Laure CHAMBOST GUIGARD

Dr Laure CHAMBOST GUIGARD holds a PhD in Management Sciences from the University Jean-Moulin Lyon 3 and a Master's degree in Management Research. She is an Assistant Professor at KEDGE Business School in Marseille and Toulon. Her area of expertise is in B2B marketing and sales, and she has presented a thesis on value co-creation practices in B2B sales. She contributes to international conferences and was the recipient of the Best Paper Award at the Global Sales Science Institute conference in 2024. From 2018 to 2024, she was a member of the faculty at IAE Lyon and EM Lyon Business School. She previously worked in digital marketing and advertising for over a decade at Publicis, where she held the roles of Digital Media Planner for France and Account Manager. Following her management of a web team for an e-commerce website with over 20,000 daily visits, she established her own consultancy specialising in e-commerce and digital business transformation. She teaches B-to-B marketing, sales and purchasing courses at Bachelor, Master 1 and Master 2 levels. Our research interests include the transformation of B-to-B sales and the application of a sociological perspective on selling using a practice approach. She is also interested in the digitalisation of sales and the role of women in sales.