Martin Chour

Martin Chour is an Assistant Professor and Deputy Head of the Marketing Department at EDHEC Business School. His academic career focuses on marketing with specializations in inclusive marketing, gender marketing, and family consumption. He actively contributes to the academic community through presentations at international conferences including the World Marketing Congress, the French Marketing Association Conference, and the American Marketing Association Conference.

Dr. Chour holds a PhD in Marketing and Consumer Behavior from the University of Lille. His educational background bridges academic theory with practical business experience.

Martin Chour's research primarily explores how gender dynamics and family structures influence consumer behavior and marketing strategies. His work on inclusive marketing examines how brands can better serve diverse family structures, particularly focusing on previously overlooked segments like single fathers. His research on intercultural negotiation in B2B contexts bridges marketing theory with practical business applications, examining how cultural differences impact business relationships between companies from different countries. His recent publications demonstrate a strong focus on real-world business applications, particularly in the food and fragrance industries where cultural nuances significantly impact business negotiations and product development.

Dr. Chour serves as an active member of the French Marketing Association and the Academy of Marketing Science, contributing to the advancement of marketing theory and practice through these professional organizations.

Prior to his academic career beginning in 2013, Dr. Chour gained valuable industry experience working in financial services and the hotel industry, with exposure to both B-to-B and B-to-C business models. This practical experience informs his academic research and teaching approach, allowing him to connect theoretical concepts with real-world business challenges. His position as Deputy Head of the Marketing Department demonstrates his leadership within the academic institution and his commitment to advancing marketing education.