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Faculty member

Nathalie PRIME

Doctor in Business Administration

HDR (French Qualification for Ph.D. Supervisor)

Professor

Marketing

Campus : Paris

Tel : +33 1 49 23 22 44

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General information Biography Current research Publications

Research Interest

Topics

Cross-cultural Management
Cross-cultural Marketing
International Business
International Marketing
International Retailing
Marketing

Industries

Retailing
Automotive Industry

Geographical area

Algeria
India
Japan
Korea
Lebanon
Madagascar
Mauritius
Morocco
Republic of South Africa
Senegal
Vietnam

Biography

Born in Gabon and inheriting a multicultural family background, Nathalie Prime is an Associate Professor in the Marketing department at ESCP Europe Paris campus. She holds a Doctorate in Business Administration (International Marketing major) from the University of Grenoble. Her teaching and research is focused on four main areas: managing and working across cultures, international business negotiation, international marketing and, finally, strategies for business internationalization. Her industry work notably concerns the automotive and the retailing and distribution sectors. Her geographical and cultural areas of interests are fast growing economies, especially in South Asia, Africa and the Middle-East.
Her current research projects deal with psycho-cultural distance in export performance; the modernization of retailing in emerging markets; 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.
Nathalie Prime has taught in India, Algeria, Vietnam, South Africa, Senegal, Madagascar, Lebanon, Italy 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 which she ran for 11 years.
She is currently the co-academic advisor, with Professor Jean-Paul Lemaire, of Specialization courses in International Business and Project Development in the Master in Management Grande Ecole programme. Over the last 8 years, she has developed extensive teaching and research links with the Indian Institute of Management Ahmedabad (IIMA), in India.

Publications

Books

PRIME N., USUNIER J.-C., (2012), Marketing international : Marchés, cultures, organisations, Eco gestion, Pearson, Paris, 462 p.

PRIME N., USUNIER J.-C., (2004), Marketing international : Développement des marchés et management multiculturel, Collection Gestion, Éditions Vuibert, Paris, 2e éd., 357 p.

Book chapters

LEMAIRE J.-P., PRIME N., (2010), "L'Environnement marketing international", in MICHON C. (ed.), , Le Marketeur, Pearson Education, 3e. éd., pp 481-513, 32 p.

PRIME N., DELCOURT-ITONAGA M., (2010), "The Taste of industrialized societies for traditional products : Socio-cultural and economic paradoxes", in MILLIOT E., TOURNOIS N. (Eds.), , The Paradoxes of globalization, Palgrave Macmillan, pp 99-118, 20 p.

PRIME N., DELCOURT-ITONAGA M., (2009), "L'appétence des sociétés industrialisées pour les produits artisanaux : Paradoxes socioculturels et économiques", in TOURNOIS N., MILLIOT E. (eds), , Les paradoxes de la globalisation des marchés, Vuibert, pp 115-136, 22 p.

LEMAIRE J.-P., PRIME N., (2007), "L'enjeu de la diffusion internationale de la culture", in BOURNOIS F., DUVAL-HAMEL J., ROUSSILLON S., SCARINGELLA J-L. (eds), , Comités exécutifs. Voyage au coeur de la dirigeance, Éditions d'Organisation, pp 511-517, 7 p.

LEMAIRE J.-P., PRIME N., (2007), "Préparer l'organisation à l'aventure internationale", in ESCP-EAP, Bain & Company (eds), , L'art de la croissance, Éditions Village Mondial, Les Échos, Pearson Education, pp 209-213, 5 p.

LEMAIRE J.-P., PRIME N., (2006), "L'environnement marketing international", in MICHON C. (ed.), , Le marketeur : Fondements et nouveautés en marketing, Éditions Pearson Education, 2e éd., pp 459-489, 31 p.

PRIME N., KOSCY A., (2006), "La modernisation de la distribution en Inde : Leçons d'un pionnier", in BERAUD P., CHANGEUR S. (eds), , La Chine dans la mondialisation : marchés et stratégies, Collection Economies en développement, Éditions Maisonneuve et Larose, pp 233-257, 25 p.

PRIME N., (2004), "La distribution en Inde : L'émergence d'un marché", in Ecole Supérieure des Affaires de Beyrouth, , Le développement de la grande distribution : enjeux et conquences, ESA Beyrouth, pp 40-50, 11 p.

PRIME N., (2002), "Cultural Value", in NWANKWO S., RUGIMBANA R. (eds), , Cross-Cultural Marketing, International Thomson Business Press, pp 3-24, 22 p.

PRIME N., (2002), "Du Management Eurocentrique au Management Multiculturel : Le cas de l'Afrique du Sud", in PERON M. (ed.), , Transdisciplinarité : Fondement de la Pensée Managériale Anglo-Saxonne, Éditions Economica, pp 171-186, 16 p.

