Reading prof. Johan Bruneel and Robert Burgelman


On May 10 we are happy to welcome two speakers at Flanders Business School: prof. Johan Bruneel and prof. Robert Burgelman

prof. Johan Bruneel: "Business model development, early market engagement, and the lean start-up methodology" 

This session will focus on the importance for early market engagement when developing business models for new products and services. We will go through different methods entrepreneurs can use to engage with customers in order to gain a better understanding of their problems, needs, and preferences. The session will also discuss the lean start-up methodology and the need to go through iterative cycles of “build-measure-learn” to refine business models.

Johan Bruneel is professor in entrepreneurship at IÉSEG School of Management and KU Leuven. His research focuses primarily on social entrepreneurship. He studies governance related issues in social enterprises as well as the performance of social enterprises using methodological methods from operation research and efficiency analysis. Johan is an experienced teacher in Entrepreneurship and Business Planning at undergraduate and postgraduate levels. Next to teaching, Johan has extensive experience in coaching entrepreneurs who are in the process of developing a business plan.

prof. Robert Burgelman: "Built to Become: Why Strategic Leadership Matters for Corporate Longevity" 

Prof. Burgelman is the Edmund W. Littlefield Professor of Management of the Stanford University Graduate School of Business where he has taught since 1981. He obtained a Licenciate degree in Applied Economics from Antwerp University (Belgium), and an MA in Sociology and a Ph.D. in Management of Organizations from Columbia University, where he studied with doctoral fellowships from the Ford Foundation (US) and ICM (Belgium). His research has focused on the role of strategy-making in firm evolution. In particular, he has studied the strategy-making processes involved in how companies enter into new businesses and exit from existing ones to secure continued adaptation.  In 2003 he received an honorary doctorate from the Copenhagen Business School (Denmark) for his contributions to the study of corporate innovation and entrepreneurship. In 2017 he received an honorary doctorate in economics of the University of St. Gallen (Switzerland), as well as the Leadership in Technology Award from the Portland International Center for Engineering and Technology Management (PICMET 2017).  He has been elected a Fellow of the Strategic Management Society and a Fellow of the Academy of Management. Professor Burgelman has been on the faculty of Antwerp University, New York University, Harvard Business School (as a Marvin Bower Fellow), and Cambridge University (as a Visiting Professor of Marketing Strategy and Innovation at the Judge Business School). He has published many articles in leading academic and professional journals, as well as more than 160 case studies of companies and organizations in many different industries.


  • 14u00 - 17u00 "Business model development, early market engagement, and the lean start-up methodology" prof. Johan Bruneel
  • 17u30 - 19u00 "Built to Become: Why Strategic Leadership Matters for Corporate Longevity" prof. Robert Burgelman

Practical information:

Friday May 10th at 14u00 - 19u00

Price: €60

Flanders Business School

Sint-Katelijnevest 26-28

2000 Antwerp