Selected Publications

Yi, Xiang, David Soberman and Hubert Gatignon (2022), “The Effect of Marketing Breadth and Competitive Spread on Category Growth,” Production and Operations Management, 31(2), 622-644.

Gatignon, Hubert (2019), “Ethical Behaviours versus Behaviours that Contravene Deontological Research Principles in the Publishing Process,” Recherche et Applications en Marketing (English Edition), 34(2), 63-74.

Robertson, Thomas, Hubert Gatignon and Ludovica Cesareo (2018), “Pop-Ups, Ephemerality and Consumer Experience: The Centrality of Buzz,” Journal of the Association for Consumer Research, 3(3), 425-439.

Robertson, Thomas, Hubert Gatignon and Ludovica Cesareo (2018), “Pop-Ups, Ephemerality and Consumer Experience: The Centrality of Buzz,” Journal of the Association for Consumer Research, 3(3), 425-439.

Hubert Gatignon and Emmanuelle Le Nagard, "Manipulating Consumers is not Marketing: a Commentary on cass R. Sunstein's "Fifty Shades of Manipulations"", Working Paper Series, 2015/87/MKT

Sunstein’s essay is particularly welcome because marketing as a science and as a field of management practice is facing an increased level of criticism at the same time as the general population becomes aware of the role it plays in business, beyond the traditional sales and distribution functions. We feel it is critical for the field of marketing to clarify its position with regard to some practices. However, Sunstein argues that manipulation is rather generalized in society (and in particular in marketing), although with many “shades.”

Instead, we take the position that it is imperative to define more clearly the concept of manipulation so that it cannot be confounded with the more neutral concept of social influence. Therefore, we propose to use a different definition that eliminates a number of shades of manipulation. We also propose to amend somewhat the definition of the marketing concept and of marketing management to prevent practices that society would not consider appropriate.

Aline Gatignon and Hubert Gatignon, "Erin Anderson and the Path Breaking Work of TCE in New Areas of Business Research: Transaction Costs in Action ", Journal of Retailing , Vol. 86, N°3, 2010, pp. 232-247.

This review article synthesizes Erin Anderson’s academic contribution, with an emphasis on two path breaking aspects of her work, namely the operationalization of TCA in different contexts and the refinement of the theory. We review the measures that she developed to reflect key TCE constructs, and identify five contexts in which Erin Anderson’s application of TCE concepts broke new paths. These are employee or representative salesforces, choice of foreign entry mode, new market entry and innovation, countertrade, and ethics. We highlight a number of ways in which her research integrates other theories to transaction cost economics, thereby deepening our understanding of key issues involving make or buy decisions. Finally, we draw attention to directions for future research identified through her work.

Douglas Bowman and Hubert Gatignon, "Market Response and Marketing Mix Models: Trends and Research Opportunities ", Foundations and Trends in Marketing , Vol. 4, N°3, 2009, pp. 129-207.

Market response models help managers understand how customers collectively respond to marketing activities, and how competitors interact. When appropriately estimated, market response models can be a basis for improved marketing decision-making. Market response models can be broadly classified as: (a) those directly linking marketing stimuli or more generally relevant inputs to market response outputs; and (b) those that also model a mediating process. Inputs include mar- keting instruments (i.e., marketing mix variables) and environmental variables.

This monograph takes a forward-looking perspective, includ- ing trends, to identify research opportunities related to market response and marketing mix models as falling under four broad areas: (1) “New” or under-studied inputs and/or “richer” measures of inputs constructs; (2) Explicitly accounting for the process linking inputs to outputs; (3) “New” or under-studied dependent variables; and (4) Under-studied or emerging contexts.

David Soberman and Hubert Gatignon, "Research Issues at the Boundary of Competitive Dynamics and Market Evolution", Marketing Science, Vol. 24, N°1, Winter 2005, pp. 165-174.

Building on the observation that competitive dynamics and market evolution are inextricably linked and underresearched, we propose a road map to guide and stimulate future research in the area. A number of rationales have been proposed to explain why there is relatively little research directed toward understanding the links between competitive dynamics and market evolution; these include the predominance of different research paradigms in each area, a lack of data appropriate for analyzing the two areas together, and the difficulty of obtaining robust and significant results with analysis that is by definition complex (it must consider factors and outcomes both across firms and over time).

Using this last rationale as a starting point, we develop a series of research propositions related to key relationships where (a) insignificant or contradictory results have been obtained (in extant research) or (b) researchers have yet to delve. The propositions are designed to deepen our understanding of the relationship between the areas. Throughout the analysis, the key to developing the propositions is to recognize the importance of moderating factors, mediating factors, and covariates. In addition, where the approach to empirically test a proposition is new, we propose categories, measures, and comparisons that can be used.

Hubert Gatignon, Michal L. Tushman, Wendy Smith, and Philip Anderson "A Structural Approach to Assessing Innovation: Construct Development of Innovation Locus, Type, and Characteristics", Management Science, (Lead article), Vol. 48, N°9, September 2002, pp. 1103-1122.

