Fanny CAPEAU is Associate Director of the Master in Management (Grande Ecole) Program at Kedge BS and Assistant Professor in the Marketing Department. She graduated from the HEC Grande Ecole Program in 2007 and worked for ten years in SMEs and large groups in the cosmetics and environmental biotechnology sectors, where she was Marketing and Development Director. She has been teaching at KEDGE since 2015 on the MSc and PGE, on the product manager function, marketing management and product and service innovation. She also works on the development of experiential learning in her courses by building pedagogical devices that integrate companies into the programs and courses (workshops, case studies, conferences, etc.). She holds a PhD in Management Sciences from the IAE of Aix-Marseille, and she is particularly interested in the field of retail, relational marketing, and consumer participation, placing her work in the Transformative Consumer Research stream.