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Christine Lai

Christine LAI-BENNEJEAN is an Associate Professor of Marketing at EMLYON Business School. She holds an MBA in International Business from National Chiao Tung Univeristy at Taiwan, a Master specialized in Business Administration Research at ESSEC and a Ph.D. in Marketing, specialized in sales force management at ESSEC Business School. Her research interests have revolved around enhancing the connection between a firm and its customers and prospects. Specifically, her research focuses on frontline management with a focus on sales force satisfaction and motivation and seller-buyer negotiation, team selling and key account management and sales & marketing education. Her works have been published in Journal of Personal Selling & Sales Management, Journal of Marketing Theory and Practice and Journal of Business Strategy, as well as in the proceedings of international conferences. 

Before joining EMLYON, Christine was an Associate Professor at the Faculty of Business Administration at Laval University in Quebec, Canada. Prior to her arrival at Laval University, she was a visiting scholar at the Bauer College of Business, University of Houston, TX, USA. Christine is associated with several academic research instructions and serves at leadership board in National Conference in Sales Management and research grant evaluation committee from Fonds de recherché société et culture Québec (FRQSC). She was the 47th AMA Sheth Foundation Doctoral Consortium Fellow and has received the research grant award at the 2010 National Conference in Sales Management.

 Christine teaches undergraduate and graduate courses on selling and sales management and has given executive training in B2B marketing for companies. Her teaching has been recognized for her teaching through two Faculty Teaching Excellent Awards – Distinction Socrate in 2016 and 2017 from Laval University. Prior to entering academia, she worked as a sales executive in an IT manufacturer in Taiwan. Currently, she works with a number of firms from different sectors such as insurance companies, B2B communication service providers and industrial manufacturers on developing customized sales force motivation programs.

Selected Publications

– Lai Bennejean, Christine and Beitelspacher, Lauren (2020), Impacts of salespeople’s biased and unbiased performance attributions on job satisfaction: the concept of misattributed satisfaction, European journal of marketing, forthcoming.

Lai, C.J. , Gelb, B. (2019) Another Look at Motivating – and Retaining – Salespeople, Journal of Business Strategy, FORTH

Lai, C.J., Yang, Ying. (2017) The Role of Formal Information Sharing in Key Account Team Effectiveness: Does Informal Control Matter and When, Journal of Personal Selling & Sales Management, 37 (4): 313-331 p.

Lai, C.J. (2016) The Effect of Individual Market Orientation on Sales Performance: An Integrated Framework for Assessing the Role of Formal and Informal Communications, Journal of Marketing Theory and Practice, 24 (3): 328-343 p.

Lai, C.J., Gelb, B. (2015) Key Account Teams: Success Factors for Implementing Strategy, Journal of Business Strategy, 36 (4): 48-55 p.