Faculty Directory



Affiliate Professor


Holding a degree from ESCP, Aude Darrou is an affiliate professor at HEC Paris, a management consultant in innovation and founder of the Insight & Innovation consultancy White Leaf, specialized in Human Centered Innovation (www.whiteleaf.fr )

She has been working for more than 20 years in the marketing and innovation field for large international groups in mass consumer and B2B domains. She has also been teaching innovation, consumer centricity and brand strategy with HEC students for more than 10 years.

She is particularly interested in all aspects of marketing that interact with innovation: brand positioning, marketing strategy and consumer understanding. She helps companies grow by placing consumers/customers at the heart of the organization. She aims to bring consumer centricity to life, developing the voice of consumers/customers in every department, making teams turn their consumer understanding into strategic thinking and innovative solutions that really make the difference. She is convinced that the true source of competitive advantage lies in deeply understanding consumers and answering them better than anyone else.

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