Dr. Kassab has extensive business experience across Asia, as well as Europe and the USA. He has held senior positions at Sanyo Electric, Mercer, and Culture Convenience Club, the dominant Japanese player in the consumer entertainment and lifestyle sector. His work has ranged from facilitating European strategic planning sessions for synergy and competitiveness to internationalizing and globalizing business operations.

Dr. Kassab received his BA and MA from Leeds University, a second MA in organization change from Ashridge Management Center, and his PhD from Hitotsubashi University. His doctoral research looked into the use of stories and storytelling in organizations as a tool for inspiring employees and bringing about visionary change.