Michèle Paulin, LLB, MBA, PhD
- Professor, Marketing
- Royal Bank of Canada Professorship in Strategic Relationship Marketing (2010-2020)
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Sign in to editResearch areas: Service marketing and management with a focus on societal impact using humanistic service design mindset and methods in various domain of expertises (e.g. sustainable start-up development, social media misuse, ecological circular economy(fashion))...
Contact information
Biography
Bibliography
I was always interested in setting creative and innovative trends (Royal Bank Professorship in Strategic Relationship Marketing, 2010-2020) and believe the next one will be on Humanistic-Centered Service Design (HCSD) (from a strategic relationship marketing perspective) and Business Technology Management (BTM) (encompassing systems that are community driven and sustainable-oriented). This means shifting the way we teach and think through a research problem having in mind the societal impact, and it starts with the art of the conversation that we have lost with being driven by machines and systems. It explains why I wrote the book Creating Your Future Through Powerful Conversation (2022) - Concordia Bookstore. The book is the result of a long teaching and research journey, a needed reflexion on making a pause: Are we making sense with our nonsense?
Areas of Expertise
- Business-to-business services from a relationship marketing strategic vision
- Strategic relationship marketing from a service-logic and humanistic perspective
- Service management and marketing from a humanistic service design.
- Sustainable service experience design exploring shift in behavioral systems (swapping, upcycling, re-use, education related to greenwashing, rosywashing, etc.)
Teaching Undergraduate and Graduate Levels
Service Marketing (Mark 451)
Business-to-Business Marketing: An Ecosystem Perspective (Mark 485)
Strategic Relationship Marketing (MSCA 671A)
Managerial Marketing: Issues and Impacts (ADMI 8301)
Research activities
Publications
Paulin, M. (2022). Create your future through powerful conversations, John Aylen Books, division of John Aylen Rédaction Ltée. ISBN: 978-1777381431. Available at Concordia Bookstore since Fall 2023.
Refereed Journal Articles
Armouch, F., M. Paulin & M. Laroche (2024). Is it Fashionable to swap clothes? The moderating role of culture. Journal of Consumer Behavior, 1-27. http://doi.org/10.1002/cb.2351. This article has been widely published within Concordia and outside Concordia through various media thanks to the UCC (University Communication Team and JMSB, Taylor Tower).
Ferguson, R.J., K. Schattke, M. Paulin & W. Dong (2024). Motivation in support of charitable causes: Assessing the complete continuum of self-determined theory regulations. Humanistic Management Journal. Published online April 15th, 2024. https://doi.org/10.1007/s41463-024-00171-1
Paulin, M. (2021). Après pandémie : l’importance de retrouver sa « compétence conversationnelle ». Métro, entrepreneuriat & The Conversation. 8 octobre.
https://journalmetro.com/entrepreneuriat/2708562/competence-conversationnelle/
Laroche, M., A. Heydari, M. Paulin & M.-O. Richard (2021). Hofstede's individual-level indulgence dimension: Scale development and validation. The Journal of Retailing and Consumer Services. 62 (September),
https://doi.org/10.1016/j.jretconser.2021.102640
Ferguson, R.J., K. Schattke & M. Paulin (2021). Persuasions by corporate and activist NGO strategic website communications: Impact on perceptions of sustainability messages and greenwashing. Humanistic Management Journal, 6, 117-131. 10.1007/s41463-019-00072-8.
Paulin, M., K. Schattke, Ronald J. Ferguson (2019). Framing of opposing corporate and activist NGO website communications: Impacts on perceptions of tripartite sustainability values and joining online networks. Universal Journal of Management, 7(1), 1-10. DOI: 10.13189/ujm,2019.070101.
Fewster, B., H. Brais, S. Gregory & M. Paulin (2019). Working together in Montreal to improve veterans’ well-being. Journal of Humanistic Psychology, 1-21. DOI: 10.1177/0022167819848245.
Schattke, K., R.J. Ferguson & M. Paulin (2018). Motivations to support charity-linked events after exposure to facebook appeals: Emotional cause identification and distinct self-determined regulations. Motivation Science, 4(4), 315-332.
Ferguson, R.J., K. Schattke, & M. Paulin (2016). The social context for value co-creations in an entrepreneurial network: Influence of interpersonal attraction, relational norms and partner trustworthiness. International Journal of Entrepreneurial Behavior & Research, 22(2), 199-214.
