معرفی
Mourad Touzani is a Professor at NEOMA Business School, specializing in Marketing and Management Sciences. He holds a doctorate from IAE Aix-en-Provence and an HDR from the University of Tunis. His research focuses on consumer behavior, innovation, international marketing, and digital consumption. He coordinates marketing research seminars and has published extensively in journals like Journal of Business Research and European Journal of Marketing.
Education:
- Doctorate in Management Sciences (Marketing), IAE Aix-en-Provence
- Habilitation à Diriger des Recherches (HDR), University of Tunis
Research Interests:
His work explores the diffusion of innovations, consumer behavior in emerging markets, virtual experiences, and cross-cultural marketing. Notable themes include the impact of technology adoption in banking, IoT wearables, and the role of cultural congruence in marketing campaigns. He frequently examines digital transformation in retail and the psychological dimensions of consumer interactions with services.
Key Contributions:
Recent articles analyze digital signatures in banking, mobile commerce impacts, and the spread of 'ugly luxury' through connected objects. His research bridges theoretical frameworks (e.g., acculturation in situ) with practical insights on consumer behavior in diverse cultural contexts.
Grants & Advising:
While specific grants are not listed, his extensive publication record indicates sustained research engagement. He advises on marketing strategies and has collaborated internationally on projects like the European Research in Retailing colloquium.
Labs/Teams:
Coordinates NEOMA's marketing research seminars and contributes to interdisciplinary teams studying digital economy challenges, as seen in his work with the International Conference on Digital Economy (ICDEc).
