Andrew Montandon

M.Res Student

Department of Strategy and Business Policy

HEC Paris


"If you want something new, you have to stop doing something old."

- Peter Drucker

Finding our place in the world is marred with complexity. Developing a sense of self, navigating group interactions, and the environment at-large all require our attention in order to succeed. This same need for sensemaking has led me to pursue science, and begin my decade-long journey into management and organizational research. While our approaches to these problems can be deliberate, or emergent, I have been fortunate to explore the dynamics of these processes in my work.

Despite embracing an ever-expanding view of the world, I strive to synthesize the associated complexities into memorable ideas and theories. Peripheral considerations can bring both delight or added pressures to this whole interaction, but most of all - offering healthy distractions, and keeping our work honest. It is to this end that I pursue projects where I can leverage my skills to understand how a wide range of data types might be refined to offer straightforward solutions. [More]

Undergraduate Publications

Consumer Behavior

The effect of social presence on initial trust formation

Inducing trust in consumers who may have limited trust in institutions, or are predisposed to be mistrustful of others is a challenging task. We find that the social elements of a business not only influence initial trust, but also enjoyment and perceived usefulness of a product offering. [Andrzej Ogonowski, Andrew Montandon, Elsamari Botha & Mignon Reyneke. Journal of Retailing and Consumer Services, 2014] [Link]

Path model explaining the relationship between perceived social presence on trust, controlling for various consumer attitudes.

Retail Marketing

Effective nutrition labels for fast food consumers

Nutritional cues offer a unique way of influencing fast-food purchasing decisions, but until now have been underexplored. We find that consumers reject health information when it is overly detailed, or too abstracted, suggesting a delicate balance for food producers. [Andrew Montandon & Chris Colli. British Food Journal, 2016] [Link]

Range of nutritional labelling methods, evaluated in a fast-food context.

Product involvement and the relative importance of health endorsements

High involvement purchasing decisions are those which are more complex, and typically involving high priced products or those which are more prone to failure. We find that, in a food marketing setting, nutritional information (such as health endorsements) are more readily seen as a useful heuristic by consumers in high involvement scenarios, compared to lower involvement scenarios. [Andrew Montandon, Andrzej Ogonowski & Elsamari Botha. Journal of Food Products Marketing, 2015] [Link]

Retail in South Africa: profile and future prospects

The case is made that the even in the developing market context, the continued growth of private label brands as a percentage-of-basket is inevitable. However, we argue that producers in these markets will also soon need to respond to growing consumer trends in green consumption. Demonstrating a convergence in retail across developing and developed markets alike. [Andrew Montandon. European Retail Research, 2014] [Link]

Consumers willing to pay more for sustainable goods converging around 40-50% in 2013.

RQs from Working Papers

What is the basis for the differing usage of nutritional information across gender?

What environmental factors influence the alcohol use within adolescent social networks?

How do emotions spread throughout networks within a workplace setting?

What is the nature of spillovers for patents and externalities arising from R&D activity within the US?

What is the fundamental cause of prolonged cohabitation between parents and young adults within certain parts of Europe?