Cynthia Assaf

Cynthia ASSAF is a Professor of Marketing in the Marketing & Retailing department on the Bordeaux campus, and is in charge of the Master Luxury Services Management.

She holds a PhD in Management Sciences from the University of Grenoble Alpes, France. Her research focuses on the study of consumer behavior and social communication. She is particularly interested in the concept of generativity, a concern towards the well-being of future generations. She uses qualitative and quantitative approaches as well as experimental methods for her work.

Her teaching subjects are mainly focused on marketing and Luxury: strategic marketing, operational marketing, marketing and innovation, Customer Relationship Management, Luxury industry and trends, Business model evolution.