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Ghislaine Cestre

Contact

Professor Emeritus
Professors Emeriti HEC

Professor Emeritus
Department of Marketing


Research

Research areas

Thesis supervision
Dominique MARGUERAT, Une approche causale des comportements d'achat et post-achat de produits écolabellisés, UNIL HEC, 2004

Mohamed Mostafa BRAHAMI, Influence de la culture sur l'éthique en marketing international - Comparaison cross-culturelle entre managers suisses et arabes (pays du Golfe), UNIL HEC, 2003

Sue GODFREY, An analysis of the trade-offs and price sensitivity of European consumers to environmentally friendly food and beverage packaging using conjoint methodology, UNIL HEC, 2003

Comportement du consommateur : Analyse des perceptions et préférences

Diffusion des innovations

National and ethnic identity

Individualism and collectivism

Moral Disengagement

Publications

50 last publications ordered by: publication type  -  year

: Peer Reviewed

Articles

Usunier J.-C. , Cestre G. (2008). Further considerations on the relevance of country-of-origin research. European Management Review, 5, 271-274. Peer Reviewed


Cestre G. , Usunier J.-C. (2007). Product Ethnicity: Revisiting the Match between Products and Countries. Journal of International Marketing, 15, 32-72. Peer Reviewed


Perrinjaquet A., Furrer O., Usunier J.-C., Cestre G. ; Valette-Florence P. (2007). A Test of the Quasi-Circumplex Structure of Human Values. Journal of Research in Personality, 41, 820-840. Peer Reviewed


Cestre G. , Darmon R.Y. (1998). Assessing consumer preferences in the context of new product diffusion. International Journal of Research in Marketing, vol 15, 123-135. Peer Reviewed


Cestre G. (1996). Importance stratégique de l'information et rôle des bases de données en marketing. Die Unternehmung, 50, 163-169. Peer Reviewed


Cestre G. (1996). Diffusion et innovativité: définition, modélisation et mesure. Recherche et Applications en Marketing, 11, 71-90. Peer Reviewed


Cestre G., Laroche M. ; Desjardins L. (1992). Current Advertising Budgeting Practices of Canadian Advertisers and Agencies. Canadian Journal of Administrative Sciences, 9, 279-293. Peer Reviewed


Books

Cestre G , Marguerat D (2002). Marketing vert et comportement: l'attitude du consommateur face aux produits éco-labelisés. Institut universitaire de management international (IUMI), Ecole des HEC, Lausanne.


Cestre G (2001). H-Mod: La relation moins-que-parfaite. Institut universitaire de management international (IUMI), Ecole des HEC, Lausanne.


Cestre G. , Salle R. (2000). Marketing and purchasing management: Recent developments in business relationships. Institut universitaire de management international (IUMI), Ecole des HEC, Université de Lausanne, Lausanne.


Cestre G. , Xardel D. (1993). Marketing et Réseaux d'Entreprises (2785). P.U.F. Collection "Que Sais-Je?".


Book Sections

Usunier J.-C., Cestre G., Czellar S., Morhart F. M. ; Müller B. (2011). Perspectives on Responsible Marketing. Responsible Management Practices for the 21st Century (pp. 89-102). Paris: Pearson.


Cestre G. , Salle R. et al. (2007). Marketing and purchasing management. Essentials of Logistics and Management (2nd edition). EPFL Press, Lausanne.


Cestre G. (2005). Market Research Dynamics. Marketing Management - International Perspectives. Vijay Nicole India.


Cestre G. , Salle R. et al. (2002). Marketing and purchasing management. Essentials of Logistics and Management (1st edition). EPFL Press, Lausanne.


Cestre G. (2001). Social accountability and performance : The Switcher ? Prem Group experience in India. Competitiveness in the XXIst Century : Social Dimension of Corporate Success. International Labour Organisation.


In Proceedings

Cestre G. , Lalos M. (2009, Jan). The consequences of retailer vs. media communication about the use of intrusive marketing practices on customer attitudes, satisfaction, trust and loyalty. Advances in Consumer Research, proceedings of the ACR North American Conference (San Francisco 2008), 36 (pp. 968-969). Peer Reviewed


Cestre G. , Marguerat D. (2005, Sep). Measuring Involvement in Ecology Using a Five-factor Scale. Consumer Personality and Research Methods (CPRM) Conference, Dubrovnik. Peer Reviewed


Cestre G. , Marguerat D. (2005, May). EIS : A Scale to Measure Involvement in Ecology. 34th European Marketing Academy (EMAC) Conference, Milan. Peer Reviewed


Cestre G. , Marguerat D. (2004, May). Eco-Labelled Product Purchase and Recycling Behaviour - A Structural Equations Model. 33rd European Marketing Academy (EMAC) Conference, Murcia. Peer Reviewed


Cestre G. (2002, May). Building Reputation Through Social Accountability - The Switcher / Prem Group Experience in India. 6th International Conference on Corporate Reputation, Identity and Competitiveness, Reputation Institute, Boston. Peer Reviewed


Cestre G. , Uhlmann V. (2000, May). Consumer Evaluations of Product Co-branding : An Investigation of the Role of Brand Dominance on the Evaluation of an Alliance. 5th International Conference on Corporate and Marketing Communication (CMC), Rotterdam. Peer Reviewed


(1999, May). Consumer Decision Making - Marketing and Competition in the Information Age. 28th European Marketing Academy (EMAC) Conference, Berlin. Peer Reviewed


Cestre G. , Bernasconi M. (1995, Jan). Managing Crossborder Inter-institutional Cooperation. 55th Annual Meeting of the Academy of Management (AM), Vancouver. Peer Reviewed


