TEACHING STAFF version française Sylvie HERTRICH Associate Professor, Ph.D. Head of Master Marketing and Event Management Page 1 Field : Marketing TEACHING FIELDS Advanced Marketing - Strategic and Operational Marketing - The Marketing Plan - European Marketing - International Marketing - Luxury Marketing - Tourism Marketing - Automotive Marketing - International Management - Intercultural Management - Strategic Management - Entrepreneurship - Families in Business - Building New Ventures in Established Organizations - Launching New Products - Leadership and Strategy in the food industry RESEARCH TOPICS International marketing Luxury marketing Tourism marketing Automotive marketing Food and wine management TEACHING M2 Management - Entrepreneuriat en PME AP M2 Management- Entrepreneuriat en PME FI-FC M2 Management Marketing et Gestion d'evenements Strasbourg M2 Management Marketing Management et ecoute des marches FC et AP MAE - Management du Tourisme EXPERIENCES Academic articles / Management and economics / Section 37 "Bugatti, une marque de prestige" (with U. Mayrhofer), Décisions Marketing, Vol. 80, 2015 [CNRS cat.3 / HCERES / FNEGE rang 3] "Repositionner une marque sur le marché mondial du tourisme : Le cas Club Med. Tribunes de DM, Tribune Managers" (with U. Mayrhofer), Décisions Marketing, Vol. 64, décembre 2011 [CNRS cat.3 / HCERES / FNEGE rang 3] "Les défis à l'international d'un constructeur automobile haut de gamme : un entretien avec Patrice Franke, Directeur Général d'Audi France" (with U. Mayrhofer), Décisions Marketing, n° 43-44, décembre 2006 [CNRS cat.3 / HCERES / FNEGE rang 3] Academic articles (other journals) "Proposition d'une approche dynamique de la méthode des cas" (with U. Mayrhofer), La revue des cas en gestion, 2011 "Sponsoring sportif : valeurs sportives ou marchandisation ?" (with G. Tribou), Problèmes économiques, n° 2.943, 2008 "Audi AG : un succès signé « made in Germany »" (with U. Mayrhofer), Regards sur l'économie allemande, n° 80, 2007 Textbooks Cas en marketing , Editions Management & Société, Coll. Études de cas, 2008, 220 p., (with U. Mayrhofer) Chapters in textbooks "Audi and the Chinese Market: A Success Story", in : C. Prange, Market Entry in China, Springer, 2016, (with U. Mayrhofer) "Danone, a French multinational expanding into the global market ", in : P. J Buckley and P. Ghauri, International Business Strategy, Routledge , February 2015, 252-257, (with U. Mayrhofer, M. Kalika) "Le Club Med cible la clientèle des marchés émergents", in : Nathalie Prime et Jean-Claude Usunier, Marketing international, Pearson , 2015, (with U. Mayrhofer) Page 2 "Whatever/Whenever®, un service proposé par l'hôtel W Paris - Opéra", in : D. Lapert, Marketing des services, Pearson Education, juillet 2014, pp.601-606, (with U. Mayrhofer) "Club Med, le rôle clé joué par le personnel de contact", in : D. Lapert, Marketing des services, Pearson Education, juillet 2014, 594-600, (with U. Mayrhofer) "Strategy Formulation at Audi", in : P. Ghauri and P. Cateora, International Marketing , McGraw-Hill, February 2014, pp. 448-451, (with U. Mayrhofer) "Le Club Méditerranée à la conquête du marché chinois", in : Nathalie Prime, Jean Claude Usunier, Marketing international, Pearson Education, avril 2012, (with U. Mayrhofer) "Audi A1 : La communication via Internet », (with U. Mayrhofer)", in : , Systèmes d'information et management des organisations. Cas et applications, Vuibert, 2011, (with R. Reix, B. Fallery, M. Kalika, F. Rowe) "The Marketing Policy of Adidas for the European Market", in : P. Ghauri and Ph. Cateora, International Marketing, McGraw Hill Higher Education, , 2010, pp. 561-565, (with U. Mayrhofer) "Réussir une stratégie d'internationalisation", in : M. Kalika, J-P. Helfer and J. Orsoni, Management, cas et applications, Vuibert, 2010, pp. 235-237, (with U. Mayrhofer) "Analyse et stratégie marketing : Cas « Futuroscope", in : Hertrich et Mayrhofer, Cas en marketing, Editions Management & Société, Coll. Études de cas, 2008, PP.11-23, (with U. Mayrhofer) "Key Success Factors of Theme Parks: the Experience of Walt Disney Company, ", in : P. Ghauri and Ph. Cateora, International Marketing, McGraw Hill Education, , 2006, 626-629, (with U. Mayrhofer) "Strategic Alliances in the Global Airline Industry: From Bilateral Agreements to Integrated Networks", in : P. Ghauri and Ph. Cateora, International Marketing, McGraw Hill Education, , 2006, 660, (with U. Mayrhofer) Papers presented at academic association conferences "Heimburger : une PME face aux grands groupes de l'agro-alimentaire", 4ème conférence annuelle d'ATLAS/AFMI (Association Francophone de Management International). CFVG, Hanoi, Vietnam, 11 au 14 mai 2015 , 2015 (with U. Mayrhofer) "Windsor Palace, un boutique hôtel dans un pays émergent", 4ème conférence annuelle d'ATLAS/AFMI (Association Francophone de Management International). CFVG, Hanoi, Vietnam, 11 au 14 mai 2015 , 2015 (with U.Mayrhofer) ""Feyel-Artzner, le succès d'une PME dans l'agro-alimentaire"", 4ème Conférence annuelle. Thèmes : Economies Emergentes/Economies Matures, Enjeux pour le Management International, mai 2014 (with U. Mayrhofer) "Danone, les mouvements stratégiques d'une multinationale française, ", 3ème conférence annuelle d'Atlas/AFMI, HEC Montréal, juillet 2013 (with M. Kalika, U. Mayrhofer) "Comment un produit "hyperréel" regagne-t-il un statut d'authenticité" ? Le cas du Marché de Noël de Strasbourg", 15èmes Journées de Recherche en Marketing de Bourgogne, Dijon, novembre 2010 (with O. Badot, C. Roederer) Other conferences/Other presentations "La place de l'évènement dans le plan marketing", Conférence sur invitation du symposium de l'événement corporatif, Centre des Sciences de Montréal, Canada, mars 2014, "Bringing the Bike Home: Hosting One Day of the 92nd Tour de France as a Marketing Tool to Position a New Exhibition Center", International Convention & Expo Summit,, Hong Kong Polytechnic University, Hong Kong, février 2006, (with G. Schwandner, M. Wacker and G. Neumann) "Audi, aiming to become the world's leading premium car brand", NACRA conference (North American Case Research Association), October 17-19, 2013, Victoria, BC, Canada , October 2013, (with U. Mayrhofer) "Accor accélère son développement en Asie-Pacifique", NACRA conference (North American Case Research Association), October 17-19, 2013, Victoria, BC, Canada, October 2013, Written cases with instructional materials La Poste cible les seniors, 2016 Danone: Un leader mondial de l'industrie agro-alimentaire, CCMP G1711, 2016 (with U. Mayrhofer, M. Kalika) Danone: A world leader in the food-processing industry, CCMP G1711(GB), 2016 (with U. Mayrhofer, M. Kalika) La Poste : conquérir