Frank Azimont

Discipline: Growth strategies, Strategy execution, B to C marketing, B to B marketing, market practices

Frank is a scholar trained in sociology of markets, in marketing and in management. He received a PhD from Lancaster University in market studies. He is programme director at CEDEP, one of the leading European executive education centres. He currently spends most of his time working with executives, facilitating groups of leaders around market-oriented strategies.

His preferred themes include growth strategies, strategy execution, market shaping, B to B marketing, category and brand development, insight search, innovation processes, digital and integrated communication, in-store marketing, relations to trade organizations, category management and the management of stakeholder.

Industries he knows particularly well include food and Fast Moving Consumer Goods, Do It Yourself and home equipment, nutrition and health industries.

He has organised executive education programmes and EXCO workshops with numerous multinationals on subjects related to market development and marketing capabilities, in Europe, Asia and Americas, in the FMCG, retail, Telco and health industries. He currently runs transformation and tailor made executive education programmes with large corporations such as Vodafone, Brambles, PON, Bio Mérieux, Sanofi, L’Oréal, Auchan or Danone Group.

His research has been published in academic journals in marketing and management. He co-authored several books and chapters in marketing. Frank developed his research expertise through a thesis entitled “Valuation, metrologies and judgement: a study of market practices”. His current research focuses on the understanding of valuation processes involved when a consensus has to be found between economic value, and other type of values, such as moral, justice or dignity.

He has received a silver award from the European Foundation for Management Development (EFMD) in the category “organization transformation” for a programme run with L’Oreal at CEDEP.

Frank is the founder of “The Market Shaping Institute”, an education and research institution that investigates market practices defined as the set of institutions, norms, agents, processes, and performance indicators that together shape an infrastructure in which business can take place. His consulting consists in facilitating groups of managers define how they deal with markets, business development, strategies and market capabilities. He leads groups of managers through processes toward agreed-upon outcomes in ways that elicit participation, ownership, and creativity from all involved.

Frank has been a professor in marketing at EMLYON business school for 17 years, where he was head of the marketing and innovation department between 2000 and 2003. He has worked with undergraduates, MBAs and Ph.D. students over his career. Prior to being a professor, Frank has been a sales and marketing manager in the FMCG industry.

Nadya Zhexembayeva

Called ‘The Reinvention Guru’ (In Ventures magazine) and ‘The Queen of Reinvention’ (TEDx Navasink), Dr. Nadya Zhexembayeva is a business owner, educator, speaker and author — specializing in reinvention.

As a business owner, Nadya oversees a group of companies active in real estate, investment, and consulting. As a consultant, Nadya has helped such organizations as The Coca-Cola Company, ENRC PLC, IBM, CISCO, Erste Bank, Henkel, Knauf Insulation, Vienna Insurance Group and many others to reinvent their products, processes, and leadership practices.

As an educator, Nadya personally contributed to the development of nearly 5,000 executives from over 60 countries and 20 industries via small group executive education sessions, custom-made seminars, and long-term corporate reinvention projects.

She served as the Coca-Cola Chaired Professor of Sustainable Development at IEDC- Bled School of Management, an executive education center based in the Slovene Alps, where she continues to teach courses in leadership, strategy, change management, design thinking, and sustainability. In addition to IEDC, Nadya has taught in other business schools, including CEDEP (France) and IPADE Business School (Mexico).

As a speaker, Nadya has shared her insights with audiences worldwide through keynotes, panel presentations, and workshops. She has delivered three TEDx talks in Austria, Slovenia and the US.

Nadya is a member of the Resourcefulness Advisory Board at OMV, an oil and gas company, as well as a member of the Advisory Board of Fowler Center for Business as an Agent of World Benefit at Weatherhead School of Management, Case Western Reserve University. She also serves as the President of Challenge:Future, a global student think-DO-tank and innovation competition that unites 35,000 members from 242 countries and territories.

As an author, Nadya has written two books (“Embedded Sustainability: The Next Big Competitive Advantage” in 2011 and “Overfished Ocean Strategy: Powering Up Innovation for a Resource-Deprived World” in 2014) and contributed to five others. In an effort to reinvent corporate approaches to sustainability strategy, Nadya and her co-author Chris Laszlo coined the concept ‘embedded sustainability’, which was virtually non-existent when they started in 2009. Today, it produces 55 million Google search results and has become a staple for corporate sustainability efforts.

Nadya received her BA in management and BA in psychology from Hartwick College and her PhD in Organizational Behavior from Case Western Reserve University.

A daughter of Kazakhstan, Nadya and her family split their life between the US and Eurasia.

Listen to Nadya’s latest podcast here

Wim Wuyts

Wim Wuyts is a seasoned professional in the international tax world and is now for about 8 years Vice-President, Global Head of Tax at Bekaert. He is part of the Bekaert Global Senior Leadership Team and plays an active role in leadership development and organizational change programs at Bekaert.

