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Jean-Claude G. Usunier

Emeritus Professor, University of Lausanne (Faculty of Business & Economics, HEC), Switzerland

Anthropole 3061, CH-1015 Lausanne-Dorigny


Tel. 00 41 21 692 60 61 / fax : 3305 -


Married, two daughters - Swiss and French National




1984: Agrégation de Sciences de Gestion, Marketing

1980: PhD in international economics (University of Paris / Doctorat HEC); Dissertation topic: An econometric study of long term changes in international trade networks.

1975: Master in European and international economics (University of Paris)

1974: Master in European and international law (University of Paris)

1972: Master in business studies, major in international business (Diplôme de l'Ecole des Hautes Etudes Commerciales, H.E.C., Paris)


Academic positions


From September 2000: Department of Marketing, HEC, University of Lausanne. Courses taught: basic marketing, industrial marketing, international marketing, business negotiations, Research methods in management

From 1996 to 2000: Professor of marketing and international business, Louis-Pasteur University (ULP), Strasbourg. In charge of the international business graduate programme

From 1985 to 1996: Graduate School of Business (IAE), Université Pierre Mendès-France, Grenoble (France), professor of marketing and international business

From 1980 to 1985: Ecole Supérieure de Commerce de Paris (now Paris Graduate School of Management ESCP-EAP), assistant professor in charge of international business courses and the international business concentration



Teaching experience as a visiting professor


International Institute for Studies and training (IIST, Fujinomiya Japan), February-April 1982.

Helsinki School of Economics (Finland): autumn 1984, July-August 1991; September 1993, July 1994, July 1999.

University of California at Los Angeles (U.C.L.A.), visiting professor, Spring quarter 1989.

Université Laval, Québec (Canada), October 1990.

University of Lausanne and University of Geneva (Switzerland), visiting professor, 1991-2, 1999.

University of Porto (Portugal) : visiting professor 1998, 2000

University of Freiburg (Germany) : guest professor (1995 to 2000).

University of Western Australia, Perth, 2009, Alcoa Guest Professor, 2015 BHP-Billiton Guest Professor.


Business Experience


January 1979 - December 1983: associate founder of Status, short term business forecasting company, sold to Compagnie Générale d'Informatique in 1983.

September 1977 - October 1978: sales forecasting analyst in Empain-Schneider group.

June 1972 - August 1976: full-time consultant at M2I, market research and consultancy on European and world markets for industrial goods and equipment.


Collaboration to academic journals


International Hournal of Cross-Cultural Management, member of the editorial board

Management International Review, member of the editorial board

Journal of Business Research, member of the editorial board (IB)

International Marketing Review, member of the editorial board

Journal of World Business, member of the editorial board

Journal of Teaching in International Business, member of the editorial board

International Business Review, member of the editorial board

Occasional reviewer for International Journal of Electronic Commerce, Journal of Business Communication, Revue Française de Gestion, and Revue Française du Marketing


Selected recent publications


Articles in peer-reviewed journals


"A comparison of trust and reciprocity between France and Germany: experimental investigation based on the investment game", Journal of Economic Psychology, 24(4), August 2003, 447-466 (with Marc Willinger, Claudia Keser, and Christopher Lohmann).


“Personifying Country of Origin Research”, Management International Review, vol. 43, no.4, 2003, 383-406. (with Israel D. Nebenzahl and Eugene D. Jaffe).


"Comment enseigner la négociation d'affaires", Revue Française de Gestion, 153 (November-December), 2004, 63-86.


"The Effect of Perceived Brand Name–Logo Coherence on Brand Attitudes," in Advances in Consumer Research, Vol. XXXIII, eds. Cornelia Pechmann and Linda Price, Association for Consumer Research: San Antonio TX, 2005 (with B. Kocher and S. Czellar).


Usunier J.-C., "Relevance Versus Convenience in Business Research: The Case of Country-of-Origin Research in Marketing," European Management Review, 2006 (3), 60-73.


