The members of the new consumption and marketing research centre regularly appear in the media to share the results of their work with the general public. Research is also shared through cooperation with companies within the scope of of research projects and chairs. Researchers from the research centre are also invested in developing educational projects directly related to their research. Furthermore, several events are organised every year to bring together different stakeholders (such as researchers, companies, academic partners, and students) to discuss research conducted at the centre of excellence.
Presence in the media
Research and development
PROJECTS
CHAIRS
- Business as unusual: Innovative practices & new business models
The ‘Business as Unusual’ chair, created in 2013, aims to explore and further the understanding of new practices and business models as well as new organisational forms in a rapidly changing environment.
Since 2001, the “Business in a Connected World” Chair develops and disseminates knowledge and state-of-the-art expertise on the adoption and use of digital technologies by consumers and companies. The aim of the Chair is also to study the evolution of different forms of retailing as well as the development and integration of customer relations into an omni-channel strategy.
- Sustainable Sourcing in the Network Environment
The ‘Sustainable Sourcing in the Network Environment’ research chair, founded in 2008 by businesses, NGOs and the KEDGE Business School, is developing a dynamic vision and an in-depth, multi-faceted understanding of responsible purchasing.
Consult the guidePedagogy and student life
Trainings associated with the centre
The research conducted by the centre of excellence are transposed in different forms in almost all of KEDGE’s educational programmes:
- MSc Digital Marketing & Sales
- MAI – Innovation & International Purchasing
- MSc International Business
- MSc Sport – International Sport & Event Management
- Programme Grande Ecole
- KEDGE Bachelor
- EBP International
- Business Engineer
The courses integrated in these programmes relate to ‘classic’ marketing subjects such as brand management and luxury marketing as well as:
- sensory marketing, experiential marketing, UX design & web ergonomics, customer-computer interaction,
- culture, consumption and marketing,
- tribal marketing & brand communities, etc.,
- and e-sports (video games).
As part of the educational process, KEDGE researcher-professors involve students in their efforts both in courses and through final dissertations. Student participation can take new and original forms--a member of the centre is a certified Lego Serious Play coach.
Events
Research seminars
Members of the centre have invited internationally renowned professors. They have given lectures at KEDGE Business School and offered many opportunities for networking collaboration. This notably includes:
- 2020
“Anthropology in business” by Rita Denny (Practica Group Epic people Northwestern University / USA)
- 2019
Lionel Maltese (Kedge) & Frank Pons (Laval Univ. Canada) “Sport business research landscape & opportunities “
S. Wilner (Wilfrid Laurier University), Expressive Materiality and the Making of Markets: Insights from the U.S. Cannabis Market
Markus Blut (Aston Business School), Christof Backhaus (Aston Business School), Heiner Evanschitzky (Aston Business School), Yves Van Vaerenbergh (KU Leuven), Micael Dahlén (Stockholm School of Economics), Stefano Pace : Trends in retail marketing & the future of wine retailing
B. Ivens (University of Bamberg): Current Issues in Industrial Marketing
- 2018
Research Seminar on “Digital Marketing & Technology”; invited guest speakers: V.-S. Osburg (University of Hull) & V. Yoganathan (Bradford University): “Avoiding the Trap of Negative Ethical eWoM in Talent Attraction”
H. Evanschitzky (Aston BS): “Research Overview and Future Opportunities for Collaborative Projects in the Marketing & Retail Space”
L. Hollebeek (Montpellier BS and Tallinn University of Technology): “Customer Engagement”
A. Lucarelli (Lund University): An Overview of Current Research Projects
Ch. Kowalkowski (Linköping University): Services in Industrial Marketing
- 2017
C. A. Russell (American University) An Overview of Current Research Projects
S. Guercini (University of Florence): Unconventional Entrepreneurship and Communal Markets
L. Schons (University of Mannheim): Creating Joint Impact of Research Projects through Collaborations with Partner Companies
Leena Aarikka-Stenroos - Tampere University of Technology Développement de la recherche sur l’initiation des relations B2B (see 2018 IMM article) – 1 month visiting
- 2016
H. Evanschitzky (Aston Business School) : « Customer Inspiration Conceptualization, Scale Development, and Validation »
J. Lee (Korea University Business School) : Lottery tickets buying behaviour in Korea
- 2015
J. Schouten (Aalto University School of Business): “The Ethnography in Consumer Research.”
M. Holmlund (Hanken School of Economics): “Relationship Marketing and Changing Practices in Banking.”
A. Diamantopoulos (University of Vienna): “How to Get Published in International Journals: The (Bumpy) Road to (Possible) Success.”
G. Fitzsimons, T. Chartrand, and M. Platt (all from Duke University): A series of research talks on “Cutting Edge Research in Branding.”
M. Cleveland (University of Western Ontario): “Publishing in the International Marketing Review.”
Organized conferences and workshops
- 2020
14th Royal Bank International Research Conference: “Information Communication Technology: People, Culture and Globalization”, Marseille
- 2019
Fringe event at the British Academy of Management (BAM) conference in Birmingham, Aston BS, on “Digital Transformation - Opportunities and Challenges for the Retail Industry” (speakers: Prof Heiner Evanschitzky, Aston BS, Prof Boris Bartikowski, Kedge BS, Prof Tim Baines, Aston Business School, UK, Prof Thomas Rudolph, University of St Gallen; Prof Olivia Petit, Kedge BS, Prof Christian Brock, University of Rostock; Prof Nancy Wunderlich, University of Paderborn). A related agenda setting article is planned to be published in Journal of Service Management Research SMR on “Digital Disruption in Retailing”
Workshop “Foodways and Food-related intangible cultural heritage as drivers for sustainable development in rural areas”, as part of the Forum Origin, Diversity and Territories, Turin
Workshop “Territorial Brands in the Alpine Region”, co-organized with EUSALP, the European Union Strategy for the Alpine Region, Bolzano.
3rd KCO Symposium : « Le rôle des communautés dans le développement et l’appropriation d’innovations par l’entreprise” (Communities roles in the development and appropriation of innovations by the company), Kedge Business School, Toulon
- 2018
The 34th Annual Industrial Marketing and Purchasing (IMP) Conference, Kedge Business School, Marseille, 4-7 September
- 2017
2nd KCO Symposium : “Nourrir sa créativité par les communautés de connaissances !” (Feeding one's creativity through knowledge communities), Kedge Business School, Toulon
- 2016
11th Consumer Culture Theory Conference, University of Lille.
- 2015
KCO Symposium (“Communities of Practice and Networks of Practice in Organizations and Smart Cities”), Kedge Business School, Toulon.
Interpretive Consumer Research Workshop; University of Edinburgh Business School.
Participation in international conferences
The members of the Marketing & New Consumption center of excellence present their research results in international conferences each year. These include the EMAC (European Marketing Academy), ACR North American Advances, AMS Annual Conference (Academy of Marketing Science), AFM Annual Conference (French Marketing Association).
