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Faculty member

LAPOULE
Paul LAPOULE
French Qualification For PhD Supervisor, Marketing, Marketing

Associate Professor
Marketing
Campus : Paris

Biography

 

 

   
 

 
 

 

 

LAPOULE Paul

 

Professor

 

Married, 3 children.

 

 Email: plapoule@escpeurope.eu

 

 

 

 

 
 

 

 
 

2003: Top Writer by the French Case Central  (CCMP)

 

2007: AREA price of the best French thesis

 

2010: Best SE Management case (FNEGE)

 

2012: “Highly recommended paper” of the first Colloquium on European Retail Research

 

2015: Plaque of Honour “in appreciation of my unstinted support, contribution of scholarship, sharing experience of learning and vibrant participation at International Conference on Management Cases, 2011, 2012, 2013, 2014 and 2015”

 
 

Education

 
   
  • 2017 - H.D.R. (French Qualification for PHD Supervisor), University of Lyon 3
  • 2007 - PHD in Management, C.N.A.M. Paris, managed by Doctor Alain Bloch
  • 2003 - D.E.A.: master degree in Management, C.N.A.M. Paris, managed by Doctor Alain Bloch
  • 1993 - Certificat de fin d'études INM: graduate degree in Marketing Strategy, Institut Français de Gestion
  • 1993 - undergraduate degree in  Macro-Economics, C.N.A.M. Paris - cycle B
  • 1992 -  undergraduate degree in Finance and Accounting, C.N.A.M. Paris - cycle A
  • 1988 - Intermediate Certificate of the Chamber of Commerce and Industry of London
    (spoken English for Industry and Commerce)
  • 1979 – National Certificate for Vacation Centre Directors
  • 1975 - undergraduate degree in Sales technics, Technological Institute of Paris Sceaux
 
 

Fields of expertise

 
   
  • Marketing, Strategic Marketing, International Marketing, Retail Marketing, Retailing, Merchandising, Sales Forces Management, Negotiation, Case studies method teaching
  • Case studies conception 
  • Consulting in Strategy and Pricing Consulting, Marketing and Sales Strategy, Supply Management, Business Plan, E.C.R., Marketing and Export Analysis
  • Consulting in education
 
 

Professional experiences and other activities

 
   
  • Adjunct Professor at University of Marne la Vallée, Evry, Toulouse, Grenoble, University of Wine,   C.N.A.M Paris, Mines-Telecom Institute, at the University of Aachen and of Furtwangen (Germany), INCAE (Costa Rica), etc.
  • Chairman of the Steering Committee of the 18th Etienne Thil’s Conference and of its exhibition “Stories of department stores. Vertigo of abundance” for Novancia
  • Member and Reporter for the AREA (Association for Research in Economics Food) jury to award the best thesis
  • Rewiever for the International Journal of Retail and Distribution Management, Management International Journal (HEC Montréal), the Society for Marketing Advances (USA), for the Marketing Trends Conferences (Paris), for the Etienne Thil, the Atlas-Afmi Conferences, for “La Revue française du Marketing” and for “La Revue international de cas en gestion
  • Coordinator of Students internships and apprenticeships
  • Consultant : ASDA, Cadbury-Schweppes, l'Oréal, Ballantine's, Danone, Lu, Blédina, Evian – Volvic, La Compagnie des Jus de Marmande, McDonald France, Société Générale, la Fédération Française des Métiers de l’Exposition et des évènements, Walmart Central America, etc.
  • Organizator and leader of French special weeklong events in Germany, Ireland and in the USA (New York, Wisconsin), Irish and European events in France 
  • Product demonstrator and sales representative (Société Compto services)
  • Manager of foreign language centres and vacation camps for companies and municipalities (Banque de France, Chamber of Commerce and Industry, Mairie de Paris...)
 
 

Peer Reviewed Journals Publications

 
 

 

