The Market Shaping Institute is a management education, research and consulting boutique specialised in marketing practices.
The institute investigates marketing practices defined as all the practices designed to shape, explore and exploit markets. It studies methods, tools and processes, marketing operating models including performance indicators, marketing eco-systems such as partnerships with agencies, creation of consortia, etc. We support organisations in all these dimensions so they can manage their marketing operations successfully. The Market Shaping Institute focuses on 3 major activities: Frank created The Market Shaping Institute to bridge the best of consulting, education and research worlds. The institute builds ad'hoc teams of specialists out of several networks of research consulting and education to meet the objectives of the assignments it is taking care of. This is where I like to experiment about new forms of learning within a unique environment designed for learning, and a bunch of original free and provocative thinkers. This is where I learned what I know about research. LUMS is one of the founders of the Market Studies Group. You can find there a jewel in research about social movements, OCE research Centre. The Market Study Group is home at IMP. This is the place where we discuss some of the greatest ideas to develop and rejuvenate B to B marketing and market practices. With companies such as Groupe Danone, Unilever, Ebro Panzani, Mondelez or Auchan, we have explored so many aspects of consumer marketing and learned key foundations of consumer marketing The world of beauty and luxury teaches us that value goes far beyond the expression of functional benefits. With clients such as Chanel, Hermès or L'Oréal, we have investigated authenticity, craftsmanship and the power of magnetic branding. The medical world is one of its own because of science, prescription and regulations. We have worked across these arenas with customers such as Sanofi, General Electric, Institut Mérieux, Bristol Myers Squibb, Nutricia, Cerba European Lab or EFSA. Vodafone or Michelin are customer and technology driven when it comes to boosting their business. Marketing in these environments includes, but also challenges what we've learned in FMCG marketing: CVM and solution selling are just examples of specificities.
Founder of the institute
Frank AZIMONT
Frank spent most of his career investigating markets in the universe of firms and business schools.
He is a scholar trained in marketing, in sociology of markets, and in management.
He holds a PhD from Lancaster University.
He has run multiple programmes for large organizations on various fields of marketing or market- oriented strategies.
Faculty and consulting partners
Ad'hoc specialists
CEDEP
European Center for Executive Education
Lancaster University Management School
Market Studies Group
EM LYON
Educating Entrepreneurs for the World
IMP Group
Industrial Marketing and Purchasing Group
Food and Consumer Goods
Historical schools of marketing
Beauty and Luxury
Beyond functional value
Health and wellbeing
From medical to nutrition
B to B and technology
Where customers and sales drive marketing