INSEAD: From Intuition to Institution

256 Pages·2000·1.057 MB·English

by  Jean-Louis Barsoux (auth.)

I N S E A D
From Intuition to Institution
JEAN-LOUIS BARSOUX
© Insead 2000
Softcover reprint of the hardcover 1st edition 2000 978-0-333-80398-1
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work in accordance with the Copyright, Designs and Patents Act 1988.
First published 2000 by
MACMILLAN PRESS LTD
Houndmills, Basingstoke, Hampshire RG21 6XS
and London
Companies and representatives throughout the world
ISBN 978-1-349-42222-7 ISBN 978-0-333-98184-9 (eBook)
DOI 10.1057/9780333981849
A catalogue record for this book is available from the British Library.
This book is printed on paper suitable for recycling and made from fully
managed and sustained forest sources.
10 9 8 7 6 5 4 3 2 1
09 08 07 06 05 04 03 02 01 00
Contents
List of Plates page iv
Acknowledgements ix
Introduction: Ecrire, c’est choisir xi
PART 1: FROM INCEPTION TO OBSCURITY
1 Getting to the Drawing Board 3
2 Believing Something Into Being 25
PART 2: FROM OBSCURITY TO RESPECTABILITY
3 Fighting Above its Weight 53
4 Here to Stay 83
PART 3: FROM RESPECTABILITY TO PROMINENCE
5 A Faculty For Renewal 109
6 Keeping the Show on the Road 131
PART 4: FROM PROMINENCE TO IMPACT
7 Coming of Age 159
8 Taking on the World 185
9 Pillars of the Estabishment 211
Appendices 221
Index 243
List of Plates
1 The Palace at Fontainebleau
2 Georges Doriot
3 Inauguration ceremony of Insead at Fontainebleau Palace on 9th
October 1959: W. Posthumus Meyjes, Director-General, G. Doriot,
J. Marcou, Chairman of the Paris Chamber of Commerce and
Industry (CCIP) and Chairman of the Board, J. Martin, Vice
President of the CCIP and President of the Executive Committee
4 Inaugural speech of Georges Doriot in the Salle des Colonnes
5 Jean Marcou, Chairman of the Board, 1959–1969
6 Jean Martin, President of the Executive Committee at the
Inauguration
7 Jean Marcou with Olivier Giscard d’Estaing, Director
8 Students of the first intake
9 Willem Posthumus Meyjes, Director-General, 1960–1963
10 Guests and students in the Cour Ovale
11 Temporary entrance notice
12 Olivier Giscard d’Estaing, Director-General, 1963–1966
13 Executive meeting: O. Giscard d'Estaing, W. Posthumus Meyjes,
P. Silberer, C. Janssen
14 Opening ceremony of the first post-graduate programme
15 Entrance notice
16 Among the first lecturers: R. Morin, P. Silberer, A. Reiff, P. Smith,
S. Teresi, O. Giscard d'Estaing, J. Miller, F. Allender, G. Sauvage
17 Faculty meeting: O. Giscard d'Estaing, S. Teresi, P. Silberer,
G. Sauvage, P. Smith
18 Peter Smith, Finance Professor
19 Lectures at the Palace, 1960–1961 intake
20 Touring Europe (1961–1962 intake in Berlin)
21 1962 official visit of the US Ambassador in France; O. Giscard
d’Estaing, J. Gavin, J. Martin, W. Posthumus Meyjes, G. Sauvage, in
front of the Palace gates
List of Plates v
22 Seminar co-directed by R. Godino and G. Steiner from
UCLA/Stanford Research Institute, hosted by Prince Bernhard of
the Netherlands and sponsored by McKinsey, represented by
W. Cannon; among the French authorities, P. Lemoine, curator of
the Fontainebleau Museum and P. Séramy, Fontainebleau Mayor,
respectively on the right and on the left of the Prince
23 Roger Godino and Olivier Giscard d'Estaing during the 1964
opening ceremony at the Palace
24 Jean Marcou welcoming Paul-Henri Spaak, Secretary General of
NATO
25 Speech by Etienne Hirsch, Chairman of Euratom, at the Collège des
Carmes in Avon in November 1962
26 Official inauguration of the new buildings, on 23rd May 1967 with
A. Bettencourt, Minister for Industry, J. Marcou, P. Dennis,
Director-General
27 Olivier Giscard d'Estaing alongside a model of the future buildings
28 O. Giscard d'Estaing, J. Marcou, M. Bokanowski, Minister for
Industry, R. de Cidrac, official Palace Architect, for the laying of the
first stone on 26th October 1965
29 Insead new campus entry
30 John Loudon, Chairman of the Board, 1969–1982
31 Main court of the new campus
32 Philippe Dennis, General Director, 1966–1974, with Lee Remmers,
Finance Professor
33 Salvatore Teresi, Marketing Professor, later to become Director of
Cedep
34 First Stanford–Insead executive programme: R. Godino, P. Dennis,
E. de Rothschild, P. Bond, Associate Dean of Stanford
35 Dean Berry, Dean, 1971–1976
36 German Day, Dean Berry and Ambassador von Braun
