On 13 March 2021, a great expert in marketing research and an esteemed ESCP colleague passed away. Prof. Jean-Claude Andréani was a talented Professor and an insightful professional.
Professor Andréani was an Emeritus Professor at the marketing department at the Paris Campus, where he created the Specialized Master in Marketing Management for the Pharmaceutical Industry and Biotechnology in 1986. For many years he was the Scientific Director of this programme. He was also a Visiting Professor at the School of Management of the Ca’ Foscari University in Venice, where he created a double degree diploma between ESCP and Ca’ Foscari.
Before joining ESCP and even while he was a Professor at the marketing department, Jean-Claude had a successful professional career. He worked for Sanofi and Merck & Co before creating the INSEMMA Market Research agency, which is still one of France's leading qualitative marketing research agencies.
Professor Andréani held a Ph.D. in management science from la Sorbonne and the French qualification for Ph.D. supervision. He was a member of the editorial board of the Revue Française du Marketing and the Italian Micro-Macro Marketing journal. His theoretical and applied research dealt with various aspects of Marketing: Qualitative research methodologies, Marketing Trends, Marketing-Communication, and Pharmaceutical Marketing. He published nearly 50 scientific articles and contributions in Academic Journals and at International Congresses and lectured in French, Italian and English.
He published his first research in pharmaceutical marketing as early as 1983 when it was still a relatively new field. A visionary approach, as nowadays, under the label of life science marketing, pharmaceutical marketing is one of the few marketing domains that have established an own industry-specific research stream. Professor Andréani coordinated three issues of the Revue Française du Marketing on General Practitioner's Promotion and on critical success factors in Pharmaceutical Marketing.
Through his consulting activities, business experience, and involvement with business leaders at the Insemma Institute, Professor Andréani built an extensive academic and professional network in France and Italy. This network led to the creation of an international conference. With his co-chair, Prof. Umberto Collesei of Ca’ Foscari University of Venice, the Italian partner institution, the first edition of the International Marketing Trends Conference (IMTC) took place in 2000. The annual conference, held alternately in Paris and Venice, quickly became the gathering of the international academic and marketing community.
The original idea of the IMTC, very much in line with the European thought, was that researchers could present their research in their native language and did not need to use English, the traditional language of marketing conferences. Young researchers did not hesitate to come, as they were less intimidated and confident. The IMTC also welcomed marketing professionals, thus mixing researchers and practitioners - which is very rare in academic conferences - and a guarantee for stimulating dialogue. The conference made a permanent impression on all its participants. The spirit of the conference translated into the Journal of Marketing Trends, created in 2011.
Last January, the 20th edition of the conference took place in Venice. During this conference, Jean-Claude Andréani and Umberto Collesei were presented with the Management Impact Awards, acknowledging their Contribution to Management Practice in Marketing.
The ESCP community has lost a custodian of knowledge and professional know-how in Market Research, Consumer Goods, and Pharmaceutical Marketing, its Corsican delegate in Paris, and a good friend.
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