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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. In addition, these complexities are amplified by consumers’ and firms’ interactions with omnipresent and ever-changing digital technologies. This sub-area focuses on multi-faceted markets and business models, and the complexity of the market behaviors of individuals (e.g., consumers, users, peers) and organizational customers (e.g., B2B customers, retailers, industrial customers) therein.

    Therefore, within this sub-AE, we aim to 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 informal meetings and brown bag seminars among NEOMA scholars enthusiastic about these topics, as well as through participations of distinguished external guests to the sub-area's research events.  Support is also provided for the faculty members' applications for external funding for research projects in the area.

    Ongoing and potential research topics include:

    • What are the roles of digital technologies in the complexity of  information and market behaviors of individuals and firms?
    • How does concern about climate change influence the changes in the contemporary markets?
    • What are some of the emerging business models?
    • How are the contemporary markets affected by the challenges of current political (e.g., the war in Europe and the Middle East), economical (e.g., cost of living crisis), social (e.g., vulnerability of young digital consumers, aging population), technological (e.g., firms’ use of AI), and legal issues (e.g., data protection)? What are some the contemporary market responses to these challenges?
    • What is the current and future state of collaborative consumption?
    • How do social media, online reviews and influencers affect consumer decision-making?
    • What are some of the emerging factors that influence consumer journey and experience?
    • How do organizations effectively manage and benefit from market information complexity?

    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)