Amira LAIFI

Amira LAIFI is an Associate Professor of Strategy and Marketing at EM Normandie since 2010. She holds a PhD in Management Science from the University of Caen-Normandie (2009), focusing on the legitimization of innovative business models through the Cyberlibris digital library case study. Her research interests span institutional theory, digital business models, and critical approaches to entrepreneurship, with a focus on artistic/creative industries.

Education:

• 2009: PhD in Management Science, University of Caen-Normandie

Research Interests:

• Institutional theory and organizational legitimacy
• Innovative business models in digital and cultural sectors
• Critical studies of entrepreneurship and venturing processes
• Global-local dynamics in emerging markets

Recent Work Trends: Her publications emphasize legitimacy challenges in new ventures, particularly in cross-cultural contexts. She explores how digital innovations navigate institutional voids and create market spaces, with notable contributions to Journal of Business Research and Entreprendre et Innover.

Teaching: She teaches core modules like Business Models, Marketing Fundamentals, and Strategic Management.

Labs/Teams: Active in EM Normandie's Strategy & Entrepreneurship department, collaborating on interdisciplinary projects linking digital innovation to cultural industries.