Bernie Jaworski is a visiting professor. He has worked with IMD in a variety of capacities since 2012. He has taught a range of topics including leadership, corporate strategy, marketing, leading professional service firms, and the philosophy of Peter Drucker.
He is the Drucker Chair in Management and the Liberal Arts, named in honor of Peter Drucker, the founder of modern management and the namesake of the Drucker School. The professorship is awarded to an internationally recognized scholar who carries on the Drucker legacy of tempering sound business practices with a commitment to social responsibility.
Jaworski spent a decade as a senior partner of the Monitor Group, a global management consulting firm. During his Monitor career, he co-founded and co-led two of the global practice areas, the e-commerce practice and the executive education unit. Among other activities, he was a senior team member of a number of significant multi-year corporate transformations for global clients in a variety of sectors, notably pharmaceuticals, biotech, hi-tech, and chemicals.
He served as the Jeanne and David Tappan Marketing Fellow and a tenured full Professor of Marketing at the University of Southern California. He has also served on the faculty at the University of Arizona and as a visiting professor at Harvard Business School. He is the co-author of six books including Organic Growth Playbook (2020), an AMA book of the year.
Jaworski has received numerous research awards (e.g., Mahajan Lifetime Achievement Award, Converse Award, Alpha Kappa Psi, Maynard Award, Sheth Award) and teaching awards (MBA teacher of the year at Drucker and USC).
He is a fellow of the Institute for the Studies of Business Markets and the American Marketing Association.
The authors introduce and examine a new marketing concept that a small set of leading firms has begun to adopt: marketing doctrine. Marketing doctrine refers to a firm’s unique principles, distille...