معرفی
Isabelle ULRICH is a Full Professor and Head of the Marketing Department at NEOMA Business School, where she has been employed since September 2011. Previously, she served as an Adjunct Professor at ESCP Europe and held the position of Scientific Co-Director for the Specialised Master in Marketing & Communication for four years. She possesses extensive industry experience with 17 years in international corporations including Procter & Gamble (Brand Manager), Bourjois (Group Manager), and Clinique/Estée Lauder Group (Marketing Director).
Education:
- PhD in Management Sciences - Université Panthéon-Sorbonne
- PhD - ESCP Europe (2010)
- Master in Management (Grande Ecole Programme) - NEOMA Business School (1988)
Her research explores consumer behavior through interdisciplinary lenses, focusing on:
- Brand dynamics: Gender perception in branding, cross-gender extensions, and patronymic brand strategies
- Contemporary consumption models: Access-based consumption, sharing economies, and luxury non-ownership practices
- Digital impact: Social media engagement, influencer marketing, and AI-driven consumer interactions
Her publication portfolio (2013-2025) demonstrates strong thematic coherence in consumer behavior analysis, with emerging emphasis on digital transformation in marketing. Recent works investigate chatbot gender effects, organic brand extensions, and sustainable apparel consumption, reflecting adaptation to technological and societal shifts. Methodologically, she employs both quantitative validation and qualitative exploration across diverse cultural contexts.
