Jean-Jack Cegarra

Professor Jean-Jack Cegarra is a University Professor of Marketing at iaelyon School of Management, Jean Moulin University Lyon 3. He previously served as Deputy Managing Director for Human Resources (2018–2023) and holds membership in CNU Section 06 (Management Sciences). His research focuses on Brand Management, International Marketing, and Innovation Management, with emphasis on synergistic effects between quality management systems and market strategies. He leads the Marketing Research Group and has authorization to direct research.

Research interests include the interplay between quality standards (e.g., ISO 9001), marketing capabilities, and product innovation. Notable themes include co-branding dynamics, consumer risk perception in pharmaceutical markets, and regional brand development. His work bridges theoretical frameworks with practical applications, addressing contemporary challenges in global markets and organizational innovation.

Publications span topics such as brand equity, innovation ecosystems, and strategic marketing alignment. His contributions highlight cross-functional collaboration effects, market responsiveness under uncertainty, and the role of brand capital in substitution behaviors.