Michèle Paulin, LLB, MBA, PhD
Royal Bank of Canada Professorship in Strategic Relationship, Marketing
Dr. Paulin’s focuses in linking Strategic Relationship Marketing in theory, research-education and practice; “Evolution or Revolution of Marketing in B2B, B2C and B2Community”. Her research and teaching relate to Paradigms from the European Nordic School of Networks and Relationships and the emerging Service-Dominant logic: from conventional single-firm perspective towards commitment to multi-party collaborative processes where “service” is the fundamental basis of all exchanges and the source of mutual value creation, whether achieved directly through intangible services (plural) or indirectly conveyed through physical products.
Dr. Paulin has won the 2013 JMSB Teaching Award. She teaches Service Marketing, Business-to-Business Marketing, Relationship Marketing at the undergraduate and graduate level. She supervises graduate students interested in inter-disciplinary research exploring models where performance is viewed as interactive, collaborative and relational. Research interests: ethical service value systems and exchanges, customer focus strategy incorporating people, aesthetic-architecture systems and processes with an ecological balance; “customer focus” organizational behavior and relationships, service management concepts in B2B, B2C and B2Community; long-term inter-firm performance; community development in social marketing; dialog and concrete actions through social media, mass-customization and other means; Millennials as future “community actors”. Her research portfolio includes international studies with “real subjects” in different services networks: banking, health care, hospitality, biotech and venture capitalists (Canada, Mexico, USA, France, Germany and Tunisia).
Dr. Paulin published in the: European Journal of Social Psychology, Journal of Nonprofit and Public Sector Marketing, Journal of Business-to-Business Marketing, Journal of Service Management, Journal of the Academy of Marketing Science, Journal of Business Research, Health Marketing Quarterly, Journal of Small Business Enterprises, Quality Management in Services, European Journal of Marketing, International Journal of Service Industry Management, International Journal of Bank Marketing, Managing Service Quality, Revue Gestion and others. She presented papers at the: American Marketing Association Conferences, International Research Seminar in Service Management, International Customer Relationship Management, Naples Forum on Service, European Institute for Advanced Studies in Management, Industrial Purchasing and Marketing Conference on business-to-business services, Academy of Marketing Science, European Marketing Academy and European Academy of Management. Her team won the best paper track award at the AMA Conference (2008).
Dr. Paulin has hosted October 20th 2011, The Service-Dominant Logic: An Evolution Or Revolution In Marketing Theory And Practice? A One-Day Workshop With Dr. Stephen Vargo and Dr. Robert Lusch and a Four-University Panel of Montreal Marketing-Management Scholar Dr. J.-C. Chebat (HEC), Dr. T. Dotzel (McGill), Dr. Roy Toffoli (UQÀM), Dr. Richard Michon (Ryerson), Dr. R.J. Ferguson and Dr. Le Bel (JMSB) followed by a business seminar addressed to top executives in Montreal. Dr. Paulin co-chaired “Service Innovation”, 5th European Academy of Management (EURAM); co-organized the 9th International Colloquium in Relationship Marketing (ICRM). ICRM is held in prestigious universities (History of the Colloquium). Following ICRM, the International Business Seminar on Effective Relationship Management brought together the best innovative concepts and practices in the Relationship Marketing and Service Management (BB&T banks, Shouldice Hospital, Le Cirque du Soleil) and speakers (Dr. Schneider, Dr. Spekman, Dr. Gummesson and Dr. Piller).
Dr. Paulin was awarded research grants: Fonds Québécois de la Recherche sur la Société et la Culture (FQRSC); Fonds pour la Formation de Chercheurs et l'Aide à la Recherche (FCAR) and the RBC Professorship, Strategic Relationship Marketing (2010-2015; 2015-2020). She also won several internal research grant (e.g. CASA, ARRE) with her graduate students including Luc Beauregard Centre of Excellence in Communications Research, PR & Ethics. In addition to more than 50 publications and scientific presentations, grants and graduate student supervisions, Dr. Paulin has developed new venues for international research and student supervision with a broad perspective (North American, European and North African) to enhance education and research output with business and international research communities: (2000-2008) International visiting professor group with Dr. Reichwald at the Technische Universität München (TUM) (Munich, Germany) (2000-2008); Prof. Dr. Frank Piller, Chair for Technology and Innovation and Management at RWTH (Aachen) and MIT visiting professor, Mass Customization (2009-); Professor Dr. Kathrin Möslein (University Erlangen), and; Dr. Bahia Bejar (ENIT University, Département de Génie Industriel, Tunis) (2007-2013).
