Gilles LAURENT
Distinguished Emeritus Professor
Marketing
Biography
Gilles Laurent is Distinguished Emeritus Professor of Marketing at HEC Paris.
From his Ph.D. graduation in 1978 until his retirement in 2012, he was Assistant Professor, then Associate Professor, then Professor at HEC Paris.
He is currently a Research Fellow at ESSEC Business School.
He graduated from HEC Grande École (1970) and holds an SM (1976) and a Ph.D. (1978) from the Massachusetts Institute of Technology.
His research focuses on Consumer Behavior, applying statistics to the analysis of marketing data. His current research analyzes how consumers read and encode prices. He also investigates senior consumers, in terms of brand loyalty, attitude certainty, and the ability to handle complex in-store computations. Another topic of interest is luxury, from the consumer’s viewpoint.
He has published articles in Management Science, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Marketing, Journal of Consumer Research, Marketing Science, Journal of the Academy of Marketing Science, Marketing Letters, and other journals. He has co-written three books.
He was Editor-in-Chief of the International Journal of Research in Marketing (1987-1989), and served as guest editor for special issues of that journal, Marketing Letters, and Recherche et Applications en Marketing. He was an Academic Trustee of the Marketing Science Institute (1996-2002), a Vice President Publications of the European Marketing Academy (1999-2005), and a Vice President of the French Marketing Association (1984-1986, 2006-2008).
He organized at HEC Paris several international conferences, including the Marketing Science Conference (1987) and the Invitational Choice Symposium (1998). In both cases, it was the first time they were organized outside North America. At HEC Paris, he has served as Associate Dean for the Ph.D. Program (1989-1991), as Associate Dean for Research (1993-1998), and as a member of the scientific committee of the Doctoral Program (1985-2007). He held the Carrefour Chair (2001-2006)
He received from the European Marketing Academy the title of EMAC Fellow (2002) and the EMAC Distinguished Marketing Scholar Award (2012). He served as Dean of EMAC Fellows (2010-2013). He received the Prix de la Fondation Jours de France (1983, with J.N. Kapferer) and was a member of the “Collège scientifique du Conseil pour me Développement des Humanités et des Science sociales » at the Ministère de l’Enseignement supérieur et de la Recherche (2009-2011). In 2020, he was awarded the title of Distinguished Emeritus Professor at HEC Paris.
Scientific articles
International Journal of Research in Marketing, 2 December 1995, vol. 12, n° 1, pp 55-56, (in coll. with E. Lapersonne, J.J. Le Goff)
Marketing Science, 1995, vol. 14, n° 3, pp 170-179, (in coll. with F. Roussel, J.-N. KAPFERER)
Marketing Letters, October 1994, vol. 5, n° 4, pp 395-412, (in coll. with R. Shoemaker, S. Neslin, J. Little, R. Leone, S. Hoch, A. Ehrenberg, G. Allenby, D. Wittinck, L. Lodish)
Recherche et Applications en Marketing, 1993, vol. 8, n° 4, pp 107-124, (in coll. with B. Dubois)
Recherche et Applications en Marketing, 1993, vol. 8, n° 4, pp 107-124, (in coll. with B. DUBOIS)
Psychology and Marketing, July-August 1993, vol. 10, n° 4, pp 347-355, (in coll. with J.-N. KAPFERER)
Recherche et Applications en Marketing, July 1992, vol. 7, n° 1, (in coll. with P. Grégory)
International Studies of Management and Organization, Fall 1991, vol. 21, n° 3, pp 3-10, (in coll. with G. AMADO, C. Faucheux)
Recherche et Applications en Marketing, 1986, n° 1, (in coll. with J.-N. KAPFERER)
ESIC Market, April-June 1986, n° 52, pp 109-121, (in coll. with J.-N. KAPFERER)
Books
Chapters in edited books
Proceedings
24th EMAC Conference, ESSEC, Cergy-Pontoise , 1995 (B. DUBOIS)
Asia Pacific Advances in Consumer Research , 1994 , 1 (B. DUBOIS)
Asia Pacific Advances in Consumer Research , 1994 (B. DUBOIS)
3rd ESOMAR International Automobile Marketing Conference , 1994 (J. Vessilier, E. Lapersonne)
Working papers
Scientific articles
Marketing Bulletin, 2005, vol. 16, (in coll. with S. Rudrapatna, C. Rungie, B. Brown)
Marketing Letters, 3 February 2005, vol. 16, n° 3-4, pp 429-441, (in coll. with C. Yoon, H. Fung, R. Gonzalez, A. Gutchess, I. Skurnik, R. Lambert-Pandraud, M. Mather, D. Park, E. Peters, T. Hedden)
Marketing Letters, April 2005, vol. 16, n° 2, pp 115-128, (in coll. with B. Dubois, S. CZELLAR)
Advances in Consumer Research, 2005, vol. 32, pp 447-448, (in coll. with Z. Kenesei, X. Drèze, M. VANHUELE)
Books
Chapters in edited books
Mastering Global Business, The Financial Times - FT Pitman Publishing, 236-237
L'École Des Managers De Demain, ouvrage collectif des professeurs du groupe HEC, Editions Economica
L'École Des Managers De Demain, ouvrage collectif des professeurs du Groupe HEC, Editions Economica
Encyclopédie De La Gestion, Vuibert, 2 , 596-612
Proceedings
24th EMAC Conference, ESSEC, Cergy-Pontoise , 1995 (B. DUBOIS)
Asia Pacific Advances in Consumer Research , 1994 , 1 (B. DUBOIS)
Asia Pacific Advances in Consumer Research , 1994 (B. DUBOIS)
3rd ESOMAR International Automobile Marketing Conference , 1994 (J. Vessilier, E. Lapersonne)
Working papers
Cahier de Recherche du Groupe HEC , 2002
Cahier de Recherche du Groupe HEC , 2001
Cahier de Recherche du Groupe HEC , 2001
Cahier de Recherche du Groupe HEC , 2000
Education
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Ph.D., MIT, Massachusetts Institute of Technology - USA
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S.M., MIT, Massachusetts Institute of Technology - USA
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Diplome Grande Ecole HEC Paris (Master Degree in Management), HEC Paris - France
Academic appointments
Academic Responsibilities at HEC
- 2020- Distinguished Emeritus Professor, Marketing HEC Paris
Scientific Activities
Membership in Academic or Professional Organisation
- Member, Advisory board of the Guide to Academic Journal Quality - Marketing (EAJG Scholarly Associations)
- Membre du College scientifique du Conseil pour le Developpement des Humanites et des Sciences Sociales
- Member, AFM, AMA, AEA, ACR, INFORMS, EMAC, AAAV, MRS, SCP, ASA, ASU
- 1996-2002 Academic Trustee of Marketing Science Institute
- Membre du Conseil Scientifique de l'IREP
- Vice-president de l'Association Francaise du Marketing (2006-2008)
Editorial activities
Conference organisation
Awards & honors
- 2012 EMAC Distinguished Marketing Scholar Award
- 2002 EMAC Fellow
- 2000 Prix 2000 de la Fondation HEC - Article Professeur, Mention speciale pour "A Situational Approach to Brand Loyalty", Advances in Consumer Research, 1999, vol. 26 (en coll. avec B. Dubois)
- 1983 Fondation Jours de France Prize for "La sensibilite aux marques : un nouveau concept pour gerer les marques",