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Wilfrid Laurier University School of Business & Economics
November 24, 2014
 
 
Canadian Excellence

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School of Business & Economics

Laurier welcomes research chair in market insight and innovation

Oct 19/11

WATERLOO — Laurier’s School of Business & Economics is pleased to welcome Dr. Tripat Gill as a Canada Research Chair (CRC) Tier II in Market Insight and Innovation.

Gill comes to Laurier from the University of Ontario Institute of Technology (UOIT), in Oshawa, where he previously held a faculty position in UOIT’s Marketing department.

Gill is a researcher in the consumer adoption of new products/technological innovations, brand management, and the applications of evolutionary psychology in marketing. His research has been supported by several prestigious research grants from the Social Science and Humanities Research Council of Canada (SSHRC), the University Grants Commission in India, and the Marketing Science Institute in Boston.

“Having a CRC Tier II Chair at Laurier is very exciting to me,” said Gill. “I’m pleased that Laurier places such a strong emphasis on the importance of research.”

Gill has published in leading marketing journals, including the Journal of Marketing, Journal of Consumer Psychology, Journal of Business Research, Psychology & Marketing, and Marketing Letters. In other disciplines, his research has been featured in the Journal of Social Psychology, Journal of Bio-Economics, and Applied Economic Letters.

When asked what his research will focus on next, Gill said that he is currently investigating the adoption of new products that disrupt existing category stereotypes, for example, high-technology products that cross category boundaries (such as Smartphones), and products that target counter-stereotypical market segments (such as face-grooming products for men).

In addition to his CRC Tier II position, Gill has also received funding from the Canada Foundation for Innovation to establish a consumer research lab.

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