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Jean-Claude Usunier

Contact

Professor Emeritus
Professors Emeriti HEC

Professor Emeritus
Department of Marketing


Contact
Jean-Claude.Usunier@unil.ch
Internef, room 502
Tel 021.692.34.49

Postal address
Université de Lausanne
Quartier UNIL-Chamberonne
Bâtiment Internef
1015 Lausanne

Research

Research areas

International Marketing
Research in this domain covers :
Country of origin and country image issues
Cross-cultural consumer behavior
Cultural issues relating to international marketing behavior, especially as they refer to time and temporal cultures

International Marketing
Research in this domain covers :
- Country of origin and country image issues
- cross-cultural consumer behavior
- cultural issues relating to international marketing behavior, especially as they refer to time and temporal cultures

Cross-cultural / Comparative management
This research stream is mosly concerned with issues of equivalence across cultural contexts and measurement equivalence in international research in marketing and management. Particular emphasis is given to the role of languages in influencing mindsets, translation, and conceptual equivalence issues

Issues in Trust and Commerce
This research domain covers :
Comparative analysis of trusting behavior in different nations (especially through experimental games)
Issues relating trust to negotiation behavior,especially how cultural differences and intercultural communication affect agreement building and contract/deal monitoring
Research in Commerce : exploring the interface between economic/self-interested and altruistic/other-oriented motives and behavior

Confiance et Commerce
La confiance entre acteurs économiques est un thème qui devient central pour expliquer la formation d'un capital social qui permet des relations commerciales à faibles coûts de transaction. Cette piste de recherche comprend différents travaux, articulés sur le management comparé, relevant aussi bien d'expériences de laboratoire liées aux méthodes d'économie expérimentale, qu'à des enquêtes par questionnaire

Cross-cultural / Comparative management
This research stream is mosly concerned with issues of equivalence across cultural contexts and measurement equivalence in international research in marketing and management. Particular emphasis is given to the role of languages in influencing mindsets, translation, and conceptual equivalence issues

Collaborations

Interuniversity

Member of the "Business Goals Network" managed by Professor Geert Hofstede, University of Tilburg (The Netherlands), International Comparison of business goals
Netherlands

Réseau "Business Goals" avec le professeur Geert Hofstede, Université de Tilburg (Pays-Bas), Comparaison internationale des buts de l'entrepreneur
Netherlands

Coopération avec le Professeur Eric Davoine (Université de Fribourg)sur la Comparaison franco-allemande de la gestion du temps parmi les cadres d'entreprise
Switzerland

Another collaboration

Informal network
Participation to the informal network on new perspectives in the social sciences, "Do facts matter in elaborating theories? Cross perspectives from economics, management, political science and sociology" (Polytechnique/Mines de Paris / MIT /Harvard /Wharton. Coordinator: Hervé Dumez, Centre de Recherche en Gestion de l'Ecole Polytechnique, Paris, France.
France

Trusting behavior
Research Collaboration with Professor Marius Brulhart (HEC, UNIL) on trusting behavior: reciprocity or altruism? programme based on the investissement game (experimental economics, IUMI financing)
Switzerland

UNIL-EPFL Research fund "Trusted Auctions in P2P systems"
UNIL-EPFL Research fund "Trusted Auctions in P2P systems" <br /> Research Cooperation with the Laboratoire d'Informatique Répartie of the Swiss Polytechnic at Lausanne (EPFL), "Optimal Electronic Bargaining Systems / Trust Management in Decentralized Networks " <br /> Coordinator with Pr. Karl Aberer (EPFL); cooperation with Pr. Rachid Guerraoui (EPFL) and Pr. Yves Pigneur (HEC-UNIL)
Switzerland

Product ethnicity
Research Cooperation with Professor Ghislaine Cestre (HEC, UNIL) dealing with the influence of national origin of products on consumer evaluations, especially as concerns the linkage between countries and product categories ('product ethnicity').
Switzerland

International Journal of Cross-Cultural Management, Sage(Member of the editorial board)
unknown

Management International Review, Gabler (Member of the editorial board)
unknown

Journal of Business Research, Elsevier (Member of the editorial board)
unknown

Journal of International Marketing, AMA (American Marketing Association, Member of the editorial board
unknown

Journal of World Business, Pergamon/Elsevier (Member of the editorial board)
unknown

