Marie-Hélène ABBO, PhD

GROUPE ESC PAU | FACULTE ET CORPS PROFESSORAL | CV Marie-Hélène ABBO
15 janvier 2013
1
Marie-Hélène ABBO, PhD
Formation
2011: Ph.D from University of Delhi (India)
Topic: Impact of a Co-Branding Strategy between Non-Profit and For-Profit Organizations on
Consumers’ Attitude.
- Supervisor: Professor Muneesh Kumar - University of Delhi (India)
- Co-supervisor: Professor Christophe Benavent - Paris Ouest University (France)
1999: Pre PhD in Management Sciences Toulouse 1 University (France) with Honor
1979: Master in Management - Toulouse Business School (France)
1976: French Bacalaureat in Mathematics with Mention - Option Latin Greek
Expérience professionnelle
Since 2004 Marketing Professor at Group ESC PAU, France
- Since 2012 Academic Project Manager - International Department /France India MBA Manager
Topics: Innovation, Leadership, Knowledge Management, Global Branding
Multi-cultural Team Management; Indian markets experience and network; Conception and
Coaching of Business Consulting Projects in India for ACCENTURE; ACUMEN; AIRBUS; ALGOTECH ;
ALTRAN; ALLTECH; ARSHA Consulting ; ASHOKA; BATA; AYURVEDIC CENTER ; DECATHLON ; DRT ;
DYH - Design Your holidays ; EY; JAIKA Hospitality; J SOFT; KOGNOSANCE ; LAFARGE; LUMIPLAN;
LUNE DE MIEL; OFFICE DEPOT; QUIKSILVER; RELIANCE; SCHNEIDER ELECTRIC ; TOBOC; VIDEOCON;
YPAYCASH…
www.lenouveleconomiste.fr/lesdossiers/grandes-ecoles-mba-management-durable-12041
archives.lesechos.fr/archives/2011/LesEchos/20896-510-ECH.htm
www.larepubliquedespyrenees.fr/2012/06/28/gan-les-miels-michaud-visent-le-march-indien,1089081.php
www.imba.in
- 2010-2012 Head of Academic International Programs
Engineering and Educational Organization
In charge of IMP1 / IMP2 (International Master Programs): syllabus, professors’ management;
assessments…
Creation of IBS - International Bachelor Semester: syllabus
Mail : mh-abb[email protected]
Téléphone : 05.59.92.64.39
Enseignant – Chercheur
Marketing Professor

GROUPE ESC PAU | FACULTE ET CORPS PROFESSORAL | CV Marie-Hélène ABBO
15 janvier 2013
2
- 2004-2010 Head of Marketing Department
Team Management of permanent and free-lance teachers, creation of educational models, syllabus
assessments...
Marketing & Brand Management teaching in French, English and Spanish
Marketing research in India.
1998-2004 Marketing Consultant (Mha Consulting) & Marketing Professor
Marketing and Communication Audit; Qualitative Marketing Research; B2C; Health Care
References Toulouse Business School: Marketing Management and Communication (M2C) Master
co-manager; Affiliate Professor at Pau University; EUROMED Marseille (Health Master); INM Paris –
Marketing Institute (Executive MBA), IFG Paris (Executive Education)…
1991-1997 Brand Manager at PIERRE FABRE Laboratories
Worldwide leader in Dermo-cosmetics 2014 Turnover: 2108 M€, 10 000 Employees
- 1995-1997: International Brand Manager - RENE FURTERER - (www.renefurterer.com)
Premium Hair Care Brand - 50 references - 45 countries - 1995-1996 turn over: + 30%
Brand Development in France and abroad
New products Launches and creating of new concepts
Team Management (Product Managers, Logistics Assistants ...)
- 1991-1994: Head of the International Qualitative Research Department (www.pierre-fabre.com)
Synthesis of Strategic Studies for Sir PIERRE FABRE and the Top Management
Internal consultant for Marketing Directors of KLORANE, ELANCYL, GALENIC, AVENE brands...
Cosmetics & pharmaceutical worldwide markets analyst (panels, data consumers ...
Consumer’s and Retailers’ Focus Groups
In-house training / coaching product managers, sales force, subsidiaries....
Co-production of surveys with International Research Institutes (SOFRES, SECODIP, NIELSEN,
IPSOS, BVA…)
1981-1990 CRP CONSULTING GROUP – France (www.crpconsulting.net)
- 1988-1990: Marketing Communication Consultant
Managing Global Communication process & Coaching decision groups: SANOFI (health), CDT
(Tourism), EDF (Energy), CPAM (Health)
- 1985-1987: Marketing Research Survey Manager
Designing and developing qualitative and quantitative surveys in France & abroad: ALCON
(Health),Creation Delacroix (Fashion), Conseils Généraux Gers, Tarn, Haute- Garonne... (Public
Sector).COOB 92 Barcelona (Sport Event ), EDF (Energy), ESTEL (Dairy), France MAIS (Agriculture),
GELIS (Materials,) MAEC (Home Automation), SNCF (Transport), VOA (glassmaking)
- 1981-1984: Strategy and Marketing Lecturer
Developing Marketing training courses for executive managers and coaching new businesses /SMEs
to set up their projects.
Fonctions
Enseignant-chercheur - Professor of Marketing
Academic Project Manager – International Department
France India MBA Manager: Double diploma / PGPM from National School of Bangalore (NSB)
One year program – 280h in France / 320h in India + Business Consulting Projects

