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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.

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. She is visiting professor at Paris Sorbonne University Abu Dhabi (PSUAD).

International Business Environment
Human Dimension of Management

Conference Proceedings

LEMAIRE, J. P. and N. PRIME (2003), Le marketing et son environnement sectoriel, international et multiculturel, in: MICHON C. (ed.), Le marketeur, Pearson Education, 2e éd., 87-112.
LEMAIRE, J. P. and N. PRIME (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, Editions d'Organisation, 511-517.
PRIME, N. and A. KOSHY (2006), La modernisation de la distribution en Inde, in: BERAUD P., CHANGEUR S. (eds), La Chine dans la mondialisation : marchés et stratégies, Maisonneuve et Larose, 233-257.
LEMAIRE, J. P. and N. PRIME (2007), Préparer l'organisation à l'aventure internationale, in: ESCP-EAP, Bain & Company (eds), L'art de la croissance, Les Échos / Pearson Education / Village Mondial, 209-213.
PRIME, N. (2002), Cultural Unity within Diversity: Universal Dimensions of Value Orientations and their Application to Cross-Cultural Marketing, in: NWANKWO S., RUGIMBANA R. (eds), Cross-Cultural Marketing, International Thomson Business Press, 3-24.
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, Salvador, Economica, pp 171-186 16 p.
PRIME, N. (1999), IKEA: International Development, in: DUPUIS M., DAWSON J. (eds), European Cases in Retailing, Salvador, Blackwell, pp 33-48 16 p.
PRIME, N. and A. BLUEDORN (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, Porto-Alegre, Fabio Orlando Editore, pp 59-78 20 p.
JALLAT, F. and N. PRIME (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, ESCP / UADE, pp 161-163 3 p.
PRIME, N. (2004), La distribution en Inde, 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. and M. DELCOURT-ITONAGA (2009), L'appétence des sociétés industrialisées pour les produits artisanaux, in: TOURNOIS N., MILLIOT E. (eds), Les paradoxes de la globalisation des marchés, Vuibert, 115-136.
LEMAIRE, J. P. and N. PRIME (2010), L'Environnement marketing international, in: MICHON C. (ed.), Le Marketeur, Pearson Education, 3e. éd., 481-513.
PRIME, N. and M. DELCOURT-ITONAGA (2010), The Taste of industrialized societies for traditional products, in: MILLIOT E., TOURNOIS N. (Eds.), The Paradoxes of globalization, Palgrave Macmillan, 99-118.
PRIME, N. (2007), Travailler en Inde : aspects sociologiques et interculturels, in: CCIP, Inde et Chine, Entreprendre dans les pays émergents à forte croissante, Etudes de la Documentation Française, La Documentation Française, 75-92.

Review of a book; an article; a research

LEMAIRE, J. P., PRIME, N. and V. VASUDEVAN (2005), SKB Telebanking in India, may I help you ?, Centrale de Cas et de Médias Pédagogiques, Centrale de Cas et de Médias Pédagogiques, G1343, version française, 'Telebanking in India, puis-je vous aider ?'.
MANCEAU, D., PRIME, N. and F. ROTH (2002), Sony - Camera Pan & Tilt, Centrale de Cas et de Médias Pédagogiques, Centrale de Cas et de Médias Pédagogiques, M1220.
PRIME, N. and M. DELCOURT-ITONAGA (2008), Carrefour au Japon: Cas "Carrefour au Japon", Editions Management et Société EMS, collection Etudes de cas, 163-181.
PRIME, N. and L. MUNARETTO (2016), Shivan and Narresh, growing luxury markets in and out of India, CCMP, GI0007, 29 p.