PRIME N., (1999), "IKEA: International Development", in DUPUIS M., DAWSON J. (eds), , European Cases in Retailing, Blackwell Publishers, pp 33-48, 16 p.

PRIME N., BLUEDORN A., (1996), "Culture, Time and Business Negotiation: an Empirical Study in France and the US", in MORELLO G. (ed.), , Time Perception in Marketing and Social Research, ISIDA Study and Research Series, pp 59-78, 20 p.

JALLAT F., PRIME N., (1996), "L'Union Economique et Culturelle de l'Europe Latine au sein de l'Union Européenne", in PINOT DE VILLECHENON F. (ed.), , Intégration économique et management : étude comparée Union Européenne, Mercosur, Éditions UADE, ESCP, pp 161-163, 3 p.

Published articles

KANNIGANTI A., PRIME N., (2011), "Les collaborations franco-indiennes, au-delà des clivages culturels", ACCOMEX ACTUALITES DU COMMERCE EXTERIEUR, L'Interculturel, janvier-février, n° 97, pp 41-44, 4 p.

PRIME N., (2010), "La Modernisation de la distribution au Vietnam : du secteur au consommateur", ACCOMEX, Dossier Relations Sud-Sud : les Sud bousculent le commerce international, Juillet-août 2009, N° 88, pp 37-40, 4 p.

PRIME N., OBADIA C., VIDA I., (2009), "Exporters Perception of Psychic Distance : a Grounded Theory Approach", INTERNATIONAL BUSINESS REVIEW, pp 184-198, 14 p, Web Link.

AMINE A., DUPUIS M., OBADIA C., PRIME N., (2006), "Le Développement de la distribution dans les économies émergentes : le cas du Liban", ENTREPRENDRE ET DIRIGER, février, pp 4-17, 14 p.

PRIME N., KOSHY A., (2005), "La distributin en Inde : ouverture de l'environnement des affaires et émergence d'un marché", REVUE FRANCAISE DU MARKETING, Juillet, n° 203, pp 31-48, 18 p.

MACQUIN A., PRIME N., ROUZIES D., (2001), "The Influence of Culture on Personal Selling Interactions", JOURNAL OF EUROMARKETING, pp 71-88, 18 p.

PRIME N., (2000), "Les hommes de l'international : Nouveaux modèles de formation pour nouvelles compétences", MARKET MANAGEMENT, janvier-février-mars, n°1, pp 86-92, 7 p.

DUPUIS M., PRIME N., (1996), "Business distance and global retailing: a model for analysis of key success/failure factors", INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT, vol. 24, issue 10-11, pp 30-38, 9 p.

DUPUIS M., PRIME N., (1996), "Internationalisation du produit magasin : Le prisme culturel", REVUE FRANCAISE DU MARKETING, n°157-158, pp 160-169, 10 p.

PRIME N., (1994), "Culture, temps et négociation commerciale : le cas des représentations sociales du temps et de la négociation des délais de livraison dans cinq pays (Allemagne, Corée, Etats-unis, France, Tunisie)", 828 p.

Conference proceedings

PRIME N., TRIERS A., (2012), "The Russian consumer behavior 20 years after the fall of communism: insights from consumer acculturation theory", Proceedings of the International Marketing Trends Conference, University of Venice, 2012, January 19-21, Venice, Italy.

BUI T. Lan. H., PRIME N., (2011), "Retail modernization and store image in Vietnam: exploring attributes from consumers' and managers' perspectives", Proceedings of the ATLAS-AFMI Annual Conference, 2011, Mai 26-27, Paris, France.

BUI T. Lan. H., PRIME N., TRAN T. T. T., (2011), "Retail modernization and store image in Vietnam: identifying key attributes", Proceedings of the 4th Indian Institute of Management Ahmedabad International Conference on Marketing Paradigms for Emerging Economies, 2011, January 5-7, Ahmedabad, India, 11 p.

WILKEN R., FUCKS S., JACOB F., PRIME N., (2010), "Decoding the black box of intercultural negotiations", Proceedings of the 32nd Conference INFORMS Marketing Science, 2010, June 17-19, Köln, Germany.

OBADIA C., VIDA I., PRIME N., (2010), "Foreignness-Induced Cognitive Distorientation: the case of exporters", Proceedings of the Academy of International Business (AIB Annual Conference), 2010, June 25-29th, Rio de Janeiro , Brazil, 21 p.

WILKEN R., FUCKS S., JACOB F., PRIME N., (2010), "In how far does the cultural context explain behaviour in and outcomes of intercultural business negotiation?", Proceedings of the 23rd International Association for Conflict Management (IACM) Annual Meeting, 2010, June 24-27th, Boston, Massachussets, 29 p.

