Pierre-Yann Dolbec

Pierre-Yann Dolbec is an Associate Professor at the John Molson School of Business, Concordia University. He researches how firms and consumers navigate tensions in the values and beliefs that drive organizational and consumer behavior. For example, his work has examined how religious organizations adapt to market pressures and how coffee firms balance aesthetic quality with profitability. His research has been published in top journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Journal of the Academy of Marketing Science. He has received nearly a million dollars in grant funding and frequently interacts with the press. As an engaged educator, he has written a first open textbook on digital marketing and a second on AI and marketing.