Executive Education

Differentiation and Innovation through Services

Using services to provide your customers with added value


Acquire the skills to lead service organizations and manufacturers that rely on differentiation and innovation 


This Major is relevant for individuals interested in both business-to-business and business-to-consumer relationships.

Target Audience

The Major is aimed at executives and senior managers working in organizations that rely on the added value of the services they provide to differentiate themselves from the competition. Strategy, organizational behavior, human resource management and leadership are all explored from a services perspective. 


2 one-week sessions: Singapore (May) and Berlin, Germany (October)


Approximately 70% of the output of industrialized economies originates in the service sector, yet most management theory finds its origins in work developed by studying traditional manufacturers.

Despite this, best practices for services are clearly established, and these have led to the development of cutting-edge theories over the last three decades. Real-world case studies are used in order to provide participants with the necessary skills to lead service organizations and manufacturers that rely on service for differentiation.


  • Gain a comprehensive understanding of the economics of both customer and employee loyalty 
  • Develop strategies to build customer loyalty in service settings 
  • Apply best practice in a service context to the interrelated disciplines of strategy, operations, marketing and human resource management 
  • Discover some of the creative and innovative approaches used by leading companies to add value to the services they provide 

These best practices will include aspects of strategy, operations, marketing, and human resource management in a service context.


The program focuses on several of the most important frameworks in the study of services and examines how they are used in local companies.  This raises some important questions:

  • How are these frameworks applied in the “real world” and is there room for improvement, even in world-class service organizations?
  • How can these frameworks be applied to my organization? 


Roger Hallowell is the Academic Director of the Major in Differentiation and Innovation through Services, and an Affiliate Professor at HEC Paris Executive Education. Professor Hallowell’s academic work focuses on the leadership of organizations who use services as a means of increasing the added value that they provide their customers. His projects are designed to help executives and senior managers enhance their leadership skills, including their ability to design and implement change. He is an authority on strategic initiatives with the goal of simultaneous cost reduction and quality improvement. Professor Hallowell’s career began as a banker on Wall Street and has also held two senior management positions in industry.

Your contact

More information on this Major, please contact: Jean-Bernard TISON  tisonj@hec.fr 01 39 67 75 44


Choosing a major was not easy : the Major "Differentiation and Innovation through Services" responded to my field of activity, the financial sector, and the cross-functional approach particularly interested me.

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