Barbara CAEMMERER
Professeur de Marketing / Professor of Marketing
e.mail : barbara.caemmerer@essca.fr

FORMATION / EDUCATION
PhD in Marketing
University of Strathclyde
PGDip in Research Methods / PGCert in Advanced Academic Studies
University of Strathclyde  
BA Honours in Marketing and Psychology
University of Strathclyde
Fellow of the Higher Education Academy

RECHERCHE ET ENSEIGNEMENT / RESEARCH AND TEACHING INTERESTS
Thèmes de recherche / Research interests
Services marketing and management in public and private sector contexts (B2B and B2C)
Management of franchising systems
International marketing communications, in particular country-of-origin effects
Cours enseignés / Teaching interests
Services Marketing and Management
Marketing Communications
Marketing Research
Principles of Marketing

PUBLICATIONS / PUBLICATIONS

Articles dans des revues académiques / Papers published in refereed journals
CAEMMERER, B., MOGOS-DESCOTES, R. (2011). The Effectiveness of Sponsorship in Legitimacy Formation – The Moderating Role of Pre-Existing Consumer Attitudes, Advances in Consumer Research (ACR), St Louis, MO.

HENLEY N., RAFFIN S. et CAEMMERER  B. (2011). The Application of Marketing Principles to a Social Marketing Campaign, Marketing Intelligence & Planning, Vol. 29, N° 7, pp 697-706.

CAEMMERER, B.; WILSON A. (2011) An Exploration of the Service Orientation Discrepancy Phenomenon in a Public Sector Context, Service Industries Journal, Vol. 31, N°. 5, pp 355-370.

CAEMMERER B., WILSON A. (2010), Customer feedback mechanisms and organisational learning in service operations, International Journal of Operations and Production Management, 30, 3, pp 288-311.
CAEMMERER B. (2009), The planning and implementation of integrated marketing communications, Marketing Intelligence & Planning, 27, 4, pp 524-538.
CAEMMERER B., BANERJEE M. (2009), Understanding service relationship management in the private and the public sector, Journal of Relationship Marketing, 8, 1, pp 68-79.
EVANSCHITZKY H., IYER G.R., CAEMMERER B. (2008), Dimensions of satisfaction in retail settings: a research note, Journal of Relationship Marketing, 7, 3, 275-285.

Rapports de Recherche / Research reports

BOULAY J. (dir.), CAEMMERER B., DUNIACH K. et EVANSCHITZKY H. (2011), Le recours à l’option multi-unités dans le développement d’un réseau de franchise : modèles décisionnels et avantages compétitifs, Rapport de recherche à la fédération française de la franchise, 158 p.

Actes de colloques / Conference proceedings 
EVANSCHITZKY, H., CAEMMERER B. et BROCK C. (2011) A Multi-Level Study on Franchisee- and System-Level Antecedents of Opportunism and Satisfaction, World Marketing Congress (WMC), 19 – 23 July, Reims.

PRIETO M.et CAEMMERER, B. (2011) Differing Online Pricing Strategies for Similar Products – The Effect of Sellers’ Personal Involvement, European Institute of Retailing and Service Studies Conference (EIRASS), 15 – 18 July, San Diego.

HYNES, N., CAEMMERER, B. et MASTERS, E. (2011) The Use of Sustainable Country Images in Organizational Branding, Academy of Marketing Science Conference (AMS), 24 – 27 May, Coral Gables.

EVANSCHITZKY H.et CAEMMERER, B. (2011) The Franchise Dilemma: Agent Motivations, Contracting, and Opportunism in Hybrid Governance, Academy of Marketing Science Conference (AMS), 24 – 27 May, Coral Gables.

CAEMMERER B.  et STAN V. (2011),  The development and management of organizational partner orientation, Academy of Marketing Science Conference, 24-27 May, Coral Gables, Florida.

CAEMMERER  B. and DEWAR A. (2010), A comparison of service quality expectations and perceptions in the public and the private sector, European Marketing Association Conference (EMAC), 1- 4 June, Copenhagen.