l'avenir, CCMP M1909, novembre 2015 adidas, the running shoes market, CCMP M184(GB), June 2015 (with U. Mayrhofer) adidas, le marché des chaussures de running,, CCMP M1884, juin 2015 (with U. Mayrhofer) Audi à la conquête du marché mondial, 2015 (with U. Mayrhofer) Audi is conquering the global market , 2015 McCafé, une marque signée McDonald's, février 2014 (with U. Mayrhofer) McCafé : a McDonald's Brand, février 2014 (with U. Mayrhofer) Page 3 Feyel, une marque de foie gras, novembre 2013 (with U. Mayrhofer) Feyel, brand of foie gras, November 2013 (with U. Mayrhofer) Feyel-Artzner, le succès d'une PME dans l'agro-alimentaire, novembre 2013 (with U. Mayrhofer) Feyel-Artzner, a successful SME in the agri-food sector, November 2013 (with U. Mayrhofer) Le plan marketing, CCMP M1264 (GB), août 2013 (with U. Mayrhofer) W Paris Opéra : Un nouveau hôtel de luxe du groupe Starwood , CCMP M1786, décembre 2012 (with U. Mayrhofer) W Paris Opéra: A new luxury hotel from the Starwood group , December 2012 (with U. Mayrhofer) Heimburger: an SME competing against large groups in the agri-food industry, CCMP G1740 (GB), June 2012 (with U. Mayrhofer) Audi A1 : Le marketing d'une citadine premium, ECCH M1749, février 2012 (with M. Mayrhofer) Audi A1: Marketing a premium city car, CCMP M1749, February 2012 (with U. Mayrhofer) Heimburger : une PME face aux grands groupes de l'agro-alimentaire, janvier 2012 (with U. Mayrhofer) Adidas: Women are the future of sport, CCMP M1510(GB), September 2011 (with U. Mayrhofer, E. Ormiston) Danone : Un leader mondial de l'industrie agro-alimentaire, CCMP G1711, June 2011 (with U. Mayrhofer, M. Kalika) Danone: A world leader in the food-processing industry, CCMP G1711(GB), June 2011 (with U. Mayrhofer, M. Kalika) Lustucru : le marche de la Lunch Box, mai 2011 (with U. Mayrhofer, C. Melin) Lustucru: The Lunch Box Market, May 2011 (with U. Mayrhofer, C. Melin) PSA Peugeot Citroën - one too many choices for entering India, ECCH 09/2010, September 2010 (with A.K. Jain) Club Med : « Tous les bonheurs du monde », CCMP M1670, 2010 (with U. Mayrhofer) Club Med : Where happiness means the world, CCMP M1670(GB), 2010 (with U. Mayrhofer) Peugeot : Le launch of the 308CC Model, CCMP M1636(GB), 2010 (with U. Mayrhofer) Audi : la conquête des marchés internationaux, CCMP G1684, 2010 (with U. Mayrhofer) Audi : Conquering international markets, CCMP G1684(GB), 2010 (with U. Mayrhofer) Parc Astérix : Marketing the Gauls !, CCMP M1329(GB), 2010 (with U. Mayrhofer, E. Ormiston) Hilton : The 4-star Hotel Market, CCMP 1411(GB), 2009 (with U. Mayrhofer, R. Davidson) Peugeot : Le lancement du modèle 308 CC, CCMP M1636, 2009 (with U. Mayrhofer) Adidas : la femme est l'avenir du sport, CCMP M1510, 2007 (with U. Mayrhofer) Windsor Palace : le développement d'un nouveau concept marketing dans un pays émergent , CCMP M1806, octobre 2013 (with U. Mayrhofer) Windsor Palace: Developing a new marketing concept in an emerging market , CCMP M1806 GB, October 2012 (with U. Mayrhofer, E. Ormiston) Doctoral theses/HDR completed Contribution à la communication évènementielle : une analyse sémio-contextuelle du Mondial de l'automobile, Thèse de doctorat ès sciences de gestion, Université Panthéon- Assas, Paris II, 2008, 387 p. (Directeur de thèse : Patrick Hetzel) , Université Panthéon-Assas, Paris II, septembre 2008 Page 4