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Hubert Gatignon
INSEAD
85Publications
27H-index
9,444Citations
Publications 86
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#1Hubert Gatignon (Ad: INSEAD)H-Index: 27
This article answers a number of questions that researchers, especially young ones, may ask as they face ethical norms about scientific research that can have serious professional consequences if v...
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#1Hubert Gatignon (Ad: INSEAD)H-Index: 27
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AbstractPop-up stores are retail solutions that suddenly appear and then disappear—whether days, weeks, or months later. Multiple brands have created pop-ups across a range of product categories in major international markets. They are characterized by their ephemerality but also by the experience realized during the consumer’s visit to the store. Our thesis is that positive response to pop-ups depends on two major factors: (1) the benefits received by consumers who visit pop-ups and (2) the buz...
4 CitationsSource
#1Hubert Gatignon (Ad: INSEAD)H-Index: 27
#2Xavier Lecocq (Lille Catholic University)H-Index: 11
Last.Alina Sorescu (A&M: Texas A&M University)H-Index: 11
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6 CitationsSource
This study aims to investigates the effect of three customer orientation components - customer information-processing, responsiveness and values and norms - on a firm's decision to adopt environmental management practices. Consistent with the literature on strategy and industrial marketing, the authors also examine the moderating effect of marketplace characteristics.
14 CitationsSource
#1Hubert GatignonH-Index: 27
#2David GottelandH-Index: 6
Last.Christophe HaonH-Index: 5
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1 CitationsSource
#1Hubert GatignonH-Index: 27
#2David GottelandH-Index: 6
Last.Christophe HaonH-Index: 5
view all 3 authors...
Introduction to Volume 2 PART III: ORGANIZATIONAL PROCESSES FOR INNOVATIONS 7. New Product Teams 8. Getting the Customer Involved 9. Fostering Creativity in the Organization 10. Concept Development PART IV: LAUNCHING INNOVATIONS IN THE MARKET 11. Predicting New Product Acceptance 12. Looking Ahead to New Product Diffusion 13. Branding New Products and Services 14. Marketing Launch 15. Conclusions
2 Citations
#1Hubert GatignonH-Index: 27
#2David GottelandH-Index: 6
Last.Christophe HaonH-Index: 5
view all 3 authors...
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#1Hubert Gatignon (Ad: INSEAD)H-Index: 27
#2Emmanuelle Le Nagard (ESSEC Business School)H-Index: 4
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 particula...
2 CitationsSource
#1Hubert Gatignon (Ad: INSEAD)H-Index: 27
In this chapter, we bring together the notions of measurement error discussed in Chaps. 3 and 4 with the structural modeling of simultaneous relationships presented in Chap. 6. We demonstrate that a bias is introduced when estimating the relationship between two variables measured with error if that measurement error is ignored. We then present a methodology for estimating the parameters of structural relationships between variables that are not observed directly: analysis of covariance structur...
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