Lionel Sitz

Lionel Sitz is associate professor within the Markets & Innovation department. He holds a PhD in marketing and a Habilitation à Diriger des Recherches (HDR). Interested in consumption phenomena, he teaches to different audiences; ESC, MBA, etc. His teaching revolves around branding, consumer behavior and the sociology and anthropology of consumption. His research interests concern, among other things, brands and their status in our culture, lifestyles in a connected society, consumers' passions and the relationships between ethnicity and consumption. He is particularly interested in consumer social movements, the construction of collective consumer identity, sociology, anthropology, visual and qualitative methods.

EDUCATION

• Habilitation à Diriger des Recherches (HDR) - University Paris Est
• Doctorate in Marketing – Paris XII University, France
• DEA Sciences de Gestion with honors
• Institut d’Etudes Politiques de Strasbourg, Economics and Finance

AWARDS

Bourse de recherche de la Chaire Auchan

EXPERIENCE

• Since 2010 Associate professor - EMLYON Business School, Ecully, France
• 2007 - 2010 Assistant professor - EMLYON Business School, Ecully, France
• 2003 - 2007 Teaching and research assistant - Paris XII University, France
• Since 2003 Various consulting missions

SCIENTIFIC COMMITTEES

Ad hoc reviewer, European Journal of Marketing

Ad hoc reviewer, Industrial Marketing Management

Ad hoc reviewer, Marketing Theory

Ad hoc reviewer, Consumption, Market & Culture

Ad hoc reviewer, Recherche et Application en Marketing

Ad hoc reviewer, Décisions Marketing

Ad hoc reviewer, Association for Consumer Research

Ad hoc reviewer, Association Française de Marketing

ASSOCIATIONS

Association for Consumer Research

Association Française du Marketing

European Association for Consumer Research

Consumer Culture Theory

COURSES TAUGHT

• Graduate Programme - Comportement du consommateur
• Graduate Programme - Branding
• Graduate Programme - Sociologie des marchés et de la consommation
• Graduate Programme - Culture et marketing du vin
• IDEA program - Anthropologie de la consommation
• MBA - Branding
• AMP - Marque et stratégie de marque

RESEARCH INTEREST

• Brand communities
• Lifestyles in a connected society
• Consumer experience
• Videography
• Visual anthropology
• Market construction and consumer categorization
• Regionalism and ethnic affiliation
• Consumer social movements

PUBLICATIONS

ACADEMIC ARTICLES (10)

‑ Dion, Delphine, REMY, Eric, , Sitz, Lionel. 2016. L' enracinement dans les cultures régionales pour créer des marques fortes.Annales Méditerranéennes d'Economie, 3: 79-94 P.

‑ Dion, Delphine, Sitz, Lionel. 2013. Enrichir la compréhension des comportements de consommation: pistes opérationnelles et enjeux organisationnels.Décisions Marketing, 71: 45-58 P.

‑ Sitz, Lionel, Dion, Delphine, , REMY, Eric. 2012. Légitimité et authenticité des affiliations ethniques: le cas du régionalisme.Recherche et Application en Marketing, 27 (1): 59-77 P.

‑ RENARD, Nicolas, Sitz, Lionel. 2011. Maximising sponsorship opportunities: a brand model approach.Journal of Product and Brand Management, 20 (2): 121-129 P.

‑ Sitz, Lionel, Dion, Delphine, , REMY, Eric. 2011. Embodied ethnicity: the ethnic affiliation grounded in the body.Consumption Markets and Culture, 14 (3): 311-331 P.

‑ Dion, Delphine, REMY, Eric, , Sitz, Lionel. 2010. Le sentiment régional comme levier d'action marketing.Décisions Marketing, (58): 15-26 P.

‑ Sitz, Lionel. 2009. Mundane resistance as a set of sensemaking/giving processes.Finanza Marketing e Produzione, 27 (4): 63-78 P.

‑ Sitz, Lionel. 2008. Beyond semiotics and hermeneutics: Discourse analysis as a way to interpret consumers' discourses and experiences.Qualitative market research, 11 (2): 177-191 P.

‑ Sitz, Lionel. 2008. Les mondes de marque : L'exemple Apple.Décisions Marketing, (52): 19-30

‑ Amine, Abdelmajid, Sitz, Lionel. 2007. Emergence et structuration des communautés de marque en ligne.Décisions Marketing, 46: 63-73 P.

BOOK CHAPTERS (7)

‑ Auriacombe, Brigitte, Sitz, Lionel, , GUERS, Rémi. 2015. Stratégie de marque dans les services de transport., Le cas des services : Recueil de cas en management et marketing des services. : EMS

‑ ROUX, Dominique, Sitz, Lionel. 2015. Michel Foucault : le souci du pouvoir., Regards croisés sur la consommation. Tome 2 : Des structures au retour de l’acteur. : Cormelles-le-Royal : EMS

‑ Sitz, Lionel, Marion, Gilles. 2015. Baudrillard : des objets à la réalité intégrale., Regards croisés sur la consommation. Tome 2 : Des structures au retour de l’acteur. : Cormelles-le-Royal : EMS

‑ Sitz, Lionel, Dion, Delphine, , REMY, Eric. 2013. Embodied Ethnicity: the ethnic affiliation grounded in the body., International Perspectives of Marketing Theory. : Sage

‑ REMY, Eric, Sitz, Lionel, , Dion, Delphine. 2012. L' identité régionale en France., L'ethnicité, fabrique marketing ?. : EMS, 211-230 P.

‑ Dion, Delphine, Sitz, Lionel. 2012. Regional affiliations: Building a marketing strategy on regional ethnicity., Marketing Management: A Cultural Perspective. : Routledge, 60-77 P.

‑ Sitz, Lionel. 2009. Lier les résistances: au-delà de la dichotomie entre l’individuel et le collectif., Marketing et résistance(s) des consommateurs. : Economica, 89-106 P.