International Business Review Pergamon/Elsevier (Member of the editorial board)
unknown

Recherche et Applications en Marketing, AFM/PUG/CNRS (Membre du Comité de Lecture)
unknown

Décisions Marketing, AFM/CECOEDUC, Membre du bureau de rédaction
unknown

Revue Française de Gestion, FNEGE (Lecteur anonyme)
unknown

Publications

83 last publications ordered by: publication type  -  year

: Peer Reviewed

Articles

Berthoud A.C., Benaroyo L., Diezi J., Dubochet J., Merminod G., Papaux A. et al. (2013). Plurilinguisme et construction des savoirs sous l'angle de diverses disciplines. Synergies Europe, 29-51.


Jean-Claude Usunier Stéphane Sbizzera (2013). "Comparative Thick Description: Articulating similarities and differences in local consumer experience". International Marketing Review, 30, 42-55. Peer Reviewed


Jean-Claude Usunier (2013). La rhétorique circulaire du monolinguisme anglais dans le domaine de l'économie et du management. Bulletin Suisse de Linguistique Appliquée, ISSN 1023-2044, 107-120. Peer Reviewed


Brülhart M. , Usunier J. C. (2012). Does the trust game measure trust?. Economics Letters, 115, 20-23. Peer Reviewed


Bülhart Marius , Usunier Jean-Claude (2012). Does the trust game measure trust?. Economics Letters, 115, 20-23. Peer Reviewed


Marc Fetscherin , Jean-Claude Usunier (2012). Corporate Branding: An Interdisciplinary Literature Review. European Journal of Marketing, 46, 733-753. Peer Reviewed


Jean-Claude Usunier (2011). Langue et Commerce International des Services : Un Point de Situation. Français & Société, 22-23, 69-88. Peer Reviewed


Jean-Claude Usunier, Olivier Furrer ; Amandine Perrinjaquet (2011). The Perceived Trade-Off Between Corporate Social and Economic Responsibilities: A Cross-National Study. International Journal of Cross-Cultural Management, 11, 279-302. Peer Reviewed


Usunier Jean-Claude (2011). The Shift from Manufacturing to Brand Origin: Suggestions for improving COO relevance. International Marketing Review, 28, 486-496. Peer Reviewed


Usunier Jean-Claude (2011). Language as a Resource to Assess Cross-cultural Equivalence in Quantitative Management Research. Journal of World Business, 2011, volume 46, 314-319. Peer Reviewed


Jean-Claude Usunier, Nicolas Roulin ; Björn Sven Ivens (2010). Cultural, National, and Industry-Level Differences in B2B Web Site Design and Content. International Journal of Electronic Commerce, 14, 41-87. Peer Reviewed


Usunier Jean-Claude (2010). Book review of "Beyond Hofstede, Culture Frameworks for Global Marketing and Management", Cheryl Nata (ed.), Palgrave Macmillan, 2009. International Journal of Cross-Cultural Management, 10, 122-124.


Usunier Jean-Claude , Roulin Nicolas (2010). The Influence of High- and Low-Context Communication Styles on the Design, Content, and Language of Business-to-Business Web Sites. Journal of Business Communication, 47, 189-227. Peer Reviewed


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


Simon F. , Usunier J.-C. (2007). Cognitive, Demographic, and Situational Determinants of Service Customer Preference for Personnel-in-Contact over Self-Service Technology. International Journal of Research in Marketing, 24, 163-173. Peer Reviewed


Usunier J.-C. , Valette-Florence P. (2007). The Time-Styles Scale: A Review of Developments and Replications over 15 years. Time and Society, 16, 349-382. Peer Reviewed


Usunier J.-C. (2006). Relevance in Business Research: The Case of Country-of-Origin Research in Marketing. European Management Review, 3, 60-73. Peer Reviewed


Usunier J.-C. (2005). Comment enseigner la négociation d'affaires. Revue Française de Gestion, 153, 63-86. Peer Reviewed


Usunier J.-C. (2004). L'étudiant est-il un consommateur d'éducation ?. Revue Economique et Sociale, 62, 113-128. Peer Reviewed


Usunier J.-C. (2004). Comment enseigner la négociation d'affaires. Revue Française de Gestion, 153, 61-86. Peer Reviewed


