Professeur directeur de recherche Barbara CAEMMERER - ESSCA
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Professeur directeur de recherche
Barbara CAEMMERER
Département de rattachement: Marketing et Email: barbara.caemmerer@essca.fr
Retailing
Nationalité: Allemagne
INTÉRÊTS DE RECHERCHE
- International marketing communications
- Marketing
- Marketing et gestion des services
- Gestion des systèmes de franchise
- Développement des PME
DOMAINE D'ENSEIGNEMENT
- Principles of marketing
- Marketing et gestion des services
- Stratégie de marketing et de gestion
- Communications Marketing
- Méthodologie de recherche
- Marketing research
FORMATION
Diplôme le plus élevé :
2014 Habilitation à Diriger des Recherches, Sciences de Gestion, Marketing,
Université Panthéon-Sorbonne - Paris 1, France
2007 PGDip in Research Methods / PGCert in Advanced Academic Studies,
University of Strathclyde, Royaume Uni
2006 Doctorat (PhD), Marketing, University of Strathclyde, Royaume Uni
2002 BA Honours in Marketing and Psychology, University of Strathclyde,
Royaume Uni
EXPÉRIENCE PROFESSIONNELLE
Vie académique
Depuis 2011 Professeur de Marketing, ESSCA School of Management, France
2010 - 2011 Professeur associé, ESSCA School of Management, France
2006 - 2010 Professeur Assistante de Marketing, University of Strathclyde, Royaume
Uni
12/03/2021 Barbara CAEMMERER page 1/6EXPÉRIENCE PROFESSIONNELLE
Vie professionnelle
2005 - 2006 Consultant – Development and Regeneration Services, Glasgow City
Council, Royaume Uni
2002 - 2005 Researcher – Customer Relations in Economic Development, Scottish
Enterprise, Royaume Uni
2000 - 2000 Strategic Planning in Marketing Communications, BBDO, Mexique
1999 - 1999 Public Relations in the Music Industry, BMG, Allemagne
1995 - 1998 Account Management and Strategic Planning in Marketing
Communications, DDB Needham, Allemagne
1994 - 1995 Public Relations Agency, AGM, Allemagne
ACTIVITÉS DE RECHERCHE
Activités éditoriales
Comité éditorial d'une publication académique / professionnelle
2020 - 2020 Editeur invité, numéro spécial 'Customers and Innovation', Journal of
Customer Behavior
2019 - 2019 Evaluateur ad-hoc, Journal of Small Business Management
2019 - 2019 Evaluateur ad-hoc, International Small Business Journal
2019 - 2019 Evaluateur ad-hoc, Journal of Retailing and Consumer Services
2019 - 2019 Evaluateur ad hoc, International Journal of Nonprofit and Voluntary Sector
Marketing
Depuis 2019 Evaluateur ad-hoc, Journal of Customer Behavior
Service à la discipline
Comité scientifique d'une conférence académique
2019 - 2019 Evaluateur ad-hoc, European Marketing Academy (EMAC), Belgique
2019 - 2019 Evaluateur ad-hoc, Academy of Marketing Science (AMS), Etats-Unis
d'Amérique
2019 - 2019 Evaluateur ad-hoc, American Marketing Association (AMA), Etats-Unis
d'Amérique
2019 - 2019 Evaluateur ad-hoc, Australia and New Zealand Marketing Academy
(ANZMAC), Australie
Membre d'une Association savante
Depuis 2009 Member, American Marketing Association (AMA), Etats-Unis d'Amérique
Depuis 2009 Member, Academy of Marketing Science (AMS)
Depuis 2009 Member, European Marketing Academy (EMAC)
PUBLICATIONS SCIENTIFIQUES
Articles à comité de lecture
CAEMMERER, B., J. GOERNE, J. P. MULKI, "Consequences of managerial indecisiveness"
à paraître International Journal of Bank Marketing
BOULAY, J., B.CAEMMERER, H.EVANSCHITSKY, K.DUNIACH, "Multi-unit franchising from
franchisor and franchisee perspectives: Antecedents, outcomes and the optimal mini-
chain size", Journal of Business Research, Mai 2020, vol. 113, pp. 49-58
