Koen is a strategy and marketing expert with a dual foundation in corporate leadership and academia. He brings a 20‑year executive career, including serving as VP Marketing at Proximus, where he led and transformed large commercial organisations.

For the past 10 years, he has been Professor in Strategy and Marketing, focusing on value creation for customers, value delivery across the customer journey, value capture through pricing, and value sharing through sustainable business models.

He combines academic depth, real‑world leadership, and a strong commitment to sustainable value creation, shaping high‑impact executive education and supporting senior teams in strategic decision‑making.

Author and co-author of multiple managerial and academic papers on both marketing and strategy.

• Strategy papers include: include "Are you creating or capturing value? A dynamic framework for sustainable strategy" and "A new strategy model for dealing with turbulent times"
• Marketing paper include a 'Pricing Strategy' Playbook and  "Is advertising for losers? An empirical study from a value creation and value capturing perspective"

Co-authored also the second edition of the book Customer Innovation https://www.koganpage.com/marketing-communications/customer-innovation-9780749484187. 

Experience in multiple industries:  Telecommunications, Energy, Real Estate, B2B Services, B2B Investment Goods, Financial Institutions, Organisations navigating sustainability‑driven transitions,...

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Koen Tackx