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BOUJENA Othman

PhD, Management Sciences, Specialization in Marketing

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Marketing
PhD, Management Sciences, Specialization in Marketing

Othman BOUJENA, is an Associate Professor of Marketing at Neoma Business School. He holds a PhD from Aix-Marseille University (IAE Graduate School of Management). He teaches CRM, Big Data and AI, Digital Disruption, and Marketing Intelligence in initial and continuing education. His research interests focus on CRM, Sales Force Automation and consumer behavior. He has been a research visiting scholar at NYU Stern School of Business and Georgia State University.  He is author/coauthor of several papers in international conferences and journals like Journal of Retailing and Consumer Services, Electronic Markets or Journal of Personal Selling and Sales Management. He also contributed to many books on value creation, customer and data centricity or products’ accumulation behavior. He was the head of the research center for Markets, Brands & Experiences, the scientific coordinator for launching the Advanced Master in Marketing and Data Analytics and the responsible of the Major in Marketing (PGE). He is regularly a guest speaker on CRM, digital and social media dynamics and customer experience in many executive conferences and workshops.

Areas of research

  • CRM
  • Sales Force Automation
  • Consumer psychology
  • Technology and behavior

Recent academic contributions

  • BOUJENA, O., "Data Centricity : Enjeux et Contingences" in La Révolution de la Donnée., Ed., Pearson Education, 2022
  • GODEY, B., O. BOUJENA, D. PEDERZOLI, G. AIELLO, R. DONVITO, "Does the country-of-origin still have an impact on the consumer of luxury brands? A longitudinal international approach" in International Marketing Trends Conference, 2022
  • GODEY, B., D. PEDERZOLI, O. BOUJENA, R. DONVITO, G. AIELLO, "The impact of the COO on the consumer of luxury brands : A longitudinal international study" in 7th International Consumer Brand Relationships Conference, 2022

Article

  • BOUJENA, O., I. ULRICH, Y. PIRIS JABINET, L. CHICHEPORTICHE, "Using food pictorial metaphor in the advertising of non-food brands: An exploratory investigation of consumer interpretation and affective response", Journal of Retailing and Consumer Services, September 2021, vol. 62
    DOI : 10.1016/j.jretconser.2021.102605
  • BOUJENA, O., I. ULRICH, A. MANTHIOU, B. GODEY, "Customer engagement and performance in social media: A managerial perspective", Electronic Markets, December 2021, vol. 32, no. 4, pp. 965 - 987
    DOI : 10.1007/s12525-020-00450-3
  • KUPPELWIESER, V. G., P. KLAUS, A. MANTHIOU, O. BOUJENA, "Consumer Responses to Planned Obsolescence", Journal of Retailing and Consumer Services, March 2019, vol. 47, pp. 157-165
    DOI : 10.1016/j.jretconser.2018.11.014
  • BOUJENA, O., L.BENRAÏSS, M.MURATBEKOVA, "De la relation client à la relation salarié: le rôle du marketing RH", Revue Marocaine de Recherche en Management et Marketing, May 2011, no. 4-5, pp. 360-373
  • BOUJENA, O., W.JOHNSTON, "The benefits of sales force automation : A customer's perspective", Journal of Personal Selling and Sales Management, March 2009, vol. 29, no. 2, pp. 137-150
  • BOUJENA, O., L.BENRAISS, L.TAHSSAIN, "Technologies de l'information et de la Communications et performance des salariés : Quel rôle pour la responsabilité sociale de l'entreprise ?", Revue Internationale sur le Travail et la Société, September 2005, vol. 3, no. 2, pp. 915-933

Book chapter

  • BOUJENA, O., "Data Centricity : Enjeux et Contingences" in La Révolution de la Donnée., Ed., Pearson Education, 2022
  • ULRICH, I., O.BOUJENA, C.DAMAY, L.CHICHEPORTICHE, "Between frenzy and collection: Towards a characterization of female accumulative buying behavior" in Rediscovering the Essentiality of Marketing., Luca Petruzzellis & Russel S. Winer Ed., Springer, pp. 141-155, 2016
  • BOUJENA, O., W.JOHNSTON, "Customer Relationship Marketing" in New edition of Wiley Encyclopedia of Management (Information Systems)., 2013
  • BOUJENA, O., K.KOUSSEMENT, K.DE BOCK, "Data driven customer centricity: CRM predictive analytics" in Customer Centric Marketing Strategies: Tools for Building Organizational Performance., IGI Global Editions, 2012
  • BOUJENA, O., W.JOHNSTON, "E-Novation Customer Relationship Management" in E-Novation for Competitive Advantage in Collaborative Globalization: Technologies for Emerging E-Business Strategies., Pattinson H.M. et Low D.R. Ed., Business Science Reference, Advances in E-Business Research Series (Aebr) Book, 2011

