An HEC Montréal Professor (1996–2013), he was the first researcher in the field of marketing to be elected to the Royal Society of Canada. Hailed for his teaching skills, both at home and abroad, and a prolific author, he focused on commercial and health marketing and on disputes between customers and service companies. He also held the Chair of Commercial Space and Customer Service Management (2005–2014) and the Omer DeSerres Chair in Retailing (1996–2005).
