Food Distribution, Retail Management, Customer Satisfaction, Consumer Behaviour, Leisure Activities


JoAnne Labrecque (Ph.D. Cornell), is a Professor in Marketing at HEC Montréal since 1991. She teaches courses on Retail Management in the BBA program and Food Marketing and Distribution in the MSc program. Her research focuses on a variety of topics related to innovation in the food sector, product category management, satisfaction, value chain, sustainable development and, most importantly, analysis of consumer behavior towards various categories of food – functional, organic, fair or genetically modified – and health perceptions. She has authored several expert reports and is a member of various boards in companies that are specifically involved in the food and retail sectors. She is also a member of the INAF.

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CIRANO Publications by JoAnne Labrecque

As an author

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Compétitivité du secteur agroalimentaire à l’heure du commerce électronique

JoAnne Labrecque, Maurice Doyon, Raymond Dupuis and Geneviève Dufour

Agriculture, Agri-Food, Competition, Regional Development, Innovation and Digital Transformation

Approvisionnement du marché alimentaire québécois : des stratégies gagnantes

JoAnne Labrecque, Raymond Dupuis, Maurice Doyon and Jean-Claude Dufour

Agriculture and Competition

Mesure des propensions individuelles à payer pour les aliments fonctionnels : Une approche expérimentale auprès de consommateurs français

Maurice Doyon, Céline Jullien and JoAnne Labrecque

Agriculture and Experimental Economics

CIRANO Projects

The degree of competitiveness of the agri-food sector in the age of the Internet

Compétitivité du secteur agroalimentaire à l’heure du commerce électronique - Publié le December 10, 2019

JoAnne Labrecque, Maurice Doyon, Raymond Dupuis, Geneviève Dufour

Agriculture, Regional Development, Innovation, Digital Transformation

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