Faculty & Research Faculty & Research
HEC Paris is one of the world’s top research schools in economics and management. Our faculty push the boundaries of knowledge by producing the highest quality research. They aim to have an impact on pedagogy, management practices, public policies and society at large.
Research conducted at HEC Paris comprises both disciplinary and cross-disciplinary work, with a unique combination of scientific excellence and business relevance.
Marketing Research Seminar
Zoom link: https://hec-fr.zoom.us/j/93361239228
Speaker:
Rajesh Chandy
Professor of Marketing - London Business School (UK)
Title:
Can Selling Make You More Resilient? Experimental Evidence from India
- Iris Steenkamp - Assistant Professor, Bocconi University
- Gaurav Mehta - CEO, Dharma Life, Noida, New Delhi, India
- Rajesh Chandy - Professor of Marketing and Tony and Maureen Wheeler Chair in Entrepreneurship, London Business School,
- Om Narasimhan - Professor of Management, London School of Economics.
Abstract:
Communities all over the world frequently confront sudden, disruptive challenges
that underscore the importance of resilience, i.e., the capacity to recover from hardships.
In response, numerous programs have been deployed by governments, NGOs,
and businesses to offer aid to the most vulnerable. Nonetheless, the uptake of such
programs by those eligible, particularly among the disadvantaged, remains strikingly
low.
Our research, conducted through a randomized controlled trial with 1,048 women in
rural India during the COVID-19 pandemic, investigates a marketing-driven approach
to enhancing resilience and encouraging greater engagement with relief programs. We
highlight the potential role of marketing employment (specifically, sales employment)
as a means to improve personal resilience among individuals during periods of crisis.
Specifically, we show that sales jobs can yield increases in personal connections with
informed and influential individuals. Such connections in turn increase economic and
psychological resilience by improving access to support programs. Importantly, the
positive impact of sales jobs on resilience is particularly large among those from the
most marginalized communities.
This investigation offers a novel perspective on the causal relationship between marketing
employment and resilience. It emphasizes the unique potential of marketing roles
to catalyze personal growth and societal engagement, suggesting that those engaged in
specific marketing roles in their professional lives may experience substantial benefits
that permeate into and enhance their personal lives.
Marketing Research Seminar
Zoom link: https://hec-fr.zoom.us/j/93361239228
Speaker:
Rajesh Chandy
Professor of Marketing - London Business School (UK)
Title:
Can Selling Make You More Resilient? Experimental Evidence from India
- Iris Steenkamp - Assistant Professor, Bocconi University
- Gaurav Mehta - CEO, Dharma Life, Noida, New Delhi, India
- Rajesh Chandy - Professor of Marketing and Tony and Maureen Wheeler Chair in Entrepreneurship, London Business School,
- Om Narasimhan - Professor of Management, London School of Economics.
Abstract:
Communities all over the world frequently confront sudden, disruptive challenges
that underscore the importance of resilience, i.e., the capacity to recover from hardships.
In response, numerous programs have been deployed by governments, NGOs,
and businesses to offer aid to the most vulnerable. Nonetheless, the uptake of such
programs by those eligible, particularly among the disadvantaged, remains strikingly
low.
Our research, conducted through a randomized controlled trial with 1,048 women in
rural India during the COVID-19 pandemic, investigates a marketing-driven approach
to enhancing resilience and encouraging greater engagement with relief programs. We
highlight the potential role of marketing employment (specifically, sales employment)
as a means to improve personal resilience among individuals during periods of crisis.
Specifically, we show that sales jobs can yield increases in personal connections with
informed and influential individuals. Such connections in turn increase economic and
psychological resilience by improving access to support programs. Importantly, the
positive impact of sales jobs on resilience is particularly large among those from the
most marginalized communities.
This investigation offers a novel perspective on the causal relationship between marketing
employment and resilience. It emphasizes the unique potential of marketing roles
to catalyze personal growth and societal engagement, suggesting that those engaged in
specific marketing roles in their professional lives may experience substantial benefits
that permeate into and enhance their personal lives.
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