Simon Pierre Sigue, PhD

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Professor

Areas of Expertise: Game Theory; Marketing Strategies; Competition; Marketing Channels

Contact

Credentials

  • PhD – HEC Montreal
  • DESC – ESSEC of Douala
  • MSc – HEC Montreal

Courses

Biography

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, 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.

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. His research covers issues such as 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. He is also 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.

Selected Recent Publications

  • Karray, S., & Sigué, S. P. (2018). Informational and/or transactional websites: Strategic choices in a distribution channel. Electronic Commerce Research and Applications, 27, 11-22.
  • Karray, S., & Sigué, S. P. (2018). Joint advertising of complementary products sold through an independent retailer. International Journal of Production Research, 56(15), 5222-5233.
  • Chatterjee, P., Karray, S., & Sigué, S. P. (2017). Cooperative advertising programs: are accrual constraints necessary? International Transactions in Operational Research, 26(6), 2230-2247.
  • Martín-Herrán, G., & Sigué, S. P. (2017). Retailer and manufacturer advertising scheduling in a channel. Journal of Business Research, 78, 93-100.
  • Karray, S., Martín-Herrán, G., & Sigué, S. P. (2017), Cooperative advertising for competing manufacturers: The impact of long-term promotional effects. International Journal of Production Economics, 184, 21-32.
  • Martín-Herrán, G., & Sigué, S. P. (2017). An integrative framework of cooperative advertising: Should manufacturers continuously support retailer advertising? Journal of Business Research, 70, 67-73.
  • Karray, S., & Sigué, S. P. (2016), Should companies enter joint promotions for complementary products when they compete in other product categories? European Journal of Operational Research, 255 (2), 620-630.
  • Jørgensen, S., & Sigué, S. P. (2015). Defensive, offensive, and generic advertising in a Lanchester model with market expansion. Dynamic Games and Applications, 4(5), 523-539.
  • Karray, S., & Sigué, S. P. (2015). A game-theoretic model for co-promotions: Choosing a complementary versus an independent product ally. Omega, 54, 84-100.
  • Martín-Herrán, G., & Sigué, S. P. (2015). Trade deals and/or on-package coupons. European Journal of Operational Research, 241(2), 541-554.

Selected Recent Conferences Presentations

  • Sigué, S. P. (2015). Structure, influence strategies, and social satisfaction in supplier-retailer relationships. Presented at the 16th Annual Conference, International Academy of African Business and Development IAABD, Nairobi, Kenya.
  • Sigué, S. P. (2015). Academic publications: Why, when and where? Presented at the 16th Annual Conference, International Academy of African Business and Development, Nairobi, Kenya.
  • Sigué, S. P. (2015). Local and national advertising pulsing in a marketing channel. Presented at the Grant MacEwan Research Champion Symposium, Edmonton, Canada.
  • Sigué, S. P. (2014). Demystifying analytical modeling in management. Presented at the 15th Annual Conference, International Academy of African Business and Development, Bridgetown, Barbados.
  • Sigué, S. P. (2014). Choosing a promotional partner: A Complementary versus an independent product. Presented at the 15th Annual Conference, International Academy of African Business and Development, Bridgetown, Barbados.
  • Sigué, S. P. (2014). Can franchising boost African SMEs and speed up the growth of African economies? Presented at the Colloque International Pluridisciplinaire, Douala, Cameroon.
  • Sigué, S. P. (2013). Dynamic pricing for subscription service. 14th Annual Conference, Presented at the International Academy of African Business and Development, Accra, Ghana.
  • Sigué, S. P. (2013). Analytical modeling in management. 14th Annual Conference, Presented at the International Academy of African Business and Development, Accra, Ghana.
  • Sigué, S. P. (2013). Writing good academic papers. Presented at the 14th Annual Conference, International Academy of African Business and Development, Accra, Ghana.
  • Sigué, S. P. (2012). Downstream horizontal integration and dealer network performance. Presented at the 13th Annual Conference, International Academy of African Business and Development, El Jadida, Morocco.