Professeur Resident faculty TBS since 2017

Department: Marketing

Laboratory: Marketing & Communication Networks



  • 2013 : PHD in Management Sciences • Université Lille 2, France

Teaching Experience

  • Since 2017 : Associate Professor • Toulouse Business School, Casablanca, Morocco
  • 1998-2017 : Independent lecturer • Université Lille 2 (France), Université Hassan II (Morocco), Ecole Supérieure Algérienne des Affaires (Algeria), Ghana Institute of Management (Ghana)



Academic publications

  • SCHILL, M., D.GODEFROIT-WINKEL, M. F.DIALLO, C.BARBAROSSA, "Consumers’ intentions to purchase smart home objects: Do environmental issues matter?", Ecological Economics, 2019, vol. 161, pp. 176-185[Cnrs :1]
  • GODEFROIT-WINKEL, D., M.SCHILL, M. K.HOGG, "The interplay of emotions and consumption in the relational identity trajectories of grandmothers with their grandchildren", European Journal of Marketing, 2019[Cnrs :3, Fnege: 3]
  • GODEFROIT-WINKEL, D., M.SCHILL, "Consumer segments in the smart environmental objects market", Journal of Consumer Marketing, 2019, vol. 36, no. 2, pp. 317-327[Cnrs :4, Fnege: 4]
  • DIALLO, M. F., F.DIOP-SALL, S.DJELASSI, D.GODEFROIT-WINKEL, "How Shopping Mall Service Quality Affects Customer Loyalty across Developing Countries: The Moderation of the Cultural Context", Journal of International Marketing, 2018, vol. 26(4), pp. 69-84[Cnrs :3, Fnege: 2]
  • SCHILL, M., D.GODEFROIT-WINKEL, L.LETHIELLEUX, M.COMBES-JORET, "Action de l’entreprise dans la lutte contre le réchauffement climatique : effets sur l’identification organisationnelle et l’engagement organisationnel des salariés", Revue de Gestion des Ressources Humaines, 2018, vol. 108, no. 2, pp. 3-18[Cnrs :3, Fnege: 2]
  • GODEFROIT-WINKEL, D., "Developing Shopping Abilities to Empower: An Ethnography of Moroccan Women in Supermarkets", Markets, Globalization and Development Review, 2018, vol. 3, no. 2, art. 2, pp. 1-32
  • DJELASSI, S., D.GODEFROIT-WINKEL, M. F.DIALLO, "Does culture affect the relationships among utilitarian and non-utilitarian values, satisfaction and loyalty to shopping centres? Evidence from two Maghreb countries", International Journal of Retail and Distribution Management, 2018, vol. 46 Issue, no. 11/12, pp. 1153-1169[Cnrs :3, Fnege: 3]
  • GODEFROIT-WINKEL, D., M.SCHILL, "Shared Happiness and Relational Identities among French Grandmothers and Grandchildren", Advances in Consumer Research, 2016, vol. 44, pp. 458-459
  • FIGUEIREDO, B., J.CHELEKIS, B.DEBERRY-SPENCE, A. F.FIRAT, D.GODEFROIT-WINKEL, G.GER, O.KRAVETS, J.MOISANDER, K.NUTTAVUTHISIT, L.PEÑALOZA, M.TADAJEWSKI, "Developing Markets? Understanding the Role of Markets and Development at the Intersection of Macromarketing and Transformative Consumer Research (TCR)", Journal of MacroMarketing, 2015, vol. 35, no. 2, pp. 257-271[Cnrs :4, Fnege: 3]
  • GODEFROIT-WINKEL, D., S. K.BONSU, "Conceptualizing Consumer Freedom: Liberating Shopping Practices Among Moroccan Women", Advances in Consumer Research, 2015, vol. 11, pp. 140-141
  • GODEFROIT-WINKEL, D., M.-H.FOSSE-GOMEZ, "The Changes of Meanings over Life Stages: Caftans as Expressions of Moroccan Women’s Identities", Advances in Consumer Research, 2014, vol. 42, pp. 493
  • GODEFROIT-WINKEL, D., M.-H.FOSSE-GOMEZ, N.ÖZÇAGLAR-TOULOUSE, "Globalization in the Less Affluent World: Moroccan Consumers' Acculturation to Global Consumer Culture in Their Homeland", Advances in Consumer Research, 2012, vol. 40, pp. 454-461
  • GODEFROIT-WINKEL, D., M.-H.FOSSE-GOMEZ, N.ÖZÇLGAR-TOULOUSE, "Acculturated in Homeland: Consumer Culture in Morocco", European Advances in Consumer Research, 2012, vol. 9, pp. 581-582