Salman, A., R.J. Ferguson, M. Paulin, & K. Schattke (2016). Gaining millennial women’s support for a fashion show: Influence of fashion experiences, gender identity and cause-related Facebook appeals. Journal of Global Fashion Marketing, 7(2), 132-146. DOI:10.1080/20932685.2015.1130592.
Kiani, I., M. Laroche & M. Paulin (2015). Development of market Mavenism traits: Antecedents and moderating effects of culture, gender, and personal beliefs. Journal of Business Research, 69(3), 1120-1129.
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. (Impact factor 2.22 five year, ranked 21/60 in social psychology).DOI: 10.1002/ejsp.2038.
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. (Impact factor 1.86, 1.22 for 5 years). DOI: 10.1108/JOSM-05-2013-0122. Received highly recommended award from JOSM for 2014.
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.
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.
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.DOI:10.1108/09564231011025100.
Paulin, M. & R.J. Ferguson (2010). Relational norms in interfirm exchanges: From transactional cost analysis to the service-dominant logic. Journal of Business-to-Business Marketing, 17(4), 1-41. DOI:10.1080/10517120903574615.
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. HealthMarketing 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.J., 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. InternationalJournal 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), 27-41.
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.
Peer-reviewed Conference Presentations
Ferguson, R.J., M. Paulin & K. Scattke (2017). Empirical evidence of decoupling in sustainability communications: The case of the Energy East Pipeline project.
Conference, Sustainability Across Disciplines, March 16-17th, Montreal, Canada.Paulin, M., R.J. Ferguson & K. Schattke (2016). Millennials’ perceptions of corporate good versus societal good as presented in online communications: A study of the controversial issues and greenwashing.
24th International Colloquium on Relationship Marketing (ICRM), September 6th-9th, Toulouse, France.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.
Ferguson, R.J., A. Salman, M. Paulin & K. Schattke (2015). Making nonprofit partnerships with businesses more effective: Importance of emphasizing the charitable cause in social media appeals.
European Academy of Management (EURAM), 17-20th June, Warsaw, Poland.Paulin, M., R.J. Ferguson, A. Salman & K. Schattke (2015). Emphasizing the cause in cause-related marketing? Gaining millennial women’s support for a fashion event through facebook appeals.
American Marketing Science (AMS) World Marketing Congress, July 14-18th, Bari, Italy.Jost, N., K. Schattke, R.J. Ferguson & M. Paulin (2014). Millennials social behaviors within a social media context – gender differences count.
74rd Annual Meeting of the Academy of Management (AOM), August 1-5th, Philadelphia, Pennsylvania, USA.Jost, N., M. Paulin, R.J. Ferguson & K. Schattke (2014). Gender differences among millennials with regard to the marketing of charitable causes through social media.
Waves and Winds of Strategic Leadership for Sustainable Competitiveness, The European Academy of Management (EURAM), June 4-7, Valencia, Spain.Paulin, M. R.J. Ferguson, N. Jost & K. Schattke (2014). Self-determination theory and its application in the autonomy supportive context of the Web 2.0.
Waves and Winds of Strategic Leadership for Sustainable Competitiveness, The European Academy of Management (EURAM), June 4-7, Valencia, Spain.Schattke, K., R.J. Ferguson & M. Paulin (2014). Why integrated regulation matters: An in-depth analysis of motivational regulations to support for charitable causes.
Society for the Study of Motivation (SSM), May, San Francisco, California.Ferguson, R.J., M. Paulin, N. Jost, K. Schattke & J-M Fallu (2013). Millennials, social media, moral identity & support for social causes: do gender differences count?
73rd Annual Meeting of the Academy of Management (AOM), August 9-13, Orlando, USA.Ferguson, R.J., M. Paulin, N. Jost & J-M Fallu (2013). Social network sites and marketing “with” millennials in support of social causes.
The Naples Forum on Service, Many-to-Many Marketing and Markets as Networks, June 19-21, Ischia, Italy.Gutberg, J., M. Paulin & R. Ferguson (2013). Millennials, charitable causes, and social media.
5th Annual Conference on Self-Determination Theory, June, Rochester, NY.Schattke, K., M. Paulin & R. Ferguson (2013). Why do people want to support charitable organizations? The interplay of other benefit-appeals, autonomous motivation, and controlled motivation.
