Lance Bettencourt

Lance Bettencourt (PhD, Arizona State University) brings a combination of academic rigor and practical insight to the innovation process. A former professor of marketing at Indiana University, he is an expert in product and service innovation, marketing strategy, and research design and analysis.

As a thought leader on the topic of marketing strategy and innovation, Dr. Bettencourt has published dozens of articles on marketing strategy and innovation in both academic and practitioner publications. Recent contributions including “The Customer-Centered Innovation Map” (Harvard Business Review, May 2008), “Giving Customers a Fair Hearing” (Sloan Management Review, Spring 2008), and “Client Co-Production in Knowledge Intensive Business Services” (California Management Review, Summer 2002).

As a Strategyn senior consultant, Dr. Bettencourt has supported innovation initiatives at some of the world’s leading companies, including Microsoft Corporation, Colgate-Palmolive, Hewlett-Packard Company, State Farm Group, TD Bank Financial Group, Kimberly-Clark, Advanced Medical Optics, Mead Johnson Nutritionals (a division of Bristol-Myers Squibb), Chiquita Brands, and Ethicon Endo-Surgery (a division of Johnson & Johnson).

In addition, Dr. Bettencourt is a key member of Strategyn’s education division. He is a regular teacher/mentor at the Strategyn Institute and has provided customized education programs to Rockwell Collins, Neenah Paper, Trend Micro, Masco Corporation, and Covidien.

Dr. Bettencourt is part of the Strategyn USA team and may be contacted by email.