On May 13, 2016, CFVG hosted a marketing workshop on “B2B Marketing: Managing Complexity With Models” and the latest digital Transformation in B2B Marketing” with Prof. Marc Diviné, Marketing professor from IAE Paris Sorbonne and Mr. Vu Minh Tri, the Country Manager of Microsoft Vietnam.

B2B Marketing Managers face a growing complexity: Multiple actors in their business field, diversity of buying processes, inflating number of Medias, wide information to customers… Prof. Marc Divine will impart some models which help define strategy and customer operations, based on his new book “B2B Marketing; 16 decisions, 86 tools”. This book is a toolkit dedicated to B2B marketing managers and students who want to join this community. It details 16 decisions and proposes 86 tools to guide decision-making. Example tools include the Role Map of Business Field Actors, the Purchase Process Model, the Ideation Sources and Impacts, the Priority Pricing Method, etc. Based on the experience of over 150 managers, this book also includes the most popular tools identified in the academic literature, such as the IMP, ARA, Ansoff, Porter. This book offers a thorough means to evaluate a company’s B-to-B marketing approach and helps to select tools to make practical decisions.

Marc Diviné is an Associate Professor of B2B Marketing and Management of Innovation at Paris University of Sorbonne. He is founder of A2Z-Innovation, a consulting and training company established in 2009 that specializes in B-to-B strategic development and sales revenue growth. He has held multiple executive positions in multinational companies in charge of business lines, operational marketing, and business development. Marc is an inventor and holds patents. He has developed numerous strategies for new products and also managed worldwide launch and customer relationship operations.

Mr. Vu Minh Tri, Country Manager of Microsoft Vietnam, will join the workshop as the co-speaker with professional perspectives. He will share the latest digital transformation in B2B marketing. As Microsoft Vietnam’s Country Manager, Mr. Vu Minh Tri is responsible for managing Microsoft’s business strategy, operations, and development initiatives in the Vietnamese market. He leads organization of all employees in Vietnam subsidiary and also supervises operations and internal Information Technology that support the work of Microsoft in the local market. His extensive business management experience in a number of multi-national technological corporations a deep understanding of the technology industry will bring practical insights and discussions to the workshop. Mr. Vu Minh Tri holds a BSc degree of Petro-Chemical Engineering from Ho Chi Minh Polytechnic University. Vu Minh Tri completed his MBA in Marketing and Organizational Development at Asian Institute of Technology. Prior to joining Microsoft, Tri was the Regional Head of Indochina & Thailand at Qualcomm Incorporated, General Director of Yahoo! Vietnam Co. Ltd., and General Manager of Sony Ericsson Vietnam.

Professional workshops are regular activities hosted by CFVG to connect business school with corporate world. At those events, professor will provide the most updated academic knowledge from their research and high-rank professionals will share their professional insights and management experience, which will open up a critical and practical discussions on management and business issues among the business community of CFVG’s Master students/alumni and the invitees from CFVG’s corporate partners.