Serge Lafrance is the Director of Executive Education at HEC Montréal and an associate professor (MBA program / Business Growth and Value Creation). In addition to his academic career, he has 20 years of experience as a marketing consultant and management executive in Canada and the U.S. He has advised numerous companies on matters of market intelligence and growth strategy and previously served as the regional director for the Americas for the WIN-Gallup International Association. He has several honors to his credit, including a prize for best paper by the Canadian Journal of Marketing Research. He holds an MSc from Sherbrooke University (Canada) and a DEA from Montpellier (France).