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Pernod Ricard establishes a Chair of Management of Prestigious Brands at HEC School of Management


Patrick Ricard, Chairman and CEO of Pernod Ricard and Bernard Ramanantsoa, Dean of HEC have signed a partnership agreement to create a Chair of “Management of Prestigious Brands”.

Pernod Ricard establishes a Chair of Management of Prestigious Brands at HEC School of Management

For Pernod Ricard, the creation of this Chair is an acknowledgement of its expertise in handling prestigious brands. The Group owns an extensive portfolio of brands that are synonymous with elegance and sophistication and are steeped in culture and heritage.

This Chair confirms the Group’s intention to strengthen its historic links with HEC, a School of Management with an international focus and a multicultural environment.  Additionally, Pernod Ricard is a member of the Board of Directors of the HEC Foundation and has relied on the School since 1992 for its Marketing and Finance training seminars.

Academic responsibility for the Chair will lie with Jean-Noël Kapferer*, an HEC Marketing Professor. His work will include the following:
- research development,
- case study preparation,
- publications in internationally renowned journals,
- curriculum development with Pernod Ricard.

Pernod Ricard will finance the Chair for a period of five years.

“The partnership agreement between HEC and Pernod Ricard is perfectly in line with our intention to reinforce our expertise in prestigious brands and to provide international career opportunities to graduates from all backgrounds who share our values: conviviality and simplicity, entrepreneurship, integrity and commitment”, Patrick Ricard stated.

According to Jean-Marie Hennes, President of the HEC Foundation, “The founding of this chair fits with the HEC Foundation’s mission: to bring together the academic, student, and business worlds”.

Bernard Ramanantsoa, Dean of HEC, is pleased with this new chair. “After having been partners for a long time, Pernod Ricard and HEC are going further in their desire to work together in creating the management education of tomorrow.”
* Jean-Noël Kapferer,
A graduate of HEC, a holder of a DES in Economics and of a PhD from Northwestern University (Chicago, USA), Jean-Noël Kapferer is a marketing Professor at HEC (Paris), where he is responsible for consideration and research on brand issues.  He strongly contributed to making companies aware of the capital that brands represent for them and of the consequences of this fact on brand operational management.  He has written several books on communication and brands, which were extensively translated and published worldwide.  He regularly publishes his analyses and research in academic and managerial publications.  Jean-Noël Kapferer is also a brand strategy consultant and speaks at managers’ seminars and international conferences on the ever-changing modern brand management issues.

About HEC
Founded in 1881, HEC Paris produces ideas and leaders that shape the world of business.
HEC Paris offers a unique portfolio of executive education and graduate management programs: HEC Grande Ecole (Master of Science), 20 Specialised Masters, MBA program, Executive MBA, TRIUM and PhD. HEC has a permanent faculty of more than 100 professors along with 90 visiting and affiliate professors from the most prestigious universities around the world.
For more information: www.hec.fr
The HEC Foundation
The HEC Foundation is made up of over 45 international companies who support HEC’s ambitions, participate in its strategy and favour a direct link between the worlds of business and academia. For businesses, becoming a partner of the HEC Foundation is a unique way to benefit from privileged contacts with students and professors, and to contribute to HEC’s development. The partnership could go further into teaching and research, developing poles of research, or founding a Chair. Currently HEC has over nine Chairs funded by: Accor/Air France/SNCF, Apple, Atos Origin, Deloitte, Groupe Caisse d’Epargne, Renault, SFR, Toshiba, and now Pernod Ricard.

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