CAEMMERER  B. (2010), Solution orientation: theoretical frameworks, practical applications and challenges, Academy of Marketing Science, 26-29 May, Portland, USA.
CAEMMERER B., EVANSCHITZKY H. (2010), Roads to customer performance: investing wisely in the service-profit chain, American Marketing Association (AMA), 19 – 22 February, New Orleans, LA.
CAEMMERER B., MARCK M. (2009), The impact of isomorphic pressures on the development of organisational service orientation in public services, Australian and New Zealand Marketing Academy (ANZMAC), 30 November – 2 December, Melbourne.
CAEMMERER B., CENTENO E., MARCK M. (2009), The development of internal trust in service branding – a comparison of large organisations and SMEs, World Marketing Congress (WMC), 22 – 25 July, Oslo.
CAEMMERER B., WILSON A. (2009), Contribution of user feedback mechanisms to organisational learning, European Marketing Association Conference (EMAC), 26 – 29 May, Nantes.
CAEMMERER B., BANERJEE M. (2008), Inter-sectoral isomorphism – the qssimilating service orientation of public and private sector organisations, European Marketing Association Conference (EMAC), 27 – 30 May, Brighton.
CAEMMERER B., WILSON A. (2007), An evaluation of customer feedback mechanisms in the public sector, British Academy of Management Conference (BAM), 11 – 13 September, Warwick.
CAEMMERER B., WILSON A. (2007), An investigation into the service orientation discrepancy phenomenon in a public sector setting, Academy of Marketing Conference (AM), 3-6 July, Surrey.
CAEMMERER B., WILSON A. (2007), The development of an externally driven organisational service orientation in the public sector, European Marketing Association Conference (EMAC), 22 – 25 May, Reykjavik.
WILSON A., CAEMMERER B. (2005), Managing customer satisfaction surveys and effective service measurement, British Academy of Management Conference (BAM), 13 – 15 September, Oxford.

Autres conférences / Other conferences

BOULAY J., CAEMMERER B., DUNIACH K. et EVANTCHIVSKY H. (2011), La multi-franchise, une alternative stratégique de développement des réseaux, Les Entretiens de la Franchise, 22 novembre, MEDEF, Paris.   

Book contribution
CAEMMERER B. (2009), Renault: how a sausage, a sushi roll, a crispbread and a baguette have affected car sales in Europe, in Armstrong, Kotler, Harker and Brennan (Eds.), Marketing: An Introduction, European Edition, Pearson.

ACTIVITES SCIENTIFIQUES / PROFESSIONAL SERVICES 
Affiliations professionnelles  / Professional affiliations
Member of the American Marketing Association
Member of the Academy of Marketing Science
Member of the European Marketing Association
Ad’hoc reviewer pour des revues et conférences scientifiques / Ad hoc reviewer :
Journals: International Journal of Operations and Production Management; the Service Industries Journal; the International Marketing Review; the International Journal of Nonprofit and Voluntary Sector Marketing; Marketing Intelligence & Planning
Conferences: AMA; WMC; EMAC; ANZMAC; BAM; AM.

PARCOURS PROFESSIONNEL / EMPLOYMENT
Expérience dans l’enseignement supérieur / Academic experience
ESSCA - Paris et Angers
Professeur de Marketing / Professor of Marketing (> 2010) 
UNIVERSITY OF STRATHCLYDE - Glasgow
Professeur Assistante de Marketing / Assistant Professor of Marketing (> 2006)
Expérience en entreprise / Industry experience (<2006)
GLASGOW CITY COUNCIL
Consultant – Development and Regeneration Services
SCOTTISH ENTERPRISE, Glasgow
Researcher - Customer Relations in Economic Development

BBDO, Mexico City
Strategic Planning in Marketing Communications

BMG - Hamburg
Public Relations in the Music Industry

DDB NEEDHAM - Dusseldorf
Account Management and Strategic Planning in Marketing Communications

AGM - Berlin
Public Relations Agency 

Last updated: 20120120