Assistant professor, Marketing
Concordia University Research Chair in Complexity and Markets
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.
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.
Funding, honours and awards
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)
FQRSC Nouveaux Chercheurs (2017-2019)
CUSRA undergraduate research award (with Kevin Liu)
OVPRGS seed Grant
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)
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)
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
- Featured in JCR Research Curation "The Psychology of Innovation", July 2016
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
Dolbec, Pierre-Yann (2018), “Objects and the Diffusion of Innovation,” presented at the American Marketing Association, San Diego, February 25th.