37 Spyros Makridakis, Operational Research Professor
38 Dominique Héau, Business Policy Professor
39 Pierre Cailliau, Director-General, 1974–1982
40 1977 visit of the Ambassadors of the Philippines, Malaysia,
Indonesia, Singapore and Thailand to prepare a seminar for the
South-East Asian Countries Association with Henri-Claude de
Bettignies
41 Guy de Carmoy, European Environment for Business Professor, with
1978 students Jean Mallebay-Vacqueur and Will Hutton
42 Uwe Kitzinger, Dean, 1976–1980
With Roy Jenkins, President of the Commission of European
Communities, and Pierre Cailliau, for the opening of the Residences
in September 1979
43 With Giovanni Agnelli, President of Fiat, Guest of Honour at the
MBA opening ceremony in September 1976
44 André Laurent, Organisational Behaviour Professor
vi List of Plates
45 UK Alumni Group Annual Dinner, in November 1979 in London:
the Guest of Honour is John Freeman, Chairman of London
Weekend Television: D. Berry, D. Montagu, Chairman of Orion
Bank and Chairman of the UK Friends of Insead, P. Cailliau,
J. Freeman, U. Kitzinger, and Lord Armstrong, Chairman of
Midland Bank
46 December 1978 Development meeting in New York: Robert
McNamara, President of the World Bank, John Loudon and Phil
Caldwell, President of Ford
47 R. McNamara, J. Loudon, G. Doriot, P. Caldwell, P. Cailliau,
W. Cannon, Director of McKinsey, at the same occasion
48 Heinz Thanheiser, Dean, 1980–1982
49 G. de Carmoy, C. and A. Rameau, D. Héau, J. Story, European
Environment for Business Professor
50 First scholarship recipients admitted to the MBA programme in
September 1980, following the campaign launched by Uwe
Kitzinger to increase the number of women in the programme:
D. Ponter, F. de Mulder, A. Fowler, A. de Wilde, J. Tyrrell,
C. Blondel
51 Patrice Triaureau, Finance and Administration Director, John
Loudon
52 Gareth Dyas, Strategy Professor, Heinz Thanheiser
53 P. Cailliau, C. Janssen, J. Loudon, H. Thanheiser, C. Rameau during
the ceremony of departure of Pierre Cailliau
54 New Insead logo
55 Claude Janssen, Chairman of the Board, 1982–
56-7 J. Marcou, O. Giscard d'Estaing, C. Janssen; R. Godino, C. Janssen
58 Claude Janssen opening the September 1982 MBA class
59 1984 European Summit in Fontainebleau: Margaret Thatcher,
British Prime Minister, prepares to meet the press
60 1984 European Summit: François Mitterrand, President of France,
presents the new European passport in the main amphitheatre
61 Heinz Thanheiser and Claude Rameau, Co-Deans, 1982–1986
62 Gabriel Hawawini, Finance Professor
63 Paul Evans, Organisational Behaviour Professor
64 W. Chan Kim, Strategy Professor
65 Yves Doz, Strategy Professor
66 Arnoud De Meyer, Operations Management Professor
67 Reinhard Angelmar, Marketing Professor
68 Karel Cool and Ingemar Dierickx, Strategy Professors
69 Henri-Claude de Bettignies, Organisational Behaviour Professor
70 Claude Rameau and Philippe Naert, Co-Deans, 1986–1990
71 Meeting of the Presidents of the INSEAD Alumni Association and
of the Alumni Fund in 1989: C. Rameau, J.-M. d'Arjuzon, founder
of the Association, R. Wippermann, J. Friisberg, M. Butt,
C. Janssen, M. Gauthier, founder of the Fund, and J. Cutts
List of Plates vii
72 Mike Brimm, Organisational Behaviour Professor, accepting the
"Best Teacher of the Year" award from Per Kaufmann during the
1987 graduation ceremony, the Guest of Honour being Pier Carlo
Falotti, Chairman of Digital Equipment Corporation International
73-4 Antonio Borges, Associate Dean for the MBA programme
introducing speakers for a "Business and the Media" seminar and
featuring on the cover of Fortune
75 Salvatore Teresi, Director of Cedep, on the day of his retirement in
1991
76 Claude Rameau and Ludo Van der Heyden, Co-Deans, 1990–1993
77 Inauguration of the International Information Centre and of the
Georges and Edna Doriot Library in September 1990; G. Caldéron,
Architect, P. Triaureau, Finance and Administration Director
78 Lindsay Owen-Jones (MBA '69), Chairman of L'Oréal, during the
opening ceremony of the programme on the same day
79 In January 1990, Gerard Van Schaik, Chairman of Heineken and
President of the Netherlands Council hands over the cheque to
Claude Janssen for the creation of the Alfred H. Heineken Chair in
Marketing
80 Past and present Insead leaders pay homage to the departing Claude
