Skip to main content
christen b&w.jpg

Markus Christen


Markus Christen is a Professor at HEC Lausanne, University of Lausanne. Previously he was Associate Professor of Marketing at INSEAD. His research interest focuses on the development of profitable marketing strategies. One area of inquiry concerns substantive and methodological questions about the cost and profit implications of market entry strategies (innovation vs. imitation). A second research stream examines managers' acquisition of information for strategic decisions and the extent to which managers' ability to accurately forecast sales is related to the ultimate performance of new products and product lines. His work has appeared in Marketing Science, the Journal of Marketing Research, the Journal of Marketing, Management Science, the Harvard Business Review, and the Financial Times. He is a member of the American Marketing Association and the Institute of Management Science.

Professor Christen holds a PhD in Marketing from the Fuqua School of Business at Duke University, an MBA from the University of Oregon in Eugene, and a master degree in mechanical and industrial engineering from the Swiss Federal Institute of Technology in Zurich. Prior to joining INSEAD, he worked in industry for several years, as a production engineer, consultant and marketing manager.

Read case studies by Markus here.

Latest posts

Sort by


Why Forcing Market Change Is Good Strategy

Apple is forcing change on the market again and that’s no bad thing.


How to Market a Revolution

Every so often, an innovative product fails to achieve widespread adoption because companies don’t connect the dots for consumers.
1 comment