Concordia University

http://www.concordia.ca/content/concordia/en/faculty.html

Pierre-Yann Dolbec

Assistant professor, Marketing
Concordia University Research Chair in Complexity and Markets

Office: S-MB 13227 
John Molson Building,
1450 Guy
Phone: (514) 848-2424 ext. 5967
Email: pierre-yann.dolbec@concordia.ca
Website(s): http://www.pydolbec.com

I research "market-level innovation", or how consumers and producers transform markets. I answer questions such as how did passionate consumers such as bloggers change the fashion market, how did a transformative brand such as Tesla create opportunities in the electric car market, and how did technology change the way aesthetic markets such as music work. I use a mix of qualitative approaches such as interviewing, ethnography, and historical analysis, combined with theories from management and sociology. My current research projects examine markets such as coffee, tattoos, sneakers, fashion, music, as well as social impact projects in Brazil and India.

My research has been published at the Journal of Retailing (one of the 25 most downloaded articles for 2014), the Journal of Consumer Research (one of the six highly-cited papers for 2016), Marketing Theory, as well as in the SAGE Handbook of Qualitative Data Analysis. I have presented at the Association for Consumer Research, the European Association for Consumer Research, the Consumer Culture Theory, and the American Marketing Association conferences.

I have received more than 600 000$ in funding from Canadian granting agencies. I am part of the editorial review board at Recherche et Applications en Marketing (RAM), an ad-hoc reviewer for a number of journals, including the Journal of Consumer Research, a mentor at the CCT and ACR conferences, a supervisor and committee member for master and doctoral students, and an instructor at JMSB where I teach digital marketing.


Teaching activities

I am responsible for the digital marketing course (MARK452), where I concentrate on teaching digital strategy, as well as how-to plan and enact conversion-based approaches.


Research activities

Funding, honours and awards

2018
Outstanding Contribution in Reviewing, Journal of Business Research
JMSB OVPRGS Seed Funding (2018-2019)
SSHRC Insight Grant (as principal investigator; co-applicants: Zeynep Arsel and Eileen Fischer) (2018-2023)
SSHRC Partnership Engage Grant (as principalinvestigator; co-applicant: Rodrigo Castilhos) (2018-2019)

2017

FQRSC Nouveaux Chercheurs (2017-2019)
CUSRA undergraduate research award (with Kevin Liu) 
OVPRGS seed Grant 

2016
2016 Consumer Culture Theory conference - Best Special Session
SSHRC Insight Development grant (as principal investigator; co-applicant: Eileen Fischer)
Concordia Invited Speaker Series grant
JMSB Associated Dean of Research Seed Funding 
CUSRA Undergraduate Research Award (with Courtney Tritt)

Before 2016
Vanier Canada Graduate Scholarship (2012-2015)
Social Sciences and Humanities Research Council of Canada (SSHRC) Fellowship (2012)
Fonds Québécois de Recherche sur la Société et la Culture (FQRSC) Scholarship (2010-2011)


Publications

Refereed journal articles

Castilhos, Rodrigo and Pierre-Yann Dolbec (2018). “Conceptualizing Spatial Types: Characteristics, Transitions, and Research Avenues”, Marketing Theory, 18 (2), 154-168.

Castilhos, Rodrigo, Pierre-Yann Dolbec, and Ela Veresiu (2017). “Introducing a Spatial Perspective to Analyze Market Dynamics”, Marketing Theory, 17 (1), 9-29.

Dolbec, Pierre-Yann and Eileen Fischer ( 2015), “Refashioning a Field? Connected Consumers and Institutional Dynamics in Markets”, Journal of Consumer Research, 42 (April).
- One of six "Highly cited" articles at the Journal of Consumer Research for 2016
- Featured in JCR Research Curation "The Psychology of Innovation", July 2016

Dolbec,Pierre-Yann, and Jean-Charles Chebat (2013). “The Impact of a Flagship vs. a Brand Store on Brand Attitude, Brand Attachment and Brand Equity”, Journal of Retailing, 89 (4), 460-466.
–One of the 25 most downloaded papers in 2014-2015 at the Journal of Retailing.

Book chapters

Dolbec, Pierre-Yann and Andre F. Maciel (2018), “The Micro-Dynamics of Taste,” Taste, Consumption, and Markets, edited by Zeynep Arsel and Jonathan Bean, Routledge, 95-112.

Kozinets, Robert V., Pierre-Yann Dolbec and Amanda Earley (2014), “Netnographic Analysis: Capturing and Interpreting Culture through Websites, Blogs, Tweets, Facebook Posts, Virtual Worlds and Other Social Media Data,” in Uwe Fleck, Ed., The Sage Handbook of Qualitative Data Analysis. Sage: London.


