Educated in Belgium and France, I am currently an associate professor of marketing and consumer behavior based in Casablanca, Morocco.  

I teach in private business schools and public universities in France, Ghana, Morocco, and Senegal. 

I am fluent in French, English, and Spanish, and I can speak Dutch and the Moroccan dialect.

I have built an international network of scholars. 

 

Academic achievements 

Qualifications 

 

My university studies began at the Catholic University of Louvain (UCLouvain) in Belgium, where I received a degree in Business engineering.  

In the following years, I would receive a Master's in marketing research, and a doctoral degree in management sciences from the University of Lille, France. 

Research 

 

You can find my research published in academic journals including the European Journal of Marketing and the Journal of International Marketing. 

Working closely with an international network of researchers from around the world, my current aim is to understand consumer diversity, especially the interplay of culture, innovation, and sustainability.  

Climate, gender, and BoP issues, that directly or indirectly inform consumer behavior are also of special interest to my research. 

 

Pedagogy 

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My pedagogical approach highlights the interaction between teacher and students. Such reciprocity allows students to become educators themselves, giving them a sense of ownership of the material. 

In-class exercises and projects are designed to be dynamic, engaging, and encouraging. By working with the material directly, students can more easily conceptualize the complexities of consumer behavior and marketing. 

 

Special commitments in and out of the field 

 

In 2020, I joined the board of directors of the International Society of Markets and Development (ISMD). ISMD is an organization of scholars examining the interdisciplinary interactions between markets and development. As a board member, I contribute to the dissemination of knowledge about critical issues in market development.  

I regularly attend and actively participate in civil and academic conferences. The most recent events included the Association for Consumer Research Conference in Atlanta (2019), Africa Place Marketing in Casablanca (2018), and Subsistence Marketplaces Bottom-Up Immersion Conference in Tanzania (2019). 

Since 2015, I have been an ambassador for Sourire de Reda (https://www.sourire2reda.org), a civil association, which fights distress among teenagers and young adults.  

I also volunteer with the association Fiers et Forts (https://fiersetforts.org/fr/home/), which provides practical assistance to disadvantaged children in the Marrakech region. My participation involves support for special events and fundraising.  

Since 2020, I am ambassor in Morocco for the French Association of Marketing. I work to foster the image of the association among distinct stakeholders in the country.