Michèle Paulin

Professor & RBC Professorship in Strategic Relationship Marketing

Dr. Paulin’s focuses in linking Strategic Relationship Marketing in theory, research-education and practice; “Evolution or Revolution of Marketing in B2B, B2C and B2Community”. Her research and teaching relate to Paradigms from the European Nordic School of Networks and Relationships and the emerging Service-Dominant logic: from conventional single-firm perspective towards commitment to multi-party collaborative processes where “service” is the fundamental basis of all exchanges and the source of mutual value creation, whether achieved directly through intangible services (plural) or indirectly conveyed through physical products.

Dr. Paulin teaches Service Marketing, Business-to-Business Marketing, Relationship Marketing (MBA) and supervises graduate students interested in inter-disciplinary research exploring models where performance is viewed as interactive, collaborative and relational. Research interests: ethical service value systems and exchanges, customer focus strategy incorporating people, aesthetic-architecture systems and processes with an ecological balance; “customer focus” organizational behavior and relationships, service management concepts in B2B, B2C and B2Community; long-term inter-firm performance; community development in social marketing; dialog and concrete actions through social media, mass-customization and other means; Generation Y as future “community actors”. Her research portfolio includes international studies with “real subjects” in different services networks: banking, health care, hospitality, biotech and venture capitalists (Canada, Mexico, USA, France, Germany and Tunisia).

Dr. Paulin published in the: Journal of Business-to-Business Marketing, Journal of Service Management, Journal of the Academy of Marketing Science, Journal of Business Research, Health Marketing Quarterly, Journal of Small Business Enterprises, Quality Management in Services, European Journal of Marketing, International Journal of Service Industry Management, International Journal of Bank Marketing, Managing Service Quality, Revue Gestion and others. She presented papers at the: American Marketing Association Conferences, International Research Seminar in Service Management, International Customer Relationship Management, Naples Forum on Service, European Institute for Advanced Studies in Management, Industrial Purchasing and Marketing Conference on business-to-business services, Academy of Marketing Science, European Marketing Academy and European Academy of Management. Her team won the best paper track award at the AMA Conference (2008).

Dr. Paulin will host October 20th 2011, The Service-Dominant Logic: An Evolution Or Revolution In Marketing Theory And Practice? A One-Day Workshop With Dr. Stephen Vargo and Dr. Robert Lusch and a Four-University Panel of Montreal Marketing-Management Scholar Dr. J.-C. Chebat (HEC), Dr. T. Dotzel (McGill), Dr. Roy Toffoli (UQÀM), Dr. Richard Michon (Ryerson), Dr. R.J. Ferguson and Dr. Le Bel (JMSB) followed by a business seminar addressed to top executives in Montreal. Dr. Paulin co-chaired “Service Innovation”, 5th European Academy of Management (EURAM); co-organized the 9th International Colloquium in Relationship Marketing (ICRM). ICRM is held in prestigious universities (History of the Colloquium). Following ICRM, the International Business Seminar on Effective Relationship Management brought together the best innovative concepts and practices in the Relationship Marketing and Service Management (BB&T banks, Shouldice Hospital, Le Cirque du Soleil) and speakers (Dr. Schneider, Dr. Spekman, Dr. Gummesson and Dr. Piller).

Dr. Paulin was awarded research grants: Fonds Québécois de la Recherche sur la Société et la Culture (FQRSC); Fonds pour la Formation de Chercheurs et l'Aide à la Recherche (FCAR) and the RBC Professorship, Strategic Relationship Marketing (2010-2015). In addition to more than 50 publications and scientific presentations, grants and graduate student supervisions, Dr. Paulin has developed new venues for international research and student supervision with a broad perspective (North American, European and North African) to enhance education and research output with business and international research communities: (2000-2008) International visiting professor group with Dr. Reichwald at the Technische Universität München (TUM) (Munich, Germany); (2008- ) Prof. Dr. Frank Piller, Chair for Technology and Innovation and Management at RWTH (Aachen) and MIT visiting professor, Mass Customization and Professor Dr. Kathrin Möslein (University Erlangen), and; (2007- ) Dr. Bahia Bejar (ENIT University, Département de Génie Industriel, Tunis).

