David Gotteland

David Gotteland is a Professor of Marketing at Grenoble Ecole de Management. He holds a Ph.D. in Marketing from EM Lyon, an HDR (Habilitation à Diriger des Recherches), and a Master in Psychoanalysis. His research focuses on innovation strategies, market orientation, and consumer behavior. He has co-authored five books, including Making Innovation Last (2016), and served as Editor of Recherche et Applications en Marketing (2018–2021). He advises organizations like EDF, GDF, and Michelin on strategic innovation and market orientation.

His research spans innovation sustainability, leadership's impact on market orientation in SMEs, and psychoanalytic approaches to consumer desire. He has received FNEGE awards (2018, 2020) for case studies. His work integrates theoretical frameworks with practical applications, emphasizing organizational culture transformation and complaint management efficiency.

Key contributions include validating the Market Orientation Development Process (MODeP), analyzing CEO sociodemographic influences on market orientation, and exploring analogical thinking in innovation. He advocates for ethical marketing practices aligned with post-growth societal needs.