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Hubert Gatignon - The Claude Janssen Chaired Professor of Business Administration Emeritus

I have been Professor of Marketing at INSEAD since 1994. I joined INSEAD in 1994 from the Wharton School of the University of Pennsylvania where I was also Professor of Marketing. I hold the Claude Janssen Chair in Business Administration at INSEAD. I graduated with a Ph.D. in Marketing from the University of California, Los Angeles in 1981.

My research interests involve:

  1. The marketing of innovations (e.g., modeling the factors influencing the adoption and diffusion of innovations)
  2. Marketing strategy (e.g., explaining and econometrically measuring how the effects of marketing mix variables change over conditions and over time)
  3. Statistical analysis of management data. Some of my most recent research concerns strategies for entering a market and for defending a brand's position, as well as international marketing strategy.


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Latest publications


"Making Innovation Last" - Vol. 1 & 2

Innovation is usually judged by the products and services that an organisation creates. The challenge for firms is to keep producing these innovative products in the long term and be constantly a step ahead of the competition. While many books deal with the management of an innovation project, Making Innovation Last considers the long term success...

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New edition of "Statistical Analysis of Management Data" Book

This book is especially designed to provide doctoral students with a theoretical knowledge of the concepts underlying the most important multivariate techniques and an overview of actual applications. It offers a clear, succinct exposition of each technique with emphasis on when each technique is appropriate and how to use it. This third edition...

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Hubert Gatignon
Emeritus Professor of Marketing
The Claude Janssen Chaired Professor of Business Administration, Emeritus

INSEAD Europe Campus
Marketing Department
Boulevard de Constance
F- 77300 Fontainebleau

Tel: +33 1 60 72 43 46 
Email: [email protected]

Assistant: Cécile Girardon
Tel: +33 1 60 72 44 59
Email: [email protected]