The life of a Business School Professor can be tough at times. How rough it can truly be however, is demonstrated in the third video of the series “The other side of IE Professors.”

In it, marketing Mozart – Professor Martin Boehm – takes you to a race track and introduces a special product – the orange Skualo. Through his expertise in the consulting area of customer management in which he realized the necessity to shift from a transaction based to a relationship based marketing, Professor Boehm uses the example of the Skualo to talk about a special type of business model that is founded on passion and relies on loyalty as well as some “spare parts.”