On Monday, April 14, 2025, the Institute for Environmental Studies at the Faculty of Science, Charles University, welcomed leading global marketing strategist Hermawan Kartajaya. In his dynamic lecture Reimagining Operational Excellence, he showed that good marketing is not just about selling – but about values, relationships, and thoughtful strategy.
Hermawan Kartajaya is a highly respected expert in marketing and corporate strategy, founder of MarkPlus, Inc., and former president of the World Marketing Association. He is best known for his collaboration with Philip Kotler, with whom he co-developed the “Marketing 3.0” and “Marketing 5.0” concepts – focusing on the integration of technology, human values, and social responsibility into modern marketing.
At his lecture at the Institute for Environmental Studies, Faculty of Science, Kartajaya focused on how companies today can (and should) think more broadly about their role. He shared real-world examples of brands that have succeeded by embracing meaningful communication and value-based marketing – not just pursuing efficiency, but aiming to be truly relevant to customers, employees, and communities.
The talk also touched on topics that go beyond business – such as how companies can support sustainability and why values like responsibility and transparency should be an integral part of a brand’s identity.
His presentation was both insightful and energizing, offering a fresh look at modern marketing thinking and reminding us that well-crafted communication can be a force for positive change.