Areas of Expertise
- Business-to-business services
- Strategic relationship marketing
- Service management and marketing
Teaching Undergraduate and Graduate Levels
B2B: An ecosystem perspective
Business-to-Business has shifted to Business-with-Business and towards Business-for-Business: Directed to future decision makers, entrepreneurs, not-for-profit orpublic organization managers who will work in very complex networks and want to integrate innovation and creativity as part of their fundamental way of thinking. This course focuses on facilitating innovation in the inter-and intra-organizational co-business/network in order to achieve effective co-value propositions and actualization among actors involved in bilateral or multilateral exchanges. The course is intended to challenge future decision makers and push them towards “out-of-the box” thinking. They will see how inter-relations can influence the future of their organization and why organizations have to re-invent “business-to-business” towards co-innovation, co-entrepreneurial, co-intrapreneurial spirit of “co-business/organization network”.
Relationship marketing strategy
Relationship marketing strategy (RMS) is more than a relationship with "customers". The research component of RMS is to first understand the context and its complexity and zoom on interdisciplinary and multidisciplinary perspectives, definitions, methodologies, measures that will allow a better understanding not only from a "business" short-term economic perspective but for the well-being of the community. It can be further enhanced when looking at a specific context (business, culture, group of stakeholders). More on the Royal Bank of Canada, Professorship in Strategic Relationship Marketing.
RMS, for business and decision makers for profit and community organizations, is to first learn to think "out-of-the box" from the micro level to the mezzo, macro and mega levels. The process begins at the micro in understanding how to develop a customer-focus approach (Service Marketing & Service Management). At the mezzo, macro and mega levels, we look at the complexity of the connections taking into account the whole network (business and communities). Expanding from the B2B ecosystem perspective, one must see the network as an evolutive dynamic morphology that must be monitored at the mega (G2B, B2Government, C2Government, G2Communities), macro (B2B where some organizations operate at a global level while other organizations cannot control macro contexts), mezzo (B2B context where one can shift business innovation, creativity, partnership) and micro (Customer2Business, Customer2Customer, etc.) expanding the view from "very short-term benefits" to "potential long-term costs" where the business, the community and the stakeholders will pay for their "poor myopic views"!
The performance of an RMS can be seen from different lenses - control, power, structure or from a Return on: Knowledge enhancement; Respect of culture and community; Reputation; Credibility; Trustworthy future developments; Innovation and breakthroughs, Design and Aesthetics, Ecology, etc.. "Intangible assets" remain often neglected in the "profit" equation where "standardized" commodities are favored because "more efficient" and thus, RMS is only viewed as a commodity as well. Feedback is essential in a RSM approach to innovate and demonstrate
The performance of an RMS can be seen from different lenses - control, power, structure or from a Return on: Knowledge enhancement; Respect of culture and community; Reputation; Credibility; Trustworthy future developments; Innovation and breakthroughs, Design and Aesthetics, Ecology, etc.. "Intangible assets" remain often neglected in the "profit" equation where "standardized" commodities are favored because "more efficient" and thus, RMS is only viewed as a commodity as well. Feedback is essential in a RSM approach to innovate and demonstrate"care and engagement" through coherent and concrete actions.
Strategic Relationship Marketing is a fundamental aspect of the Service-Dominant Logic (SDL). It is a mindset or lens for observing the social and economic phenomena of exchange. SDL represents a shift from marketing’s conventional single-firm perspective or “Goods-Dominant” logic focusing on tangible products and short-term transactions. SDL is grounded in commitment to multi-party collaborative processes where “service” (singular) is the fundamental basis of all exchanges and the source of mutual value creation, whether achieved directly through intangible services (plural) or indirectly conveyed through physical products. Service is defined as the application of specialized competences (knowledge, skills and technology) through deeds, processes, and performances to co-create value for another entity and the identity itself). Most importantly, for strategic relationship marketing, this reciprocal provision of “service-for-service” dictates that all exchanges are “inherently interactional, collaborative and relational”. Exchanges incorporate actors and links within all networks private/public spheres. SRM compose with current societal issues (e.g. artistic, ecological, social) and is embedded in an ethical moral behaviour philosophical perspective.
Refereed Journal Articles
Ferguson, R.J., J. Gutberg, K. Schattke, M. Paulin & N. Jost (2015). Self-determination theory, social media and support for charitable causes: An in-depth analysis of autonomous motivation. European Journal of Social Psychology’s Special section, Putting the Social (Psychology) into Social Media, 45 (3), 298-307. DOI: 10.1002/ejsp.2038.
