معرفی
Virginie PEZ serves as Professor of Management Sciences at Paris-Panthéon-Assas University, holding dual leadership roles as Vice-President for Partnerships and Professional Relations and Vice-President of the Panthéon-Assas Foundation. She directs the university's Marketing and Sales program, overseeing the Master in Marketing and Communication (MC2) and Master in Marketing and Digital Technologies (MTD) tracks, while actively contributing to the Laboratoire de recherche en sciences de gestion Panthéon-Assas (LARGEPA).
Her academic credentials include:
- Habilitation à Diriger des Recherches (HDR) from Université Panthéon-Assas (2018)
- Doctorate from Université Paris-Dauphine (2010)
- National Agrégation in Management Sciences (2021-2022)
PEZ's research centers on consumer psychology in digital ecosystems, with signature contributions to loyalty program dynamics, customer experience design, and ethical implications of data-driven marketing. Her work uniquely bridges consumer resistance theory with emerging technologies, examining how AI and VR reshape customer journeys while addressing critical gaps in hierarchical loyalty structures and status perception effects. Current investigations focus on responsible customer management frameworks amid increasing datafication.
Her publication trajectory since 2012 reveals evolving specialization from foundational consumer resistance studies toward integrated digital-physical (phygital) experience design, with 2021-2025 works emphasizing design science methodology and augmented customer strategies. Key thematic clusters include loyalty program optimization (2017-2024), VR flow state conceptualization (2023), and ethical boundaries of preferential treatment (2012-2017), demonstrating consistent focus on behavioral mechanisms in marketing technology adoption.
Her scientific recognition includes:
- Grand Prix de l'innovation pédagogique en sciences de gestion (FNEGE, 2021)
- Lauréate « Femmes en Vue » (Vox Femina, 2017)
- Prix du Cercle du Marketing Direct (2007)
- Trophée Syntec des Etudes (2007)
As program director for two master's tracks, PEZ shapes next-generation marketing curricula while consulting for public institutions and private enterprises. Her external engagements include editorial board membership for Décisions Marketing, elected service in the French Marketing Association, and frequent media commentary on consumer trends across radio, television, and press platforms. Current research initiatives explore AI implementation ethics in CRM systems and cross-cultural validation of phygital experience frameworks.
Within LARGEPA, PEZ leads collaborative projects on data ethics in customer management, coordinating interdisciplinary teams examining algorithmic bias in loyalty programs and developing measurement tools for responsible customer experience. Her upcoming 2025 Marketing Management edition (with Kotler et al.) synthesizes these threads into actionable frameworks for digital-age practitioners.
