Marwa Meddeb received her Ph.D in management from Aix Marseille University (AMU). She also received a research master in “management logistic and strategy” from the same university. She is a member of the laboratory “Centre de Recherche sur le Transport et la LOGistique” (CRET LOG) where she defended her thesis in July 2021. She has taught for the last five years (2016-2021) marketing, market research, purchasing, strategy and statistics at faculté d’économie et de gestion (FEG AMU). At kedge, she teaches data management & information systems and operations management for the IBBA1 students and operations & supply chain management for the MSc students. She is responsible for the SC track for the IBBA 2 students. Her research interests include the consumer behaviour in a mass customization context and the impact of the online sales configurator capabilities on the psychological empowerment. She is also interested by industry 4.0 and the digitalisation issues in the SCM.