Wolfgang Ulaga

at IMD Executive Education

Senior Affiliate Professor of Marketing at INSEAD Business School


IMD Executive Education

Wolfgang Ulaga is Professor of Marketing and Strategy at IMD. Professor Ulaga's research focuses on value-based differentiation and pricing in industrial markets (understanding, creating & delivering value for customers) and his major interests are in the areas of B2B marketing and industrial services. He currently works with B2B firms on managing the transition from product-centric to service-led business models in industrial markets. His current research investigates how manufacturers can sell services more profitably and become solution providers in industrial markets.

Prior to joining IMD, Professor Ulaga was on the faculties at HEC School of Management (Paris), ESCP-EAP (Paris), EDHEC (Lille), and the University of Notre Dame (Indiana). Before starting his career in academia, he worked in Frankfurt and Paris as a consultant for DML & Associés, an international management consulting firm.

Professor Ulaga won the American Marketing Association (AMA) Winter Educator's Conference Overall Best Paper Award in 2011. Over the past 20 years, he has consulted with companies in diverse industries and designed and delivered customized executive programs to international corporations in a broad variety of markets such as aerospace, agricultural and construction equipment, cables, chemicals, energy, industrial gases, material handling, medical equipment, and telecommunications.

Professor Ulaga's research has been published in several academic publications including Harvard Business Review, Journal of Marketing, Journal of Business Research, European Journal of Marketing, Journal of Services Marketing, Industrial Marketing Management, Journal of Business and Industrial Marketing, and Journal of Business-to-Business Marketing.

He also writes in the business press, having published articles in The Financial Times and Les Echos. Professor Ulaga co-authored a book on Service Business Models for Industrial Firms published at Eyrolles – Editions d'Organisation, Paris, France.

Professor Ulaga is a member of the Editorial Boards of Industrial Marketing Management, Journal of Personal Selling & Sales Management, Journal of Business Market Management, and Qualitative Market Research: An International Journal. In addition, he is a member of the European Marketing Academy (EMAC) and the American Marketing Association.

He holds a PhD from the University of Paris 1, Pantheon-Sorbonne and defended his Habilitation Thesis (HDR) at the University of Paris Dauphine. In addition, he is a Research Faculty at the Center for Service Leadership, Arizona State University.

INSEAD Business School

Wolfgang Ulaga works with executives, managers, scholars and students around the globe on building and growing competencies and skills in marketing and sales of products, services and customer solutions, with an emphasis on business-to-business (B2B) markets.

Wolfgang’s executive education activities focus on how companies can achieve marketing and commercial excellence by (co-) creating value for (and with) B2B customers, capture (more) value through better pricing, strategically compete through service excellence, translate data and analytics into digital B2B services that generate revenues and profits, and differentiate from competition through outstanding customer experiences in professional services and industrial goods markets.

Since more than 20 years, Dr. Ulaga serves as an educator, scholar, and frequent keynote speaker. He regularly consults with companies, and designs and directs custom and open executive education programs and workshops for corporations in in a broad cross-section of B2B markets.

Wolfgang holds a PhD from the University of Paris 1, Pantheon-Sorbonne and a Habilitation a Diriger des Recherches (HDR) from University Paris-Dauphine. He received a Honorary Doctorate in Economics from Turku University’s School of Economics, Finland, for his pioneering research on customer value and servitization strategies in B2B. His research investigates how firms implement value-based marketing and sales, craft service-growth strategies, develop new service business models in emerging and mature markets, design B2B service portfolios, improve service pricing, and manage the change from a product-centric to a service-savvy salesforce.

Dr. Ulaga has published numerous articles in leading academic and managerial journals, including Harvard Business Review, Sloan Management Review, Journal of Marketing, Journal of the Academy of Marketing Science (JAMS), Journal of Business Research (JBR), Journal of Service Research (JSR), or Industrial Marketing Management (IMM), among many others. He has authored several practitioner-oriented books, including Service Strategy in Action: A Practical Guide for Growing Your B2B Service and Solution Business (2017), translated into Italian (2018), and Data Monetization: A Practical Roadmap for Framing, Pricing, and Selling your B2B Digital Offers (2018). See: www.servicestrategyinaction.com.

Wolfgang has received numerous awards and recognitions, including W.P. Carey Business School’s 2018 Most Impactful MBA Marketing Concentration Professor, HEC Paris’ 2009 Best Teacher of the Year Award, the American Marketing Association’s (AMA) 2011 Winter Educator's Conference Overall Best Paper Award, The Case Center’s Annual Awards for globally best-selling case in Marketing (2015 and 2016), Top 40 Best-Selling Case Authors (2016;2017), and the Outstanding Case Writer Award (2016).

Prior to joining INSEAD, Dr. Ulaga was on the full-time faculties at Arizona State University (AT&T Professor of Services Leadership), IMD Business School Lausanne, HEC School of Management Paris (Electricité de France Professor of Marketing), ESCP-EAP Paris, and EDHEC Lille anf Nice. He also served as a Visiting Professor at the Mendoza College of Business, University of Notre Dame, Indiana. Before starting his career in academia, he worked in Frankfurt and Paris as a consultant for DML & Associés, an international management consulting firm.


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