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Magali Dubosson

Professeure HES ordinaire / Co-responsable Market & Observatory Lab
+41 26 429 63 94
Office: HEG 421

Magali Dubosson is a professor of marketing and co-head of the Market and Observatory Lab at Haute Ecole de Gestion Fribourg. She is a former lecturer at EPFL and HEC Lausanne, and a former Assistant Professor at Thunderbird. She was formerly the Managing Director of Heg Geneva. She worked in banking, insurance, education and consulting industries in Switzerland and abroad. She graduated with an executive Master in International Management and a PhD in Economics from Haute Etudes Commerciales Lausanne (HEC) at the University of Lausanne. She obtained different research grants for financing projects, e.g. in the use of internet in luxury marketing, in developing pricing methods for services, in developing feedforward controls to prevent human risk. At Heg Fribourg, she launched an executive training in e-commerce.

Her research interests: risk management, applications of technology in marketing, digitalization-related risks, e-commerce, innovative service design.

Publications

Journal article

DUBOSSON TORBAY, M., FRAGNIÈRE, E., ROCHAT, D., MARSHALL, S., BERDEAUX, E. (2020). Confusion between Artificial Intelligence and digitisation at work. Ignorance or blind trust? European Review of Service Economics and Management, 1 (9), 97-118.
DUBOSSON TORBAY, M., FRAGNIÈRE, E., HÉRITIER, A.-S., MEIER, S., WAINWRIGHT, C. (2020). Fostering "co-socialization" between patient and nurse to mitigate the risks of digitalizing health care services. European Review of Service Economics and Management (10), 109-131.
DUBOSSON TORBAY, M., FRAGNIÈRE, E., & ROCHAT, D. (2019). Perceived risks regarding the impact of digitalization on the future of work: Towards a gap between the concerns of academics and workers' attitudes?. European Review of Service Economics and Management.
DUBOSSON TORBAY, M., FRAGNIÈRE, E., JUNOD, N., MEIER, S., VARONE, S., FOURNIER, A. (2019). Integration of a Human Risk Module into a Risk Management Software. Informatica economica, 23 (3).
DUBOSSON TORBAY, M., FRAGNIÈRE, E., PASQUIER, M., & REYNARD, C. (2017). Exploring occupational stress in the Swiss wealth management sector, How could human risk lead to value destruction. European Review of Service Economics and Management, 1 (3), 17-45.
DUBOSSON TORBAY, M., FRAGNIÈRE, E., JUNOD, N., & WILLAERTS, B. (2017). Detecting Customer Queue “at-risk” Behaviors Based on Ethograms to Minimize Overall Service Dissatisfaction. Springer, pp. 18-29.
DUBOSSON TORBAY, M., & EMAD, S. (2015). The Forum Community, the Connectivist Element of an xMOOC. Universal Journal of Educational Research, 3 (10), 680-690. doi:10.13189/ujer.2015.031004.

Book

MATHE, H., DUBOSSON TORBAY, M., & ROUSSEAU , M. (1997). Le Service Global: Innovations et stratégies internationales de développement dans les services. Paris: Maxima-PUF.

Book chapter

DUBOSSON TORBAY, M., PASQUIER, M., & PROBST, G. (2017). Pourquoi et comment faire appel à une étude de cas «locale» pour évaluer la mise en pratique des connaissances théoriques par les étudiants?., Regards d’enseignants sur l’évaluation des apprentissages dans l’enseignement supérieur professionnalisant. De Boeck.
DUBOSSON TORBAY, M., & FRAGNIÈRE, E. (2010). Perceived Risk Management: Applying the TEID Model to the Traveler Service Chain. In Zongwei Luo (Ed.), Service science and logistics informatics: innovative perspectives (pp. 299-314). Information Science Reference.
DUBOSSON TORBAY, M., & FRAGNIÈRE, E. (2009). Identifying and Mitigating Perceived Risks in the Bank Service Chain: A New Formalization Effort to Address the Intangible and Heterogeneous Natures of Knowledge-Based Services., Operational Risk Toward Basel III: Best Practices and Issues, in Modeling, Management and Regulation (pp. 97-114). John Wiley & Sons.