Academic conferences

  • BOUJENA, O., "Perspectives and stakes of virtualization in marketing" in The 7th AMM International Congress, 2022, Marrakesh, Morocco
  • GODEY, B., D. PEDERZOLI, O. BOUJENA, R. DONVITO, G. AIELLO, "The impact of the COO on the consumer of luxury brands : A longitudinal international study" in 7th International Consumer Brand Relationships Conference, 2022
  • GODEY, B., O. BOUJENA, D. PEDERZOLI, G. AIELLO, R. DONVITO, "Does the country-of-origin still have an impact on the consumer of luxury brands? A longitudinal international approach" in International Marketing Trends Conference, 2022
  • BOUJENA, O., B. GODEY, I. ULRICH, A. MANTHIOU, D. PEDERZOLI, G. AIELLO, V. MAZZOLI, R. DONVITO, "Measuring customer engagement on social media: towards a more qualitative and comprehensive approach" in Global Fashion Marketing Conference at Seoul/ Korean Scholars of Marketing Science International Conference, 2021
  • BOUJENA, O., B. GODEY, I. ULRICH, A. MANTHIOU, D. PEDERZOLI, G. AIELLO, V. MAZZOLI, R. DONVITO, "Measuring Customer Engagement on Social Media : Towards a more qualitative and comprehensive approach" in Global Fashion Management Conference (GFMC), 2021
  • GODEY, B., O. BOUJENA, I. ULRICH, A. MANTHIOU, D. PEDERZOLI, G. AIELLO, V. MAZZOLI, R. DONVITO, "Measuring customer engagement on social media: Towards a more qualitative and comprehensive approach" in Global Fashion Management Conference, 2021
  • BOUJENA, O., "Customer centricity beyond myth: Investigating the comprehension and operationalization" in CBIM International Conference, 2021
  • BOUJENA, O., I.ULRICH, A.MANTHIOU, B.GODEY, "Connecting with fashion brands on social media: An investigation of consumers' drivers" in Global Fashion Management Conference, 2019, Paris
  • PIRIS, Y., O.BOUJENA, "Nudges et marketing : La perspective des consommateurs" in Congrès International de l'Association Française de Marketing, 2019
  • BOUJENA, O., I.ULRICH, A.MANTHIOU, B.GODEY, "Customer engagement measurement in social media: From theory to practice" in 2018 Global Marketing Conference, 2018, Tokyo, Japan
  • BOUJENA, O., I.ULRICH, Y.PIRIS, L.CHICHEPORTICHE, "Food metaphor in advertising of non-food brands: Towards a conceptual model of the impact on consumer affective responses" in 47th Conference, European Marketing Academy EMAC, 2017, Groningen
  • GODEY, B., O.BOUJENA, A.MANTHIOU, J.ROKKA, I.ULRICH, "Consumer social media activities and the impact on consumer-brand relationship" in 15th International Marketing Trends Conference, 2016
  • KUPPELWIESER, V., O.BOUJENA, "You have the new iPhone?! Customers Perceptions of Planned Obsolescence" in 3rd International Conference on Contemporary Marketing Issues (ICCMI), Kingston University, 2015, London, United Kingdom
  • BOUJENA, O., I.ULRICH, C.DAMAY, L.CHICHEPORTICHE, "Beetween frenzy and collection: towards a characterization of female accumulative buying behavior", Academy of Marketing Science Annual Conference, 2015, Barry, Italy
  • ULRICH, I., O. BOUJENA, Y. PIRIS JABINET, L. CHICHEPORTICHE, K. AYADI, "Food metaphor in advertisings of non-food brands: an exploratory examination" in 3rd , International Conference on Contemporary Marketing Issues (ICCMI), 2015, Londres, United Kingdom
  • BOUJENA, O., "Gagner l’adhésion des salariés au projet technologique : Vers l’élaboration d’une stratégie de Communications" in 25ème Université d'été de l’Institut d’Audit Social, 2007, France
  • BOUJENA, O., "L'automatisation de la force de vente : Mythes et réalités" in 7ème colloque de l'ICI - Presses Universitaires de Rennes, 2005, France
  • BOUJENA, O., L.BENRAISS, L.TAHSSAIN, "Technologies de l'information et de la Communications et performance des salariés : Quel rôle pour la responsabilité sociale de l'entreprise ?" in 7ème Université de Printemps de l'Audit Social, 2005, Morocco
  • BOUJENA, O., "L'automation de la force de vente : Etat de l'art et perspectives de recherche" in 20ème Congrès International de l'Association Française du Marketing (AFM), 2004, France

