Branding and advertising energy drinks as elixirs of sexual prowess and risk taking makes for a dangerous mixer with alcohol.
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The old ways of running a company won’t cut it in a digital world.
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Pierre Chandon
Pierre Chandon is the L’Oréal Chaired Professor of Marketing, Innovation and Creativity at INSEAD in France and the Director of the INSEAD Social Science Research Centre. He holds a PhD from HEC Paris and an MS from ESSEC. Prior to joining INSEAD, Pierre Chandon was a faculty of the London Business School and of the University of North Carolina at Chapel Hill. He has also held visiting positions at Kellogg, Wharton, and Harvard Business School.
His primary research interests focus on the effects of marketing (e.g., packaging design and health claims) and emotions (e.g., football defeats) on food choices. He has published in marketing and psychology journals, such as Psychological Science, Journal of Consumer Research, Journal of Marketing Research, and Journal of Marketing but also in nutrition and medical journals, such as Obesity, Nutrition Reviews, and Annals of Internal Medicine. His research has been the subject of media coverage in Europe and in the US by, among others, The New York Times, The Economist, The Financial Times, The Wall Street Journal, USA Today, NPR, Cosmopolitan, and the Rush Limbaugh show.
Pierre Chandon received the 2012 O’Dell award for his Journal of Marketing Research article on calorie underestimation, which was judged to have made the most significant long-term contribution to marketing. His Journal of Consumer Research article on “health halos” won the 2010 JCR award for the best article published that year. His Journal of Marketing articles on in-store attention and evaluation and on self-generated validity were both finalist for the Marketing Science Institute /H. Paul Root Award. He is a past associate editor of the Journal of Consumer Research and is currently on the editorial boards of the Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology, and Recherche et Applications en Marketing.
Pierre Chandon has written numerous case studies that have won case writing awards, including the global ecch best case award in 2006 (marketing category), 2007 (marketing category and overall award), 2008 (overall award), and 2012 (overall award). He has worked with consumer and luxury goods companies including Danone, Procter & Gamble, Unilever, Ferrero, LVMH, L’Oréal and for various governmental organisations.
At INSEAD, Pierre Chandon teaches brand management in the MBA, EMBA, and executive education programmes. He has been nominated multiple times for the Best Teacher award and has received the Dean’s Commendation for Excellence in teaching every year since its inception.
Read case studies by Pierre here.
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