6th Annual Meeting of the Society for the Study of Motivation (SSM), May, Washington (DC).Jost, N., J-M Fallu, M. Paulin & R.J. Ferguson (2012). Morality influences on generation Y support for the cause of youth homeless: the importance of gender differences.
Human Experience and Beyond, to Co-Creation, Twentieth International Colloquium Relationship Marketing (ICRM), September 24-27th, Nottingham, UK.Paulin, M., R.J. Ferguson & S. Ben Letaifa (2012). Relational norms and value co-creations in ecosystems: a service-dominant logic view.
Symposium on Strategic Management of Platforms and Ecosystems, The Informal Economy, The Academy of Management (AOM), Boston August 3-7, Boston, USA.Ferguson, R.J., M. Paulin, J-M Fallu & M. Gagné (2012). Social networking as an innovative process to foster prosocial behavior with Gen Y: Influence of autonomous motivation and other versus self-benefit Facebook appeals.
Social Innovation for Competitiveness, Organisational Performance and Human Excellence, The European Academy of Management (EURAM), June 6-8th, Rotterdam, Netherlands.Khadam, M., R.J. Ferguson, M. Paulin, M. Gagné & J-M Fallu (2011). Two faces of facebook: the influence of self versus other-benefit appeals of the prosocial behavioural intentions of generation Y (GENYS). The Future of Relationship Marketing: A Technologically Connected Global Social Network,
The 19th International Colloquium in Relationship Marketing (ICRM), Saunders College of Business, Rochester Institute of Technology, September 27-30th, Rochester, NY.Ben Letaifa, S. & M. Paulin (2011). How national culture impedes entrepreneurship: the case of the information and communications technology sector in Quebec.
The 7th Conference on Critical Management Studies (CMS), July 8-13th, Naples, Italy.Paulin, M., R.J. Ferguson & J-M Fallu (2011). Value co-creations in network partnerships: a service-dominant logic view.
The Naples Forum on Service, Service-Dominant Logic, Network & Systems Theory and Service Science, June 14-17th, Anacapri, Italy.Paulin, M., R.J. Ferguson & J-M Fallu (2010). Trustworthiness and value co-creation in interfirm relational exchanges.
The 18th International Colloquium in Relationship Marketing (ICRM), September 27-29th, Henley Business School, UK.Ben Letaifa, S. & M. Paulin (2010). Enhancing the relationships between banks and their stakeholders: how to bring back trust with small business customers.
Back to the Future, Hybrid Value Creation & Service-Dominant Logic, The 10th European Academy of Management (EURAM), May 19-22nd, Rome, Italy.Ben Letaifa, S. & M. Paulin (2010). Comparative analysis of information and communication technologies and the banking industry.
Back to the Future, Hybrid Value Creation & Service-Dominant Logic, The 10th European Academy of Management (EURAM), May 19-22nd, Rome, Italy.Paulin, M. & R.J. Ferguson (2010). Inter-firm relational exchanges and the service-dominant logic.
Back to the Future, Hybrid Value Creation & Service-Dominant Logic, The 10th European Academy of Management (EURAM), May 19-22nd, Rome, Italy.Ben Letaifa, S. & M. Paulin (2009). Incorporating marketing strategy and management: the umbrella of the ecosystem theory.
The 2009 EIASM Naples Forum on services: Service-Dominant Logic, Service Science, and Network Theory, June 17-21th, Anacapri, Italy.Ben Letaifa, S. & M. Paulin (2009). Une innovation sociale durable et éthique: proposition pour redonner confiance aux clients des banques commerciales.
Le 77ième Congrès de l'Association francophone pour le savoir (ACFAS), May 11-12th, Ottawa, Canada.Ben Letaifa, S. & M. Paulin (2009). Pourquoi et comment innover par le relationnel durable ? Transposer le modèle à succès de l’innovation ouverte des Technologies de l’information et des communications (TIC) au secteur financier.
Le 77ième Congrès de l'Association francophone pour le savoir (ACFAS), May 11-12th, Ottawa, Canada.Ferguson, R.J. & M. Paulin (2009). Relational governance in business-to-business exchanges: an analysis of twenty years of empirical evidence.
Conference proceedings The European Academy of Management (EURAM), May 11-14th, Liverpool, UK.Durif, F., M. Paulin & J. Bergeron (2008). The operationalization of Macneil’s relational norms in interfirm exchanges: A descriptive meta-analysis.