12/03/2021 Barbara CAEMMERER page 2/6LESAGE, X., B.CAEMMERER, "Notre incubateur est aussi une porte d’entrée vers un écosystème riche", Entreprendre & Innover, Septembre 2018, vol. 36, no. 1, pp. 10-17 LYNN, T., L.MUZELLEC, B.CAEMMERER, D.TURLEY, "Social network sites : early adopters' personality and influence", Journal of Product and Brand Management, 2017, vol. 26, no. 1, pp. 42-51 EVANSCHITZKY, H., B.CAEMMERER, C.BACKHAUS, "The Franchise Dilemma: Entrepreneurial Characteristics, Relational Contracting and Opportunism in Hybrid Governance”", Journal of Small Business Management, Janvier 2016, vol. 54, no. 1, pp. 279-298 BOULAY, J., B.CAEMMERER, H.EVANSCHITZKY, K.DUNIACH, "Franchise Growth, Uniformity, Local Responsiveness, and System-Wide Adaptation in Multi-Unit Franchising", Journal of Small Business Management, Octobre 2016, vol. 54, no. 4, pp. 1193-1205 CAEMMERER, B., M.HARKER, N.HYNES, "Management Education by the French Grandes Ecoles - Past, Present and an Uncertain Future", Academy of Management Learning and Education, Septembre 2016, vol. 15, no. 3, pp. 549-568 PRIETO, M., B.CAEMMERER, G.BALTAS, "Using a Hedonic Price Model to Test Prospect Theory Assertions: The Asymmetrical and Nonlinear Effect of Reliability on Used Car Prices", Journal of Retailing and Consumer Services, Janvier 2015, vol. 22, pp. 206-212 STAN, V., B.CAEMMERER, "The Development And Management Of Organisational Partner Satisfaction", Journal of Applied Business Research, Janvier 2015, vol. 31, no. 1, pp. 47-60 HYNES, N., B.CAEMMERER, E.MARTIN, E.MASTERS, "Use, Abuse or Contribute! : A Framework for Classifying How Companies Engage With Country Image", International Marketing Review, 2014, vol. 31, no. 1, pp. 79-97 CAEMMERER, B., R.MOGOS-DESCOTES, "Achieving Relational Objectives through Sponsorship", Journal of Applied Business Research, Novembre 2014, vol. 30, no. 6, pp. 1767-1784 MULKY, J., B.CAEMMERER, G.HEGGDE, "Leadership Style, Employee Work Effort and Job Performance: The Influence of National Culture", Journal of Personal Selling and Sales Management, Septembre 2014, vol. 35, no. 1, pp. 3-22 CAEMMERER, B., A.DEWAR, "A Comparison of Private and Public Sector Performance", Journal of Applied Business Research, 2013, vol. 29, no. 5, pp. 1451-1458 PRIETO, M., B.CAEMMERER, "An Exploration of Factors Influencing Car Purchasing Decisions", International Journal of Retail and Distribution Management, 2013, vol. 41, no. 10, pp. 738-764 STAN, V., B.CAEMMERER, R.CATTAN-JALLET, "Customer Loyalty Development: The Role of Switching Costs", Journal of Applied Business Research, Septembre 2013, vol. 29, no. 5, pp. 1541-1554 KUHNLE, J., B.CAEMMERER, J.MULKI, "The Two Minds of the Buyer: The Difference in Expectations and Perceptions towards Sales Personnel in Turbulent Market Contexts", Journal of Customer Behavior, 2012, vol. 11, no. 2, pp. 167-179 CARO, A., J.MAZZON, B.CAEMMERER, M.WESSLING, "Inovativade, Envolvimento, Attitude e Experiencia na Adoçao da Compra On-line", RAE, 2012, vol. 51, no. 6, pp. 568-584 12/03/2021 Barbara CAEMMERER page 3/6
CAEMMERER, B., R.MOGOS-DESCOTES, "The Effectiveness of Sponsorship in Legitimacy Formation – The Moderating Role of Pre-Existing Consumer Attitudes", Advances in Consumer Research, 2011 HENLEY, N., S.RAFFIN, B.CAEMMERER, "The Application of Marketing Principles to a Social Marketing Campaign", Marketing Intelligence and Planning, 2011, vol. 29, no. 7, pp. 697-706 CAEMMERER, B., A.WILSON, "An Exploration of the Service Orientation Discrepancy Phenomenon in a Public Sector Context", Service Industries Journal, 2011, vol. 31, no. 5, pp. 355-370 