Usunier J.-C. (2004). L'avenir: La marchandisation de l'enseignement supérieur?. Revue Economique et Sociale, 62, 107-121. Peer Reviewed


Usunier J.-C. (2004). Marchandisation, relation pédagogique et qualité de l'enseignement supérieur?. Revue Economique et Sociale, 62, 107-120. Peer Reviewed


Nebenzahl I.D., Jaffé E.D. ; Usunier J.-C. (2003). Personifying Country of Origin Research. Management International Review, 43, 383-406. Peer Reviewed


Usunier J.-C. (2003). Valeurs féminines et performances économiques : Une analyse cross-nationale. Revue Economique et Sociale, 61, 33-46. Peer Reviewed


Usunier J.-C. (2003). Introduction au dossier spécial sur Management et Culture Féminine. Revue Economique et Sociale, 61, 5-9. Peer Reviewed


Willinger M., Keser C., Lohmann C. ; Usunier J.-C. (2003). A comparison of trust and reciprocity between France and Germany : experimental investigation based on the investment game. Journal of Economic Psychology, 24, 447-466. Peer Reviewed


Durrande-Moreau A. , Usunier J.-C. (2002). La certification de service selon la loi de 1994. Economies et Sociétés, série EGS, 7, 1167-1192.


Hofstede G. Van Deusen C. Mueller C. Charles T. Usunier J.-C. (2002). What Goals do Business Leaders Pursue? A Study in Fifteen Countries. Journal of International Business Studies, 33. Peer Reviewed


Usunier J.-C. (2002). Le pays d'origine du bien influence-t-il encore les évaluations des consommateurs ?. Revue Française de Marketing. Peer Reviewed


Usunier J.-C. (2002). L'ethnicité des produits: une approche exploratoire. Décisions Marketing, 27, 35-49. Peer Reviewed


Usunier J.-C. , Durrande-Moreau A. (2002). La certification de la qualité de service selon la loi de 1994. Economies et Sociétés, série Economie et Gestion des Services (EGS), 4, 1167-1192. Peer Reviewed


Usunier J.-C. , Shaner J. (2002). Using Linguistics for creating better international brand names. Journal of Marketing Communications, 8, 1-18. Peer Reviewed


Usunier J.-C. (2001). Le temps des Consommateurs: Le cas du téléphone portable. Revue Française de Gestion, 132, 112-118. Peer Reviewed


Usunier J.-C. (2001). Une comparaison franco-allemande de la confiance et de la réciprocité: Une expérimentation fondée sur le jeu de l'investissement. Revue d'Economie Politique, 111, 151-172. Peer Reviewed


Usunier J.-C. (2001). La négociation face aux barrières du langage. Revue Française de Gestion, 135, 39-50. Peer Reviewed


Books

Benaroyo L., Berthoud A.-C., Diezi J., Merminod G., Papaux A., Schenk F. et al. (2019). Chemins de l’in(ter)disciplinarité: connaissance, corps, language (10). L'Harmattan - Academia.


(2014). Religions as Brands. New Perspectives on the Marketization of Religion and Spirituality. Ashgate, UK.


Jean-Claude Usunier , Julie Lee (2013). Marketing Across Cultures. Pearson, Harlow (UK).


Nathalie Prime , Jean-Claude Usunier (2012). Marketing International, Marchés, Cultures et Organisations. Pearson, Pearson France, 47bis rue des Vinaigriers, 75010 Paris.


Faulk S. , Usunier J.-C. (2009). AIDS and Business. Routledge / Taylor and Francis.


Usunier J.-C. , Lee J. (2009). Marketing Across Cultures. Pearson.


Bourbonnais R. , Usunier J.-C. (2007). Pratique de la Prévision des Ventes. Economica.


Usunier J.-C. , Lee J. (2005). Marketing Across Cultures. Pearson, Harlow.


Prime N. , Usunier J.-C. (2004). Marketing International: Développement des Marchés et Management Interculturel. Librairie Vuibert, Paris.


Ghauri P.N. , Usunier J.-C. (2003). International Business Negotiations. Pergamon/Elsevier, Oxford.


Prime N. , Usunier J.-C. (2003). Marketing International: Développement des Marchés et Management Mulcticulturel. Vuibert, Paris.


Usunier J.C , Ghauri Pervez N (2003). International Business Negotiations, second edition. International Business & Management.


