CV MAILLE AACSB dec 2012 - Skema Business School

Updated on 4 th December 2012
Virginie Maille
Professor of Marketing
virginie.maille@skema.edu
Tel: +33(0) 493 954 482
Dedicated Faculty since September 2000
Summary :
Participating qualification:
Virginie Maille is a participating professor of marketing and a member of the SKEMA
Research Center in Marketing, Consumption and Retailing.
Education:
She received her Doctorate in Management Studies from Montpellier I University and her
Habilitation à Diriger des Recherches (French Qualification for Ph.D. Supervisor) from
Paris-Dauphine University.
Academic experience:
She has 20 years of experience in teaching and academic administration. At Skema, she has
been the Director of the Master in Management program in Marketing and Business
Development, member of the pedagogic committee and research committee. She is currently
teaching Marketing Fundamentals, Sensory Marketing and Quantitative Methodes at Skema
and Ecole Supérieure des Affaires (ESA) in Beirut.
Maintenance of Qualification:
Her primary research interest is information processing - how the consumer is affected by
various marketing cues, more particularly sensory information and incongruent information.
She published articles in peer reviewed journals such as Journal of Business Research,
Recherche et Applications en Marketing, Advances in Consumer Research and has been
presented at major marketing conferences such as ACR, EMAC and AMS.
Nationality
French
Education
2011: Habilitation à Diriger des Recherches (French Qualification for Ph.D. Supervisor),
Université Paris-Dauphine (Coordinator: Christian Pinson, INSEAD): « A Consumer Looking
For Sense ».
1999: Doctorate in Management studies, Montpellier I University (highest honours, with
unanimous congratulations of jury; Supervisor: Yves Chirouze): « The Influence Of Olfactive
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Stimuli On Consumers’ Behavior: Evaluation And Purchase Intention Of A Scented
Product ».
1991: DEA (1 st year of PhD studies) in Management studies – Marketing, Institut
d’Administration des Entreprises, Aix-Marseille III University
1990: Maîtrise (equivalent to Master level), Economics, Aix-Marseille III University
1984: Deug Psychology, Aix-Marseille I University.
Academic appointments
2010-present: Member of the SKEMA Research Center in Marketing, Consumtion and
Retailing.
2001- 2008: Director of Master in Management Program Marketing and Business
Development, SKEMA Business School
2000- present: Professor of marketing, SKEMA Business School
1996-2000: Supporting professor of marketing, EDHEC and ESPEME
1992-1995: Lecturer in marketing, Toulon University
Courses taught at SKEMA Business School
Marketing management (fundamentals) – French
Sensory Marketing - English
Consumers’ motivation in retail environments (Raleigh campus) - English
Other responsibilities at SKEMA Business School (administration,
service, committees …)
Member of the Research Committee (from 2001 to 2009)
Visiting
Visiting Lecturer in Sensory Marketing:
- IAE Rennes and IAE Nice, Master 2 program (2006)
Visiting Lecturer in Research Methodology:
- ESA Beirut, MBA, eMBA and Master in Management (2004-2010)
Visiting Lecturer in Quantitative Methods:
- ESA Beirut, MBA, eMBA and Master in Management (2004-present)
Visiting Lecturer in Marketing Management:
- ESA Beirut, MBA (2002-2009)
Membership of academic associations/networks
- AFM (Marketing French Association)
- ACR (Association for Consumer Research)
- APS (Association for Psychological Science)
Research interests
Information processing (particularly sensory information and incongruent information) and
Consumer Behavior
Updated on 4 th December 2012
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Intellectual contribution
1 Discipline based scholarship
1.1 Articles in discipline based journals (peer-reviewed)
2013. Maille V., Hoffmann J., Compliance with veterinary prescriptions: the role of physical
and social risk revisited, Journal of Business Research, 66, 1, 141-144.
2011. Maille V., Fleck N., Perceived Congruency: Towards a clarification of the concept, its
mechanisms and its measure, Recherche et Applications en Marketing, 26, 2.
2010. Fleck N., Maille V., Thirty years of contradictory literature on the perceived
congruence effects: synthesis, limits and future research”, Recherche et Applications en
Marketing, 25, 4.
