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David Dubois

Associate Professor of Marketing


David Dubois (PhD, Kellogg School of Management) is a tenured Associate Professor at INSEAD and one of the world’s leading scholar on data-driven marketing, customer centricity and digital transformation. Through his research and teaching, he helps professionals and organizations to unlock valuable customer insights from advanced data analytics, and to design and implement effective omnichannel strategies. To do so, he focuses on when and how companies can turn insights from digital technologies such as social media, IoT, AI or blockchain into long-term competitive advantages in the marketplace. He also helps business leaders unpack the steps they need to take to transform their organization and create long-term customer value from data analytics. David is also a global expert on luxury and fashion brand management.

David’s work on digital consumer behavior, analytics-driven customer insights, social influence, social media behavior, word-of-mouth and luxury consumption has appeared in top journals such as Nature Communications, Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Harvard Business Review, Journal of Personality and Social Psychology, Psychological Science, Journal of Experimental Social Psychology, Social Psychological and Personality Science and Current Opinion in Psychology. His work is regularly featured in outlets such as The Financial Times, The Economist, The Wall Street Journal, Forbes, Bloomberg, CNN, NPR, Time Magazine and Le Monde, among others. He is an associate editor for the Journal of Consumer Research and an editorial review board member for Recherche et Applications en Marketing. In recognition of his top publications, David was named 2017 Young Scholar by the Marketing Science Institute.

At INSEAD, David is the co-director of the Leading Digital Marketing Strategy Programme (on campus and online) and the Driving Digital Marketing Strategy Programme (online). He has designed, directed and delivered dozens of executive education programs or workshops for companies such as Google, Cartier, Moët Hennessy, Diageo Reserve, l'Oréal Paris, Pernod Ricard, Silversea Cruises, Ferrero, Adecco, Celgene, Sanofi, Abbvie, Biogen, Grünenthal, Takeda, Mizuho, Ajinomoto, Nitto Denko, HDFC Life, Hewlett Packard Enterprise and teaches in several of INSEAD’s flagship executive education programs. He has also launched and teaches MBA electives on (1) Digital and Social Media Strategy and (2) Value Creation in Luxury and Fashion.

A passionate educator, David has developed many pedagogical tools on data-driven marketing, customer centricity and digital transformation. He was in among the top 40 bestselling case authors worldwide in 2018 and 2019. He won the 2017 and 2018 best marketing case awards by the Case Center for his work on L'Oréal Paris’ big data and analytics strategy and the customer experience makeover at AccorHotels. He also won the 2019 EFMD case competition for his case on Air Liquide’s customer-centric digital transformation. David regularly accompanies business leaders in the digitalization of their organisations and is involved in selected business analytics and insights generation ventures.

A global citizen, David grew up in France and has lived in the USA (Chicago) and Japan. He currently lives in Singapore with his wife and two kids.

Latest posts

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How Social Media Makes for Happier Families

David Dubois

There is a hydraulic relationship between domestic happiness and exposure to social media content opposite to our views.


The Digital Transformation of the “Mad Men” Model

D. Dubois, J. Teoh

The ad agency business needs to reinvent itself and embrace the two key challenges of the coming decade.
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The Tension-Filled World of Luxury Consumption

David Dubois

Recent research highlights how luxury consumers are pulled in different, often contradicting directions.


Beyond Covid-19: Remodelling the Future of Fashion

D. Dubois, D. Teo

The industry is set to become less cyclical, less vicarious and more transparent.
1 comment


How Consumer Nudging Can Solve the Plastic Packaging Waste Crisis

M. Peshkam, D. Dubois

Until there is a major change in consumers’ behaviour towards plastic packaging waste, the widespread and tangible shifts the situation calls for are unlikely.


Building Digital Resilience Around the Customer

J. Niessing, D. Dubois, A. Bejjani

Resilient businesses use digital technologies, data and analytics to create long-term customer value.