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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

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

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