He teaches marketing strategy, market-driven innovation, product development, market research, business and channel marketing in the MBA, MSc and EMBA programs of McGill-HEC Montréal. His research on the creation of a market-oriented corporate culture has earned him several international awards, including the 2014 Sheth Foundation/Journal of Marketing Award for Best Article published in the Journal of Marketing between 2004 and 2008. He currently serves on the Editorial Review Boards of the Journal of Marketing and the International Journal of Research in Marketing. He worked as a consultant and executive in the industry for thirteen years before obtaining his PhD in Marketing from the Kellogg School of Management, Northwestern University.