"A Test of the Quasi-Circumplex Structure of Human Values", Journal of Research in Personality, Forthcoming 2007, 41, 820-840  (with Amandine Perrinjaquet, Olivier Furrer, Ghislaine Cestre, and Pierre Valette-Florence).


«Cognitive, Demographic, and Situational Determinants of Service Customer Preference for Personnel-in-Contact over Self-Service Technology» International Journal of Research in Marketing, 2007 24(2),  (with Françoise Simon).


"The Time-Styles Scale: A Review of Developments and Replications over 15 years", Time and Society,  2007, 16(2/3), 349-382 (with Pierre Valette-Florence).


"Product Ethnicity: Revisiting the Match Between Products and Countries," Journal of International Marketing, 2007, 15(3), 32-72 (with Ghislaine Cestre).


"Further Considerations on the Relevance of Country-of-Origin Research," European Management Review, 2008, 5 (December), 271-274, (with Ghislaine Cestre).


"Cultural, national, and industry-level differences in B2B Web site design and content," International Journal of Electronic Commerce, Winter 2009–10, 14(2), 41–87 (with Nicolas Roulin and Bjoern Ivens).


"The Influence of High- and Low-Context Communication Styles on the Design, Content, and Language of Business-to-Business Web Sites, Journal of Business Communication, 47(2), April 2010, 189-227 (with Nicolas Roulin).


“Language as a Resource to Assess Cross-cultural Equivalence in Quantitative Management Research”, Journal of World Business, 2011,46(3), 314-319.


“The Shift from Manufacturing to Brand Origin: Suggestions for improving COO relevance”, International Marketing Review, 28(5), 2011, 486-496.


"The Perceived Trade-Off Between Corporate Social and Economic Responsibilities: A Cross-National Study", International Journal of Cross-Cultural Management,  11(3), December 2011, 279-302 (with Olivier Furrer and Amandine Perrinjaquet).


“Corporate Branding: An Interdisciplinary Literature Review”, European Journal of Marketing, 46(5), May 2012, 733-753 (with Marc Fetscherin):

“Does the trust game measure trust?”, Economics Letters, 115 (2012), 20–23 (with Marius Brülhart).

“Comparative Thick Description: Articulating similarities and differences in local consumer experience”, International Marketing Review, 2013, 30(1), 42-55 (with Stéphane Sbizzera).

“La rhétorique circulaire du monolinguisme anglais dans le domaine de l’économie et du management”, Bulletin Suisse de Linguistique Appliquée, Numéro spécial, 2013, 107-120.

“Comparative Thick Description: Articulating Similarities and Differences in Local Beer Consumption Experience”, in Advances in Global Marketing - A Research Anthology, edited by Leonidas C. Leonidou, Constantine S. Katsikeas, Saeed Samiee, and Bilge Aykol, New-York: Springer, forthcoming 2017.



International Business Negotiations, second edition, Pergamon/Elsevier: Oxford, 2003 (with Pervez N. Ghauri).


Marketing International: Développement des Marchés et Management Interculturel, 2nd edn, Librairie Vuibert, Paris, 2004 (Prix de l'académie des Sciences Commerciales 2004), with Nathalie Prime.

AIDS and Business, New-York, Routledge (with Saskia Faulk), 2009.


Marketing Across Cultures, Pearson, 6th edition, 2013 (with Julie Lee).

Religions as Brands: New Perspectives on the Marketization of Religion and Spirituality, Farnham: Ashgate, 2014 (with Joerg Stolz).

Marketing International: Marchés, Cultures et Organisations, Paris : Pearson, 2nd edition, 2015 (with Nathalie Prime).

Pratique de la Prévision des Ventes, Paris, Economica, 6th edition, (with Régis Bourbonnais), 2017.

International and Cross-Cultural Business Research, London, Sage Publications, 2017 (with Hester Van Herk and Julie Lee) .

Internef - CH-1015 Lausanne - Suisse - Tél. +41 21 692 33 00 - Fax +41 21 692 33 05