Bourbonnais R. , Usunier J.-C. (2001). Pratique de la Prévision des Ventes. Economica, Paris.


Usunier J.-C. (2001). Confiance et Performance: Un essai de management comparé France-Allemagne. Librairie Vuibert, Coll. FNEGE.


Usunier J.C , Bourbonnais R (2001). Pratique de la Prévision des Ventes. Economica, Paris.


Usunier J.-C. (2000). Confiance et Performance : Un essai de management comparé France-Allemagne. Librairie Vuibert, coll. FNEGE.


Usunier J.-C. (2000). Marketing Across Cultures. Pearson Education (Prentice Hall / Financial Times).


Usunier J.-C., Earsterby-Smith M. ; Thorpe R. (2000). Introduction à la Recherche en Gestion. Economica.


Book Sections

Jean-Claude Usunier (2013). International Negotiations. Cross-Cultural Management (pp. 133-164). Routledge, 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN.


Jean-Claude Usunier Janet Shaner (2011). International branding: Creating Global Brand Equity Through language. Strategic International Marketing (pp. 5-22). Palgrave-Macmillan.


Usunier J.-C. (2011). Product Ethnicity. Wiley International Encyclopedia of Marketing. Vol. 6 (Vol. 6, pp. 176-178). John Wiley & Sons.


Usunier Jean-Claude (2011). Response Styles in Cross-National Research. The Sage Dictionary of Quantitative Management Research (pp. 269-271). London: Sage Publications.


Usunier Jean-Claude (2011). Sampling Equivalence in Cross-National Research. The Sage Dictionary of Quantitative Management Research (pp. 276-278). London: Sage Publications.


Usunier Jean-Claude (2011). Cross-National/Cultural Comparisons. The Sage Dictionary of Quantitative Management Research (pp. 65-66). London: Sage Publications.


Usunier Jean-Claude (2011). Conceptual Equivalence. The Sage Dictionary of Quantitative Management Research (pp. 49-50). Sage Publications, Londres, Sage Publications, Londres.


Usunier Jean-Claude (2011). Measurement Invariance in Multigroup Research. The Sage Dictionary of Quantitative Management Research (pp. 182-184). London: Sage Publications, London: Sage Publications.


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.


Usunier Jean-Claude (2010). Un plurilinguisme pragmatique face au mythe de l'anglais lingua franca de l'enseignement supérieur. Les Enjeux du Plurilinguisme pour la Construction et la Circulation des Savoirs (pp. 37-48). Berne: Académie Suisse des Sciences Humaines.


Usunier J.-C. (2008). La négociation internationale. Gestion en Contexte Interculturel (pp. 253-292). Presses de l'Université Laval.


Usunier J.-C. , Roger P. (2002). Confiance et Performance: Le couple franco-allemand au sein de l'Europe. Wahrnehmungs- und Betätigungsformen des Vertrauens in deutsch-französischen Vergleich (pp. 227-245). Berlin Verlag/Arno Spitz.


Usunier J.-C. , Rudler E. (2002). Opportunisme et confiance dans les relations acheteur-vendeur: Une comparaison du contrat de vente français et du Kaufvertrag allemand. Wahrnehmungs- und Betätigungsformen des Vertrauens in deutsch-französischen Vergleich (pp. 115-134). Berlin Verlag/Arno Spitz.


Usunier J.-C. (2001). Management Education in a Globalizing World: Lessons from the French Experience. Management Learnings (pp. 347-75). Rajesh Kumar.


Usunier JC (2001). International Marketing. International Encyclopedia of the Social and Behavioral Sciences. Elsevier Science.


Usunier JC (2001). La Négociation Internationale. Encyclopedie de la Vente (pp. 301-309). Economica, Paris.


In Proceedings

Dubosson M., Pigneur Y. ; Usunier J.-C. (2004, Jan). Business models for music distribution after the P2P revolution. Proceedings of the Fourth International Conference on Web Delivering of Music (WEDELMUSIC 2004) (pp. 172-179). IEEE. Peer Reviewed


In Proceedings (abstract)

Kocher B., Czellar S. ; Usunier J.-C. (2006, Jan). The Effect of Perceived Brand Name Logo Coherence on Brand Attitudes. NA-Advances in Consumer Research, 33 (pp. 274-275). Association for Consumer Research. Peer Reviewed


Technical Reports

Simon Françoise , Usunier Jean-Claude (2008). "Determinants of Online vs Offline Catalogue Preference". Université de Haute-Alsace, Université de Lausanne.