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Selected Research

Refereed Journal Articles

Ben Letaifa, S. and M. Paulin (2011), “Et si les banques agissaient comme catalyseur de l’innovation sociale et levier de développement des PME”, La Revue Gestion, Dossier Relation avec les Communautés, 36 (2), Summer, 79-88.

Paulin, M. and R.J Ferguson (2010), "Relational governance in interfirm exchanges: From transactional cost analysis to the service-dominant logic", Journal of Business-to-Business, 17 (4), 1-41.

Ferguson, R.J., M. Paulin and J. Bergeron (2010), “Customer Sociability and the Total Service Experience: Antecedents of Positive Word-of-mouth Intentions”, Journal of Service Management, 21 (1), 25-44.

Paulin, M. (2009), “La relation client: Hors service?”, Revue Gestion, Dossier Relation Client, 33 (4), 41-47.

Ferguson, R.J., M. Paulin and E. Leiriao (2006), “Loyalty and positive word-of-mouth: Patients and hospital personnel as advocates of a customer-centric health care organization”, Health Marketing Quarterly, 23 (3), 59-78.

Paulin, M., R.J. Ferguson and J. Bergeron (2006), “Service climate and organizational commitment: The importance of customer linkages”, Journal of Business Research, 59, 906-915.

Ferguson, R., M. Paulin and J. Bergeron (2005), “Contractual governance, relational governance and the performance of interfirm service exchanges: The influence of boundary-spanner closeness”, Journal of the Academy of Marketing Science, 33 (2), 217-234.

Ferguson, R.J., M. Paulin, C. Mueller and K. Moeslein (2005), “Relational governance, communication and the performance of biotechnology partnerships”, Journal of Small Business and Enterprise Development, 12 (3), 395-408.

Paulin, M., R.J. Ferguson and M. Payaud (2000), “Effectiveness of relational and transactional cultures in commercial banking: putting client-value into the competing values model”, International Journal of Bank Marketing, 18 (7), 328-337.

Paulin, M., R.J. Ferguson and M. Payaud (2000), “Business effectiveness and professional service personnel: Relational or transactional managers?”, The European Journal of Marketing, 34 (3/4), 453-471.

Bahia, K., M. Paulin and J. Perrien (2000), “Reconciling literature about client satisfaction and perceived service quality”, Journal of Professional Services Marketing, 21 (2).

Paulin, M., R.J. Ferguson and A-M Alvarez Salazar (1999), “External effectiveness of service management: A study of business-to-business relationships in Mexico, Canada and the United States”, International Journal of Service Industry Management, 10 (5), 409-429.

Ferguson, R.J., M. Paulin, C. Pigeassou and R. Gauduchon (1999), “Assessing service management effectiveness in a health resort: Implications of technical and functional quality”, Managing Service Quality, 9 (1), 58-65.

Paulin, M., J. Perrien, R.J. Ferguson, A-M Alvarez Salazar and M.L. Seruya (1998), “Relational norms and client retention: External effectiveness of commercial banking in Canada and Mexico”, International Journal of Bank Marketing, 16 (1), 24-31.

Paulin, M., J. Perrien and R.J. Ferguson (1997), “Relational contract norms and the effectiveness of commercial banking relationships”, International Journal of Service Industry Management, 8 (5), 435-452.

Book Chapters

Paulin, M., R.J. Ferguson and E. Leiriao (2008), “Loyalty and positive word-of-mouth: Patients and hospital personnel as advocates of a customer-centric health care organization”, in Health Care Marketing Innovations: Constructing Customer Experiences to Achieve High Performance, Haworth Press.

Paulin, M., R.J. Ferguson and M. Payaud (2006), “Service Management Effectiveness and Organizational Culture: A Modification of the Competing Values Model”, in C.P. Rao (ed.), New Perspective Marketing Series, Marketing and Multicultural Diversity, Ashgate Publishing Limited, England, 191-199.

