Julien CAYLA

Marketing

Associate Professor, Nanyang Business School - Singapore, Affiliate Professor Kedge Business School

Julien Cayla is a Research Fellow at the Institute on Asian Consumer Insight, an Assistant Professor of Marketing at Nanyang Business School (Singapore) and a Visiting Professor at Kedge Business School (France).As an ethnographer, he tries to integrate anthropological theories and methodologies to the study of marketing in the global marketplace. 
Most recently Professor Cayla has been involved in a new research program on service interactions and how they vary across cultural contexts. 
His work has been published in outlets such as the Journal of Consumer Research, the Journal of Marketing, Organization Studies and MIT Sloan Management Review. He also edited Inside Marketing: Practices, Ideologies, Devices at Oxford University Press.

    Recent publications
    Publication Year of publication Type of publication
    Arnould, E. & Cayla, J. (2015) Consumer Fetish: Commercial Ethnography and the Sovereign Consumer. Organization Studies, 36 (10) 1361–1386 DOI: 10.1177/0170840615580012 2015 Refereed Article
    Cayla, J., & Arnould, E. (2013) Ethnographic Stories for Market Learning. Journal of Marketing, Vol. 77, Issue 4, 1-16. 2013 Refereed Article
    Agafonoff, N., Cayla, J. & Heath, B. (2014) League is for Real Blokes: An Ethnography of Tribal Masculinities in Australia. In Eds. Denny, R. & Sunderland, P. An Anthropological SourceBook, 379-395. 2014 Chapter
    Cayla, J., Cova, B., & Maltese, L. (2013) Party time: Recreation rituals in the world of B2B. Journal of Marketing Management, Vol. 29, Nos. 11-12, 1394-1421. 2013 Refereed Article
    Cayla, J., Beers, R., & Arnould, E. (2014) Stories That Deliver Business Insights. MIT Sloan Management Review, Vol. 55, No. 2, Vol. 55, No. 2, 55-62. 2014 Refereed Article
    Cayla, J., & Elson, M. (2012) Indian Consumer Kaun Hai? The Class-Based Grammar of Indian Advertising. Journal of Macromarketing, Vol. 32, No. 3, 295-308. 2012 Refereed Article
    Cayla, J. (2013) Brand mascots as organisational totems. Journal of Marketing Management, Vol. 29, Nos. 1-2, 86-104. 2013 Refereed Article
    Cayla, J., & Penaloza, L. (2012) Mapping the Play of Organizational Identity in Foreign Market Adaptation. Journal of Marketing, Vol. 76, 38-54. 2012 Refereed Article
    Zwick, D., & Cayla, J. (2011). Inside Marketing: Practices, Ideologies, Devices. In Zwick, D., & Cayla, J. (Eds), Inside Marketing: Practices, Ideologies, Devices (pp. 3-22). Oxford, UK: Oxford University Press. 2011 Chapter
    Cayla, J., & Peñaloza, L. (2011). Mapping the Future of Consumers. In Zwick, D., & Cayla, J. (Eds), Inside Marketing: Practices, Ideologies, Devices (pp. 320-340). Oxford, UK: Oxford University Press. 2011 Chapter
    Cayla, Julien and Eric Arnould (2009), “A Cultural Approach to Branding in the Global Marketplace,” Journal of International Marketing, Special Issue on International Branding, 16 (4), 86-112. 2009 Refereed Article
    Kedge Insights
    Insights Others authors Category Expertise
    Party time : Rituels festifs dans le monde du BtoB Bernard COVA Lionel MALTESE Video publication
    Marketing
    Party time : Recreation rituals in the world of BtoB Bernard COVA Video publication
    Marketing
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