Web Profile

Hubert Gatignon

Professor of Marketing

The Claude Janssen Chaired Professor of Business Administration

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33 (0)1 60 72 43 46
33 (0)1 60 74 55 00

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Hubert Gatignon is the Claude Janssen Chaired Professor of Business Administration and Professor of Marketing. He joined INSEAD in 1994 from the Wharton School of the University of Pennsylvania where he was Professor of Marketing. He holds a PhD in Marketing from the University of California, Los Angeles. His research interests involve (1) modeling the factors influencing the adoption and diffusion of innovations and (2) explaining and econometrically measuring how the effects of marketing mix variables change over conditions and over time. His most recent research concerns innovation strategies, as well as international marketing strategy.

Professor Gatignon's publications have appeared in Communications Research, International Journal of Research in Marketing, Journal of Business Research, Journal of Consumer Research, Journal of International Business Studies, Journal of Law, Economics and Organization, Journal of Marketing, Journal of Marketing Research, Management Science, Marketing Letters, Marketing Sciencet, Planning Review, and Strategic Management Journal. He has recently published Statistical Analysis of Management Data (Kluwer Academic Publishing) and edited New Products and Services Development, 4 volumes (Sage). He is also a co-author of MARKSTRAT3: The Strategic Marketing Simulation, ADSTRAT: An Advertising Decision Support System and COMPTRACK: A Competitive Tracking Software.

Professor Gatignon is Associate Editor of the Journal of Marketing Research, . He also serves on the editorial boards of Journal of Business-to-Business Marketing, Journal of International Marketing, International Journal of Research in Marketing, Marketing Letters, Journal of Marketing and Marketing Science, . He has also served on the editorial board of The Journal of International Business Studies. He has co-chaired the 1998 Informs Marketing Science Conference at INSEAD and has chaired several tracks of the American Marketing Association Winter Educators Conferences.

Professor Gatignon has consulted and taught in executive education programs for companies such as the World Bank, Bain & Co., Elf Atochem, General Electric, J. Walter Thompson, Philips Lighting and United Engineers.

Research Areas

Modeling the Factors Influencing the Adoption and Diffusion of Innovations.


Marketing Strategy; Multivariate Statistics; New Products.

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