Teacher and Researcher at ICD International Business School
Boris Maynadier is professor at ICD Business School Toulouse. He teaches branding, marketing, research design and qualitative methodologies, communication strategy, innovation marketing. He uses a great diversity of teaching methods and tool, often in partnership with compagnies, to build knowledge with his students. As a practitioner, he works with young firms as consultant or marketing director (eg. Innersense, an AR start-up), and with politicians and place managers to help them in their place development strategies. He builds a constructivist-structuralist view of marketing and consumption experience.
Selected publications
Maynadier B. et Errajaa K. (2015), Expérience de consommation et structure de l’imaginaire d’une grappe de commerces, La Revue des Sciences de Gestion, 5, 143-151.
Benmoussa F.-Z., Errajaa K., Maubisson L. et Maynadier B. (2015), Les mécanismes de co-production d’une expérience : une approche par la dimension sensible, Management et Avenir, 3, 71-91.
Maynadier B. (2014), De quoi le logo d’une ville est-il le signe ?, Décisions Marketing, 74, 115-127.
Benmoussa F.-Z. et Maynadier B. (2013), Brand Storytelling : entre doute et croyance, Une étude des récits de la marque Moleskine, Décisions Marketing, 70, 119-128.
Contact : borismaynadier@gmail.com