معرفی
Valérie BARBAT is a Professor of Marketing at KEDGE Business School since 1998. She holds a PhD in Management Sciences and combines academic rigor with 15 years of professional experience in market research and consulting for major companies like Carrefour, Lidl, Porsche, and Quicksilver.
- Teaching areas: Strategic Marketing, Marketing Decision-Making, Product Management
- Research focuses on SME decision-making, social capital dynamics, and crisis marketing
- Extensive publication record in journals like M@n@gement and Revue Française de Gestion
Her research explores SME internationalization through territorial anchoring and subcontracting relationships, social capital mechanisms such as trust and liminality, and crisis management in marketing contexts. She contributes to case study development via CCMP and investigates sector-specific market strategies.
Recent publications reveal sustained interest in organizational resilience, interdependence dynamics, and sustainable territorial anchoring. Her work bridges theoretical frameworks like convention theory with practical SME challenges.
Professional expertise includes market orientation adaptation during crises and strategic resource evaluation for SMEs. Currently, she has no explicitly listed scientific awards or grants in the provided text.
