Professor of Marketing
Fellow of Emmanuel College
Dipl.Ing. (Ecole Polytechnique), Corps des Ponts (Ecole Nationale des Ponts et Chaussees), MA (Université Paris 1 Pantheon-Sorbonne), PhD (Massachusetts Institute of Technology)
My research interests include marketing strategy, innovation and product development, advertising, behavioural industrial organisation, and experimental economics. I was previously an Assistant Professor of Management and Strategy at the Rady School of Management at the University of California, San Diego.
I’m a member of the Marketing subject group at Cambridge Judge Business School, which focuses on strategy, modelling, and consumer behaviour. The research agenda is stimulated by regular contact with senior personnel of national and international organisations.
News and insights
The ‘hold-up problem’ in business: new study co-authored at Cambridge Judge Business School highlights how concerns about fairness thwart beneficial reciprocity.
Delegation from Chulalongkorn Business School in Bangkok attend five days of seminars on global branding presented by the Executive Education division of Cambridge Judge Business School. A delegation from the Master in Branding and Marketing programme at Chulalongkorn Business School in Bangkok are engaging in five days of seminars on global branding presented by the Executive Education division of Cambridge Judge Business School (CJBS). The 14 students and eight faculty and Advisory Board members from Chulalongkorn Business School are at Cambridge Judge Business School 10-16 July for an international study module, in order to gain practical insights in product development, marketing analytics, customer relations and other business areas related to branding. Topics for the seminars include: branding in the era of artificial intelligence, presented by Dr Eden Yin, University Senior Lecturer in Marketing; how to make a product "cool" in the social media age, presented by Dr Vincent Mak, Reader in Marketing & Decision Sciences; the customer journey, presented by Dr Dominique Lauga, University Senior Lecturer in Marketing; and brand evaluation models, presented by Dr Shasha Lu, University Lecturer in Marketing. In addition, Dr Vincent Mak will discuss using behavioural economics to engage customers; Dr Shasha Lu will discuss how…