Thierry DELECOLLE Professor, Marketing, Marketing

December 2014
Year hired at ISC Paris: 2010
Full-Time:
Participating
Thierry DELECOLLE
Professor, Marketing, Marketing and Commercial Relations Department
Grande Ecole
Teaching Area/s: Marketing
Education: InstitutionDegree Major / MinorYear
Operations Management2009Université Paris DauphineDoctorate
Marketing2001Université Paris DauphinePostgraduate Diploma
(french DEA)
Course Responsibilities at ISC Paris 2009 through 2014:
Market Research
2010
Intellectual Contributions 2009 through 2014:
Intellectual Contributions Total
5Journal article
7Book chapter
8Proceedings from scholarly meetings
1Paper presented at a A or P meeting
2Faculty research seminar or workshop
1Published case
2Working Papers
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Thierry DELECOLLE - Professor, Marketing
ISC Paris School of Management, 22 bd du Fort de Vaux, 75017 Paris, France

December 2014
Intellectual Contributions Total
1Pedagogical case
1Media hits related to area of teaching
Total 28
Education
Theme: "Le comportement de consommation professionnelle du dirigeant de très petite entreprise,
approche par la relation client et les déterminants individuels", Doctorate, in Economy, Operations
Management, Université Paris Dauphine, Paris, 2009
Doctorate:
, DEA, Strategy, Marketing, Université Paris Dauphine, Paris, 2001Graduate:
Instructional Activities and Development
Taught Courses outside ISC Paris since 2009
IAE Paris, module in Customer Relationship Management
M1 / French Master degree in Marketing, 2013
module in Blue Ocean Strategy Simulation / MGEFC
M1 / Grande Ecole CGE in Strategy, 2013
module in Multi-channel Marketing / MGEFC
M1 / Grande Ecole CGE in Marketing, 2013
Université Paris Dauphine, module in Customer Strategie / DEP
in Marketing, 2013
IAE Paris, module in Customer Relationship Management
M1 / French Master degree in Marketing, 2012
module in Blue Ocean Strategy Simulation / MGEFC
M1 / Grande Ecole CGE in Strategy, 2012
IAE Paris, module in Customer Relationship Management
M1 / French Master degree in Marketing, 2011
Université Paris Est Créteil, IUT, module in Market Research
M1 / Master spécialisé CGE in Marketing, 2009
Honors and Special Recognitions
Atlas-AFMI-CCMP 2014 Award for the best International Management case, honored by the jury of the French
International Management Association for the Mauboussin Japan case (reference Darden UVA-M-0853) co-
authors, Ronald Kamin, Beatrice Parguel, Gerry Yemen, on May 21st during the 4th Atlas-AFMI annual
conference.
AFM-CCMP 2012 Award for the best Marketing pedagogical case, honored by the jury of the French Marketing
Association (AFM) for the Mauboussin case (reference CCMP M1715) co-author, Béatrice Parguel, on May 30th
during the Development Council of CCMP.
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Thierry DELECOLLE - Professor, Marketing
ISC Paris School of Management, 22 bd du Fort de Vaux, 75017 Paris, France

