Professors

Emmanuelle RIGAUD

Associate Professor

Marketing, Brand management, Luxury management

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Emmanuelle RIGAUD

Academy

Globalization

Research center

Marketing Interactions

Location

Paris

Discipline

Marketing
Education
2009
Ph.D. in Business Strategy, Université Paris Nanterre, France
2004
Master in Human Ressources, Université Paris 1 Panthéon-Sorbonne, France
Experience
Full-time academic positions
Since 2019
Associate Professor, SKEMA Business School, France
Other academic affiliations and appointments
2009 - 2019
Professeur Stratégy-Marketing, NEOMA Business School, France
2008 - 2009
Lecturer, Université Paris-Est Marne-la-Vallée, France
2008 - 2010
Lecturer, ESCP Business School, France
2005 - 2008
Lecturer - Executive Education, Université Paris 1 Panthéon-Sorbonne, France
Other professional experiences
2014 - 2019
Consultant, Coty Inc., France
2001 - 2002
Operational Marketing Director, LVMH Parfums, France

Peer-reviewed journal articles

RIOT, E., RIGAUD, E. and BUA, I. (2024). L'instant Taittinger: a champagne family house in its chronotope. International Journal of Entrepreneurial Behaviour and Research, 30(9), pp. 2275-2303.
DEPEYRE, C., RIGAUD, E. and SERAIDARIAN, F. (2018). Coopetition in the French luxury industry. Five cases of brand-building by suppliers of luxury brands. Journal of Brand Management, 25, pp. 463–473.
DEPEYRE, C., RIGAUD, E. and SERAIDARIAN, F. (2017). Quelles stratégies pour les sous-traitants face aux reconfigurations des chaînes de valeur ? Le cas de la joaillerie en France. Gérer et Comprendre, 127(1), pp. 3-14.
CHIAMBARETTO, P. and RIGAUD, E. (2016). Coopétition, hétérogénéité des clients et stratégies de ciblage. Journal of Management, pp. 98-131.
RIOT, E., CHAMARET, C. and RIGAUD, E. (2013). Murakami on the bag: Louis Vuitton's decommoditization strategy. International Journal of Retail and Distribution Management, 41(11/12), pp. 919-939.
RIGAUD, E. (2009). Les fusions, processus fini ou interminable ? Le cas Peugeot Citroën. Gérer et Comprendre, pp. 26-34.

Book chapters

RIGAUD, E. (2019). les nouvelles dynamiques du luxe. In: Emmanuelle Rigaud, Françoise Collard, Bruno Godey, Arnaud Fournier, Maria Ruiz Garcia eds. Management du luxe : Opportunités et Challenges. 1st ed. Paris: Vuibert.
RIGAUD, E., PINI, F.M. and CERVELLON, M.C. (2019). Les Nouvelles règles et leur impact sur les organisations. In: Emmanuelle Rigaud, Françoise Collard, Bruno Godey, Arnaud Fournier, Maria Ruiz Garcia eds. Management du luxe : Opportunités et Challenges. 1st ed. Paris: Vuibert.
RIGAUD, E. and PINI, F.M. (2019). La gestion des marques et leur rôle stratégique. In: Emmanuelle Rigaud, Françoise Collard, Bruno Godey, Arnaud Fournier, Maria Ruiz Garcia eds. Management du luxe : Opportunités et Challenges. 1st ed. Paris: Vuibert.
RIGAUD, E., KARYOTIS, C. and COLLARD, F. (2019). Les nouveaux business model dans la banque. In: Jean-Michel Huet, Fabrice Lajugie de la Renaudie eds. Une nouvelle ère du marketing ? : l'impact des nouveaux business models. 1st ed. Paris: Pearson.
RIGAUD, E., BRUN, A., R. JENSEN, K. and HERVÉ, L. (2017). Discovering Luxury Industry. In: Emmanuelle Rigaud-Lacresse, Fabrizio Maria Pini eds. New Luxury Management : Creating and Managing Sustainable Value Across the Organization. 1st ed. Palgrave Macmillan, pp. 19-67.
RIGAUD, E. and SERAIDARIAN, F. (2017). Growth for Value Creation in Luxury. In: Emmanuelle Rigaud-Lacresse, Fabrizio Maria Pini eds. New Luxury Management : Creating and Managing Sustainable Value Across the Organization. 1st ed. Palgrave Macmillan, pp. 239-293.
RIGAUD, E. (2014). Les apports du droit à la compréhension des stratégies marketing des firmes : Le cas des stratégies de prise de risque juridique en matière de marques. In: Gaëlle Dalbignat-Deharo, Xavier Strubel, Alberto Alemanno eds. Penser les relations du droit et des sciences de gestion. 1st ed. Editions Dalloz.

Published business cases

RIGAUD, E. and CORDIER, M.B. (2011). LONGCHAMP : L'histoire d'une success story dans le luxe. CCMP.

Books and book editor

RIGAUD, E. and PINI, F.M. [Eds] (2019). Management du luxe : Opportunités et Challenges. paris: Vuibert, 304 pages.
RIGAUD, E., PINI, F.M. and FOURNEAUX, S. (2017). New Luxury Management : Creating and Managing Sustainable Value Across the Organization. Springer, 311 pages.
ANDRE, C. and RIGAUD, E. (2014). Droit du marketing. Les stratégies marketing optimisées par le droit. Ellipses, 288 pages.

Conference presentations

DEPEYRE, C., RIGAUD, E. and SERAIDARIAN, F. (2017). It's Tough at the Top. Ethical Competences of New Luxury Actors. In: Global Fashion Management Conference. Vienna.
SERAIDARIAN, F., RIGAUD, E. and RIOT, E. (2013). On Luxury Professionals in Small Firms Struggling to Define their Added Value. In: International workshop on Luxury Retail, Operations and Supply Chain, management. Milano.

Press and social media

RIGAUD, E. (2023). James Bond : Pourquoi le luxe ne meurt jamais ? SKEMA Podcast.