GROUPE ESC PAU | FACULTE ET CORPS PROFESSORAL | CV Marie-Hélène ABBO
15 janvier 2013
3
Domaines d'expertise
Brand Management and Brand Alliances
Integrated Marketing Communication
Cause Related Marketing
Indian Culture
Enseignements
Groupe ESC Pau (sessions in English)
Brand Management (ESC3 / Executive Education)
Global Branding and CSR (ESC3 / Executive Education)
Integrated Marketing Communication (MBA)
International Marketing Management (ESC2)
Consumer Behavior (ESC1)
Others Universities
Marketing Management (Ms)
Cause Related Marketing / Cause Co-Branding and the CBB Model (Ms)
RECHERCHE
Thème de recherche
Consumer behavior
Brand Alliance and Cause Co-Branding (India vs. France)
Fit and Congruency
Legitimacy
Affiliations
Member of IRMAPE Research Lab.
Member of AFM (Association Française du Marketing)
Member of EMAC (European Marketing Academy)
Reviewer: Journal of Brand Management & EMAC
Articles
ACL : Articles dans des revues internationales ou nationales avec comité de lecture
répertoriées par l’AERES/CNRS/FNEGE
Abbo Marie-Hélène, Kumar Muneesh and Sareen Mamta (2013), «Factors influencing the
level of adoption of Internet banking: An integration of TAM and Web Trust Model». Asian
Journal of Management Research, vol. 4 issue 1, pp.130 –145.

