Research Interest

Topics

Biography

Dr. Taillard earned her MBA from Columbia Business School and her Ph.D. from the University of London. Her previous academic work was in Linguistics, a field in which she developed her interest in the study of language in use. She specializes in studying marketing management and consumer behavior from the perspective of the communications that take place between consumers and firms and amongst consumers themselves. She is interested in how the internet has transformed relationships between stakeholders in organizations and in how consumers contribute to creating value with companies. She has also conducted research in the area of change management.

Dr. Taillard is a citizen of France and the United States, and has lived in Australia, the South Pacific, France, the United States and the United Kingdom. As such, she also has expertise in intercultural communication issues. Her extensive professional background is in services marketing and in the travel/tourism industry. She held management positions in the United States for American Express, Council Travel, UTA French Airlines, Club Med and Accor Hotels.
Marie Taillard is a member of the American Marketing Association, the Academy of Marketing Science and the Association for Consumer Research.

As a member of ESCP Europe's Permanent Faculty since 2007, she teaches in several postgraduate and executive programmes at the School. She is the Director of the School's unique and successful Master in Marketing and Creativity whose launch she spearheaded in 2009. She is expanding her research in Marketing and Creativity as the Director of the new Creativity Marketing Centre on the London Campus of ESCP Europe. She is also an elected member of the ESCP Europe Teaching Committee.

Current research

Marie Taillard's primary area of research is on the communicative interactions between consumers and organizations, as well as amongst consumers. She is interested in how these interactions have evolved in the digital context, and how they have changed the relationships bewteen stakeholders to the point that a new marketing logic has evolved. In particular, through her work in Creativity Marketing, she is exploring how the creativity of all stakeholders including consumers creates value for all involved.

Social media constitute an excellent source of spontaneous data in which consumer/consumer and firm/consumer/firm communications can be analyzed to better understand how consumers and firms can work together to create mutual value.

Publications