Commercial Excellence – Is OK Good Enough?

Event Information

Date: Friday April 9, 2021
Time: 9:00–10:00 am (UTC+3)
Location: Online

Is your sales and marketing on par with the best organizations in the world?   

Sales and marketing functions are still mostly undervalued, that, for instance, can be seen in board compositions. Excelling in business today requires outstanding capabilities in commercial excellence and knowledge on how to hack your company to grow. In comparison with our peers globally, are you thriving?

Is customer value at the core of your commercial excellence? And are your products and services driving growth?  

In this webinar, marketing gurus Nermin Hairedin and Dr. Pekka Mattila discuss how to achieve breakthrough business performance.    


Nudging for Better Profitability - Customer Value as a Core of Commercial Excellence
Dr. Pekka Mattila
, Group Managing Director at Aalto University Executive Education and Professor of Practice at Aalto University School of Business

How to make your Products and Services desirable to Drive Real Growth and Value: Comparing Finnish and Global Cases
Nermin Hairedin,
Senior Advisor at Aalto University Executive Education



The webinar is free of charge. We will share the webinar recording after the event with all registrees.


Register for the webinar by April 8, 2021. You will get instructions on how to join the webinar in a separate email.



Nermin Hairedin, serves as a Senior Advisor in Aalto University Executive Education. She has been involved in the digitalization of businesses for over 20 years and is highly experienced in strategic marketing, sales, and the utilization of data in business management and on corporate boards. 

Hairedin is the CEO and partner of Frumatic Oy, a software development company. She also has a seat on the boards of SOK, the VR Group, Örum and Delipap. In addition, Hairedin serves as a corporate advisor, consultant and investor. 







Dr. Pekka Mattila serves as a Professor of Practice at the Aalto University School of Business. He works frequently with European, Asian, African, and North-American executive audiences on themes of strategic management and agility, strategy co-creation, business model innovation, executive leadership, top team dynamics, change management, organizational culture and strategic marketing.
Since spring 2011 he has served as the Group Managing Director and Associate Dean of Aalto University Executive Education.

In addition to his academic activities Dr. Mattila has conducted an active business career. Currently he serves as the Chairman of the Board or as a Member of the Board at a number of innovative companies. Previously he served in executive, management and senior staff positions in the Nordic financial services industry. Currently he serves as a Member of the Board of The Finnish National Gallery. From 2009 till 2017 he served as the Chairman of the Board of the Helsinki Festival. He is a Founding Member of Nordic Institute of Business and Society.

Dr. Mattila holds a doctorate and masters in sociology at the University of Helsinki and an Executive MBA at London Business School. Over the years, he has frequently visited a number of prestigious European and Asian universities teaching management, organizational behaviour, marketing and sociology. Dr. Mattila has authored a number of managerial books on leadership, change management and strategic marketing and sales.
Dr. Mattila's consulting and coaching career started in 2003, and his corporate clients comprise over 280 Nordic and international companies, entrepreneurial ventures as well as prominent public sector institutions and NGOs.

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