Hubert Gatignon

The Claude Janssen Chaired Professor of Business Administration Emeritus

Welcome to my personal page

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) and (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.

Google Scholar Citation: Click Here

Latest Blogs Posted on INSEAD Knowledge:

- How Luxury Brands Can Combat Pop-Up Fatigue

- Customer Orientation Drives Environmental Innovation

- Manipulating Consumers is not Marketing

- Should You Preannounce Your Innovation?

- Making Customers Compete for Your Firm

- Transforming Organisations for Sustained Innovation

New publication: "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 of a firm. Authored by a trio of top international scholars who present pioneering new work on what it takes to create long term growth, the book examines the internal conditions that are likely to encourage sustainable innovation as well as what a culture of innovation should look like. By recognising that innovation strategies are multidisciplinary in nature, the authors present a case for taking each perspective into account before providing a full analysis of each strategy. Taking you through the practical aspects of launching new innovations in the market and the importance of customer involvement and addresses new areas for further research and investigation, the book explores innovation through both a technical and market point of view. This definitive work not only reflects the major schools of thought but helps managers assess their firm's ability to generate sustained growth.

Links to Publisher: Volume 1 - Volume 2

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, fully revised, updated, and expanded, reflects the most current evolution in the methods for data analysis in management and the social sciences. In particular, this edition includes:

· A new chapter on the analysis of mediation and moderation effects

· Examples using STATA for most of the statistical methods

· Example of XLSTAT applications

Featuring numerous examples, the book may serve as an advanced text or as a resource for applied researchers in industry who want to understand the foundations of the methods particularly relevant and typically used in management research, and to learn how they can be applied using widely available statistical software.

Link to Publisher: http://link.springer.com/book/10.1007/978-1-4614-8594-0

Data Sets for examples and assignments from the Book: Download

Editorial Appointments

Associate Editor: Journal of Marketing Research (2006-2016)

Policy Board Member and Editorial Review Board Member,International Journal of Research in Marketing (IJRM)

Editor in Chief from 2000 to 2006

Advisory Board Member, Academic of Marketing Science Review (AMS Review)

Editorial Review Board Member: Journal of Business-to-Business Marketing (1990-2016)

Editorial Review Board Member, Journal of Marketing (1986-1991;1996-2002;2008-2016)

Editorial Review Board Member: Marketing Letters (1994-2016)

Editorial Review Board Member: Marketing Science (1990-2016)

Member of the Scientific Committtee (2001-present) and Editorial Review Board Member (2002-2016): Recherche et Applications en Marketing

Editorial Review Board Member: Journal of the Academy of Marketing Science (2009-2016)

Editorial Review Board Member: Review of Marketing Science (2006-2016)

Advisory Board Member, The Marketing Research Network (MKTG) of:

The Marketing Research Network (MKTG) (2002-2019)

The Quantitative Marketing Network of the Social Sciences Research Network (2002-2019)

European Journal of Innovation Management (2013-2019)

Hubert Gatignon
Claude Janssen Chaired Professor of Business Administration Emeritus and Emeritus Professor of Marketing

Hubert Gatignon is the Claude Janssen Chaired Professor of Business Administration Emeritus at INSEAD and Emeritus 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 Ph.D. in Marketing from the University of California, Los Angeles and the Habilitation à Diriger des Recherches from Université Paul Cézanne-Aix Marseille.

Hubert Gatignon’s research interests involve marketing strategy and especially innovation strategies, as well as international marketing strategy. His publications have appeared in: Communications Research, International Journal of Research in Marketing, Journal of Business and Industrial 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 Behavior, Journal of Marketing Research, Management Science, Marketing Letters, Marketing Science, Planning Review, and in Strategic Management Journal. He has recently published a two volume book Making Innovation Last: Strategies for Sustained Growth (Palgrave-Macmillan) and Statistical Analysis of Management Data (Kluwer Academic Publishing).

He is also a co-author of MARKSTRAT: The Strategic Marketing Simulation, ADSTRAT: An Advertising Decision Support System and COMPTRACK: A Competitive Tracking Software. He edited New Products and Services Development, 4 volumes (Sage) and co-edited The INSEAD-Wharton Alliance on Globalizing: Strategies for Building Successful Global Businesses.

Dr. Gatignon has been Editor-in-Chief of The International Journal of Research in Marketing (2000-2006) and of Recherche et Applications en Marketing (1998-2000), and Associate Editor of the Journal of Marketing Research (2006-2016). He served on the editorial boards of: Journal of Business-to-Business Marketing, International Journal of Research in Marketing, Journal of Marketing, Marketing Letters, Marketing Science and Recherche et Applications en Marketing, Journal of International Business Studies and Journal of International Marketing. He has co-chaired the 1998 Informs Marketing Science Conference and has chaired several tracks of the American Marketing Association Winter Educators Conferences. He has been an Academic Trustee of the Marketing Science Institute and an Academic Trustee at AiMark (Center for Advanced International Marketing Knoledge).

Professor Gatignon served as Dean of Faculty at INSEAD (1995-2001), Dean of the PhD program at INSEAD (2001-2006), Chair of the Marketing area (2011-2014) and is a member of the board of Sorbonne Universités.

Please click here to view Pr. Gatignon's CV

Research Interests

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) and (3) statistical analysis of management data