AMA Summer Marketing Educators’ Conference, August 8-11th, San Diego, USA.Book Chapters
Richard,M-O, M.R. Habibi, M. Laroche & M. Paulin (2016). Recent advances in online consumer-behavior. In Lee, editor Encyclopedia of E-Commerce Development, Implementation, and Management, IGI Global, 1706-1723.
Paulin, M. (2011). La relation client: hors service? In La revue gestion, Dossier Relation Client, 33 782-796 : 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, Ed. Sylvie St-Onge (HEC).
Paulin, M., R.J. Ferguson & E. Leiriao (2008).Loyalty and positive word-of-mouth: Patients and hospital personnel as advocates of a customer-centric health care organization. In Health Care Marketing Innovations:Constructing Customer Experiences to Achieve High Performance, HaworthPress.
Paulin, M., R.J. Ferguson & M. Payaud (2006). Service management effectiveness and organizational culture: A modification of the competing values model. In C.P. Rao (ed.), New Perspective Marketing Series, Marketing and Multicultural Diversity, Ashgate Publishing Limited, England, 191-199.
Ferguson,R.J., M. Paulin & C. Pigeassou (1999). Le marketing et le sport. Dans Les Sciences de la Performance à l’Aube du XXI e siècle, Dixièmes Entretiens du Centre Jacques-Cartier, P. Lanteri, A. Midol et I. Rogowski (eds.), 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 and J. Lemmink (Eds.), Managing Service Quality,Vol. II, University of Maastricht Press, Ch. 6, 79-96.
Participation activities
Research Seminars
Goodarzi, I., H. Shirdastian, M. Laroche, & M. Paulin (2025). “Talk to Me, Don’t Scroll”: Voice-Based AI Interventions to Curb Social Media Overuse. The Americas Conference on Information Systems (AMCIS) TREO Talks, Montreal (Quebec), August 14-16.
Goodarzi, I., H. Shirdastian, M. Laroche, & M. Paulin (2025). Voice-Based AI interventions to mitigate social media overuse, Completed Research Paper or Emergent Research Forum (ERF) Paper, Thirty-first Americas conference on Information Systems (AMCIS), Montreal, August 14-16.
Goodarzi, I. H. Shirdastian, M. Laroche, & M. Paulin (2025). Does AI outperform humans? An empirical study of social media addiction notifications, Human and smart marketing: understanding and enhancing our future, The European Marketing Academy Conference (EMAC), May 25-30, Pozuelo (Madrid), Spain
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Goodarzi, I., H. Shirdastian, M. Laroche, & M. Paulin (2025). AI Solutions for Social Media Addiction: Mitigating Digital Overuse, 2025 ASAC Conference, Montreal.
Nehme, D., Z. Arsel & M. Paulin (2022). The power of transmedia storytelling through comics. 2022 Winter AMA Conference. Poster accepted.
Paulin, M. & R.J. Ferguson (2017). Conceptual advancement in relationship marketing by design thinking: A pedagogical example of service experience design. 25th International Colloquium on Relationship Marketing (ICRM), September 13th-14th. Invited to present 45 minutes closing the conference of ICRM 25th anniversary.
Ferguson, R.J., M. Paulin & K. Schattke (2017). Empirical evidence of decoupling in sustainability communications: The case of the Energy East Pipeline Project. Conference, Sustainability across disciplines, March 16-17th, Montreal, Canada.
Paulin, M., R.J. Ferguson & K. Schattke (2016). Millennials’ perceptions of corporate good versus societal good as presented in online communications: A study of the controversial issues and greenwashing. 24th International Colloquium on Relationship Marketing (ICRM), September 6th-9th, Toulouse, France.
Hilali, A., M. Paulin & M. Laroche (2016). Reciprocity in an actor-to-actor (A2A) relationship: An antecedent to customer loyalty. 19th Academy of Marketing Science (AMS) World Marketing Congress, May 18-21, Lake Buena Vista, Florida.
Schattke, K., R.J. Ferguson & M. Paulin (2016). Greenwashing: social motivation for supporting dirty companies. Invited talk at the 5th Munich Symposium on Motivation (MSM), May, Grainau/Garmisch-Partenkirchen, Germany.
Schattke, K., M. Paulin & R.J. Ferguson (2016). Millennial’s perception of greenwashing before and after exposure to corporate and societal websites about the Energy East pipeline. Paper presented at the 21st Conference of the International Academy of Management and Business, May, Montreal, Canada.