   
  • Lapoule P. and Rowell J. (2016), Using social Media to Support Trade Shows: Developing the capabilities, South Asian Journal of Business and Management Cases, Vol. 5, n° 1: 1-11
  • Lapoule P. and Colla E. (2016), The multi-channel impact on the sales forces management, International Journal of Retail and Distribution Management, 44(3): 248-265
  • Lamy E. & Lapoule P. (2015), “La méthode des cas, instrument du rapprochement entre éducation et recherche en management”, Management & Avenir, n° 79, pp. 15-31
  • Colla E. & Lapoule P. (2015), “Le drive: vecteur de cannibalisation ou de complémentarité ? Le cas de la grande distribution alimentaire”, Revue Française du Marketing, n° 252 2/4, pp. 55-70
  • Colla E. & Lapoule P. (2014), “L’impact du multi-canal sur le rôle et le management des forces de vente. Le cas du secteur de la beauté professionnelle”, Management & Avenir n° 72
  • Jin Z., Lynch R., Attia S., Chansarkar B., Gu ? lsoy T., Lapoule P., Liu X., Newburry W, Nooraini M. S., Parente R., Purani K. & Ungerrer M. (2014), The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: The moderating role of country development status, International Business Review, dx.doi.org/10.1016/j.ibusrev.2014.08.010
  • Lapoule P. (2014), The French Grocery Retail Company Intermarché develops the ‘click and drive’ model in South Asian Journal of Business and Management Cases, Sage, vol. 3, n° 1: 65-76
  • Colla E. & Lapoule P. (2012), E-commerce: exploring the critical success factors, International Journal of Retail and Distribution Management, Vol. 40, N° 11 
  • Lapoule P. (2010), Carrefour and its competitors in India, Management Decision, volume 48, issue 3, p. 396-402
  • Colla E. & Lapoule P. (2010), « Facteurs clés du succès des cybermarchés: les enseignements du cas Tesco.com » in Décisions Marketing, n° 61
  • Colla E; & Lapoule P. (2008), Bellow Cost Selling in France: Impact on Pricing Decisions, International Journal of Retail and Distribution Management n° 10, p. 746-758
 

 

 

Book

   
  • Lapoule P. (2010), « Le succès des marques terroir des distributeurs: un modèle par les compétences », Editions Universitaires Européennes
 

Chapters

 

 

   
  • Lapoule P. et Rowell J. (2015), « Moving from a B2B Trade Show Communication Strategy to an Omni-channel Approach: The Case of Plastic Omnium Environnement», in Managing Complex Organization Change, Tojo Thatchenkery, G.D. Sardana Editors, Bloomsbury India
  • Lapoule P. and Mellet E. (2014), « The contribution of Indirect Sales Forces to Business Development: the Matrix Sales University Case », in New Paradigms for Organizational Excellence, Academic Reference Series, Tojo Thatchenkery, G.D. Sardana Editors, Bloomsbury India
  • Lapoule P. (2013), « The expansion of Drive-Through Outlets in the French Retail Grocery Sector: The Case of Intermarché », in Strategic Initiatives for Competitive Advantage in the Knowledge Society, Academic Reference Series, Tojo Thatchenkery, G.D. Sardana Editors, Bloomsbury India
  • Lamy E. & Lapoule P. (2012), “Case Studies and Research in Management Science”, in “Reframing Human Capital For Organizational Excellence”, Tojo Thatchenkery, G.D. Sardana, Academic References Series, Bloomsbury, London, New Dehli, New York, Sydney, November
  • Lapoule P (2011), « Fleurs De Prestige Paris: from a Website to a Multichannel Approach », in the Handbook on Management Cases, Tojo Thatchenkery, G.D. Sardana, McMillan Advanced Research Series, november
  • Lapoule P. (2009), Carrefour and its competitors in India, in the Handbook on Management Case, Tojo Thatchenkery, G.D. Sardana, McMillan Advanced Research Series, November
  • Lapoule P. (2008), Rhône Tricastin, in the Handbook on Management Cases, Institute of Management Technology, Ghaziabad, India
 

Peer Reviewed Proceedings

   
  • Lapoule P. and Colla E. (2016), ”Grand Magasin de centre ville et tourisme: le cas du BHV Marais”, 19th Etienne Thil Conference on International Retailing’ Proceedings, October, Paris
  • Colla E. and Lapoule P. (2014), The impact of the digital approach on the sales forces management, Colloquium on European Research in Retailing 2014’s Proceedings, September, Bremen, Germany
  • Colla E. and Lapoule P. (2013), « L’impact du multi-canal sur le rôle et le management des forces de vente: le cas du secteur de la beauté professionnelle »: 5th ISTEC Conference « Multicanal et cross-canal »’s Proceedings, December, Paris
  • Colla E. and Lapoule P. (2013), « Le drive: vecteur de cannibalisation ou de complémentarité ? Le cas de la grande distribution alimentaire française », 16th Etienne Thil Conference on International Retailing’ Proceedings, October, Paris
  • Colla E. and Lapoule P. (2013), “Key success factors and competitive advantages of grocery click and drive French operators”, 17th Conference of the European Association for Education and Research in Commercial Distribution’s Proceedings, Valencia, Spain, July
  • Colla E. and Lapoule P. (2012), « Exploring the critical success factors of the click and drive model in French grocery retailing, Colloquium on European Retail Research, ‘highly commended paper’award: publication in the Proceedings, Paris, May
  • Colla E. and Lapoule P. (2009), “Les facteurs clés du succès des supermarchés en ligne : analyse comparée des cas Tesco.com et Intermarché.com”, 25th’ Association Française du Marketing Congress’s Proceedings, London, May.
  • Lapoule P. and Menvielle W. (2008), « Le terroir, voie de différenciation et source de valeur ajoutée: a French Canadian comparison », Rendez-vous Champlain’s Proceedings, Québec, juin 2008.
  • Lapoule P. (2008), « Le terroir, voie de différenciation et source de valeur ajoutée », 4ème Journée de l’Association française du marketing/Marketing agroalimentaire’s Proceedings – IAE Université Montpellier II
  • Lapoule P. (2007), «The impact of regulation on Pricing Decisions in the EU: the French Case », Annual Society for Marketing Advances Conference’s Proceedings, San Antonio, Texas, USA
  • Lapoule P. (2007), « The regional European retailer brands’ management », 16th International AIMS Conference, s Proceedings, UQAM, Montreal, Canada
  • Lapoule P. (2005), ‘Groupe Danone (Dannon Cy): Building brand leadership in diverse product categories”, 2005 Summer Case Writers’ Workshop’s Proceedings, Idaho State University July 14-16
  • Lapoule P. (2005), ‘What competencies are needed for the success of premium own brands’ Journée de l’Association française du marketing/Marketing agroalimentaires’ ProceedingsIAE Université Montpellier II
  • Lapoule P. (2004), Premium Own brands (retailer brands) and competencies, Journée de l’Association française du marketing/IRG The brands’s Proceedings
 

