Assistant professor, Marketing
Concordia University Research Chair in Complexity and Markets
Fall 2020: I am accepting students for supervision interested in pursuing projects using qualitative methods (e.g., ethnography and netnography, interviews, archival data analysis, automated content analysis).
I research how complex markets change. 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.
I graduated from the Schulich School of Business in 2016, under the supervision of Robert V. Kozinets, with Eileen Fischer and Markus Giesler as committee members. My thesis subject was on the emergence of EDM in North America. My research has been published at the Journal of Retailing, the Journal of Consumer Research, and Marketing Theory, where it has received distinctions such as most cited and most downloaded papers. 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, where I have been awarded prizes for best special session and best paper. I have been talking to the press lately to inform the transformations brought about by the coronavirus COVID-19.
I have received more than 700 000$ 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 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 where I am responsible for the digital marketing undergraduate course.
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.
Nicole Gorman, MSc, John Molson School of Business – Concordia University
Refereed journal articles
- 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
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.
Refereed conference proceedings
Kruidener, Stijn, Alex Bitektine, and Pierre-Yann Dolbec (2019), “Temporary Institutions: The Evolution of Beer Regulations in Brazil Before, During, and After the 2014 FIFA World Cup,” European Interntional Business Academy Conference, December 14th. Presented by Alex Bitektine.
Dolbec, Pierre-Yann (2018), “Objects and the Diffusion of Innovation,” presented at the American Marketing Association, San Diego, February 25th.