sujets sont également débattus aux étages supér...
Published 25 October 2011
Article
How Japan can grow
Japan's economy has been in the doldrums for so long that many Japanese seem to have adopted a resigned attitute of Sho ga nai ("that's life") toward it. But Japan, of course, can become competitiv...
Published 1 February 2004
Programs
On campus
Orchestrating Winning Performance

Reset for sustainable and inclusive growth

IMD's signature program, OWP, brings you the latest business trends, thought leadership and insights to revitalize your business, drive innovation and lead you forward. Fully customizable schedule. For executives and teams.

Location: Lausanne Length: 5 days Fee: CHF 10,900 Next start: 26 June 2023