Case Studies Publication

 

Author of Case studies for C.P.A. (Paris Chamber of Commerce and Industry), for the European Federation of Schools, and for different companies.

 

By the French Centrale des Cas et de Medias Pédagogiques (C.C.M.P.):

   
  • Lapoule P., Colla E. & Badot O. (2017), “Waze. D’un GPS collaboratif au m-commerce systémique”. Reference M1971
  • Lapoule Paul (2017), « Reflets de France. Authenticité et modernité. » Reference M1956
  • Lapoule Paul (2016), “Loïc Raison, Ecusson, Kérisac : le leader français du cidre innove et se diversifie”, reference M1931
  • Lapoule Paul (2016), « LE BHV MARAIS. L’incarnation du style de vie français », Paris, reference M1914
  • Lapoule P. (2015), « Plastic Omnium Environnement strategy: From the ‘professional trade show’ to the omni-channel », reference M1872 (GB)
  • Lapoule P. (2014), « Eclor: conception et protection de marques à l’international », reference G1845
  • Lapoule P. (2014), “Bienvenue chez Cora: stratégie, merchandising et négociation avec des fournisseurs”, reference M1847
  • Lapoule P. and Fremiot E. (2014), « Widoobiz: les entrepreneurs ont leur web radio », reference G1833
  • Lapoule P. (2013), “Intermarché: the expansion of drive-through outlets in the French retail grocery sector”, reference G1801GB
  • Lapoule P. (2013), « Leclerc: the right wine in the right place», référence M1818GB
  • Lapoule P. (2013), Matrix Sales University at the L’Oréal Group’s Professional Products Division: the contribution of indirect sales forces to business development », reference M1785 (GB)
  • Lapoule P. (2013), Matrix Sales University de la Division Produits Professionnels du Groupe L’Oréal : la contribution des forces de vente indirectes au business développement, référence M1785
  • Lapoule P. (2013), Matrix Sales University de la División de Productos Profesionales del Grupo L’Oréal : la contribución de las fuerzas de venta indirectas al desarrollo de negocio, référence M1785 (ES)
  • Lapoule P. (2012), Carrefour in India, reference G1759 (GB)
  • Lapoule P. (2012), Un intrapreneur associe les univers du bricolage et de la décoration (entrepreneurship), reference M1772
  • Lapoule P. (2012), Leclerc: négocier pour rester le moins cher, reference M1762
  • Lapoule P. (2012), Intermarché accélère le développement du drive.
  • Lapoule P. (2011), Ca relie à Paris, quels choix stratégiques recommander à l’entreprise pour accélérer son développement? (Craft and Trade), reference CCMP G 1721
  • Auplat C. & Lapoule P. (2011), « L’Oréal: science, innovation and… sustainable development », reference CCMP G 1708 (GB)
  • Lapoule P. (2011), Fleurs-de-Prestige-Paris (Entrepreneurship, Retailing –click and brick, English and French versions), references M1716 (GB) et M1716
  • Lapoule P. & Rowell J. (2011), ‘Premium Brands-Premium Products : ASDA Extra Special Stilton cheese’, reference M 1702 (GB)
  • Lapoule P. (2010), Coton biologique et commerce équitable, la création d’un site de commercialisation de prêt-à-porter éthique, reference G 1678
  • Lapoule P. (2010), La démarche marketing des Cidreries du Calvados La Fermière, référence CCMP M 1657
  • Lapoule P. (2010), Mauricia, la création d’une entreprise d’importation de spiritueux (Entrepreneurship), reference M 1671
  • Lapoule P. (2009), COMPARE AGENCY, the launching of a non-media communication agency, (entrepreneurship), reference G 1621 (GB)
  • Lapoule P. (2009), Carrefour et ses concurrents priorisent le marché indien, reference G 1621
  • Lapoule P. (2009), Carrefour en Chine, reference G 1639
  • Lapoule P. & Colla E. (2008), Tesco.com. Les capacités stratégiques d’un leader du cybermarché, référence M1611
  • Lapoule P. (2008), La Compagnie des jus de fruits : emballage et environnement, référence M1582
  • Lapoule P. (2008), Intermarché.com