December 2014
Service
Institutional
Scientific head of MBA e-Business, ISC Paris School of Management, since 2012
Scientific head of 3rd year specialization e Business programme, ISC Paris School of Management, since 2010
Scientific head of MBA Marketing and Information Technology, ISC Paris School of Management from 2010 to
2010
Scientific Activities
Research Axis
Very small businesses and business to business marketing
Strategic management, Relationship marketing and firm performance
E-commerce
Marketing practice (mostly pedagogical research)
Luxury
Intellectual Contributions
Refereed Journal Articles
DORNIER Raphaël, N. SELMI, T. DELECOLLE, Strategic Groups Structure, Positioning of the Firm ans
Performance: A Review of Literature, International Business Research, vol. 5, n° 2, February 2012, pp. 27-40.,
[AERES, CNRS].
DELECOLLE T., UNOWHY-QOOQ : l’innovation fait-elle recette ? , Revue des Cas en Gestion, n° 8, 2012, pp.
33-45..
TADDEI J.-C., T. DELECOLLE, The Role of Cooperatives and CSR: The Case of the French Agricultural Sector ,
International Business Research, vol. 5, n° 7, 2012, pp. 73-83..
DELECOLLE T., Very Small Enterprises as Professional Customers: a Qualitative Study, International Business
Research, vol. 4, n° 2, 2011, pp. 20-30..
DELECOLLE T., B. PARGUEL , L’adoption d’un marketing de masse dans le secteur du luxe, quand Mauboussin
affiche ses prix en 4 par 3 dans le métro , Décisions Marketing – Tribune Managers, n° 59, September 2010,
pp. 79-82..
Conference proceedings
PARGUEL B., T. DELECOLLE, P. VALETTE-FLORENCE, Effect of price display on brand luxury
perceptions, 17ème colloque international Etienne Thil, 2014, Paris, France.
CAZALS F., T. DELECOLLE, Segmentation du portefeuille "professionnels" : application au domaine
bancaire, NACRA, pp. 23, October 2014, Austin - TEXAS, United States of America.
DAMAY C., T. DELECOLLE, Le sport et les enfants : perceptions, pratiques et consommation, Sport
Management Conference - ISC Paris, June 2013, Paris.
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Thierry DELECOLLE - Professor, Marketing
ISC Paris School of Management, 22 bd du Fort de Vaux, 75017 Paris, France

December 2014
RADU-LEFEBVRE M., T. DELECOLLE, V. LEFEBVRE, Trust at first sight? The impact of
entrepreneurs’ pitch presentations on business angels’ investment decisions in France and
Germany,, Babson College Entrepreneurship Research Conference, 2013, Lyon.
RENIOU F., T. DELECOLLE, Z. MALAS , P. DESMET , When and Where to prompt for an online
promotional code to avoid cart abandonment , 15th Academy of Marketing Science World
Marketing Congress, July 2011, Reims.
DELECOLLE T., K. LAIGLE , M. MONESTEL , Apports de la théorie de la longue traîne à la
distribution de voyages sur Internet, 3ème Journée de Recherche et d’Echanges en Management
du Tourisme, 2011, Paris.
DELECOLLE T., Very small businesses as business customers: a qualitative study of their
relationships expectations and behaviours, Academy of Marketing Annual Conference, 2009,
Leeds.
DELECOLLE T., Dealing with very small businesses: a business-to-business challenge, 2nd
European Workshop on B2B Marketing, 2009.
Conference without proceedings
DORNIER Raphaël, T. DELECOLLE, N. SELMI, Agences événementielles et tourisme durable:
panorama et perspectives, Colloque Transformare II, ISC Paris, 2012, ISC Paris, France.
Case Studies
DELECOLLE T., R. KAMIN, B. PARGUEL, G. YEMEN, Mauboussin Japan: A French Gem in Asia,
Darden Business publishing, the University of Virginia, 2013.
Chapters in Scholarly Books
GOUDEAU S., T. DELECOLLE, R. DORNIER. Impact de la certification « Agir pour un Tourisme
Responsable » (ATR), . In : L’entreprise durable et le changement organisationnel, (Ed), Edition
EMS, 289-319, 2014.
DELECOLLE T., C. DIRIDOLLOU, H. TINDALE. Google, identifier les sources de valeur sur un
marché. In : 15 études de cas, T. Delécolle (Ed), Studyrama, 121-133, 2014.
DAMAY C., T. DELECOLLE. Aphrodisiaque, cerner un potentiel de marché à travers une étude
qualitative. In : 15 études de cas, T. Delécolle (Ed), Studyrama, 41-52, 2014.
DELECOLLE T.. Introduction. In : 15 études de cas, T. Delécolle (Ed), Studyrama, 13-17, 2014.
LAURET B., Y. LOUFRANI, N. ANIDO FREIRE, C. BANNEL-CHAPRON, B. BEQUAERT, C. DAMAY, K.
DELCHET-COCHET, T. DELECOLLE, C. DIRIDOLLOU, R. DORNIER, R. DUMOULIN, D. HELLER, L.
LOUSSAIEF, D. MORIEZ, G. REDON, C. ROUGEAU-MAUGER, H. TINDALE. 15 études de cas., Thierry
Delecolle (Ed), 15 Etudes de Cas, 55-66, 2014.
ATTAL V., Raphaël DORNIER, T. DELECOLLE, N. SELMI. L'appropriation du développement durable
par les agences événementielles et de tourisme d'affaires. In : Regards croisés sur la RSE,
DUPUICH F. (Ed), L'Harmattan, 223-251, 2012.
DELECOLLE T., P. VOLLE. Elaborer une stratégie client. In : Strategie Clients. Point de vue
d'experts sur le management de la relation client, Pierre VOLLE (Ed), Pearson, 11-35, 2012.
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Thierry DELECOLLE - Professor, Marketing
ISC Paris School of Management, 22 bd du Fort de Vaux, 75017 Paris, France

