Simon Sigue, PhD

Dr. Simon Sigué joined the Faculty of Business in 2001. In addition to his position at Athabasca University, Dr. Sigué is a Professor Extraordinaire at Tshwane University of Technology, South Africa, an honorary professor at the Universidad de Los Andes (AACSB & EQUIS accredited), Colombia, and an adjunct professor at Kwame Nkrumah University of Science and Technology, Ghana. Previously, Dr. Sigué taught at ESSEC of Douala in Cameroon and worked as a visiting researcher at the University of Southern Denmark, Denmark. Before joining academia, he served as a sales manager for two years.

Dr. Sigué obtained his DESC from ESSEC of Douala and his MSc and PhD in business administration with a concentration in marketing and management science from HEC Montreal (AACSB & EQUIS accredited). His research covers the following topics: franchising, marketing channel, customer relationship management, game theory, international marketing and trade, and corruption.

Dr. Sigué has received several academic awards, including the Best Ph.D. Thesis Award at HEC Montréal, the Best Conference Paper Award of the Academy of Marketing Science, and the Outstanding Service Award of the International Academy of African Business and Development. One of his co-authored papers was a 2006 Journal of Service Research Best Article Award finalist. Dr. Sigué is the editor of Journal of African Business and serves on the editorial boards of Cameroon Management Review, Journal of Business Research, and Journal of Marketing Channels. He also serves as a referee for several other leading marketing, management science, and operational research journals, including Automatica, Dynamic Games and Applications, European Journal of Operational Research, International Game Theory Review, Journal of Optimization Theory and Applications, Journal of Retailing, Management Science, and Marketing Science.

Introduction to Marketing (undergraduate course)
International Marketing (undergraduate course)
Marketing Strategy (undergraduate course)
Advertising and Promotions (undergraduate course)

Books and Monographs

  • Sigué, S.P. and Rebolledo, C. (2003), La franquicia en Colombia: Teorías, realidades y perspectivas. Grupo Editorial Norma, Bogota.
  • d’Astous, A., Sanabria, R.T., Sigué, S.P.(2003), Investigación de Mercados: una manera de conocer preferencias, comportamientos y tendencias, Grupo Editorial Norma, Bogota.
  • Sigué, S.P. (editor), (2002), Gérer pour la croissance au Cameroun, L’Harmattan, Paris.
  • Sigué, S.P. (2001), Advertising decisions in franchising: Who should do what? Monografías de Administración N0. 59, Serie Mercados, Ediciones Uniandes, Bogota.

