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Cyrielle VELLERA

Associate professor

Axe de recherche

Marketing

cyrielle.vellera@tsm-education.fr

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Associate professor and Head of the Marketing department at Toulouse School of Management, Cyrielle Vellera is a researcher at TSM Research (UMR CNRS 5303).

Her teaching, research, and publications focus on the following topics: innovation marketing, user innovation, crowdsourcing/user co-creation, and user entrepreneurship.

Her doctoral thesis, awarded at Université de Grenoble, was awarded in 2014 with the thesis prize from the French Association of Marketing (AFM). She wrote a piece entitled, "Des consommateurs inventifs" (“Inventive Consumers”) published in Le Monde, and was the author of several scientific articles and book chapters. She has been a visiting scholar at several foreign universities: University of British Columbia (Canada), HEC Montreal (Canada), Kobe University (Japan), Aalto University (Finland), and collaborates with a number of organisations (fablabs, incubators) for teaching and research. She has presented her work at several conferences, including the Open and User Innovation Conference at Harvard Business School (USA).

  • Domaines de recherche

    Co-creation

  • Crowdsourcing

  • Open innovation

  • User innovation

  • User-entrepreneurship

  • Creativity

  • Articles (ranked journals)

    HAMDI-KIDAR, L., C.VELLERA, "Triggers entrepreneurship among creative consumers", Journal of Business Research, November 2018, vol. 92, pp. 465-473

  • Press articles, interviews

    VELLERA, C. - "Interview : Consommateurs et créateurs à la fois." - 2017, Comprendre pour entreprendre

    VELLERA, C. - "Les clients passent à l’action." - 2017, 20 Minutes

    VELLERA, C. - "Le futur est dans la participation." - 2017, 20 Minutes

    VELLERA, C., L.HAMDI-KIDAR - "Co-création : le "oui mais" des consommateurs." - 2017, LSA Commerce & Consommation

  • International conventions

    VELLERA, C., M.-L.GAVARD-PERRET, "La présence d'exemples dans les briefs créatifs : source d'amélioration de la production créative, du rôle personnel perçu et du plaisir ?" in 33ème Congrès International de l'Association Française de Marketing (AFM)., 2017, Tours-Orléans, France

    VELLERA, C., M.-L.GAVARD-PERRET, "A better understanding of the role and underlying mechanism of stimulating mental imagery in improving the creativity of “ordinary” users" in 45th Academy of Marketing Science (AMS) Annual Conference., 2017, San Diego, USA

  • Conferences, symposiums, workshops

    RIVIER, E., C.VELLERA, ""Submission rejected? Ok, it’s over for me” - Exploring emotional feelings and behaviors of loser co-creators to a crowdsourcing contest" 24th Innovation and Product Development Management Conference (IPDMC). 2017, Reykjavik, Iceland

    RIVIER, E., C.VELLERA, "The bright side of crowdsourcing contest rejections on contributors’ attitudinal and behavioral responses toward the brand" 15th International Open and User Innovation Conference, Innsbruck University. 2017, Innsbruck, Austria

  • Chapters of books

    MUNZEL, A., C.VELLERA, V.TEXTORIS, "Décathlon crée sa plateforme digitale internationale de crowdsourcing, Communautés d’innovation" in Dans Les Communautés d’innovation : de la liberté créatrice à l’innovation organisée., B. Sarazin, P. Cohendet, & L. Simon Eds, EMS, Éditions Management et Société, pp. 69-83, 2017

    VELLERA, C., E.VERNETTE, S.OGAWA, "The User Innovation Phenomenon" in The Elgar Companion to Innovation and Knowledge Creation., H. Bathelt, P. Cohendet, S. Henn & L. Simon Eds, Edward Elgar, pp. 372-391, 2017

    MUNZEL, A., C.VELLERA, V.TEXTORIS, "Décathlon crée sa plateforme digitale internationale de crowdsourcing, Communautés d’innovation" in Les Communautés d’innovation : de la liberté créatrice à l’innovation organisée., B. Sarazin, P. Cohendet, & L. Simon Eds, EMS, Éditions Management et Société, pp. 68-83, 2017