People 2018-01-27T12:11:15+00:00

Lifestyle Research Centre at emlyon business school brings together excellence and researchers passionate for advancing lifestyle-related research and knowledge. In short, we embrace broader and critical perspective on how lifestyles and markets work. The main focus of our research is to examine the ongoing “ruptures” and changes in lifestyle phenomena that impact market formation and evolution as well as branding.

The research activities of the centre also cover a number important lifestyle market contexts and industries including food, wine, leisure, travel, tourism, sport, luxury, fashion and music.

The main output of the centre:

  1. Original research publications
  2. Lifestyle research seminars
  3. Special topic workshops
  4. Press articles


  • Joonas Rokka – Associate Professor of Marketing, Director of Lifestyle Research Centre
  • Eric Arnould – Professor of Marketing
  • Anissa Pomiès – Assistant Professor of Marketing
  • Lionel Sitz – Associate Professor of Marketing
  • Massimo Airoldi – Post-doctoral Researcher
  • Martin Kornberger – Professor of Management Innovation
  • Margherita Pagani – Professor of Marketing
  • Handan Vicdan – Associate Professor of Marketing
  • Brigitte Auriacombe – Associate Professor of Marketing
  • Lynn Cherny – Associate Professor of Marketing
  • Clement Levallois – Associate Professor of Marketing
  • Catherine Pardo – Professor of Marketing
  • Monica Grosso – Assistant Professor of Marketing
  • Klaus Heine – Assistant Professor of Luxury Marketing
  • Michel Phan – Associate Professor of Luxury Marketing

External Members:

  • Jonathan Schroeder, RIT, Rochester, USA
  • John Schouten, Memorial University, St. John, Canada
  • Avi Shankar, University of Bath, UK
  • Katherine Duffy, Adam Smith Business School, University of Glasgow, UK
  • Yutaka Yamauchi, Kyoto University, Japan
  • Julien Cayla, Nanyang Business School, Singapore
  • Joel Hietanen, Aalto University School of Business, Finland
  • Minni Haanpää, University of Lapland, Finland
  • Hannu Uotila, CEO, Sailer Ltd., Finland
  • Petteri Heiman, CEO, Smartcart Ltd., Finland
Joonas Rokka
Joonas RokkaAssociate Professor of Marketing
Joonas Rokka is marketing professor specialised in studying consumer experiences, practices and culture and how they are mediated, impacted, and shaped through digital media. His main research area is the visual and visual research methods including videography.
Anissa Pomiès
Anissa PomièsAssistant Professor of Marketing
I received a Ph.D. in Marketing from La Sorbonne University and ESCP Europe. I also hold a Master’s degree in Sociology from La Sorbonne University and École Normale Supérieure.
Eric Arnould
Eric ArnouldProfessor of Marketing
Dr. Eric Arnould is Adjunct Professor at EMLYON France and Visiting Professor of Marketing at the Aalto University Business School. He briefly held a social science Chair in the Danish Institute for Advanced Studies (DIAS). He has been on faculty at four European universities and several in the US. He has pursued a career in applied social science since 1973, receiving a PhD in anthropology from the University of Arizona in 1982. Aalto University awarded him an honorary doctorate in 2016.
Lionel Sitz
Lionel SitzAssociate Professor of Marketing
Lionel Sitz is Associate Professor in the UPR Markets & Innovation. His research interests concern, among other things, brand communities, relationships between ethnicity and consumption, consumer resistance and shopping experience. He is particularly interested in consumer social movements, the construction of collective consumer identity, sociological and anthropological approaches of consumption and qualitative methodologies. His teaching revolves around branding, consumer behavior and sociology and anthropology of consumption.
Handan Vicdan
Handan VicdanAssociate Professor of Marketing
Handan is an Associate Professor of Marketing at Emlyon Business School. Handan VICDAN earned a Ph.D. in Business Administration with concentration in Marketing from the University of Texas-Pan American in 2010, and has worked in the U.S. as an Assistant Professor of Marketing
Massimo Airoldi
Massimo AiroldiPostdoctoral Researcher
Massimo Airoldi is a postdoctoral researcher at EMLYON Business School. He has recently completed his PhD in Sociology and Methodology at NASP, University of Milan, with a doctoral thesis titled “Digital Distinction. Studying musical taste through digital methods”.
Margherita Pagani
Margherita PaganiProfessor of Digital Marketing
Dr. Margherita Pagani is Full Professor of Digital Marketing at EMLYON Business School and Adjunct Professor at Bocconi University (Milan). She was Faculty Member at Lorange Institute of Business (Zurich) and Affiliate at Massachusetts Institute of Technology. She holds a Ph.D. in Management and the HDR (Habilitation à Diriger les Recherches).
Lynn Cherny
Lynn ChernyAssociate Professor
Lynn Cherny is a data science researcher who works on text data, interactive data visualization, and creative applications of AI. She has a Ph.D. from Stanford University in Linguistics and has published 2 books about internet community and discourse.
Martin Kornberger
Martin KornbergerProfessor of Management Innovation
Martin Kornberger received his PhD in Philosophy from the University of Vienna in 2002. Prior to joining EM Lyon he worked at the University of Technology Sydney as associate professor in design and management, and as research director of the Australian Creative Industry Innovation Centre; and at Copenhagen Business School as professor for strategy and organization.
Catherine Pardo
Catherine PardoProfessor of B2B Marketing
Catherine Pardo is professor of business-to-business marketing at emlyon business school. She holds a Ph.D. from the University of Burgundy, and an Accreditation to supervise research in Management Science from the University of Montpellier.
Brigitte Auriacombe
Brigitte AuriacombeAssociate Professor of Service Marketing
I am professor of Marketing and Head of the Marketing Department at emlyon business school. I began my career by a 15-years professional experience as Marketing Manager in the Accor Group, a world leader in hospitality and services. I then decided to reorient my career towards teaching and research. I completed a PhD in Marketing at Université Paul Cezanne, Aix-Marseille 3, in 2010.
Monica GROSSOAssistant Professor of Marketing
Monica Grosso, is Assistant Professor of Marketing at emlyon Business School, Lyon, France and SDA Fellow Professor of Marketing at SDA Bocconi, Milan. She holds a Ph.D. and a doctorate in management from Bocconi University. She has been Visiting Professor at Edhec Business School.
Clément Levallois
Clément LevalloisAssociate Professor of Marketing
Computational social scientist.
Specialist of data mining : data visualization, text mining, network analysis.
Gephi member, trainer and author of plugins.
Creator of CODAPPS, a MOOC hosted on Coursera.
Java programmer.
Klaus Heine
Klaus HeineAssistant Professor of Luxury Marketing
Before joining EMLYON, Klaus Heine worked as a researcher at TU Berlin. He is based at the campus in Shanghai and specializes in luxury brand management and consumer behavior.
Michel Phan
Michel PhanAssociate Professor of Luxury Marketing
Professor Michel Phan is an expert in luxury marketing with extensive international academic and professional experiences in the luxury industry, across all sectors (leather goods, perfumes and cosmetics, fashion and accessories, selective distribution and retailing, and wines and spirits).