2006. Maille V., Ambient scents in government offices: Direct and indirect effects and
moderating variables, Latin American Advances In Consumer Research, 1, ed. Luna D.,
Monterrey, Association for Consumer Research.
2005. De Barnier V., Maille V., Gallopel K., Valette-Florence P., A cross-cultural study of the
persuasive effects of sexual and fear appealing messages: A comparison between France,
Denmark, Thailand and Mexico, Asia Pacific Advances In Consumer Research, 6, ed. Ha Y-
W. & Hi Y., Seoul, Association for Consumer Research, 140-150.
2003. Maille V., L’influence des odeurs sur le consommateur : la tendance à la recherche de
sensations et au comportement exploratoire comme variables modératrices, Revue Française
du Marketing, 194, 4/5, 49-63.
2001. Maille V., L’incidence des stimuli olfactifs : un état des recherches, Recherche et
Applications en Marketing, 16, 2, 51-75.
1.2 Papers presented at scholarly meetings (peer-reviewed)
2012. Nenkov G., Morrin M., Maille V., Lwin M., Sense and Sensibility: The Impact of
Sensory Input on Moral Judgments, North American Advances in Consumer Research,
Vancouver, Association for Consumer Research.
2011. Fleck N., Maille V., Raghubir P., What a strange bottle! Effects of perceived
congruence of a package design, AMS conference, Reims
2011. Fleck N., Maille V., Raghubir P., Drôle de bouteille! Les effets de la congruence d’un
packaging, Annual Conference Marketing Trends in Europe, ESCP Europe / Ca’Foscari
University, Paris.
2010. Maille V., Hoffmann J., Therapeutic compliance on behalf of a dependent third party:
the roles of perceived risk, trust towards the physician and client-patient attachment,
International Conference in Marketing Health, Lille I University / HEC Montréal, Lille.
2010. Garnier M., Maille V., Poncin I., Perceived realism and virtuality: the impact of sensory
experiences on a 3D commercial website, EMAC, Copenhague.
2009. Maille V., Hoffmann J., Observance thérapeutique : le rôle du risque perçu et de la
confiance envers le médecin, AFM Annual Conference, London
2007. Maille V., L’intensité du goût et de la couleur de produits alimentaires : l’influence de
l’incongruence perçue sur l’acceptabilité, AFM Annual Conference, Aix le Bains.
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2006. Camus S., Maille V., Annual Conference Marketing Trends in Europe, ESCP Europe /
Ca’Foscari University,Venise.
2006. Maille V., Ambient scents in government offices: Direct and indirect effects and
moderating variables, ACR, Monterrey.
2005. Maille V., L’influence de parfums ambiants au sein du point de vente d’un service
public : le rôle de variables médiatrices et modératrices, AFM Annual Conference, Nancy.
2005. Maille V., Parfumer les points de vente d’un service public : suffit - il que ça
sente bon ? , Annual Conference Marketing Trends in Europe, ESCP Europe / Ca’Foscari
University, Paris.
2004. DeBarnier V., Maille V., Gallopel K., Valette-Florence P., A cross-cultural study of the
persuasive effects of sexual and fear appealing messages: A comparison between France,
Denmark, Thailand and Mexico”, ACR, Seoul.
2004. DeBarnier V., Maille V., Gallopel K., Valette-Florence P., Impact des messages à
caractère choquant sur la persuasion publicitaire : une étude interculturelle, AFM Annual
Conference, St Malo.
2004. Maille V., L’influence des odeurs sur le consommateur : le profil d’implication comme
variable modératrice, Annual Conference Marketing Trends in Europe, ESCP Europe /
Ca’Foscari University, Venise.
2003. Maille V., La mesure de l’impact des odeurs de produits ou d’espaces commerciaux :
quelle validité ?, Association Le Sensolier – Annual Conference, Paris.
2003. Maille V., Pratiques et recherches en marketing sensoriel : défis et perspectives,
sensory marketing conference AFM, Montpellier.
2002. Maille V., L’incidence des stimuli olfactifs : le niveau optimal de stimulation et le
comportement exploratoire comme variables modératrices, Annual Conference Marketing
Trends in Europe, ESCP Europe / Ca’Foscari University, Paris.