Ferguson, R.J., M. Paulin et C. Pigeassou (1999), “Le marketing et le sport”, dans Les Sciences de la Performance à l’Aube du XXI e siècle, Dixièmes Entretiens du Centre Jacques-Cartier, P. Lanteri, A. Midol et I. Rogowski (eds.), Thème 1 Éthique, Sport et Société au XX1ième Siècle, 69-78.

Paulin, M. and J. Perrien (1996), “Measurement of Service Quality: The Effect of Contextuality”, In P. Kunst and J. Lemmink (Eds.), Managing Service Quality, Vol. II, University of Maastricht Press, Ch. 6, 79-96.

Refereed Conference Proceedings

M. Khadam, R. Ferguson, M. Paulin, M. Gagné and J.-M. Fallu (2011), “Two faces of facebook: Influence of self-and other-benefit appeals and self-determination motivation on the prosocial behavioural intentions of Generation Y (GENYS)”, 19th International Colloquium in Relationship Marketing (ICRM) – The Future of Relationship Marketing: A Technologically Connected Global Social Network, Saunders College of Business, Rochester Institute of Technology, 27-30th September , Rochester, NY.

Ben Letaifa, S. and M. Paulin (2011), “How national culture impedes entrepreneurship: The case of the information and communications technology sector in Quebec”, 7th Conference on Critical Management Studies, 8-13th July, Naples, Italy.

Paulin, M., R.J. Ferguson and J.-M. Fallu (2011), “Value co-creations in network partnerships: A service-dominant Logic view”, Naples Forum on Service, Service-Dominant Logic, Network & Systems Theory and Service Science, 14-17 thJune, Anacapri, Italy.

Paulin, M., R.J. Ferguson and J.-M. Fallu (2010),“Trustworthiness and value co-creation in interfirm relational exchanges”, 18th International Colloquium in Relationship Marketing (ICRM) , September 27-29th, Henley Business School, UK.

Ben Letaifa, S. and M. Paulin (2010), “Enhancing the relationships between banks and their stakeholders: How to bring back trust with small business customers”, 10th  EURAM Back to the Future, Hybrid Value Creation & Service-Dominant Logic, May 19-22nd, Rome, Italy.

Ben Letaifa, S. and M. Paulin (2010), “Comparative analysis of information and communication technologies and the banking industry”, 10th EURAM Back to the Future, Hybrid Value Creation & Service-Dominant Logic, May 19-22nd, Rome, Italy.

Paulin, M. and R.J. Ferguson (2010), “Inter-firm relational exchanges and the service-dominant logic”, 10th EURAM Back to the Future, Hybrid Value Creation & Service-Dominant Logic, May 19-22nd, Rome, Italy.

Ben Letaifa, S. and M. Paulin (2009), “Incorporating marketing strategy and management: The umbrella of the ecosystem theory”, The 2009 EIASM Naples Forum on Service: Service-Dominant Logic, Service Science, and Network Theory, June 17-21th, Anacapri, Italy.

Ben Letaifa, S. and M. Paulin (2009), “Une innovation sociale durable et éthique : Proposition pour redonner confiance aux clients des banques commerciales”, 77ième Congrès de l'Association francophone pour le savoir (ACFAS), May 11-12th, Ottawa , Canada.

Ben Letaifa, S. and M. Paulin (2009), “Pourquoi et comment innover par le relationnel durable? Transposer le modèle à succès de « l’innovation ouverte » des Technologies de l’information et des communications (TIC) au secteur financier”, 77ième Congrès de l'Association francophone pour le savoir (ACFAS), May 11-12th, Ottawa, Canada.

Ferguson, R. and M. Paulin (2009), “Relational Governance in Business-to-Business Exchanges: An Analysis of Twenty Years of Empirical Evidence”, Conference proceedings EURAM, May 11-14th, Liverpool, UK.

