Social & Innovation Marketing

Our "Social & Innovation Marketing" lab produces and disseminates original and innovative contributions, that benefit consumers, companies, and communities for the greater social good.

An interdisciplinary approach

We use a multi-disciplinary approach to address a range of research questions in marketing and consumer behavior. These disciplines include marketing, psychology, sociology, biology and anthropology. The Lab members also share expertise in quantitative, experimental, qualitative and ethnographic methodologies to better understand companies and consumer decision-making, reasoning and preferences.

This interdisciplinary approach allows us to create synergies between the research techniques and methodologies commonly used in marketing, consumer psychology, cognitive science, evolutionary psychology, sociology, cultural studies, ethnography and anthropology.

Flyer of the Lab

Research areas

Social & Sustainable Marketing

Green Marketing, Food Marketing, Gendered Marketing, Ethical Consumption, Corporate Social Responsability, Responsible Communication & Nudging, Communication Crisis & Online, Communication Management

Innovation & Artificial Intelligence

Diffusion of Innovation, Adoption of Autonomous Machines and the Internet of Things, Social Implications of Artificial Intelligence, Innovative Consumers, Cocreation & Crowdfunding, End-User Entrepreneurship, Innovative Branding

Culture & Cultural Practices

Cultural Practices, Culture & Humor in Advertising, Gender Studies, Materialism, Consumer Identity Projects, Corporate Philanthropy, Reading Audience

Fields of Expertise

Business to Business

Aerospace Marketing, B2B Branding, B2B Purchasing, B2B Project Marketing

Consumer Behavior

Food & Nutrition, Cultural & Creative Industries, Consumer Goods, Services, Robots

Seminars and Conferences

12 june 2019 :Workshop "How to publish in RAM" by Prof. David GOTTELAND, EM Lyon (France).

23 may 2019 :Workshop "When doing good will not save us: Boundary conditions for the buffering effect of CSR" by Prof. Paolo Antonetti, Neoma Business School (France).

11 april 2019: Workshop "Conflicting intuitions in the same mind: how context overturns automatic toxic intuitions in product judgments decisions" by Prof. Olivier Trendel, Associate Professor, Grenoble École de Management (France).

25 march 2019 :Workshop "How Do Social Norms Influence Parents’ Food Choices for Their Children? The Role of Social Comparison and Implicit Self-Theories" by Prof. Shashi MATTA, Ingolstadt School of Management.

29 november 2018 : Workshop “Food Marketing" by Tobias Otterbring, Aarhus University (Denmark) and Olivia Petit, Kedge Business School (France).

9 november 2018 : Workshop “Food waste in the eye of the consumer" by Simona ROMANI (LUISS University, Rome)

18 May 2018 : Workshop “Empowering Donors. How to increase fundraising efficiency via coupling and unpacking." by Bram Van den Bergh (Rotterdam School of Management, Erasmus University)

30 March 2018 : Workshop “The (future) consequences of food: Inventory, Importance and Qualitative typology of French Consumers" by Laurie BALBO (Montpellier Business School) and Phuong Thao BUI-NGUYEN (University of Toulouse Jean Jaures)

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 CHEBATAbstract: 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
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 - Seminar "Branding & Social Networks" with George Christodoulides.

Research Lab Members and Research Themes

CV of researchers available here

Dr Rebecca ARDITTI SIRY
Dr Rebecca ARDITTI SIRY
Philanthropy and fundraising, the audiences of arts and culture, marketing of press companies
 

Dr Isabelle ASSASSI
Dr Mathieu ALEMANY OLIVIER
Consumption-mediated interpretations and constructions of reality, consumer childlikeness, conspiracy theories and the post-truth era
 

Dr Isabelle ASSASSI
Dr Isabelle ASSASSI
Marketing & Management of artistic and cultural organizations, sponsorship & Fundraisers’ job, gender equality in students’ associations management and in cultural organizations top management
 

Dr Camilla BARBAROSSA
Dr Camilla BARBAROSSA
Consumer adoption of eco-friendly alternatives, consumer responses to corporate social responsibility and irresponsibility, effects of stereotypes on intergroup judgments
 

Dr Christophe BENAROYA
Dr Christophe BENAROYA
B2B Marketing, branding, aerospace
 

Dr Stéphane BERNARD
Dr Stéphane BERNARD
Communication and corporate social responsibility (CSR)
 

Dr Laurent BERTRANDIAS
Dr Laurent BERTRANDIAS (HDR)
Consumers’ relationships with intelligent technologies , information and consumer pro-environment behaviour, consumer financial constraint and deprivation

Dr Sylvie BORAU
Dr Sylvie BORAU
Evolutionary consumption (applied to advertising, gendered marketing, AI), consumer well-being, ethics
 

Dr Laurence BUNDY

Dr Laurence BUNDY
Consumer acculturation, gender studies, corporate philanthropy
 

 

Yanyan CHEN

Yanyan CHEN
Influence of emotion on consumer behavior, social and environmental values during consumption

 

Leila ELGAAIED-GAMBIER
Leila ELGAAIED-GAMBIER
Pro-environmental consumer behavior, effectiveness of pro-environmental Public Service Announcements and regulations, social norms and social influence
 

Timo MANDLER
Timo MANDLER
Global and local branding, cross-cultural consumer behavior, methodological issues in international marketing research
 

Delphine GODEFROIT-WINKEL
Delphine GODEFROIT-WINKEL
Development, pro-environmental consumer behavior, retailing
 

Pr Jean Marc DECAUDIN (HDR)
Pr Jean Marc DECAUDIN (HDR)
Marketing and communication of services, communication marketing, internal communication, brands
 

Dr Jacques DIGOUT (HDR)
Dr Jacques DIGOUT (HDR)
E-Publicité; Virtual Communities; social networks; Web Marketing; Customer Relationship Management (CRM)

Linda HAMDI KIDARLinda HAMDI KIDAR
Cocreation, Innovation, Crowdsourcing

 

Dr Philippe MALAVAL (HDR)
Dr Philippe MALAVAL (HDR)
Branding, digital and marketing B2B, lobbying
 

Assistante Recherche:Liling SUN
CV of researchers available here

Phd Students:
Ransome Bawack
Ngoc Bich Dang

 

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