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Lionel MALTESE

Marketing

Associate professor

lionel.maltese@kedgebs.com

Lionel Maltese holds a PhD in Management Science from IAE Aix-en-Provence, Aix Marseille University (2004). He has been an Associate Professor at Kedge Business School, teaching and conducting research in Sport Event Management and Marketing since 2006. He is also an Assistant Professor (Maître de Conférences) at Aix Marseille University – IUT Marseille, teaching in Strategic Management and Organizational Behaviour. He has been Head of the Professional Bachelor in New Technologies of Information and Communication since 2005 and DUT GEA2. His research focus is on Strategic Management and resource-based approaches, Reputation Management, Sponsorship Activation, Event Management, Sport Marketing and Management. He is a consulting expert for BNP Paribas (Hospitality Business Marketing), and for French tennis ATP tournaments (Open13 Marseille – Open Parv Auverne Rhone Alpes - BNP Paribas Masters Paris FFT – WTA Bussels Open – Open de Nice Côte d’Azur), advising on issues including: Event Organization, Strategic Asset Management and Planning, Entertainment & New Technologies Management, Ticketing Strategy and Hospitality Management, Sponsorship activations, Cause Related Marketing. He has also worked as a Consulting expert for the professional football clubs, PSG, working on the Fan Experience and Marketing Strategy, and Olympic of Marseille, working on Business Marketing Assets. Since February 2017, he is member of the Executive Committee of the French Federation of Tennis (FFT) – Roland Garros – Rolex Paris Masters in charge of the economic development and Research & Development department. Website: lionelmaltese.fr

Recent publications

Publication	Year of publication	Type of publication
MALTESE, L., "Marketing événementiel sportif : des ressources aux actifs territoriaux-le cas des tournois de tennis ATP provençaux" in Evénements et territoires. Aspects managériaux et étude de cas., Arnaud, C., Keramidas, O., Pasquier, M., Vuignier, R. Eds, BRUYLAND, 2018	2018	Book chapter
GIROUX, M., F.PONS, L.MALTESE, "The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams", International Journal of Sports Marketing and Sponsorship, 2017, vol. 18, no. 2, pp. 180-195	2017	Journal article
MALTESE, L., M.TERRIEN, N.SCELLES, S.MORROW, C.DURAND, "The win/profit maximization debate: strategic adaptation as the answer?", Sport, Business and Management: An International Journal, 2017, vol. 7, no. 2	2017	Journal article
MALTESE, L., F.PONS, F.PREVOT, "Managing E-Reputation and Key Stakeholders in the Context of Sport Expressive Organizations", International Studies of Management & Organization, 2017, vol. 47, no. 1, pp. 88-105	2017	Journal article
MALTESE, L., "Marketing sportif territorial" in Management, événements et terrtoires., Arnaud, C., Keramidas, O. et Pasquier, M. Eds, Bruylant, 2016	2016	Book chapter
MALTESE, L., M.GIROUX, F.PONS, "Sports Marketing" in Understanding Sport Organizations., Slack, T. & Parent, M. Eds, Human Kinetics, 2015	2015	Book chapter
PONS, F., L.MALTESE, M.GIROUX, "Brand activation in sports organizations" in Routledge Handbook of Sports Marketing., Simon Chadwick, & Nicolas Chanavat Eds, Routledge, pp. 27-37, 2015	2015	Book chapter

Teaching domains

Marketing

Sport Business Marketing & Management

Research domains

Sports & Events Management

Kedge Insights

Insights	Others authors	Category	Expertise
Olympique de Marseille et e-réputation	None	Expert’s view	Marketing & new consumption
Cristiano Ronaldo, la valeur marketing en or indispensable au Real Madrid	None	Expert’s view	Marketing & new consumption
Party time : Rituels festifs dans le monde du BtoB	Bernard COVA	Video publication	Marketing & new consumption