Corinne Faure
France
Professor of Marketing
Senior Professor, Marketing
Areas of expertise
Innovation Adoption, New Product Development, Innovation Marketing, Green Marketing
Contact
+33 4 56 80 66 13 - Office F713
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Corinne Faure, ESSEC graduate, PhD in Marketing from the University of Florida, joined Grenoble Ecole de Management as a Marketing Professor in September 2011. Her international career has previously taken her to France (HEC and ESSEC Business School), Germany (European Business School and Goethe University Frankfurt), and the USA (Virginia Tech).
Her research interests are in the area of new product development, energy consumption, green marketing, and research methods. Her work has been published among others in International Journal of Research in Marketing, Journal of Product Innovation Management, and Recherche et Applications en Marketing. She serves as a reviewer for numerous international journals and conferences.
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Articles in Refeered Journals
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The image of retail stores offers an important means for differentiation in highly competitive retail markets. Storefront displays generally function to increase attention to the store or generate unplanned store visits, whereas their impact on store image remains unknown. This study therefore investigates perceived image differences between commonly used types of storefront displays and tests whether an image transfer takes place from the display to the retail store. The results show that more innovative displays achieve better image valuations and that store image benefits from the presence of a storefront display. Spillover effects from the display to the store even occur in the face of some resistance, such as in familiar stores and among consumers who have negative attitudes toward such displays.
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Preference maps provide a visual representation of market structure, usually depicting brand or product alternatives, product attributes, and customers in a single graphic. Using measures of consideration and attribute sets to establish criterion validity, we develop a set of metrics that can be interpreted by managers and that allow managers to evaluate maps based on their ability to accurately represent market structures for products, attributes, and consumers. Using a Monte Carlo simulation, we test the stability of the metrics for a variety of scenarios and compare them to statistical stress. Our results show that the metrics can help identify specific sources of noise and can therefore be used to interpret map fit at a more disaggregated level than stress. We apply the metrics on an empirical example and use them to develop a reweighted map for a focal product.
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Managers are often concerned with the potential negative reputation impact of
being assigned to a new product development project. Social psychology theories,
and in particular the group attribution error theory, suggest that their worries might
be justified, with individual team members being evaluated on the basis of the overall
project performance, without regard for the processes by which the team outcome
was reached. The objective of this paper is to empirically test for the existence of
such biases in the evaluation of new product development team members. For this
purpose, three independent experiments based on scenarios test the extent to which
the group attribution error is at play in the evaluation of new product development
team members and the extent to which it can be removed. Overall, this paper indicates
that this bias does indeed affect the evaluation of new product development
team members as well as decisions based on these evaluations. In the studies presented
in this paper, analysis of variance showed that subjects inferred that team
members’ attitudes were consistent with the decision made and failed to adjust adequately
for the decision rule used. Subjects then used these summary judgments as
the basis for deciding on reward allocations and making competence attributions
about the team members. In Study 1, the decision rule used was either a vote or a
team leader decision, and therefore the bias might have been explained by the lack
of information available. Study 2, however, provided unambiguous information
about team members’ positions, yet subjects did not adequately take this information
into account. Study 3 replicated these results with experienced new product
team managers, suggesting that theses biases are likely to be at play in the workplace.
Moreover, subjects in Studies 2 and 3 felt quite confident that their judgments
were being fair, even in the cases where these judgments truly were not, which suggests
a
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Companies are more and more relying on cross-functional teams for the management of their new product activities. These teams face many problems, which have been studied somewhat haphazardly in the literature. The objective of this pedagogically-oriented article is to propose a framework integrating the findings of the literature on new product development teams.
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Investigates the impact of power on the choice of influence tactics in the context of consumption.
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Research on consumers' gifts to themselves has been mainly exploratory and descriptive. Toward more theoretical understanding, we conducted an experiment on self-gift behavior as it is precipitated by everyday achievement tasks. We manipulated (1) achievement outcomes (success/failure) and (2) consumers' explanations for those outcomes (attributions) to examine their effects on self-gift likelihood. We also measured emotions and deservingness as potential mediators. Results showed that self-gifts are more likely following successes; however, depending on whether the attribution is to an internal versus external cause, the levels of self-gift likelihood within successful and failed contexts are reversed. Also, happiness, pride, confidence, and deservingness mediated a substantial amount of these effects. Discussion focuses on implications for self-gift theory, attribution research, and the marketing management of consumer self-gift behavior.
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Examines some of the antecedents of self-gift likelihood and explores how locus, controllability, and stability can serve to predict self-gift likelihood in achievement contexts.
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International Marketing
(GGSB)
Qualitative Research for Strategic Marketing
(GGSB)
Quantitative Research for Strategic Marketing
(GGSB)
Design of Applied Academic Research in Marketing
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