ALKAYYALI R., PRIME N., (2010), "Religion, acculturation and the choice of food retail outlets by Algerian origin muslim women in France: developing research propositions", Proceedings of the European International Business Academy (EIBA), 36rd Annual Conference, 2010, December 10-12, Porto, Portugal, 27 p.

WILKEN R., PRIME N., JACOBS F., FUCKS S., FESTING M., (2010), "The role of team composition in intercultural business negotiations", Proceedings of the German-French-Austrian (GFA) Conference on Quantitative Marketing, Vienna, 2010, September 16-18, Austria, Vienna.

VIDA I., OBADIA C., PRIME N., KUNZ M., (2009), "Dimensions of Perceptual Psychic Distance in Exporter-Importer Relationships", Proceedings of the Annual Conference of the Marketing Management Association, 2009, March 18-20, Chicago, US, pp 328-334, 6 p.

OBADIA C., PRIME N., VIDA I., (2009), "Exporter's Psychic Distance : Conceptualization, Measurement and Impact Assessment", Proceedings of the European International Business Academy (EIBA), 34rd Annual Conference, 2009, December 13-15, Valencia, Spain, 39 p.

PRIME N., AMINE A., TRAN T., (2009), "Les comportements des consommateurs vietnamiens urbains face à la modernisation de la distribution : une étude qualitative à Hanoi", Actes du 25ème Congrès annuel de l'Association Française du Marketing, 2009, 15-16 mai, Londres, Royaume-Uni, 21 p.

BUI T. Lan. H., PRIME N., (2009), "Retail Modernization in Vietnam: Dynamics of Consumer Behavior", Proceedings of the third Indian Institute of Management Ahmedabad International Conference on Marketing Paradigms for Emerging Economies, 2009, January 7-9, Ahmedabad, India, pp 551-559, 8 p.

VIDA I., OBADIA C., PRIME N., (2008), "Conceptualization and Measurement of Psychic Distance: the Case of Exporters in Slovenia", Proceedings of the 8th Annual Conference of the European Academy of Management (EURAM), 24 p.

VIDA I., OBADIA C., PRIME N., (2008), "Perceptual Psychic Distance: Conceptualization and Development of a Formative Scale", 5th Annual Journal of International Business Studies (JIBS) Paper Development Workshop, Academy of International Business (AIB), 2008, June 30-July 3rd, 26 p.

LEMAIRE J.-P., PRIME N., (2007), "Cultural Managerial Hybridization: the Case of African Management Education Entrepreneurship", LITTRELL R. F., RAMBURUTH P. (eds), , Proceedings of the Leadership and Management Studies in Sub-Saharan Africa Conference, 2006, June 26-28, Zanzibar, University Readers, San Diego, CA, USA, vol. 1.

OBADIA C., PRIME N., VIDA I., (2007), "Psychic Distance Dimensions: a Study of French Exporters", Proceedings of the 3rd Annual Conference of the European International Business Academy (EIBA), 2007, December 13-15, Catania, Italy, 39 p.

PRIME N., KANNIGANTI A., (2007), "Solid Waste Management in Developing Countries: Is Change Possible? Indian Insights", Proceedings of the 2nd International Symposium in Environmental Management, 2007, September 12-14, Zagreb, Croatia, 38 p, Web Link.

PRIME N., AMINE A., DUPUIS M., OBADIA C., (2005), "Characteristics of an Emerging Distribution Industry : the Case of Lebanon", Proceedings of the International Conference on Marketing Paradigms for Emerging Economies, Indian Institute of Management Ahmedabad, 2005, January 12-13, CD-Rom.

PRIME N., LEMAIRE J.-P., (2005), "De la culture d'entreprise à la culture Groupe : l'enjeu de la diffusion internationale", Actes de la 1e Rencontre sur la Diversité, `Les défis de la diversité', IAE de Corte, 2005, 6-8 octobre.

PRIME N., KOSHY A., (2003), "La distribution en Inde : opportunités et contraintes de l'émergence d'un marché", Actes du Colloque `Le développement de la grande distribution : enjeux et conséquences', ESA, 2003, 10 octobre, Beyrouth, pp 40-50, 11 p.

PRIME N., (2001), "Time Cultures in Global Business Today: Towards a Multicultural Approach", Proceedings of the International Conference on Globalization of Business and Marketing `Strategies for the 21rst Century', Management Development Institute (MDI), 2001, December 20-22, Gurgaon, India, CD-Rom.

PRIME N., FERRANDI J.-M., USUNIER J.-C., VALETTE-FLORENCE P., (2000), "Linking personal value and time orientations: the case of the attitude towards cellular phone in France and Germany", Actes de la 1e Conférence sur les tendances du marketing en Europe, 2000, 24-25 novembre, Venise, CD-Rom.

