Research

The Center on Consumers and Marketing Strategy (CCMS) focuses on both the demand and supply sides of marketing. Both perspectives are investigated into the light of ethics and responsibilities of any partner in a vast range of marketing transactions or activities.

Questions related to consumer’s welfare and/or protection against some marketing practices are more and more often brought to the fore. To provide responses to these interrogations, research is needed, on consumers and on markets. This strong societal philosophy is the connecting link between actual and future activities of the CCMS’ members.  Goods and services in profit and non-profit industries are studied and this, in national, European and international environments and for B2C and B2B markets.

To provide a comprehensive understanding of consumers, we aim at both individuals and groups, young people, teens and adults as well as neglected segments like disabled people or consumer activists. Original fields of research such as leisure, culture and tourism are included. The focus will be the consumption in itself or the shopping behaviour. Aspects related to judgments and decision making and reactions (cognitive and affective) to persuasive communications or responsible consumption and social marketing are included as well. Collaborations between CCMS’ members on these issues already exist (may issues are interrelated) and more synergies will be created and made possible by the creation of the CCMS.

Activities of the CCMS articulate around the following ones: scientific research, participation to symposia and conferences, publications of international level, training and supervision of doctoral students, hosting of researchers and of guest professors, involvement in national and international research networks, organization of seminaries and symposia, executive education and business partnerships.