Never before has a shark been a professor. Therefor, rumors spread faster than an email when Stefan Engeseth visited Prague recently.
Stefan shared his knowledge about how to use shark attack techniques with MBA students in Marketing Management at the University of New York in Prague.
“It was an honor”, Stefan says.
The rumors in Prague’s business community spread quickly. This is the first time a shark is a professor (and probably the first time ever in the world another species acts as a professor).
Creative and hungry students swam like sharks
The students did create attack and defense strategies for various companies. The rumor of the shark approach had reached several companies that quickly signed up as test cases. Students are more open to innovative thinking than companies that tends to have their hands full with their daily business.
By grouping up the participating students and companies we could achieve a mix of knowledge and experience that created some very creative results.
Unique brands swim longer
Czech companies work hard to maintain their local uniqueness. It is a crucial competitive advantage when you compete with global giants.
Kotler is the guru, Stefan is the shark
Three books were on the reading list, Sharkonomics and ONE by our Stefan and Marketing Management of legendary Philip Kotler.
