About Profjp Baeyens

What’s a spicer ? “one who seasons with spice “or “one who deals in spice”   Webster dictionary

What’s a strategic spicer ?“one who seasons strategic options to make them stand out of the crowd” Prof Baeyens

I am a Strategic Spicer. I generate spicy ideas to inspire younger generations of game changers. I help them reflect on their strategies following my SPICE UP model

Inspiring is my motto. I take the time to watch, hear and digest new trends. I give back through strategic mentoring, workshops, inspiration speeches, papers and videos  Another way to inspire is to be member of boards as independent non executive Director.


My life so far was rich and vivid.

I graduated as Master of Business Administration at the Harvard Business School, class of ‘79. That’s where I discovered strategy and marketing taught by extraordinary inspiring profs !  Previously, I got a degree of Ingénieur Commercial (Master of Sciences in Management) from Solvay Brussels School of Economics & Management (Université Libre de Bruxelles, Belgium, 1975). This is for the start !

Then I went into business in marketing and general management (P&G, Moulinex). I created my own investment group (Portfolio 2000) and ventured in various start ups.

But my true vocation was to teach. So I taught…as Professor of strategy and marketing at HEC Université de Liège  and the  Université Libre de Bruxelles where I held the Chair of Marketing at the Solvay Brussels School of Economics and Management and the Ecole Polytechnique.


I must say that I’m always moving and launching new projects. That’s my entrepreneurial side !

At Université Libre de Bruxelles I founded the Centre of Excellence in Marketing of Art & Culture (ARTketing) as well as the  Solvay FinTech Marketing Hub. I also was the Academic Director of Solvay Brussels School Advanced Master in Creativity Marketing from 2013 to 2015.

In Vietnam, I was the Dean of Solvay Brussels School Master’s programs from 2008 to 2012 and the founding Academic Director of the Solvay Master in Marketing & Communication Management since 2005. I’m now Chairman of Solvay Executive Education Vietnam.


I was always active in the community as member of the Harvard Club of Belgium and Solvay School alumni association, Founder of the Belgian Association of Board Directors, Board member of Musée Royal de Mariemont, one of the biggest museum in Belgium, etc .

I am happy to lead a “spicy” life in Belgium and Vietnam. I love cooking, enjoy soccer and rugby and I’m a passionate listener of jazz and blues.



mobile :           +32 475 25 66 31 (Belgium)

linked in: Jean-Pierre Baeyens

facebook: ProfJP Baeyens 

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