Business Case Studies, Executive Interviews, Amitava Chattopadhyay on Executive Development

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Executive Interviews: Interview with Amitava Chattopadhyay on Executive Development
October 2007 - By Dr. Nagendra V Chowdary


Prof. Amitava Chattopadhyay
The L'Oreal Chaired Professor in Marketing-Innovation,
Creativity-Professor of Marketing at INSEAD.


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  • Are there any expected deliver ables at the end of any executive development program? Given the "voluntary" nature of these programs, do you think it's reasonable to expect the rigor and seriousness in these programs?
    Executive development programs do have deliverables and it is crucial that these are indeed delivered. I am not sure what you mean when you say "voluntary nature of these programs". The participants I meet at the programs I teach in are typically hand picked because they are responsible for specific goals of the organization and they attend the program to acquire the knowledge necessary to be able to deliver

    what the company expects from them. Business schools, at least the ones I have been involved with, take the deliverables seriously and develop a rigorous program around those deliverables. Likewise, the participants that come take the program seriously and are looking to receive the promised deliverables.

  • Many a times companies attempt to realize the same deliverables by giving their executives "self-help" books. Do you think formal classroom learning would provide an enriching and effective learning platform compared to "self help" learning?
    I think this goes without saying. While reading a book can help, a good executive program helps participants internalize the knowledge much more effectively than reading a book can.

  • Can you please share with our readers your experiences in designing and delivering executive development programs?Andmore so in "executing strategic change" program? What is the profile of par t icipant s ? What are thei r expectations and what are endof the program deliverables?
    The process begins with understanding the issues that the company is grappling with. To effectively understand this, one needs to speak to not only the program sponsor within the organization but also individuals who will potentially be participating in the program.

    Based on this understanding one needs to identify a faculty team who will actually deliver the program. The faculty team is briefed on the key issues and in many instances may have further discussions with individuals within the firm to refine their understanding from their specific vantage points. For instance, a company may need inputs in several areas, e.g.,marketing, finance and leadership. In such an instance faculty from these different specialties would typically like to speak to the firm for whom the program is being designed to clearly understand the issues from the vantage point of their own specialty.

    The faculty team then puts together a draft program that articulates the specific topics, the materials that support the session and the pedagogical tools (cases, simulations, lectures,…), and the deliverables that these speak to and how. The draft program is then discussed with the firmand finalized.

  • Drawing fromINSEAD's experience in delivering one of the best executive development programs, what trends have you noticed in the last decade or so? What is your assessment of the future potential of this space?
    This is a growing space as the pace of change within organizations has accelerated, making such inputs all the more crucial. As I have noted earlier, one key trend is a move towards company specific programs rather than sending executives to open enrollment programs. Another related trend is a growing clarity as well as emphasis on accountability in terms of deliverables. I also see a trend towards programs that require conceptual inputs as well as facilitation of problem solving using the conceptual frameworks and tools; these latter programs require considerably more inputs in terms facilitation than the typical customized company specific programs.

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