CAEMMERER, B., A.WILSON, "Customer Feedback Mechanisms and Organisational Learning in Service Operations", International Journal of Operations and Production Management, 2010, vol. 30, no. 3, pp. 288-311 CAEMMERER, B., "The Planning and Implementation of Integrated Marketing Communications", Marketing Intelligence and Planning, 2009, vol. 27, no. 4, pp. 524- 538 CAEMMERER, B., M.BANERJEE, "Understanding Service Relationship Management in the Private and the Public Sector", Journal of Relationship Marketing, 2009, vol. 8, no. 1, pp. 68-79 EVANSCHITZKY, H., G.IYER, B.CAEMMERER, "Dimensions of Satisfaction in Retail Settings: A Research Note", Journal of Relationship Marketing, 2008, vol. 7, no. 3, pp. 275-285 Chapitres d’ouvrage CAEMMERER, B., "Renault: How a Sausage, a Sushi Roll, a Crispbread and a Baguette Have Affected Car Sales in Europe" dans Marketing: An Introduction, European Edition., Armstrong, Kotler, Harker and Brennan Eds, Pearson, 2009 Rapports de recherche/consulting BOULAY, J., B.CAEMMERER, K.DUNIACH, H.EVANTCHIVSKY , "Le recours à l’option multi- unités dans le développement d’un réseau de franchise : modèles décisionnels et avantages compétitifs", Rapport de recherche à la fédération française de la franchise, 148 p., 2011 Présentations dans des conférences avec actes CAEMMERER, B., X.LESAGE, "Exploring the entrepreneurial process through an ecosystem lens" dans 4th Annual Entrepreneurship as Practice Conference and PhD Symposium, 2019, Audencia, Nantes, France CAEMMERER, B., X.LESAGE, "Entrepreneurial Process and Ecosystem Development" dans Workshop Repenser l’Accompagnement Entrepreneurial, 2019, Laval, Canada STEGEMANN, N., B. CAEMMERER, O. SADIK-ROZSNYAI, "Academic confidence in blended learning" dans ANZMAC 2019 Conference, 2019, Wellington, Nouvelle Zélande CAEMMERER, B., X.LESAGE, "L'orientation de marché et l'orientation entrepreneuriale : Contribution d'un incubateur" dans Workshop de Recherche sur l'Accompagnement entrepreneurial, 2018, Belgique CAEMMERER, B., C.BROCK, H.EVANSCHITZKY, M.ALEXANDER, "Public Service Satisfaction, Citizen Trust and Participation" dans Academy of marketing Science World Marketing Congress, 2016, Paris, France 12/03/2021 Barbara CAEMMERER page 4/6
BOULAY, J., B.CAEMMERER, H.EVANSCHITZKY, K.DUNIACH, "Antecedents and Consequences of Multi-unit Franchising" dans AMA Winter Marketing Educators Conference, 2014, Orlando, USA LYNN, T., L.MUZELLEC, B.CAEMMERER, "Early Adopters of Twitter and Google+: Validation of a Theoretical Model of Early Adopter Personality and and Social Network Site Influence" dans International Conference on Web and Social Media (ICWSM), 2014, Ann Arbor (MI), United States of America PRIETO, M., B.CAEMMERER, G.BALTAS, "Using a Hedonic Price Model to Test Prospect Theory Assertions: The Asymmetrical and Nonlinear Effect of Reliability on Used Car Prices" dans Winter AMA, 2014, Orlando, USA BROCK, C., J.MEIK, B.CAEMMERER, H.EVANSCHITZKY, "Public Sector Complaint Management – A Missing Perspective in Service Research," dans Frontiers in Service Conference, 2013, Taipei, Taiwan HYNES, N., B.CAEMMERER, E.MARTIN, "Exploit, Neglect, Develop, Live – A Typology of Country Image Use in Company Branding" dans AMS Cultural Perspectives in Marketing, 2012, Atlanta (GA), USA BROCK, C., J.MEIK, B.CAEMMERER, H.EVANSCHITZKY, "Encouraging Citizen Participation – Complaint Stimulation and Complaint Handling in the Public Sector" dans EMAC, 2012, Lisbon, Portugal CAEMMERER, B., V.STAN, "Antecedents of Organisational Partner Satisfaction in a Public Sector Context" dans EMAC, 2012, Lisbon, Portugal