David Dubois

Associate Professor of Marketing at INSEAD Business School

Biography

INSEAD Business School

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.

PUBLICATIONS

  • JOURNAL ARTICLES - Sharing with Friends Versus Strangers: How Interpersonal Closeness Influences Word-of-Mouth Valence - Journal of Marketing Research
  • JOURNAL ARTICLES - Dynamics of Communicator and Audience Power: The Persuasiveness of Competence Versus Warmth - Journal of Consumer Research
  • JOURNAL ARTICLES - Power and Morality - Current Opinion in Psychology
  • JOURNAL ARTICLES - Social Class, Power, and Selfishness: When and Why Upper and Lower Class Individuals Behave Unethically - Journal of Personality and Social Psychology
  • CASE STUDIES - Ombre, Tie-Dye, Splat Hair: Trends or Fads? “Pull” and “Push” Social Media Strategies at L’Oréal Paris
  • JOURNAL ARTICLES - Power gets the Job: Priming Power Improves Interview Outcomes - Journal of Experimental Social Psychology
  • JOURNAL ARTICLES - Power and Consumer Behavior: Power Shapes Who and What we Value - Journal of Consumer Psychology
  • JOURNAL ARTICLES - Super Size Me: Product Size as a Signal of Status - Journal of Consumer Research
  • JOURNAL ARTICLES - From Rumors to Facts, and Facts to Rumors: The Role of Certainty Decay in Consumer Communications - Journal of Marketing Research
  • JOURNAL ARTICLES - Power and Choice: Their Dynamic Interplay in Quenching the Thirst for Personal Control - Psychological Science
  • JOURNAL ARTICLES - Generous Paupers and Stingy Princes: Power Drives Spending on One'sSelf versus Others - Journal of Consumer Research
  • JOURNAL ARTICLES - The Accentuation Bias: Money Literally Looms Larger (and Sometimes Smaller) to the Powerless - Social Psychological and Personality Science
  • JOURNAL ARTICLES - Brand Magic: Harry Potter Marketing - Harvard Business Review

RESEARCH AREAS

Digital Consumer Behavior, Digital Transformation, Data-Driven Marketing, Data & Consumer Science, Big Data, Omnichannel Experience, Virality, Psychology of Technology, Social Influence, Brand Management, Luxury & Fashion Goods, Consumer Advocacy on Social Media, Social Media Strategy

TEACHING AREAS

Data-Driven Marketing, Digital Analytics, Digital Transformation, Customer-Centric Strategy, Customer Experience Design & Management, Digital Influence and Advocacy, Social Media Strategy, Social Media Analytics, Search Analytics, Communication & Crisis Management, Marketing Management, Luxury and Fashion Management

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Courses Taught

Read about executive education

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