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
ESIC Market, April-June 1986, n° 52, pp 109-121, (in coll. with J.-N. KAPFERER)
Journal of Marketing Research, February 1985, n° 22, pp 41-53, (in coll. with J.-N. KAPFERER)
Journal of Advertising Research, December-January 1985, vol. 25, n° 6, pp 48-56, (in coll. with J.-N. KAPFERER)
Annales de Médecine Interne, 1985, vol. 5, n° 136, pp 419-22,
Advances in Consumer Research, 1985, (in coll. with J.-N. KAPFERER)
Revue Française de Gestion, March-April-May 1985, n° 51, (in coll. with J.-N. KAPFERER)
Industries des Céréales, 1984,
IREP, Paris, 1983, (in coll. with J.-N. KAPFERER)
Méthodologie de la Recherche en Marketing, Lille, 1982, (in coll. with Y. EVRARD)
Annual Review of Psychology, Palo Alto, 1982, vol. 33, pp 343-370, (in coll. with G. AMADO, C. Faucheux)
Books
Chapters in edited books
Proceedings
Proceedings of Symposium 'Information Based Decision Making in Marketing', ESOMAR/EMAC/AFM , 1993 (J. D. C. Little, I. Le Roy)
European Advances in Consumer Research, Proceedings of European Summer Conference of The Association for Consumer Research , 1993 (B. DUBOIS)
European Advances in Consumer Research, proceedings of the European Summer Conference of the Association for Consumer Research , 1993 (B. DUBOIS)
Proceedings of the 22nd Conference of European Marketing Association , 1993 (B. DUBOIS)
Working papers
Scientific articles
International Journal of Research in Marketing, September 2005, vol. 22, n° 3, pp 309-318, (in coll. with C. Rungie, F. Dall'Olmo Riley, T. Roy, D. Morrison)
Journal of Marketing, April 2005, vol. 69, n° 2, pp 97-113, (in coll. with R. Lambert-Pandraud, E. Lapersonne)
Australasian Marketing Journal, 2005, vol. 13, n° 2, (in coll. with C. Rungie)
Marketing Letters, 2003, vol. 14, n° 2, pp 97-109, (in coll. with T. Lageat, S. CZELLAR)
Books
Chapters in edited books
L'Individu Dans L'Organisation : Les Dimensions Oubliées, J. F. Chanlat (ed), Presses de l'Université de Laval, Editions Eska, Coll. Sciences, 629-662
La Marque, J. N. Kapferer, J. C. Thoenig, McGraw-Hill
Proceedings
Proceedings of Symposium 'Information Based Decision Making in Marketing', ESOMAR/EMAC/AFM , 1993 (J. D. C. Little, I. Le Roy)
European Advances in Consumer Research, Proceedings of European Summer Conference of The Association for Consumer Research , 1993 (B. DUBOIS)
European Advances in Consumer Research, proceedings of the European Summer Conference of the Association for Consumer Research , 1993 (B. DUBOIS)
Proceedings of the 22nd Conference of European Marketing Association , 1993 (B. DUBOIS)
Working papers
Marketing Science Institute Working Paper , 1999
Cahier de Recherche du Groupe HEC , 1991
Cahier de Recherche du Groupe HEC , 1989
Cahier de Pédagogie, Programme Doctoral , 1984
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",