Professor Pierre R. Berthon
Clifford F. Youse
Chair of Marketing

Prof. Berthon’s teaching, research and consulting work focus on e-commerce, marketing and management decision-making. A longtime observer of the ways in which technology shapes us, Pierre Berthon has lately turned his attention to a related phenomenon: the ways in which we shape technology. In particular, Prof. Berthon is focusing on the emergence of the “creative consumer” — individuals who adapt and transform technology, and by extension consumer products, in ways that challenge corporate brand ownership.

In the February 4th issue of TIME magazine, Prof. Berthon is featured in an ad where he discusses the rise of the creative consumer and the loss of corporate control over brands in the marketplace. The ad invites readers to a special faculty research website for further “conversations” with Prof. Berthon.