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School of Management

Impact. Innovation.


Dr. Gerard Tocquer

Adjunct Faculty

Affiliation: Former Associate Professor, AIT School of Management;

Adjunct Professor, College of Management Mahidol University, Thailand

Country: France

Expertise: Service Marketing, Strategic Brand Management

Degrees: PhD in Marketing, University of Nice Sophia Antipolis, France (1997); Service Marketing Institute, Arizona State University, USA; Center for Professional Development, Cornell University, New York, USA; MA in Marketing, University of Sherbrooke, Quebec, Canada



  • Services Marketing and Branding Expert with a Major Interest on Customer Experiences.

  • Services Branding & Services Innovation.


Academic positions

  • Mahidol University, College of Management, Adjunct Professor, 2014-2016; Vice Dean International Program, 2009-2013; Program Chair and Associate Professor, 2007-2010

  • AIT, School of Management, Distinguished Adjunct Professor, 2014-2016; Associate Professor, 2000-2003

  • Paris Sorbonne Paris University. Abu Dhabi, Adjunct Professor, 2011-2016

  • University of Hong Kong, School of Business,Visiting Professor, 1993-2000

  • CERAM. Graduate School of Management and Technology,  Sophia Antipolis France,  Full Professor, Dean, 1990-1993

Nonacademic positions

  • Project Manager. Director of NOSPA MBA. French Foreign Affairs Ministry. Lao PDRC. 2004- 2006

  • Before 1990 Dr Tocquer has occupied different academics and business positions in Europe, Canada and USA

Consulting Activities

  • Nice International Airport. Paris Airport.

  • Acropolis Convention Center.

  • Cannes and Monaco Convention Centers.

  • Martinique Tourism Development Authority.

  • Electricity Vietnam (EVN) Finance.

  • Provence Tourism Committee (Marseille).

  • Nice Chamber of Commerce.

  • CENCEP French Saving Bank


  • 2016 CEEMAN Emerald International Case writing competition.; Pepsodent: Marketing Strategy at the Bottom of Pyramid. Peer review. Case submitted to the international competition.

  • 2016 Centara Hotels and Resorts: Building an Asian Brand in a Highly Competitive Market. Asian Case Research Center. School of Management. The University of Hong Kong. Hong Kong SAR.

  • 2012 Customer experience and Service Brand Equity. Peer Review Conference. French Marketing Association International conference Proceedings.Brest

  • 2012 Gerard Tocquer and Jutimard Sirapracha. Customer Experience in wireless telecommunication industry. International Journal of Trade Economics and Finance. Vol 3. No 2. Singapore

  • 2010 Gerard Tocquer, and Narumon Kimpakorn, “Service brand equity and employee brand commitment”, Journal of Services Marketing, Vol. 24 Issue: 5.

  • 2009 Gerard Tocquer and Narumon Kimpakorn. Employees’ commitment to brands in the service sector. Journal of Brand Management. Vol 16. 8

  • 2008 Service Innovation in Hong Kong. EuroMOT Peer Review Conference International Conference. Nice Sophia Antipolis. France

  • 2007 Exploring Luxury Retailers Brand Equity in Thailand. Proceedings of Oxford In Institute of Retail Management. 4th Conference on Retailing in the Asia Pacific.

  • 2000 Shangri-La. Vision 2000. Case Study. Harvard Business School Publishing. The University of Hong Kong

  • 2000 Service Innovation in Hong Kong.

  • 1999 Cathay Pacific. Service Straight from the Heart. Harvard Business School Publishing and The University of Hong Kong

  • 1999 The Asian Source Media Group on Line. From Publishing to Electronic Commerce. Center for Asian Business Cases. School of Business. University of Hong Kong

  • 1999 Smartex (Mondex). The Electronic Cash System. Harvard Business School Publishingand The University of Hong Kong.

Image by Mimi Thian


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