Proceedings from scientific conference

DUBOSSON TORBAY, M., EMAD, S. (2020). Selfies as a means of controlling students as interviewers in a Market research course at a Swiss University. 44st Marketing Educators' Association Conference. Seattle: 44st Marketing Educators' Association Conference.
DUBOSSON TORBAY, M., FRAGNIÈRE, E., JUNOD, N., MEIER, S., VARONE, S. (2019). Digitized governance to mitigate human-related risks. International Conference on Informatics in Economy 2019.
DUBOSSON TORBAY, M., EMAD, S., PASQUIER, M. (2019). Live case study writing as a teaching method for experiential learning. 43rd Annual Marketing Educators' Association Conference.
DUBOSSON TORBAY, M., FRAGNIÈRE, E., HÉRITIER, A., MEIER, S., WAINWRIGHT, C. (2019). Fostering “co-socialization” to mitigate human related-risk and to counter growing dissatisfaction in an era of digitalization of health care services. XXIX International RESER Conference.
DUBOSSON TORBAY, M., FRAGNIÈRE , E., ROCHAT, D., SITTEN, M., BERDEAUX, E. (2019). The emerging and uncontested digitalization of services could lead to cognitive dissonance due to a misunderstanding of the new role of artificial intelligence at work. XXIX International RESER Conference.
DUBOSSON TORBAY, M., FRAGNIÈRE, E., MEIER, S., VARONE, S., BERDEAUX, E. (2019). Determining the main variables to measure human risk in organization: A quantitative survey conducted in Switzerland. 10th International Research Symposium in Service Management. Dubai: 10th International Research Symposium in Service Management.
DUBOSSON TORBAY, M., FRAGNIÈRE, E., & ROCHAT, D. (2018). Perceived risks regarding the future of work in the aftermath of service digitalization: An empirical study conducted in Switzerland., XXVII International Conference of RESER. XXVII International Conference of RESER.
PASQUIER, M., DUBOSSON TORBAY, M., & JAN DU CHÊNE, L. (2018). Specific needs based design of a housing and real estate observatory at the local level: A conceptual framework., XXVII International Conference of RESER. XXVII International Conference of RESER.
DUBOSSON TORBAY, M., & MEIER, S. (2018). Exploring human-related risks in the higher education sector: The case of marketing educators in Switzerland and France., 42nd Marketing Educators’ Association Conference. 42nd Marketing Educators’ Association Conference.
DUBOSSON TORBAY, M., FRAGNIÈRE, E., JUNOD, N., & WILLAERTS, B. (2017). Detecting customer queue “at-risk” behaviors based on ethograms to minimize overall service dissatisfaction., ASOCA 2017. ASOCA.
DUBOSSON TORBAY, M., FRAGNIÈRE, E., REYNARD, C., & PALMA , D. (2017). Human risk and its relationship to value destruction through internal fraud: a survey conducted in the Geneva banking sector. ENROCA conference.
DUBOSSON TORBAY, M., & PASQUIER, M. (2017). A live case lite approach as formative assessment., 41th Marketing Educators’ Association Conference. 41th Marketing Educators’ Association Conference.
DUBOSSON TORBAY, M., & EMAD, S. (2017). Students’ perception of the flipped classroom: Teaching Consumer Behavior and Market Research classes in two Swiss Universities., 41th Marketing Educators’ Association Conference. 41th Marketing Educators’ Association Conference.
DUBOSSON TORBAY, M., FRANGIÈRE, E., PASQUIER, M., & REYNARD, C. (2016). Why could human risk prevent value creation in services? An exploratory study about occupational stress in the Swiss wealth management sector., XXVI International Conference of RESER. XXVI International Conference of RESER.
DUBOSSON TORBAY, M., & EMAD, S. (2016). The Forum Community, the Connectivist Element of a Marketing xMOOC., 40th Marketing Educators’ Association Conference. 40th Marketing Educators’ Association Conference.
EMAD, S., & DUBOSSON TORBAY, M. (2015). Can any marketing instructor turn case studies into a gamified experience for students?., 39th Marketing Educators’ Association Conference. 39th Marketing Educators’ Association Conference.
DUBOSSON TORBAY, M., & EMAD, S. (2014). Video and course content discussion on Massive Open Online Courses: An exploratory research., 2014 IEEE International Professional Communication Conference (IPCC). 2014 IEEE International Professional Communication Conference (IPCC).
DUBOSSON TORBAY, M. (2014). Using client-sponsored projects for part-time undergraduate students in marketing research classes., 38th Marketing Educators’ Association Conference. 38th Marketing Educators’ Association Conference.

Faculty research seminar

DUBOSSON TORBAY, M., FRAGNIÈRE, E., ROCHAT, D., MARSHALL, S., BERDEAUX, E. (2019). Vers une dissonance cognitive due à une mauvaise compréhension du potentiel de l'IA: Etude des perceptions des employés en Suisse Romande. Journée de recherche & débats Excelia Group.

Published case

DUBOSSON TORBAY, M., & PASQUIER, M.). Ethical Coffee company, the pods’ war.
DUBOSSON TORBAY, M., & PASQUIER, M.). Beodrinx, legalizing stevia.

Keynote

DUBOSSON TORBAY, M. (2016). Unlocking the Swiss e-commerce potential. Salon e-commerce., Genève, Switzerland.
DUBOSSON TORBAY, M. (2014). Enhancing SME Competitiveness: The Role of the Universities in Innovation Systems. Symorg conference., Belgrade, Serbia.

Achievements

Grant Digitized governance tool to mitigate human-related risks 2018
Grant Perception of disability among pupils, parents, educators and staff in schools in LebanonPerception of disability among pupils, parents, educators and staff in schools in Lebanon 2018