Turning your organisation outside-in

Sofa Session
Marion Debruyne

Session info

After her talk on the main stage, Marion Debruyne will dig deeper into the topic of customer innovation during her sofa session. She and a select audience will explore how turning your organisation outside-in wil help you flourish today and in the future. 

Turning an organisation outside-in and developing a company using customer insights is not something you substantiate in one day. But with the lessons learned in the Flanders DC studies leading to Marions book, you will get a headstart on your innovation projects.  


“Nothing is as practical as a good theory”. Marion loves bridging the gap between the academic world and the world of business practice. She believes in market-driven organisations that innovate together with their customers to create real customer solutions and which build partner-ecosystems to bring these to the market. 

Marion is Associate Professor and Partner at Vlerick Business School. She is Director of the school’s Master programs and Program Director of its Product Management executive course. Marion is passionate about strategy and innovation and their interrelatedness. She helps companies think about how to respond to changing markets and escape commoditisation by adapting their product line, marketing strategy and ultimately their business model.

She has ample experience with a broad range of industries. She has spent 5 years in the US as Faculty Member and Visiting Scholar at both graduate and business schools.