Yonathan Silvain ROTEN

Yonathan Silvain ROTEN is an Assistant Professor in Marketing at EM Normandie since 2021, holding a PhD from Université Paris 1 Panthéon Sorbonne (2019). His research focuses on phygital interactions, particularly screen-sharing in consumer-seller contexts. Prior roles include Affiliate Researcher at PRISM Lab (2019-2020), teaching at Hebrew University (2018-2019), and over 20 years in marketing consulting and business strategy across Israel and France.

Education:

• PhD in Management Sciences, Université Paris 1 Panthéon Sorbonne (2019)

Research Interests:

• Phygital autonomy and cobrowsing in retail
• Screen-sharing dynamics in consumer journeys
• Phygital service environment design
• Employee competencies in digital retail

Key Contributions: Over 15 peer-reviewed articles and conference papers since 2017, including work on phygital service postures (2025), cobrowsing availability (2024), and ethical phygital transparency (2023). Active presenter at international forums like AFM Congress and Etienne Thil conferences.

Professional Engagement: Consultancy work in omni-channel strategies since 2016, with prior experience in entrepreneurship support programs, media direction, and international economic delegations.