Cestre G. , Andrews R. (1994, Oct). Academic Exchanges: An International Perspective. 30th Annual Conference, The Institute of Management Sciences (Southeastern Chapter), Myrtle Beach. Peer Reviewed


Cestre G. (1993, Jun). The Use of Situational Variables in Conjoint Analysis: A Product's Time of Introduction and Market Penetration. 20ème Séminaire International de Recherche en Marketing, La Londe Les Maures. Peer Reviewed


Cestre G. (1992, May). La rencontre des préférences individuelles et de la diffusion des innovations: Un lien à établir. 8e Congrès Annuel, Association Française du Marketing (AFM), Lyon. Peer Reviewed


Cestre G. (1992, Jun). New Product Acceptance: The Impact of Diffusion Factors on Consumer Preference Patterns. 13th Annual Conference, Administrative Sciences Association of Canada (ASAC), Québec. Peer Reviewed


In Proceedings (poster)

Cestre G. , Lalos M. (2008, May). Paying today or tomorrow? The effects of implementing intrusive marketing practices on loyal customers. 37th European Marketing Academy (EMAC) Conference, Brighton. Peer Reviewed


Technical Reports

Cestre G. , Usunier J.-C. (2007). Product ethnicity: Cognitive Associations between Products and Countries. Université de Lausanne - HEC.


Cestre G., Perrinjaquet A., Furrer O., Marguerat D. ; Usunier J.-C. (2006). A confirmatory approach of the circular nature of Schwartz's Value System. Université de Lausanne - HEC.


Perrinjaquet A., Furrer O., Usunier J.-C., Cestre G. ; Valette-Florence P. (2006). A Test of the Circumplex Structure of Human Values. Université de Lausanne - Faculté des Hautes Etudes Commerciales.


Cestre G. , Usunier J.-C. (2005). Product ethnicity: An exploratory approach. Université de Lausanne - HEC.


Cestre G. , Marguerat D. (2004). Determining ecology-related purchase and post-purchase behaviours using structural equations. Université de Lausanne - HEC.


Cestre G. , Marguerat D. (2003). Ecolabels et consommation : Variables intervenant dans le processus d'achat. Université de Lausanne - HEC.


Marguerat D. , Cestre G. (2002). Le consommateur "vert" - Attitude et comportement. Université de Lausanne - HEC.


Cestre G. , Salle R. et al (2000). Marketing B to B - Recent developments in business relationships. Université de Lausanne - HEC.


Uhlmann V. , Cestre G. (1999). Gestion Stratégique de la Marque - Analyse et Modélisation. Université de Lausanne, Faculté des HEC, Institut de recherche en management.


Cestre G. (1993). SME's and the Challenges for the Future: A Comparison between Italy, France, Germany and Japan. ADESEP - Marne-la-Vallée, France (en collaboration avec le Centro Studi d'Impresa, Milan, Italie).


Cestre G. , Darmon R. (1993). Extending Conjoint Measurement to Situational Variables. CERAM Business School - Sophia Antipolis.


Thesis

Lalos M. (2010). Consumer attitudes toward personal data collection practices perceived to be insidious: the intrusiveness-privacy dyad. Université de Lausanne, Faculté des hautes études commerciales. Cestre G. (Dir.)


Marguerat D.O. (2004). Une approche causale des comportements d'achat et post-achat de produits écolabellisés. Université de Lausanne, Faculté des hautes études commerciales. Cestre G. (Dir.)


Cestre G. (1992). Assessing Consumer Preferences in the Context of New Product Diffusion. Université McGill, Montréal. Darmon R. (Dir.)


Miscellaneous

Cestre G. (2009). Le consommateur face au marketing écologique, publié dans "Echos Money" No 15.


Cestre G. (2005). Le géomarketing au service de l'entreprise, puvlié dans "Bulletin HEC" No 71.


Cestre G. (2003). Marketing éthique: Caveat emptor ou caveat venditor? Published in "Echos/Money" 9.


Cestre G. (2001). Le marketing des OGM dans l'agro-alimentaire, publié dans "Echos Money" No 7.


Cestre G. (1998). PME : Un besoin de formation en management .. et bien des questions. Published in "Guide de la PME", AGEFI.


Cestre G. (1997). Estimer la valeur d'une étude marketing. Published in "Echos/Money" 2.


Cestre G. (1997). Le capital-clients, nouvelle valeur de l'entreprise. Published in "Guide de la PME", AGEFI.


Curriculum

Competences



Campus Virtuel Suisse
Marketing Online, formation à distance

Education

1973
Licence en droit, Université Laval, Québec, Canada

1979
Maîtrise en sciences politiques, Faculté des sciences sociales, Université Laval, Québec, Canada

1984
MBA, Faculté de Management, Université McGill, Montréal, Canada

1992
Ph.D., Faculté de Management, Université McGill, Montréal, Canada

Work experience

1976-1990
Associée, Conant & Associates, Consultants in World Energy and Resources, Washington, D.C., USA

1980-1991
Chargée d'Etudes Juridiques, Cabinet Ogilvy-Renault, Montréal, Canada

1991-1993
Professeur adjoint, Université Concordia, Montréal, Canada

1992-1994
Chargée d'enseignement à l'ESSEC (mastère spécialisé) et à l'Université Paris-Dauphine (DESS), France

1992-1993
Professeur détaché, Université Concordia, Montréal

1993-1995
Professeur associé et Directrice de l'International Management Program (IMP), CERAM, Sophia Antipolis, France

Depuis 1995
Professeur ordinaire, Ecole des HEC, Université de Lausanne

Keywords

  • consumer behavior (2)
  • ethics
  • innovation diffusion (2)
  • marketing (2)
  • situation analysis
  • social responsability

 
 
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