Discipline department
Marketing
Teaching area
Marketing
Luxury marketing
Digital Transformation
Bio
Wided Batat is a Professor of Marketing. She joined EM Normandie in 2020. Wided has a PhD in management science awarded by the Université de Poitiers in 2008, and a research supervision accreditation (HDR) awarded by the Université de Pau in 2013 covering new ‘Generation Y’ consumption cultures in the Web 2.0 society. She is a qualified University Professor. Her research interests include experiential and transformative approaches to consumer behaviour, and marketing practices in the digital era. In her roles as a professor, researcher and bilingual author (French/English), she adopts a sociocultural approach to consumption practices, primarily through ethnographic studies. She has won a number of prizes for her main publications, which include research articles published in leading international scientific journals, and a number of books in both French and English.
Degrees
2013 : HDR, Université de Pau et des Pays de l'Adour, France
2008 : PhD en marketing, Université de Potiers, France

Professional experience

Since 2020 : professor in marketing, EM Normandie
2016-2020 : tenured full professor of marketing, Université Lumière-Lyon II
2017-2020 : vising professor of marketing, American University of Beirut, Lebanon
2009-2016 : associate professor of marketing, Université Lumière-Lyon II
2005-2009 : assistant professor of marketing, Université of Poitiers

Wided Batat
Wided
BATAT
+ 33 (0) 1 81 69 34 54
wbatat@em-normandie.fr
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Publications

Publications

Year of publication

Type

Batat, W 2013, 'An overview of research on new consumption cultures of ‘Generation Y’ in the Web 2.0 society: Towards an adaptation of managerial and marketing practices', Habilitation à Diriger des Recherches, Université de Pau et des Pays de l'Adour, Pau, France.

2013
PhD Dissertation / Accreditation to Supervise Management Research

Batat, W 2008, 'La construction des compétences de consommation par les jeunes consommateurs. Le cas des loisirs interactifs chez les 11-15 ans ', PhD in marketing, Université de Potiers, Potiers, France.

2008
PhD Dissertation / Accreditation to Supervise Management Research

Batat, W (forthcoming), 'What does phygital really mean? A conceptual introduction to the phygital customer experience (PH-CX) framework', Journal of Strategic Marketing. CNRS : 4 ; FNEGE : 4 ; ABS : 2.

2022
Academic articles

Batat, W 2022, 'The employee experience (EMX) framework for well-being: An agenda for the future ', Employee Relations, Vol. 44 No. 5, pp. 993-1013. CNRS : 4 ; FNEGE : 3 ; ABS : 2 ; HCERES : B.

2022
Academic articles

Batat, W 2022, 'Consumers’ perceptions of food ethics in luxury dining', Journal of Service Marketing, vol. 36, no. 5, pp. 754-766. CNRS 3 ; FNEGE : 3 ; ABS : 2 ; HCERES : B.

2022
Academic articles

Batat, W 2022, 'Luxury Service Brand Extensions and their Spillover Effects on Customers’ Evaluations ofLuxury Gastronomy Foodservice: The Case of Michelin-Starred Restaurants', Hospitality & Society, vol. 12, n 3, pp. 265-298. ABS 2.

2022
Academic articles

Batat, W & Hammedi, W (forthcoming), 'The extended reality technologies (ERT) framework for designing customer and service experiences in phygital settings', Journal of Service Management. FNEGE : 3 ; ABS : 2.

2022
Academic articles

Addis, M, Batat, W, Atakan, S.S., Austin, G.C., Manika, D, Peter, P.C. & Peterson, L 2022, 'Food Experience Design to Prevent Unintended Consequences and Improve Wellbeing', Journal of Service Research, vol. 25, issue 1, pp. 143-159. CNRS : 2 ; FNEGE : 1 ; ABS : 4 ; HCERES : A.

2022
Academic articles

Batat, W (forthcoming), 'Why is the traditional marketing mix dead? Towards the “experiential marketing mix” (7E), a strategic framework for business experience design in the phygital age', Journal of Strategic Marketing. FNEGE : 4 ; ABS : 2 ; HCERES : C.

2022
Academic articles

Batat, W (forthcoming), 'Transformative Luxury Research (TLR): An Agenda to Advance Luxury for Well-Being', Journal of Macromarketing. FNEGE : 3 ; HCERES : B ; ABS : 2.

2022
Academic articles