Denis Darpy

Denis Darpy is a Professor of Management at Paris-Dauphine University, specializing in Brand Marketing, Consumer Behavior, and Luxury Management. He serves as President of the French University of Egypt and is a member of DRM (Dauphine Research in Management), UMR CNRS 7088. His career spans both academic and corporate realms, with early experience at Microsoft Corp. in Seattle, Lotus Development in Great Britain, and Tektronix SA in Great Britain before transitioning to academia.

Professor Darpy has made significant contributions to luxury and fashion education, having founded the Master's degree in Marketing and Strategy 207 Luxury Management and establishing the relocated undergraduate semester in China (Shanghai). Since 2016, he has been instrumental in creating fashion programs at PSL University and founded the multi-campus Master's degree in Management spanning Europe, Asia, and Africa in 2018. From 2016 to 2020, he headed the Master of Organizational Sciences (MSO) department at Paris-Dauphine and has served as director of academic collections at Editions Management et Société (EMS) since 2019.

His research portfolio demonstrates extensive work in consumer behavior, particularly focusing on cross-cultural consumption patterns, luxury marketing, and brand management. Over the past decade, he has developed numerous relationships with luxury and fashion brands in mainland China, bridging Eastern and Western marketing approaches. His publications span diverse areas including viral marketing, psychological reactance in consumer decision-making, self-gifting behaviors, and ethnic identity in consumption.

• What Makes Online Promotional Games Go Viral? (2017) examines viral marketing mechanics
• Patients' prevention program commitment (2016) explores psychological reactance in healthcare
• I'm worth it or I need it? (2016) investigates self-gift giving behaviors
• The Role of Design in the Appropriation of Shared Objects (2015) analyzes sustainable consumption

Professor Darpy's work consistently demonstrates interdisciplinary approaches, combining marketing theory with psychology, cultural studies, and business strategy. His research trajectory shows an evolution from foundational consumer behavior studies to more specialized applications in luxury, cross-cultural contexts, and digital marketing environments.