May 10, 2016
Aldor “Al” Lanctot calls his decision to join the Moore School a natural choice. Lanctot, who has joined the school as the executive director for the Center for International Business is no stranger to the world of international business.
His positions in sales, marketing, finance and operations have given him the worldwide business experience to be a valuable asset to the center. During his time with Dell, he served as general manager for more than 120 countries in North and West Africa, Eastern Europe, Greece and Portugal.
Prior to coming to the Moore School, Lanctot held leadership positions at the Dialog Group, Regus, Dell and Lockheed Martin as well as teaching positions at the University of Texas at Austin McCombs School of Business and most recently, the Darla Moore School of Business.
During your time in international marketing, what differences did you notice from U.S. marketing?
I noticed that the marketing tactics were a bit more tangible than digital in Africa. While in America we had moved on towards digital platforms, many countries in Africa still had success with billboards on the side of the roads. The marketing push was more distribution based instead of direct. It comes with the territory.
What about marketing interests you?
There is something special in the energy that drives a company towards the end of a financial quarter. In academics you don’t feel the same adrenaline pumping through the office. It keeps things exciting and moving.
You saw the rise of personal computers during your 18 years with Dell. What did this teach you about marketing to the masses?
During the time I worked for Dell, the market value went from $3 billion in 1995 to $60 billion in 2013. I learned that with computers, especially PC’s, much of the revenue is business-to-business, not always consumer based. My time there taught me to be persistent and ride the waves of marketing. Dell was excellent about being experimental and quick to pull the plug if something wasn’t working.
What are you most looking forward to during your time at the Moore School?
I am really looking forward to getting back in the classroom and engaging with students. I enjoy giving them advice on their career paths in addition to teaching lessons. I am also looking forward to connecting with other center leaders to help capture their best practices. Everyone here at the Moore School was been so warm and welcoming so far.
What was your first impression of the Moore School?
I think it is very humbling that the number one school of international business still wants feedback from international corporations on what they can do better. It was one of the first things that struck me when I arrived at the Moore School. It shows that the school doesn’t have a big ego about our work and that we are always looking forward on the frontier of improvement.
What are some of your passions outside of the office?
I really enjoy traveling but I think that comes with the terms of being in international business. I also read business magazines such as Forbes like they’re candy. It is important for me to exercise and keep up to date with world events to keep my body and my brain active.
By Jessika Markland