Erin Anderson and Hubert Gatignon "Firms and the Creation of New Markets,"(2004), in Claude Menard and Mary M. Shirley, eds. Handbook for New Institutional Economics, Norwell MA: Kluwer Academic Publishers (merged with Springer-Verlag) 

Abstract of chapter: New markets do not emerge, nor do they appear. They are made by the activities of firms. New Markets are created when firms correctly sense (by accident or by design) a latent need and communicate their solution to that need: markets spring into being when economic actors shift resources to that firm's solution. The most visible way to create a new market is to offer a product/service that is novel, thereby addressing needs that were not met (and perhaps not even sensed).

Much of this chapter focuses on firms' efforts to develop and commercialize new offerings, and on how buyers respond, thereby creating new markets. However, new markets are also created when firms cultivate an underserved clientele with established products. Much of marketing is about how to bring new customers into a developed industry (as opposed to rearranging market shares among existing customers). This chapter will also highlight these market-creation activities.

Hubert Gatignon and Erin Anderson "Modes of Foreign Entry: A Transaction Cost Analysis and Propositions" in An Anthology from Journal of International Business Studies, JIBS, (Chinese Translation), pp. 165-205. (January, 2002)

"Original AIB IBS 1996 Decade Award winning article" by Hubert Gatignon and Erin Anderson (1986) in Journal of International Business Studies, Vol 17, Issue 3, 1-26. 

Reprinted in Peter J. Buckley and Pervez N. Ghauri, eds. (1999) in: The Internationalization of the Firm: A Reader, 2nd edition, International Thomson Business Press, London, pgs. 185-207.

Hubert Gatignon and David Soberman "Competitive Response and Market Evolution", Chapter 6 in Barton A. Weitz & Robin Wensley, eds.,Handbook of Marketing (2002) (ISBN: 0761956824).

Hubert Gatignon, Sabine Kuester and Thomas S. Robertson, "Firm Strategy and Speed of Diffusion", Chapter 2 in Vijay Mahajan, Eitan Muller, Yoram Wind, eds., New-Product Diffusion Models (2000).

Book series, INTERNATIONAL SERIES IN QUANTITATIVE  MARKETING : Volume 11

Yi, Xiang, David Soberman and Hubert Gatignon (2022), “The Effect of Marketing Breadth and Competitive Spread on Category Growth,” Production and Operations Management, forthcoming.

Gatignon, Hubert (2019), “Ethical Behaviours versus Behaviours that Contravene Deontological Research Principles in the Publishing Process,” Recherche et Applications en Marketing (English Edition), 34(2), 63-74.

Robertson, Thomas, Hubert Gatignon and Ludovica Cesareo (2018), “Pop-Ups, Ephemerality and Consumer Experience: The Centrality of Buzz,” Journal of the Association for Consumer Research, 3(3), 425-439.

MARKSTRAT Handbook: The Strategic Marketing Simulation, by Jean-Claude Larréché, Hubert Gatignon and Rémi Triolet (2010), Paris, France: StratX International, (ISBN: 0-9743063-7-1).

The Alliance on Globalizing: Strategies for Building Successful Global Businesses, Edited by Hubert Gatignon & John Kimberly, 2004

MARKSTRAT 3: The Strategic Marketing Simulation, by Jean-Claude Larréché and Hubert Gatignon (1997), Cincinnati, OH:
South-Western College Publishing, 208 pages, (ISBN: 0538880899).

MARKSTRAT 3: Simulación Estratégica de Mercadotecnia, (Spanish Translation), by Jean-Claude Larréché and Hubert Gatignon (2000), International Thomson Editores, 210 pages, (ISBN: 9706860185).

COMPTRACK: A Competitive Tracking Software, by Hubert Gatignon and Piet Vanden Abeele

ADSTRAT: An Advertising Decision Support System, by Hubert Gatignon and Raymond R. Burke

1993 / 1991

The Scientific Press

Customer Centricity and Adoption of Environmental Management Practices, by Sanja Pekovic (University of Paris-Dauphine), Sylvie Rolland (University of Paris-Dauphine) and Hubert Gatignon

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Segment Dynamics over New Product Growth: A Gaussian Mixture Model with Latent Growth, by Jeff Larson, Scott Smith (Brigham Young University) and Hubert Gatignon

Explaining Cross-country Differences in the Efefcts of R&D Expenditures on Risk and Stock Returns, by Paul Valentin Ngobo (University of Orléans) and Hubert Gatignon

The Dual Process of Co-Branded New Products: Why Fit Is Not All That Matters, by Nathalie Flech (University of Cergy-Pontoise), Géraldine Michel (University of Paris-Sorbonne) and Hubert Gatignon

Model Specification Issues in Moderated Regression: Getting Around Model Inherent Collinearity, by Hubert Gatignon and Joachim Vosgerau (Carnegie Mellon)

Estimating the Effect of Strategic Variables with Limited Within-cross-section Variance, by Markus Christen (INSEAD) and Hubert Gatignon

New Product Distribution and Inter-channel Competition: Market Making, Market Taking, and Competitive Effects in Several European Countries, by Hubert Gatignon, Erin Anderson (INSEAD) and Joseph Lajos (INSEAD)

Using Attraction Models for Competitive Optimization: Pitfalls to Avoid and Conditions to Check, by David Soberman (INSEAD), Hubert Gatignon, and Gueram Sargsyan (INSEAD)