December 2014
Working papers
DELECOLLE T., Jeux d'argent en ligne et prévention des consommateurs: une approche
qualitative, CRISC , 2012.
DELECOLLE T., Attentes relationnelles du client Très Petites Entreprises : une étude qualitative,
CRISC Cahier de la Recherche, 2011.
Other Outlets
DELECOLLE T., R. KAMIN, B. PARGUEL, G. YEMEN, Mauboussin Japon : un joyau français en Asie,
Marseille, 2014.
DELECOLLE T., R. KAMIN, B. PARGUEL, G. YEMEN, The Global Marketing of an Age Old French Gem,
The Washington Post, 23 august, 2013 , Washington Post, 2013.
DELECOLLE T., R. KAMIN, B. PARGUEL, Mauboussin au Japon. Cas présenté dans le cadre du
meeting annuel NACRA, “Annual Meeting, North American Case Research Association”, Quincy,
Massachussets, 2012.
DELECOLLE Thierry, B. PARGUEL, Mauboussin 1 & 2 – 2003-2010 : réflexion stratégique et
redressement de l’entreprise, CCMP, Paris, 2011.
Relevant non Academic experiences
2009-2010:
EVEREST MARKETING GROUP – Marketing services agency - Nanterre - France
Position: Data & Marketing Information System Manager Marketing.
Mission:
• In coordination with the CEO, the information technology and the marketing direction: Strategic
repositioning of Everest Marketing Group as a gift solution providers (gift cards, gift vouchers, gift box…)
definition of the marketing information system of the firm;
• Definition of the client strategy multi-target (BtoC and BtoB), multi-product, multi-canal (web, call, face
to face…) and proposition of the structure and the tools to reach the objectives;
• Proposing the I.T. architecture of a datawarehouse in order to refine the strategy, and to improve the
sales management for the group through datamining tools for example;
• E-commerce, (www.best-cadeaux.com) proposition of the methodologies for data collection,
recommendation and implementation tools in order to animate and convert prospects into customers; defines
the relational rules;
• Ensuring the proper use of CRM by commercial users;
• In parallel, keeping the function of market research manager (client proposal, research and analysis,
client presentation, partners selection,…).
Main accounts: Best Cadeaux, BNP Paribas Lease Group, Credipar, Coiff’idis, L’Oréal Professionnel, Orexad,
Peugeot… October 2009 - September 2010
2007-2009:
EVEREST MARKETING GROUP – Marketing services agency - Nanterre - France
Position: Strategic Planner, Manager of the Laboratoire® Everest – applied relationship
marketing research unit, animated in partnership with Université Paris-Dauphine.
Mission:
• In coordination with senior consultants, definition of the creative concept and strategy of the agency to
answer clients request for proposals and during presentation;
• In relation with the CEO, participation of the strategic discussion relating to the development of the
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Thierry DELECOLLE - Professor, Marketing
ISC Paris School of Management, 22 bd du Fort de Vaux, 75017 Paris, France