IMD Annual Report 2021

43 Faculty and Research

ALIEN Thinking: The Unconventional Path to Breakthrough Ideas Cyril Bouquet, Jean-Louis Barsoux and Michael Wade (Public Affairs) “Apply ALIEN Thinking to go from early opportunity recognition to impactful innovation. I really enjoyed how this book offers compelling insights and powerful illustrations to enhance the innovation process.”

ALEX OSTERWALDER, BESTSELLING AUTHOR OF “BUSINESS MODEL GENERATION”

The Customer Copernicus: How to be Customer-Led Charlie Dawson and Seán Meehan (Routledge)

“For those who want to turn the prevailing ‘inside-out’ view in companies to ‘outside-in’ and ensure long-term success.”

PAUL POLMAN, CO-FOUNDER IMAGINE AND FORMER CEO UNILEVER

Martin Hilti Professor of Marketing and Change Management Seán Meehan