Dr. Shobeiri has been a professor of Marketing at several universities in North America and Europe. His work focuses on two emerging paradigms in business world: experiential marketing (i.e. how to create unique and memorable customer experiences) and transformational marketing (i.e. how to design products that help customers become better individuals). Dr. Shobeiri has served as the Distinguished Speaker in several academic and professional conferences on Marketing. He is the winner of the Honorary Mention Award (2015) from Service Industries Journal, and has been the director of an innovative research project funded by the Government of Quebec Province in Canada to develop the concept of customer transformation. He also regularly helps entrepreneurs - both in Canada and abroad - in areas such as branding, customer experience design, and communication skills.
Leading companies constantly look for effective methods to inspire customers. Today, a new marketing practice is emerging that focuses on designing products to assist customers change from inside. Such products are called transformational, since they help customers transform into better individuals and live more meaningful lives. This seminar aims to familiarize participants with emerging approaches in designing transformational products. First, it introduces four categories of transformational products that may stimulate four different types of transformation in customers. Then, it shows how companies could develop innovative products in each of those four categories using practical models that are based on a combination of insights from various fields such as industrial design, customer experience management, and behavioral sciences. Participants would realize how major brands such as KLM Airlines, Coca Cola, Nivea as well as creative entrepreneurs in places such as Asia, Africa and