2000. Maille V., La réponse du consommateur au produit parfumé : l’incidence de la
congruence de l’odeur, Annual Conference Marketing Trends in Europe, ESCP Europe /
Ca’Foscari University, Venise.
1.6 Chapters in scholarly books
2013. Maille V., Siekierski E., Comment gérer les sensations tactiles?, in Rieunier S. (Eds), Le
Marketing Sensoriel du Point de Vente, Dunod, Paris (4rd edition)
2009. Maille V., Siekierski E., Comment gérer les sensations tactiles?, in Rieunier S. (Eds), Le
Marketing Sensoriel du Point de Vente, Dunod, Paris (3rd edition)
2006. Maille V., Siekierski E., Comment gérer les sensations tactiles?, in Rieunier S. (Eds), Le
Marketing Sensoriel du Point de Vente, Dunod, Paris (2nd edition)
1.8 Reviewing
- Recherche et Applications en Marketing
- Décisions Marketing
- AFM Annual Conference
- Marketing Trends in Europe
- Ethienne Thil Conference
Updated on 4 th December 2012
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- ACR Conference
- EMAC Conference (2010)
1.9 Other
Conference organisation (with review process):
2002. AFM conference on “Sensory Marketing”, Skema Business School (Co-organised with
Rieunier S. and Gallopel S., Rennes University).
Updated on 4 th December 2012
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2 Contribution to practice
2.1 Articles in professional or trade journals or magazines
2004, La incidiencia de los estimulos olfativos en el punto de venta : el ejemplo de Correos,
Percepnet 19/05.
2.2 Presentations at trade meetings
2010. Maille V., Du parfum de Süskind au “Marketing Sensoriel”: l’influence des odeurs sur
le consommateur, ARA Conference, AFM, Paris.
2010, Maille V., Marketing Sensoriel : état des recherches et perspectives, PRIDES Provence
entreprises de l’art de vivre, Brignoles.
2009. Body L., Maille V., Marketing sensoriel: état des recherches et perspectives, EBI (School of
Industrial Biology), Paris.
2009. Maille V., Marketing sensoriel du point de vente, ANVIE (Association nationale de
valorisation interdisciplinaire de la recherche en sciences humaines et sociales auprès des
entreprises), Paris.
2005. Boumendil M., Maille V., Table ronde sur l’influence du son en marketing, Congrès
“les trophées de la communication”, AFREP (Association des professionnels de la
Communication de Nice et de la Côte d'Azur), Cannes.
2004. Maille V., The effect of olfactory stimuli on consumer behaviour : olfaction and the
retailing environment, Percepnet (Centro de recursos sobre percepción y ciencias sensoriales),
Barcelone.
2004. Maille V., L’influence des stimuli olfactifs sur le consommateur, l’exemple de La
Poste », Eurosyn, 11 mars.
2003. Maille V., Pratiques et recherche en Marketing Olfactif : défis et perspectives, colloque
« marketing sensoriel » organisé par Repères, le pôle de veille et d’analyse marketing EDF
R&D, le printemps de la recherche – Innovation commerciale et analyse marketing, Paris.
2003. Maille V., Optimiser la sensorialité de son point de vente pour séduire le
consommateur, Conference « les enjeux commerciaux du marketing sensoriel, Negocia.
2002. Dimanche F., Maille V., Tourisme et marketing sensoriel : vers un tourisme des 5
sens ? , Congrès annuel de la Fédération Nationale des Offices du Tourisme et Syndicats
d’Initiative, Tours.
2001. Maille V., L’incidence des stimuli olfactifs, Sensory Marketing Conference, ICAD
(Institut des Cadres Dirigeants) / revue Stratégies, Paris.
2.3 Professional reports and studies
2009. Facteurs de satisfaction, Monaco Telecom
2008. Le marché du chewing gum, le point de vue des consommateurs, Mane
2007. Packaging test, Pet Food Virbac
2006., Understanding Non Compliance, Virbac
2005. La légitimité de la vente au comptoir, Virbac
Updated on 4 th December 2012
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3 Learning and pedagogical research
3.1 Case studies
2001. Maille V., Dufer J., Parfums de shampooing, CCMP.
Languages
French, English, Italian
Updated on 4 th December 2012
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