Laurent Georges

Associate Professor, IUT Tarbes, Toulouse III University, France

Laurent is Associate Professor in Marketing, Department of Business, IUT of Tarbes, Toulouse III University, France. Laurent’s research interests are in the areas of business to business marketing, brand management, sales force management, fair trade and more recently corporate social responsibility. His PhD dealt with Key Account Mangers (KAM) performance. The thesis discussed the different dimensions and conceptualization of KAMs’ performance as well as the behavioral determinants of this performance. KAMs’ conflict resolution strategies, negotiation strategies, communication behaviors as well as coordination practices were studied in the context of industrial relationships. He teaches undergraduate and graduate classes in: consumer behavior, market research, business strategy, business to business marketing, key account management and statistics.

Laurent’s recent research focuses on Fair Trade brands (World Wild Fund and Max Havelaar) and co-branding strategies that might be developed with corporate brands.

Laurent is open to any research project dealing with surfers, surf tourism and the surf industry. Possible research subjects might be:

  • The Corporate Social Responsibility of surf resorts: perceptions of local populations.
  • Conceptualization and measure of the service quality in the surf resorts industry.
  • Segmentation of surfers world-wide: what are the different groups of consumers in terms of behaviors, preferences and social characteristics?

Laurent’s background is linked to business. Before being an Associate Professor in Toulouse University, he was working for the Invest in France Agency in Los Angeles, CA. At the time, he was in charge of helping California based companies to do business and locate in France.

Laurent is a surfer and has traveled the world seeking for the perfect waves in places like: Portugal, Mexico, Hawaii, Indonesia, Morocco and the Maldives. He lives in Hossegor on the West Coast of France with his wife and daughter.


Academic Journals


Senechal, S. Georges L. and Pernin J-L (2014), Alliances Between Corporate and Fair Trade Brands: Examining the Antecedants of Overall evaluation of the Co-branded Product, Journal of Business Ethics, Vol. 124, No. 3, pp. 365-381.


Guenzi, P. and Georges L. (2010), Interpersonal Trust in Commercial Relationships: Antecedents and Consequences of Customer Trust in the Salesperson, European Journal in Marketing, Vol. 44, pp. 114-138.


Georges L. (2007), Delivering Integration, Value and Satisfaction through Key Account Manager’s Communication, The Journal of Selling & Major Account Management.

Guenzi, P. Pardo C. and Georges L. (2007), Relational Selling Strategy and Key Account Managers’ Relational Behaviors: an Exploratory Study, Industrial Marketing Management, 36, pp. 121-133


Georges, L. and Eggert A. (2003), “Key Account Managers’ Role within the Value Creation Process of Collaborative Relationships”, Journal of Business-to-Business Marketing, Vol. 10, No. 4, pp. 1-22.

Decock, C. and Georges L. (2003), « Gestion des Ressources Humaines et Performance Economique: une Etude du Bilan Social », Comptabilité Contrôle Audit, Tome 9 – Vol. 2, pp. 151-170



Papers Published in Refereed Conference Proceedings


Djamen R. Georges L. and Pernin J-L. (2017), Understanding the Cultural Values at the Individual Level in Central Anfrica: A Test of the CVSCALE in Cameroon, Advanced Marketing Conference, Columbo, Sri-Lanka.

Georges L. Guenzi P. et Pardo C. (2005), Building trust through synergistic solutions in a key account setting: an empirical study, National Conference on Sales Management, Miami, USA.


Georges L. Eggert A. et N’Goala G. (2004), Communication is Key: Delivering Customer-Perceived Value and Satisfaction in Key Account Relationships? Academy of Marketing Science Annual Conference, Vancouver, Canada.

Georges L. et Decock-Good C. (2004), La qualité de la relation prestataire de service / client: une enquête exploratoire, XXe Congrès International de l’Association Française de Marketing, St Malo, France.

Decock-Good C. et Georges L. (2004), Chartered Public Accountants and their Clients: Trust and Satisfaction, XXVIIe Congrès annuel de l’European Accounting Association, Prague, République Tchèque.


Georges, L., Pardo C. and Guenzi P. (2003), “The Link Between the Supplier’s Relational Selling Strategy and its Key Account Managers’ Relational Behaviours”, 19th IMP Conference, Lugano, Switzerland.


Pardo, C., Georges, L., and Guenzi P. (2003), « Quel Lien entre la Stratégie Commerciale Relationnelle d’une Entreprise et les Comportements Relationnels de Ses Gestionnaires de Comptes Clés ? », Journée de l’Association Française de Marketing, Université de Montpellier II, France.


Decock, C. and Georges L. (2003), “Social Investments: Are they Profitable”, European Accounting Congress, Seville, Spain,


Decock, C. and Georges L. (2003), “Social Practices and Corporate Performance”, 2nd EIASM Congress, EDHEC Business School, Nice, France