Lesman prépare actuellement une thèse de doctorat à Grenoble École de Management, où il intervient également en tant qu’enseignant-chercheur. Ses recherches portent sur la stratégie marketing et l’innovation, avec un intérêt particulier pour la construction d’écosystèmes de données adaptés, permettant de fournir des informations opérationnelles aux décideurs marketing et de nourrir des recommandations politiques à fort impact.
Boursier Fulbright et lauréat du programme Muskie, Lesman est diplômé d’un master de l’Université Vanderbilt, a suivi un parcours pré-gradué à Michigan State University, et est titulaire d’une licence de l’Université Jean Moulin Lyon 3. Il a travaillé notamment à la Banque mondiale (Washington, DC), au Wilson Center, ainsi que chez Coca-Cola HBC. En dehors de ses activités professionnelles et académiques, il est passionné de sport et aime passer du temps avec ses proches, en famille ou entre amis.
- Adoption des innovations
- Marketing de l’innovation
- Marketing Digital
- Marketing et Economie
- Stratégie
- Sojoudi M., Sojoudi M., Ghazaryan L., Tavoosi M., 2026.Estimating Systemic Risk Using Composite Quantile RegressionComputational Economics: Online firstValue at Risk (VaR) and Average Value at Risk (AVaR) are among the most widely-used risk measures by market participants to assess the risk of individual financial firms and institutions. Despite their popularity, both measures fail to account for spillover effects between firms. To address this limitation, the CoVaR (Conditional Value at Risk) measure was introduced, which defines the VaR of a financial system conditional on the state of another institution. The traditional approach to estimating CoVaR involves a regression model combined with a quantile method to estimate the model’s parameters. This paper proposes a composite quantile regression method to enhance the accuracy of CoVaR estimation. We apply this methodology to several U.S. companies across various sectors, including finance, consumer goods, energy, industry, and technology. An analysis of the out-of-sample forecast accuracy using two popular backtesting criteria demonstrates that the composite quantile method provides more accurate CoVaR estimates than the standard quantile method. All computation codes are freely available in both R and MATLAB.
- Ghazaryan L., Faure C., Schleich J., Birau M., 2025.Transition from a fixed fee to a pay-as-you-throw waste tariff scheme: Effectiveness of environmental and accountability appealsJournal of Environmental Management, 385, June: 125603Pay-As-You-Throw (PAYT) tariff schemes, in which households pay based on their waste generation, are proposed as solutions to the growing worldwide challenge of municipal solid waste management. However, public acceptance of such schemes remains low. Using a one-factor between-subject experimental survey design with 620 participants, we test the effects of environmental and accountability appeals and of individual characteristics in shaping preferences for a proposed PAYT scheme in Grenoble, France. We find a positive effect of the accountability appeal and no effect of the environmental appeal on preference for the PAYT scheme compared to a fixed-fee scheme. Additional analyses suggest that accountability appeals are particularly effective for individuals with below-median age, above-median income, and at least a master’s degree, indicating that policymakers should target younger and educated citizens with these appeals in PAYT campaigns. Future research could test the applicability of these findings in other settings and for other waste-related interventions.
- Ghazaryan L., Koval M., Malek S., 2024.Learning from Failures: New Product Introductions Following Corporate Social Irresponsibility53rd Annual Conference of The European Marketing Academy, EMAC European Marketing Academy, Bucarest, Roumanie
- Ghazaryan L., Koval M., Malek S., 2024.Learning from Failures: New Product Introductions Following Corporate Social Irresponsibility,PDMA Doctoral Consortium, PDMA Product Development and Management Association, Syracuse, Etats-Unis
- Ghazaryan L., Faure C., Schleich J., Birau M., 2023.Who cares? The role of communication srategy and individual characteristics in the public acceptability of a waste tariff reformEuropean marketing academy conference, EMAC European Marketing Academy, Odense, Danemark
- Ghazaryan L., 2022.Investigating the acceptability of a new waste management policy for Grenoble aimed at reducing waste creationThe Doctoral Knowledge Community Journal: 38-39
