Marketing At London Business School

Poets Quants Meet London Business School S Mba Class Of 2020

specialization

John has 20 years of executive experience teaching and researching high-growth retail, including two of his own startups.

Since becoming Professor of Entrepreneurship in 1992, John has published five books, dozens of case studies, and more than 50 articles in various media, including the Harvard Business Review, MIT Sloan Management Review, and The Wall Street Journal. His research has been recognized by the Marketing Science Institute, the American Marketing Association, and the Richard D. Irwin Foundation National and International Awards. He is a frequent and sought-after speaker and mentor to the entrepreneurship and venture capital masses.

John's first business book, Testing a New Business Path. What Entrepreneurs and Investors Should Do Before Launching a Lean Startup (now in its fifth edition, FT Publishing 2017) has become the definitive work on evaluating and shaping entrepreneurial opportunities. It is widely used by investors and entrepreneurs worldwide and in undergraduate courses.

His second book, the award-winning Getting to Plan B: Breaking Through to a Better Business Model (Boston: Harvard Business Press 2009), with Randy Komisar, a partner at the prestigious venture capital firm Kleiner Perkins, appeared in 2009. BusinessWeek Magazine and INC. List of the best books.

John's new book, The Customer-Funded Business. Start, Fund, or Grow Your Business with Your Own Clients' Money' (Jersey City, Wiley 2014), named one of Fortune's five must-see books of 2014. The article challenges the commonly accepted assumption that raising venture capital is one of the first and most important tasks for an entrepreneur. His material provides the basis for his MOOC on Coursera.org: How to Fund and Grow Your Startup Without VCs. More than 70,000 participants have signed up so far.

Young Presidents Organization, Endeavor, Entrepreneurship Organization, Kenya Airways, Merck Cerno, 3M, European and African Venture Capital Association and IFC among others. He has served on the boards of high growth entrepreneurial companies in the US, UK, Europe and Asia.

Listen to the John the Founder to CEO podcast.

Testing: A new way to link brand and customer value at London Business School

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