LONGUET Patrick, PhD

Associate Professor

Speciality : Marketing
Expertise : Entrepreneurship and Innovation Management

EDHEC Business School
393/400 Promenade des Anglais - BP3116
06202 Nice cedex 3 - France
Tel.: + 33 (0)4 93 18 99 66
Fax : + 33 (0)4 93 83 08 10

Email : patrick.longuet@edhec.edu

Bio

Professor Longuet has been working in the faculty until 2000.

His company experience in Marketing makes him particularly appreciated by the students he coaches for project Management. He also provides advice for the working placement in Marketing and careers.

He teaches many courses, to different programs, even on line, and more precisely : Market surveys and Communication.

He has recently written a new case study, based upon the practice of Marketing in fast moving goods companies, in which students, working in teams, have to make a general marketing diagnosis. The emphasis is put on decision making and competitiveness.

On the other hand, his research is dedicated to Food industry, and risk analysis in particular. In a context of recent crisis (such as Listeria in cheeses, Dioxine with Coca cola, benzene with Perrier, and ESB with red meat) the objectives are to better understand what are the processes implicated in the risk perception, what impact they have on the consumer attitudes and purchase, and above all, what can be efficiently done to face it.

More and more, the focus is put on digital implications, particularly when a company wants to integrate social networks and new digital tools, to create the buzz effect or target Millenials for instance.

Documents to download

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CV - Patrick Longuet, PhD...
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Publications edhec