Selected Refereed Journal Articles

  • Karray, S. and Sigué, S.P. (2017), “Informational and/or transactional website: Strategic choices in a distribution channel,” Electronic Commerce Research and Applications. Available online.
  • Karray, S. and Sigué, S.P. (2017), “Joint advertising of complementary products sold through an independent retailer,” International Journal of Production Research.
  • Chatterjee, P., Karray, S. and Sigué, S.P. (2017),“Cooperative Advertising Programs: Are Accrual Constraints Necessary?” International Transactions in Operational Research (forthcoming).
  • Martín-Herrán, G. and Sigué, S.P (2017), Retailer and Manufacturer Advertising Scheduling in a Channel. Journal of Business Research, Vol. 78, 93-100.
  • Karray, S., Martín-Herrán, G., and Sigué, S.P. (2017), “Cooperative Advertising for Competing Manufacturers: The impact of Long Term Promotional Effects” International Journal of Production Economics, Vol. 184, 21-32.
  • Martín-Herrán, G. and Sigué, S.P (2017), “An Integrative Framework of Cooperative Advertising: Should Manufacturers Continuously Support Retailer Advertising?” Journal of Business Research, Vol. 70, 67-73.
  • Karray, S. and Sigué, S.P. (2016), “Should Companies Enter Joint Promotions for Complementary Products when they Compete in Other Product Categories?” European Journal of Operational Research, Vol. 255, No. 2, 620-630.
  • Jørgensen, S. and Sigué, S.P. (2015), “Defensive, Offensive, and Generic Advertising in a Lanchester Model with Market Expansion,” Dynamic Games and Applications, Vol. 4, No. 5, 523-539.
  • Karray, S. and Sigué, S.P (2015), “A game-theoretic model for co-promotions: choosing a complementary versus an independent product ally,” Omega, Vol. 54, 84-100.
  • Martín-Herrán, G. and Sigué, S.P (2015), “Trade Deals and/or On-Package Coupons,” European Journal of Operational Research, 241, 541-554.
  • Biboum, A.D. and Sigué, S.P. (2014), “Conflict in Supplier-Retailer Relationships in the Brewery Industry in Cameroon,” Journal of African Business, Vol. 15, No. 2, 75-84.
  • Martín-Herrán, G., Sigué, S.P., and Zaccour, G. (2014), “Downstream Horizontal Integration and Multi-Unit Dealership,” International Transactions in Operational Research, Vol. 21, No. 2, 81-101.
  • Fruchter, G. and Sigué, S.P. (2013), “Dynamic Pricing for Subscription Services,” Journal of Economic Dynamics & Control, 37, No. 11, 2180-2194.
  • Sigué, S.P and Bonsu, S.K. (2012), “Influence Strategies and Channel Member Satisfaction in Cameroon,” Journal of African Business, Vol. 13, No. 3, 200-208.
  • Martín-Herrán, G., McQuitty, S., and Sigué, S.P. (2012), “Offensive versus Defensive Marketing: What is the Optimal Spending Allocation?” International Journal of Research in Marketing. Vol. 29, No.2, 210-219.
  • Martín-Herrán, G. and Sigué, S.P. (2011), “Prices, Promotions, and Channel Profitability: Was the Conventional Wisdom Mistaken?” European Journal of Operational Research, Vol. 211, No. 2, 415-425.
  • Martín-Herrán, G., Sigué, S.P., and  Zaccour, G.  (2011), “Strategic Interactions in Traditional Franchise Systems: Are Franchisors Always Better Off?” European Journal of Operational Research, Vol. 213, 526-537.
  • Martín-Herrán, G., Sigué, S.P., and  Zaccour, G. (2010), “The Dilemma of Pull and Push Price Promotions,”  Journal of Retailing, Vol. 86, No. 1, 51-68.
  • Musila, J. and Sigué, S.P. (2010), “Corruption and International Trade: An Empirical Investigation of African Countries,” The World Economy, Vol. 33, No. 1, 129-146.
  • Fruchter, G. and Sigué, S.P. (2009), “Social Relationship and Transactional Marketing Policies: Maximizing Customer Lifetime Value,” Journal of Optimization Theory and Applications, Vol. 142, No. 3, 469-492.
  • Sigué, S.P. and Chintagunta, P.  (2009), “Advertising Strategies in a Franchise System,”European Journal of Operational Research, Vol. 198, No. 2, 655-665.
  • Sigué, S.P.  (2008), “Consumer and Retailer Promotions: Who is Better Off?”  Journal of Retailing, Vol. 84, No. 4, 449-460.
  • Sigué, S.P. and Karray, S. (2007), “Price Competition During and After Promotions,” Canadian Journal of Administrative Sciences, Vol. 24, No. 2, 80-93.
  • Musila, J. and Sigué, S.P. (2006), “Accelerating Foreign Direct Investment Flow to Africa: From policy statements to successful strategies,”Managerial Finance, Vol. 32, No. 2, 569-576.
  • Fruchter, G. and Sigué, S.P. (2005), “Transactions vs. Relationships: What Should the Company Emphasize?” Journal of Service Research, Vol. 8, No. 1, 18-36.
  • d’Astous, A.,  Carù, A., Koll, O., Sigué, S.P. (2005), “Moviegoers’ Use of Film Reviews in the Search for Information: A Multi-Country Comparison of the Impact of Individual Variables,”  International Journal of Arts Management, Vol.3, No. 3, 32-45.
  • Fruchter, G. and Sigué, S.P. (2004), “Managing Relational Exchanges,” Journal of Service Research, Vol. 7, No. 2, 142-154.
  • Sigué, S.P. and Rebolledo, C. (2004), “La Franquicia en Colombia: ¿una alternativa a la escasez de recursos o una opción para aumentar la eficiencia?” International Management, Vol. 8, No.2, 15-23
  • Jørgensen, S., Sigué, S.P. and Zaccour, G. (2001), “Stackelberg Leadership in a Marketing Channel,” International Game Theory Review, Vol. 3, No. 1, 1-14 (lead article).
  • Jørgensen, S., Sigué, S.P. and Zaccour, G. (2000), “Dynamic Cooperative Advertising in a Channel,” Journal of Retailing, Vol. 76, No. 1, 71-92.
  • Sigué, S.P. and Duhaime, C. (1998), “Perceptions des Rôles Familiaux dans les Processus Décisionnels des Consommateurs Camerounais,”  International Management, Vol. 3, No.1, 51 – 63.
  • Gagné, R., Sigué, S.Pand Zaccour, G. (1998), “Droit d’entrée et taux de redevance dans les franchises d’exploitation au Québec,” L’Actualité Économique, Vol. 74, No. 4, 651 – 668.

