Lesman is currently pursuing a PhD at Grenoble Ecole de Management, where he also serves as a teaching and research assistant. His academic work centers on marketing strategy and innovation, with a particular focus on developing customized data and evidence ecosystems that deliver actionable insights for marketing executives and inform policy recommendations to amplify strategic impact.
A Fulbright Scholar and Muskie Fellow, Lesman holds a master’s degree from Vanderbilt University, completed pre-graduate studies at Michigan State University, and earned his bachelor’s degree from Jean Moulin Lyon 3 University. His professional background spans roles at the World Bank in Washington, DC, the Wilson Center, and Coca-Cola HBC. Outside of academia and work, Lesman enjoys sports and spending quality time with his family and friends.
- Innovation Adoption
- Innovation Marketing
- Digital Marketing
- Marketing and Economics
- Strategic Management
- 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, Romania
- 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, United States of America
- 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, Denmark
- 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
