Serge Lafrance


Serge Lafrance has over 25 years of experience in management, marketing consulting and teaching.

After completing his undergraduate (1986-1989) and graduate (1990-1991) studies in marketing at the University of Sherbrooke (Canada), Serge Lafrance joined CISC (Centre for International Studies and Cooperation) as a food distribution consultant for a cooperative group on a one-year assignment in Burkina Faso, West Africa.

On his return, he joined the marketing department at the University of Sherbrooke as a lecturer and substitute professor and taught there until 1997. During this period, he also spent some time in Montpellier, France, completing a Doctorate in management and marketing (DEA)

He has taught several courses, including International Marketing, Marketing Decisions, Marketing Policies, and Marketing Management, as well as special marketing seminar for undergraduate, MBA, EMBA and M.Sc. programs. He was also voted “best teacher” in the Administration Faculty two years in a row (1993 and 1994).

After founding his own market research and consulting company in 1994, he then joined the Léger Group Inc. in 1997 and went on to become Vice-President of Research (1997-2000), Vice-President of Marketing (2000-2008), Executive Vice-President, USA (2009-2012) and Chief Marketing Officer (2012-2013) of the organization.

Now, Serge Lafrance is Associate Professor (HEC Montreal) and Senior Advisor at HEC Executive Education Center.

He has also published and co-authored several book chapters and dozens of articles in scholarly and business journals and was awarded the prize for “Best Paper” by the Canadian Journal of Marketing Research (CJMR) in 2006.

He has been a keynote speaker and lecturer on a variety of marketing strategy-related topics throughout Canada and the United States, as well as some 15 countries in South America, Europe and Africa.

He has a keen interest in international business and has spent time in Cameroun (1 year), Burkina Faso (1 year), France (1 year), Asia (5 months) and the United States (2 and half years) and has visited some 50 countries worldwide.

He has also served as member of the following Board of Directors: Belley Canada (2004-present), The Literacy Foundation - Quebec-Canada (2006-2008), The Research Intelligence Group (TRIG)/USA (2009-2012) and The Consultative Committee, PhD. Program Evaluation, HEC Montreal (2012-present).