He has developed a successful new field: arts management. Through his many achievements, this professor at the École des hautes études commerciales has contributed to excellence and to Canada's reputation in this field. He established the first French-language advanced studies diploma in management of cultural agencies in Canada. In addition, the chair for arts management, which he established and holds, is unique worldwide and is a source of expertise that is in great demand. Furthermore, one of his books, Marketing Culture and the Arts, is considered highly innovative and is an international reference. Generous with his time, he is also known for his commitment to a number of cultural agencies.