Expertise:

Cultural markets, technological markets, taste, fashion, culture, innovation, changes in markets - The sneakers market and releases ("drops"), - Fashion, more precisely high fashion, streetwear and luxury streetwear - The coffee market and third wave coffee - The marketization of education - Platform-services (e.g., Uber, AirBnB) - The electric car market and Tesla - Influencers and social media marketing

Language(s) spoken:

English, French (able to conduct interviews in French)

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.

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