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.


Brülhart M. , Usunier J.-C. (2004). Verified trust: Reciprocity, altruism, and noise in trust games. CEPR - Centre for Economic Policy Research.


Thesis

Diren M. (2013). 4 essays on e-marketing : an in-depth understanding of online consumer behavior. Université de Lausanne, Faculté des hautes études commerciales. Usunier J.-C. (Dir.)


Kocher B. (2008). When does a change in established brand name logo consistency affect consumers' brand attitudes? An investigation of moderating effects. Université de Lausanne, Faculté des hautes études commerciales. Usunier J.-C. (Dir.)


Perrinjaquet A.C.L. (2007). Value / personality - attitude - behavior hierarchy and its impact on individual performance in the context of market orientation. Université de Lausanne, Faculté des hautes études commerciales. Usunier J.-C. (Dir.)


Shaner J. (2005). The relationship between external business networks and performance in foreign investments. Université de Lausanne, Faculté des hautes études commerciales. Usunier J.-C. (Dir.)


Curriculum

Competences



Comparative survey research with an international coverage, using methods for the search of cross-nationally and/or cross-culturally equivalent resear

Etudes et enquêtes comparatives internationales intégrant la recherche de l'équivalence cross-nationale et cross-culturelle

Etudes de marchés internationaux : méthodologie

International Market Research

Business negotiation at the international level: support and advice for the preparation and conduit of business deals with partners from different cul

Négociation internationale d'affaires : conseils pour la préparation et la conduite de la négociation avec des partenaires commer

IUMI - International Marketing Cases<br /> <br /> The Institute of International Management of the University of Lausanne (Switzerland) pr

Réalisation de cas pédagogiques dans le cadre de l'IUMI (International Marketing Cases)<br /> <br /> Tous sont des publicati

Education

EDUCATION
1984: Agrégation de Sciences de Gestion, Paris (Marketing)
1980: PhD international economics (Doctorat d'Etat), University of Paris II (Assas); Dissertation topic: An econometric study of long term changes in international trade networks.
1975: Master in European and international economics University of Paris II (Assas)
1974: Maîtrise en droit (European and International Law), University of Paris II (Assas)
1972: Diplôme de l'Ecole des Hautes Etudes Commerciales (HEC Paris); major in international business

Work experience

ACADEMIC POSITIONS
From September 2000: Professor, Département de Management, Ecole des HEC, University of Lausanne
From September 1996 to September 2000: Professor of marketing and international business, Louis-Pasteur University (ULP), Strasbourg.
Fom 1985 to 1996: Graduate School of Business, Université Pierre Mendès-France, Grenoble (France), professor of marketing and international business
From 1980 to 1985: Pais Graduate School of Management (ESCP-EAP), assistant professor international business

BUSINESS EXPERIENCE
January 1979 - December 1983: associate founder of Status, short term forecasting consulting firm
September 1977 - October 1978: sales forecasting analyst at Schneider group
June 1972 - August 1976: full-time consultant at M2I, Market research consultancy on world markets for industrial products

Other activities

Member of Commissions
Member of the University Council, University of Lausanne
Member of the Swiss Federal Commission for Consumption Issues

Academic honors

Prix Harvard-L'Expansion
Année : 1985

Récipiendaire : Jean-Claude Usunier


Prix de l'Académie des Sciences Commerciales
Année : 1993

Récipiendaire : Jean-Claude Usunier


Prix de l'Académie des Sciences Commerciales
Pour leur ouvrage Marketing International: Développement des Marchés et Management Multiculturel, publié à Paris aux Editions Vuibert
Année : 2004

Récipiendaire : Jean-Claude Usunier (UNIL/HEC/DEMA/IUMI) et Nathalie Prime (ESCP-EAP, Paris Graduate School of Management)


Keywords

  • comparative & cross-cultural management
  • consumer behaviour (2)
  • cross-national comparisons
  • gestion des opérations internationales
  • logistics of world trade
  • management comparé
  • marketing management (2)
  • services management
  • studies and compared international surveys
  • trust and exchange

 
 
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