Durif, F., M. Paulin and J. Bergeron (2008), “The operationalization of Macneil’s relational norms in interfirm exchanges: A descriptive meta-analysis”, AMA Summer Marketing Educators’ Conference, August 8-11th, San Diego, USA.

Refereed Conference Presentations

Khadam, M., R.J. Ferguson, M. Paulin, M. Gagné, and J-M. Fallu (2011), “Antecedents of GENYS prosocial behaviour in a context of social media”, Research Seminar, Technology and Innovations Management RWTH (Aachen, Germany).

Paulin, M. (2010), “Value co-creation and inter-firm relational exchanges: Importance of diverse trustworthiness assessments in biotechnology partnerships”, ENIT (Tunisia, Tunis).

Paulin, M. (2009), "The limit of the Goods Dominant Logic in the Tunisian Tourism Services: How to develop a service oriented strategy?" ENIT (Tunisia, Tunis).

Paulin, M. (2008), “Customer relations: Ethical responsibilities of organizations”, MAIF (France, Niort).

Paulin, M. (2007), “How Relationship Governance in Business-to-Business Exchanges Leads to Longer-Term Business Performance?” ENIT (Tunisia, Tunis).

Paulin, M. (2007), "Seminar on Relationship Marketing: Impact on Business Performance", TUM (Germany, Munich).

Paulin, M. (2005), “La relation-client, un atout stratégique pour CIF”, Brive La Gaillarde, France, 8-9 Septembre.

Paulin, M. (2004), “Trouver une approche de concevoir la ville du XXI ième siècle: Un environnement social intégrateur, le service humain pour le client prestataire”, Logement Français, Paris, Avril.

Paulin, M. (2004), “Éviter le prêt à penser”, ASSDIR, Paris, Décembre.

Ferguson, R. and M. Paulin (2002), “MBA Program Rankings: Value Creation For Students?”, European Academy of Management II, Stockholm, Sweden, May 9-11th.

Paulin, M., J. Perrien and R.J. Ferguson (1998), “Organizational Culture and Services Management in Canada, Mexico and the United States: An Empirical Study of Commercial Banking”, The 1998 Multicultural Marketing Conference, Academy of Marketing Science, Montreal, Canada, September 17-20th.

Paulin, M., J. Perrien and R.J. Ferguson (1998), “Organizational Cultures In A Professional Business-to-Business Service Context: Implications for Business Performance and Long-term Relationships in Mexican Commercial Banking” proceedings of the 1998 Multicultural Marketing Conference, Academy of Marketing Science, Montreal, Canada, September 17-20th.

Ferguson, R. and M. Paulin (1997), “Le marketing et le sport”, Les sciences de la performance sportive à l’aube du XXI ième siècle, Les Entretiens Jacques Cartier, Lyon, December 8-10th.

Paulin, M., J. Perrien and R.J. Ferguson (1996), “Relational Contract Norms and the Effectiveness of Commercial Banking Relationships”, Proceedings, Fifth Annual Conference of the American Marketing Association, Frontiers in Services, Nashville (Tennessee), USA, October 3-5th.

Ferguson, R.J., C. Pigeassou, R. Gauduchon and M. Paulin (1996), “Comparison of quality assessments for core and complementary value-added services in a thalassotherapy resort”, The First International Alliance Congress on Sport Management, Montpellier, France, October 3-5th.

Pigeassou, C., R. Ferguson, R. Gauduchon and M. Paulin (1996), “Service quality in a thalassotherapy resort: A comparison of client and service deliverer assessments”, The First International Alliance Congress on Sport Management, Montpellier, France, October 3-5th.

Ferguson, R., C. Pigeassou and M. Paulin (1996), “The concept of strategy as a management tool for sport organizations”, The First International Alliance Congress on Sport Management, Montpellier, France, October 3-5th.

Ferguson, R.J., D. Ehling and M. Paulin (1995), “The theory and practice of developing strategy in sport organizations: The case of the Sport Medicine and Science Council of Canada”, Third Congress of the European Association for Sport Management, Budapest, Hungary, September.