  • Lapoule P. (2008), Groupe Danone (Dannon Cy): building the business of the future
  • Lapoule P. (2007), Danone : apporter la santé par l’alimentation au plus grand nombre, reference G1565
  • Lapoule P. (2007), Terroir et exotisme sur internet (entrepreneurship), reference G1537
  • Lapoule P. (2007), ICONE, La création d’une entreprise de boissons à base de vin désalcoolisé (a new non-alcoholic wine business; entrepreneurship), reference G1519
  • Lapoule P. (2007), Stratégie de développement à l’horizon de 2010 de la Compagnie des Jus de Marmande, reference M1521
  • Lapoule P. (2006), On or Off Line: le dilemne de Jean Louis, reference M1507
  • Lapoule P. (2006), e-SOLEX: the launching of the electric SOLEX », reference M1456 (GB)  
  • Lapoule P. (2006), Michel Polnareff. Un nouveau marketing musical, reference M1441
  • Lapoule P. (2005), Claude François: l’effet nostalgie  (Marketing strategy)
  • Lapoule P. (2004), La grande consommation: un nouveau défi pour NEGOSUP
  • Lapoule P. (2004), Dannon aims for global leadership in its three strategic activities
  • Lapoule P. (2004), Welcome to ASDA Extra Special: the case of Stilton (Retail brand and competencies)
  • Lapoule P. (2003), Cidreries du Calvados
  • Lapoule P. (2003), Cora étend sa marque propre "L’Ame du Terroir" (Necessary competencies for the launching of a retailer's own brand)
  • Lapoule P. (2003), Carrefour développe sa MDD "Reflets de France" (Necessary competences for the launching of one of Carrefour's own brand), reference M1287
  • Lapoule P. (2003),  "Taillefine" (Marketing and Innovation, brand stretching), reference M1373
  • Lapoule P. (2003), Le cidre. On devrait toujours en avoir au frais (Brand conception and protection in France and abroad)
  • Lapoule P. (2002), Crackez pour LU (Category Management), reference DAN03
  • Lapoule P. (2002), Hyper ou cyber marché? (Retail Marketing)
  • Lapoule P. (2002), Evian et le Carrousel du Louvre (Marketing and Negotiation), référence DAN02
  • Lapoule P. (2001), Danone vise la première place mondiale dans ses trois métiers stratégiques
  • Lapoule P. (2000), Danone produits laitiers, à vous d’inventer la suite…
  • Lapoule P. (2000), Start again! les nouvelles technologies au service de la tradition (Business Plan)
  • Lapoule P. (1999), Leclerc: the Right Place for the Right Wine, English and French version updated in 2002
  • Lapoule P. (1999), Playskool Multimédia for Hasbro Interactive (Marketing international)
  • Lapoule P. (1998), Le cidre revient en grâce for the IRPI (Institute of Research in Intellectual Property)
  • Lapoule P. (1997), Bienvenue chez Districo (Spirits and Supermarkets) with Ballantine’s, Pernod, Auchan, Carrefour and Cora
  • Lapoule P. (1996), Distri 2000  (Educational support for l'Oréal's commercial staff)
  • Lapoule P. (1995), Interbrew et le commerce parallèle
  • Lapoule P. (1994), Schweppes Europe
 

By the European Case Clearing House (E.C.C.H., UK):

   
  • Lapoule P. & Rowell J. (2010), COMPARE AGENCY. A student project becomes business reality, reference 810 026 1
  • Lapoule P. (2008) & Hoover R. (2008), e-SOLEX. Le Solex électrique. Everything old is new again
  • Lapoule P. (2002), Leclerc: the Right Place for the Right Wine
  • Lapoule P (1994), Schweppes Europe
 

Other Case study publication

   
  • Lapoule P. (2005), Groupe Danone (Dannon Cy): Building brand leadership in divers product categories, Journal of Case Studies, USA
 

Other Publications

   
  • 2006: Publication of a research report “Fundamentals of Marketing” by the French Centrale des Cas et de Medias Pédagogiques (C.C.M.P.):
  • 2005: Publication of a research report “Retailing policy” by the French Centrale des Cas et de Medias Pédagogiques (C.C.M.P.)
  • 1996: author of a research report on the Financial impact of the E.C.R. program between Schweppes and Promodes (Carrefour)