Edgar Keehnen, MBA, gained his MBA at Erasmus University, Rotterdam, NL, after studies at Nyenrode Business Universiteit, NL, and the University of Michigan, US. He furthermore attended various hotel management courses at Cornell University School of Hotel Administration in Ithaca, New York. Since 2008, he has been a part-time lecturer in Strategy, Innovation and Marketing at Hotelschool The Hague, Hospitality Business School, and recently also lecturer in Marketing at Erasmus University Rotterdam and a freelance lecturer in Strategy at Nyenrode Business University. During his early career, Edgar worked for companies such as American Express, OHRA Bank and Insurances Group, and Swedish Telecom TeleMedia Yellow Pages as Director of Marketing, Sales and Customer Services. In 2000, he founded Grey Ocean, an agency for concept development, strategy development, research, consultancy and advertising for organisations, targeting the mature consumer. He has been a speaker on various industry forums and for many companies in the Netherlands and abroad. Edgar is co-author of various books on the subject of mature marketing, his most recent being Grey Ocean Strategy. In 2019, he started working on his PhD Hospitality Experience @ Elderlycare at Nyenrode Business University. He is a member of the Speakers' Academy.