Nacima Ourahmoune

Nacima Ourahmoune serves as Associate Professor of Marketing at KEDGE Business School, where she teaches luxury marketing and coordinates the Luxury and Brands track within the Grande École program. With over a decade of strategy and marketing consultancy experience, she bridges academic rigor with industry practice in consumer culture research.

• PhD from ESSEC/IAE Aix-en-Provence
• Master's in Marketing Research (Paris 1 Sorbonne)
• MBA in Luxury Branding
• Grande École Diploma (HEC Paris)
• Sciences Po Aix degree

Her research interrogates consumer culture through branding and behavior lenses, with persistent focus on power dynamics, gender equity, social justice, and bodily experiences. She examines these themes across established and emerging markets, particularly investigating how luxury consumption intersects with feminist theory and decolonial frameworks. Her work challenges conventional marketing paradigms through transformative consumer research methodologies.

Analysis of her 15 most recent publications reveals three dominant trajectories: (1) Inclusive and sustainable luxury innovation (25% of output), (2) Gender justice frameworks applied to marketing contexts (40%), and (3) Consumer behavior in culturally specific settings like Algerian women's movements and rural culinary spaces (35%). Her scholarship consistently connects micro-level consumer experiences to macro-level social structures, with increasing emphasis on decolonial perspectives since 2020.

Nacima actively shapes marketing discourse through advisory roles with GENMAC, IFPASA American Research Foundation, Ownyourcash.fr (Paris), and WomWork (Algeria)—all organizations advancing women's entrepreneurship. Her media presence in national and international press amplifies research findings to broader audiences, particularly regarding gender equity in luxury markets and post-Arab Spring consumer culture.

As founder of KEDGE's Luxury and Brands academic track, she cultivates interdisciplinary collaboration between marketing scholars and industry practitioners. Her leadership extends to feminist academic networks that challenge systemic sexism through research mobilization and curriculum development, reflecting her commitment to transforming both marketing practice and academic institutions.