Marketing

At HEC Paris, the integration of research, teaching, and action is a fundamental philosophy that we embody. In today's dynamic landscape, where environmental and social challenges are increasingly prominent, HEC serves as a beacon of innovation and responsibility. As Europe's leading business school, we acknowledge our responsibility to guide future leaders in navigating the complexities of a world in flux.

For a long time, addressing sustainability problems has been regarded as a technological challenge. Today, supporting the transition to a more sustainable world has transcended this technological status and emerged as a quintessential management, economic, and behavioral challenge. Within this realm, research in social sciences and management assumes a pivotal role, offering insights across various crucial dimensions of the transition.

HEC Paris undergoes a transformative shift in its curriculum. Building on its legacy of sustainability initiatives, the institution now prioritizes planetary boundaries and societal impact. The updated curriculum emphasizes sustainability integration and student empowerment for real-world impact. This reflects HEC's dedication to nurturing leaders prepared to address modern challenges.

Sales is an occupation known for its high turnover rates. And for good reason: an HEC study shows that salary increases for salespeople tapers off within three years if they stay put. The study’s co-author, HEC Professor of Marketing Dominique Rouziès held a RESKILL Masterclass on October 19 to discuss her research on the value of experience. Rouziès and her colleagues (Professors Keshavarz, Kramarz, Quélin and Segalla) analyzed paycheck data of around 25,000 French salespeople and sales managers over a 20-year period to better understand the links between experience (i.e., careers) and compensation. These are five lessons Professor Rouziès shared in her Masterclass. 

Camille Putois is the CEO of Business for Inclusive Growth (B4IG), a coalition of more than 40 global businesses, representing 4.4 million employees and a combined revenue of over 1 trillion USD. She discusses how this coalition strives for more inclusive practices and navigates the pros and cons of the different methods to measure progress on this crucial topic. For this, she worked with Leandro Nardi and Marieke Huysentruyt, researchers at the Inclusive Economy Center at HEC Paris.

After the COVID pandemic, Chief Marketing Officers would have finally hoped for calmer times: more stable sales, budget increases instead of cuts and fewer "knee-jerk reactions". Now, however, we have to deal with a depressed consumer climate, triggered by an enormous increase in inflation. This is something which we might no longer have considered possible, let alone as a long-term phenomenon, and which we would have thought of (over-optimistically) as an unwanted echo of the past. During these times, which products and services will be less in demand? And what marketing strategy should CMOs develop?

HEC Paris Assistant Professor in Marketing, Klaus Miller, analyzes the February 3 Facebook/Meta stock market plunge. What exactly does it tell us about private data on internet and its links to the advertising world? We meet Klaus on February 8, the very day he and five co-researchers self-published “The Impact of the GDPR on the Online Advertising Market”. This book focuses on Europe’s GDPR and how it affects online publicity. In a wide-ranging discussion on personal data and the advertising industry, Klaus provides insights on ad blockers on news websites and their impact on our reading habits.

Who should I target? How to spread my content? Seeding is one of the most crucial questions in marketing today, according to Andreas Lanz, Assistant Professor of Marketing at HEC Paris, who focuses on this topic in most of his research. Professor Lanz and his colleagues answer these seeding questions at the annual ISMS Marketing Science Conference, which features several special sessions on influencer marketing this year – organized and co-chaired by Andreas Lanz. In this interview, Professor Lanz answers five questions on seeding, based on five research articles that will be presented at the conference.

Uncertainty is an invisible trap, set to blind our capacity to avoid nonsense and create actual intelligence. Why invisible? Because uncertainty is powered by what we do not know, which is particularly difficult to become aware of. Anne-Sophie Chaxel, HEC Paris Associate Professor of Marketing and expert in cognitive biases, gives three objectives to keep in mind to embrace uncertainty, along with practice tool boxes to create intelligence.