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Faculty & Research

Areas of Excellence: a 360° expertise for an impactful Research

    The Complexity Advantage

    Markets, information, and complexity


    Contemporary markets, business models and customers present various complexities. This subarea focuses on multi-faceted markets and business models, and the complexity of the market behaviours of individuals (e.g., consumers, users, peers) and organisational customers (e.g., B2B customers, retailers, industrial customers) therein. 

    “In this sub-AE, we support and contribute to the excellence of the research efforts and publications around topics related to the market and information complexity of contemporary markets and business models. This support is realized through regular (every 6-8 weeks) informal meetings and brown bag seminars among NEOMA scholars enthusiastic about these topics, as well as distinguished external guests joining the sub-area's workshops every couple of months.  Support is also provided for the faculty members' applications for external funding for research projects in the area” explains Jaakko Aspara, director of the Area and coordinator of the sub-Area.   

    Ongoing research projects include: 

    • How to ensure service quality- loyalty relationships in collaborative consumption? 
    • How to develop a unified view of competitive intelligence? 
    • How digital couture is rising? 
    • How travel influencers impact consumer behaviour? 
    • What are the connections between digital platforms and the news industry? 

    ZANETTE, M. C., J. PUESCHEL, M. TOUZANI, "Re-arranging dressing practices: The role of objects in spreading ugly luxury", Journal of Business Research, June 2022, vol. 145, pp. 784-800.

    ASPARA, J., J.KLEIN, X.LUO, H.TIKKANEN, "The dilemma of service productivity and service innovation: An empirical exploration in financial services", Journal of Service Research, May 2018, vol. 21, no. 2 

    CHAUDHURI, N., G. GUPTA, V. VAMSI, I. BOSE, "On the platform but will they buy? Predicting customers' purchase behavior using deep learning", Decision Support Systems, October 2021, vol. 149 

    FROSEN, J., J.LUOMA, M.JAAKKOLA, H.TIKKANEN, J.ASPARA, "What counts vs. what can be counted: The complex interplay of market orientation and marketing performance measurement in organizational configurations", Journal of Marketing, February 2016, vol. 80, no. 3 

    GODEY, B., A.MANTHIOU, D.PEDERZOLI, J.ROKKA, G.AIELLO, R.DONVITO, R.SINGH, "Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior", Journal of Business Research, December 2016, vol. 69, no. 12 

    GUPTA, G., I. BOSE, "Digital transformation in entrepreneurial firms through information exchange with operating environment", Information and Management, November 2019 

    LIN, J., Z. LUO, J. BENITEZ, X.  R. LUO, A. POPOVIC, "Why do organizations leverage social media to create business value? An external factor-centric empirical investigation", Decision Support Systems, June 2021 

    WIES, S., A. O. I.HOFFMANN, J.ASPARA, J. M.PENNINGS, "Can Advertising Investments Counter the Negative Impact of Shareholder Complaints on Firm Value?", Journal of Marketing, July 2019, vol. 83, no. 4 

    ZANETTE, M. C., D.SCARABOTO, ""To Spanx or not to Spanx": How objects that carry contradictory institutional logics trigger identity conflict for consumers", Journal of Business Research, December 2019, vol. 105 

    Community Building Meeting - November 4, 2021 – Paris Campus – Presentation of current projects and future directions 


    Examples of courses linked to this sub-Area include: "Marketing and New Business Models", "Brand Management and Storytelling", "Market Intelligence", "Territorial and Collective Marketing", "International Business: Disruption and Challenges", "The Economics of Culture", "The Art Market in the World" 

    Professors: Paolo Antonetti, Mehdi Bagherzadeh, Ismail Erzurumlu, Gaurav Gupta, Volker Kuppelwieser, Aikaterini Manthiou, Vijay Pereira, Ales Popovic, Julia Pueschel, Giacomo Sbrana, Nathalie Spielmann, Isabelle Ulrich, Maria-Carolina Zanette, Haiyan Zhang.

    Several projects in the sub-AE are the result of collaborations with researchers from international institutions such as: Katholieke Universiteit Leuven (BE), Copenhagen Business School (DE), Rennes School of Business (FR), Fordham University (US), University of Turin (IT), Swinburne University (AU), Koc University (TR), University of Monaco (MC), NOVA IMS (PT), ESADE Business School (ES), IE University (ES), Link Campus University Rome (IT), International Management Institute Kolkata (IN), Michigan State University (US), Stevens Institute of Technology (US), University of Gloucestershire (UK), IIM Ranchi (IN), University of Central Lancashire Cyprus (CY)