Fanny CAPEAU

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fanny.Capeau@kedgebs.com

Fanny CAPEAU is an Assistant Professor in Marketing. After graduating from the HEC Grande Ecole Program in 2007, she worked for ten years in SMEs and large groups in the cosmetics and environmental biotechnology sectors, where she was Marketing and Development Director. Since 2015, in her teaching within the MSC Marketing and PGE (Marketing Management, Product Manager Function, Product and Service Innovations), she relies on her professional experience to build experiential teaching devices (practical workshops, red thread cases, conferences). In 2021, she obtained her PhD in Management Sciences at the IAE of Aix-Marseille. Her dissertation focuses on engagement in Do-It-Yourself practices. In her research, she is particularly interested in the fields of relationship marketing, sustainable marketing, alternative consumption practices, but also in the role of marketing education in higher education, in the face of current societal issues. 

    Recent publications
    Publication Year of publication Type of publication
    CAPEAU, F., "Le Capital Faire : les ressources du consommateur comme déterminant de son engagement dans le Faire soi-même" in Sarabande des hot topics en Marketing., Véronique Cova Ed., Presses Universitaires de Provence, pp. 8-19, 2023 2023 Book chapter
    CAPEAU, F. - "Tanoshi : Comment maintenir l'élan des produits asiatiques d'épicerie après le boost de la période pandémique ?" - 2023, CCMP, France 2023 Case Study
    CAPEAU, F. - "Tanoshi: How can we keep up the momentum of Asian grocery products after the boost during the pandemic period?" - 2023, CCMP, France 2023 Case Study
    CAPEAU, F. - "Blancrème : quelle nouvelle gamme pour conquérir le marché de la clean beauty ?" - 2023, CCMP, France 2023 Case Study
    CAPEAU, F. - "What new line should be used to expand in the clean beauty market?" - 2023, CCMP, France 2023 Case Study
    PEYRE, S., F. CAPEAU - "Bjorg & la catégorie des boissons végétales : comment améliorer l’implantation des boissons végétales en rayon, au bénéfice de la catégorie et de Bjorg ?" - 2023, CCMP, France 2023 Case Study
    PEYRE, S., F. CAPEAU - "Bjorg and the plant-based milk category in France: How to improve the implementation of plant-based drinks in stores for the benefit of the category and of Bjorg?" - 2023, CCMP, France 2023 Case Study
    CAPEAU, F., C. DELORME - "Blancrème : maîtriser son portefeuille produits pour performer sur le marché de la clean beauty" - 2023, CCMP, France 2023 Case Study
    CAPEAU, F., C. DELORME - "Blancrème: Mastering your product portfolio to perform in the clean beauty market" - 2023, CCMP, France 2023 Case Study
    CAPEAU, F., D. CASTAGNONI, T. WHITE - "Danone Eaux France Volvic ou Evian: quelle marque pour cibler le marché des boissons pour enfants" - 2020, CCMP, Paris, France 2020 Case Study
    CAPEAU, F., T. WHITE - "Danone Eaux France Comment relancer la marque Volvic sur le marché des boissons pour enfants?" - 2020, CCMP, France 2020 Case Study
    CAPEAU, F., T. WHITE - "Danone Waters France Relaunching the Volvic brand on the kids’ beverage market" - 2020, CCMP, France 2020 Case Study
    CASTAGNONI, D., F. CAPEAU - "Palais des Thés ou comment optimiser la communication digitale" - 2018, CCMP 2018 Case Study
    CASTAGNONI, D., F. CAPEAU - "Palais des Thés ou comment associer raffinement et éthique" - 2017, CCMP 2017 Case Study
    CASTAGNONI, D., F. CAPEAU - "Kusmi Tea® ou comment innover sur le marché du thé" - 2016, CCMP 2016 Case Study
    Teaching domains

    Marketing

    • Innovation in Product and Service development
    • Marketing Management
    • Retail
    • Product and Category Management
    • Marketing Strategy
    Research domains

    Innovation

    • Innovation for Product and Service Development

    Customer Relationship Management (CRM)

    • Engagement Marketing

    Consumer Behavior

    • Consumer Participation
    • Transformative Consumer Research

    Agri-food business

    • Alternative food consumption

    Marketing

    • Sustainable Marketing
    • Marketing Education