Lucas Hulsebos is CEO of DVJ Insights, founder of the Brand Growth Platform, and author of The Growth Decision. Active in marketing and market research for more than 30 years, he has spent the past decade studying the drivers of sustainable brand growth. His work combines business practice, academic thinking, and research among more than 20,000 marketing professionals.

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Lucas Hulsebos

The Growth Decision

Name: The Growth Decision
Author: Lucas Hulsebos

Leadership, strategy and the architecture of sustainable brand growth

Gebonden Engels 2026 1e druk 9789493202658

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Marketing science has been trying to explain brand growth for decades. Yet many organisations still struggle to grow, even with more data, tools, and expertise than ever before. Short-term pressure, fragmented strategies, and misaligned decision systems often undermine the very conditions that enable growth.

This book introduces the Strategic Growth Gap: the structural difference between organisations that grow and those that stagnate. In The Growth Decision, Lucas Hulsebos explores the leadership decisions behind sustainable brand growth.

The book draws on ten years of brand growth research and includes the perspectives of more than 20,000 marketing professionals. It challenges assumptions about innovation, Moments of Truth, promotions, creative execution, brand building, and data-driven decision making.

For marketing leaders, strategists, and executives, The Growth Decision offers a clear, evidence-based view of the choices that determine whether brands truly grow.

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Specificaties

ISBN13:9789493202658

Taal:Engels

Bindwijze:gebonden

Aantal pagina's:176

Uitgever:Warden Press

Druk:1

Verschijningsdatum:14-4-2026

Hoofdrubriek:Marketing, Strategisch management

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Over Lucas Hulsebos

Lucas Hulsebos is CEO of DVJ Insights, founder of the Brand Growth Platform, and author of The Growth Decision. For more than 30 years, he has worked in marketing and market research, helping organizations better understand consumers, shoppers, and markets and translate insights into growth. As an entrepreneur, he has built DVJ Insights into one of Europe’s leading insight agencies, achieving an average annual growth rate of around 20% since its foundation. Throughout his career, he has received multiple awards and recognitions for innovation, entrepreneurship, and excellence in marketing research. Over the past decade, his work has focused on understanding the drivers of sustainable brand growth. This led to the creation of the Brand Growth Platform, a long-term research initiative combining academic insights, business practice, and research among more than 20,000 marketing professionals across the world. Lucas serves on the board of SIRE and on the Advisory Board of the Customer Insights Center (CiC) at the University of Groningen. He regularly speaks at conferences and facilitates workshops on brand growth, marketing effectiveness, and data-driven decision-making, helping organizations bridge the gap between science and practice.