PRIETO, M., B.CAEMMERER, "Testing for prospect theory in the second hand car market: a hedonic price analysis" dans 19th International Conference of the European Institute of Retailing and Services Studies (EIRASS), 2012, Vienna, Austria CAEMMERER, B., J.MULKI, "The Two Minds of the Buyer: The Difference in Expectations and Perceptions towards Sales Personnel in Turbulent Market Contexts" dans Industrial Marketing and Purchasing Group (IMP) Conference, 2011, Glasgow, Royaume Uni EVANSCHITZKY, H., B.CAEMMERER, C.BROCK, "A Multi-Level Study on Franchisee- and System-Level Antecedents of Opportunism and Satisfaction" dans WMC, 2011, Reims PRIETO, M., B.CAEMMERER, "Differing Online Pricing Strategies for Similar Products – The Effect of Sellers’ Personal Involvement" dans European Institute of Retailing and Service Studies Conference (EIRASS), 2011, San Diego, USA CAEMMERER, B., V.STAN, "The Development of Organizational Partner Orientation" dans AMS, 2011, Coral Gables, USA HYNES, N., B.CAEMMERER, E.MASTERS, "The Use of Sustainable Country Images in Organizational Branding" dans AMS, 2011, Coral Gables (FL), USA EVANSCHITZKY, H., B.CAEMMERER, "The Franchise Dilemma: Agent Motivations, Contracting, and Opportunism in Hybrid Governance" dans AMS, 2011, Coral Gables (FL), USA CAEMMERER, B., R.MOGOS-DESCOTES, "The effectiveness of Sponsorship in Legitimacy Formation - the moderating role of pre-existing consumer attitudes" dans Advances in Consumer Research (ACR), 2011, St Louis (MO), USA 12/03/2021 Barbara CAEMMERER page 5/6
CAEMMERER, B., A.DEWAR, "A Comparison of Service Quality Expectations and Perceptions in the Public and the Private Sector" dans EMAC, 2010, Copenhagen, Denmark CAEMMERER, B., "Solution Orientation: Theoretical Frameworks, Practical Applications and Challenges" dans AMS, Special Session, 2010, Portland (OR), USA CAEMMERER, B., H.EVANSCHITZKY, "Roads to Customer Performance: Investing Wisely in the Service-Profit Chain" dans Winter AMA, 2010, New Orleans, USA CAEMMERER, B., M.MARCK, "The Impact of Isomorphic Pressures on the Development of Organisational Service Orientation in Public Services" dans ANZMAC, 2009, Melbourne, Australia CAEMMERER, B., E.CENTENO, M.MARCK, "The Development of Internal Trust in Service Branding – A Comparison of Large Organisations and SMEs" dans WMC, 2009, Oslo, Norway CAEMMERER, B., A.WILSON, "Contribution of User Feedback Mechanisms to Organisational Learning" dans EMAC, 2009, Nantes, France CAEMMERER, B., M.BANERJEE, "Inter-Sectoral Isomorphism – The Assimilating Service Orientation of Public and Private Sector Organisations" dans EMAC, 2008, Brighton, United Kingdom CAEMMERER, B., A.WILSON, "An Evaluation of Customer Feedback Mechanisms in the Public Sector," dans BAM, 2007, Warwick, United Kingdom CAEMMERER, B., A.WILSON, "An Investigation into the Service Orientation Discrepancy Phenomenon in a Public Sector Setting" dans AM, 2007, Surrey, United Kingdom CAEMMERER, B., A.WILSON, "The Development of an Externally Driven Organisational Service Orientation in the Public Sector" dans EMAC, 2007, Reykjavik, Iceland WILSON, A., B.CAEMMERER, "Managing Customer Satisfaction Surveys and Effective Service Measurement" dans BAM, 2005, Oxford, United Kingdom Participations à des conférences sans actes BOULAY, J., B.CAEMMERER, K.DUNIACH, H.EVANTCHVISKY, "La multi-franchise, une alternative stratégique de développement des réseaux" dans Les Entretiens de la Franchise, 22 novembre, MEDEF, 2011, Paris, France 12/03/2021 Barbara CAEMMERER page 6/6
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