Rameau in 1995: D. Berry, H. Thanheiser, P. Naert, C. Rameau,
R. Godino, U. Kitzinger, L. Van der Heyden and A. Borges, with
M. Dehelly
81 Ludo Van der Heyden and Antonio Borges, Co-Deans, 1993–1995
82 Faculty win the 1994 European Case Clearing House Awards:
R. Angelmar, K. Cool, J. Gray (ECCH), S. Schneider, L. Gabel,
C. Pinson, Y. Doz and S. Goshal
83 PhDs with the Deans after graduation in 1995: A. Borges, F. Lajeri,
L. Almeida Costa, J. Amaro de Matos, G. Szulanski, B. Leleux,
L.T. Nielsen and L. Van der Heyden
84 Logo of the Insead campaign
85-7 David Simon (MBA '66), Chairman of BP, John Loudon and
Tuulikki Janssen, Jean-Pierre Berghmans (MBA '74), Chairman of
the Lhoist Group, during the launch ceremony of the Insead
development campaign in September 1995
88 Antonio Borges, Dean, 1995–2000
89 David Scholey, Chairman of the International Council, Marie-
Sophie L'Hélias-Delattre (MBA '92), President of Franklin Global
Investor Services, Jürgen Schrempp, Chairman of Daimler-Benz,
during the 1997 March meeting of the Council
90 Members of the Insead Alumni Fund Board of Trustees in 1998:
J. Boyer, MBA '86, Chairman, B. Goldring, MBA '82, F. Burgel,
MBA '73, L. Freling, MBA '63, J. Walton, L. Consiglio, MBA '82,
R. Chamberlain, MBA '70, G. Hawawini, J. de Valk, MBA '81,
E. Willam, MBA '78, J. Cutts, MBA '76
91 1998 Meeting of the Circle of Patrons: C. Rameau, B. Larcombe,
viii List of Plates
CEO of 3i, M. Kets de Vries, the Raoul de Vitry d'Avaucourt
Professor in Human Resource Management, J. Clarkeson, Chairman
of The Boston Consulting Group
92 Ann and John Clarkeson during the naming ceremony of the BCG
amphitheatre
93-4 Students at the Palace in 1961, and on campus in 1998
95-6 MBA class at the Collège des Carmes in Avon in 1963, executive
course with J.-C. Larréché, the Alfred H. Heineken Professor of
Marketing on campus in 1998
97-8 Individual learning at the Collège des Carmes in Avon in 1960, and
in the Ullmann Amphi in 1998
99-100 Group work on campus in 1998 and in 1970
101-2 Library on campus in 1998, and at the Collège des Carmes in 1961
103-5 Restaurant at the Collège des Carmes in 1962, at the Hôtel de France
et d’Angleterre in 1968 and on the campus in 1999
106 Entrance of Insead at the Palace, with its temporary notice in
September 1959
107 3-D rendering of Insead architectural plans for the campus in Asia
108 Entrance of the Fontainebleau campus in 1999
INSEAD
From Intuition to Institution
"Man proceeds in a fog. But when he looks back to judge the people of
the past, he sees no fog on their path … their path looks perfectly clear
to him, good visibility all the way." Milan Kundera, Testaments Betrayed.
ACKNOWLEDGEMENTS
Many people have lent their thought and time to the completion of this
book. The originator of the project was Claude Rameau and, before I was
even involved, he had conducted numerous interviews with key figures,
while Micheline Dehelly had researched and summarised masses of
background material. Their extensive preliminary work and the fact that they
had long held pivotal positions within the school, gave them a unique
understanding of its history. To their immense credit, in our regular
discussions together, they made no attempts to impose their views nor to
present information in a self-serving manner. As Uwe Kitzinger put it at the
end of our interview: "I would say that Claude and Micheline could have
written the history of Insead, but probably in far too much detail and with
far too many embarrassing stories. So it's very good that you have them as
sources, and that they have you as a filter."
Others also contributed 'beyond the call of duty'. On several occasions,
Gareth Dyas, with his extra-sensory knowledge of the school, helped to
identify dominant themes where no leitmotiv was immediately obvious.
Claire Pike offered helpful suggestions on the text and took care of the
publishing side, allowing the author to concentrate on the writing.
Special thanks are also due to Claude Janssen, Olivier Giscard d'Estaing,
Roger Godino and Pierre Cailliau for delving repeatedly into their personal
archives in order to enrich the text or to eliminate glaring errors.
Louis d'Arras, Isabel Borges and Christine Poupat had the unenviable task
of reorganising the long-neglected archives which greatly facilitated the