This week, my colleagues and I host associate professor Kristine
de Valck of HEC Paris, France. Kristine has a long-lasting
relationship with ESCP Europe. Luca Visconti and she go way back
and she knew Ben Voyer already when he was still a PhD student.
Kristine and I bonded over a lunch of dry chicken at the European
Marketing Academy Conference in Nantes, France in 2009.
Kristine has written some influential papers on marketing, such
as one in the Journal of Marketing in 2010 on networked narratives
and the tension bloggers feel when they are faced with the question
of whether they would discuss a product experience on their blog or
rather avoid looking commercial.
The working paper she presented as part of our academic research
seminars had already won the Juror's Award prize for best
videography at the Association for Consumer Research Conference in
2009. You may watch it here. It focuses on the new,
exciting, and creative topic of practice-dominant logic of markets
and uses that approach to explore the interplay of human and
non-human agency in the creation and evolution of the lifestyle
sport market of paintball.
Eleven marketing researchers from different UK universities
attended the seminar at ESCP Europe's London campus, while six
faculty members followed the proceedings via video link from ESCP
Europe's Paris campus. Feedback from the audience showed it to be
an enjoyable and stimulating event. Thank you, Kristine, for this