PRIME N., FERRANDI J.-M., USUNIER J.-C., VALETTE-FLORENCE P., (2000), "Personal value system, time orientation and attitude toward mobile behavior: an exploratory study in France and Germany", Proceedings of the 2nd Multicultural Marketing Conference, 2000, September 17-20, Hong Kong, CD-Rom.

PRIME N., (1999), "Cross-Cultural Management in South-African Companies: problems, Obstacles and Agenda", Proceedings of the 7th Symposium on Cross-Cultural Consumer and Business Studies Conference, 1999, December 12-15, Cancun, Mexico, CD-Rom.

PRIME N., VAN NGUYEN C., (1998), "Vietnamese and French value systems: an empirical study", ANDERSON P. (ed.), , Proceedings of the 27th EMAC Conference, 1998, May, Stockholm, pp 333-349, 17 p.

PRIME N., MACQUIN A., ROUZIES D., (1997), "Personal Selling Interactions: Global Versus Local Principles", Proceedings of the 8th World Marketing Congress, Academy of Marketing Science, 1997, July, Kuala Lumpur.

PRIME N., DUPUIS M., (1996), "Business Distance and Global Retailing: A Model of Analysis of Key Success/Failure Factors", Proceedings of the ACRA Conference, 1996, April, New Orleans.

JALLAT F., PRIME N., (1995), "American and French Industrial Services Buying Behavior: an Experimental Study", Proceedings of the 7th World Marketing Congress, Academy of Marketing Science, 1995, July 6-10, Melbourne, Australie.

PRIME N., (1995), "An Experimental Study of Korean and American Industrial Services Buying Behavior", Proceedings of the 55th Symposium on Cross Cultural Consumer and Business Studies', 1995, December 11-13, Hong Kong, 9 p.

PRIME N., DUPUIS M., (1995), "Culture et stratégie d'internationalisation du produit magasin : un modèle d'analyse", Actes du 11e Congrès de l'AFM, 1995, 11-12 mai, Reims, pp 46-71, 26 p.

PRIME N., BLUEDORN A., (1994), "Culture, Time and Delivery Dates Negotiation: an Empirical study in France and the United States", Proceedings of the Time and Consumer Behavior Conference, ISIDA (Instituto Superiore per Imprenditori e Dirigenti di Azienda), 1994, May 18-20, Palermo.

PRIME N., (1990), "Cultural Time Representations: an Empirical Study", Proceedings of the Conference of the Korean Psychological Association, 1990, Seoul, 20 p.

Research reports - Working papers

PRIME N., (2007), "Travailler en Inde : aspects sociologiques et interculturels", Inde et Chine : Entreprendre dans les pays émergents à forte croissante, Rapports et Etudes de la CCIP, La Documentation Française, pp 75-92, 18 p.

AMINE A., DUPUIS M., OBADIA C., PRIME N., (2005), "Patterns of retailing development in emerging economies", Les Cahiers de Recherche, ESCP-EAP, Paris, 24 p.

DUPUIS M., BADOT O., PRIME N., (2004), "Le Développement de la grande distribution : Enjeux et conséquences", Actes de colloques, ESA Beyrouth, Beyrouth, 158 p.

PRIME N., AMIRALY A., SINGH J., (2004), "Rainwater Harvesting, Alternative to the Water Supply in Indian Urban Areas: the Case of Ahmedabad in Gujarat", Indian Institute of Management Ahmedabad Working Paper, n°2004-04-01, 69 p.

PRIME N., (2003), "Les Stratégies de marketing international (1) : Evolution des fondements théoriques et implications stratégiques", Les Cahiers de Recherche, ESCP-EAP, Paris, 28 p.

PRIME N., (2003), "Les Stratégies de marketing international (2) : Diversité des facteurs d'influence et optimisation dynamique de la politique d'offre", Les Cahiers de Recherche, ESCP-EAP, Paris, 21 p.

PRIME N., (2001), "Du management eurocentrique au management interculturel : Le cas de l'Afrique du Sud", Les Cahiers de recherche, CCIP , ESCP-EAP, Paris, pp 1-22, 22 p.

Case studies & Pedagogical tools

PRIME N., DELCOURT-ITONAGA M., (2008), "Marketing international : Cas "Carrefour au Japon"", 24 p.

LEMAIRE J.-P., PRIME N., VASUDEVAN V., (2005), "SKB Telebanking in India, may I help you ?", version française, 'Telebanking in India, puis-je vous aider ?', Centrale de Cas et de Médias Pédagogiques, G1343.

MANCEAU D., PRIME N., ROTH F., (2002), "Sony - Camera Pan & Tilt", Centrale de Cas et de Médias Pédagogiques, M1220.

Dissertations

PRIME N., (2010), "Marketing international et ouverture des marchés : Dimensions culturelles, stratégiques et organisationnelles", mémoire d'Habilitation à Diriger des Recherches , Université Jean Moulin Lyon 3.