Paulin, M., R.J. Ferguson, K. Schattke & N. Jost (2014). Millennials, social media, prosocial emotions and charitable causes: the paradox of gender differences! Journal of Nonprofit & Public Sector Marketing. Special issue Emotions in prosocial decision-making, 26 (4), 335-353. DOI: 10.1080/10495142.2014.965069.
Paulin, M., R.J. Ferguson, N. Jost & J-M Fallu (2014). Motivating millennials to engage in charitable causes through social media. Journal of Service Management, 25 (3), 334-348. Received Highly Recommended Award from JOSM in 2014. DOI: 10.1108/JOSM-05-2013-0122.
Ben Letaifa, S. & M. Paulin (2011). Et si les banques agissaient comme catalyseur de l’innovation sociale et levier de développement des PME. La Revue Gestion, Dossier Relation avec les Communautés, 36 (2), Summer, 79-88.
Paulin, M. & R.J Ferguson (2010). Relational governance in interfirm exchanges: From transactional cost analysis to the service-dominant logic. Journal of Business-to-Business, 17 (4), 1-41.
Ferguson, R.J., M. Paulin & J. Bergeron (2010). Customer sociability and the total service experience: Antecedents of positive word-of-mouth intentions. Journal of Service Management, 21 (1), 25-44.
Paulin, M. (2009). La relation client: Hors service? Revue Gestion, Dossier Relation Client, 33 (4), 41-47.
Ferguson, R.J., M. Paulin & E. Leiriao (2006). Loyalty and positive word-of-mouth: Patients and hospital personnel as advocates of a customer-centric health care organization. Health Marketing Quarterly, 23 (3), 59-78.
Paulin, M., R.J. Ferguson & J. Bergeron (2006). Service climate and organizational commitment: The importance of customer linkages. Journal of Business Research, 59, 906-915.
Ferguson, R., M. Paulin & J. Bergeron (2005). Contractual governance, relational governance and the performance of interfirm service exchanges: The influence of boundary-spanner closeness. Journal of the Academy of Marketing Science, 33 (2), 217-234.
Ferguson, R.J., M. Paulin, C. Mueller & K. Moeslein (2005). Relational governance, communication and the performance of biotechnology partnerships. Journal of Small Business and Enterprise Development, 12 (3), 395-408.
Paulin, M., R.J. Ferguson & M. Payaud (2000). Effectiveness of relational and transactional cultures in commercial banking: putting client-value into the competing values model. International Journal of Bank Marketing, 18 (7), 328-337.
Paulin, M., R.J. Ferguson & M. Payaud (2000). Business effectiveness and professional service personnel: Relational or transactional managers? The European Journal of Marketing, 34 (3/4), 453-471.
Bahia, K., M. Paulin & J. Perrien (2000). Reconciling literature about client satisfaction and perceived service quality. Journal of Professional Services Marketing, 21 (2).
Paulin, M., R.J. Ferguson & A-M Alvarez Salazar (1999). External effectiveness of service management: A study of business-to-business relationships in Mexico, Canada and the United States. International Journal of Service Industry Management, 10 (5), 409-429.
Ferguson, R.J., M. Paulin, C. Pigeassou & R. Gauduchon (1999). Assessing service management effectiveness in a health resort: Implications of technical and functional quality. Managing Service Quality, 9 (1), 58-65.
Paulin, M., J. Perrien, R.J. Ferguson, A-M Alvarez Salazar & M.L. Seruya (1998). Relational norms and client retention: External effectiveness of commercial banking in Canada and Mexico. International Journal of Bank Marketing, 16 (1), 24-31.
Paulin, M., J. Perrien & R.J. Ferguson (1997). Relational contract norms and the effectiveness of commercial banking relationships. International Journal of Service Industry Management, 8 (5), 435-452.
Richard, M-O,M.R. Habibi, M. Laroche & M. Paulin (2016), “Recent advances in online consumer-behavior”,In Lee, editor Encyclopedia of E-CommerceDevelopment, Implementation, and Management, IGI Global (Forthcoming).
Paulin, M., “La relation client: hors service?” (2011), dans Sylvie St-Onge HEC (ed.), « Prôner une performance au travail respectueuse de l’éthique et de la relation client », Gestion de la performance au travail : Défis et tendances (2011), Collection Gestion et Savoirs, Ch. 33, 782-796.
Ferguson, R.J., M. Paulin & C. Pigeassou (1999), “Le marketing et le sport”, dans P. Lanteri, A. Midol & I. Rogowski (eds.), Les Sciences de la Performance à l’Aube du XXI ième siècle, Dixièmes Entretiens du Centre Jacques-Cartier, Thème 1 Éthique, Sport et Société au XX1ième Siècle, 69-78.
Paulin, M. & J. Perrien (1996), “Measurement of service quality: the effect of contextuality”, In P. Kunst & J. Lemmink (eds.), Managing Service Quality, Vol. II, University of Maastricht Press, Ch. 6, 79-96.
Peer-reviewed Conference Presentations
Ferguson, R.J., A. Salman, M. Paulin & K. Schattke (2015). Engaging millennial women to support a fashion event through social media: How important is the cause in cause-related marketing? 44th European Marketing Academic Conference (EMAC), May 26-29th, Leuven, Belgium.
Paulin, M. & R.F. Ferguson (2016). Millennial’s perception of greenwashing: social media and the Energy East Pipeline. The David O’Brien Centre for Sustainable Enterprise at the John Molson School of Business (Canada, Montreal).
Paulin, M. & R.F. Ferguson (2016). Millennial’s Degree of Support and Perception of Greenwashing after Exposure to Corporate and Societal Websites about the “Energy East” Oil Pipeline Project. Technology and Innovations Management RWTH-PhD & MSc seminar (Germany, Aachen).
Ferguson, R.J. & M. Paulin (2015). The fundamental review of service marketing and management: Co-design the service experience with stakeholders and customers. Technology and Innovations Management RWTH-MSc seminar (Germany, Aachen).
Ferguson, R.J., M. Paulin & N. Jost (2012). Millennials, social network and cause marketing: self-other benefit appeals, autonomous motivation and identity. Technology and Innovations Management RWTH-PhD seminar (Germany, Aachen).
Ferguson, R.J. & M. Paulin (2011). Antecedents of GENYS prosocial behaviour in a context of social media. Technology and Innovations Management RWTH-PhD seminar (Germany, Aachen).
Paulin, M. (2010). Value co-creation and inter-firm relational exchanges: importance of diverse trustworthiness assessments in biotechnology partnerships. PhD-MSc Seminar, Départementde Génie Industriel, ENIT (Tunisia, Tunis).
Paulin, M. (2010). How to link the service-dominantlogic to different research application taking into consideration the national culture. PhD-MSc Seminar, Département de Génie Industriel, ENIT (Tunisia, Tunis).
Paulin, M. (2009). The limit of the goods dominant logic in the Tunisian tourism services: how to develop a service oriented strategy? PhD-MSc Seminar, Département de Génie Industriel, ENIT (Tunisia, Tunis).
Paulin, M. (2009). New developments on service marketing and management: service dominant-logic, relational social exchange theory and ecosystems. PhD-MSc Seminar, Département de Génie Industriel, ENIT (Tunisia, Tunis).
Paulin, M. (2007). How relationship governance in business-to-business exchanges leads to longer-term business performance? PhD-MSc Seminar, Département de Génie Industriel, ENIT (Tunisia, Tunis).
Paulin, M. (2007). Relationship marketing: impact on business performance. MSc Seminar, Technische Universität of Munchen (TUM) (Germany, Munich).
Paulin, M. (2007). New developments on customer centric research in the hospitality industry. PhD-MSc Seminar, Département de Génie Industriel, ENIT (Tunisia, Tunis).
Paulin, M. & J-C Chebat (2006). New research interests and results in service marketing. Ph.D. seminar within the Research Chair of the ECSC, HEC (Canada, Montreal).
Paulin, M. (2006). Challenges facing organizations in a business-to-business services global market environment. MSc Seminar, Technische Universität of Munchen (TUM)(Germany, Munich).
Paulin, M. (2005). Are we really considering customers at the center of our business strategy? MSc seminar, Technische Universität of Munchen (TUM) (Germany, Munich).
Paulin, M. (2004). Seminar on RET-TCA theory and practices. MSc seminar, Technische Universität of Munchen (TUM) (Germany, Munich).
Paulin, M. (2002). The notion of customer-perceived value: business-to-business to customers. MSc seminar, Technische Universität of Munchen (TUM) (Germany, Munich).
Paulin, M. (2000). B2B: the importance of service leadership. Technische Universität of Munchen (TUM) (Germany, Munich).