Our research themes
The research of the Marketing team focuses on technological innovations (e.g. augmented reality, Internet of Things, artificial intelligence) that contribute to fundamental changes in business models (Airbnb, Uber), to innovation (co-creation platforms), to customer relationship management -CRM (personalization and consumer connection), and to the collection and sharing of information (big data and invasion of privacy).
The research work is perfectly in line with the marketing associations’ (AFM and MSI) hot-topics and deals with to the following issues:
1) Digital technologies, hyperconnectivity, customer relationship management, and ethical aspects of marketing
It appears that the advent of social networks, platforms, the Internet of the Things (IoT), artificial intelligence (AI), chatbots, service robots is leading to an increase in consumer connectivity and a large part of customer-company interactions are taking place without human intervention. The plethora of big data and analytical approaches allow for personalization that can improve satisfaction and loyalty.
In this context, several issues will be addressed (particularly in the context of French-German cooperation with the "Duale Hochschule Baden-Würtemberg Stuttgart", “Bosch” and "Mercedes" around autonomous vehicles and AI), with the following key questions:
Adoption and appropriation of new technologies, marketing, and customer relations: - How to foster the adoption of digital technologies (IoT, AI, smart home, autonomous vehicle, augmented and virtual reality)?
Artificial intelligence, automation, service robots, marketing, and customer relations:
- What is the optimal mix of automated services, service robots, and humans along the customer journey?
- Which automated tasks produced by service robots create optimal value?
- What fosters trust in smart technologies (the autonomous car, the chatbot)?
- How do automated connections via IoT and AI shape the nature of marketing interactions, satisfaction, loyalty, and customer experiences?
- Do automated services lead to dehumanization, as well as consumer well-being or bad-being?
Big data management, marketing, and customer relations:
- What are the effects of big data management on marketing and business performance?
- What are the effects of big data and personalization (via AI and IoT) on privacy concerns and well-being?
- How can firms protect customer data and privacy?
- What is the trade-off between the personalization of the customer experience, and the collection and use of customer data?
- What is the impact on consumer well-being?
Regarding the ethical aspects of marketing, the team's research also address various societal issues, to include:
- How can effective prevention tools be implemented in order to defuse the process of online radicalization?
- Do habits play a facilitating role in sound budget management and, if so, how can banking applications participate in the establishment of such habits?
- How does ownership become central to the process of buying a second-hand object?
2) Consumer empowerment and innovation
It appears that the consumer has become a key actor in the innovation strategies of companies (e.g. participation in crowdsourcing activities). These strategies raise several essential questions:
- How to distribute the value created among the members of the crowdsourcing community?
- How to foster consumer motivation to engage in innovation communities?
More specifically, the researchers of the team try to understand the motivations for co-creating new products and the consequences on the well-being of the co-creator, as well as the facilitating role of digital technologies. It also tries to better understand the strategies to promote co-created products:
- What is the role of FabLabs in the emergence of co-creator entrepreneurship?
- What is the perception of ownership of co-creators?
- GIRAUD Magali (Head of Department)
- GROBERT Julien
- MEYER-WAARDEN Lars (Head of the Research Team)
- MUNZEL Andreas
- LAPORTE Sandra
- SALGADO Stéphane
- SENGES Eloïse
- VELLERA Cyrielle
Scientific special events
In order to share ideas, PhD students’ work in progress are the subject of presentations at monthly seminars specific to the marketing research team. Regarding our publications, we have introduced a procedure for reviewing articles during workshops. Researchers are actively involved in the editorial boards of scientific journals in the field.
The Marketing team is highly interested in collaborating with scholars as well as practitioners with an interest in one of the focus areas of consumer power: empowerment.