Pierre-Yann Dolbec

We face complexity when there is no clear guideline for action. Today’s world is characterized by complexity. Diverging political interests, technological disruptions, and societal upheavals have created competing and divisive expectations about what we should be doing in our personal lives and in society.

In my work, I tackle big questions to understand the complexity of markets and how people and organizations manage it.

For example, I answer questions such as how are public organizations responding to market pressures, how can organizations contribute to society while satisfying shareholder interests, and how are consumers reshaping markets.

My current research projects examine markets for coffee, tattoos, sneakers, fashion, music, transportation, microdosing, and education, as well as social projects in Africa, South America, and South East Asia. Based on my students' theses, I also am looking at digital influence and online influencers, and the acculturation of wealthy consumers.

My research has been published at the Journal of Retailing, Journal of Consumer Research, and Journal of Marketing Research, where it has received distinctions such as most cited and most downloaded papers. I have presented at the Association for Consumer Research, the European Association for Consumer Research, the Consumer Culture Theory, and the American Marketing Association conferences, where I have been awarded prizes for best special session and best paper. My research has been featured in media such as the National Post, Channel News Asia, CTV News, Global TV, Radio-Canada, Journal de Montreal, Les Affaires, and Le Devoir.

I have received more than 700 000$ in funding from varied funding sources, such as the Social Science and Humanities Research Council and the Fonds Société et Culture. I am on the editorial review board of Journal of Consumer Research and Recherche Appliquée en Marketing (RAM). I am also a mentor at academic conferences, a supervisor and committee member for master and doctoral students, and an instructor at JMSB where I am coordinator for the digital marketing undergraduate course.

Teaching activities

At the undergraduate level, I am coordinator for MARK452 'Digital Marketing,' where I concentrate on teaching digital strategy, as well as how-to plan and enact conversion-based approaches. I recently finished an open source textbook to support the course, and will be making available exercises and slides for Faculty shortly.

At the master's level, I am instructor for MSCA668 'Innovation and Marketing.

Teaching material published

• Dolbec, Pierre-Yann (2021). Digital Marketing Strategy, open source textbook, Concordia University.

• Chattopadhyay, Amitava, Pierre-Yann Dolbec, Rajesh Nanarpuzha, and Jean Wee (2020). "The AAK Kolo Nafaso Programme: Securing an Alternative Shea Supply Chain," INSEAD Case Studies.

Education

• PhD York University (2010 — 2016)
• M.Sc. Université de Montréal - HEC Montréal (2008 — 2010)
• BBA Université Laval (2004 — 2006)

Companies

• Assistant Professor Concordia University - John Molson School of Business (2015)
• PhD student York University (2010 — 2016)
• Researcher RBC Financial Group Chair of E-Commerce (2009 — 2011)
• Multiple positions Multiple (2005 — 2010)
• Research Assistant Schulich School of Business (2010 onward) & HEC Montreal (2008-2010) (2008 — 2010)

Publications

Refereed journal articles

• Pierre-Yann Dolbec, Eileen Fischer, and Robin Canniford (forthcoming). "Something Old, Something New: Enabled Theory Building in Qualitative Marketing Research," Marketing Theory

• Pierre-Yann Dolbec, Rodrigo Castilhos, Marcelo J. Fonseca, Guilherme Trez (forthcoming), "How Established Organizations Combine Logics to Reconfigure Resources and Adapt to Marketization: A Case Study on Brazilian Religious Schools," Journal of Marketing Research

• Castilhos, Rodrigo and Pierre-Yann Dolbec (2018). "Conceptualizing Spatial Types: Characteristics, Transitions, and Research Avenues," Marketing Theory, 18 (2), 154-168.

• Castilhos, Rodrigo, Pierre-Yann Dolbec, and Ela Veresiu (2017). "Introducing a Spatial Perspective to Analyze Market Dynamics," Marketing Theory, 17 (1), 9-29.

• Dolbec, Pierre-Yann and Eileen Fischer ( 2015), "Refashioning a Field? Connected Consumers and Institutional Dynamics in Markets," Journal of Consumer Research, 42 (April).
  One of six "Highly cited" articles at the Journal of Consumer Research for 2016
  As of 2020, second most cited paper at the Journal of Consumer Research for research published in 2015
  Featured in JCR Research Curation "The Psychology of Innovation", July 2016

• Dolbec,Pierre-Yann, and Jean-Charles Chebat (2013). "The Impact of a Flagship vs. a Brand Store on Brand Attitude, Brand Attachment and Brand Equity," Journal of Retailing, 89 (4), 460-466.
  One of the 25 most downloaded papers in 2014-2015 at the Journal of Retailing.
  As of 2020, third most cited paper at the Journal of Retailing for research published in 2013

Book chapters

• Dolbec, Pierre-Yann and Andre F. Maciel (2018), “The Micro-Dynamics of Taste,” Taste, Consumption, and Markets, edited by Zeynep Arsel and Jonathan Bean, Routledge, 95-112.

• Kozinets, Robert V., Pierre-Yann Dolbec and Amanda Earley (2014), “Netnographic Analysis: Capturing and Interpreting Culture through Websites, Blogs, Tweets, Facebook Posts, Virtual Worlds and Other Social Media Data,” in Uwe Fleck, Ed., The Sage Handbook of Qualitative Data Analysis. Sage: London.