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Christian Dussart is a full professor at HEC Montreal and visiting professor at HEC Paris. He received his higher business degree from France in 1973 and his PhD from Catholic University of Louvain-la-Neuve, Belgium in 1981. His areas of expertise include customer value creation, social media marketing, digital marketing strategy, and globalization. Currently, his research focuses on reinventing business models with an effectual approach and service-dominant logic of marketing. He has published over 100 art

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