Serge Lafrance is the director of Executive Education, HEC Montréal and a professor. In addition to his academic career, he has 15 years of experience as a marketing consultant and management executive in Canada and the U.S. He has advised numerous companies on matters of growth strategy and business development. He previously served as the regional director for the Americas for the WIN-Gallup International Association. An expert in marketing and market development, he has several honours to his credit, including a prize for best paper by the Canadian Journal of Marketing Research.