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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.

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

Members:

  • Joonas Rokka – Associate Professor of Marketing, Director of Lifestyle Research Centre
  • 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
  • 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
  • Stephanie Kogler – Visiting PhD student
  • Karine Raïes – Associate Professor of Marketing
  • Klara Scheurenbrand – Post-Doctoral Researcher

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 Rokka

Associate 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.
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Handan Vicdan

Handan Vicdan

Associate 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
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Martin Kornberger

Martin Kornberger

Professor 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.
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Monica Grosso

Monica Grosso

Assistant Professor of Marketing<br />

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.
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Michel Phan

Michel Phan

Associate 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).

Klara Scheurenbrand

Klara Scheurenbrand

Post-Doctoral Researcher

Klara Scheurenbrand is a Post-Doctoral Researcher in the Lifestyle Research Center. She has recently completed her PhD in Management Studies at the University of Liverpool. More…

Anissa Pomiès

Anissa Pomiès

Associate 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.
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Massimo Airoldi

Massimo Airoldi

Postdoctoral 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”.
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Catherine Pardo

Catherine Pardo

Professor 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.
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Stephanie Kogler

Stephanie Kogler

Visiting PhD student at emlyon business school

I am a visiting PhD student at EMLYON Business School and a member of the Lifestyle Research Center. I studied International Economic and Business Studies with a focus on Marketing at the University of Innsbruck (Austria) and at NEOMA Business School (France).
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Lionel Sitz

Lionel Sitz

Associate 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.
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Margherita Pagani

Margherita Pagani

Professor of Digital Marketing<br />

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).
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Brigitte Auriacombe

Brigitte Auriacombe

Associate 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.
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Klaus Heine

Klaus Heine

Assistant 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.
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Karine Raïes

Karine Raïes

Associate Professor of Marketing

I am Associate Professor of Marketing at emlyon business school, France. I have previously worked at INSEEC Business school and at Grenoble Alpes University where I got a Phd in Marketing in 2009. More…