Social & Innovation Marketing

Marketing & Communication Networks Research Lab of TBS Research Centre

The «marketing» lab produces and disseminates original and innovative contributions, generating new knowledge in the field of marketing and consumer behavior.

Areas of research include:

  • Innovation and new technology adoption in consumer and business markets, technologies enhancing user experience, communication networks, and the Internet of Things.
  • Brand experience design through the touchpoints and the peculiarities of channel communication.
  • The socio-cultural aspects of marketing and consumption in different fields of specialization (creative industries, heritage and tourism, food and nutrition).
  • The mediation of perceptual, cognitive and emotional dimensions in consumption and shopping behavior.
  • Responsible communication practices, ethics and the impact of marketing practices on consumer well being.

The Lab members share expertise in quantitative, experimental and qualitative methods of inquiry. Our approach is interdisciplinary creating synergies among research techniques and methodologies commonly used in marketing, consumer psychology, cognitive science, environmental psychology, evolutio¬nary psychology, sociology, cultural studies, ethnography, and anthropology.

Flyer of the Social & Innovation Marketing Research Lab

Research areas


Co-creation, User experience, Internet of Things, Virtual environments, Technology adoption, Aerospace Marketing, E-commerce

Brands & Communication

Brand experience, Channel communication, Corporate brands & communication, Retail & luxury brands, BtoB brands, Social media, Creative advertising.


Altruism, CSR, Persuasion, Gender Studies, Communication Responsable, Crisis management & communication

Consumer Behavior

Experiential marketing, Consumer perception, Consumer cognition, Choice, utility and value, Consumer emotions, Consumer power & well-being, Persuasion knowledge

Seminars and Conferences

7 November 2017 : Workshop “Similarity as a Double-Edged Sword" by Dr Sandra LAPORTE, HEC Montréal and Daniele SCARPI, UNiversity of Bologna.

29 September 2017 : Workshop “Factors that Delays Adoption of Disruptive Innovation: A Case of E-reading in Japan" by Dr Tomoko KAWAKAMI, Waseda University Business School.

27 February 2017 : Workshop “Workshop "Links between violent shoopers and employees employees' deviant behaviour" par Pr. Jean-Charles CHEBAT. Abstract: Customers are increasingly violent toward frontline employees. Service corporations developed three commonsensical strategies to deal with consumers, that is, "customer is king", "service with a smile", and "corporation as a family". Our empirical data (some 500 service employees) show that such strategies bring about paradoxical consequences on the employees' behaviors toward the service corporation, especially in terms of reduced commitment to the employer and deviant behavior. Employees show an increased level of anger toward the corporation, emotional exhaustion. Managerial conclusions are drawn from the findings.

6 october 2016 : Conference “Strategic Ambidexterity: Business Process Influence on Innovation Strategy” par Janet K. Tinoco, PhD
Chaire SIRIUS : Conférence “Strategic Ambidexterity: Business Process Influence on Innovation Strategy”Abstract: organizations that can successfully develop both radical and incremental product innovations positively impact sustained competitive advantage. Past research has indicated that a dual focus in innovation strategy may be fulfilled by use of dual organizational structures and cultures. This research complements these efforts by analyzing business process influences on dual focus. Using data collected from US high technology manufacturers, four strategic archetypes in innovation were developed and analyzed using cluster analysis. Dual focus firms were shown to have multiple processes in place that impact both types of innovation strategies and that these firms implement these processes to a greater extent than those firms operating in the more extreme positions. Following the report of results, implications for organizations toiling for a sustainable competitive advantage through product innovation are discussed, as well as future research directions.

2 april 2014 - Séminar "Branding & Social Networks" with George Christodoulides.

Research lab members and research themes

CV of researchers available here

Marketing of press companies, artistic industry practices

Dr Isabelle ASSASSI

Marketing of artistic organizations, sponsorship

Dr Christophe BENAROYA

Marketing B to B, project marketing, brand strategies, Naming

Dr Stéphane BERNARD

Communication and corporate social responsibility (CSR)

Dr Sylvie BORAU

Marketing effectiveness and well-being of consumers (Transformative Consumer Research), Theory of the evolution and consumption

Dr Laurence BUNDY Consumer acculturation study
Dr Geneviève CAZES VALETTE Anthropology of food, marketing of food and agricultural products
Prof Jean Marc DECAUDIN (HDR)

Marketing and communication of services, communication marketing, internal communication, brands

Dr Jacques DIGOUT (HDR)

Marketing Internet ; e-Publicité ; Virtual Communities ; Communities of practice ; social networks ; brand digital identity ; e-Learning ; e-Recrutement ; Web Social ; e-Commerce ; Web Marketing ; Customer Relationship Management (CRM)


Economics of Space sector, management of innovation (products and services) and organisational change, discontinuous and radical innovations


Marketing and International business

Dr Philippe MALAVAL (HDR)

B to B marketing, aeronautics marketing, brands, communication marketing, lobbying strategies

Dr Francesco MASSARA

Sales and consumer behaviour


Business relationships, value co-creation, innovation in the contexte of SME's

Assistante Recherche

Dragana MEDIC

Phd Students



Sylvie Borau - Marketing & Communication NetworksSylvie BORAU
Tél: + 33 (0)5 61 29 49 08
Fax: +33 (0)5 61 29 49 94