"Since 2009, the department has published 39 award-winning articles"
Professor Laurent Maruani

 

 

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HEC Paris’ Marketing department recently showcased its latest research in this fast-growing field at an early morning presentation that welcomed business professionals, journalists and PhD students. 

Where innovative pedagogical approaches meet research excellence 

The HEC Paris Marketing department comprises 18 professors and five affiliate professors from eight nationalities. Its research is focused on brand management, business-to-business marketing, consumer behavior, pricing and sales force management. The department conducts 20 research seminars annually and it offers numerous courses, some of which are developed through partner-sponsored chairs: New Business Models in Energy Industries (EDF), Social Business/Enterprise and Poverty (Danone, Schneider Electric, the French government’s Direction Générale de la Cohésion Sociale and private donors), Management of Prestige Brands (Pernod Ricard), and Marketing (SFR).

In the past five years, the department has published over 55 articles. The work of many professors has appeared in the press, including articles by Marketing Professor Jean-Noël Kapferer , Affiliate Marketing Professor Vincent Bastien  and Marketing Professor Laurent Maruani .

“Since 2009, the department has published 39 award-winning articles, ” says Maruani . “2011 was an exceptional year: we received 11 distinguished honors, proving our research excellence. We aim to build on this momentum throughout 2012.”

Marketing insights from award-winning faculty

Three HEC Paris Marketing professors shared their innovative research. 

Marc Vanhuele , Associate Professor of Marketing, investigates consumer reactions to marketing actions in order to increase their effectiveness. His presentation outlined how to improve brand management by modeling marketing’s effects on consumer attitudes. This research earned him the Syntec Management Consulting Best Article in Management Research Award. Vanhuele holds a PhD from the University of California, Los Angeles.

Kristine de Valck , Associate Professor of Marketing, offered insights into online communities’ power to influence consumer decision-making. Her paper, “Understanding Word-of-Mouth Marketing in Online Communities” , earned her the HEC Foundation’s Professor Article Prize in 2010. An RSM Erasmus University graduate, she is continuing her research on the effect of new communication technologies on marketing practice, as well as online interpersonal and “word-of-mouse” influence.

Joseph Lajos ,  Assistant Professor of Marketing, presented his work on product recommendations generated on sites such as Amazon.com and their influence on consumers’ decision-making process. His articles have been published in The Journal of Consumer Research  and Marketing Letters . An INSEAD graduate, Lajos also has several papers under review at The  Journal of Marketing  and Marketing Science . His research has won him the Syntec Management Consulting Best Article in Management Research Award.