Interview with the nominees for Edhec Alumni of the Year: Dominique Bach (1979), "Always think in concrete terms"

Edhec 1979, Dominique Bach is CEO of Strauss Coffee. A career built on an implacable, multi-sector and international action plan. Flashback to the key stages in his career.
30 years of career, 30 years in the Food industry. How did you get to where you are now?
I come from Alsace originally, and I did my second-year work placement at BSN where I met some great people. After a year of voluntary work abroad, I was headhunted to work at Danone. In other words, it was all down to fortuitous meetings and chance!

Of all the companies you worked for, Mars left the strongest impression.
Can you explain why?
I spent 12 years there! That's where I learnt to develop an international approach to marketing. Mars encourages its staff to work in international project groups in order to develop the most creative solutions. When you get a German, an Italian and a Frenchman around a table together, you have to take into account their different opinions in the face of your ideas and diversity, which enhances your own vision of things!   It was also the biggest risk you took in your career ... After 8 years in marketing, I gave it all up to manage sales at Mars without knowing anything at all about the job. It wasn't easy, but it was absolutely crucial for me to do this, and it's what allowed me to be the boss that I am today. What did you learn in the field? The Sales sector is a great leadership school! You learn to deal with every type of interpersonal relationship. I still find it useful every day! For example, how to manage conflict, how to bring a reluctant customer on board, how to make people do what you want. I think that EDHEC could do more in this area to prepare its young graduates better. What do you consider your biggest success? My assignment LVMH, without hesitation! I had a fabulous assignment: to create an international wine brand. My starting point was a dozen or so independently-managed little wine cellars located worldwide. It was our star wars to link all the businesses together. Now it's one of the group's flagship products! And now you're CEO of Strauss Coffee.

What makes you want to get up in the morning?
Strauss has this small, complex aspect, which reminds me of my father's family business. I prefer this type of business to large, well-oiled groups with lots of procedures. What I like about being the boss is being in the driving seat for everything. I'm more of a man of action than a great thinker! What advice would you give to a young EDHEC marketing graduate? Always think in concrete terms and don't get bogged down in technical issues. Go back to the roots, listen to your consumers, your customers. Believe in yourself, be decisive and ready to take risks. And above all, finish what you started and at each stage ask yourself why? That will take you in the right direction!   30 years on, what links have you kept with EDHEC? First of all, real friendships! I'm still an active member of the network, and I try to help people who ask for assistance by passing on my experience during dinner debates as in Poland or Geneva ...it's always such a pleasure to see how easy the contact is!

What are your projects today?
Our aim is to make Strauss Coffee third after Nestlé and Kraft. At the moment, we're mainly present in Brazil, Central and Eastern Europe and Israel. Our main challenges include developing new markets, new products and new consumer areas. After 6 months at Strauss, the challenge is still as exciting! Personally, I want to go back to doing some teaching: I love the contact with young people, especially people in professional training courses that I have a lot of respect for. Daring to go back to studying again at an advanced stage in your career is a great lesson in perseverance and determination.

Graduated from EDHEC: 1979
Since February 2009: CEO of Strauss Coffee (3rd global leader/ 5000 employees worldwide / 800 million dollar turnover)
Hobbies: sailing, skiing
His motto: "The great art is to change tack during the battle. Woe to the general who arrives at the battleground with a system." Napoleon

Interview by Sophie Baqué (2004)
rnd.sbaque@gmail.com

Dominique BACH in short