Participation at an academic or professional conference

  • BOUJENA, O., "Marques et tech : réussir la mutation" in Conférence LI 2020 - Data & Brand Usage, 2020, Casablanca, Morocco
  • BOUJENA, O., "Marketing à l'ère du big data ; Enjeux et opportunités", 2019, Casablanca, Morocco
  • CHICHEPORTICHE, L., O.BOUJENA, I.ULRICH, C.DAMAY, "Entre frénésie et accumulation: vers la caractérisation d’un comportement d’achat féminin" in 13ème Journées Normandes de Recherche sur la Consommation, 2014, France
  • BOUJENA, O., W.JOHNSTON, R.HALONEN, M., "Data to customer empathy: The examination of decision making process’" in IMP International Conference, 2013, United States
  • BOUJENA, O., W.JOHNSTON, D.MERUNKA, "Does CRM make your sales force more knowledgeable? Moderating effects of customers’ attitude toward IT and salesperson familiarity" in National Conference in Sales Management (NCSM), 2012, United States
  • BOUJENA, O., W.JOHNSTON, "Identifying paths to convergence between sales & marketing: The contribution of CRM" in 18th CBIM Academic Conference, 2012, United States
  • BOUJENA, O., W.JOHNSTON, "Building and sharing customer knowledge: Toward integrated processes" in Thought Leadership on the Sales Profession Conference, 2012, United States
  • PIRIS JABINET, Y., O.BOUJENA, "Assortment influence mechanisms on shopper perception process and store choice" in 11th International Marketing Trends Conference, 2012, Italy
  • BOUJENA, O., W.JOHNSTON, D.MERUNKA, "Using CRM data: Modeling and measuring the effect of sales force knowledge on customer decision making" in 5th Global Sales Science Institute Conference (GSSI), 2011, Italy
  • BOUJENA, O., W.JOHNSTON, J., "The impact of CRM on customer: Expected benefits and implementation issue" in 8th International Marketing Trends Conference, 2009, France
  • BOUJENA, O., "Sales technology relationship building role: Cognitive insights" in ANZMAC (Australian and New Zealand Marketing Academy Conference), 2009, Australia
  • BOUJENA, O., W.JOHNSTON, J., "The impact of FSA on customer-salesperson relationship quality" in National Conference in Sales Management (NCSM), 2009, United States
  • BOUJENA, O., L.BENRAISS, M.MURATBEKOVA, "De la relation client à la relation salarié : le rôle du marketing RH" in 3ème Journées Internationales de Réflexion en Marketing (JIREM), 2009, Morocco
  • BOUJENA, O., "Sales force automation: Toward a successful implementation" in 2nd Global Sales Science Institute Conference (GSSI), 2008, Greece
  • BOUJENA, O., "Les bénéfices du SFA : Une analyse comparative des perceptions des managers et des vendeurs" in 7th International Marketing Trends Conference, 2008, Italy
  • BOUJENA, O., "The impact of SFA on customer-salesperson relationship quality" in 2nd Biennial Conference on Enhancing Sales Force Productivity, 2008, Germany
  • BOUJENA, O., "The benefits of sales force automation for the customer: Towards a conceptual model" in 24th Industrial Marketing and Purchasing Group Conference (IMP), 2008, Sweden
  • BOUJENA, O., W.JOHNSTON, J., "Sales force automation benefits: a comparative study of sales managers and salespeople’s perceptions" in Relationship Marketing Summit, AMA Relationship Marketing SIG – ICRM Conference, 2007, Argentina
  • BOUJENA, O., S.MACHAT, "Contribution de l'automatisation de la force de vente à la satisfaction des attentes des clients : proposition d'un cadre conceptuel" in 4ème colloque international de l’Association Tunisienne du Marketing (ATM), 2006, Tunisia
  • BOUJENA, O., W.JOHNSTON, J., "Sales force automation: a qualitative analysis of benefits from the buyers' perspective" in 1st Biennial Conference on Enhancing Sales Force Productivity, 2006, United States
  • BOUJENA, O., L.BENRAISS, "Les sources intrinsèques de diversité des individus et des entreprises face à l’adoption des TIC" in 1ères Rencontres Internationales de la Diversité, 2005, France
  • BOUJENA, O., W.JOHNSTON, J., "SFA impact on customer-salesperson relationship: a comparative study of salespeople and customers’ perceptions" in 23rd Industrial Marketing and Purchasing Group Conference (IMP), 2005, Thailand
  • BOUJENA, O., "Automatisation de la force de vente : quels moyens pour réussir ?" in Conférence de l'Association des Dirigeants Commerciaux de France (DCF), 2005, France

Professional journals

  • BOUJENA, O., "Crise Covid : marque employeur même pas peur !", Monde des Grandes Ecoles et Universités, June 2021, no. 94
  • BOUJENA, O., "Il y a de vrais challenges face au phénomène Big Data", Media Marketing , January 2020, vol. 87

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