He has 20 years of global experience, leading global tax organizations and heading up major corporate reorganization programs. He has extensive M&A experience (over 50 deals, on all continents in all shapes and forms with main focus on structuring and financing).

As Program Director at CEDEP he spends 8 weeks a year on the INSEAD Campus in Fontainebleau co-leading the flagship General Management Program.

He is a frequently asked dynamic speaker at conferences, business schools, leadership programs and company events of which all revenue goes to his charity organization No Mountain Too High.

In 2004, he created the Belgian informal Tax Think Tank.

He is now more than 4 years the Chairman of the Tax Committee of the VBO-FEB (Belgian Employers Federation) and plays an active role in the Belgian legislative field.

In 2013, he was nominated for the 2013 Tax Man award.

Together with friends and experts, Wim has written the bestseller TWEAK IT! (2009) , a book on “mindful coaching”. The entire profit of the 9,000 sold books is donated to a charity project in India (

His second book, “Ergens halverwege, een visie op internationaal fiscaal management” is available at since October 21, 2013. The book is translated in English “On a Journey”.

In December 2013 he formally founded the “No Mountain Too High”-foundation (VZW).

Late 2015 Wim created the International School for Tax Leadership based on the CEDEP/INSEAD campus in Fontainebleau. The one week program already runs in Fontainebleau and will rotate through Sillicon Valley and Singapore.

Guido Verswijvel

Guido is owner and Managing Director of Gucy, active investor in and strategic advisor for the ambitious and growth-oriented entrepreneur/enterprise.  Based on his profound knowledge and practical expertise in Marketing as well as Finance, he can help to address the major strategic challenges that companies face from both angles.

Today Gucy is stakeholder in a number of small and medium sized Belgian companies, active in the distribution of automotive requirements (Pacauto), IT-Services (Asist), business centres (Officenter), etc.

Guido is Co-Founder and Board-Member of BAN Vlaanderen (Business Angel Network in the Flanders region (Belgium) and of Finpower (Financial Consultancy for medium sized businesses).

Guido is Adjunct Professor in Entrepreneurship at INSEAD, the Business School  for the World, with campuses in Fontainebleau / Singapore and Abu Dhabi).  He teaches the REP-elective in the MBA-Program in Fontainebleau (Realising Entrepreneurial Potential).

He is also Visiting Professor in Services Marketing at CEDEP (INSEAD Campus in Fontainebleau), and Director of the AME programme (Achieving Managerial Excellence) for executives.  He has given several in-company work-shops on Service Marketing (‘How to become a real customer-centric company’, ‘How to go from a PS to an SP (from a Product Seller to a Solution Provider’).

He is coach for the Marketing and Finance sessions in the Intrapreneurial Bootcamps of the Second Phase (an integrated process to stimulate innovation in SMCB-environments).

He is member of the jury for the PEBO Academy at Vlerick Business School (Platform for Entrepreneurial Buyouts) and also member of the Jury of The Second Phase (Intrepreneurial Bootcamps).

Guido holds a Master’s degree in Applied Economics (specialisation Econometrics and Information Technology) from the University of Antwerp.  He completed a doctoral program at the same university with a major in Marketing and a minor in Finance.  He is an alumnus of the MBA programme at INSEAD-Fontainebleau. He took all electives in Finance, while working as research assistant in the Marketing Department in order to finance his MBA studies.

He is co-author of Markpack (Marketing Decision Support System) and Bankstrat (a Strategic Marketing simulation for financial institutions)

For many years he was a Strategic Advisor in the Financial Services Industry, both at national and international levels.  Before becoming an independent entrepreneur, Guido was active in Banking (Director of Credits in a major Belgian bank) and Strategic Consulting (McKinsey).

Dominique Moïsi

Co-founder and Senior Advisor of the French Institute of International Relations (IFRI), Paris, Dominique is CEDEP’s political expert. Participants and members are avid fans of his current affairs knowledge and his excellent political advice for the future. His calm, wisdom and wit make him one of CEDEP’s favourite speakers.

Dominique studied Political Science at the Sorbonne and Harvard. Today, he is Pierre Keller Visiting Professor at Harvard and the Chairholder for Geopolitics at the College of Europe, the oldest educational institution in European affairs, in Natolin.

Also a regular contributor to top European newspapers, Dominique is also a member of the Internal Advisory Council of the Moscow School of Political Studies and the European Council on Foreign Relations.

He has had many publications including,

“L’historien entre l’ethnologue et le futurologue” under the direction of Jérôme Dumoulin et Dominique Moïsi, Mouton Editeur, Paris-La-Haye, 1972.

“Crises et guerres au XXe siècle : analogies et différences” under the direction of Dominique Moïsi, Travaux et recherches de l’IFRI, Economica, Paris, 1981.

“Le système communiste : un monde en expansion”, under the direction of P. Kende

“La géopolitique de l’émotion : Comment les cultures de peur, d’humiliation et d’espoir façonent le monde.”