Full professor

Axe de recherche


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Lars Meyer-Waarden is a Professor of Management Science at Toulouse School of Management, specialised in Marketing. He obtained his PhD from IAE Pau, and the Karlsruhe Institute of Technology (KIT) in 2002. Prior to joining TSM in 2011, he held a professorship at Université de Strasbourg, where he managed the marketing and information systems division of the HuManiS laboratory. At TSM, Lars is Head of the Master International Marketing programme. He often serves as a visiting professor at KIT, Assumption University Bangkok, the Ehrenberg-Bass Institute of the University of South Australia, and the Franco-Vietnamese Centre in Hanoi and Saigon.

His research focuses on driving loyalty, customer loyalty, consumer empowerment and participatory marketing, CRM, Customer Lifetime Value models, and joint analysis. His work has been published in international journals such as the Journal of Retailing, Journal of the Academy of Marketing Science, European Journal of Marketing, and Research and Marketing Applications.

  • Domaines de recherche

    Customer loyalty

  • Consumer empowerment

  • Participative marketing

  • CRM

  • Articles (ranked journals)

    MUNZEL, A., J.-P.GALAN, L.MEYER-WAARDEN, "Getting By or Getting Ahead on Social Networking Sites? The Role of Social Capital in Happiness and Well-Being", International Journal of Electronic Commerce, March 2018, vol. 22, no. 2, pp. 232-257

    MUNZEL, A., L.MEYER-WAARDEN, J.-P.GALAN, "The social side of sustainability: Well-being as a driver and an outcome of social relationships and interactions on social networking sites", Technological Forecasting and Social Change, May 2018, vol. 130, pp. 14-27

  • Articles (non ranked journals)

    MEYER-WAARDEN, L., P.VOLLE - "Special number about CRM journal (Chief guest editor )" - 2012, Recherche et Applications en Marketing

  • Press articles, interviews

    MEYER-WAARDEN, L. - "Jusqu'où faire travailler les consommateurs ?" - 2013, Comprendre pour entreprendre

    MEYER-WAARDEN, L. - "Quand les marques enrôlent les consommateurs" - 2013, Le Monde

  • International conventions

    CLOAREC, J., L.MEYER-WAARDEN, A.MUNZEL, "Privacy Calculus in the Sharing Economy" in 47th European Marketing Academy Annual Conference., 2018

    CLOAREC, J., L.MEYER-WAARDEN, A.MUNZEL, "Privacy Calculus in the Sharing Economy" in 34th International Congress of the French Marketing Association., 2018

  • Conferences, symposiums, workshops

    CLOAREC, J., L.MEYER-WAARDEN, A.MUNZEL, "The influence of happiness with the Internet on intention to disclose information for personalized recommendations" International Colloquium of Relationship Marketing. 2016, Toulouse, France

    SUONIEMI, S., L.MEYER-WAARDEN, A.MUNZEL, R.OLKKONEN, "Big Data Analytics Use in CRM: Antecedents & Perfomance Implications" International Colloquium of Relationship Marketing. 2016, Toulouse, France

  • Books

    GEYER-SCHULZ, A., L.MEYER-WAARDEN, Consumer Empowerment: Is the digital Consumer a happy Consumer, Karlsruher Institute für Technologie (KIT), Karlsruhe, Germany, 2015

    MEYER-WAARDEN, L., Management de la fidélisation - De la stratégie aux technologies digitales, Vuibert, Paris, France, 2015

  • Chapters of books

    CASTÉRAN, H., L.MEYER-WAARDEN, W.REINARTZ, "Retention and Churn Modelling" in Handbook of Market Research., C. Homburg, M. Klarmann, & A. Vomberg Eds, Springer, pp. 1-33, 2017

    MEYER-WAARDEN, L., W.SABADIE, "Le management de la réclamation au regard de la qualité de la relation client" in Management de l'insatisfaction client. Transformer le pépin en pépite., B. Meyronin, S. Bourrier, & M.-L. Jullien Eds, Vuibert, 2017