Bruno Lussier is an Assistant Professor in Marketing at HEC Montréal. He holds an MBA in Management from Université Laval and a PhD from Université de Grenoble. He conducts research on retail, effectiveness of the sales force, relationship-based marketing, sales management and business-to-business (B2B) marketing. His work has been published in various academic and business publications. Prior to his academic career, he was a counselor, trainer and sales manager in several pharmaceutical firms, where he provided customized business solutions and sales information to internal and external customers.