SHELL
In 1990 I was appointed the Shell International Fellow at Cranfield School of Management. A two year sponsored period of study, this aimed at drawing lessons from researching Shell's businesses and translating these into insightful learning for Shell managers. I have consulted to Shell, the corporate centre and its businesses around the world ever since – a twenty year relationship.
I have worked closely with the Global Brand and Communications group, provided learning consultancy, directed internal learning programmes, studied many of the Group's global businesses and been an expert contributor to the Scenario Planning team.
PUBLICATIONS
Interpreting the Successful Transformation
of Shell’s Advertising Activity 1997- 2002
Management Decision 43.1 (March 2005)
PDF (194KB) Copyright of Management Decision,
Volume 43 Issue 1, 2005: Reprinted by kind permission.
Maximising the Marketing Potential
of Sponsorship for Global Brands
European Business Journal Vol 14, Issue 4, 2002
[republished in: A Reader in Marketing Communications,
Eds Kitchen, Schultz, Eagle and De Pelsmacker, Routledge 2005]
CASE STUDIES
Local to Global without Compromise – Is it Possible?
Global Advertising from Shell
ECCH 503-096-1, and Teaching Note 503-096-8
Metax in 2005 not published
Revisiting Metax
ECCH 300-151-1, 2002
The Shell-Ferrari Relationship
ECCH 501-064-1 [IPA winner 2001]
Visiting Metax
ECCH 300-123-1, and Teaching Note 300-123-8