Prime Nathalie

Biography

Nathalie Prime is a Professor of International marketing and cross-cultural management at ESCP Europe, Paris Campus. She holds a Doctorate in Business Administration (International Marketing major) from the University of Grenoble as well the French qualification for Ph.D. supervision. She is currently the Chair of the European Department of Marketing at ESCP Europe across 5 country campuses (Berlin, London, Madrid, Paris, Torino).

Her teaching and research is focused on four main areas: managing and working across cultures, international business negotiation, international marketing and, finally, international management. Her industry work notably concerns the automotive and the retailing and distribution sectors. Her geographical and cultural areas of interests are Europe and fast growing economies, especially in South Asia, Africa and the Middle-East.

Her current research projects deal with franco-german BtoB negotiations, the modernization of retailing in emerging markets, marketing in emerging markets and the customers'/managers' acculturation processes in a globalizing world. Her publications include journal articles and international academic communications.

A book in collaboration with Jean-Claude Usunier (Professor at HEC Lausanne), Marketing International, Développement des Marchés et Management Multiculturel (2nd edition, Editions Vuibert, Paris), was awarded the Prize of the Académie des sciences commerciales in 2004. She will publish in collaboration with Jean-Claude Usunier the second edition ofthe book Marketing international, marchés, cultures, organisations (Editions Pearson Village Mondial, 2015).

Nathalie Prime was born in Gabon. She has taught in India, Vietnam, Algeria, Morocco, South Africa, Senegal, Togo, Ivory Coast, Madagascar, Lebanon, Bahrain, Abu Dhabi, Italy, Spain, Germany, France, Switzerland, Slovenia and Russia. She has led several international programs at ESCP Europe and abroad, including the Joint Management Development Program in South Africa and the Specialized Master in International Project Management at ESCP Europe. She is currently the Academic director of the Specialization Option in International Business Development in the Master in Management programme (ESCP Europe), and of the Master in Marketing Services and Sales (MMSS) in Vietnam at CFVG (Centre Franco-Vietnamien d’enseignement de la Gestion) in partnership with the university of Paris 1 - Sorbonne.

Research Interest

Topics

• International Business Environment
  
• Marketing
  
• Human Dimension of Management
  

Industries

• Automotive Industry
  
• Emerging countries
  
• Retailing
  

Geographical area

• Africa
  
• Asia
  
• Europe
  
• Middle East
  
• India