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

 

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, a doctoral degree (PhD) in management sciences and a French habilitation to supervise research from the University of Lille, France. 

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Research 

 

You can find my research published in academic journals including the European Journal of Marketing and the Journal of International Marketing, the Journal of Macromarketing or the Journal of Business Ethics. 

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 subsistence 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. Since 2026, I have been president of this association and co-editor of the related academic journal Markets, Globalization & Development Review.

Since 2026, I have served as Chair for Visioning at the academic organization Subsistence Marketplaces, where I am committed to developing educational programs in marketplace literacy.

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.