Editorials

  • Sigué, S.P. (2017), “Journal of African Business: Recent Developments,” Journal of African Business, Vol. 18, No. 4, 393-395.
  • Sigué, S.P. (2012), “The Promises of Franchising in Africa: The Need for a Critical Examination. Journal of African Business, Vol. 13, No. 3, 168-171.
  • Sigué, S.P. (2012), “The Challenges of Research in African Business Schools?” Journal of African Business, Vol. 13, No. 2.
  • Sigué, S.P. (2012), “Adding Value to African Commodities: Could Ingredient Branding be a Solution?” Journal of African Business, Vol. 13, No. 1, 1-4.
  • Sigué, S.P. (2011), “On Special Issues,” Journal of African Business, Vol. 12, No.3, 305-307.
  • Sigué, S.P. (2011), “Help Editors and Reviewers by Doing your Share,” Journal of African Business, Vol. 12, No. 2, 149-153.
  • Sigué, S.P. (2011), “Strengthening the Position of a Premier Outlet for African Business Research,” Journal of African Business, Vol. 12, No. 1, 1-7.

Chapters in Edited Books

  • Jørgensen, S. and Sigué, S.P. (2016), A Dynamic Advertising Game with Market Growth. In Dynamic Perspectives on Managerial Decision Making: Essays in Honor of Richard F. Hartl, Eds: Dawid, H., Doerner, K.F., Feichtinger, G., Kort, P.M., Seidl, A., Springer International Publishing, p. 77-91.
  • Sigué, S.P. and Musila, J. (2006), “Improving Foreign Direct Investment Flows to Africa,” in Beyond the African Tragedy, Ed. Smith, Malinda, Ashgate, 213-232.
  • Sigué, S.P. and Elloumi, F. (2002), From Love Dynamics to Relationship Marketing: The Case of Linear Partners, in Optimal Control and Differential Games, Ed. Zaccour, Georges, Kluwer Academic Publishers, Boston, 71-85.
  • Sigué, S.P. (2002), Horizontal Strategic Interactions in Franchising, in Decision & Control in Management Science, Ed. Zaccour, Georges, Kluwer Academic Publishers, Boston, 393-409.
  • Sigué, S.P. and Nida II, E. (2002), L’État marketing pour faire face à la mondialisation au Cameroun et en Afrique, in Gérer pour la croissance au Cameroun, Ed. Sigué, S.P., L’Harmattan, Paris, 19-53.
  • Sigué, S.P. and Amougou, A.R. (2002), Comprendre le comportement de corruption au Cameroun, in Gérer pour la croissance au Cameroun, Ed. Sigué, S.P., l’Harmattan, Paris, 85-113.
  • Sigué, S.P. and Amougou, A.R. (2002), Lutte contre la corruption au Cameroun : apport du marketing et de la communication de masse, in Gérer pour la croissance au Cameroun,, Ed. Sigué, S.P., L’Harmattan, Paris, 115-138.
  • Sigué, S.P. (2002), Le Franchisage : une autre voie pour créer et moderniser les entreprises au Cameroun, in Gérer pour la croissance au Cameroun, Ed. Sigué, S.P., L’Harmattan, Paris, 277-311.

Edited Peer-Reviewed Proceedings

  • Sigué, S.P. (Ed.). (2009), Repositioning African Business and Development for the 21st Century. Proceedings of the 10th Annual International Conference, International Academy of African Business and Development, Vol. 10, 641 pages.
  • Sigué, S.P. (Ed.). (2008), Global and Local Dynamics in African Business and Development. Proceedings of the 9th Annual International Conference, International Academy of African Business and Development, Vol. 9, 770 pages.

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