Nacima OURAHMOUNE

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Nacima Ourahmoune is Associate Professor of Marketing and Consumer Culture at KEDGE Business School. She obtained her doctorate from ESSEC and IAE Aix-en-Provence’s joint doctoral program. She also holds an MSc in Marketing Research (Univ. Paris 1 Sorbonne), an MBA in Luxury Branding (Sup de Luxe, Chaire Cartier), a Grande Ecole Master’s degree in Business Studies (HEC Paris) and a Master’s degree in Politics (Sciences-Pô). Nacima has10 years of experience as a consultant in strategy and in marketing. She founded and coordinates the Luxury and Branding Track in the Grande Ecole Program at KEDGE. Her research examines marketplace phenomena in established consumer cultures and in emerging markets in various contexts including global tourism, beauty, luxury and fashion, health issues, sustainability and collaborative consumption. Her research tackles power issues in the marketplace with a focus on gender and transformative approaches related inclusion. Her research has appeared in various international leading books and in outlets such as :  Journal of Marketing Management, Consumption, Markets and Culture (2), Journal of Public Policy and Marketing, Journal of Business Research (3), Marketing Theory, Journal of Macro Marketing, Journal of Consumer Behavior among other journals. Nacima is Board member of GENMAC, of AFPSA American Research foundation and companies such as Ownyourcash.fr (Paris), WomWork Algiers that deal with women inclusion in business. Nacima appears in national and international media on a regular basis.

    Recent publications
    Publication Year of publication Type of publication
    OURAHMOUNE, N., L. ZAYER , W. HEIN, J. BRACE GOVAN, C. COLEMAN, R. HARRISON, L. STEINFIELD, M. SANGHVI, "The Renaissance of Gender Equality Research and Sustainable Development in the Academic Context of Marketing" in Struggles and Successes in the Pursuit of Sustainable Development for the Principles of Management Education (PRME)., Tay Keong Tan, Milenko Gudic, Patricia M. Flynn Eds, Routledge, 2020 2020 Book chapter
    OURAHMOUNE, N., L. STEINFIELD, C. COLEMAN, L. TUNCAY ZAYER, W. HEIN, "Power logics of consumers’ gendered (in)justices: reading reproductive health interventions through the transformative gender justice framework", Consumption Markets & Culture, 2019, vol. 22, no. 4, pp. 406-429 2019 Journal article
    STEINFIELD, L., M.SANGHVI, L.TUNCAY ZAYER, C.COLEMAN, N.OURAHMOUNE, R., L.HARRISSON, W.HEIN, J.BRACE GOVAN, "Transformative intersectionality: moving business towards a critical praxis", Journal of Business Research, 2019, vol. 100, pp. 366-375 2019 Journal article
    OURAHMOUNE, N., I.ROBERT, A.-S.BINNINGER, "Nudge environnementaux et norme sociale: une analyse controversée des discours de consommateurs" in La conduite du changement climatique: entre contraintes et incitations., Ed., L. G. D. J. , chap. 3, pp. 117-134, 2018 2018 Book chapter
    ROKKA, J., N. OURAHMOUNE, "When a Rapper Buys a Champagne House: Jay-Z and Ace of Spades." in Consumer Behaviour: A European perspective., Michael R. Solomon, Gary J. Bamossy, Søren T. Askegaard and Margaret K. Hogg Eds, Pearson editions, chap. case study, pp. 638-639, 2018 2018 Book chapter
    OURAHMOUNE, N., "Embodied transformations and food restrictions: The case of medicalized obesity", Journal of Business Research, 2017, vol. 75, pp. 192-201 2017 Journal article
    HEIN, W., L.STEINFIELD, N.OURAHMOUNE, C. A.COLEMAN, L. T.ZAYER, J.LITTLEFIELD, "Gender Justice and the Market: A Transformative Consumer Research Perspective", Journal of Public Policy & Marketing, 2016, vol. 35, no. 2, pp. 223-236 2016 Journal article
    OURAHMOUNE, N., "Luxury Retail Environments And Changing Masculine Sociocultural Norms", Journal of Applied Business Research, 2016, vol. 32, no. 3, pp. 695 706 2016 Journal article
    OURAHMOUNE, N., "Narrativity, temporality, and consumer-identity transformation through tourism", Journal of Business Research, 2016, vol. 69, no. 1, pp. 255-263 2016 Journal article
    Teaching domains

    Marketing

    • Marketing, Luxury Marketing, Consumer Culture, Branding, Consumer Behavior, Qualitative Studies
    • Cultural Strategic Branding
    • Consumer Behaviour
    • Brand communication
    • Sociology of consumption
    • Consumer culture
    Research domains

    Consumer Culture Theory

    • Consumer Culture Theory, Transformative Consumer Research, Gender, Body, Post-colonial, Cultural Branding, Semiotics Culture Theory, Emerging markets, Mediterranean consumption

    Brands & Branding

    • Cultural branding

    Developing Countries

    Business Ethics

    Kedge Insights
    Insights Others authors Category Expertise
    À l’épreuve du feu et de la pandémie, un regain de solidarité nationale en Algérie None Published in The Conversation
    Other
    Le dilemme gambien sur les cosmétiques dépigmentants et sa résonance avec le mouvement Black Lives Matter None Published in The Conversation
    Marketing & new consumption
    Algérie : la « Révolution du sourire pacifique » persiste et signe None Published in The Conversation
    Other
    Debate: France, the nation where culture was left behind Anne GOMBAULT Published in The Conversation
    Creative Industries & Culture
    Pour les marques, Black Lives Matter… vraiment ? None Published in The Conversation
    Marketing & new consumption
    Steak végé, dinde halal : petite leçon de marketing None Published in The Conversation
    Marketing & new consumption
    Covid-19: in France, culture sacrificed? Anne GOMBAULT Published in The Conversation
    Creative Industries & Culture
    Covid-19 : en France, la culture sacrifiée ? Anne GOMBAULT Published in The Conversation
    Creative Industries & Culture
    Discrimination raciale au Brésil : le boycott de Carrefour souligne l'urgence des marques à revoir leurs pratiques None Published in The Conversation
    Marketing & new consumption
    Pourquoi le peuple algérien aspire au prix Nobel de la paix None Published in The Conversation
    Other
    Rosie la Riveteuse, figure controversée de la lutte féministe None Published in The Conversation
    Other
    Opération mains propres en Algérie : la société civile mobilisée pour une « révolution durable » None Published in The Conversation
    Other
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