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Teaching staff


Associate professor PhD
Regional Coordinator
Field : Strategy / Operational Management

Teaching fields


Research topics

- Les liens entre le marketing et la stratégie, en particulier: Business models, portefeuilles de marques, création de compétences et dépendance de sentier, marchés bi-faces
- Affaires internationales, en particulier: Marketing dans et depuis les pays émergents, Globalisation et management interculturel


European Management (EMA)
M2 Management - études, conseil, recherche
M2 Management Marketing Management et ecoute des marches FC et AP
Academic articles CNRS/FNEGE/HCERES
"Art as a means to recreate luxury brands' rarity and value", Journal of Business Research, Vol. 85, 2018 [CNRS cat. 2 / FNEGE rang 2 / HCERES]
"Branding from emerging countries: How to compete internationally?", Critical Perspectives on International Business, Vol. 11, n° 1, January 2015 [CNRS cat. 4 / FNEGE rang 4 / HCERES]
"The influence of key capabilities on brand portfolio-based competitive advantage", International Journal of Trade and Global Markets, Vol. 6, n° 2, 2013, pp. 182-201 [HCERES]
"From an Aggregate to a Brands Network: A study of the Brand Portfolio at L’Oréal ", Journal of Marketing Management, Vol. 26, n° 1, 2010, 74-89 [CNRS cat. 3 / FNEGE rang 3 / HCERES]
"Brand Portfolio and Competitive Advantage: An Empirical Study", Journal of Product and Brand Management, Vol. 17, n° 4, 2008, 254-264 [CNRS cat. 4 / FNEGE rang 4 / HCERES]
"Strategic Megabrand Management: does global uncertainty affect brands? A post-9/11 US/non-US comparison of the 100 biggest brands", (with G. Suder, D. Suder), Journal of Product and Brand Management, Vol. 17, n° 7, 2008, 436-452 [CNRS cat. 4 / FNEGE rang 4 / HCERES]
Academic articles
"Creating Shared Value on a Global Scale: Possibilities for the United Nations' Engagement", (with I. Böbel, M. Rixen), Journal of Competitiveness and Strategy, Vol. 6, 2013, 2-15
"Improving Global Competitiveness With Branding Strategy. Cases of Chinese and Emerging Countries’ Firms", (with F. Ille), Journal of Technology Management in China, Vol. 6, n° 1, 2011, 84-96
"Brand Architecture and Brand Portfolio: A Clarification", Euromed Journal of Business, Vol. 4, n° 2, 2009, 173-184
Chapters in research books
"Preserving Luxury Exclusivity Through Arts", "in :The Management of Luxury", Berghaus, B., Mueller-Stevens, G., Reinecke, S., editors, 2 ed., 2018, (with I. Valek)
"Preserving Luxury Exclusivity Through Arts", "in :The Management of Luxury", Berghaus, B., Mueller-Stevens, G., Reinecke, S., editors, September 2014, , 157-172 (with I. Valek )
"Emerging Countries’ Firms’ Branding Strategy", "in :Internationalization of Emerging Economies and Firms", M. Marinov, 2011, (with F. Ille)
"Brand portfolio: a new marketing competency for diminishing strategic risks", "in :Corporate strategies under international terrorism and adversity", G. Suder, 2006, (with G. Suder)
Papers presented at academic association conferences
"Luxury Brands Management and the Arts", Global Marketing Conference, 2016
"Recreating Brand Rarity in the Luxury Industry", 9th Global Brand Conference, University of Hetfordshire, April 2014
"Marketing from an emerging country: A proposed model", World Marketing Congress, 2011
"Stratégie de marque dans les pays émergents : L’option de la rupture E", XXème congrés des IAE - Strasbourg, 2010
Other conferences/Other presentations
"Art-based Rarity for Luxury Brands ", LVMH-SMu Luxury Conference, 2016
"Branding from emerging countries to the world - Some conceptual foundations ", 6th EMAC conference on Emerging Markets, September 2015
"Branding from emerging countries to the world: A conceptual framework", 10th Global Brand Conference - Academy of Marketing, April 2015
"From art performance to luxury experience: A new paradigm to preserve exclusivity in a democratic environment", 13th International Marketing Trends Conference, January 2014, (with I. Valek)
"The role of art in luxury goods ans services management", Euromed Academy of Business - 6th conference , 2013
"Strategic compétences and brand portfolio-based business models", International conference on competence-based strategic management, 2012
"The role of place endorsement and city names in crafting luxury brand image", Global Marketing Conference, 2010, (with M.C. Cervellon, S. Ricard)
"Building brands from emerging countries: Why and how? ", Global Brand Management Conference, 2010
Working papers
A study of the brand portfolio as a brand network, Journal de Investigación, 2011
The Schizophrenic Nature of a Multibrand Strategy: Superposition, Complementarity or Opposition?, Journal de Investigación, 2008
Innovaciones de ruptura: de la incertidumbre al riesgo, Journal de Investigación, 2007
Portafolios de marca: un marco conceptual, Cuadernos ESAN, 2004, (with A. Boyer, L.F. Calderon-Moncloa)
Written cases with instructional materials
Havana Club: Cuban Ron Guerrilla, CCMP, ECCH , 2017
S.T. Dupont: Back to Brand, 2012
Club Med: Is The Phoenix Rising From the Ashes?, 2011
Al Marsa Fisheries - Sustainability put into practice, 2010
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