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PhD, Management

Gaël Bonnin is Research Director, Professor of Marketing at NEOMA BS. His research areas are product and place design, adoption of technology products and narrative approaches of market construction. Gaël Bonnin's research have been published in journals or conferences as Recherches et Applications en Marketing, Journal of Retailing and Consumer Services, Journal of Business and Industrial Marketing, Advances in Consumer Research, European Marketing Academy Conference. He teaches UX-Design, innovation and qualitative methods at the graduate level, in PhD and DBA. At the executive level, he taught marketing & innovation in e-mba and, for several years, to top executives in one of the biggest retail chain in France. Finally, he coordinated or participated in several funded research project, at the regional or european level, on topics as companion robots for seniors, use of agricultural robots or the use of augmented reality on tourist sites.
The results of Gaël Bonnin’s research have appeared in several academic publications such as Recherches et Applications en Marketing, Journal of Retailing and Consumer Services, Advances in Consumer Research, and European Marketing Academy Conference.
He teaches in initial training, continuing education and research education (DBA, PhD) programmes on the subjects of Technology and Innovation Marketing, Design, Qualitative Studies (Ethnography, Videography).

Areas of research

  • Role of narratives in technology markets
  • Appropriation of technologies
  • Design impact on consumers

Participation at an academic or professional conference

  • SUQUET, J.-B., A. ROUQUET, G. BONNIN, E. GRENIER, "Rapport rédigé pour la Direction du Développement économique, Commerce et Enseignement supérieur du Grand Reims", 2022
  • BONNIN, G., P.ODOU, "Neutralization theory and illegal downloading" Research seminar of the MCS research center. 2013, France
  • BONNIN, G., "Montée en gamme des entreprises: comment favoriser l'innovation dans les PME régionales ?" in 8èmes assises recherché et entreprises, 2013, France
  • BONNIN, G., "L'innovation : pourquoi, comment?" in Les chemins de l'innovation, 2012, France
  • BONNIN, G., P.ODOU, "'I steal but I am not a thief': an analysis of neutralization techniques in the case of illegal downloading" in 7th Consumer Culture Theory Conference, 2012, United Kingdom
  • BONNIN, G., P.ODOU, "" I steal but I am not a thief ": Neutralization techniques and piracy" Research seminar of the CMAC pôle de recherche. 2012, France
  • BONNIN, G., L.PENALOZA, "Respresenting the consumer : how firms use qualitative research ?" in 6th Workshop on interpretative consumer research European Institute for Advanced Studies in Management(EIASM), 2011, Denmark
  • BONNIN, G., L.PENALOZA, "Interpreting the consumer in firms: how managers use qualitative research?" 6th workshop on interprative consumer research organized by EIASM (European Institute for Advanced Studies in Management). 2011, Denmark
  • BONNIN, G., "Design d'espace et expérience client: quels impacts? quels management?" in Journée ADETEM Distribution, 2010, France
  • BONNIN, G., "Consumers & Technologies: What Strategies for Retailers?" in Journées de recherche marketing et distribution du PICOM (Pôle de Compétitivité des Industries du Commerce), 2009, France
  • BONNIN, G., "Comportements des consommateurs au point de vente" in Conférence ADETEM-POPAI, 2009, France
  • BONNIN, G., "L'apport des approches culturelles de la consommation au marketing" in Conférence Argus de l'Assurance, 2007, France
  • BONNIN, G., "L'impact du design d'espace de vente" in Conférence ANVIE, 2007, France
  • BONNIN, G., "Comment le consommateur réagit aux stimuli sensoriels et sonores sur le point de vente ?" in 1ère rencontre du marketing sonore opérationnel, 2006, France
  • BONNIN, G., "Le design d'espace de vente et de service : quels enjeux pour les producteurs et les distributeurs" in Conférence ADETEM, 2005, France
  • BONNIN, G., "The role of physical behaviour and spatial configuration in service encounter: two exploratory studies in a retail context" 8th International Research Seminar in Service Management. 2004, France
  • BONNIN, G., "Physical Behaviour in Stores and Spatial Configuration : Two Exploratory Studies" 6th Annual Retail Strategy and Consumer Decision Research Seminar of the Society for Marketing Advances (SMA). 2003, United States