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.
Ferguson, R.J., A. Salman, M. Paulin & K. Schattke (2015). Making nonprofit partnerships with businesses more effective: Importance of emphasizing the charitable cause in social media appeals. European Academy of Management (EURAM), 17-20th June, Warsaw, Poland.
Paulin, M., R.J. Ferguson, A. Salman & K. Schattke (2015). Emphasizing the cause in cause-related marketing? Gaining millennial women’s support for a fashion event through Facebook appeals. American Marketing Science (AMS) World Marketing Congress, July 14-18th, Bari, Italy.
Jost, N., K. Schattke, R.J. Ferguson & M. Paulin (2014). Millennials social behaviors within a social media context – gender differences count. 74 Annual Meeting of the Academy of Management (AOM), August 1-5th, Philadelphia, Pennsylvania, USA.
Jost, N., M. Paulin R.J. Ferguson & K. Schattke (2014). Gender differences among millennials with regard to the marketing of charitable causes through social media. Waves and Winds of Strategic Leadership for Sustainable Competitiveness, The European Academy of Management (EURAM), June 4-7, Valencia, Spain.
Paulin, M. R.J. Ferguson, N. Jost & K. Schattke (2014). Self-determination theory and its application in the autonomy supportive context of the Web 2.0. Waves and Winds of Strategic Leadership for Sustainable Competitiveness, The European Academy of Management (EURAM), June 4-7, Valencia, Spain.
Schattke, K., R.J. Ferguson & M. Paulin (2014). Why integrated regulation matters: An in-depth analysis of motivational regulations to support for charitable causes. Society for the Study of Motivation (SSM), May, San Francisco, California.
Symposiums & Workshops
ESG-UQÀM (2014), “Perspective interdisciplinaire des écosystemes d’affaires: vers une méta-théorie en sciences de la gestion?”, Dr. S. Ben Letaifa (ESG-UQÀM, Canada) in collaboration with Drs. P. Beaulieu (ESG-UQÀM, Canada), T. Hafsi (HEC, Canada), T. Isckia & D. Lescop (Telecom, École de Management, France), M. Paulin (Concordia, JMSB, Canada) & J. Reynoso (Egade Business School, Mexico), May 5th.
AOM Symposium on Strategic Management of Platforms of Ecosystems (2012), Organized by Dr. Ben Letaifa, G. Dagnino, M. Farashahi, R.J. Ferguson, A. Gawer, T. Hafsi, M. Paulin, August 3rd -7th, Boston, USA.
JMSB (2011), Within the RBC Professorship Strategic Relationship Marketing mandate, hosting and organizing the Academic Workshop, October 20th (JMSB, Concordia University).
“The service-dominant logic: an evolution or revolution in marketing theory and practice?” Guest Speakers: Robert Lusch, Professor, James and Pamela Muzzy Chair in Entrepreneurship McGuire Center for Entrepreneurship Executive Director, The University of Arizona & Stephen L. Vargo, Professor of Marketing, Shidler College Distinguished Professor, University of Hawaii with Montreal-expert panellists: Jean-Charles Chebat, Chevalier de l’Ordre National du Québec, Professeur titulaire, Chaire de recherche ECSC, HEC Montreal; Thomas Dotzel, assistant Professor, Desautels Faculty of Management, McGill University; R.J. Ferguson, professor, Management, John Molson School of Business, Concordia University; J. Le Bel, associate professor, Marketing, John Molson School of Business, Concordia University; R. Michon, associate professor, Marketing, Ted Rogers School of Management, Ryerson University, M. Paulin, RBC Professorship in Strategic Relationship Marketing, professor, Marketing, John Molson School of Business, Concordia University, & R. Toffoli, Director, Marketing Communications Studies, professor, Marketing, École des Sciences de la Gestion, Université du Québec à Montréal.
JMSB (2001), Hosting of the 9th International Relationship Marketing Colloquium in Montreal September 24-26th, JMSB, Concordia University.
The Colloquium was composed of a small number of academics around the world and presented papers on key issues with regards to: Viability of the Relationship Marketing Paradigm, People, Technology and Relationship Marketing, Networks, interactions and relationships, The Transactional-Relational continuum, Management concepts and Relationship Marketing, Return on Relationships.