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Marcel Corstjens
Professor of marketing INSEAD International Business School

After graduating from a university in Belgium, Marcel moved to the United States and completed his PhD studies at University of California, Berkley. His graduation paper on marketing has been recognized as the best paper of the year and won the first prize of American Marketing Association. After graduation, Marcel taught at Berkley and from 1978 he has been teaching at INSEAD (Fontainebleau, France) as well as at Cornell and Stanford Universities (as a visiting professor). Marcel is also a board member of the leading retail and FMCG companies.

Areas of specialization:

Marcel specializes in research in the fields of marketing strategy, innovation and distribution channels. As a scientist, his current focus is at the relationships between retailers and manufacturers in FMCG industry.

Marcel is the author and developer of a number of educational computer-based simulations and decision making support systems. His most widely known products are Stratpharm and Elexir simulations for pharmaceutical industry, and Storewars for FMCG industry. Based on Storewars, Marcel and Judith Corstjens co-authored "Storewars", a book where they analyse and propose strategies for FMCG retailers and manufacturers.

In 2014, in collaboration with Mania Business Simulations Marcel has created Mar-Pro, a new business simulation for FMCG market. This unique product is at the core of the namesake educational program promoting strategy development and effective negotiations in FMCG retail.

Marcel is also a widely respected consultant in the areas of marketing and supply chain strategies. His list of clients includes Novartis, Schering-Plough, Roche, Merck, Novo Nordisk, Unilever, Heineken, United Distillers, Sara Lee, Altria, Cadbury Schweppes, PepsiCo, Metro, Macro, Hug, Eurocar, Samsung, Philips and others.


Marketing Strategy in the Pharmaceutical Industry, Chapman and Hall, 1991.

Storewars: the Battle for Mind Space and Shelf Space, co-authored with J. Corstjens, J. Wiley, 1995. The book has been translated into French, Japanese, Russian, Portuguese and Spanish.


Marcel is the author of over a hundred scientific publications in Harvard Business Review, The Economist and many others.

He is also a columnist for the Russian edition of Forbes Magazine with his "How to benefit from crisis and sanctions" column: