Pierre-Yann Dolbec
- Associate professor, Marketing
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Biography
We face complexity when there is no clear guideline for action. Today’s world is characterized by complexity. Diverging political interests, technological disruptions, and societal upheavals have created competing and divisive expectations about what we should be doing in our personal lives and in society.
In my work, I tackle big questions to understand the complexity of markets and how people and organizations manage it.
For example, I answer questions such as how are public organizations responding to market pressures, how can organizations contribute to society while satisfying shareholder interests, and how are consumers reshaping markets.
My current research projects examine markets for coffee, tattoos, sneakers, fashion, music, transportation, microdosing, and education, as well as social projects in Africa, South America, and South East Asia. Based on my students' theses, I also am looking at digital influence and online influencers, and the acculturation of wealthy consumers.
My research has been published at the Journal of Retailing, Journal of Consumer Research, Journal of Marketing Research, and Journal of Marketing, where it has received distinctions such as most cited and most downloaded papers. It has been presented at the World Economic Forum, and the Association for Consumer Research, European Association for Consumer Research, Consumer Culture Theory, and American Marketing Association conferences. It has also been featured in media such as the National Post, Channel News Asia, CTV News, Global TV, CBC & Radio-Canada, Journal de Montreal, Les Affaires, and Le Devoir.
I have received more than 750 000$ in funding from varied funding sources, such as the Social Science and Humanities Research Council and the Fonds Société et Culture.
I am on the editorial review board of Journal of Consumer Research, Journal of Consumer Psychology, Journal of Advertising Research, and Recherche Appliquée en Marketing (RAM). I am also a mentor at academic conferences, a supervisor and committee member for master and doctoral students, and an instructor at JMSB.
Teaching activities
At the master's level, I am the instructor for MSCA668 'Innovation and Marketing.'
Teaching material published
Dolbec, Pierre-Yann (2021). Digital Marketing Strategy, open source textbook, Concordia University.
Chattopadhyay, Amitava, Pierre-Yann Dolbec, Rajesh Nanarpuzha, and Jean Wee (2020). "The AAK Kolo Nafaso Programme: Securing an Alternative Shea Supply Chain," INSEAD Case Studies.
Publications
Refereed journal articles
Dolbec, Pierre-Yann, Rodrigo Castilhos, Marcelo J. Fonseca, Guilherme Trez (2022), ".How Established Organizations Combine Logics to Reconfigure Resources and Adapt to Marketization: A Case Study on Brazilian Religious Schools," Journal of Marketing Research, 59 (1), 118-135.
Pierre-Yann Dolbec, Eileen Fischer, and Robin Canniford (2021). "Something Old, Something New: Enabled Theory Building in Qualitative Marketing Research," Marketing Theory, 21 (4), 443-461
Castilhos, Rodrigo and Pierre-Yann Dolbec (2018). "Conceptualizing Spatial Types: Characteristics, Transitions, and Research Avenues," Marketing Theory, 18 (2), 154-168.
- One of six "Highly cited" articles at the Journal of Consumer Research for 2016
- As of 2020, second most cited paper at the Journal of Consumer Research for research published in 2015
- Featured in JCR Research Curation "The Psychology of Innovation", July 2016
- As of 2020, third most cited paper at the Journal of Retailing for research published in 2013
Book chapters
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.