research@hec - Issue#3 - (Page II)

The Role of Research Chairs at HEC Jean-Noël Kapferer (H.70), HEC Marketing research professor, with academic responsibility for the Pernod Ricard Chair. About ten HEC professors are chairholders. Corporate donors are given the opportunity to develop privileged contacts with students and research professors. The aim of the Chairs is to create a real synergy between the expertise of the HEC faculty and that of the corporate donors. The goal is to help the students, through courses and the publications and presentations of the entire HEC ecosystem. Here are the testimonies of several research professors. What are your connections with Pernod Ricard? Jean-Noël Kapferer : The Chair of Management of Prestigious Brands is the fruit of my close collaboration with this Group. Over ten years ago, I was asked to design and manage Pernod Ricard’s Marketing University. I spend about one month a year in the company, either as HEC appointed professor for its University, or working on essential studies and research. My contacts are: Mr Jean-Paul Richard, marketing VP, Mrs de Rochechouart, who is responsible for worldwide studies, and Mrs de Rodary, who heads the think tank on the introduction of luxury culture within the Group. How does the Chair define the main research areas? J.-N.K.: Pernod Ricard respects the academic freedom of the professors and the constraints related to the research. In return, the HEC professors ensure their work fulfils the company’s criteria—their research themes have medium- and long-term business applications. In the framework of the Prestige Chair, we selected the most innovative and pertinent research themes with Mr J. P. Richard. What are your current, collaborative actions? J.-N.K.: This year, we’re working on a major project: writing— in English—the reference book for luxury market management, aimed at the industry’s companies and business schools around the world. How will Pernod Ricard apply your research results? J.-N.K.: I’m already taking part in its worldwide seminar on how luxury market management can be applied to its industrial activities. Pernod Ricard will be the first to receive the results of our in-depth research into the luxury market. The Group is very keen on discovering best practices that exist outside its own sector. ‘My close collaboration with this Group’. research hec What led to the creation of the Atos Origin Chair? Bernard Garrette: It was created on the initiative of former Atos Origin CEO, Bernard Bourigeaud, and based on the theme: ‘growth strategies and integration management’. The company was facing these problems after experiencing rapid external growth over the last fifteen years. And I was already studying this subject. For a Chair to be truly effective, there needs to be an excellent alignment between the company’s requirements and the professor’s research topics. What has been the outcome of this collaboration? B.G.: Initially, I based a case study on Atos Origin, used in the business school Strategy course, the MBA, and the Trium Executive MBA. Bernard Bourigeaud held face-to-face discussions with students and this direct contact reinforced the company’s reputation and reliability on the Campus. The Chair has also provided an excellent opportunity to launch different collective research projects. For example, I have been working with Frédéric Dalsace, Marketing department professor, on the integration of third parties when there is a partnership between two firms. I wrote two articles with Bernard Bourigeaud: The ten commandments on M&As in service industries, and another on private equity, with the help of Strategy department professor Oliver Gottschalg, who is an expert on the topic. Reconciling entrepreneurial and academic viewpoints has been an extremely interesting exercise. Do you interact with Atos Origin in other fields? B.G.: I take part in internal training seminars, in which I regularly meet with the company’s executives and consultants. We’re currently working on projects involving new initiatives concerning the Group’s senior directors and its corporate customers. Bernard Garrette (H.85), research professor in Strategy and Business Policy, with academic responsibility for the Atos Origin Chair. ‘Reconciling academic and entrepreneurial viewpoints.’ II research@hec • June-July 2008 http://www.hec.fr/fondation/documents/LES%20CHAIRES.pdf

Table of Contents for the Digital Edition of research@hec - Issue#3

Cover & Contents
The Role of Research Chairs at HEC
Radical Innovations in Major Companies, by Sihem Jouini
How to Develop Profitable Services, by Wolfgang Ulaga
Loss Aversion and Decision-Making, by Mohammed Abdellaoui

research@hec - Issue#3