Participation activities

Refereed conference proceedings

Castilhos, Rodrigo, and Pierre-Yann Dolbec (2018), “Contextualizing Market Orientation: Logics and Complexity in a Changing Market,” presented at the Consumer Culture Theory Conference, Odense, June 28th. *Presented by Rodrigo Castilhos.

Dolbec, Pierre-Yann (2018), “Objects and the Diffusion of Innovation,” presented at the American Marketing Association, San Diego, February 25th.


Dolbec, Pierre-Yann (2017), “Erasure as Institutional Maintenance,” presented at the Association for Consumer Research Conference, San Diego, October 28th.

Dolbec, Pierre-Yann (2017), “Tasteful Work: The Emergence of an Aesthetic Category,” presented at the Association for Consumer Research conference, San Diego, October 28th.

Dolbec, Pierre-Yann (2017), “Institutional Work, Novel Taste Regimes, and the Emergence of a Cultural Category,” presented at the Bringing Institutional Theory to Marketing conference, Paris, May 29th. 

Dolbec, Pierre-Yann and Eileen Fischer (2017), “Brand Celebrification in a Nascent Market,” presented at the 2017 American Marketing Association conference, Orlando, Florida, February 11th. 

Dolbec, Pierre-Yann (2016), “Market Boundary Infrastructure and the Diffusion of Cultural Innovations,” presented at the 2016 Association for Consumer Research conference, Berlin, Germany, October 28th. 

Dolbec, Pierre-Yann and Andre Maciel (2016), “Consumer-Driven Dynamics of Taste Convergence,” presented at the 2016 Consumer Culture Theory conference, Lille, France, July 7th. 

Dolbec, Pierre-Yann (2016), “Systemic Valuation Processes: The Role of Market Categories in Value Creation, or How EDM Became a US$6B Market,” presented at the 2016 American Marketing Association Conference, Las Vegas, NV. 

Dolbec, Pierre-Yann (2015), “From Consumer Creation to Mainstream Adoption: A Multi-Level Perspective on Cultural Category Creation,” presented at the 2015 Consumer Culture Theory Conference, Fayetteville, AK. 

Dolbec, Pierre-Yann (2015), “The Bit Generation: Consumer participation and Legitimacy in the Digital Age,” presented at the 2015 Consumer Culture Theory Conference, Fayetteville, AK. 

Dolbec, Pierre-Yann (2014), “The Dynamics of Taste: Niche Fields and the Evolution of Taste Regimes,” presented at the 2014 Association for Consumer Research, Baltimore: MD.

Castilhos, Rodrigo, Pierre-Yann Dolbec and Ela Veresiu (2014), “Conceptualizing the Space of Markets: How Spatiality Influences Market Dynamics,” presented at the 2014 Association for Consumer Research, Baltimore: MD. 

Dolbec, Pierre-Yann (2014), “How Does Taste Change? A Field-level Analysis of the Dynamics of Field-specific Cultural Capital,” presented at the 2014 Consumer Culture Theory Conference, Helsinki: Finland.

Dolbec, Pierre-Yann (2014), “How Do Global Aesthetic Markets Evolve? The Translation of Local Actors to Global Markets during Transcendent Events,” presented at the 2014 Consumer Culture Theory Conference, Helsinki: Finland.

Dolbec, Pierre-Yann (2013), “Consumption-Related Challenges and Consumers' Accumulation of Field-Specific Forms of Capital,” poster presentation at the 2013 Association for Consumer Research conference, Chicago: IL.

Smith, Andrew and Pierre-Yann Dolbec (2013), “Gamification and the Entrenchment of an Engagement Institutional Logic in the Emerging Institutional Field of Social Media,” poster presentation at the 2013 Association for Consumer Research conference, Chicago: IL. 

Dolbec Pierre-Yann and Eileen Fischer (2013), “Same Same, But Different: How the Imperfect Reproduction of Institutional Practices by Inter-Connected Consumers Changes the Online Fashion Market,” presented at the 2013 European Association for Consumer Research conference, Barcelona, July 6th.

Dolbec Pierre-Yann and Eileen Fischer (2013), “Re-fashioning a Field? The impact of micro-level changes on institutional practices and institutional work,” presented at the 2013 Consumer Culture Theory Conference, Tucson: AZ.

Dolbec, Pierre-Yann and Eileen Fischer (2012), “Tastemakers? Influential consumers in aestheticized product markets,” presented at the 2012 Association for Consumer Research conference, Vancouver: BC, October 6th.

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