GROUPE ESC PAU | FACULTE ET CORPS PROFESSORAL | CV Marie-Hélène ABBO
15 janvier 2013
4
Abbo Marie-Hélène and Huq Faizul (2008), « Perceptions about benchmarking best practices
among French managers: an exploratory survey », Journal of Manufacturing Technology
Management / Benchmarking: an International Journal, vol. 15 issue 4, pp.382 – 401.
ACLN : Articles dans des revues avec comité de lecture non répertoriées dans des bases de
données internationales.
Abbo Marie Hélène, Muneesh Kumar, Benavent Christophe (2012), « Determinants of Cause
Co-Branding Success: A study of consumers’ attitudes in banking sector », Banks and Bank
Systems, vol. 7 issue 2.
ASCL : Articles dans des revues sans comité de lecture.
Abbo Marie-Hélène, Sié Laurent et Pierre Ghewy (2007), « Le transfert d’identification à la
marque invitée à la marque d’accueil dans les alliances de marques », Cahiers de Recherche
de l’ESC Pau, vol. 8.
Abbo Marie-Hélène, (2006), «Brand Associations, Consumers’ Attitudes and Cause-Related
Marketing: An Exploratory Study», Cahier de Recherche de l’ESC Pau, vol. 7.
Abbo Marie-Hélène, (2005), «An Exploratory Study on the impact of two Ingredient Branding
Strategies on the Host Brand», Cahier de Recherche de l’ESC Pau, vol. 4.
INV : Conférences données à l’invitation du Comité d’organisation dans un congrès national
ou international
Abbo Marie-Hélène (2009), « Doing Good is not necessarily Doing Well: a Talk on Alliances
between Corporate Houses and NGOs", Conférence organisée par l'Alliance Française,
Bangalore, India.
Abbo Marie-Hélène (2009), « From Branding to Cause Co-Branding », VIème Congrès de
l’ADERSE, Pau, France.
ACTI : Communications avec actes dans un congrès international
Abbo Marie-Hélène and Muneesh Kumar (2015), « Brand Alliances with Social Causes: What
Drive the Consumer Preference? », 3rd Annual International Colloquium on Branding,
Athens, Greece.
http://www.atiner.gr/abstracts/2015ABST-SME-SMC-BRA.pdf
Abbo Marie-Hélène, Muneesh Kumar and Benavent Christophe. (2013), «Alliances between
For-Profit and Not-for-Profit Organizations: Does the Cause really matter in Indian Context?
», 18th Euro Asia International Research Seminar, Venetia, Italy.

GROUPE ESC PAU | FACULTE ET CORPS PROFESSORAL | CV Marie-Hélène ABBO
15 janvier 2013
5
Abbo Marie-Hélène, Bories Denis et Vidal Sophie (2011), « Utilisation du label AB dans la
publicité : quels effets sur l’attitude des consommateurs? », 27ème Congrès International
Association Française du Marketing (AFM), Bruxelles, Belgique.
Abbo Marie-Hélène (2008), «Evolution of Brand Associations after a Co-Branding Initiative
between a Brand and a Cause: a French Exploratory Case Study », 7th International Congress
Marketing Trends- EAP-ESCP, Venetia, Italy.
Abbo Marie-Hélène (2007), « An exploratory Study on the Impact of Partnering with a Non-
Profit Organization on the Brand Structure of a For-Profit Organization », Association of
Marketing Theory & Practice Conference, Florida, USA.
Abbo Marie-Hélène, Sié Laurent and Ghewy Pierre (2006), « Le Transfert d’Identification à
la Marque dans le cadre des Alliances de Co-marquage », 22ème Congrès International,
Association Française du Marketing (AFM), France.
ACTN : Communications avec actes dans un congrès national
Abbo Marie-Hélène (2009), « Evolution of the Brand Structure after a Cause Co-Branding
Initiative: A French Exploratory Case Study », 1st seminar on Ethical marketing, ESCEM,
Tours, France.
OS : Ouvrages scientifiques (ou chapitres de ces ouvrages).
Abbo Marie-Hélène, Malaval Philippe, Kumar Muneesh and Decaudin Jean Marc (2015),
Integrated Marketing Communication : Pentacom – PEARSON Education
http://pearson.vrvbookshop.com/book/integrated-marketing-communication
“This is a well-designed compact book on the business of integrated communication. While its
essential focus lies on Integrated Marketing Communication it does acknowledge communication
needs of different types of organizations. Viewed from that perspective, it is unique in approach and
has a distinctive flavor that is likely to appeal to a wider audience. It will be particularly useful for
practicing managers who wish to improve their foundation skills in the challenging area of business
communication. It is warmly recommended." Dr Ramnath Narayanswamy, PhD, Professor of
Economics and Social Sciences, IIM Bangalore.
“Building on the success of the French-speaking edition, the authors are providing a very useful book,
with an accessible and readable style entirely adapted to the Indian context. It brings the reader up to
date communication tools and techniques, particularly efficient to enhance managers’ practices.”
Dr Martin Kiran Rao, Executive Vice President Strategy & Marketing Airbus.