  • GODEFROIT-WINKEL, D., M. E.WINKEL, "Rethinking Industrial Marketing from a Cultural Perspective: Spanish Steel Mill Strategies in Morocco after the 2008 Crisis" in In Times of Crisis: Perspectives and Challenges of the 21st Century., mbaye fall diallo et joseph kaswengi Ed., Nova Science Publishers, 2018 [978-1-53613-512-1]
  • BONSU, S. K., D.GODEFROIT-WINKEL, "Guinness in Africa : Contemporary Branding at the Base of the Pyramid" in The Routledge Companion to Contemporary Brand Management., Dall'omo Riley F., Singh J., Blankson Ch. Eds, Routledge, chap. Part IV, pp. 341-404, 2016 [978-1-315-79678-9]
  • GODEFROIT-WINKEL, D., S. K.BONSU, "Repenser les Stratégies Globales dans une Perspective Culturelle" in Repenser le Commerce, Vers une Perspective Socio-Culturelle de la Distribution., Isabelle Collin-Lachaud Ed., Editions EMS, 2014 [978-2847696295]

Published case


  • GODEFROIT-WINKEL, D., "Sustainable Innovation Bottom-Up Enterprise" 2nd Subsistence Marketplaces Bottom Up Immersion Conference, Arusha Region, Tanzania, 25-28 mai. 2019
  • GODEFROIT-WINKEL, D., M.DIALLO, S.DJELASSI, "Shopping mall values, customer satisfaction and loyalty: The moderation of education level in Morocco," in Association for Marketing Science Annual Conference, Vancouver, Canada, 29-31 mai., 2019
  • SCHILL, M., D.GODEFROIT-WINKEL, P.ODOU, F.SCHIFFLER, "Représentations Mentales et Réactions Affectives Liées au Changement Climatique: Impacts sur les Intentions d’Agir" in 35ème Congrès international de l' Association Française de Marketing, Le Havre, France, 15-17 mai., 2019
  • GODEFROIT-WINKEL, D., S. K.BONSU, "The Re-Resurrection of David Bowie: Death and Immortality in Contemporary Society" Consumer Culture Theory Conference, Odense, Denmark, 28/06-01/07/2018. 2018, Odense
  • GODEFROIT-WINKEL, D., L.PEÑALOZA, "Women's empowerment in shopping: A qualitative investigation among Moroccan Women" 14th ACR Gender Marketing and Consumer Behavior Conference , Dallas, TX, USA, 9-11 octobre. 2018
  • GODEFROIT-WINKEL, D., L.PEÑALOZA , S. K.BONSU, "Shopping for Freedom: Moroccan Women's Experience in Supermarkets" in Conference Association for Consumer Research Trust in Doubt, Dallas, 11-14 octobre., 2018
  • SCHILL, M., D.GODEFROIT-WINKEL, M.HOGG, "Contemporary Intergenerational Relationships and Consumption: Through the Lens of a Study of French Families" Edinburgh University Business School PhD Workshop, Opening Session, Plenary, Edinburgh, 2 novembre. 2018 Coauthorspresented
  • GODEFROIT-WINKEL, D., M. F.DIALLO, S.DJELASSI, "Effects of Perceived Value of a Shopping Mall: Evidence from Morocco" in International Business and Consumer Research Conference, Marrakech, Morocco, 24-27/04/2017., International Business and Consumer Research Conference, 2017, Marrakech
  • GODEFROIT-WINKEL, D., M.SCHILL, "Identifier les Images Perçues d’une Ville; Les Images de Casablanca à travers une Typologie de ses Étudiants", 1ère Journée de Recherche sur les Pays d'Afrique, 2017
  • BONSU, S., D.GODEFROIT-WINKEL, C.CHELARIU, "Purchasing Guilt: Conceptualization and Propositions for Future Research" in Academy of Marketing Science, 19th World Marketing Congress, Paris, France, 19-23/07/2016., Academy of Marketing Science, 2016, Paris
  • GODEFROIT-WINKEL, D., "Elderly Women and Honor Construction in Moroccan Families" in 14th Biennal Conference, Lima, Peru, 9-11 /08/2016., The International Society of Markets and Development, 2016, Lima
  • GODEFROIT-WINKEL, D., M.SCHIL, "Shared Happiness and Relational Identities among French", Association for Consumer Research North American Conference (ACR), vol. 44, pp. 458-459, 2016


Teaching fields

  • International Marketing
  • Cross-Cultural Marketing
  • BtoB Marketing 
  • Market Research
  • Organizational Behavior
  • Marketing Mix

Research Topics

  • Gender 
  • Emotions
  • Consumer Culture Theory
  • Environnement/Climate Change
  • Consumer Identity

Professional expertise

Editorial activities

  • 2017 : Reviewer for the book In Times of Crisis: Perspectives and Challenges for the 21st Century, Nova Publisher
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Academic associations

  • ACR • Association for Consumer Research
  • CCTC • Consumer Culture Theory Consortium
  • ISMD • International Society of Markets and Development
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Organization of Scientific Events

  • 2012 : Member of the  organizing commitee of the 12th conference of the International Society of Markets and Development
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