WILKEN, R., PRIME, N. and F. JACOB (2013), The ambiguous role of cultural moderators in intercultural business negotiations, INTERNATIONAL BUSINESS REVIEW, 22(4), 736-753.
PRIME, N. and A. KOSHY (2005), La distribution en Inde : ouverture de l'environnement des affaires et émergence d'un marché, REVUE FRANCAISE DU MARKETING, 203, 3/5, 31-48.
PRIME, N., OBADIA, C. and I. VIDA (2009), Exporters Perception of Psychic Distance : a Grounded Theory Approach, INTERNATIONAL BUSINESS REVIEW, 18, 2, 184-198.
DUPUIS, M. and N. PRIME (1996), Internationalisation du produit magasin: Le prisme culturel, REVUE FRANCAISE DU MARKETING, n°157-158, 160-169.
ROUZIES, D., MACQUIN, A. and N. PRIME (2001), The Influence of Culture on Personal Selling Interactions, JOURNAL OF EUROMARKETING, 9, 4, 71-88.
DUPUIS, M. and N. PRIME (1996), Business distance and global retailing: a model for analysis of key success/failure factors, INTERNATIONAL JOURNAL OF RETAIL AND DISTRIBUTION MANAGEMENT, vol. 24, issue 10-11, 30-38.
LISICKI, O. and N. PRIME (2014), Le BoP comme agent d'innovation du segment au ferment, ECONOMIES ET SOCIETES, n° 1, 1, tome XLVIII, KC 3, 159-171.
AYKAC, T., WILKEN, R., JACOB, F. and N. PRIME (2017), Why teams achieve higher negotiation profits than individuals: The mediating role of deceptive tactics, JOURNAL OF BUSINESS AND INDUSTRIAL MARKETING, 32(4), 567-579.
DINKEVYCH, E., WILKEN, R., AYKAÇ, T., JACOB, F. and N. PRIME (2017), Can outnumbered negotiators succeed? The case of intercultural business negotiations, INTERNATIONAL BUSINESS REVIEW, 26(3), pp. 592–603.
CAUSSAT, P., PRIME, N. and R. WILKEN (2018), How Multinational Banks in India Gain Legitimacy: Organisational Practices and Resources Required for Implementation, MANAGEMENT INTERNATIONAL REVIEW, accepted.

Guest Speaker in a Conference

USUNIER, J. C. and N. PRIME (2003), Marketing international: Développement des marchés et management multiculturel, Précis Dalloz, Gestion, Paris, Dalloz.
PRIME, N. and J. C. USUNIER (2004), Marketing international: Développement des marchés et management multiculturel, 2ème édition, Précis Dalloz, Gestion, Paris, Dalloz, 2e éd.
PRIME, N. and J. C. USUNIER (2012), Marketing international: marchés, cultures et organisations: Marchés, cultures et organisations, Eco gestion, Paris, Pearson Education.
ANDREANI, J. C., BON, J., DUPUIS, M., JALLAT, F., MICHON, C., OLLIVIER, A., PRIME, N., TISSIER-DESBORDES, E., ET ALII, E. and R. MARICOURT (1997), Marketing européen : stratégies et actions, Paris, Publi-Union.


DUPUIS, M., DAWSON, J., ., . and . (1999), European cases in retailing, Oxford, Blackwell.
PRIME, N. and j. C. USUNIER (2015), Marketing international : marchés, cultures et organisations, Pearson Education / Village Mondial, 2ème éd.
PRIME, N. and J. C. USUNIER (2004), Marketing international, Vuibert Gestion, Vuibert.
NATHALIE PRIME, N. and J. C. USUNIER (2012), Marketing international : marchés, cultures, et organisations, Pearson Education / Village Mondial.

Edited Special Issue

MICHON, C., ANDREANI, J. C., BADOT, O., BENOUN, M., BLOCH, A., BON, J., COVA, B., DUPUIS, M., JALLAT, F., LEMAIRE, J. P., MANCEAU, D., MACE, S., PRIME, N., SCHLOSSER, A. M., TISSIER-DESBORDES, E. and A. OLLIVIER (Eds) (2003), Le Marketeur, Paris, Pearson Education.

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